Through our research efforts, we evaluated the satisfaction of ODU parents and families with the current frequency and content of university communication to inform the communication structure of Old Dominion University’s Parent Program. We also sought to identify ways to improve partnerships with parents and families to enhance student success at ODU.

1. EMPOWERING PARENTS TO
EMPOWER STUDENTS: AN
ASSESSMENT OF ODU
PARENT ENGAGEMENT
Old Dominion University, Norfolk, VA
HIED 761: Higher Education Capstone Project,
Student Affairs Group #1
Fall 2011
Research & Assessment Team:
Brandon Brown ~Jasmine Briggs ~
Diane Hazard-Ngwanza ~ Steven Kendrick ~ Jayme Watkins
1

2.  Client Profile  Organizational
 Project Purpose Culture
 Key Questions  Legal Implications
 Literature Review  Data Collection &
 Aspirational
Analysis
Schools  Recommendation
 Organizational  Cost Benefit
Structure Analysis
2

3.  Judy Luedtke, Director of New Student &
Parent Programs (NSPP)
 Deliverables
 Literature Review to include research from
client-identified aspirational and peer
institutions and cost-benefit analysis to
accompany recommendations
3

4.  We evaluated the satisfaction of ODU
parents and families with the current
frequency and content of university
communication to inform the
communication structure of Old Dominion
University’s Parent Program.
 We also sought to identify ways to
improve partnerships with parents and
families to enhance student success at
ODU.
4

5.  Whatare the information expectations of
parents and families of ODU students?
 How can ODU establish and sustain effective
and fulfilling partnerships between parents
and the university?
 Whichbest practices in parent/family
programs can be implemented into the
current parent/family program at ODU?
5

6.  History
 Rise and fall of in loco parentis
 Recent demand for parent programs
 Generational Theory
 “Helicopter” Parents
 No Child Left Behind
Bickel, R. D., & Lake, P. F. (1999).
Carney-Hall, K. C. (2008).
Coburn, K. L. (2006).
Henning, G. (2007).
Savage, M., & Petree, C. (2009).
Ward-Roof, J. A., Heaton, P. M., & Coburn, M. B. (2008).
6

7.  Role of Parents
 Consumers
 Involvement
 Communication Trends
 Use of technology
 Frequent student-parent contact
 University-parent interaction
 Best Practices
 Top Five
 Developing parents to develop students
Bridges, C., Heiman, S., Hyer, N., Radke, C., Wright, A., & Heiselt, A. (2011).
Carney-Hall, K. C. (2008).
Kennedy, K. (2009).
Savage, M., & Petree, C. (2009).
7

8.  UT-Knoxville & UNC-Chapel Hill
 Criteria: Research Institution
Accredited by Southern Association of
Colleges & Schools
Mid-Sized Institutions
In-state Enrollment (85%)
Virginia Schools
 Criteria: Mid-sized, In-state, Public 4-Year Schools that
have a Parent’s Association
 University of Virginia and James Madison University
8

9. Savage, M., & Petree, C. (2009).
University Organization Chart-Old Dominion University. (2011).
9

10.  Applicable cultures of the academy
 Developmental
 For example the office employees 14 preview counselors
who undergo training in group facilitation and customer
service to engage the next generation of monarchs
 Virtual
 The office engages parents through virtual meetings at
least once a semester
 Judy responds to parent inquires on the Family
Connection webpage
Bergquist, W. H. & Pawlak, K. (2008)
10

11.  Applicable Laws
 FERPA
 HIPAA Privacy Rule
 Patient Confidentiality
 Court Cases and Opinions
 FERPA
 Falvo V. Owasso Independent School District
 HIPAA
 Nott V. George Washington University
 Shin V. Massachusetts Institute of Technology
Kennedy, K. (2009).
11

12. 12

13.  Monday, September 26th – Monday, October 24th
 Conducted literature review and peer institution research
 Composed survey
 Collaborated with Charles Lowman, Assistant Director of Residence Education,
Office of Housing & Residence Life to have survey constructed in StudentVoice
 Tuesday, October 25th
 Acquired list of 1,760 parent email addresses from the Office of Housing &
Residence Life at Old Dominion University
 Wednesday, November 2nd
 Survey announcement and link placed on ODU Facebook page by Lisa Sinclair, PR &
Marketing Specialist and New Media Coordinator
 Thursday, November 3rd
 Parents emailed in groups of 500 from Team Leader’s ODU student email account
between 8:00-8:20AM
 Friday, November 4th –Sunday, November 6th
 Answered parent emails about issues with survey link and general questions
regarding credibility of survey
 Thursday, November 10th
 Team officially closed data collection at 3PM
13

14.  Social media data collecting is normally a
marketing tool used by financial organizations
(lenders, banks, & other non-profit companies) to
help their marking goals and leading decisions.
 Any company that mines social data has access to
only the information that you have made public on
internet, as these companies work like search
engine crawlers
 Often, data collecting companies work for clients
looking forward to ability to personalize and
customize their offers services to better use.
Bonneau, J., Anderson, J., & Danezis, G. (2009).
Hanneman, R. A., & Riddle, M. (2005).
14

15.  Team emailed 1760 parents and guardians and
we had 362 respondents (21% response rate)
 From our data, we sought to determine what the
structure of a Parent Association and/or Council
at ODU would look like.
 Finally, we made determined the general
activities this organization would be involved in,
to enhance the relationship between Old
Dominion University and parents/families and
further aid in the success of ODU students.
15

16. 16

17. Relationship to Student
Mothers Fathers Other
2%
21%
77%
17

18. Classification of Students
Freshmen Sophomores Juniors Seniors
8%
15%
53%
24%
18

19. Distance from ODU
Less than 1 hour drive 1-2 hour drive
3-5 hour drive 5 or more hours drive
8%
30%
42%
20%
19

20. 20

21.  Financial Aid Information
 Enrollment/registration Information
 Housing Information
 Work Study
 Career Guidance
21

22. E-mail
Postal mailing
ODU Website announcements
Telephone
Social media
8% 3%
10%
16%
63%
22

23. 1 or more 2 - 4 times Once a As needed
times a a week week basis
day
Fathers 11% 23% 34% 28%
Mothers 88% 78% 66% 72%
Grandparents 1% 0% 0% 0%
1 or more 2 - 4 times Once a As needed
times a a week week basis
day
Freshman 47% 56% 58% 56%
Sophomores 26% 24% 23% 19%
23
Juniors 21% 13% 15% 17%

24. Information basis only
Parent/family association
Assisting with special campus events
Informal social group
6% 5%
48%
41%
Bridges, C., Heiman, S., Hyer, N., Radke, C., Wright, A., & Heiselt, A. (2011).
Carney-Hall, K. C. (2008).
Parent Feedback Survey (2011).
24 Savage, M., & Petree, C. (2009).

25. Safety/Security
Academic requirements (regarding intended major)
Financial Aid
On/Off Campus Housing
Special events
Total of the 13 other responses
17%
36%
16%
8% 16%
7%
Bridges, C., Heiman, S., Hyer, N., Radke, C., Wright, A., & Heiselt, A. (2011).
Carney-Hall, K. C. (2008).
Savage, M., & Petree, C. (2009).
25

26. Availability of a specific major/area of study
Received financial aid or scholarships
Affordable tuition
Close to home
Prestige/name recognition/reputation of the university
All other responses
• And the survey says:
32% 30%
 Location
 Institutional Size
12%  Affordability
10% 10%  Major
6%  Reputation
26

27.  Grade Access
GPA Information
Semester Grade Reports
 Information on Degree Requirement
Communication with Advisors
Information on how to register for classes
Graduation Requirements
 Safety
Safety Alerts for Parents
Increase Campus Security
 Increased Communication
Parents Newsletters
Information on ODU Events
Email Communications
Mailed Information
Better Communication with Student Resources (Financial Aid,
Admissions, Student Health, Student Organizations)
27

28. 28

29.  Communication Strategies
 Use of Technology
 Information Sharing/Distribution
 Human Resources
 Additional Staff
 Development of a Parent Association
 w/ Parents Council
 Assessment Strategies
 Appraisal of ODU Parent Program
29

30. Strategic Planning
Cost-Benefit is used to identify which alternative yields a given
level of benefits at the lowest cost and requires quantifying impact
in monetary terms.
As the work on the Initiative moves forward, the multiple check-points built into
the work plan will be critical for ensuring value for key stakeholders.
Key Findings
1. Are the benefits of an alternative greater than its costs?
2. What is the financial return on investment to every $1 spent on Parent Programs?
Tangible Benefits: Those benefits to ODU’s Parent Program with attributable cost/
value.
Intangible Benefits: Those benefits to ODU’s Parent Program that have indirect impact.
Levin & McEwan, Cost-Effectiveness Analysis: Methods and Applications 2001.
30

31. Research Data Findings Recommendations
Question Gathered
What are the most Literature Review Incorporate trends Use underutilized forms of
commonly used forms in communication technology to increase access
of communication methodologies and participation
between parents and
the university? Use of technology Incorporate ODU Mobile as an
Literature review/
peaks through social in-house resource
How does technology Benchmarking media by way of
impact information Facebook/Twitter Utilize a Blog/ Networking
distribution? Survey responses from Application to disseminate
parents Parents feel that security information
Do parents feel that safety is an issue on
safety is a concern on Survey responses from campus Intentional relay of security
campus? parents information to parents
Parents want to
Do parents have receive timely and
adequate access to accurate security
security information? information
31

32.  Communication
 Blog (information sharing)
 Faculty Inclusive
 Security
 ODU Mobile
 Facilitate networking via mobile devices
 Ability to communicate with any information system
 Tangible Benefit
 Single entry-point system of ideas/text regarding
parent programs
 Editable/Institution owned repository of ideas/text
regarding parent programs
 Real-time and batch based message processing
32

33.  Training
 Assumes minimal training of IT resource(s) to
implement additional functionality.
 Additional Channels (Production license avoided
and solution developed in-house).
 Fault Tolerant Cluster
 Assumes cluster is already in place to handle
additional bandwidth necessary.
○ $18,820.00
Figures derived from standard IT expenditure across Higher Ed departments with similar initiatives & ODU Business
Gateway, Technology Applications Center (TAC)
33

34. Research Data Findings Recommendations
Question Gathered
Is Old Dominion Literature Review A typical Parent Increase Staff/Development
University’s current Program has of Key Positions
Parent Program staff between 5-7 staff
sufficient to function members Option #1: Additional staff
as it is? members, including a
Information obtained
from client/ Tie development Graduate Assistant position.
How do we obtain and utilization of
higher organizational Literature Review staff to institutional Option #2: Developing an
productivity? goals at lowest Office of Parent Relations; to
possible cost also include a Graduate
Assistant position.
34

35.  Human Resources
 Option #1: Additional staff members, including a
Graduate Assistant position
 Option #2: Office of Parent Relations, including a
Graduate Assistant position
 Tangible Benefit
 Program champion & supporting personnel
 Generates personnel with tacit knowledge of
ODU’s Parent Program
 Program "ownership" providing authority to spend
and responsibility for spending.
35

36. Parent Program
Director
$85,470
Assistant Sophomore Office Manager
Success (TBN) Student Assistants
Director Coordinator (TBN) (5): $24,880
$61,270 $61,270 $24,880
Preview Graduate
Counselors (14) Assistants (3)
$42,900 (TBN) $34,660
Data represents estimates derived from the Bureau of Labor and Statistics, BLS.gov
36

37. Research Data Findings Recommendations
Question Gathered
Are parents Information Parents would like Development of Regional
knowledgeable about obtained from more information Parent Association to obtain
institutional resources? client/ regarding highest level of participation
Survey responses institutional from parents
resources
Are parents willing to
be involved in their Survey responses Parents would like to Development of a Parent
student’s university be involved in their Council to assist in
experience through a student’s university governance and help set the
Parent/Family experience through a agenda w/administration
Association? Parent Association
Do parents feel that Survey responses Parents have a
they are adequately disjointed
informed by ODU’s connection to the
Parent Program? university and note
gaps in
communication
37

38.  Parent Association w/ Council
 Highest level of parental involvement for an
institution
 Ability to leverage institutional events to encourage
participation
 Intangible Benefit
 Works in partnership w/ administration
 Increases mentoring opportunities
 Assists in fundraising
 Increased visibility for ODU
 Tied into current recruiting/sporting events.
38

39. Research Data Gathered Findings Recommendations
Question
Does ODU’s Information obtained Assessment Establish clear expectations
Parent Program from client generates valuable of ODU Parent Program
have a means information about
of integrated Survey responses program outcomes Develop measurable criteria
assessment for for observing and appraising
improvements Assessment aids in program
and new Literature Review
identifying key
initiatives? challenges to Development of a rubric for
program success consistency
Assessment can Develop an annual survey to
generate a high level gauge institutional/parental
delivery plan for life perceptions
cycle of ODU’s
Parent Program
39

40.  Assessment
 Program Evaluation
○ Surveys to measure improvements
 Institutional perceptions
 Parental perceptions
○ Departmental processes
 Intangible Benefit
 Tracking/trending of key metrics to assess outcomes
 Capturing benchmarking facilitates ease-of-
implementation of future initiatives
 Reinforces unified standards of Parent Program
40

41. 41

42. Dr. Gwendolyn Lee-Thomas
Judy Luedkte
Don Stansberry
Charles Lowman
Lisa Sinclair
OSAL Office
Walter P. Parrish, III
42

43.  Bergquist, W. H. & Pawlak, K. (2008). Engaging the six cultures of the academy: Revised and
expanded edition of The four cultures of the academy. John Wiley and Sons.
 Bickel, R. D., & Lake, P. F. (1999). The rights and responsibilities of the modern university:
Who assumes the risks of college life. Durham, NC: Carolina Academic Press.
 Bonneau, J., Anderson, J., & Danezis, G. (2009). Prying data out of a social network. 249-
254. doi: 10.1109/ASONAM.2009.45
 Bridges, C., Heiman, S., Hyer, N., Radke, C., Wright, A., & Heiselt, A. (2011). Guiding future
practices: A review of parent and family services. CSPA-NYS Journal of Student
Affairs, 11(1), 84-102.
 Carney-Hall, K. C. (2008). Understanding current trends in family involvement. New
Directions for Student Services, (122), 3-14.
 Coburn, K. L. (2006). Organizing a ground crew for today’s helicopter parents. About Campus
, July-August 2006, 9-16.
 Donovan, J. A., & McKelfresh, D. A. (2008). In community with students’ parents and
families. NASPA Journal, 45(3), 384-405.
43

44.  Hanneman, R. A., & Riddle, M. (2005). Introduction to social network methods. Riverside,CA:
University of California, Riverside. Retrieved from
http://faculty.ucr.edu/~hanneman/nettext/C1_Social_Network_Data.html
 Henning, G. (2007). Is in consortio cum prentibus the new in loco parentis?. NASPA Journal, 44(3), 538-
560.
 Kennedy, K. (2009). The politics and policies of parental involvement. About Campus, 14(4), 16-25.
 Levin & McEwan, Cost-Effectiveness Analysis: Methods and Applications 2001, Table 1.5, pp. 27-28.
 Northouse, P. (2010). Leadership: Theory and practice. New Delhi, India: SAGE Publications India Pvt
Ltd.
 Savage, M., & Petree, C. (2009). National survey of college and university parent programs.
Unpublished manuscript, University of Minnesota, Minneapolis, MN. Retrieved from
http://www.parent.umn.edu/ParentSurvey09.pdf
 University Organization Chart-Old Dominion University. (2011). Retrieved October 17, 2011, from
www.odu.edu/oduhome/orgchart.pdf
 Ward-Roof, J. A., Heaton, P. M., & Coburn, M. B. (2008). Capitalizing on parent and family partnerships
through programming. New Directions for Student Services , 122, 43-55.
44