In last week’s post we shared the findings from the National Student Clearinghouse Research Center’s latest report on summer enrollment numbers.
We also made a prediction — that the typical recession uptick in people trying to upskill will look a little different this time around. Remember that large drop off in summer community college enrollments we saw in the NSCRC data?
Yes, there will be market demand for new skills as the economic effects of the pandemic persist, but with the job market drastically altered by a new reality of virtual work and the decimation of roles (retail, restaurants, tourism) in the service industry, specific programs will have outsized interest in a way that we’ve never seen before.
In Part 2 of our data-focused series, we turn our focus to one of our favorite topics: non-traditional students. Or more specifically, the pool of 36 million individuals in the US who have some college, but no degree (SCND, as defined by the National Student Clearinghouse Research Center.)
We wrote the book on this back in 2018. Literally. (Don’t worry, a free copy of our non-traditional student eBook, complete with strategy recommendations and case studies from your peers is available for download below.)
This is an audience of 36 million potential students that is yours for the taking if you’re ready to get to work. And if you know how to recruit them. It gets a bit tricky as they are not all 18 years old and following a standard pathway from high school to college. Hence the term non-traditional. Our point: they are harder to target en masse.
And although their rate of enrollment during the pandemic is not yet clear, we have some predictions on how this is going to play out.
Read on to learn who these students are, what they’re looking for in the COVID-era, and what this means for your marketing.Read More