The Art and Science of Generating Your College’s Audience of Right-Fit Adult Prospects

Infographic

The Art and Science of
Generating Your College's Audience of

Right-Fit Adult Prospects

Strategically Expand Your Prospect
Pool Using These Six Sources

In today’s tightening graduate and adult learner markets, enrollment leaders can’t afford to leave any stone unturned when searching for right-fit prospects. But identifying graduate and adult learners has only become more complex in the wake of the pandemic. Fewer students are taking graduate admissions tests, once a reliable source of prospective student names. At the same time, most graduate and adult learners are “stealth applicants,” or unknown to your institution until they start an application.

0%

of surveyed graduate students
said they do not plan to take
an admissions test

0%

of adult learner applicants
are stealth applicants

Explore How Different Sources Fit into a Complex Adult Audience Generation Strategy

Given these challenges, institutions need to tap into a diverse range of sources to identify right-fit prospects, including opportunities to pilot new sources. Each puzzle piece below represents a potential source of prospective students that enrollment leaders should incorporate into their adult audience generation strategy.

Toggle between the examples below to learn how each source is part of the larger audience generation strategy, according to EAB’s team of experts.

INSTITUTION A

INSTITUTION B

INSTITUTION A

A large public institution in the South
looking to grow enrollment

Illustration of prospective student funnel for Institution B
Strategy

While Institution A had historically bought test-taker names, EAB discovered latent potential for Institution A to grow their audience through data-driven expansions to GRE name buys, which offered a readily available, largely untapped source of prospects.

Since EAB research has shown 20% of test-takers change their mind about their academic area of interest in between taking the GRE and enrolling, EAB’s audience generation analysts set relatively wide search parameters to ensure that Institution A saturated their local and regional markets. To maximize all high-potential audiences, Institution A also made sure to include their inquiries, alumni, and first-party digital sources in outreach.

Outcome

Enrollment growth

The Six Adult Audience Generation Sources

Book icon - Adult Prospect Audience Generation

TEST TAKERS

Although fewer students are taking admissions tests, test-taker lists remain a critical piece of a larger audience generation strategy. Use saturated test-taker outreach in your primary market and calculated selection of prospects in other markets.

0M+

names purchased by EAB last year
Campus building icon - Adult Prospect Audience Generation

INQUIRY POOL +
APPLICATION STARTERS

To ensure as many high-potential audiences convert to applicants as possible, don’t neglect your institutional inquiry and application starter lists.

0%+

of application starters convert to application after additional calls-to-action from EAB
Graduation cap icon - Adult Prospect Audience Generation

YOUNG ALUMNI
+ CURRENT SENIORS

Leverage existing affinity for your institution by including your young alumni and undergraduate students in your audience lists.

0%

of contacts engage with communications
Data icon - Adult Prospect Audience Generation

CONSUMER DATABASES

Leverage consumer analytics to identify a large but highly curated list of prospects from consumer databases.

0M+

U.S. consumers in EAB’s proprietary database
Lightbulb icon - Adult Prospect Audience Generation

UNIQUE PILOT OPPORTUNITIES

Consistently test innovative and unique opportunities to source new prospects, such as student names from honors societies, National Student Clearinghouse and GMAC Early Prospects.

0K+

contacts through Clearinghouse match qualification
Megaphone icon - Adult Prospect Audience Generation

FIRST-PARTY DIGITAL TARGETING

Build awareness among select prospects through Paid Search, Facebook, LinkedIn and YouTube digital ads.

0M+

impressions of display advertising

Some of EAB’s Audience Generation Experts

How 15 colleges improved their adult recruitment

Learn how EAB's Adult Learner Recruitment has helped all types of graduate schools and degree completion programs reach and recruit more adult students.

EAB asks you to accept cookies for authorization purposes, as well as to track usage data and for marketing purposes. To get more information about these cookies and the processing of your personal information, please see our Privacy Policy. Do you accept these cookies and the processing of your personal information involved?