Nontraditional Adult Learners exist worldwide. These potential students can improve self-confidence, increase their wages, and improve workforce opportunities with provided education opportunities. This current study explores value proposition within private institutions with the influence of marketing to the nontraditional adult learner. Exploration includes the challenges and constraints the nontraditional student faces and the impact these challenges present. Marketing programs directed to specific populations and the component that the marketing strategy implements for post-secondary educational opportunities.