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Research Report

Competing on Student Outcomes to Attract Today’s Career Changer Study

Turning passive interest into program enrollments

August 12, 2019, By Peter Cellier, Director, Research Admin & Management Carla Hickman, Vice President, Research

Key Insights

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Program-focused marketing messages are no longer sufficient to attract prospective students to professional, adult, and online education programs. Consumers today are highly skeptical of marketing messages, filtering out solicitations and content not immediately relevant or engaging.

This calls into question the primary lead generation strategy deployed by most COE units and requires a new approach to attract and maintain prospect attention.

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