About the Episode
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About the Episode:
In this quick take episode, Jeremy shares some important advice that will help admissions teams and enrollment marketers increase their school’s yield.
Key Takeaways
- Parents are the #1 influencer: Research shows that the vast majority of students rely on parents during their college search, making parent engagement a key priority for admissions teams.
- Separate communication streams are essential: Generic emails won’t cut it. Develop tailored messaging for parents of inquiries, admitted students, and committed students to guide them through each stage of the process.
- Address the “big three” topics: Parents care most about cost, safety, and outcomes. Messaging that addresses these concerns can make or break their perception of your institution.
- Lead the conversation: Avoid generic “let us know if you have questions” messaging. Proactively ask parents direct questions about their concerns, feelings, and decision-making factors.
- Don’t neglect parent-focused programming: During campus visits or admitted student events, include dedicated sessions for parents, such as panels with current families or tips for supporting students.
How Can Colleges Build Better Relationships with Parents?
Why Parents Are More Than Just Influencers
Parents are not just along for the ride in the college search process—they're co-pilots. According to Tudor Collegiate Strategies, only 12.6% of students report no involvement from parents or guardians. This means that for nearly 9 out of 10 students, parents are actively shaping their college decisions. Yet, many schools continue to treat parents as afterthoughts, failing to create communication strategies or programming that engages them meaningfully.
To shift this dynamic, institutions need to approach the college search as a family experience. Personalized communication is key. It's no longer enough to simply CC parents on student emails. Admissions teams need to craft messaging specifically designed for parents, addressing their concerns and helping them feel like valued partners.
What Do Parents Care About Most?
Parents are naturally focused on the big three: cost, safety, and outcomes. They want to know if your school is worth the financial investment, if their child will be safe on campus, and if the degree will lead to meaningful opportunities after graduation. Messaging that directly addresses these concerns—while also providing actionable insights—can foster trust and confidence in your institution.
For example, during admitted student events, schools can offer panels featuring current parents who share their experiences navigating these very topics. Alternatively, campuses could host sessions focused on practical tips for supporting students emotionally and financially during the transition to college.
Why Asking Questions Beats Waiting for Questions
Too often, schools rely on vague, passive messaging like “Let us know if you have questions.” But parents might not know what they don’t know, and many won’t reach out unprompted. Instead, Jeremy recommends leading the conversation by asking direct, thoughtful questions. For example:
- “What’s your biggest concern about Jeremy attending our school?”
- “How do you feel about our location, given that it’s X hours from home?”
- “What additional information would help you feel confident about the financial investment?”
This proactive approach not only helps identify and address pain points but also shows parents that their perspective matters.
How Can Admissions Teams Make Campus Visits Parent-Friendly?
Engaging Both Parents—Even When One Can’t Attend
Campus visits are often the make-or-break moment for families. But what happens when one parent can’t attend? Jeremy suggests simple solutions like offering a virtual connection (via FaceTime or Zoom) for the absent parent to join part of the tour. Post-visit follow-ups are also critical—schedule a video chat or phone call with the family to discuss their impressions and address lingering concerns.
The goal is to ensure that both parents feel included and informed, regardless of who attends the visit in person. Hearing positive feedback from their spouse or child can go a long way in getting a hesitant parent on board with the decision.
Dedicated Programming for Parents
Another way to make parents feel valued is by offering parent-specific programming during campus visits or admitted student events. This could include a Q&A panel with parents of current students, a session on navigating financial aid, or tips for supporting their child’s transition to college life.
Such programming not only provides valuable information but also creates opportunities for parents to connect with peers who are going through—or have already gone through—the same process.
Collecting Parent Contact Information
Finally, Jeremy emphasizes the importance of gathering parents’ contact information—specifically their email addresses—during campus visits. Explain to parents how the admissions team will use this information to keep them informed and engaged throughout the process. This small step can make a big difference in building trust and fostering ongoing communication.
How Can Admissions Teams Sustain Parent Engagement Post-Visit?
Weekly Outreach as a Standard Practice
Jeremy makes a compelling case for consistent outreach to parents of admitted and committed students. Admissions counselors should allocate time each week to build relationships with these families, whether through personalized emails, phone calls, or even video chats.
The goal is to keep parents engaged and informed, addressing their concerns and keeping their excitement levels high. This is especially important for minimizing summer melt, as parents often play a decisive role in whether a student follows through with their enrollment plans.
Collaborating Across Teams
Enrollment marketing teams also play a key role in parent engagement. By collaborating with admissions colleagues, marketers can craft campaigns that resonate with parents, from addressing financial concerns to showcasing successful alumni outcomes. A united effort ensures that messaging feels consistent and intentional, building trust at every touchpoint.
Connect With Our Host:
Jeremy Tiers
https://twitter.com/CoachTiers
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