Between 42 and 45 percent of American students are "adult learners." They're over 25. They're returning to school for career change more than career advancement. And they're challenging the educational world to understand and meet their needs. Educational institutions have adult learners squarely on their radars. Over-25s are among the fastest growing student segments in higher education. Their ranks are expected to swell by 19 percent in the next seven years. They are a burgeoning academic market that most institutions are scrambling to reel in because they can strengthen an institution's position as a community resource, help cultivate partnerships with local business and industries, and, perhaps most important, generate both an additional source of tuition revenue and a new network of alumni and donors. They are also presenting colleges and universities with their own set of challenges. Not only do adult learners require schools to make their services more mature--from online courses to adult student advocates--they're forcing schools to re-examine how they reach out to nontraditional groups. Experts agree that attracting adult learners means crafting the right message to grab their attention--and making sure it can be seen or heard. Adult learners want to see clear connections between the skills and knowledge they'll receive at school and revived employment prospects and future earning potential. Successful adult marketing is clear, concise, and direct, eschewing flash for basics. It portrays students who look and act like adult learners, not teenagers.