Breaking The Mold: Marketing To Nontraditional Students

Nontraditional students account for 40%-75% of the student population in U.S. colleges and universities, depending on the data source year. Making up almost $400 billion in potential revenue and growing at a rate of 3% per year, if your higher education institution isn’t marketing to this group, you’re missing out on a substantial number of leads and revenue. 

In this blog, we’ll discuss what defines nontraditional students and the different strategies needed to effectively market to them.

What Defines A Nontraditional Student?

Nontraditional students are those who don’t follow the traditional path of enrolling in college immediately after high school and studying full-time without significant external responsibilities. However, despite the label, nontraditional students are rapidly becoming the new norm in higher education. They now make up a significant portion of the student population, reflecting how the learning landscape has irrefutably changed.

These students often face unique challenges and bring diverse experiences and learning requirements to their educational journey. Characteristics of nontraditional students might include:

1. Age and Enrollment Status: Many nontraditional students are older than typical college students. They often enroll part-time, choose online school vs. in-person, or return to education after a break. 
2. Work Duties: With the rising cost of education, it shouldn’t come as a surprise that many students are considered “nontraditional” because they manage a full-time job in addition to being a full-time student. According to the National Center for Education Statistics, 40% of students hold a job while going to school.
3. Family Obligations: These students also frequently balance their studies with family responsibilities. The Institute for Women’s Policy Research found that more than one in five college students (22%) are parents.
4. Educational Background: Nontraditional students might have a GED instead of a high school diploma or have taken a non-linear path to higher education.
5. Financial Independence: They often support themselves financially and may be less reliant on parental assistance.

But understanding nontraditional students goes beyond these surface-level characteristics. These learners are often driven by a desire for personal growth, career advancement, and the fulfillment of long-held dreams. 

As the makeup of the student body shifts, so too must our assumptions about this audience. Providing an exceptional customer experience for nontraditional students means acknowledging their unique circumstances and tailoring support to help them overcome hurdles like time constraints and financial pressures. The way we market to and engage with these students must evolve to reflect these new realities.

6 Key Marketing Strategies For Nontraditional Students

The key to reaching nontraditional students is creating a seamless digital customer experience (DCX). Our work with higher education institutions has shown us that the average time to achieve a consistent cost per lead for a newly launched program is a minimum of 8-9 months. Applications and enrollments are trailing metrics and typically take 1-2 years to achieve a steady pace. 

This extended decision lifecycle underscores the importance of building an overall brand that resonates with these types of students. That way when a triggering event occurs — such as a job change, family milestone, or personal epiphany — and they decide to pursue higher education, having an established brand presence ensures your institution is already in their consideration set, making the decision easier. Here are a few ways we like to work with universities and colleges to accomplish this:

1. Data-Driven Personalization

Despite its buzzword status, "personalization" remains a cornerstone of successful marketing strategies. But what does it really mean? It’s not just about sending a targeted email — it’s about understanding the full context of a student’s journey and delivering content, support, and offers that resonate with their specific situation. For example, if a potential student shows interest in online programs, follow up with content that highlights flexible scheduling options, career outcomes, and success stories that align with their aspirations. According to the AMA, personalized emails are 26% more likely to be opened, but true personalization goes beyond just the email — it’s about creating a cohesive, customized experience across all channels. Here’s how:

1. Leverage the power of AI and automation: Enhance data capture and create truly individualized experiences for nontraditional students. With AI-driven tools, institutions can analyze vast amounts of data to predict student behavior, tailor messaging, and optimize the timing of outreach efforts.
2. Collaborate across teams: Marketing teams need to be deeply integrated with recruitment and retention teams, working together to utilize CRM data effectively. This collaborative approach allows institutions to create a seamless experience from the first point of contact through to enrollment and beyond.
3. Capture first-party data: By collecting data directly from prospective students — through website interactions, surveys, and other touchpoints — institutions can gain deeper insights into their preferences and needs. This data, when used effectively, allows for more accurate targeting and more meaningful engagement.

2. Mobile-First, Multi-Channel Approach

With busy lives and multiple responsibilities, nontraditional students often access information on the go. Your website and digital assets across various platforms act at your 24/7 campus. Ensuring these are fully responsive and mobile-friendly in addition to providing valuable content is essential. Here are just a few channels you’ll want to address:

1. Social Media: While LinkedIn and Facebook are often effective for reaching working professionals, don't discount platforms like Instagram for showcasing campus life and student success stories.
2. Email Marketing: Develop sophisticated and personalized nurture campaigns that provide value over time. 
3. Paid Advertising: Use targeted ads on platforms like Google and Facebook, focusing on keywords and interests relevant to career advancement and lifelong learning.

3. Be Flexible With Your Strategies

Nontraditional students prioritize flexibility and support, and your digital strategy should be equally agile to meet their needs. Here’s how you can build a flexible and responsive marketing approach:

1. Real-Time Personalization: Use real-time data to tailor messaging and offers based on current user behavior, such as dynamically featuring content about flexible learning options for those interested in online classes.
2. Adaptive Campaigns: Implement marketing automation tools that adjust messaging based on user interactions. For example, if a user shows interest in evening classes, send targeted content highlighting how evening programs fit into a busy schedule.
3. Interactive Tools: Develop quizzes or assessments to help prospective students identify their needs and preferences. Use the results to provide personalized recommendations for programs and support services.
4. Feedback Loops: Gather ongoing feedback from nontraditional students through surveys or social media to refine your approach. Adjust your strategy based on what aspects of flexibility and support are most valued.

4. Full-Funnel Content Strategy

Developing a content strategy that addresses the entire student journey is crucial, especially given the extended decision lifecycle for higher education. Research shows that 65% of the decision-making process is complete by the time prospects land on your website. For high-cost, long-cycle products like higher education, you may already be on a potential student’s radar years before they make their final decision.

Key statistics to consider:

1. Extended Decision Cycle: According to a study by Education Dynamics, the average length of the decision-making process for prospective students is 12-18 months, with many starting their research up to 24 months before enrollment.
2. Decision Stage Awareness: Data suggests that only about 5% of potential students are actively in the decision stage at any given time, emphasizing the need to engage prospects early in their journey.
3. Content Consumption: Research from HubSpot reveals that 70% of the buyer’s journey is done digitally before even contacting an organization, highlighting the importance of a strong online presence and content strategy throughout the funnel.

With these stats in mind, here's how to approach each stage of the funnel:

1. Top of Funnel: Create awareness and educational content that addresses common pain points. Think of blog posts on balancing work and study or videos showcasing successful nontraditional alumni.
2. Middle of Funnel: Develop consideration and comparison content. This could include interactive program explorers or detailed guides on financing options.
3. Bottom of Funnel: Provide decision-making support with virtual campus tours, one-on-one counseling sessions, or detailed FAQs tailored to nontraditional student concerns.

5. Utilize Data Analytics

Utilizing data analytics helps in tracking the effectiveness of marketing campaigns. This allows institutions to understand which strategies resonate most with nontraditional students and adjust their approach accordingly. We recommend quarterly, six-month, and annual check-ins.

Analyze key performance indicators (KPIs) such as:

1. Brand lift and recall
2. Reach and engagement
3. Unique site visitors (paired with time and actions taken on the site)
4. Lead to application rates
5. Application to enrollment rates
6. Changes in application and enrollment outcomes when people are exposed to advertising
7. Changes in application and enrollment outcomes for those exposed to direct outreach and nurturing initiatives

These KPIs will provide insight into which efforts are making the most impact for these types of students.

6. Partnerships and Collaborations

Collaborating with employers, community organizations, and professional associations helps reach potential students where they work and live. Partnerships can provide educational benefits and incentives for employees to pursue further education. Additionally, developing corporate education programs that align with the career advancement goals of working professionals can be highly beneficial in fulfilling lifelong learning aspirations.

Tailor Your Marketing To The New Type Of Student

Marketing to nontraditional students requires a nuanced approach that addresses their specific needs and challenges. By leveraging personalization, emphasizing flexibility, using data analytics, and building strategic partnerships, higher education marketers can effectively attract and engage this important demographic. Learn more about how Oodle's Transform™ solution can help your institution break the mold and succeed in marketing to nontraditional students.