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Improving Recruitment of Non-Traditional Students


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Improving Recruitment of Non-traditional Students
The College of Adult and Professional Studies (CAPS) at Friends University offers working and busy adults an attainable way to earn their bachelor’s degrees. Degrees can be earned through accelerated online and evening classes. Since opening in 1985, it has been the largest and most profitable of the three colleges at Friends University. Despite being the most profitable, CAPS has been impacted by a national trend of declining enrollment and increasing skepticism of the value of a postsecondary education. These two issues combined create a large barrier that is not easy to overcome. The recruitment staff for CAPS needs proven tactics to combat the declining trend and skepticism. This paper will detail the research and findings of proven tactics the CAPS recruitment team can use to combat these issues.
In the past the post-secondary enrollment forecast has been extremely positive. According to the US Census Bureau, between the years 2000 and 2005, college enrollment grew by 15 percent. From 2005 to 2010, it increased another 20 percent. But the growth has come to a standstill. In 2013 enrollment fell yet again by two percent across the board. Because of the demographics served by CAPS, the decline can be contributed to the decrease in college-age population. This can be contributed to the economic recovery. The adults who lost their jobs during the recession or opted out of the unwelcoming job market went back to school during the recession to get ahead. Now, those adults are being drawn back to work by the economic revival.

Tactic #1
Focusing on students who have already made the commitment to go back to school before requesting information from a university.
According to the 2010 version of the American Community Survey, only 41 percent of the current adult workforce (age 25-64

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