With the growth of non-traditional students, campuses must tailor their communication to each audience. A strategy that enrolls adults must differ from one that enrolls high school students.

According to the National Center of Education Statistics, 38 percent of all students enrolled in higher education are non-traditional. Admissions teams must design the “right” digital marketing strategy in order to recruit adult learners and preserve their institution’s brand. Though digital marketing tools like eMail and personalized landing pages are popular, today, a growing number of marketers use paid search to produce...

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