Define and Dominate Your Non-Traditional Niche
It makes sense that most colleges and universities are looking beyond the population of traditional-aged, recent high school graduates. After all, the number of 18-year-olds is declining after a population bubble popped in 2012.
However, it’s not enough for an institution to decide to pivot toward “the non-traditional market,” because no such market exists. The non-traditional market is, in truth, a collection of numerous submarkets, all unique and rich with opportunity.
In this video, we explore this reality—that the non-traditional market is better-understood as a collection of diverse sub-markets—and delve into three non-traditional sub-markets that stand out for being particularly lucrative: corporate training, Intensive English Language Programs (IELPs) and non-credit higher education.
We relied on a few resources in particular to develop this video:
The Voice of the Employer on the Effects and Opportunities of Professional Development: This research paper from Destiny Solutions helps institutions gain an understanding of the opportunities present in the corporate training space. The vast majority of employers think their employees need ongoing education just to keep pace with industry changes, and they’re willing to spend to keep their workforce in fighting shape.
Certificates: Gateway to Gainful Employment and College Degrees: This research paper from the Georgetown Center on Education and the Workforce delves into the expanding demand for non-credit postsecondary programming from employers, job-seekers and established professionals. The market is growing by leaps and bounds and colleges are perfectly positioned to serve the growing need.
Creating Pathways to Matriculation Critical for Successful Intensive English Language Programs: This EvoLLLution Q&A with Rob Jansen sheds some light on the value of the global IELP marketplace and shares some great tips for college and university leaders looking to jump into—and make a splash in—the international language education marketplace.
It’s not good enough for higher education institutions to try to be everything to everyone anymore. Moving forward, colleges and universities need to define and dominate non-traditional niches.