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Tuning our marketing to the economic times

Instead of reacting to customer behavior, we can use publicly announced trends as a leverage point. LinkedIn has found that unemployment and improving options for online education are converging to drive a new wave of students. The managers of graduate and continuing education programs have the opportunity to reactivate the people who previously inquired. 

LinkedIn Marketing Solutions Blog: A New Wave of Students is Looking to Higher Education Now, 2020-Aug-27 by Michael Levine

After the Great Recession of 2008, the number of students enrolled in Higher Education increased by 16 percent.... between 2007 and 2010... Many older adults enrolled in two-year programs. 

To help Higher Education marketers develop a better understanding of this new group of students, we partnered with Ipsos to survey a diverse group of more than 1,000 adults in the United States....

Some of the findings — a preference for online learning options, for example - reveal the acceleration of trends that were present before the pandemic changed the landscape of Higher Education. Still, other findings show a new sense of urgency among prospective students. Nearly 30 percent of respondents are exploring continued education because they are newly unemployed or worried about future unemployment....

Important things to note about this research: 

  • Ipsos surveyed 1,000 adults between 25 and 55 who expressed ANY interest in continued education (not just online education).
  • 33% proactively evaluating programs, and 43% are browsing casually. 
  • Social platforms being used for the search: first was LinkedIn, then Facebook, then Instagram, and Twitter is fourth.