Case Background
The Board of Directors at Post University seeks to develop a marketing campaign and requires specific demographic data to better understand and effectively target its key audiences.
Competitors
The critical questions are how many colleges/universities and active students there are in the United States. There are around 4,000 colleges and universities in the United States (Claybourn, 2022). According to a 2022 Common Application study, college applications have steadily risen in recent years, increasing by 21.3% between 2019-2020 and 2021-2022 (Claybourn, 2022). This growth was followed by another era of consistent development from 2014 until 2020. (Claybourn, 2022). As a result, the enrollment increase is partly attributed to individual students applying to multiple institutions.
Every year, millions of high school graduates have to make significant choices about attending college, and they are not alone because adult students should be considered, too. In the autumn of 2022, around 17.9 million people were enrolled in colleges and universities in the United States (Welding, 2023). A broad and evolving student population includes older students, graduate students, distant learners, and job changers.
Demographic
Nontraditional students include adult learners, and they are a vital target group. Anyone over 25 is termed an adult learner (Andersen, 2022). These students frequently work full-time and have families. They might have needed to take a break from their studies, or they may have entered the military or job market right away.
Adult learners make up around 38% of all postsecondary students, both undergraduate and graduate. Adult learners have an average age of 35; however, they can be of any age and from any background (Andersen, 2022). Significantly, online programs benefit adult learners since they allow them to continue working and caring for children rather than going to campus.
Channels
Post University provides both online degrees and the traditional college experience for students who have recently graduated from high school and adult learners. As a result, marketing channels should emphasize both online and offline targeting. Firstly, Post University should continue to use conventional mail and organize events for high school students. Secondly, Facebook and Instagram may be used to increase online and offline education program leads (Solis, 2023).
As a result, the institution should run image advertising and placements with a particular emphasis on potential offline and online students. Video marketing should be implemented across all platforms. Short and exciting videos will provide anyone interested in Post University with swift information (Solis, 2023). They additionally offer insight into the University’s personality, which is not readily apparent in static postings and web pages.
Persuasive Summary
Before social media, potential students relied on direct mail to learn about postsecondary possibilities. This channel can still be used, but focusing on social media promotion, mainly sponsored advertisements, is critical. Short videos, for example, should be created to attract recent high school graduates and adult learners. For instance, the emphasis in the video for offline programs should be on campus life, student activities, and diversity. At the same time, the video for online students should emphasize the option of pursuing a profession and balancing study, employment, and family.
Furthermore, the University’s Facebook and Instagram pages should continue to communicate university news and student experiences. Offline and online events, such as conferences, should be organized to attract more students. Hence, Post University can overcome competition by being active on social media and constantly promoting the University’s value proposition. Moreover, as people spend more time scrolling Instagram, current Post University students should be encouraged to share short videos about their studies and why they selected Post University. This strategy will motivate more people to learn about programs and apply them.
References
Andersen, Ellen. (2022). Myth: College is only For young students in their 20’s. College Raptor. Web.
Claybourn, C. (2022). How many colleges should I apply to?U.S. News. Web.
Solis, E. (2023). 15 best marketing strategies for universities. Penji. Web.
Welding, L. (2023). College enrollment statistics in the U.S. Best Colleges. Web.