Insights from the Higher Ed Experts

BY Anthony Campisi | August 28th, 2024

Understanding and Addressing the Concerns of Gen Z Applicants

Generation Z students, who were born between the mid-1990s and early 2010s, now represent most graduate school applicants. The following insights and techniques can help guide your team across the changing landscape and ensure your graduate programs attract and truly resonate with this unique cohort. By understanding and addressing the enrollment concerns of Gen Z applicants, you position your school for success, and prepare your students to meet their goals.

Digital Natives Demand Digital Excellence

Gen Z has never known a world without the internet, smartphones, or social media. They expect seamless digital experiences in every aspect of their lives – including their enrollment journey. Your online presence, from your website to your application process, must be intuitive, mobile-friendly, and efficient.

Put It into Practice: Conduct a comprehensive audit of your digital channels. Streamline your online application, ensure your website is responsive for all devices, and consider implementing chatbots for instant answers to common questions.

Authenticity and Transparency Are Non-Negotiable

Having grown up in an era of influencers and targeted advertising, Gen Z has a finely tuned radar for authenticity. They value transparency and are quick to dismiss institutions or marketing materials that appear disingenuous.

Put It into Practice: Showcase real student stories and unfiltered campus experiences across your marketing materials. Host virtual “Day in the Life” sessions with vetted current students, giving prospects an honest look at life at your institution.

Career Outcomes Take Center Stage

With rising education costs and an ever-competitive job market, Gen Z is intensely focused on the ROI of their graduate education. From start to finish of their enrollment experience, they want concrete evidence that your program will lead to tangible career advancement.

Put It into Practice: Highlight specific career outcomes, internship data, and job placement rates prominently in your marketing materials. Create a robust alumni network and mentorship program, allowing prospective students to connect directly with successful graduates who are living out their desired outcomes.

Flexibility Is Key

Gen Z values work-life balance and seeks flexibility in their educational pursuits. They’re interested in programs that can adapt to their lifestyle, whether that means part-time options, online courses, or accelerated degree and certificate paths.

Put It into Practice: If you haven’t already, consider developing hybrid or fully online versions of your graduate programs. Emphasize any flexible options in your marketing materials and be prepared to discuss how your programs can accommodate non-traditional student needs.

Diversity Matters

As the most diverse generation in history, Gen Z expects to see a genuine commitment to diversity from the institutions they consider. They want to know that your campus is truly a welcoming space for every student.

Put It into Practice: Go beyond surface-level diversity statements. Showcase your institution’s concrete diversity initiatives, highlight diverse student success stories in your marketing materials, and be transparent about areas where you’re still working to improve.

Sustainability and Social Responsibility

Gen Z is deeply concerned about environmental issues and social justice. They want to align themselves with institutions that share these values and are taking action to make a positive impact on the world.

Put It into Practice: Highlight your institution’s sustainability efforts and community engagement initiatives. If possible, integrate social responsibility components into your graduate programs, allowing students to make a real-world impact as part of their studies.

Let’s work together to turn Gen Z’s unique perspectives and aspirations into your enrollment success story. We can help you fine-tune your marketing strategies to attract Gen Z applicants, as well as help create an atmosphere where they can thrive. Let’s chat!

Insights from the Higher Ed Experts

BY Anthony Campisi | August 15th, 2024

Adapting Enrollment Strategies for Non-Traditional Students

Non-traditional students make up a significant portion of the applicant pool. These students – often older or working professionals with family responsibilities – bring unique perspectives and challenges to the enrollment process. Here are some practical ways to adapt your enrollment strategies for non-traditional students while making your institution stay top-of-mind in a sea of options.

Understanding the Non-Traditional Student Journey

Non-traditional students typically have different motivations, constraints, and decision-making processes compared to their traditional counterparts. Recognizing these unique drivers is crucial for developing effective enrollment strategies that make them feel included and understood.

Put It into Practice: Conduct surveys or focus groups with your most outstanding current non-traditional students to gain insights into their enrollment decision-making process and challenges. Use this information to refine your marketing materials and counselor conversations.

Flexible Program Structures

One of the most critical factors for non-traditional students is the ability to balance their education with existing work or family commitments. Offering flexible program structures can be a game-changer in attracting these applicants.

Put It into Practice: Highlight any hybrid or online learning options, part-time tracks, evening or weekend classes, and accelerated programs. Share a variety of non-traditional success stories early in your lifecycle marketing materials and emphasize how they were able to integrate the program into their already full lives.

Personalized Support Services

Non-traditional students often require additional support to navigate the admissions process and transition back into academic life. Providing personalized guidance and letting them know they’ll be supported during the enrollment process can significantly impact their decision to choose your institution.

Put It into Practice: Implement a dedicated admissions counselor or mentor program specifically for non-traditional applicants, offering tailored support throughout the application process and ways to connect with successful non-traditional graduates. You can also simplify your admissions process by providing clear, step-by-step guidance, offering multiple start dates, or waiving test requirements in favor of work experience.

Emphasizing ROI and Career Outcomes

For many non-traditional students, the decision to pursue graduate education is closely tied to achieving promotions in a current job or progressing toward their larger career goals. Demonstrating the tangible benefits of your programs is crucial for attracting these pragmatic learners.

Put It into Practice: Showcase success stories of non-traditional alumni who have successfully advanced their careers or transitioned to new fields. Provide clear data on employment outcomes, salary increases, and better career opportunities. Consider establishing networking events, online forums, or mentorship programs specifically for non-traditional students.

Financial Aid and Scholarship Opportunities

When taking on grad school while raising a young family or working full-time, finances can be a significant concern for non-traditional students. Many are hesitant to take on additional debt or may not be aware of available financial aid options or payment plans.

Put It into Practice. Display your financial aid, scholarship, or fellowship opportunities prominently on your marketing materials and website. Develop scholarship programs specifically for non-traditional students. Offer clear, easy-to-find information about financial aid options, including employer tuition reimbursement programs and flexible payment plans.

Adapting your enrollment strategies for non-traditional students not only expands your applicant pool but also enriches your program with diverse perspectives and experiences. Let’s work together to create a strategy that welcomes and supports non-traditional learners and ensures the growth and diversity of your programs.