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.
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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.