About the Episode
About the Episode:
In this episode of The Hidden Gem, Maya Demishkevich speaks with John McGreal, Dean of Enrollment Services at Waukesha County Technical College, about the college’s research-driven approach to improving adult student enrollment. John shares insights from a recent study funded by a grant, exploring the barriers adults face in returning to school and how targeted marketing and operational changes have led to a significant increase in enrollment. Learn how WCTC is helping adult learners succeed in their educational journeys.
Key Takeaways:
- Hear about the research WCTC conducted to better understand why adult learners were not enrolling, and how they used both quantitative and qualitative data to gain insights.
- Learn how adult students want to go from application to enrollment in as little as 4-8 weeks, and how this insight reshaped WCTC's enrollment processes to accommodate this fast-paced decision-making.
- Discover the impact of combining in-person focus groups with AI-driven qualitative analysis to identify key motivations for adult students, such as career pivots and second chances.
- Find out how WCTC leveraged digital marketing, targeted messaging, and in-person experiences to better engage adult learners and increase enrollment by 7%.
- Get practical advice on using grant funds to experiment with new approaches, offering flexible enrollment options, and tailoring marketing strategies to meet adult learners where they are.
Episode Summary:
What challenges did WCTC identify regarding adult student enrollment?
John explained that WCTC noticed a decline in adult learners, particularly within the School of Business. Economic factors such as low unemployment paired with high inflation likely contributed to this trend, with many adults working multiple jobs and not prioritizing further education. Additionally, there was a lack of clarity about why adult students sought out WCTC and how they perceived the college’s brand. This prompted the college to invest in research to gain concrete data about adult learners' motivations.
How did WCTC conduct the research to understand adult learners?
The college took a dual approach to its research, combining both prospective student surveys and on-campus focus groups. The survey targeted 25 to 45-year-olds within a 40-mile radius of the college, generating over 500 responses. In tandem, live focus groups were held on campus, offering qualitative insights into why students chose WCTC and the barriers they faced in enrolling. They also tested AI-driven qualitative analysis to extract key themes from these focus groups.
What were some key findings from the research?
One of the most significant takeaways was that adult learners want to move quickly from the application to enrollment process—ideally within four to seven weeks. The traditional 16-week semester doesn’t meet their needs. Other findings revealed that adult students are still using platforms like Facebook for research, and that career advancement is a major motivator for returning to school. Additionally, students emphasized the value of in-person experiences, which led WCTC to prioritize more face-to-face events and flexible enrollment options.
How did WCTC apply these findings to their marketing and enrollment strategy?
Based on the findings, WCTC made several adjustments. They leveraged their eight-week terms to align with the adult learners’ desire for quick enrollment, and created more in-person events to cater to this demographic. The marketing strategy shifted to focus on digital platforms like Facebook, Instagram, and LinkedIn, using performance-max campaigns to target prospective students. Messaging emphasized immediate action with phrases like “Don’t wait, make today the day,” and underscored WCTC’s value proposition of offering flexible, career-oriented education. This led to a significant increase in applications and enrollment from adults, with a 7% increase in headcount and a 6.8% rise in full-time equivalent (FTE) enrollments year over year.
Connect With Our Host:
About The Enrollify Podcast Network:
The Hidden Gem: Marketing Community Colleges is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Visionary Voices: The College President’s Playbook and Confessions of a Higher Ed CMO.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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