5 Proven Strategies for Marketing to Veterans
Student veterans represent a valuable and dynamic demographic within the higher education landscape. These individuals bring unique skills, experiences, and perspectives that enrich campus communities. To tap into this pool of potential students, higher educational institutions must implement effective marketing strategies tailored to the needs and expectations of student veterans.
Current Landscape of Student Veterans
Enrollments: Each year, 650,000 veterans use GI Bill®️ benefits to pursue higher education, and another 235,000 active duty service members do so using Department of Defense tuition assistance.
Age Diversity: Student veterans span a wide age range, with some transitioning to higher education immediately after service and others returning to school later in life.
Academic Excellence: Although they face unique challenges, particularly in shifting careers and adjusting to the cultural difference between military and academic life, with the right support, military-connected students typically have higher completion rates and GPAs than other adult learners.
Effective Student Veteran Marketing Strategies
Tailored Communication
Student veterans have unique needs and priorities. They value clear and concise communication that addresses their specific concerns. Institutions should create targeted marketing materials highlighting support services, flexible scheduling options, and credit transfer policies. Personalized outreach, such as one-on-one advising sessions, can attract and retain student veterans significantly.
Highlight Military-Friendly Policies
Institutions should proudly display their military-friendly policies and initiatives to attract student veterans. This includes having dedicated veteran support offices, offering credit for military training and experience, and participating in programs like the Yellow Ribbon Program. Sharing this information prominently on your website and marketing materials demonstrates your commitment to the veteran community.
Veteran Peer Support
Student veterans often find comfort and camaraderie among their peers who have shared military experiences. Universities can create support networks or student veteran organizations to facilitate connections and provide a sense of belonging. Highlighting these support systems in your marketing materials can significantly influence a veteran's decision to choose your institution.
Streamline the Application Process
The transition from military service to higher education can be daunting. Simplify the application and enrollment process for student veterans. Clear guidance on admissions requirements, financial aid, and credit transfer evaluations can alleviate stress and attract veterans to your institution.
Leverage Online Platforms
Digital marketing is more critical than ever. Utilize social media, online forums, and targeted ads to reach potential student veterans. Engage with them through virtual information sessions and webinars, providing a convenient way to learn about your programs and support services.
How VVC Can Help
As a veteran-run marketing organization, we specialize in connecting higher educational institutions with the student veteran demographic. Our expertise in crafting tailored marketing campaigns, creating strategic partnerships, and leveraging digital platforms can assist in reaching and engaging with military-connected students effectively.
Through our strategic partnership, we can offer:
Customized marketing campaigns that resonate with student veterans.
Data-driven insights to track campaign performance and make necessary adjustments.
Access to our network of veteran-focused organizations and influencers.
Training for admissions and support staff to better understand and assist student veterans.
Curious about how one institution saw 30% military enrollment growth?