In higher education, we think of “traditional students” as teenagers who are fresh out of high school, enrolling full-time in a four-year undergraduate program. “Non-traditional students” are defined as students above the age of 25, who may have a family and/or a full-time work schedule. The term can include commuting students, online learners, veterans, servicemembers, multilingual learners, and returning students seeking to complete a degree. 

But today, almost 73 percent of higher education students fit the non-traditional student description, according to the National Center for Education Statistics. They are a vital demographic that can drive enrollment growth, but they have very different needs from traditional students. That means they also require different marketing strategies. Below, we offer proven strategies for engaging this “new norm” of the student population.

Identify The Unique Challenges and Needs of Non-Traditional Students

Non-traditional students must overcome a variety of challenges to succeed in college. They’re often balancing work and family responsibilities, concerned about the cost of attendance, and feeling apprehensive or underconfident about returning to school. These barriers can impact their educational decisions, but institutions can address the barriers head-on in several ways. 

Non-traditional students are looking for flexible scheduling (online, weekend, and evening classes), accessible financial aid options, support services, transfer credit information, and accelerated degree programs. To reach this demographic, your marketing and communications should feature this information prominently. Here are some best practices for accomplishing this.

Build Effective Student Personas

Before you begin marketing to non-traditional students, you first need to take the time to create detailed personas of your students. A “non-traditional student” is defined differently for every institution, so it is absolutely essential to get specific about your students’ unique, demographics, motivations, and challenges. 

You can create effective non-traditional student personas with the following steps.

• Gather real data about the age, job status, learning preferences, and demographics of your students.
• Interview prospective or current non-traditional students to hear their stories firsthand.
• Name four different personas, e.g., Working Parent Wes, Career Changer Carina, Overseas Servicemember Sam.
• Graph each persona’s demographics, motivations, challenges, and expectations. 
• Use real quotes from the interviews to anchor each persona’s voice.
• Flesh out what marketing channels might reach them and who might influence their decisions. 

The point of persona creation is to hone your marketing content so well that it makes your prospects say, “Ah! That’s me!” So indulge your inner creative writer. The more descriptive they are, the better. What do they eat for breakfast? What do they go to bed worrying about at night? Take care, too, to avoid these common mistakes in higher education marketing when crafting personas.

Highlight Flexibility in Program Offerings

Flexibility is one of the most attractive features of an academic program for a non-traditional student. Your marketing should emphasize any part-time programs, hybrid options, evening or weekend courses, and fully online degrees. A common tactic of strategies that drive higher education enrollment is to use student success stories. In this case, sharing quotes and profiles of students who benefitted from program flexibility would resonate.

Don’t limit your messaging on flexibility to academic programs, either. Remember to highlight flexibility and accessibility features across financial aid, support services, registration, and student life. Does your institution offer a 24/7 wellness hotline, veteran services, or childcare resources? Do you award credit for prior work experience or offer advising on degree-completion plans? Talking about these services signals to non-traditional students that you understand their needs.

Emphasize Return on Investment (ROI) and Career Outcomes

Non-traditional students are more cognizant of ROI when selecting a program, so your marketing should outline the practical benefits of your program. Job placement rates are certainly a good starting point, but schools can set themselves apart with other measurable outcomes that non-traditional students are looking for. 

Additional examples of ROI impact include:

• Salary increases
• Credentials, certifications, or licenses
• Names of recent employers
• Positions held by recent graduates
• Alumni success stories
• Regional or national job outlook data
• Industry partnerships
• Student patent filing
• Student start-ups funded
• Graduate school placements

Share information about any career services or professional development opportunities, such as mock interviews, networking events, or alumni mentoring programs. Internship opportunities can still be attractive to adult learners, too, especially paid ones.

Community colleges are excellent marketing case studies for schools that offer career preparation, on-the-job training, and practical outcomes. Effective marketing for community colleges can provide proven ideas for tailoring messaging to non-traditional college students, as they have been serving this student population for decades. 

Simplify The Enrollment Process

Think about the emotional barriers that non-traditional students need to overcome in order to apply or enroll. Fear of rejection, anxiety about complicated admission processes, intimidation when using digital application tools, and especially worry that they don’t belong can stop a student from making progress in the enrollment process.

To address these concerns head-on, share ways you have simplified the admissions process or provide easy-to-navigate enrollment guides. AI-powered chatbots also offer a discreet way for students to ask questions—in their native language—that they might be embarrassed to ask an admissions officer. Always use a warm, inclusive, supportive tone across all of your enrollment communications.

Personalize Communication and Outreach

The unique concerns of non-traditional students make it all the more important to personalize your marketing and communications. Personalization is one of the most talked-about trends in higher education marketing, and it begins with knowing your own data. Ensure that you have the ability to segment and analyze your audience data so you can tailor your messaging appropriately. 

Then, put the brilliant personas you created to work to customize your messaging. If you’re looking for innovative marketing tips for universities recruiting non-traditional students, the role of testimonials and student storytelling can’t be understated. Examples of students who represent and reflect this population’s demographics and stage of life are essential for engagement. 

And if crafting personalized marketing campaigns for this audience across multiple channels feels daunting, Element451 can assist with drafting communications and suggesting the next best step for campaigns that appeal directly to non-traditional student needs. 

Establish Institutional Credibility and Trust

Non-traditional students also value credibility and stability, especially after the closures of for-profit institutions. Showcasing your accreditation, faculty qualifications, non-profit status, and campus presence will legitimize your institution beyond doubt. This adult student demographic does read the fine print and needs additional reassurance when deciding to make such a significant investment. 

You can also overcome skepticism by ensuring your institution’s website and marketing materials convey professionalism and longevity. Use real images of campus, as opposed to stock photography, and stories of real non-traditional students to earn this audience’s trust.

Conclusion

Marketing to non-traditional students isn’t just about growing enrollment and cultivating a new market segment—it is also about building lasting relationships and reconnecting with your school’s mission. Nurturing these prospects through their decision-making process is rewarding work because it extends opportunity to people overcoming significant obstacles to pursue their educational goals. 

When non-traditional students feel supported, they can become passionate advocates for your institution. Rethinking your marketing strategy for this growing audience is about fostering resilience, instilling confidence, and celebrating the diverse paths that lead to success. And that creates fulfilling outcomes for everyone involved.

Frequently Asked Questions

How can universities effectively market to non-traditional students?

Universities can effectively market to non-traditional students by highlighting flexibility in program offerings, emphasizing ROI and career outcomes, sharing stories of real students that reflect these demographics, and addressing the barriers and challenges this specific population experiences.

What are the key characteristics of non-traditional students?

Non-traditional students are defined as students above the age of 25, who may have a family and/or work obligations that prevent full-time, on-campus enrollment. The term can include commuting students, online learners, veterans, multilingual learners, and returning students seeking to complete a degree.

What are the main barriers faced by non-traditional students in higher education?

Non-traditional students in higher education face barriers such as balancing work and family responsibilities, concerns about the cost of attendance, and feeling apprehensive or underconfident about returning to school.