Presiding: TOBY MARLATT, University of Wyoming
Presenters: SARAH SCHUTT, University of Wisconsin-Madison;
BETSY BEDEGIAN, Hezel Associates

    According to “2006 State of Continuing Education Marketing: How Does Your University Size Up?,” up to 45 percent of college and university enrollments are adult learners. As adults seek to reinvent themselves to meet changing roles in their work or personal life, many turn to their alma mater for further education needs. However, many may not, a public testament to what many in continuing education may be experiencing—the responsibility for helping their institution maintain a long-term relationship with students that extends well beyond the alumni office. Savvy continuing education marketers recognize that alumni are likely to turn to their alma mater for further education and guidance if given the right motivation. New strategies are required to manage lifetime relationships and provide real value for the student and institutions. This session will explore how colleges and universities best respond to the needs of this segment.