Question: 
“Are higher education enrollments expected to grow and, if so, are adult students part of that growth?

Carol’s Answer:
Using actual figures, in 2005 there were 18.3 million students enrolled in degree granting institutions nationwide – a 20 percent gain over six years. About 85 percent were enrolled in undergraduate programs and 15 percent in graduate programs.  By 2015, it is projected that there will be more than 20 million students engaged in higher education – a steady pattern of growth over the years. Adults (25 years of age and older) will most likely increase their current share of about 40 percent of all enrollments in higher education, given projected declines in high school graduation rates over the next decade and the continuous/expanding need for continuing education among adults.

Question:
Are there any noteworthy changes in the characteristics of adult students today?

Carol’s Answer:
Yes, there are several that colleges need to pay attention to.  First, many adults are entering higher education with “advanced credentials.”  Many have degrees and return to gain new skills and information – often they are more interested in certificate programs, licensing and diploma programs, or just taking individual or clusters of courses. Second, about one-third manage to study on a full-time basis and many are able to do so by enrolling in courses with different formats – classroom but also hybrid and totally online. Third, more and more adults prefer hybrid and online courses.  In our most recent market studies, adult preferences indicate that while about one-half prefer classroom courses, about 30 percent prefer hybrid courses, and 20 percent prefer courses that are totally online.

Question:
What percent of our revenue should be allocated to marketing purposes – for programs aimed at adults?

Carol’s Answer:
The short answer -- without fully understanding your market and your supply – at least five percent.  The for-profits average about 15 percent and large publics are heading toward 7-8 percent. This would be for direct marketing efforts, including the large proportion that now needs to be directed to electronic recruitment methods.  In addition, there are costs to recognize in operating an efficient and effective enrollment management process that tracks and follow-ups on inquirers through conversion. The market has become highly competitive and colleges need to expend a larger portion of their revenue to marketing efforts in order to edge out other providers.

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Question:
"How can my institution identify easily its key competitors?"

Carol's Answer:
Ask your registrar for the colleges to which adult and graduate students have asked their transcripts to be forwarded. This can give you a good idea of what institutions they turn to following some time at your college. Also, do quick telephone surveys of recent inquirers or applicants and ask them for the names of other colleges they are considering. You can do the same with an esurvey of current students.

Question:
"How do for-profit providers compete best with the non-profit sector of higher education?"

Carol's Answer:
First, they spend many more dollars on marketing and advertising. Second, and most important, they tend to be much better in responding to inquiries in an efficient and on a timely basis. They track and monitor all prospective students at all times of the day -even on the weekends! They pursue and court potential new students carefully and communicate through all mediums - electronic, personal, etc.

Question:
"What are some of the key trends you are seeing across colleges in serving adult students?"

Carol's Answer:
First, we are witnessing more and more learning online - particularly through hybrid/blended formats. Second, as the for-profit sector and large nonprofit universities extend their services through online instruction, many smaller and often private colleges, in particular, are facing declines in their undergraduate adult enrollments. The leadership of these colleges has begun to question more and more if and how to respond to adult students.

Question:
"What has been happening to the once-popular degree completion programs?"

Carol's Answer:
I think that it has become more difficult to market degree completion programs - many are not maintaining their shares of market demand. Too many adults have alternative means to acquire the credits they need and many do not necessarily meet or seek to meet the basic requirements for entering degree completion programs.