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Adult Student Marketing


Achieving Smart Growth in Microcredential Programs

Professional Continuing and Online (PCO) leaders are inundated with hype touting microcredentials as the future of education and the way to maintain the relevance of higher ed in a shifting landscape. Amidst the pressure to stand up new microcredential offerings, leaders should prioritize financial sustainability to ensure that they meet their financial goals in this chaotic space, whether seeking to use microcredentials as a revenue stream or just looking to break even while achieving mission-driven goals. In this roundtable, we will examine the current microcredentials landscape, profile tactics to ensure that microcredential offerings are aligned to market demand before launch, and share approaches to ongoing assessment of microcredential performance.

Organizational Design and Strategy Benchmarks for Professional, Continuing, and Online Education Informational Session

Join Matt McAloon in an information session on the Organizational Design and Strategy Benchmarks for Professional, Continuing, and Adult education survey. In the November 16th and December 7th sessions he’ll cover highlights from the old survey, what’s new in relaunch of the survey, and helpful tips for completing the survey.

Research and Services

Organizational and Strategic Benchmarks for Professional, Continuing, and Online Education Leaders

Contribute your PCO organization’s data to receive customized benchmarking and industry-spanning insights.


Launching an Online Education Programme? 5 Questions and Recommendations from EAB Experts

This report outlines decision points and lessons learned to consider when launching an online education programme at your higher ed institution.

Professional and Adult Education Social Media Toolkit

This toolkit contains 12 tools to support PCO units in developing a formal social media strategy, creating content, and gauging ROI.

Professional and Adult Education Web Presence Audit

EAB’s audit will help higher ed institutions identify opportunities to improve their professional, continuing, and online education websites and appeal to prospective adult students.

Quick Reads

Why many enrollment leaders struggle with “student-centric” adult learner program design

Read our Q&A with a strategic enrollment planning expert for insights on designing successful graduate, online, and certificate programs for adult learners.

The marketing metrics you should be tracking, but aren’t

Impressions. CTR. Conversions. Sometimes marketing jargon can feel like another language. This was top of mind for me as I pored over the results of our recent survey of deans. Over half of these deans told us they anticipate marketing will become more decentralized in the next two to three years. If deans expect to […]

How One Law School Grew Enrollment and Class Quality in a Highly Competitive Market

Maple University*, a Medium-Sized, Private University in the Northeast About: Maple University is a private university located near a large city in the northeast, with a law school enrollment of about 800 students.  Challenge: Due to intensifying competition in the region, Maple’s law school experienced multiple years of enrollment declines and struggled to maintain its […]


Senior Vice President, Marketing & Enrollment Solutions and General Manager, Adult Learner Recruitment
Senior Director, Professional and Adult Education Forum
Consultant and Principal

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Professional and Adult Education Forum

Providing continuing and online education professionals with employer-focused market research, strategic marketing and recruiting guidance, and implementation resources to help them reach their goals.

Adult Learner Recruitment

Helping graduate and online programs achieve their enrollment goals with market and program planning services, consumer analytics, and data-driven marketing.

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