This research brief aims to guide graduate business schools on engaging prospective part-time students effectively. Part-time candidates have unique needs and preferences, such as flexible schedules or out-sized interest in online and hybrid learning. Understanding these preferences enables GME programs to design tailored solutions, enhancing applications, student satisfaction, and retention. Clear insights into part-time students' motivations and challenges help craft targeted programs, marketing efforts, and recruitment campaigns. These findings will assist in strategically communicating how programs can meet the unique expectations of this cohort.