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Having spent the majority of my career in higher education, I’ve seen firsthand how vital effective recruitment strategies are for attracting students. Recently, my perspective has broadened even more as my son, now a high school junior, has begun receiving regular college marketing materials. Each week, he receives brochures and letters addressed to him, and as both a parent and higher education marketing professional, I find myself reviewing them with a critical eye.

It’s easy for higher education institutions to default to focusing solely on the students during the recruitment process, with little to no content directed at parents. However, this overlooks an essential dynamic: Parents are often key decision-makers in the college selection process. A 2022 survey by EAB found that nearly half (48 percent) of high school seniors from the Class of 2021 identified parental influence as one of their top five sources of information—up from 34 percent in 2019 and 37 percent in 2020.

Additionally, while colleges tend to emphasize fostering student independence, the reality is that many parents bear a large portion of the financial burden. In fact, increased economic pressures have amplified parental involvement in the college decision-making process. According to Sallie Mae’s How America Pays for College 2024 report, 53 percent of families have developed a plan to cover college expenses and of those, 61 percent expect borrowing to play a role in financing their child’s education. This highlights the importance of clear, proactive financial communication from institutions, as many parents are actively involved in planning and seeking financial strategies to support their child’s college journey.

Best Practices for Crafting an Effective Communication Strategy for Parents

Creating a strong communication strategy for parents requires a thoughtful, structured approach. The following best practices outline key steps institutions can take to build trust, improve parent engagement and strengthen relationships throughout the recruitment and admissions process.

  • Understand your audience. Research parents’ demographics, preferences and concerns. Consider conducting surveys or focus groups to gain insights into what information they value most. Select communication platforms that parents use most often, such as newsletters or social media. Tailor your approach based on the channel.
  • Set clear goals. Define what you want to achieve with your communications strategy. This could include increasing parent engagement and improving information dissemination.
  • Create key messages. Develop concise messages that align with your goals. Ensure they resonate with parents’ needs and values.
  • Address financial concerns early and honestly. Financial concerns are a top priority for many parents during the recruitment process. Providing detailed information about tuition, financial aid, scholarships and repayment options is crucial. Tools like tuition calculators and financial aid webinars can empower parents to plan ahead effectively.
  • Build trust with transparent communication. A clear and transparent strategy fosters trust by providing essential information about the institution, such as academic programs, career outcomes, financial aid options and student support services. Clear, timely communication helps parents feel confident in the institution’s ability to meet their child’s needs. Proactive communication, such as FAQs, personalized newsletters or dedicated email lists, keeps parents informed throughout the admissions process.
  • Strengthen engagement with campus visits and events. Inviting parents to campus events and open houses enhances their connection to the institution. Offering parent-specific sessions during these events—focused on topics like student support services or campus safety—can further strengthen this engagement.
  • Share student success stories. Highlighting student success stories resonates with parents and illustrates the institution’s value. It helps them see the potential impact of their investment and fosters an emotional connection, enhancing the institution’s credibility.
  • Engage parents often through two-way communication. Regular communication keeps parents involved. This continued engagement establishes interest and information.
  • Encourage dialogue. This will make parents feel valued and heard while building an emotional connection to the institution.
  • Build community. A strong community builds collaboration and support. A good way to do this is to create online forums and social media groups and host events.
  • Track engagement metrics. Use analytics to measure the effectiveness of your communication strategy. This insight allows you to refine your strategy, ensuring it resonates with parents and meets their evolving needs.

A communication strategy that addresses parents’ needs can truly make a difference. By answering their questions, addressing their concerns and building trust, institutions are better positioned to foster strong relationships and, ultimately, increase enrollments.

Erin Simmons is the VP of education at Primacy, a nationally recognized agency that accelerates growth by building exceptional brand experiences.