Seniors in high school are about to make one of the most important decisions—to attend college or not? Students wanting to attend a four-year university are expected to spend an average of $35,331 a year on tuition, books, supplies, and living expenses. Where do the students get this spending money? A good portion of the tuition bill (and other necessities) often falls on their parents. 

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. Today we’re sharing why you should be marketing to parents, not just students.  

Higher Education Marketing Strategies

Parents are becoming 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, this type of marketing can help you establish a connection with your target audience—the parents. In today’s world, over 70% of parents use Facebook regularly, and Google is their search engine of choice. Your digital marketing campaigns should focus on these two platforms when targeting parents. 

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 when marketing to parents

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 parent 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! We are the premier marketing agency in the Greater Philadelphia area serving higher education institutes across the Tri-state area. If you’re ready to get started on a project, contact our team today.