Marketing the College to Parents

  • ID: 3092364
  • Report
  • Region: North America
  • 76 pages
  • Primary Research Group
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The study presents data and commentary from 41 colleges about their strategies in marketing the college to the parents of prospective and current students. The report helps its readers to answer questions such as: How much do colleges spend marketing specifically to parents? How do they cater to parents during campus tours? What type of colleges are most likely to cater to parents? How do they market to parents through blogs, social media, newsletters and other information vehicles? Have colleges hired consultants to help them market to students' parents? How effective are offices maintained specifically for parents and family relations? What percentage of colleges have family orientation sessions? How effective are these sessions and other means of reaching parents? What is the role of the Advancement office in marketing to the parents of current and prospective students? What is the role of the Admissions Office?

Just a few of the study's many findings are that:

- For campus visits to private colleges 70.55% of students came with their parents, and the median was 80%; at public colleges the mean was about 52%, the median 50%.
- 50% of colleges in the sample with an enrollment of greater than 11,000 had a Facebook group or presence for parents of current or prospective students.
- 32.56% of the survey participants maintain a register or network of parents of current students to help the college to market itself to the parents of prospective students.

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THE QUESTIONNAIRE
PARTICIPANTS LIST
SUMMARY OF MAIN FINDINGS
The Percentage of Students Who Make Campus Visits that come with their Parents or Guardians
Interests of Parents vs. Interests of Students on Campus Tours
Appeals to Parents through Facebook
Information on the College Website Directed Specifically at Parents
Appealing to Students of Parents through LinkedIn
Twitter Feeds to Market the College to Parents
Maintenance of a Network of Parents of Students and Alumni to Help Market the College
Development of a Network or Register of Parents to Help Market the College
Use of Consultants to Assist the College in Marketing to Parents
Percentage of the Total College Student Recruitment and Marketing Budget for Undergraduates Accounted for by Ads and other Resources Directed at Parents
Favored Ways of Reaching Parents
Participation of Various Departments in the Marketing to Parents Effort
Direct Mail Appeals Sent Specifically to Parents
Spending on Direct Mail Appeals to Parents
Email or Print Newsletters or RSS Feeds that are Largely Intended for Parents
Description of the Basic Contents of the Newsletter for Parents
Open Rates for Parents Enewsletters
Use of Blogs for Parents of Prospective or Current Students
Percentage of Colleges that have Made Videos Aimed Specifically at the Parents o
Prospective Students
Distribution of Videos for Parents on YouTube
Distribution of Videos for Parents on Vimeo
Distribution of Videos for Parents on Facebook
Distribution of Videos for Parents on Google+
Distribution of Videos for Parents on Instagram
Distribution of Videos for Parents on Pinterest
Have Videos for Parents been Made Available on the College Website?
Have Videos for Parents been Made Available on College Blogs?
Does your college offer a parent or family orientation session?

List of Tables
Table 1.1 What percentage of the prospective students who make campus visits would you say come with their parents or guardian?
Table 1.2 What percentage of the prospective students who make campus visits would you say come with their parents or guardian? Broken out by Public or Private Status of the College
Table 1.3 What percentage of the prospective students who make campus visits would you
say come with their parents or guardian? Broken out by Annual Tuition $
Table 1.4 What percentage of the prospective students who make campus visits would you say come with their parents or guardian? Broken out by Carnegie class or type of colleg
Table 1.5 What percentage of the prospective students who make campus visits would you say come with their parents or guardian? Broken out by Total Enrollment
In your campus tour strategy how do you tailor your efforts to appeal specifically the students' parents or guardians? How do requests from parents differ from requests from students on campus tours?
Table 2 Does the college have a distinct site, app, appeal or web page on any of the following that was designed specifically to give information to parents about the college?
Table 2.1.1 Does the college have a distinct site, app, appeal or web page on Facebook that was designed specifically to give information to parents about the college?
Table 2.1.2 Does the college have a distinct site, app, appeal or web page on Facebook that was designed specifically to give information to parents about the college? Broke out by Public or Private Status of the College
Table 2.1.3 Does the college have a distinct site, app, appeal or web page on Facebook that was designed specifically to give information to parents about the college? Broke
out by Annual Tuition $
Table 2.1.4 Does the college have a distinct site, app, appeal or web page on Facebook that was designed specifically to give information to parents about the college? Broke
out by Carnegie class or type of college
Table 2.1.5 Does the college have a distinct site, app, appeal or web page on Facebook that was designed specifically to give information to parents about the college? Broke
out by Total Enrollment
Table 2.2.1 Does the college have a distinct site, app, appeal or web page on College website that was designed specifically to give information to parents about the college?
Table 2.2.2 Does the college have a distinct site, app, appeal or web page on College website that was designed specifically to give information to parents about the college? Broken out by Public or Private Status of the College
Table 2.2.3 Does the college have a distinct site, app, appeal or web page on College website that was designed specifically to give information to parents about the college? Broken out by Annual Tuition $
Table 2.2.4 Does the college have a distinct site, app, appeal or web page on College website that was designed specifically to give information to parents about the college? Broken out by Carnegie class or type of college
Table 2.2.5 Does the college have a distinct site, app, appeal or web page on College website that was designed specifically to give information to parents about the college? Broken out by Total Enrollment
Table 2.3.1 Does the college have a distinct site, app, appeal or web page on Google+ that was designed specifically to give information to parents about the college? Bookmark not defined.
Table 2.4.1 Does the college have a distinct site, app, appeal or web page on LinkedIn that was designed specifically to give information to parents about the college? Bookmark not defined.
Table 2.4.2 Does the college have a distinct site, app, appeal or web page on LinkedIn that was designed specifically to give information to parents about the college? Broken out by Public or Private Status of the College
Table 2.4.3 Does the college have a distinct site, app, appeal or web page on LinkedIn that was designed specifically to give information to parents about the college? Broken out by Annual Tuition $
Table 2.4.4 Does the college have a distinct site, app, appeal or web page on LinkedIn that was designed specifically to give information to parents about the college? Broken out by Carnegie class or type of college
Table 2.4.5 Does the college have a distinct site, app, appeal or web page on LinkedIn that was designed specifically to give information to parents about the college? Broken out by Total Enrollment
Table 2.5.1 Does the college have a distinct site, app, appeal or web page on Twitter that was designed specifically to give information to parents about the college? Bookmark not defined.
Table 2.5.2 Does the college have a distinct site, app, appeal or web page on Twitter that was designed specifically to give information to parents about the college? Broken out by Public or Private Status of the College
Table 2.5.3 Does the college have a distinct site, app, appeal or web page on Twitter that was designed specifically to give information to parents about the college? Broken out by Annual Tuition $
Table 2.5.4 Does the college have a distinct site, app, appeal or web page on Twitter that was designed specifically to give information to parents about the college? Broken out by Carnegie class or type of college
Table 2.5.5 Does the college have a distinct site, app, appeal or web page on Twitter that was designed specifically to give information to parents about the college? Broken out by Total Enrollment
Table 3.1 Does your college maintain a register or network of parents of present students or alumni who volunteer to chat with the parents of prospective students in the same way hat present students are sometimes drafted to chat with prospective students? Bookmark not defined.
Table 3.2 Does your college maintain a register or network of parents of present students or alumni who volunteer to chat with the parents of prospective students in the same way that present students are sometimes drafted to chat with prospective students? Broken out by Public or Private Status of the College
Table 3.3 Does your college maintain a register or network of parents of present students or alumni who volunteer to chat with the parents of prospective students in the same way that present students are sometimes drafted to chat with prospective students? Broken out by Annual Tuition $
Table 3.4 Does your college maintain a register or network of parents of present students or alumni who volunteer to chat with the parents of prospective students in the same way that present students are sometimes drafted to chat with prospective students? Broken out by Carnegie class or type of college
Table 3.5 Does your college maintain a register or network of parents of present students or alumni who volunteer to chat with the parents of prospective students in the same way that present students are sometimes drafted to chat with prospective students? Broken out by Total Enrollment If so explain how you have gone about developing this network? defined.
Table 4.1 Has the college ever hired any consultant or advisor to assist it in any aspect of appealing to parents in the college admission process?
Table 4.2 Has the college ever hired any consultant or advisor to assist it in any aspect of appealing to parents in the college admission process? Broken out by Public or Private Status of the College
Table 4.3 Has the college ever hired any consultant or advisor to assist it in any aspect of appealing to parents in the college admission process? Broken out by Annual Tuition $
Table 4.4 Has the college ever hired any consultant or advisor to assist it in any aspect of appealing to parents in the college admission process? Broken out by Carnegie class or type of college
Table 4.5 Has the college ever hired any consultant or advisor to assist it in any aspect of appealing to parents in the college admission process? Broken out by Total Enrollment
Table 5.1 About what percentage of the total college student recruitment and marketing budget for undergraduates would you say is dedicated to ads and other resources directed largely at parents?
Table 5.2 About what percentage of the total college student recruitment and marketing budget for undergraduates would you say is dedicated to ads and other resources directed largely at parents? Broken out by Public or Private Status of the College not defined.
Table 5.3 About what percentage of the total college student recruitment and marketing budget for undergraduates would you say is dedicated to ads and other resources directed largely at parents? Broken out by Annual Tuition $
Table 5.4 About what percentage of the total college student recruitment and marketing budget for undergraduates would you say is dedicated to ads and other resources directed largely at parents? Broken out by Carnegie class or type of college defined.
Table 5.5 About what percentage of the total college student recruitment and marketing budget for undergraduates would you say is dedicated to ads and other resources directed largely at parents? Broken out by Total Enrollment What are your favored venues for reach parents of students? Are there particular publications or approaches that you use? Do you have particular staff in public relations, admissions, enrollment management of other areas focused on college marketing that specialize in or are are entirely dedicated to relations with parents of current and future students? If so, explain who focuses on this and in which departments
Table 6.1 Does the college send tailored direct mail appeals to parents of students that are different from those sent to students or prospective students themselves? Bookmark not defined.
Table 6.2 Does the college send tailored direct mail appeals to parents of students that are different from those sent to students or prospective students themselves? Broken out by Public or Private Status of the College
Table 6.3 Does the college send tailored direct mail appeals to parents of students that are different from those sent to students or prospective students themselves? Broken out by Annual Tuition $
Table 6.4 Does the college send tailored direct mail appeals to parents of students that are different from those sent to students or prospective students themselves? Broken out by Carnegie class or type of college
Table 6.5 Does the college send tailored direct mail appeals to parents of students that are different from those sent to students or prospective students themselves? Broken out by Total Enrollment
Table 7.1 If yes how much did the college spend on direct mail appeals sent distinctively to parents in the past year? In $
Table 7.2 If yes how much did the college spend on direct mail appeals sent distinctively to parents in the past year? Broken out by Public or Private Status of the College Bookmark not defined.
Table 7.3 If yes how much did the college spend on direct mail appeals sent distinctively to parents in the past year? Broken out by Annual Tuition $
Table 7.4 If yes how much did the college spend on direct mail appeals sent distinctively to parents in the past year? Broken out by Carnegie class or type of college . Error! Bookmark not defined.
Table 7.5 If yes how much did the college spend on direct mail appeals sent distinctively to parents in the past year? Broken out by Total Enrollment
Table 8.1 Does the college have one or more email or print newsletters or RSS feeds that are largely intended for parents or other guardians and family members? Bookmark not defined.
Table 8.2 Does the college have one or more email or print newsletters or RSS feeds that are largely intended for parents or other guardians and family members? Broken out by Public or Private Status of the College
Table 8.3 Does the college have one or more email or print newsletters or RSS feeds that are largely intended for parents or other guardians and family members? Broken out by Annual Tuition $
Table 8.4 Does the college have one or more email or print newsletters or RSS feeds that are largely intended for parents or other guardians and family members? Broken out by Carnegie class or type of college
Table 8.5 Does the college have one or more email or print newsletters or RSS feeds that are largely intended for parents or other guardians and family members? Broken out by Total Enrollment Please describe the basic content of the last edition of this newsletter not defined. What is the approximate "open" rate for this e-newsletter? Error! Bookmark not defined. Please describe how this newsletter developed. Is it sent to all parents of current students? Do they opt-in? What percentage of parents of current students receive it? Is the same newsletter sent to the parents of prospective students?
Table 9.1 Does the college have one or more blogs aimed at parents of present or future students?
Table 9.2 Does the college have one or more blogs aimed at parents of the number or present or future students? Broken out by Public or Private Status of the College Bookmark not defined.
Table 9.3 Does the college have one or more blogs aimed at parents or present or future students? Broken out by Annual Tuition $
Table 9.4 Does the college have one or more blogs aimed at parents or present or future students? Broken out by Carnegie class or type of college
Table 9.5 Does the college have one or more blogs aimed at parents or present or future students? Broken out by Total Enrollment Please briefly describe the contents of this blog and how it differs from the content on blogs aimed at prospective students List the five major issues about the college that tend to interest parents more than students
Table 10.1 Has the college ever made videos aimed specifically at parents of prospective students?
Table 10.2 Has the college ever made videos aimed specifically at parents of prospective students? Broken out by Public or Private Status of the College defined.
Table 10.3 Has the college ever made videos aimed specifically at parents of prospective students? Broken out by Annual Tuition $
Table 10.4 Has the college ever made videos aimed specifically at parents of prospective students? Broken out by Carnegie class or type of college
Table 10.5 Has the college ever made videos aimed specifically at parents of prospective students? Broken out by Total Enrollment If so what has been the subject of these videos?
Table 11 In which of the following venues have videos for parents been made avai lable:
Table 11.1.1 Have videos for parents been made available in YouTube?Error! Bookmark not defined.
Table 11.1.2 Have videos for parents been made available in YouTube? Broken out by Public or Private Status of the College
Table 11.1.3 Have videos for parents been made available in YouTube? Broken out by Annual Tuition $
Table 11.1.4 Have videos for parents been made available in YouTube? Broken out by Carnegie class or type of college
Table 11.1.5 Have videos for parents been made available in YouTube? Broken out by Total Enrollment
Table 11.2.1 Have videos for parents been made available in Vimeo? not defined.
Table 11.2.2 Have videos for parents been made available in Vimeo? Broken out by Public or Private Status of the College
Table 11.2.3 Have videos for parents been made available in Vimeo? Broken out by Annual Tuition $
Table 11.2.4 Have videos for parents been made available in Vimeo? Broken out by Carnegie class or type of college
Table 11.2.5 Have videos for parents been made available in Vimeo? Broken out by Total Enrollment
Table 11.3.1 Have videos for parents been made available in Facebook? Bookmark not defined.
Table 11.3.2 Have videos for parents been made available in Facebook? Broken out by Public or Private Status of the College
Table 11.3.3 Have videos for parents been made available in Facebook? Broken out by Annual Tuition $
Table 11.3.4 Have videos for parents been made available in Facebook? Broken out by Carnegie class or type of college
Table 11.3.5 Have videos for parents been made available in Facebook? Broken out by Total Enrollment
Table 11.4.1 Have videos for parents been made available in Google+? . Error! Bookmark not defined.
Table 11.5.1 Have videos for parents been made available in Instagram? Bookmark not defined.
Table 11.5.2 Have videos for parents been made available in Instagram? Broken out by Public or Private Status of the College
Table 11.5.3 Have videos for parents been made available in Instagram? Broken out by Annual Tuition $
Table 11.5.4 Have videos for parents been made available in Instagram? Broken out by Carnegie class or type of college
Table 11.5.5 Have videos for parents been made available in Instagram? Broken out by Total Enrollment
Table 11.6.1 Have videos for parents been made available in Pinterest? Bookmark not defined.
Table 11.6.2 Have videos for parents been made available in Pinterest? Broken out by Public or Private Status of the College
Table 11.6.3 Have videos for parents been made available in Pinterest? Broken out by Annual Tuition $
Table 11.6.4 Have videos for parents been made available in Pinterest? Broken out by Carnegie class or type of college
Table 11.6.5 Have videos for parents been made available in Pinterest? Broken out by Total Enrollment
Table 11.7.1 Have videos for parents been made available on the College Website? Error! Bookmark not defined.
Table 11.7.2 Have videos for parents been made available on the College Website? Broken out by Public or Private Status of the College
Table 11.7.3 Have videos for parents been made available on the College Website? Broken out by Annual Tuition $
Table 11.7.4 Have videos for parents been made available on the College Website? Broken out by Carnegie class or type of college
Table 11.7.5 Have videos for parents been made available on the College Website? Broken out by Total Enrollment
Table 11.8.1 Have videos for parents been made available on College Blogs? Bookmark not defined.
Table 11.8.2 Have videos for parents been made available on College Blogs? Broken out by Public or Private Status of the College
Table 11.8.3 Have videos for parents been made available on College Blogs? Broken out by Annual Tuition $
Table 11.8.4 Have videos for parents been made available on College Blogs? Broken out by Carnegie class or type of college
Table 11.8.5 Have videos for parents been made available on College Blogs? Broken out by Total Enrollment What has been the topic of your most effective video for parents of prospective students?
Table 12.1 Does your college offer a parent or family orientation session? Bookmark not defined.
Table 12.2 Does your college offer a parent or family orientation session? Broken out by Public or Private Status of the College
Table 12.3 Does your college offer a parent or family orientation session? Broken out by Annual Tuition $
Table 12.4 Does your college offer a parent or family orientation session? Broken out by Carnegie class or type of college
Table 12.5 Does your college offer a parent or family orientation session? Broken out by Total Enrollment
Table 13.1 If so how many individuals attended this event the last time it was held? Bookmark not defined.
Table 13.2 If so how many individuals attended this event the last time it was held? Broken out by Public or Private Status of the College
Table 13.3 If so how many individuals attended this event the last time it was held? Broken out by Annual Tuition $
Table 13.4 If so how many individuals attended this event the last time it was held? Broken out by Carnegie class or type of college
Table 13.5 If so how many individuals attended this event the last time it was held? Broken out by Total Enrollment Are there any colleges that you consider role models in how they communicate with parents of current and prospective students? Can you point to any of their efforts -- blogs, web pages, events -- that highlight their expertise? What resources -- ezines, websites, blogs, listservs, magazines, conferences - or other information resources -- where you have found useful information on policies about communicating with and marketing to parents of current or future students? Bookmark not defined. What advice can you offer to your peers on ways to reach the parents of prospective students?

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