When high school seniors are on the brink of making one of the biggest decisions of their lives—where to go to college (or whether to go)—they’re not making that choice alone. College comes with a hefty price tag, with four-year university students spending an average of $27,146 annually just on tuition. That doesn’t include books, supplies, and living expenses. And often, it’s their parents who are footing a large part of this bill.
While most of your marketing efforts are focused on prospective students, the above is a powerful reminder of the importance of connecting with the parents. Connecting with parents can be the edge your higher education marketing strategies need to stand out.
Today, let’s look at why and how marketing agencies in Philadelphia can target parents to drive enrollment, not just students.
Why the Parents Matter
Parents are more involved than ever before in the college admissions process. Whether they’re advising on a potential school, taking their child on campus tours, or helping them financially, parents are actively involved in every step. Check out some higher education marketing tips from The Hive.
Target Parents with Well Thought Ads
Whether it’s a Facebook ad or a display ad on Google, higher education marketing strategies can help you establish a connection with your target audience—the parents. With over 70% of parents regularly using Facebook and Google as their go-to search engine, there’s a unique opportunity here to get in front of them with well-targeted content. Whether it’s a Facebook ad or a Google display ad, focus on platforms where parents already spend their time.
And don’t neglect print advertising; it can still pull its weight with this group! Gen Xers and Millennials grew up with print, so a strategically placed ad in a magazine or mailer can still be beneficial.
Send Emails Directly to Parents
A recent study found that 40% of parents forward emails from schools they’re considering to their children, and 83% of students save these emails. Email is an effective channel to get in front of parents and keep in touch with them throughout the school search process. Personalize emails with their name, and don’t forget to include relevant content like upcoming campus tours and informational sessions.
Adjust Copy to be Parent-Specific
Prospective parents and students have different needs and priorities when it comes to inquiring about your school. Like any other persona, you’ll need to adjust your copy to speak directly to parents. Whether it’s an email, mailer, or Google ad, it has to effectively communicate in a way that’s easily understandable to parents. Adopt parent-specific CTAs and taglines that remind them just how important their child (and their educational career) are to them.
Maintain a User-Friendly Website
As we stated above, parents are more tech-savvy than ever before. Over 90% of adults between the ages of 29 and 49 own a smartphone, 81% use social media, and at least 60% own a tablet or computer. Ensuring your website is mobile-friendly and well-maintained guarantees parents will spend more time browsing your site. It’s also a great idea to include a parent resource link on your website filled with information like applications, orientation, tuition, and other parental insights.
Ace your higher education marketing strategies every time with beMarketing! As one of the leading marketing agencies in Philadelphia, we specialize in education marketing that connects with both students and their families. Get in touch today to create a campaign that connects with both students and their families—making your institution a top choice.
