Matthew Hurley
Director of Study College
Q: How long have you worked in education marketing?
A: 6 years
Q: What is your brand word of 2024 and why?
A: Empowerment
In the US, about three-quarters of our 20 million students aren’t your typical college kids straight out of high school. There’s a growing diverse group of veterans, parents, and full-time working adults who’ve decided to jump back into education through the online or hybrid route. The word “empowerment”, refers to their journey. These students have a lot on their plates but are still pushing forward to grow personally and professionally, so their need for education that fits into their hectic lives needs to be recognized. It’s not just about making learning accessible; it’s about changing lives. Education isn’t just a phase anymore, it’s a lifelong adventure. And through empowerment, we’re helping these students smash through barriers, reach their dreams, and make a real difference.
Q: What advice would you give to education brands for 2024?
A: Education brands should get on board with what non-traditional students are looking for. By crafting learning spaces that are flexible and supportive, offering transparency around costs with both online and hybrid courses available – these students can build education around their lives. Reflect this in your marketing by speaking their language and using their most used platforms – sharing content that aligns with their values and goals. Through your messaging, make them feel like they’re part of a community, not just another face in the crowd. Give them a sense that they’re on a journey to something bigger, something empowering.