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Creative Strategy: Increasing Enrollment Among
Non-Traditional Students

Non-traditional students now account for more than 38% of the college students in U.S. colleges and universities. York Technical College in Rock Hill, South Carolina asked me to develop a plan for helping attract and retain students in this demographic. What follows is my creative brief which outlines my strategic, creative, and tactical approach as well as design solutions.


Download the Creative Brief


Non-traditional students, loosely defined as students over 25 years of age, accounted for 38% of the 18 million students enrolled in colleges and universities in 2007. Indications are this group will remain steady and perhaps even grow a bit. Still there are barriers to continued growth: Costs and lack of confidence being two of the main impediments. Many non-traditional students believe that the cost of a college education is out of reach for them in their current economic state. Others believe that they lack the confidence to take on college-level work due to the fact that they have been out of school for an extended period of time or have never attended a college or university. My creative brief will address both of these concerns and serve as the basis for the creative campaign.

Creative Strategy

Creative Design Campaign Targeting Non-Traditional Students