SOURCE: CourseAdvisor, Inc.

February 27, 2008 09:00 ET

Recent Poll Concludes Adult Learners Are the Most Challenging Demographic for Postsecondary Education Marketers to Reach

CourseAdvisor and Eduventures Address the Changing Student Profile at Recent Webcast

WAKEFIELD, MA--(Marketwire - February 27, 2008) - CourseAdvisor, an established marketing and lead generation company operating one of the top online education directories, and Eduventures, the leader in shared-cost, data-driven research and consulting for higher education, today announced results from an online poll of executives representing more than 120 postsecondary educational institutions. The poll found that more than 53 percent of respondents agree that adult learners are the most challenging group to reach and retain.

"With the enrollment of college students age 35 and over projected to increase by 7 percent over the next few years, understanding how to communicate with adult learners is extremely important," said Noah Carp, Senior Analyst, Eduventures. "By taking a data-driven analytical approach to marketing and recruiting, the likelihood of finding the right student for the right program at the right school can increase tremendously. As a result, the challenges of retention can also be lessened through an informed and well-executed recruiting strategy."

Additionally, participants noted that parents (48 percent) and peers (47 percent) continue to be the biggest influence for students when deciding on colleges and programs.

Participants included senior level managers from the Admissions, Marketing and Recruitment departments and were surveyed during a recent webcast led by Noah Carp, Senior Analyst with Eduventures, and Justin Klapprodt, Director of Strategic Analysis of CourseAdvisor. The webcast discussed the shifting student composition and the best methods of reaching those students, how the millennial explosion is having an impact on traditional four-year programs, why adult learners are turning to online education programs, and best recruitment practices. The webcast, "Recruitment and Retention Strategies for the Changing Student Profile," can be viewed at:

"The postsecondary market is experiencing a generational shift. More adults than ever are going back to school, and the glut of high school applicants is keeping acceptance rates low and competition at an all-time high," said Justin Klapprodt, Director of Strategic Analysis, CourseAdvisor. "College admissions officers and marketing professionals need to re-evaluate their strategies as they incorporate generational behaviors into marketing and enrollment programs to reach various student profiles."

About Eduventures, Inc.

Eduventures is the industry leader in shared-cost, data-driven research and consulting for higher education. Eduventures is dedicated to helping colleges and universities become more efficient and successful institutions. More than 300 higher education institutions participate in one or more of Eduventures' seven Learning Collaboratives: Continuing and Professional Education, Development, Enrollment Management, Online Higher Education, Schools of Education, Student Affairs, and Summer Sessions. These collaboratives provide members with research reports on current trends and issues, custom analysis, implementation support, and opportunities to network with fellow professionals. Additionally, Eduventures provides consulting and management services to colleges and universities, drawing upon market research, data analysis, and best practices developed through the company's Learning Collaboratives. More about Eduventures can be found at

About CourseAdvisor

CourseAdvisor helps postsecondary schools maximize enrollment with high volumes of qualified leads. Combining mathematical modeling, behavioral analysis and sophisticated search technology, CourseAdvisor, owned by The Washington Post Company, predicts and adjusts for new behaviors to stay ahead of enrollment trends. Currently, more than 2.5 million students use CourseAdvisor's leading online education directory,, where they can match their skills to online degree and certificate programs from over 500 educational institutions and 8000 programs. For more information, please visit

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    BluePoint Venture Marketing for CourseAdvisor
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