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Marketing firm breaks down personas of adult learners to help colleges recruit better

Photo by: Inside Higher Ed

Adult learners can’t be lumped into a one-size-fits-all category, according to Leanne Davis, assistant director of applied research at the Institute for Higher Education Policy. That’s why Lipman Hearne, a Chicago-based marketing firm with a focus on higher education and enrollment, surveyed adult learners and created four “personas” to better understand them. Kirsten Fedderke, senior vice president...

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