COLLEGE THAT WOULDN'T LEARN - 3 MIN READ
A Central London Educational Institution offered "adjacent education”. In summation, part-time courses designed for career changers or those upskilling alongside their full-time work, or care givers wanting to return to education after a time elsewhere.
The organisation faced sporadic enrolment and internal communication issues. Late learners, juggling work, family, and personal commitments, expressed frustration with inconsistent communication, impacting their learning experience and motivation.
The “night school” sections also struggled to communicate the work-life balance advantages of its flexible courses to potential students.
Aren Projects was asked to undertake a review, after which they decided to take a combined approach; leveraging tech, data, and control of the workflows.
Internal Communication Audit:
Aren assessed internal communication, focusing on how information about course schedules, support services, and general information reached students and indeed staff effectively.
Staff surveys, focus groups, and interviews identified communication gaps and preferred channels.
A wider marketing piece took place looking at how the school promoted itself.
Communication Strategy Development:
A tailored communication strategy aimed to improve internal and external messaging:
Establishing clear, accessible channels: Implementing a central platform for school-wide announcements, department updates, and student forums accessible on mobile devices.
A Microsoft Educational license was applied to the establishment,
Promoting targeted communication: Utilizing multiple channels based on learner preferences (email, SMS, online portal) and segmenting core and essential messages by course or program. (Added development of dedicated app to with GDPR compliance etcetera)
Emphasize responsiveness: Establishing dedicated communication pathways for addressing student concerns promptly and efficiently.
Championing work-life balance: Highlighting flexible learning options, asynchronous activities, and support services catering to late learners' needs.
External Communication Revamp:
Aren revamped external communication to resonate with working professionals:
Website overhaul: Creating a user-friendly website with clear information on adjacent education pathways, flexible learning formats, and student support services tailored to late learners.
Content marketing: Developing targeted blog posts, social media content, and video testimonials featuring successful late learners who balance work, studies, and personal lives.
Community outreach:
Partnering with businesses, professional organizations, and career centres to reach potential students directly.
Work-life balance campaigns: Launching targeted campaigns highlighting the flexibility and work-life compatibility of adjacent education, emphasizing manageable course loads and diverse support structures.
Results:
Within a year of implementing the new strategy, the institution witnessed positive changes:
- Increased student enrolment: Enrolment jumped by 20%, indicating a successful connection with late learners.
- Improved student satisfaction: Feedback surveys showed a decrease in communication-related complaints and increased appreciation for flexible learning options and responsive support.
- Enhanced staff morale and engagement: Staff felt more informed and empowered to address student needs effectively.
- Stronger brand recognition: They are now on the road to recognition as a leader in providing accessible and supportive adjacent education opportunities for late learners.
The case study demonstrates the power of tailoring communication to the specific needs of late learners in an adjacent education setting.
By addressing communication gaps and proactively engaging with working professionals, the college achieved improvements in student satisfaction, recruitment, and brand recognition.