However, Elizabeth cautions against overemphasizing this trend. Eventually, we will return to a hybrid environment where in-person learning is a major part of the landscape and it would be foolish to permanently diminish this aspect of your value proposition.
That said, online learning capabilities are clearly important to emphasize in any higher education marketing messaging in 2021.
Some questions to consider when positioning your institution's online programs:
How can we differentiate our offering and make it seem more country b2b b2c email list attractive when we know that people tend to question the value and experience of learning through a screen?
Along those same lines, what are the interactive and engaging elements of our online learning programs?
Knowing that prospective students prioritize accessibility and ease of use, not to mention speed, how can we market directly to these interests? (Think crash courses, bootcamps, etc.)
How can we leverage data to gain more clarity around our audience , what they’re searching for, and what they’re responding to?
In many ways, modern universities are at the forefront of this trend, which is not exactly unforeseen.
"Student quality ratings for professionally developed online programs are as high as ever – in fact, on par with ratings for in-person education."
said Brandon Busteed , president of University Partners and global head of Learning Innovation for Kaplan.
David Sutphen , 2U’s director of strategy and engagement, agrees. He says the modularity of online learning is well suited to the changing needs of today’s students.
“The online learning experience can be just as good, if not better, because of the dimensionality, flexibility, and the trend we see. Consumers expect their learning experiences to be more like their media and entertainment experiences.”
LinkedIn offers great opportunities to connect with adult learners
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As a social network that is entirely focused on learning, networking, and career advancement, LinkedIn offers an ideal environment to reach and engage with potential adult learners:
90,000 schools are listed on LinkedIn.
There are 65 million students and recent college graduates in LinkedIn's member base.
More than 1.8 million leads were generated for US schools on LinkedIn in 2019.
232,000 undergraduate and graduate enrollments driven through LinkedIn partners in 2019.
These numbers are on the rise; the number of leads generated in 2020 grew compared to 2019, and the number of signups LinkedIn helped drive increased by 62% compared to last year.
Why does LinkedIn provide such a conducive environment for engaging with these audiences? It all comes down to three key characteristics.
Quality: People come to LinkedIn for credible information and insights from sources they can trust. (We’ve been ranked the most trusted social platform for three years running.)
Source Data: Reliable profile information provided by members, who are motivated to keep details accurate and up to date.
Mindset: People come to LinkedIn with an eye toward personal and professional growth, and are receptive to messages that align
