Insights from the Higher Ed Experts

BY Anthony Campisi | March 26th, 2025

Proven Strategies to Attract and Retain Non-Traditional Students in Higher Education

Proven Strategies to Attract and Retain Non-Traditional Students in Higher EducationAs the landscape of higher education continues to evolve, non-traditional students—including adult learners, career-changers, and part-time students—are becoming a critical focus for institutions. These students bring diverse experiences, clear goals, and a strong desire for programs that fit their unique needs.
To attract and retain this demographic, institutions must implement strategies that prioritize flexibility, career-focused messaging, and personalized support. Below are key approaches to successfully engaging today’s non-traditional learners.

Offer Flexible Program Structures

Non-traditional students often juggle work, family, and other responsibilities alongside their studies. Providing flexible learning options can significantly impact their decision to enroll and persist.

  • Online and Hybrid Programs: A combination of online and in-person learning allows students to tailor their education to their schedules.
  • Asynchronous Learning: Recorded lectures and self-paced modules enable students to learn on their terms.
  • Accelerated Paths: Condensed courses and stackable credentials allow students to earn valuable qualifications faster without sacrificing quality.

Craft Marketing Messages That Highlight ROI

Non-traditional students are not just seeking education—they want clear outcomes. Your marketing efforts should emphasize how your institution can help them achieve career growth and personal success.

  • Focus on Career Advancement: Use testimonials and data to showcase how graduates have secured promotions, career shifts, or salary increases.
  • Cost and Value Transparency: Provide a clear breakdown of tuition costs, financial aid options, and expected return on investment.
  • Personalized Messaging: Implement targeted campaigns that address specific needs, such as career transitions, skill updates, or degree completion.

Address Unique Pain Points

Non-traditional students face challenges that differ from traditional undergraduates. Recognizing and addressing these challenges fosters trust and engagement.

  • Support for Life Transitions: Career changers may need help translating prior experience into new opportunities. Career counseling and skill alignment workshops can bridge that gap.
  • Accessible Resources: Ensure easy access to academic advising, financial aid assistance, and tutoring services to remove barriers for busy students.
  • Community and Belonging: Create opportunities for non-traditional students to connect with peers through online forums, networking events, or dedicated student organizations.

GPRS: Helping Institutions Empower Non-Traditional Learners

Non-traditional students are an essential and growing segment of higher education. By offering flexibility, career-focused outcomes, and targeted support, institutions can foster lasting relationships with this motivated audience.
At GPRS, we help institutions attract and retain non-traditional students through tailored strategies. From crafting value-driven marketing campaigns to implementing flexible learning solutions, we understand what it takes to increase engagement and enrollment.

Want to boost non-traditional student enrollment? Contact GPRS today to discover how we can help your institution attract, support, and retain non-traditional learners for long-term success.

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