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Recruiting English
Language Learners
Introduction
Adult education programs in the United States only serve
approximately 10% of the population in need, and many have experienced declines
in enrollment, particularly associated with the COVID-19 pandemic.
Unlike in many other sectors, adult education organizations are
not primarily supported through payments of tuition from students. This may be
a contributing factor as to why adult education providers don’t typically
engage in the same kind of market research-based customer acquisition
strategies common in other industries. The heart of any good market research
effort is to know what motivates and drives one’s target audience, and evidence
suggests significant upside potential for adult education providers that employ
such strategies.
In an effort to gain some insights into how to reach and connect
with adult English learners, the Florida Literacy Coalition (FLC) conducted a
series of three student focus groups to explore key messages, terminology, and
communication methods that may be more or less effective in recruiting students
for adult education programs
Motivation
Concerns, Barriers, and Apprehensions
Cost
Eligibility
Learning About the Program
Terminology - Finding the Right Words
Videos and Student Testimonials
Website Design and Navigation
Based on 7 readability formulas:
Grade
Level: 16
Reading
Level: very difficult to read.
Reader's
Age: College graduate
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