DRAFT #2– March 9, 2010
ESMP 2020 DEMOGRAPHICS – NON TRADITIONAL
STUDENTS & LIFELONG LEARNERS
DRAFT #2– March 9, 2010
TABLE OF CONTENTS
Page
Introduction ...................................................................................................................................................................................................... 1
Profile Of Monmouth County Residents ........................................................................................................................................................... 4
Employment Trends .......................................................................................................................................................................................... 6
Closing Of Fort Monmouth ............................................................................................................................................................................... 9
Entrepreneurship ............................................................................................................................................................................................ 10
Encore Careers ................................................................................................................................................................................................ 11
Aging Boomers ................................................................................................................................................................................................ 12
Youth .............................................................................................................................................................................................................. 13
DRAFT #2– March 9, 2010
INTRODUCTION
DEFINITIONS & TERMINOLOGY
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The category of non-traditional students (non-trads) is broad ranging in age from individuals in their mid-twenties to 55+. Lifelong learners
cover the full age spectrum from ages six to seniors in their eighties and nineties.
The educational needs on non-trads typically are career related, either for career training or continuing professional education.
Lifelong learners focus on personal development, recreational interests and social connections.
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DRAFT #2– March 9, 2010
BROOKDALE OFFERS A CONTINUUM OF LEARNING FOR CAREER TRAINING
While Brookdale is New Jersey’s #1 associate degree college, the College offers programs across an extensive learning continuum from GED and
ESL programs to graduate degrees through Communiversity, as illustrated below. A student’s path along this continuum is typically linear.
However, a student’s need for retraining or continuing education can be met at any point in the continuum.
Career Tracks – Identifies short term career training programs offered by OBCD that enable students to gain skills to help them find part-time or
full-time employment while pursuing their degree.
Detailed information on programs can be found at http://www.brookdalecc.edu/pages/3035.asp
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DRAFT #2– March 9, 2010
LIFELONG LEARNING – BROOKDALE OFFERS SOMETHING FOR EVERYONE
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Age range from children in elementary school to seniors
Major market segments
 Youth – grades 2 – 10 (Camps-On-Campus)
 Retirees – 55+ (Center for Creative Retirement)
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DRAFT #2– March 9, 2010
PROFILE OF MONMOUTH COUNTY RESIDENTS
DEMOGRAPHIC DATA
Monmouth County’s population will
continue to increase, reaching approximately
703,784 residents in 2025 (2004 Cross
Acceptance Report) versus a January 1, 2009
estimate of 662,987. However, these
population projections indicate that growth
over the next 16 years will continue to slow,
averaging approximately .37% per year.
IMPLICATIONS FOR BROOKDALE
 Growth in students and revenue will be
primarily from market share gains and
new target markets, not organic growth
from traditional markets
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Increased demand for programs at
Western Monmouth Branch Campus in
response to population growth
Western Monmouth County is one of the
fastest growing regions in New Jersey.
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Aging of baby boomers will result in
higher demand for workers in healthcare
and specialized services, as well as
retraining for encore careers.
Anticipated growth in retirement
communities will result in increased
demand for lifelong learning
American Community Survey estimates for
2000 to 2005-2007 indicated the following:
 Approximately 24.1% growth in 45 to 65
year age cohort which will soon begin to
enter the “senior” demographic
 Gradual leveling off of school-age
population
 Proportion of residents aged 65 and over
has remained relatively constant
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Leveling off of school age population will
result of greater reliance on non-trads
for enrollment and revenue
RECOMMENDATIONS
 Integrated marketing communications
program targeting non-trads promoting
Brookdale as their local learning
resource/gateway to opportunity if they
 Need new or better job skills
 Want to begin or finish a degree
 Are thinking about certification or
graduate work
 Want to earn a high school diploma
or learn basic skills
 Need English as a Second language
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Expansion of short term and longer term
programs offered at Western Monmouth
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Expansion and revision of career training
programs in various fields to meet
changing needs of boomers
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Comprehensive programs for retraining
and encore careers based on job market
opportunities
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Onsite lifelong learning programs at
retirement communities offering
convenience and intellectual stimulation
to residents
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DRAFT #2– March 9, 2010
PROFILE OF MONMOUTH COUNTY RESIDENTS
DEMOGRAPHIC DATA
From 2000 through 2005-2007, population
growth by racial and ethnic composition was
as follows:
 White population increased by 2.07%
 African American population increased
by .29%
 Asian population increased by 31.4%
 Hispanic population increased by 46.4%
Educational attainment levels based on the
2007 American Community Survey were as
follows:
 90.7% - high school diploma
 30.7% - associate’s or bachelor’s degree
 14.2% - graduate or professional degree
IMPLICATIONS FOR BROOKDALE
RECOMMENDATIONS
 Growth in Asian and Hispanic population  Expansion of ESL and English courses to
will result in increased need for English
prepare students for career training
language courses
and/or degree programs
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55% of County residents do not have a
degree to help them meet the demands
of a changing job market
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Promote flexibility offered by Brookdale
including convenient locations of branch
campus and HECs, and online courses,
open access, remedial/refresher courses
as needed, broad range of subjects,
articulation agreements with four year
institutions and opportunity to obtain
both a bachelor’s and graduate degree at
Brookdale through Communiversity
Source: Monmouth County Planning Board
2009 Profile
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DRAFT #2– March 9, 2010
EMPLOYMENT TRENDS
DEMOGRAPHIC DATA
Employment in Monmouth County is
projected to increase by 6.3% between 2006
and 2016
15 occupations with the largest employment
growth will generate 2,850 net new jobs and
a total projected employment increase of
18,600
IMPLICATIONS FOR BROOKDALE
 Slow jobs growth results in a highly
competitive market with employees and
job seekers needing additional training
and education
RECOMMENDATIONS
 Expansion of continuing education
programs and certifications to provide
individuals with skills to become and
remain competitive
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 Short term and longer term career
training programs in emerging fields such
as green jobs and nanotechnology
By 2016, the New Jersey Department of
Labor and Workforce Development
estimates that Monmouth County will have
9,010 annual job openings
Source: Monmouth County Planning Board
2009 Profile
Please note: Given the current economic
environment, we expect these projections to
be revised.
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DRAFT #2– March 9, 2010
EMPLOYMENT TRENDS
DEMOGRAPHIC DATA
Fastest growing occupations in Monmouth
County:
 Personal and Home Care Aides
 Home Health Aides
 Personal Financial Advisors
 Social Workers
 Actuaries
 Network Systems and Data
Communications Analysts
 Social and Human Services Assistants
 Medical Assistants
 Substance Abuse and Behavioral
Disorder Counselors
 Marriage and Family Therapists
 Financial Analysts
 Pharmacy Technicians
 Dental Hygienists
 Dental Assistants
 Manicurists and Pedicurists
IMPLICATIONS FOR BROOKDALE
 Opportunity to help meet demand for
skilled workers in fastest growing
occupations
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Current short term training programs
offered by OBCD:
 Home Health Aide
 Network Systems Certification
 Medical Assistant
 Pharmacy Technician
 Dental Assistant
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Occupations requiring longer term
programs:
 Personal Financial Advisor
 Social Workers, Social and Human
Services Assistants
 Actuaries
 Network Systems and Data
Communications Analysts
 Substance Abuse and Behavioral
Disorder Counselors
 Marriage and Family Therapists
 Financial Analysts
 Dental Hygienists
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Vocational School training:
 Personal and Home Care Aides
 Manicurists and Pedicurists
Source: Monmouth County Planning Board
2009 Profile
Please note: Given the current economic
environment, we expect these projections to
be revised.
RECOMMENDATIONS
 Evaluation and enhancement of current
programs to meet job market demand
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 Creation of new Healthcare technician
programs in response to evolving
industry needs
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 Learning/career tracks from short term
to longer term programs in specific fields
(non-credit to credit programs)
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DRAFT #2– March 9, 2010
EMPLOYMENT TRENDS
DEMOGRAPHIC DATA
Growth in permatemps. Recession has
accelerated trend including offshoring,
automation, decline of labor unions’
influence, new management techniques and
regulatory changes that had already been
eroding workers’ economic standing.
Recession has prompted more companies to
create just-in-time labor forces to reduce
fixed costs and gain greater efficiency.
Source: msnbc.com Future of Americas’
workforce: permatemps Business Week
January 10, 2010
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IMPLICATIONS FOR BROOKDALE
Opportunity to provide career training
programs to meet job market demands
Professionals working on short-term
assignments become “free agents” or
entrepreneurs. Opportunity to provide
training in entrepreneurship
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RECOMMENDATIONS
Short term career training in required
skills such as computer training,
customer service, bookkeeping, etc
Comprehensive training in
entrepreneurship and small business
development
Provide resources for entrepreneurs for
networking, information sharing,
support, etc. (The Entrepreneurship
Center)
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DRAFT #2– March 9, 2010
CLOSING OF FORT MONMOUTH
DEMOGRAPHIC DATA
Fort Monmouth Economic Revitalization
Planning Authority adopted the final draft
reuse plan in September 2008. According to
the plan, the fort will eventually host
multiple employment centers focused on
four specific industries:
 Alternative and Renewable Energy
 Biotechnology
 Nanotechnology
 Information and Communications
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IMPLICATIONS FOR BROOKDALE
Opportunity to develop short term
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training programs to retrain highly skilled
workforce who remain in Monmouth
County area for comparable jobs in
other, locally based industries
RECOMMENDATIONS
Short term career training programs and
longer term (degree) programs in
Alternative and Renewable Energy,
Biotechnology, Nanotechnology, and
Information and Communications
Development of longer term degree
programs in specific industries to be
housed at Fort Monmouth site
Source: Monmouth County Planning Board
2009 Profile
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DRAFT #2– March 9, 2010
ENTREPRENEURSHIP
DEMOGRAPHIC DATA
More baby boomers are becoming
entrepreneurs. The decline of “lifetime”
employment, experience and knowledge of
age group, longer lifespan and effect of
current recession are contributing to the
increase in entrepreneurial activity.
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IMPLICATIONS FOR BROOKDALE
Opportunity to provide resources for
entrepreneurs from training programs
on business start-up and expansion,
networking, mentoring, etc.
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RECOMMENDATIONS
Implementation and expansion of the
Entrepreneurship Center
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In every single year from 1996 – 2007,
Americans between the ages of 55 and 64
had a higher rate of entrepreneurial activity
than those aged 20 to 34, averaging a rate of
entrepreneurial activity approximately onethird larger than their youngest
counterparts.
Source: Ewing Marion Kauffman Foundation
2009
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DRAFT #2– March 9, 2010
ENCORE CAREERS
DEMOGRAPHIC DATA
2008 MetLife Foundation/Civic Ventures
survey found that between 5.3 and 8.4
million Americans have embarked on encore
careers. Among workers between ages 44
and 70, half are interested in going in that
direction. Motivation is to “give something
back”. Encore careers include jobs in
healthcare, education, green industries,
government, social entrepreneurship and
the nonprofit sector.
IMPLICATIONS FOR BROOKDALE
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RECOMMENDATIONS
Opportunities for short term and longer
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term retraining in encore career fields, as
well as career counseling
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Fee-based, comprehensive career
counseling program available to nontrads/community members to help in
planning an encore career
Expanded short and longer term career
training program in encore career fields
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Source: msnbc.com Workers finding
fulfillment in encore careers January 25, 2010
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DRAFT #2– March 9, 2010
AGING BOOMERS
DEMOGRAPHIC DATA
Fastest growth rate (38.2%) in persons over
65
Source: Monmouth County Selected Trends
(Internal Document)
Primary market for lifelong learning
programs with time for recreational and
leisure activities. High level of interest in
programs and activities to keep mind active
and foster social connections
IMPLICATIONS FOR BROOKDALE
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Opportunity to offer programs at
Brookdale and on-site at retirement
communities
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Most loyal Continuing Education
customer segment with higher
courses/events per customer ratio
RECOMMENDATIONS
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Expansion of on-site lifelong learning
programs and locations with emphasis
on multi-session programs
Development of customer loyalty
programs to generate additional
registrations for both continuing
education programs and Credit classes
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DRAFT #2– March 9, 2010
YOUTH
DEMOGRAPHIC DATA
Fastest decrease in Monmouth County
population is in 0-14 year olds, which
represent the future traditional student
market segment
IMPLICATIONS FOR BROOKDALE
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Enrollment growth in traditional student
market will be from increased market
share, not organic growth
RECOMMENDATIONS
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Opportunity to market Brookdale
experiences to future students through
Camps-On-Campus program
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Provide high school students with a
Brookdale experience though Camps-OnCampus Step Up program (week long
program in various academic subjects
taught by Brookdale faculty)
Source: Monmouth County Selected Trends
(Internal Document)
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