About the Episode
Seth Odell was part of the team that took Southern New Hampshire University’s online enrollment from 7,000 to 70,000, which makes him the perfect guest for Jaime to talk to about recruiting non-traditional – or, perhaps more aptly named “post-traditional” – students. As the demographics of the United States change, attracting these students into our programs can help our institutions survive – and thrive – as we approach the demographic cliff.
Takeaways from this episode include:
- Why “post traditional” is a better frame for this audience
- How marketing to this audience differs from recruiting first-time freshmen
- How institutions are approaching this wrong – and how to right those wrongs at your university
- What the selling points are for post-traditional students
- Ways to make it easier for post-traditional students to find the info they need to make a decision
- Ideas for rising above the noise in the marketplace
Who Are Post-Traditional Students?
Post-traditional students are not your typical 18-22-year-olds living in dorms. Instead, they include adult learners, military-affiliated students, working professionals, and even younger students who prefer online or hybrid options over the traditional college experience. Seth O'Dell explains that the lines between "traditional" and "nontraditional" students are increasingly blurred. Today’s post-traditional learners might be younger than ever, with some in the 18-22 demographic choosing fully online or hybrid programs that better suit their learning styles and lifestyles.
How the Pandemic Accelerated Change
The pandemic significantly shifted expectations for higher education. Students experienced online learning—some for the first time—and many found it flexible, convenient, and suited to their needs. For some institutions, this was a wake-up call to adapt to the preferences of a new generation of learners.
Marketing to Post-Traditional Students: Why It’s Different
Marketing to post-traditional students requires a fundamentally different approach compared to traditional college marketing. Seth explains that post-traditional students have competing priorities—work, family, and finances—making their decision-making process more complex.
The Shift from Experience to Outcome
Traditional students often choose colleges based on the on-campus experience, including athletics, social life, and prestige. In contrast, post-traditional students prioritize outcomes like affordability, speed to completion, and career advancement. Institutions need to adjust their messaging to address these priorities.
The Role of Creative in Messaging
Seth emphasizes the importance of addressing the "probability" factor in marketing. Prospective students need to feel confident they can succeed. This is where creative elements, such as relatable messaging and compelling visuals, play a crucial role in building trust and removing doubts.
The 4 P’s of Recruiting Post-Traditional Students
Seth outlines a framework for marketing to post-traditional students:
- Program: Do you offer the program they’re looking for? Highlight the breadth of your offerings to appeal to diverse needs.
- Price: Be transparent about costs. Instead of listing tuition per credit hour, provide clear total program costs and financial aid options.
- Pace: How quickly can they complete the program? Offer flexible pathways for faster degree completion, including credit transfers.
- Probability: Can they succeed in your program? Build confidence through testimonials, support services, and clear success pathways.
Removing Friction in the Enrollment Process
Many institutions inadvertently make it difficult for post-traditional students to enroll by burying essential information like tuition costs or program details on their websites. Seth advises colleges to adopt a "less is more" approach.
Why Lean Websites Work
A streamlined website focused on guiding students to key actions—like finding a program or contacting an advisor—can dramatically improve conversion rates. Seth cautions against overwhelming prospective students with excessive details, which can trigger doubt or inaction.
Putting the Student First
The enrollment process should be designed with the student’s needs in mind. Institutions should focus on addressing the most critical questions up front while saving detailed information for later in the process when students are ready to engage more deeply.
Post-Traditional Students and the Enrollment Cliff
With the looming enrollment cliff, targeting post-traditional students is not just an opportunity—it’s a necessity. Seth notes that there are over 40 million adults in the U.S. with some college credit but no degree. These individuals represent a massive potential market for institutions willing to adapt their offerings and marketing strategies.
The Role of Access and Affordability
Institutions that prioritize access and affordability are better positioned to attract post-traditional students. This means offering flexible modalities, clear pathways to completion, and robust support services that reduce barriers to enrollment.
The Future of Higher Ed Marketing
Seth encourages higher ed marketers to embrace a more consumer-driven approach. By putting the prospective student’s needs and concerns first, institutions can better compete in a crowded marketplace.
Lessons from Elite Institutions
Seth notes that even institutions with elite reputations are beginning to recognize the value of post-traditional students. The shift toward online and hybrid programs is creating opportunities for colleges and universities to serve a broader range of learners.
About Confessions of a Higher Ed CMO
Confessions of a Higher Ed CMO is sponsored by our friends at Mindpower- a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward.Learn more about Mindpower here!
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jeremy Tiers, Corynn Myers, Jaime Gleason and many more.
Learn more aboutThe Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
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