There are many entities, nonprofit and for-profit, that focus on helping students on every leg of their education journeys. Whether it’s test preparation, evaluating schools and education platforms, supplementing classroom instruction, or the job search post-graduation, startups, schools and educational institutions are creating services and products to fill every student need. The competition is always on the rise and that makes effective lead generation in education an ever more complicated battle.
One of the areas of education stirring up significant interest is in continuing education and adult education. Many schools are focusing on this segment of the population as a growth area and for good reason. With technology bringing the world closer together and driving innovation in every industry, all adults in every field must keep their existing skills sharp and acquire new ones to stay competitive in the job market.
Here are methods that education providers are using to target adult learners and attract their attention, dollars and time:
Good ol’ mass media with a twist
Flip to any morning news program and chances are you’ll see and hear commercials for schools such as Kaplan, DeVry and Keiser. Rather than just a blanket general ad about the school, today’s advertisements highlight flexible schedules that apply directly to specific professional fields. I saw one this morning that specifically called out their online education program and its lower cost, an appealing option for those whose circumstances (kids, a job, current geography) require them to take the majority of their credits online and at a lower rate than traditional classroom learning. A version of these ads is also present in print and online media as well. Another interesting way that Kaplan University has increased its profile in mass media is by attracting compelling speakers such as John Legend and Colin Powell who have their own media followings.
Kaplan University has created an innovative corporate program to reach working adults who want to grow and enhance their career options. Its Enterprise Learning Solutions (ELS) program “provides companies, academic institutions and associations with educational and professional development options to help individuals earn degrees and develop advanced skills.” This kind of program provides companies with a benefit that they can offer to employees that engenders loyalty and strengthens the skills of its exiting workforce.
Collaborating with innovative nonprofits
More than ever, people are aware of and working to end the disparity between classes, both in the US and around the globe. We’ve seen this with the 99% movement and similar calls for economic social justice and as part of every political campaign for the last decade. One of the best ways to close the socioeconomic gap is to make it possible for everyone everywhere to get a high-quality education. To reach people who have previously been unable to get an education for economic reasons, Kaplan University and many other companies and organizations have partnered with Operation HOPE, an innovative nonprofit whose mission is to provide financial literacy, capabilities and dignity to all people.
While general media advertising has its place in leads generation, it’s certainly not the only, nor even the most effective, method. If you have a firm idea of the audience you want to reach and an offering that’s specifically tailored to them, look for messages, partnerships, and channels that speak clearly and succinctly explain the value you provide.
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