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Title: Stamats 2018 Adult StudentsTALK™ – Fresh, Forward,

Description: Shining a brighter light—through intensive usability testing—on an area critically important to marketing and recruitment, Stamats’ 2018  Adult StudentsTALK™ Study examines how prospective adult students interact with institutional websites as they seek and gather information. Whether a first-time college student as a senior citizen or a PhD returning for a certificate in welding for a burgeoning hobby, adult students face similar challenges and have similar information needs on institutional websites. Our study (although conducted with adult students seeking for-credit opportunities, the information we discovered works for adult student audiences of all types) tests and measures how real students looking at real sites react and respond to site navigability, intuitiveness, clarity of information, and ease of task completion. The goal through this laser-focused study is to help colleges and universities of all sizes design a more successful online experience to reach and engage adult students.

Key Takeaways

  • Primary tasks of prospective students when visiting institutional websites (researching academic programs, tuition and fees, delivery methods, degree completion time, etc.)
  • Top challenges users face on institutional websites
  • Differences in online behavior between adult undergraduate and graduate prospective students
  • Best practices for site design (navigational cues, content, calls to action, etc.)
  • Critical touch points in the online journey of prospective students
  • The potential brand impact of user frustration and disengagement

Presenter:Becky Morehouse, Senior Vice President for Client Services

Formerly Stamats’ vice president for research, Becky has been with Stamats for more than 25 years. Her in-depth understanding of the higher education marketplace and its audiences helps her create powerful data-driven research, design detailed communication programs, and consult on comprehensive branding and identity solutions. Becky is particularly skilled at navigating complex institutions, working with a broad range of stakeholders to promote understanding and consensus, and managing highly-structured projects across multiple internal and external departments. She has been the driving force behind our adult student initiative, working with our clients for studies, strategies, and tactics directed at this audience as well as heading up the Stamats Adult Student Marketing Conference, in its 11th year. 

Becky earned a bachelor’s in business at the University of Northern Iowa, her master’s degree in higher education administration from the University of Iowa and has completed PhD coursework in educational administration at the university.



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