Engaging Parents: Possibly Your Best Recruitment Strategy Presented by Ian Watt Strategic Leader Royall & Company Achieve success year after year
Today s Presentation Opportunity Statement Overview of Findings from Parent Surveys Strategic Insights and Recommendations Parent and Student Engagement Strategies in Practice What is happening on your campuses?
Opportunity Statement Engaging parents creates greater opportunity for recruitment and enrollment, as well as improved student retention. Enrollment managers can engage parents by (1) providing information resources parents desire, (2) using preferred communication channels and (3) delivering messages when parents want them. Research with parents helps guide these important tactical decisions.
Overview of Research Study Two online surveys were designed to measure: (Study 1) perceived parental influence in college choice, information needs, and preferred communication modes, and (Study 2) parental concerns regarding financial aspects of higher education. Probability samples using parent email addresses were provided by students in college and university inquiry pools. Parents received an email invitation from University Research Partners requesting participation in an online survey. Samples Study 1: 2,832 parents Study 2: 2,046 parents
Parent Demographics for Study 1 (Spring 2012) 58.1% are parents of seniors, 31.5% of juniors, and 10.4% of sophomores. 76.7% are mothers/female guardians and 23.3% are fathers/male guardians. 55.2% have a daughter going to college and 44.8% have a son. 76.4% are Caucasian and 23.6% are parents of color. 28.7% are from the West, 23.0% from the Midwest, 17.8% from the Middle States, 12.6% from the South, 8.0% from New England, and 7.0% from the Southwest; 2.9% are from outside the U.S. National sample, yet they are a special subset of parents: 75.5% have a four-year degree or higher academic attainment. 77.8% are in a traditional family (married with children in same household).
Parent Demographics for Study 2 (Winter 2013) 73.3% are parents of seniors and 26.7% of juniors. 73.5% are mothers/female guardians and 26.5% are fathers/male guardians. 57.0% have a daughter going to college and 43.0% have a son. 70.9% are Caucasian and 29.1% are parents of color. 23.9% are from the Middle States, 20.3% from the West, 19.8% from the Midwest, 16.7% from the South, 9.4% from the Southwest, and 8.7% from New England; 1.2% are from outside the U.S. Again, sample represents a special subset of parents: 74.6% have a four-year degree or higher academic attainment. 78.4% are in a traditional family (married with children in same household).
What are the primary areas of parental influence? How much influence would you say you have over XXX? Mean Score How much is spent on your child s college education 4.38 The amount of debt the family will incur for your child s education 4.37 The amount of personal debt your child will incur 4.10 Whether your child contributes personal funds to pay for college 3.91 The specific school(s) your child visits 3.65 Whether your child works while attending college 3.52 The specific school(s) your child considers 3.27 Mean scores are based on a 5-point scale, where 1 = no influence and 5 = significant influence.
How are parents engaging in college choice? Talked with child about schools being considered Searched for information on a college s website Read printed materials colleges sent to child Read email messages sent directly to parent Helped child compare options by weighing the pros and cons of different schools Talked with child about different college majors Talked with child about financing college Reported by 75% or more of parents responding
How are parents getting the information they need? Searching on institutional websites (85.4%) Reading materials mailed to them and/or their child (84.3%) Reading materials emailed to them and/or their child (81.0%) Searching for information online using search engines (75.0%)
How are parents searching online? What type of searches are you most likely to perform? Count Percent Search by a specific school s name 1,743 82.7 Search by academic majors (e.g., pre-med programs) 1,175 55.8 Search for college-related search engines (e.g., College Finder) 623 29.6 Search by geographic locations (e.g., universities in the Midwest) 588 27.9 Search by school characteristics (e.g., all-female colleges) 276 13.1
When do parents want specific information? When parents prefer to receive specific information Soph. Year Junior Year Senior Year Costs (e.g., tuition, housing, fees) 49.8% 73.3% 52.4% Financing college 40.6% 58.7% 34.8% Financial aid 43.1% 62.1% 47.1% Scholarships 46.0% 65.3% 46.2% General information about the college 44.1% 48.8% 15.0% Application dates/deadline reminders 21.4% 49.6% 60.6% Room and board options 26.9% 44.2% 50.3% Housing options 25.7% 43.8% 49.4% Location of the school and area around it 27.8% 39.4% 14.3% Degree programs 27.3% 37.9% 12.3% Majors/minors 24.4% 34.1% 11.4% Career opportunities related to specific majors 21.7% 29.5% 17.2%
When do parents want specific information? When parents prefer to receive specific information Freshman Year Soph. Year Junior Year Senior Year Costs (e.g., tuition, housing, fees) 76.9% 49.8% 73.3% 52.4% Financing college 75.0% 40.6% 58.7% 34.8% Financial aid 73.5% 43.1% 62.1% 47.1% Scholarships 70.4% 46.0% 65.3% 46.2% General information about the college 64.9% 44.1% 48.8% 15.0% Application dates/deadline reminders 59.1% 21.4% 49.6% 60.6% Room and board options 56.5% 26.9% 44.2% 50.3% Housing options 54.4% 25.7% 43.8% 49.4% Location of the school and area around it 47.3% 27.8% 39.4% 14.3% Degree programs 41.6% 27.3% 37.9% 12.3% Majors/minors 38.6% 24.4% 34.1% 11.4% Career opportunities related to specific majors 26.5% 21.7% 29.5% 17.2%
How do most parents wish to receive information? How parents prefer to receive specific information Primary Secondary Costs (e.g., tuition, housing, fees) Mail Web Financing college Mail Email Financial aid Mail Email Scholarships Mail Email General information about the college Mail Web Application deadline reminders Email Mail Campus safety Web Email Room and board options Web Mail Housing options Web Mail
Another view How parents prefer to receive specific information Email Mail Web Phone Costs (e.g., tuition, housing, fees) 62.4% 73.2% 67.7% 11.6% Financing college 56.3% 66.6% 52.9% 23.1% Financial aid 61.6% 70.8% 51.3% 34.7% Scholarships 65.2% 67.9% 50.7% 38.2% General information about the college 46.0% 62.0% 56.6% 12.1% Application deadline reminders 80.3% 44.3% 39.8% 45.1% Campus safety 43.1% 40.9% 63.4% 15.0% Room and board options 45.0% 55.2% 60.3% 6.9% Housing options 44.4% 53.7% 61.1% 7.5%
Thinking about College Costs Most parents think of comprehensive costs (including tuition, fees, housing and meals) when thinking about the cost of their child s education (93.8%). More than one in four parents (28.0%) indicated they did not know the maximum amount they would spend to send their child to college. Mothers were much less likely to know than were fathers. Parents from lower-income households were less likely to know than were parents from higher-income households. Half the parents surveyed (50.6%) indicated they will consider college costs in their decision making once their child is admitted and has been awarded financial aid. One-third of parents (33.4%) are considering costs throughout the college search process.
Parents financial situation is affecting college choice 68.9% of parents surveyed indicated their financial situation has been negatively affected in recent years. 43.0% indicated their savings have been reduced or depleted. Most parents (69.0%) will encourage their child to consider the best schools with the best aid packages. 10.3% of parents indicated they will encourage their child to attend a college that offers the best total package, even if it is not the best school to which they are admitted.
Tools Parents Recommend for Student Recruitment College websites should include online applications. (1.38) College websites should include virtual tours of the campus. (1.63) Colleges should maintain a group on social networks like Facebook so students can network with one another. (2.77) Colleges should maintain mobile platforms for their websites for easy viewing from smartphones. (2.79) Colleges should maintain a "profile" on social networks like Facebook. (2.80) Mean scores are based on a 5-point scale, where 1 = definitely necessary and 5 = not at all necessary.
Key Insights Parents believe they have the most influence over the financial aspects of their child s college choice. Parents want to receive different information at different stages of the college search process. Financial planning and feasibility > freshman year General college information > sophomore year Specific schools, majors, careers, scholarships and financial aid > junior year Applications (tips and deadlines), enrollment, housing > senior year Parents are using search engines to find the information they need and want, BUT Parents still want printed materials.
Parent Engagement Strategies in Practice Building communication campaigns specifically for parents Providing financial information to support discussions within households Designing on-campus events for parents Strengthening your web-based parent portal Maximizing online search outcomes (SEO efforts)
What s happening on your campuses?