Niche-based digital marketing attracts nontraditional students

Targeted digital marketing has proven effective in attracting nontraditional students to Mount Olive College.

To improve enrollment, officials at Mount Olive College in Mount Olive, N.C., knew they needed to understand their own student population better, and identify the types of students they should target in the future.

To do this, the college enlisted the help of ed-tech company Hobsons.

“We really have not done any digital marketing before [using] Hobsons,” said Jennifer Ricks Merritt, director of marketing at Mount Olive College. “We started in January 2012. We saw that we needed to begin growing our inquiries and moving into the online area, [and] we liked Hobsons because they had had success in adult programming marketing, [which is] not something that every college is doing.”…Read More