Should Your Higher Ed Marketing Strategy Target Parents?
We spend a lot of time creating digital marketing strategies that appeal to the next wave of prospective college students—and rightfully so. But should we include their parents when considering our target audiences? With 6 out of 10 students reporting parental involvement in their college search, the survey says "yes."
Reaching parents could be a pivotal step in securing student interest, and starting your marketing efforts early can make all the difference. Creating campaigns that reach students and parents alike can increase a family's touchpoints with your university and boost brand awareness as they select a school. Additionally, many parents are highly receptive to marketing from higher ed institutions due to their emotional and financial investment in their child.
In short, targeting parents along with their children in higher ed marketing provides an opportunity to welcome an entire family to your school for the years ahead. Here’s how to ensure that your marketing efforts for prospective families find success.
There’s Power in Peace of Mind
When prospective students consider which school to attend, they ask questions like, “Does this school offer my desired degree program?” and, “Will I like the campus, town, and culture here?” These are important questions to answer, but parents often come to the table with different concerns. A winning marketing strategy addresses student dreams along with common parental worries.
Address financial aid.
The most recent data from Sallie Mae shows that 3 in 4 families used parental income or savings to assist with student tuition and other expenses. Two-thirds of families relied on scholarships to pay for college, at least in part, and 50% of families borrowed funds in the most recent academic year to supplement savings and scholarships.
Figuring out how to pay for college is often comprised of a mix of savings, scholarships, financial aid, and loans. And since the majority of parents play a key role in the financial aspect of their child’s education, it’s important to learn how to talk about financial aid with both prospective students and their parents. Providing clear communication about the financial options available at your institution can give parents a clear path forward, which boosts excitement about their student attending your school.
Discuss student safety.
Every parent wants their child to thrive after leaving home and embarking on a higher education journey. Safety is key in a student’s ability to thrive, so address common concerns head on, providing detailed information about student and campus safety. Leaving the nest can be anxiety-inducing for parents “left behind” at home, but sharing your plan to protect students can alleviate their worry.
As you consider how to share safety information with prospective parents, don’t forget to touch on programs that cater to the health and wellbeing of their students. Students should, of course, be kept safe from physical harm—but that’s just one piece of the puzzle. Mental and emotional health concerns are on the rise, with parents wondering how their children can find support while they’re away from home. Sharing with prospective parents about your school’s available mental health resources and policies such as bullying safeguards goes a long way in assuaging their fears.
Talk about the student experience at your school.
In addition to practical concerns, prospective parents want to make sure their child lands at a college with a culture and student experience that suits them. But in most cases, they won’t get to spend a lot of time on campus—and even on campus visits, it’s rare to see “typical” student experiences in dorms, classrooms, and social activities.
The good news: as a marketing expert for your university, you already know how the fabric of your institution’s culture sets it apart from other institutions. Make sure to include those unique selling points, helping both parents and students see your school through a new lens.
Instead of simply describing the college experience in general, give families “a sense of place and personality” at your school. When you’re clear about the experience you provide for students at your institution, families can decide together if you’re the right fit for that individual student to enjoy their time in higher education.
Speaking to Parents: Finding the Right Avenues
Most marketing campaigns today are multi-faceted, employing a mix of print and digital avenues like social media, websites and online advertising. While it can be tempting to target prospective students with digital marketing efforts and address parents in print, remember that in today’s world, parents are on social media too! Some universities are even going beyond traditional digital platforms to ensure parents are well-informed and connected to their student’s college experience.
Greg Van Dyke, director of admissions at Dordt University, has learned how to go the extra mile in communicating with prospective parents.
“We recognize the critical role parents play in the college decision-making process, which is why we prioritize building strong relationships with them,” he said. “To enhance this effort, we use a third-party vendor whose platform allows us to effectively engage parents by providing personalized communication, keeping them informed about important deadlines and events, and helping them feel more connected to our institution. This partnership has been instrumental in ensuring that parents remain involved and informed throughout their student's journey.”
Create Space for Conversation
Create ease of access for parents who seek more information. Provide direct lines of communication if they have follow up questions about safety, finances, academics, and campus life. And even if you’re able to address these concerns directly and promptly, consider the perks that come with inviting current students and parents into the conversation.
Washington College has learned the power of community connection when it comes to recruiting, said Kelsey Miller, the university’s director of admissions and communications.
“In addition to our usual drip campaigns targeting parents, we also use another recruitment tactic called the Family2Family program. Through this program, prospective families can sign up to be paired with a current or former Washington College family,” she explained. “Once matched, they can connect via email, Zoom, or phone to hear firsthand about the Washington College experience, gain insider insights, and get advice on navigating the next steps.”
Learning how to appeal to prospective students and parents at once can seem daunting, but incorporating clear communication initiatives and innovative digital strategies will help you bridge the gap.
5° Branding can help you make the most of your marketing to parents and students alike. Reach out to our team today to learn more.
