Stamats Adult Student Marketing Conference 2017

A content collection by Lindsey Fair, Queen’s University

Highlights and Takeaways: We’re in this together.

PEOPLE aha’s

Delivery Preferences:• 100% online

(no on-campus requirement 45% want this compared to only 8% want mostly online with small residential component, and less for mostly on-campus and partially online)

• 8 weeks or less per course

• Non-cohort based

© Lindsey Fair, MBAQueen’s University, Canada

41% of adult learners only apply to one institution / one program.

And most of them won’t inquire before they apply.

© Lindsey Fair, MBAQueen’s University, Canada

If a student connects with 9 students during the decision process they are 93% more likely to enrol.

Get students on your team.

© Lindsey Fair, MBAQueen’s University, Canada

Things that get in the way of adult learners applying….

1. The cost must be too high.2. The time to completion will take

too long.3. How can it possibly fit in my day-

to-day to life.

Solution? Show examples – be a storyteller.

© Lindsey Fair, MBAQueen’s University, Canada

Needs to address during decision making:

1. Financial advice2. One point of contact3. Extended hours

© Lindsey Fair, MBAQueen’s University, Canada

PRODUCT aha’s

COLLABORATIONS are key to succeed.

Especially if you’re small. Or people think you’re small. Or you have a small prospect pool. Or if you want to succeed… really.

© Lindsey Fair, MBAQueen’s University, Canada

LIFELONG LEARNING – WHAT ARE WE DOING ABOUT IT.

Accept a student now, let them learn forever.

© Lindsey Fair, MBAQueen’s University, Canada

Degree not needed.

Most adult learners looking for more education already have a degree, instead they want an alternative credential.

© Lindsey Fair, MBAQueen’s University, Canada

Credentials.Not something that gets shoved in a box (or closet).

It should be something that goes with them on their digital footprint. Badges? Maybe. But what else?

© Lindsey Fair, MBAQueen’s University, Canada

Make it scalable.

Don't make your coolest, new innovative thing limited to small pool of students, scalability is important. If it's great, make it scalable.

© Lindsey Fair, MBAQueen’s University, Canada

In the world of youtube and lydia.com our competitors are not universities.

And students like them better.Shorter. Relevant. Snackable. Stackable.

© Lindsey Fair, MBAQueen’s University, Canada

Create marketable products1. 100% amazing instructors (no

exceptions)2. Kick butt LMS3. Create moments for prospects to

interact with the Dean, the instructors and advisors

© Lindsey Fair, MBAQueen’s University, Canada

PROMOTION aha’s

All I want is a VIEWBOOK!Make it easy to get a viewbook. Don’t make them jump through hoops. They want it, and will use it, and if not, the process itself will influence them - so don’t make them fill out an army of forms and don’t hold on to the books as if they are precious gems.

© Lindsey Fair, MBAQueen’s University, Canada

Channel Choice:*in order of importance

1. Websites2. Web Search

(adult segment more likely to click on ads then youth segment)

3. Print Publications4. Campus Visit / Tour5. Meeting an Advisor6. Out-of-home

(because adults drive cars)

The upcoming generation hates the phone. In fact, they don’t know how to use them really. So stop promoting the phone so much. © Lindsey Fair, MBA

Queen’s University, Canada

Let them test drive before they buy.

• Virtual open houses• MOOCs• Sample classes

© Lindsey Fair, MBAQueen’s University, Canada

Giveaway something they are searching for.

Give and Take model. You give them a tool, they give you their email address.

ExampleGuitar tuning for music programs

© Lindsey Fair, MBAQueen’s University, Canada

FORM frustration… make it stop.1. Keep them simple and short (don’t

collect what you won’t use)2. Make the landing page upon

completion engaging and useful3. Test your own form from start to finish

– do it from your phone too4. Follow up email should be instant –

almost before they hit submit. Think AMAZON.com

© Lindsey Fair, MBAQueen’s University, Canada

Sell the program, not the course.

The reason they are coming to you and not just using lyndia.com or YOUTUBE is the credential. Sell the pair of shoes not just one shoe. Sell the credential.

© Lindsey Fair, MBAQueen’s University, Canada

Distance learning is intangible.

Find a way to make it tangible. Put something in their hands.

© Lindsey Fair, MBAQueen’s University, Canada

What’s that you say? Use word-of-mouth…. from your alumni.

Traditional, on-campus programs having being doing this for years but distance and adult education doesn’t make use of their alumni to help spread the word.

© Lindsey Fair, MBAQueen’s University, Canada

ONE call to action – on everything.

And make it trackable.

© Lindsey Fair, MBAQueen’s University, Canada

OTHER aha’s

Focus on 5 programs at any given time.

More than that is hard on you, and more importantly, confusing for them.

© Lindsey Fair, MBAQueen’s University, Canada

Create a Resource Toolbox

For departments, programs, and champions to create their own promotional items while still be branded and professional.

© Lindsey Fair, MBAQueen’s University, Canada

18 months to launch a program is too long.

Find barriers. Break them down… even if it takes 8 tries to do so. And while you’re at it… to start something new, end something old.

© Lindsey Fair, MBAQueen’s University, Canada

Marketing people focus on the wrong stuff.

Recruitment, Retention, and Raising Money should always take priority. Not pet projects like anniversaries, sporting events (unless your school’s identity is related to sports), academic conferences.

© Lindsey Fair, MBAQueen’s University, Canada