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Engaging with mature students through social media

What is a mature student?

A mature student is anyone over 21 years of age at the beginning of their undergraduate studies, or over 25 at the beginning of their postgraduate studies

Since lockdown began, the availability of online learning, desires to change career, and want of a new challenge has led to the highest increase in mature students applying to university than ever before. With more and more adults considering going back to school, is your marketing strategy targeting them effectively? Here are our 5 tips on how you can use social media to attract and engage with mature students.

1. Use inclusive imagery

Returning to university, or going for the first time, can be nerve-racking for anyone. Using inclusive imagery showing students of all ages on social media can help mature students to not feel out of place when applying. 

2. Hold mature students events

The needs and goals of mature students can be different from those starting university at 18. Hosting specialised virtual events such as open days and welcome chats can enable you to share all the great things on offer for mature students at your university.

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3. Build online communities

Mature students can experience loneliness and can feel out of place amongst their peers. Using social media, you can create online communities for your existing and potential mature students where they can chat, share resources, support and encourage each other.

4. Share testimonials

Sharing testimonials from your current mature students on social media is another great way to target and empower anyone considering taking the leap back into education. 

5. Focus on their goals

Adults have been found to return to education for one of three reasons: 

  1. Develop skills for their current career 
  2. Learn skills for a new career
  3. Develop knowledge of a personal interest 

By aligning your messaging to these three points, you can show that your institution understands mature students, their motivations and pain points and can give them that final bit confidence they need to get in touch and enrol. 

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