Strategic Marketing Best Practices to Reach Military-Connected Students

Military-connected students (veterans, active duty service members, National Guard and Reserves members, and their families) represent a valuable but often overlooked demographic in higher education. These individuals bring a strong sense of purpose, discipline, and a commitment to service to campus—qualities that make them outstanding students and future leaders.

As higher education institutions seek to diversify and enrich their student bodies, attracting military-connected students through targeted and research-based marketing strategies is essential. Below are practical approaches for recruiting and enrolling military-connected students, supported by best practices from the field.

Understanding the Military-Connected Student Demographic

Defining the Student Profile

Military-connected students, including active-duty personnel, veterans, and those serving in the Reserve and National Guard, share unique characteristics that set them apart from the traditional student population. A 2023 American Council on Education (ACE) report revealed more than 50 percent of undergraduate military students identify as students of color; their average age when starting postsecondary education is 23 years, and 32 percent are first-generation college students. These students typically prioritize flexibility, career-oriented programs, and a strong support network on campus.

Key Traits:

• Goal-Oriented: Military-connected students typically have clear educational and career goals.
• Experienced: Many bring real-world experience and leadership skills developed during their service.
• Community-Focused: A strong desire to engage in and contribute to campus life is common.

Conducting Market Research

Analyzing Existing Data

Effective marketing begins with understanding your current military-connected student population. Data collection and analysis are crucial steps in identifying what attracts these students to your institution and keeps them engaged.

Data Points to Consider:

• Enrollment Trends: How many military-connected students are currently enrolled? Has this number increased or decreased over the past five years?
• Retention Rates: Are military-connected students staying enrolled at similar rates to other students? If not, why?
• Program Preferences: What programs or majors are most popular among military-connected students?

Local Demographics and Military Installations

According to the US Department of Education’s National Center for Education Statistics (NCES), roughly 820,000 undergraduate students in the US are “military learners,” with veterans accounting for 52% of that total. Geographic proximity to military installations offers a strategic advantage in recruiting these military-connected students.

Actionable Steps:

Identify Local Installations: Know the major military bases near your campus and their population demographics, including active-duty personnel, veterans, and military spouses and children.

Tailor Marketing Efforts: Develop marketing campaigns that speak directly to the needs and aspirations of these populations, highlighting programs that align with military training and experience.

Establishing Strategic Partnerships

Collaborating with Military and Veteran Organizations

Partnerships with reputable military and veteran-supporting organizations can significantly enhance your outreach efforts. Aligning your institution with these organizations can also help you gain credibility and expand your reach within the military community.

Potential Partners:

• Veteran Service Organizations (VSOs): Groups like the Veterans of Foreign Wars (VFW) and Student Veterans of America (SVA) are deeply embedded in the military community.
• Military Spouse Groups: These organizations can help you connect with spouses looking to further their education.
• On-Base Education Offices: Collaborate with these offices to provide resources and information directly to service members.

Offering Incentives

Providing exclusive benefits to military-connected students can set your institution apart from competitors. The US Department of Veterans Affairs reports that the GI Bill®️ benefits over 700,000 students annually, but sometimes, veterans need more assistance to complete their degrees.

Ideas:

• Scholarships: Offer scholarships specifically for military-connected students.
• Tuition Discounts: Provide tuition discounts for active-duty personnel, veterans, and military spouses.
• Credit for Military Experience: Communicate how military training and experience can translate into academic credits.

Hosting On-Base Workshops and Information Sessions

Engaging Directly with Military Personnel

In-person engagement remains among the most effective recruitment strategies, and word-of-mouth in this community is among the highest drivers of interest. Hosting workshops and information sessions on military bases allows your institution to build trust and provide valuable resources to potential students.

Workshop Topics:

• Navigating the Application Process: Demystify the application process and offer tips tailored to military-connected students.
• Understanding Financial Aid: Provide detailed information on utilizing GI Bill®️ benefits and other financial aid opportunities.
• Career Development: Explore how your institution can help military-connected students transition to civilian careers.

Showcasing Military-Friendly Policies

Highlighting Support Services

Military-connected students often face unique challenges, from adjusting to civilian life to balancing family responsibilities with their studies. Institutions that provide robust support services can significantly enhance the college experience for these students.

Essential Services:

• Veteran Centers: Dedicated spaces where military-connected students can find resources, connect with peers, and receive support.
• Counseling Programs: Mental health services tailored to the specific needs of veterans and their families.
• Credit Transfers: Clear policies for transferring military training and experience into academic credits.

Utilizing Digital Marketing Strategies

Social Media and Content Marketing

Social media platforms offer a dynamic way to reach military-connected students. According to SheerID, over 90 percent of service members and military spouses are active on at least one social media platform, making it a vital tool for engagement.

Content Ideas:

• Success Stories: Share testimonials from current military-connected students, alumni, and faculty to create a sense of community.
• Live Events: Host webinars and live Q&A sessions that address the unique concerns of military-connected students.

Leveraging SEO and Email Marketing

Optimizing your digital presence ensures that military-connected students can easily find your institution when searching for educational opportunities.

SEO Tips:

• Keyword Optimization: Use relevant keywords like “veteran-friendly colleges” and “veterans education programs” to improve search engine rankings. Analyze and test your efforts. Iterate based on results.
• Landing Pages: Create dedicated landing pages that speak directly to military-connected students, offering tailored information.

Email Marketing Best Practices:

• Segmented Lists: Divide your email list based on military status, educational interests, and career goals to deliver personalized content.
• Automated Follow-Ups: Implement automated email sequences to maintain engagement with potential students throughout enrollment.

By embracing these strategic, research-based approaches, higher education institutions can effectively recruit and support military-connected students. As the landscape of higher education continues to evolve, institutions that prioritize the needs of military-connected students will be well-positioned for long-term success.

Virtual Veterans Communities (VVC) is a mission-driven organization dedicated to improving higher education and employment outcomes for military-connected students. We exist to support institutions serving the students who serve our country. Whether you need a proven approach to on-base marketing, a turnkey online community, one-on-one coaching for military-connected students or team development, VVC stands ready.