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.
said they do not plan to take
an admissions test
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.
A large public institution in the South
looking to grow enrollment
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.
The Six Adult Audience Generation Sources
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.