College parents can significantly impact college retention. The data reflects on parent priorities and satisfaction levels on the student experience, the types of communication efforts and parent programming institutions are implementing and a campus example of how working with parents from the prospective student stage through graduation can have a positive influence on student retention.

1. Ruffalo Noel Levitz
1
Sarah Schupp
CEO, UniversityParent.com
Kerri Fowler
Assistant Director, Parents & Families Services
North Carolina State University
November 4, 2015
Leveraging Data to Show How Family
Involvement Impacts Retention

2. Parents want information
early and often

3. Rather than all at once, parents want
relevant content at the right time

4. 53%
of parent offices
located in Student Affairs
6%
Enrollment Management
Student'Affai r s'
Advancement'
Academic'Affairs'
Enrollment'Management'
University'Rela9ons'
Other'

5. Ruffalo Noel Levitz
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What do the national data tell us about
parent priorities?

8. www.noellevitz.com/PSI

9. Ruffalo Noel Levitz
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Summary satisfaction scores:
Parent Satisfaction Inventory
Percent satisfied or very satisfied
78%
58%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Parents Four-Year Private Students Four-Year Public Students
2014 Form A
n: 14,920
Copyright 2014, Noel-Levitz, LLC

10. Ruffalo Noel Levitz
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Scales in order of importance:
Parent Satisfaction Inventory
1. (tie) Concern for the Individual
1. (tie) Instructional Effectiveness
3. Academic Advising Effectiveness
4. Campus Climate
5. Recruitment and Financial Aid
6. Service Excellence
7. Safety and Security
8. Student Centeredness
9. Registration Effectiveness
10. Campus Support Services
11. Campus Life
2014 Form A
n: 14,920
Copyright 2014, Noel-Levitz, LLC

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Rank comparison of scales:
Parents and Students
2014 Form A
Copyright 2014, Noel-Levitz, Inc.
Scale Parent Rank Student Rank
Concern for the Individual 1 (tie) 4 (tie)
Instructional effectiveness 1 (tie) 1
Academic advising 3 2
Campus climate 4 4 (tie)
Recruitment and financial aid 5 6
Service excellence 6 9
Safety and security 7 7 (tie)
Student centeredness 8 3
Registration effectiveness 9 7 (tie)
Campus support services 10 10
Campus life 11 11

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Top strengths and challenges:
Parent Satisfaction Inventory
Top Strengths:
 The campus is safe and
secure.
 The content of course’s
within my child’s major is
valuable.
 There is a commitment to
academic excellence on this
campus.
 My child is able to
experience intellectual
growth here.
 Nearly all of the faculty are
knowledgeable in their field.
Top Challenges:
 The instruction in my child’s
major is excellent.
 Security staff respond quickly in
emergencies.
 Academic advisors are
concerned about my child’s
success as an individual.
 Academic advisors are
knowledgeable about
requirements for major within
their areas.
 Tuition paid is a worthwhile
investment.
2014 Form A
n: 14,920
Copyright 2014, Noel-Levitz, LLC

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Interesting observations on the PSI
results:
Most important item: Campus is safe and secure for all students.
Least important item: The amount of student parking space on
campus is adequate.
Highest satisfaction item: This institution has a good reputation
within the community.
Lowest satisfaction item: The amount of student parking space
on this campus is adequate.
Smallest performance gap: This institution has a good
reputation within the community.
Largest performance gap: Adequate financial aid is available for
my child.
2014 Form A
n: 14,920
Copyright 2014, Noel-Levitz, LLC.

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Use these types of data to determine
your communication with parents

15.  Located in Raleigh, NC
 34,000 total students
 25,000 undergraduates
 Land grant institution, largest in NC
 12 colleges representing diverse
academic fields
 Known for STEM areas
 3 sections composing one campus:
North and Central (Main campus),
Centennial Campus,
Biomedical Centennial Campus
Campus Example: NC State University

16.  Undergraduate Admissions
 Registration and Records
 Scholarships and Financial Aid
 Summer START program
 EMAS communications
 Joyner Visitor Center
 Parents & Families Services
Division of Enrollment Management and Services
Serving prospective students & families
through admission, enrollment,
persistence, and graduation; touching all
aspects of the student and family
experience.

17.  Parents’ HelpLine Phone & Email
 Handbook/Calendar
 Website
 Print and Electronic Newsletters
 Emergency Communications
 Parent & Family Events
 University events and programs*
 Partner Presentations
 Online Resources
 Social Media
Office of Parents & Families Services
Helpline: 919.515.2441
Email: ncstateparents@ncsu.edu
Website: parents.ncsu.edu

18. A PACK PARENT is identified as any NC State
student's primary resource and support. Whether
you are the mother, father, grandparent, sibling,
partner, friend or primary guardian of an NC State
student, you are a consistent source of support
and reinforcement that is directly related to your
student's personal development and academic
achievements. NC State recognizes this vital role
you play in your student’s education and promotes
your continued support by collaborating with you
through NC State Parents & Families Services to
provide you with resources to best help you stay
informed and connected to the university and, of
course, to your student.
Serving PACK PARENTs

19. Outreach to Parents
University Events & Programs
 Daily admissions information sessions at the Joyner Visitor Center (recruitment)
 Parent Orientation (Summer and January)
 College recruitment and yield events
 Experience NC State (yield event)
 Pack previews (recruitment and yield)
 University open house (recruitment and yield)
 Transfer student events (recruitment, yield, and current)
 90+ events annually
Parents & Families Services Events
 Parents & Families Weekend
 Spring Fling
 First in Family luncheon
 Transfer and spring admit luncheons
 Partner receptions
 Emergency response training and events

20. The Parent Satisfaction Inventory™ at NC State
Why is gathering the opinions of our parents so important?
 As a newly (<3 yrs) reorganized office, we didn't want to rely on previous
knowledge or assumptions.
 We wanted to be certain we were serving our parents in ways that directly
related to their interests and needs.
How the instrument has been beneficial for NC State:
 The responses provide direction and justification for new programs and
initiatives offered through the Office of Parents & Families Services.
 The data received also provides valuable insight for the larger mission of
Enrollment Management and the University.

21. Ruffalo Noel Levitz
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Questions and discussion

22. Ruffalo Noel Levitz
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Thank you for joining us today.
Sarah Schupp, CEO
UniversityParent.com
Email: sarah@universityparent.com
Phone: 866.721.1357
Twitter: @sarah_schupp
Kerri Fowler, Assistant Director, Parents & Families Services
North Carolina State University
Email: kafowler@ncsu.edu
Phone: 919.515.9242

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Satisfaction with tuition as a worthwhile
investment
43%
26%
45%
71%
88%
97%
0% 20% 40% 60% 80% 100%
Tuition paid is a worthwhile
investment (Students)
Tuition paid is a worthwhile
investment (Parents)
Importance Satisfaction Gap
2014 Form A
Students at four-year privates: n: 275,167
Parents at four-year institutions: n: 14,920
© 2014, Noel-Levitz, LLC

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Satisfaction with campus security staff
30%
20%
54%
77%
84%
97%
0% 20% 40% 60% 80% 100%
Security staff respond quickly in
emergencies (Students)
Security staff respond quickly in
emergencies (Parents)
Importance Satisfaction Gap
2014 Form A
Students at four-year privates: n: 275,167
Parents at four-year institutions: n: 14,920
© 2014, Noel-Levitz, LLC

25. Ruffalo Noel Levitz
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Satisfaction with advising
22%
30%
62%
67%
84%
97%
0% 20% 40% 60% 80% 100%
Academic advisors are concerned
about my success as an individual
(Students)
Academic advisors are concerned
about my child's success as an
individual (Parents)
Importance Satisfaction Gap
2014 Form A
Students at four-year privates: n: 275,167
Parents at four-year institutions: n: 14,920
© 2014, Noel-Levitz, LLC