Tips for Reaching and Serving Adult Learners By Dr. Cheryl King, Executive VP for External Relations, Kentucky Wesleyan College

Advertising on radio, TV, and billboards is more effective than newspapers and other print materials. Marketing materials should be easy to read and understand. Give careful consideration to the types of media outlets, as well as the message.

Use real people who look and act and live like other adult learners in your marketing materials. Use adults as role models. Promote success and goal completion. Be authentic. Be sensitive to and embrace differences in culture, language and diversity.

Promote hope and opportunity, not fixing past problems or helping them become “better people.” Adults will respond to opportunities to learn new skills that lead them to a job or a better job. Remediation or “making up for past mistakes” will not motivate adult learners.

Adults are interested in acquiring skills and knowledge that lead to employment. Programs do not motivate adults. Many adults know about services and programs offered in their communities, and they choose to not take advantage of them. Marketing strategies that help adults see the connection between what they learn and what they may earn in the future are most effective.

Offer learning options at places and times that fit adult lifestyles. Adult learners are busy people, often juggling multiple jobs and family responsibilities. Make sure adult learners are aware of options for transportation and child care.

Design programs from the perspective of adult learners. Is the program in an environment where adults feel welcome? Are other adult services available? Are services and programs offered at convenient times and places? Are learning materials appropriate for adults? Are the facilities, furniture and technology appropriate for adults? Is the environment safe and secure?

Adult learners may struggle to read, write and compute, but they expect to be treated with dignity and respect.

Programs offered in traditional K-12 settings may not attract adult learners. Many adult learners recall negative experiences at school.

Adults welcome guidance and the expertise, but they want control of their lives. In working with adult learners, instructors should serve as facilitators and coaches rather than authoritarian figures.

Engage adult learners in program planning and evaluation. Solicit their ideas and incorporate their suggestions into the program. Use focus groups to provide insight into program improvement efforts.

Recognize and reward student achievement. Celebrate success and goal completion.

For more information, e-mail electroniccampus@sreb.org.