Unlocking New Opportunities: Identifying and Supporting Military-Connected Learners with CollegeAPP

By CollegeAPP

CAEL is pleased to share information on how CollegeAPP can support institutions to identify and recruit military-connected learners. CollegeAPP is a CAEL Collaborative Partner, and we believe this information will be particularly valuable to members of CAEL's Military Community of Practice. As we all know, finding and communicating with future learners is a first, important step; however, we need to ensure the institution or organization is ready to support the learner upon enrollment. CAEL and CollegeAPP are here to answer any questions, and we look forward to hearing your thoughts and addressing your questions. 

Higher education institutions have long recognized the value that military-connected learners bring to their campuses. Their resilience, leadership, and real-world experience enrich classrooms and communities. Yet despite their vital presence, identifying and effectively recruiting military-connected learners remains a persistent challenge.

As CAEL members continue to champion inclusive access for adult learners, it’s crucial to explore new, data-driven tools that can strengthen military-connected recruitment strategies. 

The Challenge of Visibility

Many institutions face obstacles when trying to recruit military-connected learners. Unlike traditional high school graduates, these learners often don't appear through standard admissions pipelines. Some veterans or active-duty service members may not self-identify until late in the application process — or not at all — leading to missed opportunities for personalized outreach and support.

Furthermore, military spouses and dependents, while eligible for educational benefits, are often even harder to locate without a targeted approach. 

Without effective identification tools, institutions risk leaving potential students unseen and underserved.

How CollegeAPP Supports Military-Connected Recruitment

CollegeAPP provides a powerful solution by offering institutions access to comprehensive data that includes military affiliation indicators — information that can reveal the likelihood of whether a prospective student is active duty or a veteran, and most importantly, their intent to enroll in education or training. 

Through a careful combination of a nationwide database of over 261 million adults, survey inputs, and proprietary higher education-specific models, CollegeAPP builds detailed audiences that help institutions connect earlier and more intentionally with these prospective learners.

Importantly, this process ensures that institutions can reach military-connected learners early in the admissions pipeline, allowing for tailored messaging that highlights veteran services, credit for prior learning, flexible degree programs, and support networks available to them. 

In the image below, the multiple dots represent individuals in the region with a military connection and intent to enroll in education or training within the next two years.

Real-World Applications: Transforming Recruitment Strategy

Consider a community college seeking to grow its nursing program. With CollegeAPP data, the college can identify veterans interested in health care fields — a natural fit given many service members' backgrounds in medical roles. Targeted outreach campaigns can then share information about accelerated paths to nursing credentials (including credit for prior learning), veteran-friendly campus services, and financial aid options.

Or imagine a four-year university near a major military base using the data to pinpoint active-duty service members and spouses interested in online degree programs. Personalized invitations to virtual info sessions, webinars about military transfer credit, and networking opportunities with veteran alumni can make all the difference in enrollment decisions.

In both cases, institutions move from broad, generalized marketing to highly strategic and efficient engagement, ensuring that military-connected learners feel seen, understood, and supported from the start.

“CollegeAPP gave us something we couldn't find anywhere else — real data on military-affiliated individuals in our community,” notes Michele Brown, dean of enrollment management at Arapahoe Community College. “For the first time, we were able to build a targeted print and social media campaign with confidence, knowing we were reaching those with military affiliation who were actually interested in continuing their education.”

Why It Matters: Mission and Impact

Supporting military-connected learners isn't just about increasing enrollment numbers — it's about fulfilling an educational mission grounded in access, respect, and opportunity.

• Expanding Access: Targeted recruitment helps ensure that military-connected learners — especially spouses and dependents who may otherwise be overlooked — have pathways to education and economic advancement.
  
  
• Improving Student Success: Students who feel that an institution recognizes and values their military background are more likely to persist, engage, and complete their educational goals.
  
  
• Building Stronger Communities: Military-connected learners bring unique perspectives, leadership qualities, and experiences that enrich the entire campus environment.
  
  

Take the Next Step

As CAEL members work to expand their support for military-connected learners, it’s critical to include innovative, data-driven tools in the recruitment toolkit. CollegeAPP offers a proven solution for identifying and connecting with military-affiliated students earlier and more effectively.

To learn more about how CollegeAPP can support your institution’s mission, please contact us.

Together, we can ensure that those who have served — and their families — find clear pathways to opportunity through higher education.