In this episode of The Hidden Gem, Maya Demishkevich speaks with John McGreal, Dean of Enrollment Services at Waukesha County Technical College, about the college’s research-driven approach to improving adult student enrollment. John shares insights from a recent study funded by a grant, exploring the barriers adults face in returning to school and how targeted marketing and operational changes have led to a significant increase in enrollment. Learn how WCTC is helping adult learners succeed in their educational journeys.

Key Takeaways:

Hear about the research WCTC conducted to better understand why adult learners were not enrolling, and how they used both quantitative and qualitative data to gain insights.

• Learn how adult students want to go from application to enrollment in as little as 4-8 weeks, and how this insight reshaped WCTC's enrollment processes to accommodate this fast-paced decision-making.
• Discover the impact of combining in-person focus groups with AI-driven qualitative analysis to identify key motivations for adult students, such as career pivots and second chances.
• Find out how WCTC leveraged digital marketing, targeted messaging, and in-person experiences to better engage adult learners and increase enrollment by 7%.
• Get practical advice on using grant funds to experiment with new approaches, offering flexible enrollment options, and tailoring marketing strategies to meet adult learners where they are.

John McGreal / Dean of Enrollment Services / Waukesha County Technical College

John McGreal currently serves as the inaugural Dean of Enrollment Services at Waukesha County Technical College in Pewaukee, WI. Previously, he worked for Rockford University, the University of Alabama, and Bellin College. John has also served as the President of the Wisconsin ACAC, chair of the WACAC government relations committee, and numerous other roles related to conference planning and professional development. John's passion is using data to make informed decisions, process improvement, and college access.

Podcast Transcript: "Improving Adult Student Enrollment" with John McGreal

Maya (00:01):
Welcome to The Hidden Gem Podcast! Today, we’re joined by John McGreal, Dean of Enrollment Services at Waukesha County Technical College, to discuss how his team is improving adult student enrollment through targeted research. Welcome, John!

John (00:21):
Thanks so much, Maya.

Maya (00:23):
I have to say, Waukesha is one of my favorite college names to pronounce! For our listeners, we’ve mentioned your college before in Episode 16 with Kalan Gaines, who talked about in-person registration events. If you haven’t checked that out, go back and listen!

Let’s dive in—your college received a grant for marketing research aimed at improving adult student enrollment. Can you share what challenges led you to this research?

John (01:19):
When I started at WCTC, I noticed a decline in our adult learner population, particularly in the School of Business. Data showed adults were increasingly choosing not to enroll. I suspected economic factors like low unemployment and high inflation played a role—adults were working multiple jobs and didn’t have the capacity to return to school.

We also realized we didn’t fully understand our brand identity from the perspective of adult learners. This grant allowed us to address those gaps with concrete data.

Maya (03:02):
What research methods did you use to uncover insights?

John (03:17):
We took a dual approach: a large-scale survey and live focus groups. The survey targeted 25- to 45-year-olds within a 40-mile radius. We sent it to nearly 18,000 people and received 550 quality responses.

For focus groups, we engaged current students to understand their motivations and experiences. We also piloted AI-driven tools to analyze qualitative data. Both approaches gave us a comprehensive view of what adult learners want.

Maya (06:24):
That’s a fantastic response rate! Did you offer incentives?

John (06:40):
Yes, we provided a chance to win a $100 gift card for survey participants and smaller gift cards for focus group attendees. Incentives definitely helped boost engagement.

Maya (07:45):
Were the focus groups limited to current students, or did you also include potential students?

John (07:56):
We focused on current students to ensure our marketing accurately reflected their experiences. It was reassuring to find alignment between their feedback and our institutional values.

Maya (08:32):
What were the most significant findings from your research?

John (08:48):
The biggest takeaway was that adult learners want a fast enrollment process—from applying to starting classes—in as little as four to eight weeks. Traditional 16-week semesters don’t fit their needs.

Luckily, WCTC already offers eight-week terms, but we’re working on streamlining processes further. Another insight was that adults use platforms like Facebook for research and value career advancement, flexibility, and a sense of a “second chance” in education.

Maya (10:26):
That quick turnaround expectation resonates with me. It’s a challenge for many community colleges, but it sounds like you’re adapting well. Did you adjust your marketing strategies based on these insights?

John (13:30):
Absolutely. We emphasized in-person experiences, like our Admission Accomplished event, and improved drop-in services for just-in-time support.

On the digital side, we refined our messaging and targeted ads through channels like Google, Facebook, and Instagram. Messages like “Don’t wait—start your career now” performed particularly well.

Maya (17:31):
What measurable results have you seen from these efforts?

John (17:51):
From last fall to this fall, our headcount increased by 7%, and our FTE rose by 6.8%. Applications from the 25-45 age group grew by 7 percentage points as a share of total applicants.

We also saw a spike in interest for programs like IT, artificial intelligence, and business, aligning with our research findings.

Maya (20:57):
It’s incredible how your strategies came full circle—from identifying challenges to targeting the right audience and seeing them enroll. Any advice for other community colleges looking to replicate your success?

John (21:33):
First, use grants as a sandbox to test bold ideas. Second, streamline your enrollment process—velocity is key for adult learners. Finally, align your campaigns with enrollment cycles to maximize impact.

Maya (23:41):
These are excellent suggestions. John, thank you so much for sharing your journey and insights. I’m sure our listeners will find this conversation incredibly valuable.

John (24:01):
My pleasure. Thanks for having me!