Selling Your Value to Adult Students Webcast Recording



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More than ever, you need to have a clear value proposition and clear messaging to differentiate yourself from your competitors who offer specific adult-focused undergraduate, graduate, and/or degree-completion programs. Join us to learn what aspects of your program you should be emphasizing to your prospective adult student markets. Throughout this training, you will see numerous institutional examples of successful communications for non-traditional students across multiple channels.

Who Should Attend

Enrollment management, academic leadership, marketing, and admissions professionals who would like to learn how to more effectively sell their value of their programs to adult students (for either online or in-person programs) will benefit from this webcast.

Learning Outcome

After participating in this online training, you will be able to sell the value of your programs more effectively to your adult student markets. 


  • Shaping Your Value Proposition
    • What do adult students care about?
    • Institutional level vs. academic program level
    • Value messaging strategy
    • Measuring your value proposition vs. those of your competitors
    • Examples
  • Other Aspects of Value: Affordability and Service Delivery
    • Where should affordability messages fit in for the adult student market?
    • How does service delivery tie into value for adult students?
    • Examples
  • Moving Forward
    • Results and student responses
    • Continued challenges and plans for improvement
    • Key takeaways


Mike Barzacchini, Director of Marketing Services, Harper College

Mike Barzacchini has worked in marketing and public relations for more than 20 years. For the past 16 years, he has served as director of the Marketing Services Department at Harper College. Mike developed Harper’s first branding campaign and leads the College’s integrated marketing, web, and social media initiatives. 

Along with his higher ed experience, Mike has created communication campaigns for healthcare organizations, state government agencies, manufacturers, and consumer service companies.  Whether leading a workshop, writing copy for a direct marketing project or planning a campaign, Mike’s work is guided by the following three principles: access, usability, and relevance.


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