Michigan Reconnect, the newest “free tuition” Promise program, can increase community college enrollment in the large non-traditional population. Many in this demographic have been part of the “Great Resignation” and are looking for a new career. Some previously stalled in their quest for an associate degree or never considered higher education. The new state-funded grant program is here to help–but the word has been slow to get out.

Out of the 1 million residents who are eligible for Michigan Reconnect assistance, just over 90,000 have applied. Some of this can be attributed to the fact that Reconnect hasn’t been around long. But undoubtedly, the low number of applicants shows a lack of awareness about the program, its easy application, and its huge benefits.

In other words, there is enormous potential for enrollment. One in four Michigan adults 25 or older have some college credits, but no associate or bachelor’s degree. That’s the highest college dropout rate in the Midwest. Nationally, Michigan ranks 28th in the percent of high school grads entering college (61 percent), but drops to 41st in graduation rates.

Reconnect helps community colleges help students

With so many Michigan residents residing in “economic limbo”–often over-qualified for high school-level jobs but without a credential–and community colleges under pressure due to declining enrollment, Michigan Reconnect comes at a critical time. The pandemic has caused turmoil in the job market and workers are looking to reboot their futures. Michigan community college marketers can play a decisive role in winning new students, helping them enroll or re-enroll with state funding, and launching a new career.

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Aperture Content Marketing is providing a content marketing toolkit specifically designed for Michigan community colleges to increase enrollment through Reconnect. At the heart of this strategy is reaching the non-traditional student by promoting training for in-demand jobs.

How does the Aperture program work? 

The key is informative, attractive content. Aperture’s content is current, relevant to this demographic, and career-focused. We have considered potential students who may not have thought they could attend community college. We developed specific content to move your audience through the stages of becoming aware of your school’s opportunities, answering their questions and doubts, and finally, making the decision to attend. To help grow enrollment, our materials include a suite of articles, a microsite, infographics, images, social media posts, and custom printed material.

We deliver your content across multiple channels. Aperture has social media specialists who will design posts, run ads, and provide you with a college-branded microsite. Your microsite can feature Michigan Reconnect, your career programs, and other hot topics of your choice. This content is aggregated in one location to assist your potential students and streamline the work of your marketing team.

Meet your audience where they are–in their homes. Work with our team to target the over-25 demographic in your service area. Highlight the jobs and skills needed by area employers. Aperture can assist your team in crafting a custom print solution based on your school’s unique audience and budget.

Student Journey

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