EAB’s Beth Donaldson and Dave Kuehl discuss how to reach prospective graduate school students who are looking to switch careers and enroll in business programs that may be very different from their undergraduate field of study. They encourage institutions to develop a data-driven approach to identify this unique student population and craft messages that will resonate with that audience. Beth and Dave also offer tips on ways to eliminate administrative obstacles and on the importance of focusing your marketing messages around the expected return your students can expect to see on their education investment.