How to Strategically Expand Your Online Adult Degree Programs
So you’ve built a successful online adult degree program. No small feat. Now you need to keep your foot on the gas to keep the momentum going.
Your first instinct might be to “go wide” with your program expansion strategy by launching a variety of new, unrelated programs to pair with your successful offering. While this diversification strategy might reap great rewards for consumer packaged goods giants like Unilever and Procter & Gamble, higher education is different. Your institution is different.
I find myself making the following recommendation over and over again when it comes to expanding online degree programs: Go deep, not wide.
This means building upon the success of your existing program by developing specialized offerings within the same field. The “go deep” method might not be the most popular, but in my experience, it’s often the most effective. Let’s break it down further — or should I say, dig deeper — to see if this approach is right for your school.
What Does Going Wide Mean for Your Online Adult Degree Programs?
Let’s start with a hypothetical example: You have established a successful online Master of Business Administration (MBA) program with a positive reputation in the region.
Recently, you’ve heard cybersecurity and nursing degree programs are experiencing industry growth, so you decide to pursue programs in those areas next to build out a wider range of offerings.
Unfortunately, this strategic path can be a mistake. Here’s why:
Lack of synergy among programs: When universities add new, unrelated programs, they often fail to create synergistic relationships among all their programs. Each program operates in isolation without benefiting from the shared resources, expertise, or cross-promotional opportunities that could exist if the programs were more aligned.
Missed opportunities to leverage existing brand equity: Diversifying into new areas causes institutions to overlook the strength of their existing brand. A well-established program, like a thriving online MBA program, comes with significant brand recognition and trust that new programs lack.
However, expanding within the existing framework of business administration can allow for the amplification of this established brand equity, rather than starting from scratch with each new offering.
Why Going Deep Is More Effective
In higher education, the smart, strategic allocation of resources is crucial. You could put your institution’s limited resources toward a whole new program, such as a Bachelor of Science in Nursing (BSN) program or a Master of Science in Cybersecurity program. Or, you could just attach a new or adjacent offering to your successful online MBA program to channel your resources into an established program realm.
Forget efficacy for a moment. Which strategy sounds more efficient?
The good news is that going deep in one area of program offerings is often more effective and efficient. Instead of developing an entirely new adult degree program from scratch, you can simply add value to your existing online business program.
This might come in the form of added concentration options, such as MBA concentrations in entrepreneurship, accounting, finance, marketing, management, or strategic communications.
It could also involve adding another relevant degree program within the same area of study. For example, since you’re seeing a lot of success with your MBA program, you could add a finance or accounting degree program to build on the success and reputation of the established program.
Key Benefits of Going Deep With Your Online Adult Degree Programs
I’ve had experiences both ways: some institutions go wide, others go deep. For those that go wide, I’ve often seen siloed marketing efforts, inefficient allocations of resources, and sporadic and unpredictable enrollment. For those that go deep, I see the following benefits:
More Students Attracted
Broadened appeal for students already interested in the primary program: By offering more concentrations within a well-established program, or adjacent degrees within the same field, your institution can appeal to a broader range of interests and career goals within your current student audience base.
More options for prospective students due to increased specialization: Specialized degrees and concentrations allow students to tailor their education to their specific interests and career paths, making the program more attractive to applicants seeking focused expertise.
Increased Marketing Efficiency
Ability to leverage existing web pages and SEO for the main program: Concentration pages can be added as subpages to the main program’s page, which likely already has a strong search engine optimization (SEO) presence. This setup benefits from the existing search engine rankings and requires less effort than starting marketing from scratch for a new program.
Faster path to high search rankings for new concentrations, creating a marketing loop: The SEO efforts for the main program boost the visibility of the new concentrations, which in turn contribute to the overall authority and ranking of the main program’s page. This synergy creates a self-reinforcing cycle that enhances the visibility of all offerings.
Enhanced paid marketing efficiencies: Adding concentrations in areas where significant traffic already exists for broad terms — like “MBA,” “business degree,” or “finance degree” for an MBA program — allows institutions to more effectively utilize their paid advertising budgets. Expanding the program options for your existing traffic allows you to improve your click-to-lead conversion rates, increase your number of leads, and enhance your downstream successes in areas such as enrollments and completions. This approach allows for a more efficient use of marketing investments, providing more options for prospective students within the same budget.
Faster Accreditation Process
Streamlined accreditation process by expanding within an already accredited program: Adding concentrations within an existing program simplifies the accreditation process. Because the core program is already accredited, expanding it with concentrations requires fewer approvals and less bureaucracy than launching an entirely new program.
Ready to Go Deep With One of Your Online Adult Degree Programs?
If you’ve seen success with an online adult degree program offering, you’ve already taken a momentous step toward growth — which is something to be proud of. It also creates massive opportunity, and Archer Education is poised to help you capitalize on it.
Archer is different from other agencies. We work as your online growth enablement partner, helping you to foster self-sufficiency over the long haul through collaboration, storytelling, and cutting-edge student engagement technology.
We’ve helped dozens of institutions increase enrollment and retention through a going deep approach, and your institution could be next. And once you’ve solidified the reputation and success of your core online offering by going deep, we’ll be ready to help you pivot to a wider approach to expand your position in online learning.
Contact us today to learn more about what Archer can do for you.
Whether you’re new to higher education conferences or a seasoned professional looking for fresh expertise, InsightsEDU offers a truly unique experience. As one of the premier conferences focused exclusively on marketing and enrollment management growth, this event is perfectly poised to equip you with networking opportunities that cultivate your understanding of the latest trends and strategies shaping the higher education sector.
If you are attending InsightsEDU for the first time, you can look forward to a wealth of knowledge and connections that will enhance your career in higher education and spark new strategies for enrollment growth. In this blog, we’ll guide you through what to expect and how to maximize your time at InsightsEDU 2025, taking place February 12-14, 2025 at The Ritz-Carlon in New Orleans, Louisianna.
The Purpose of InsightsEDU
InsightsEDU serves as a vital platform for higher education professionals to come together and explore the evolving landscape of marketing and enrollment. This conference provides attendees with knowledge and insights to specifically address the needs and preferences of the Modern Learner.
By focusing on the unique challenges and opportunities faced by students and institutions alike, InsightsEDU fosters a dynamic learning environment that encourages collaboration and innovation, while empowering higher ed professionals to enhance their impact within their institutions.
Elevate Your Knowledge while Immersed in NOLA Atmosphere
The 2025 InsightsEDU Conference will take place in New Orleans, where attendees can look forward to valuable insights into the latest trends and strategies in higher education while enjoying the vibrant atmosphere of this iconic city. With over 100 colleges and universities represented, including higher education marketers, enrollment managers, and university leaders, you’ll find plenty of chances to network with peers who share your interest and challenges in the realm of higher education.
We are committed to providing attendees with an unforgettable experience, and this year’s event will fully embrace the NOLA flair. Highlights include the Bourbon Street Bash, featuring a lively parade, a reception at Bourbon Vieux, and a live jazz performance, allowing you to immerse yourself fully in New Orleans’ culture.
This conference promises to blend professional development with the vibrant atmosphere that New Orleans has to offer, ensuring a memorable and impactful experience for attendees.
Dive into Engaging Sessions
With over 38 sessions lined up, InsightsEDU 2025 offers a diverse range of learning opportunities, from keynote speeches and panel discussions to hands-on workshops. Sessions cover important topics related to emerging marketing trends, enrollment strategies, and evolving student demographics.
Sessions like “The Evolving Expectations of the Modern Learner” will explore how institutions can adapt to better serve today’s students, while “From Waitlist to Wins: Creative Strategies to Streamline Admissions & Maximize Enrollment” will share tactics for optimizing the enrollment experience. Additionally, the session “Mapping Content to the Student Journey: A Strategic Approach to Persona-Driven Marketing” will provide insights into aligning your marketing strategies with the needs and preferences of prospective students. These are just a few examples of the many sessions tailored to address the challenges and opportunities facing higher education.
With sessions led by over 40 experts in the field, InsightsEDU offers attendees invaluable access to innovative ideas and proven best practices, ensuring you leave the conference equipped with actionable insights to enhance your marketing and enrollment strategies.
Making the Most of Networking Opportunities
Networking is integral to the InsightsEDU experience, and we’ve crafted ample opportunities for you to connect with peers across disciplines, institutions, and roles. Sessions are designed to focus on the most timely and impactful topics in higher education, aiming to spark innovation and the exchange of ideas among peers. These sessions offer a valuable opportunity to gain fresh insight into shared challenges, while fostering genuine connections and unlocking potential solutions.
In addition to these structured moments, dedicated networking breaks and social events provide relaxed spaces to further connect with conference attendees. These moments are designed to cultivate conversations that can lead to valuable professional connections and collaborations. Networking takes many forms at InsightsEDU, with multiple touchpoints designed to cultivate meaningful connections. New sessions, like the “Flow Into Focus: A Yoga Journey for Modern Minds,” hosted by Dr. Jodi Blinco, offer a refreshing way to balance professional growth and personal wellness. This unique session creates another valuable opportunity to connect with peers in a relaxed setting, adding a fresh dimension to the conference experience.
To help you make the most of these opportunities, we encourage you to use the conference app as a resource. The app offers features that allow you to connect directly with colleagues, participate in discussion forums, and access the conference agenda, all of which support your networking efforts while keeping you informed. InsightsEDU is the perfect setting to expand your network and engage meaningfully with fellow higher ed professionals navigating today’s landscape.
Unlock New Opportunities at InsightsEDU
With February right around the corner, now is the perfect time to register for this premier higher education conference dedicated to empowering and igniting innovation within the sector. Take advantage of this opportunity to expand your knowledge and connect with fellow professionals. By actively participating and embracing the conference atmosphere, you can make the most of your experience, gain practical skills, and build meaningful connections.
Are you ready to be part of this invaluable event? Register by December 13th to enjoy the early-bird rate and secure discounted attendance for you and your team!
Date: February 12-14, 2025 Location: The Ritz Carlton, New Orleans
EducationDynamics’ InsightsEDU is one of the only higher education marketing and enrollment management conferences focused on the Modern Learner. Every year, InsightsEDU brings together thought leaders, decision-makers, and professionals from colleges, universities, and education-related organizations nationwide. The mission of InsightsEDU is to create a platform for the exchange of ideas, strategies, and innovations that propel higher education forward.
The Council of Independent Colleges’ 2025 Presidents Institute serves as a pivotal gathering amid the shifting higher education environment, offering a space for leaders to address key challenges. The 2025 gathering will provide over 300 college and university presidents, along with nearly 750 participants, the opportunity to explore how strategic community engagement can transform challenges into opportunities. With a focus on critical issues like financial sustainability, legal challenges, DEI and belonging, and federal policy, this event offers timely insights for navigating higher education’s political landscape.
Immerse yourself in four days of unparalleled learning and collaboration at the SXSW EDU Conference & Festival. Designed for education professionals, industry leaders, and policymakers, this pivotal event ignites creativity and fosters innovation in the field of education.
UPCEA’s Annual Conference is one of the most significant assemblies of thought leaders and practitioners today in the field of professional, continuing, and online education. Deans and other senior university leaders, key staff, and teams responsible for the management, administration, and growth of professional, continuing, and online education programs attend every year to gain insights on the most pressing topics in the higher education landscape – including federal policy, finance and operations, marketing and enrollment management, instructional design, noncredit programs, alternative credentialing, and more.
The American Association of Community Colleges (AACC) Annual Conference hosts a premier professional development event for leaders and stakeholders in the community college sector. It features impactful keynote presentations, focused breakout sessions, technology showcases, and peer-to-peer exchanges, all aimed at addressing the most pressing challenges and opportunities in two-year colleges. With a focus on innovation, problem-solving, and extensive networking opportunities, the AACC Annual Conference serves as an essential platform for shaping the future of community college education.
Date: March 30 – April 2, 2025 Location: Seattle, WA
Join a global network of higher education professionals at the AACRAO Annual Meeting, where leaders from various disciplines come together to explore, engage, and advance the field. This event provides an opportunity to discuss the ever-changing landscape of higher education, share valuable insights, and collaborate on practical solutions to real-world challenges. Each year, the AACRAO Annual Meeting tackles emerging issues and trends, offering attendees the chance to deepen their knowledge, expand their network, and contribute to the future of higher education.
The Online Learning Consortium (OLC) is a group of higher education leaders and innovators who work to advance quality digital teaching and learning experiences. OLC Innovate 2025 offers educators of all experience levels to explore, share, and advance digital and blended learning. Themed “The Rhythm of Innovation: Hitting the High Notes in Digital Education,” the conference will reimagine how today’s disruptions shape tomorrow’s classrooms.
HLC’s Annual Conference is geared towards administrators in the higher education community, including administrative professionals, faculty members, CEOs, presidents, and chancellors. Sessions, speakers, and workshops provide opportunities for institutions that seek accreditation and offer information on the latest developments, issues, and best practices in higher education. The 2025 conference will explore how colleges and universities use higher education to address evolving student and societal needs, impart workforce skills, fuel innovation, and tackle today’s most pressing challenges.
The ASU GSV Summit brings together leading thinkers in digital learning and workforce skills to create a future where everyone has equal access to opportunity. It is a community of educators, entrepreneurs, investors, and innovators in the educational technology and higher education industry who are motivated in reshaping society and education through innovation.
Date: April 23-26, 2025 Location: San Francisco, CA
NAGAP’s annual summit unites professionals engaged in every aspect of the graduate enrollment lifecycle—from admissions and recruitment to financial aid, academic affairs, and beyond. As the only professional organization dedicated exclusively to graduate enrollment management, NAGAP provides a unique platform for addressing the specific concerns and challenges faced by those in this field.
Digital University Week, hosted by Inside Higher Ed and Times Higher Education, brings together leaders in higher education’s digital transformation to explore the opportunities and challenges of a digital-first future. The event focuses on overcoming institutional silos, fostering industry collaboration, and maximizing resources while emphasizing a human-centered approach for equitable digital learning. The series offers an intimate setting for impactful conversations, sparking new ideas and building connections to reshape the future of education.
The 2025 North American Career Education Convention is regarded as the largest gathering of private career education professionals nationwide. Featuring renowned keynote speakers, expert-led sessions, and ample opportunities to connect with sector leaders, this conference attracts a diverse audience each year, fostering collaboration and innovation in postsecondary career education.
The Slate Summit, an exclusive event led by the Slate community, provides a deep dive into specific Slate topics through expert-led sessions and offers networking opportunities with like-minded peers in affinity group breakouts. This year’s Summit, tailored for admissions, student success, and advancement professionals, promises to be the most engaging and informative yet, featuring industry experts, interactive workshops, and unparalleled networking opportunities.
The eduWeb Summit is a community of higher education professionals and industry partners who are passionate about advancing their marketing, communications, and digital work. This conference gathers higher education professionals and industry partners from 16 countries and all 50 states. Attendees benefit from enhanced networking opportunities, engaging with peers and potential partners while gaining valuable insights into web and digital experiences, AI and analytics, leadership and innovation, and enrollment marketing.
UPCEA’s DT&L and SOLA+R event combines 2 conferences into 1 seamless experience. It captures all the elements of digital transformation and leadership in a holistic way—from teaching and learning to leadership and administration—preserving the salient issues for two distinct professional communities, while catalyzing dialogue across all facets of the larger field. This event is ideal for key campus leaders – presidents, provost, deans, instructional designers, faculty, and other focused on digital leadership.
UPCEA DT&L and SOLA+R 2025 Conference details have not been released at this time, but you can view last year’s event page for more information.
UNITE, powered by the United Negro College Fund (UNCF), is the nation’s leading annual gathering for Historically Black Colleges and Universities (HBCUs) and Predominately Black Institutions (PBIs). This influential event brings together thought leaders, change agents, and community partners to accelerate institutional transformation, address shared challenges, and celebrate achievements. Through networking, discussions, and celebration, UNITE fosters innovation within higher education and propels institutions towards a brighter future for all students.
UNCF Unite 2025 Conference details have not been released at this time, but you can view last year’s event page for more information.
HashtagHigherEd 2025
Date: TBD Location: TBD
HashtagHigherEd is a dedicated forum of professionals in higher education marketing and communications to converge, fostering the exchange of best practices amidst the complexities of a competitive and ever-evolving landscape. This dedicated forum provides a space for these professionals to collaboratively discuss effective communication, marketing, and branding strategies tailored to the unique challenges of the higher education sector.
HashtagHigherEd US 2025 Conference details have not been released at this time, but you can view last year’s event page for more information.
Date: September 28-October 1, 2025 Location: Online and Grand Rapids, Michigan
Connect with colleagues and explore the impact of digital media on higher education at the HighEdWeb Annual Conference 2025. Designed for professionals across all roles—programmers, marketers, social media experts, managers, designers, and writers—this event offers diverse track sessions, an inspiring keynote, and group discussions. Engage with a vibrant community, gain valuable insights, and address unique digital challenges faced by colleges and universities, all while expanding your network and enhancing your professional development.
Date: September 18-20, 2025 Location: Columbus, OH
The NACAC Conference 2025 will gather over 6,000 dedicated counselors in Los Angeles to exchange best practices, gain inspiration, and explore cutting-edge research in admission counseling. This event provides higher education counselors with the chance to discover innovative strategies, engage with thought leaders and peers, stay updated with the latest research, and connect with a diverse community of professionals.
The UPCEA Convergence conference explores contemporary trends and emerging models within the realm of alternative credentials. This event, a collaborative effort by UPCEA and AACRAO, serves as a platform for key campus figures involved in credential innovation. This includes deans of professional education, chief online learning officers, registrars, and their respective teams. Together, they aim to delineate and refine institutional strategies concerning alternative credentials.
UPCEA Convergence 2025 conference details have not been released at this time, but you can view the 2024 event page for more information.
P3 EDU – Innovation and Public-Private Partnership in Higher Education
Date: TBD Location: TBD
P3 EDU is an invitation-only annual conference that brings together university administrators, government officials, and representatives from foundations and corporations to discuss public-private partnerships in higher education. Attendees will delve into partnership opportunities, share best practices, and address the challenges of implementing successful public-private partnerships in higher education.
P3 EDU 2025 conference details have not been released at this time, but you can view the 2024 event page for more information.
Educause Annual Conference 2025
Date: October 27-29, 2025 Location: Nashville, TN and Online
The Educause Annual Conference is the premier event for higher education technology professionals, connecting the brightest minds in the field. This global gathering brings together individuals from diverse backgrounds within the higher education industry – practitioners, researchers, and solution providers – to share ideas, develop their expertise, and discover innovative solutions to contemporary challenges.
The Educause Annual 2025 Conference details have not been released at this time, but you can view the 2024 event page for more information.
2025 AMA Symposium for the Marketing of Higher Education
Date: TBD Location: TBD
For over 30 years, the AMA Symposium for the Marketing of Higher Education has offered a dynamic glimpse into the ever-evolving landscape of higher education. With a program featuring peer-reviewed content, attendees gain the strategic insights needed to elevate their marketing strategies, enhance their institutional reputation, and ensure financial strength. Beyond the wealth of sessions, the Symposium serves as a vibrant community where knowledge seamlessly transitions into actionable initiatives, making it an invaluable resource for marketers looking to shape the future of higher education, foster growth, and ensure vitality.
The 2025 AMA Symposium Conference details have not been released at this time, but you can view the 2024 event page for more information.
OLC Accelerate 2025
Date: November 17-20, 2025 Location: Orlando, FL
The OLC Accelerate conference showcases groundbreaking research and effective practices in online, blended, and digital learning. It offers a diverse range of sessions and activities designed to support administrators, designers, and educators by addressing the unique challenges and goals of the entire community. This event is a comprehensive resource for staying at the forefront of innovative practices in digital education.
The OLC Accelerate 2025 Conference details have not been released at this time, but you can view last year’s event page for more information.
UPCEA MEMS 2025
Date: TBD Location: TBD
UPCEA MEMS is a must-attend conference for education professionals who want to stay on top of the trends in higher ed marketing. Presented from a variety of perspectives, sessions elevate the conversation about today’s higher education landscape. For over 30 years, MEMS has drawn professionals from institutions of all sizes to showcase thought leadership in higher education and explore trends in adult student recruitment and retention.
UPCEA MEMS 2025 Conference details have not been released at this time, but you can view the 2024 event page for more information.
NAICU’s Annual Meeting & Advocacy Day is the premier policy and advocacy event for private, nonprofit higher education leadership, including college and university presidents, government relations personnel, and executives from state and mission-specific higher education associations. The meeting annually offers briefings on pressing policy issues affecting higher education and focuses advocacy efforts on these critical concerns.
WCET 37th Annual Meeting
Date: October 21-23, 2025 Location: Denver, CO
The WCET Annual Meeting brings together higher education professionals and practitioners to foster critical discussions, share the latest advancements in digital learning, and navigate the evolving regulatory landscape. With a registration limit of 500, the intimate and collegial setting of the WCET Annual Meeting offers unique opportunities for meaningful dialogue and insights, making it a valuable event for leaders and practitioners in digital learning.
WCET 2025 Conference details have not been released at this time, but you can view last year’s event page for more information.
2025 Engage Summit
Date: June 24-26, 2025 Location: Charlotte, NC
The Engage Summit focuses on practical applications of AI, equipping attendees to lead their institutions through AI transformation. Participants will gain insights into the modern student’s mindset—understanding their motivations, interactions, and expectations in today’s digital landscape. This event serves as a great opportunity for educational leaders to prepare their campuses for the evolving future of learning.
The 2025 Engage Summit Conference details have not been released at this time, but you can view last year’s event page for more information.
Conferences offer invaluable opportunities for higher education professionals to stay current with industry trends, discover innovative strategies, and connect with like-minded individuals. Whether you’re seeking to advance your career, enhance your skills, or simply stay informed, attending a relevant conference can be a hugely rewarding experience.
If you see any of our experts at EducationDynamics (EDDY) at one of these events, come and say hello! We’re excited about making new connections with people from all over the world who share a passion for learning more about what it means to understand, find, enroll, and retain adult, online, or non-traditional students.
We look forward to seeing you there; drop us a line if you’re attending any of the conferences above.
The frequently used term “adult students” no longer captures the dynamic, diverse, and evolving population pursuing a degree today. Data from EducationDynamics’ Online College Students and Marketing & Enrollment Management Benchmarks reports show that the average age of learners is decreasing, and that their needs are growing more complex. Whether they are first-generation college students, single parents or veterans seeking to advance their career, these individuals represent what we now define as the Modern Learner. These learners are shaping the future of higher education by driving a demand for flexible, accessible, and affordable learning opportunities that meet their diverse needs. In a recent episode of the EdUp Experience Podcast, Dr. Joe Sallustio, the host of The EdUp Experience, Dr. Melik Khoury, President and Chief Executive Officer at Unity Environmental University and Greg Clayton, President of Enrollment Management Services of EducationDynamics, discuss the trends reshaping higher education and offer insights into how institutions can better serve Modern Learners amidst changing times.
Beyond Traditional Categories
The Modern Learner is not defined by age – it’s a mindset. Gone are the days when “traditional student” and “adult learner” were distinct categories. Today, a diverse range of individuals, from recent high school graduates to seasoned professionals, are seeking education on their own terms. This shift is driven by a fundamental change in how students approach education, influenced by technology, individual aspirations, and an evolving job market.
Modern Learners often juggle busy lives, whether they are working professionals, parents, or recent graduates. Therefore, an education that seamlessly integrates with their personal and career goals has become crucial. They seek learning experiences that fit their unique circumstances, allowing them to pursue their passions and advance their careers.
Regardless of what their circumstances are, Modern Learners are not limited by geographic location or traditional educational barriers. They expect affordable and accessible learning opportunities.
As a result, Modern Learners have redefined the typical adult student profile by prioritizing flexible, career-focused programs that fit into their busy schedules. Traditional models and assumptions about age are no longer relevant, and institutions must adapt to these needs, focusing on providing accessible education that aligns with the personal and professional goals of Modern Learners.
Building a Student-Centric Model
Responding to the needs of the Modern Learner requires higher education institutions to move away from an institution-centric model and embrace a student-centric one. This involves a deep commitment to understanding and addressing the diverse needs of Modern Learners, rather than adhering to outdated practices and structures. Embracing various learning modalities including online, hybrid, and residential programs, while acknowledging the value of each, is paramount. Additionally, by recognizing that online learning is a valuable and equal learning pathway, institutions can provide more flexible, accessible, and relevant educational opportunities that align with the goals and lifestyles of today’s Modern Learners.
We really started to look at each and every one of our subsidiaries for, it didn’t matter how old you were, it was more how did you want to learn?
To fully address these evolving needs, institutions must create personalized learning experiences and adapt program structures to accommodate varying schedules and preferences, which will more effectively engage Modern Learners.
Navigating the Challenges of Change
However, adapting to the needs of the Modern Learner is not without its challenges. Many institutions encounter resistance to change, ingrained practices, and varying levels of awareness about the evolving student landscape.
This resistance often stems from a reliance on traditional models, driven by a fear of disrupting established practices and structures. As a result, institutions may hesitate to adopt online learning, resist new marketing strategies, or cling to familiar, albeit outdated, approaches.
It’s amazing how many universities, if you ask them about the cost of acquisition, they would have no idea…Many institutions don’t even understand the concept of you can’t have a regional recruitment and marketing strategy and hope for a national draw.
Traditional marketing strategies are becoming less effective in reaching the Modern Learner, as this population responds better to online channels, targeted digital marketing campaigns, and social media engagement. Adapting marketing strategies to better connect with this demographic is crucial. Additionally, demonstrating a clear return on investment is equally important, as Modern Learners make quick decisions—often within one or two weeks—based on the immediate value and benefits of their program choices.
The thinking about marketing and how to market to students has to evolve…The amount of time they want to wait is one to two weeks before, so maybe a month. And that’s it.
Successfully meeting the needs of the Modern Learner is rooted in building a culture of innovation and experimentation. This involves a willingness to embrace new approaches, learn from mistakes, and continually refine programs and processes to better serve student needs.
A key aspect of serving the Modern Learner is pivoting to shorter, more skill-focused program offerings. By aligning curricula with industry demands and ensuring flexibility, institutions can better support students in acquiring relevant skills and advancing their careers.
We actually don’t care anymore about majors…my faculty doesn’t identify their value based on our majors, but by the disciplines.
Beyond adapting program design, Modern Learners also require a positive and supportive learning experience. Investing in technology, enhancing student support services, and cultivating a campus culture that fosters engagement and success are essential components of this experience.
Additionally, prioritizing data-driven decision-making is vital to guiding program development and implementation. By using data to assess program effectiveness, track student success, and inform resource allocation and program design, institutions can ensure their strategies are grounded in evidence rather than relying on traditional methods.
Are You Ready to Attract the Modern Learner?
The higher education landscape is changing, and adapting to the needs of the Modern Learner is essential for success. Embracing innovation, moving away from traditional practices, and prioritizing the student experience are critical components for success in today’s learning environment.
Don’t ask me to be innovative and be bound to tradition, be bound to what has come before me, be bound to pedagogy that is tried and true
Flexibility, adaptability, and continuous improvement serve as tenets for institutions successful in meeting the Modern Learner’s needs. Institutions that excel in these areas are more likely to distinguish themselves from the competition. By shifting their governance structures, decision-making processes, and faculty training to encourage innovation and flexibility, they can better meet the evolving expectations of Modern Learners and remain competitive in a rapidly changing higher education environment.
The future of higher education hinges on the ability to adapt. By prioritizing innovation, the student experience, and fostering a culture of continuous improvement, institutions can not only survive, but thrive in this new era of learning. To enter this new era of higher education and elevate your institution’s programs to new heights, reach out to EducationDynamics. Together, we can drive meaningful change and achieve your goals.
The 2023 NCES completion data points to some interesting – and impactful – student trends that continue to paint a picture of a fundamentally changing set of priorities for the Modern Learner. Specifically, more students are moving towards degrees that have firm career outcomes, either in furthering their current career or starting a new endeavor.
Institutions need to pay attention to these trends in order to prepare themselves for a radically different higher education market in the next 5-7 years. This includes prioritizing programs that align with the market’s appetite, as well as re-investing in the value proposition of programs that are currently declining in popularity.
Other Highlights
Associate degree completions saw marked decline, which is notable considering the growth of Undergraduate Certificate completions. Students seem to be preferring certificates that can lead to employment opportunities.
STEM programs continue to either grow or remain stable, depending on the level of the degree. This was most notable at the Graduate level. As more jobs continue to require advanced degrees, this trend is set to only grow in importance.
Liberal Arts programs across all levels experienced significant YoY reductions in completions. Schools that are defined by their Liberal Arts programs will need to assess ways in which they continue to project relevance as the market shifts.
Undergraduate Health Profession programs also saw a decline, which goes against the commonly held belief that the labor market and these programs are continuing to grow. This is something that should definitely be monitored and evaluated, to ensure that institutions do not over-invest in a sector that may be slowing.
2023 NCES Completions Data and the Changing Priorities of the Modern Learner
The 2023 National Center for Education Statistics (NCES) completions data offers a rich and complex tapestry of insights into the trajectory that the Modern Learner is taking their education. As enrollment managers and marketers, it is our imperative to move beyond surface-level observations and delve into the intricate patterns and implications woven within these numbers. This data serves not merely as a historical record but as a powerful compass, guiding us towards a deeper understanding of the Modern Learner’s market demands, and the strategic decisions that will chart the course for institutions in the years to come.
This year’s data unveils a series of significant shifts in student choices, reflecting both the evolving needs of the labor market and the lingering reverberations of the COVID-19 pandemic. We observe a notable decline in associate degree completions, particularly in general studies and humanities, while undergraduate certificates continue their upward trajectory. At the bachelor’s level, STEM fields remain stable, while other areas, especially those associated with traditional liberal arts programs, face headwinds. Graduate programs, particularly in STEM disciplines, are experiencing a surge in completions, and both undergraduate and graduate certificates continue to gain popularity.
In this analysis, we will dive deep into the data, exploring the specific programs experiencing growth or decline, examining the multifaceted factors driving these trends, and discussing the profound implications for higher ed. We will delve into the remarkable growth in graduate programs and certificates, highlighting the increasing demand for advanced credentials in the labor market. We will also confront the undergraduate decline, exploring the potential impact of the COVID-19 pandemic and the looming 2025 enrollment cliff, with a particular focus on the challenges facing private non-profit liberal arts schools. By understanding these multifaceted trends and their interconnectedness, we can proactively adapt our strategies, ensuring that our institutions not only remain relevant and competitive but also thrive amidst a landscape in flux.
Associate Degree: Trade Focused
The 5% decline in associate degree completions is notable both in what programs dropped and which programs are continuing to see growth. The most significant drop emanates from Liberal Arts and Sciences, General Studies, and Humanities, programs that have historically served as a bridge to further education or a broad foundation for diverse career paths. 61% of the YoY decline were in this category. The decline in these areas, coupled with the simultaneous rise in undergraduate certificates, suggests a growing preference among students for more focused, career-oriented pathways that offer a faster and more tangible return on investment.
This shift in student preferences is not surprising in the context of a rapidly changing labor market that increasingly values specialized skills and knowledge. Students are seeking educational pathways that provide them with a clear and direct route to employment and career advancement. In this environment, the perceived value of broad-based, general education programs may be diminishing.
However, amidst this overall decline, we observe encouraging signs of growth in fields directly aligned with high-demand skills. Programs such as Construction Trades, Mechanic and Repair Technologies/Technicians, and Computer and Information Sciences and Support Services have all witnessed increases in completions. This trend underscores the enduring value of associate degrees that equip students with tangible, marketable skills, enabling them to seamlessly transition into the workforce and meet the demands of employers seeking skilled talent.
Bachelor’s Degree: Value Proposition Challenges
At the bachelor’s level, we encounter a mixed bag of stability and change. While STEM fields remain a stronghold, with only a negligible 0.07% dip, other areas, particularly those associated with traditional liberal arts programs, are facing challenges. The most pronounced decline occurs in Health Professions, a field traditionally associated with strong job prospects and stable growth. This decline, juxtaposed with the increase in master’s level completions in Health Professions, suggests a potential shift towards requiring advanced degrees for certain healthcare roles. This mirrors a broader trend of “graduate degree bloat” in the labor market, where employers increasingly demand advanced credentials for positions that previously required only a bachelor’s degree.
The COVID-19 pandemic has undoubtedly exacerbated the challenges facing undergraduate programs. The disruption to traditional learning models, coupled with economic uncertainty and concerns about the value of a college degree, has led many students to reconsider their educational plans. The looming 2025 enrollment cliff, which predicts a significant drop in the number of high school graduates, further compounds these challenges, creating a perfect storm for undergraduate enrollment.
Private non-profit liberal arts schools are particularly vulnerable in this environment. The growth areas in the undergraduate space are mainly concentrated in STEM programs, leaving liberal arts institutions grappling with declining enrollments and a need to reimagine their value proposition. Adapting to this changing landscape will require innovative approaches to curriculum design, student support, and career services. Tuition driven, liberal arts institutions must demonstrate the relevance and value of their programs in today’s world, not only highlighting the critical thinking, communication, and problem-solving skills that their graduates possess (which has always been their particular promise), but also their undergraduate’s career opportunities.
Graduate Studies: Career Growth and Specialization
Graduate programs, especially those in STEM disciplines, are experiencing a period of remarkable growth. The 51% and 25% surges in Computer and Information Science and Support Services and Engineering master’s completions, respectively, echo the trends at the bachelor’s level and underscore the premium placed on advanced technical expertise. The overall 30% rise in STEM master’s completions further solidifies this trend, reflecting the insatiable demand for skilled professionals in these fields.
This surge in graduate completions aligns with the broader trend of graduate degree bloat (others might more favorably describe it as “expansion”) in the labor market. As certain industries and professions increasingly require advanced degrees for career advancement, we can anticipate continued growth in graduate programs, particularly in fields that offer a clear pathway to high-demand, well-paying jobs. This presents a significant opportunity for institutions to expand their graduate offerings and cater to the growing population of working professionals seeking to upskill and advance their careers.
Graduate certificates are also experiencing growth, with a 2% increase in completions. The growth in fields like Computer and Information Technology, Psychology, and Engineering/Engineering-related Technologies/Technicians demonstrates the appeal of these focused credentials for professionals seeking to enhance their skill sets or transition into new careers. The flexibility and shorter duration of graduate certificates make them an attractive option for busy professionals who may not have the time or resources to pursue a full master’s degree – especially if the certificates are tied to a degree later.
The flourishing graduate landscape presents a wealth of opportunities for institutions. Expanding graduate program offerings, enhancing online and hybrid learning options, and strategically marketing to working professionals are all essential strategies for capitalizing on this growth. The increasing popularity of graduate certificates also underscores the need for institutions to develop a diverse portfolio of graduate programs that cater to the varied needs and preferences of learners.
Navigating the Data’s Implications for Engaging with the Modern Learner
The 2023 NCES completions data provides a roadmap for navigating the complexities of the higher education landscape. The trends we’ve observed highlight the growing preference for career-focused programs, specialized credentials, and flexible learning options. They also underscore the challenges facing undergraduate programs, particularly in the liberal arts, in the wake of the COVID-19 pandemic and the approaching enrollment cliff.
To thrive in this environment, institutions must be proactive, agile, and data-driven. The Modern Learner is looking for clear career outcomes – not just in program availability but in the flexibility that comes with balancing work with furthering education. They want to know exactly what they can expect from their investment of time and money to the program. Schools must also reimagine their programs, enhance student support services, and strategically market offerings to meet the evolving needs of learners and the demands of the labor market. They need to embrace innovation and explore new models of education that provide students with the skills and knowledge they need to succeed in the 21st century.
For associate degree programs, this may involve a greater emphasis on career-focused pathways, stackable credentials, and partnerships with employers. Bachelor’s degree programs, especially in the liberal arts, may need to re-articulate their value proposition, highlighting the transferable skills and lifelong learning benefits that their graduates acquire. Graduate programs should continue to expand and innovate, offering a mix of traditional degrees and flexible certificates to meet the diverse needs of working professionals.
Above all else, if this data is speaking to troubling realities on campus, the most important takeaway should be: trying the same strategies that are producing tepid results in regards to enrollment growth will not be the solution going forward. If you are seeing challenging enrollment numbers for any level of program, think about how your institution can more readily adapt to these changing trends, whether that be introducing multiple starts per term, reworking tuition costs, or making better strategic use of marketing and enrollment processes for priority programs.
Is Your Institution Ready for the Modern Learner?
We help schools all the time who have been trying to fit a square peg into a round hole, and often the solution is for an outside perspective to create a vision for the future. The time to act is right now, there is a quickly closing time frame for ensuring a flourishing future for your institution. In fact for many schools, it is already too late. The Modern Learner is moving at a swift pace, and if universities do not keep up, they will quickly be left behind.
If you’ve scrolled TikTok recently, you might have noticed that some of your favorite creators have started bringing up their other handles, encouraging you to follow them on different platforms. With the ban possibly becoming effective as early as January 2025, this trend is becoming increasingly popular. From micro-influencers to brand giants, creators are taking decisive action, urging their audiences to follow them on alternative platforms as a failsafe. These creators aren’t just reacting—they are leading the pack by ensuring that their followers stay connected, no matter what challenges lie ahead.
As the calendar inches closer to January, the time to rethink and implement your digital strategy is now.
For marketers who have leveraged TikTok’s platform to amplify their brands and connect with consumers in unprecedented ways, the looming possibility of bans or restrictions raises pressing questions about the sustainability of their marketing strategies. As we navigate this pivotal moment in digital marketing history, it’s crucial for marketers to assess the implications of potential TikTok bans and explore alternative strategies to adapt to an evolving landscape.
Understanding the Current Landscape
In April 2024, President Biden signed the “Protecting Americans from Foreign Adversary Controlled Applications Act,” requiring TikTok’s parent company, ByteDance, to find a buyer within nine months or face a nationwide ban in The United States. The legislation, if enacted, would result in TikTok losing all market share in the U.S., effectively removing the app from the country’s digital landscape and preventing millions of American users from accessing its content.
The ban stems from rising concerns over national security and data privacy, given ByteDance’s origins in China. American policymakers and critics of TikTok contend that the Chinese government could gain access to sensitive data and influence Americans on geopolitical issues, both posing significant concerns for American users’ privacy and national security. U.S. Lawmakers have cited these concerns by drawing attention to potential laws that could “allow the Chinese government to secretly demand data from Chinese companies and citizens for intelligence-gathering operations.” Additional concerns include the app’s ability to fuel misinformation through TikTok’s content recommendations. This isn’t the first time these fears have been highlighted, as President Trump attempted to ban the video-sharing app back in 2020.
In May 2024, TikTok responded to President Biden’s proposed ban with a lawsuit, arguing that the bill violates Americans’ First Amendment rights. If the bill succeeds, the ban will remove TikTok from all app stores, effectively hindering the ability for the platform to garner new downloads and provide updates to active users, which would render TikTok obsolete over time.
The ban on TikTok could significantly impact the way marketers manage their advertising. Currently, U.S. ad businesses on TikTok are anticipated to see $10.42 billion in ad revenues in 2024. Furthermore, forecasts anticipate that TikTok will “make up 12% of US social network ad spend and 3.4% of US digital ad spend in 2024.” TikTok’s potential ban underscores the critical need for marketers to stay informed and adaptable, given the platform’s sizeable relevance in the U.S. ad market.
Building a Multi-Platform Ecosystem
In an era of rapid digital evolution, building a multi-platform ecosystem is no longer just a strategy—it’s a necessity. The volatility of social media platforms is no secret. Given recent challenges with platforms like Twitter, now X, we’re well aware of the vast changes in the realm of social media. The potential TikTok ban further underscores the risk of relying too heavily on a single platform. For marketers, this means a single-threaded approach to video marketing is a vulnerability they cannot afford.
One of the most effective ways to mitigate such vulnerability is to diversify. At EducationDynamics, we have long recommended a diversified approach when it comes to marketing at any point in the funnel. This strategy involves distributing your marketing efforts across multiple stages to achieve optimal stability and reach.
Our target audience consumes media across multiple channels and mediums, and always has. New vendors will always appear in the mix to test and integrate into full funnel marketing plans, but it is never recommended to place all your eggs in one basket. We need to reach our audience multiple times across multiple platforms to have effective reach and frequency.
Building a robust brand presence beyond TikTok is crucial, and investing in owned media channels such as websites and email newsletters is essential for gaining the most long-term value. An optimized website serves as the hub for your institution’s brand, providing credibility and important information about your institution’s unique offerings.
Similarly, email newsletters play an instrumental role in the student journey by fostering engagement and creating lasting relationships with both prospective and current students. Through personalized and consistent email communications, you will be able to keep your student audiences connected, engaged, and informed on the latest updates and offerings your institution has.
Lastly, it is essential to monitor ongoing regulatory developments and adapt your strategies accordingly. The looming TikTok ban, and ever-changing social media landscape illustrate that shifts can occur at any time. Staying informed about these changes is crucial for being able to pivot your strategy and remain compliant with the latest regulations. By equipping yourself with the most current information, you can ensure that your marketing efforts stay relevant and that you can continue to effectively reach your audience.
Evaluating Alternative Platforms
As the social media environment continues to shift, understanding where your target audience is most engaged becomes increasingly important. In EducationDynamics’ 2024 Online College Student Report, we surveyed students to ascertain their media consumption habits and platform preferences.
According to the report, most online college students reported using Facebook (75%), TikTok (74%), and Instagram (72%) daily. However, a significant portion reported daily use of Snapchat (66%), Twitter (56%), Discord (48%) and LinkedIn (44%).
While Facebook, TikTok, and Instagram dominated daily usage, online college students reported LinkedIn (42%) as the most helpful and trustworthy platform when researching schools. Reddit (33%), Facebook (32%), Twitter (28%), and Instagram (25%) followed in terms of usefulness for this purpose. Only 19% found TikTok helpful for school research.
Given the potential ban on TikTok, the most viable options for delivering video content are LinkedIn for its trustworthiness and strong daily usage, Facebook and Instagram for broader reach and informal engagement, and Facebook and Instagram Reels for further boosting informal engagement and brand building opportunities.
Understanding which platforms are best suited for specific types of content and engagement can help you maximize their potential and mitigate potential losses from a TikTok ban. Prioritizing LinkedIn for research, strategically utilizing Facebook and Instagram, as well as exploring the latter platforms’ reels features for informal engagement opportunities offers a balanced approach to reaching and engaging online students in a changing social media landscape.
Expanding Reach through Multi-Platform Video Marketing
The 2024 Online College Student Report also found that nearly all online college students (98%) consume content from one or more streaming services. Seventy-five percent of online college students stream media daily on YouTube, making it the platform with the largest usage and largest opportunity for schools to build brand awareness and consideration. This highlights the importance of a diverse marketing strategy with a full funnel approach comprised of multiple platforms that deliver personalized messaging tailored to prospective students’ place withing their enrollment journeys.
At EducationDynamics, we encourage video production that can be used across platforms, in a variety of dimensions, and highlights what makes the university unique, such as student testimonials and graduation. By capturing this ‘evergreen’ video, we can quickly shift focus in social media platforms when challenges (or exciting changes like new apps) like this arise
The rise in alternative platforms for video marketing offers marketers a flexible approach by enabling the use of the same video content across multiple channels. This adaptability ensures that marketers can maximize their reach across multiple audiences by tailoring their content to the unique preferences of each platform. Additionally, marketers can now repurpose video files across platforms without worrying about intrusive cropping or coverage by platform-specific icons, titles, or captions. This ‘safe zone’ within a video guarantees visibility on all platforms, reducing the stress of potentially losing valuable messaging.
Consider These TikTok Alternatives for Your Video Marketing Needs:
Instagram Reels
Facebook Reels
YouTube Shorts
Reddit
LinkedIn
If the TikTok ban goes completely undownloadable, schools need to take away how TikTok changed the social media playing field. It changed how brands entertain while delivering information. Schools can see what content was successful for the platform and how they can develop other content for different platforms. TikTok also showed how quickly audiences can adapt to social media platforms, meaning it is essential to stay up to date with all social media adaptations and changes.
The landscape of higher education marketing, like all sectors in the digital realm, is marked by constant evolution. As both consumers and marketers, we understand the importance of safeguarding our data and audiences across platforms. The potential fate of TikTok serves as a reminder that new platforms will inevitably emerge, challenging the status quo and reshaping how we engage with audiences. Just as marketers have navigated through shifts in platforms in recent years, adaptability and proactivity remain paramount. The resilience of marketers throughout history underscores the industry’s ability to weather such storms. While legal challenges to platforms like TikTok may present hurdles, they are just one of many bumps in the road, and with each challenge comes an opportunity for innovation and growth.
With the uncertainty around platforms like TikTok, now is the perfect time to adopt a multi-platform approach designed for the entire student journey. Our experts can help you build a resilient, full-funnel marketing strategy that drives enrollment, regardless of future shifts. Reach out today to start the conversation.
FAQs About the TikTok Ban
This FAQ section will be regularly updated to reflect the latest developments regarding the TikTok Ban. Check back for new insights and answers to frequently asked questions.
How did we get here?
TikTok’s undeniable popularity surged during the pandemic, with lockdowns driving a significant increase in users. During this time, the app saw a staggering 45% increase in monthly active users from July 2020 to July 2022. According to data from the 2024 Online College Students Report, 74% of online college students who use social media visit TikTok daily. With over 1 billion monthly active users, TikTok quickly became a major player in social media, known for its ability to spark viral trends and innovative marketing opportunities. However, its future is now uncertain due to growing regulatory and geopolitical challenges. As these issues continue to unfold, TikTok’s position in social media has become increasingly uncertain.
What is the current status of the TikTok ban?
While a complete US TikTok ban isn’t in effect yet, the situation is evolving rapidly. Several states have banned TikTok on government devices, and there’s ongoing discussion at the federal level about potential security risks and data privacy concerns.
How might a TikTok ban affect my marketing efforts?
TikTok ban could significantly disrupt your marketing efforts if you rely heavily on the platform to reach prospective students. Losing access to your TikTok audience and content could mean losing valuable brand awareness, engagement, and lead generation opportunities.
Are there any contingency plans I should have in place?
Absolutely. Don’t wait for a ban to happen before you act. Here’s what you should be doing:
Diversify your social media presence: Focus on building a strong presence on other platforms like Instagram Reels, YouTube Shorts, and even emerging platforms relevant to your target audience.
Download and save your existing TikTok content: This way, you’ll have a library of assets you can potentially repurpose on other platforms if needed.
Focus on building your owned channels: Prioritize growing your email list, website traffic, and content marketing efforts to reduce reliance on any single platform.
Engage with your TikTok followers on other platforms: Encourage them to connect with you elsewhere to maintain that connection.
What are the potential alternatives to TikTok for marketing purposes?
LinkedIn: Enables targeted outreach to prospective students during their decision-making process, capitalizing on the platform’s reputation for credible professional networking and industry insights.
Facebook and Instagram: Offer powerful tools for amplifying brand awareness, cultivating vibrant online communities, and driving early-stage engagement through diverse content formats and a vast, active user base.
YouTube Shorts: Provide access to YouTube’s massive audience, allowing institutions to connect with prospective students through engaging short-form video content while also leveraging the platform’s strength in longer-form video.
How can I stay updated on the latest developments regarding TikTok bans?
To stay updated, don’t hesitate to leverage your EDDY resources, as we are always here to help you with your marketing and enrollment journeys! In addition, we recommend following Social Media Today and HubSpot’s Blog as resources for staying aware of the latest industry updates.
Links to additional resources about the latest news about TikTok:
