Nontraditional Students Offer Opportunities for Lead Generation Companies

By Frank HealyDecember 1, 2014

The higher education industry has seen a growing number of non-traditional students deciding to return to school, which has been a huge opportunity for companies that specialize in lead generation, especially in this industry.

These nontraditional students include those enrolled part-time, parents, full-time workers and adult learners. Along with the ever-changing workplace, there are numerous reasons as to why these groups of students are choosing to go back to school. Some are seeking a career change, hoping to start on a new path.  Others may be wanting new skill sets or credentials to move up within their profession. Whatever the intention may be, starting or retuning to school can be an overwhelming process.

There are many options when it comes to choosing the right college and degree program, and potential students are well aware of this. They are doing in-depth research on various institutions to find one that meets their specific needs and lifestyle. Nontraditional students have unique characteristics; when it comes to making a decision on a school, they are more concerned about job preparation, balancing school with work and family responsibilities, and cost. Adult students are taking advantage of free web-based college search tools, which provide them with tailored information about schools they are most interested in.

Nontraditional students’ priorities and responsibilities differ from the average college student. With change comes challenges, and these students manage responsibilities like family and full-time positions. So what are they doing to manage, stay up-to-date and remain competitive in the era of technological advances? When it comes to getting an education in today’s world, many find themselves taking advantage of technology to pursue an education that would otherwise be unattainable. These students are utilizing online classes to earn their degrees on their own time. They are using online forums and focus groups to meet fellow peers and compare notes, experiences and insight.

Some adult students have taken to writing their own blogs and forums regarding their experience in searching for colleges, attending college, and juggling classes with their daily responsibilities. Colleges and lead generators alike should scour these blogs for insight into the life cycle of a nontraditional learner.

As a result, colleges can offer the right support system for this unique set of learners, including accommodating schedules and connecting them with others in their same situation. Lead generators can use this life cycle information to provide targeted messages and relevant information to potential students.

The higher education industry will continue to see a rise in nontraditional student enrollments, and should keep this group of students on their radar. 

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