1. of parents prefer phone calls
with 58% more likely to consider
a school that communicates
through the phone
of students prefer
phone calls
WHY THIS MATTERS
Provide opportunities for parents to communicate
with your school through the phone.
COMMUNICATIONS
38% 49%
WHY THIS MATTERS
Target the majority of your online
advertising to students.
DIGITAL ADS
of parents click on ads in
search results or social media
of students click on ads in
search results or social media
31% 19%
WHY THIS MATTERS
Email valuable content to parents that
encourages them to share with their kids.
EMAIL
of parents forward emails from
schools they’re considering to
their children
of students save emails from
schools they’re considering
83% 40%
WHY THIS MATTERS
Cross-promote content across social
networks, but keep in mind that parents use
social differently than their kids.
TOP FIVE SOCIAL NETWORKS
SOCIAL MEDIA
Facebook
YouTube
Google+
Twitter
Instagram
Facebook
YouTube
Instagram
Twitter
Snapchat
1
2
3
4
5
71% 45%
78% 50%
of parents view college
websites on mobile
of students view college
websites on mobile
of parents own smartphonesof students own smartphones
WHY THIS MATTERS
Develop mobile-friendly content (videos, articles,
images, etc.) to personalize the user experience for
parents and students on the go.
MOBILE
64% 55%
of parents surveyed viewed a
website within the last 7 days
of students surveyed
viewed a website within
the last 7 days
WHY THIS MATTERS
Create fresh and valuable website content
at least once a week to incentivize your
visitors to return often.
VISIT FREQUENCY
Academic Programs
Cost
Scholarships
Cost
Academic Programs
Financial Aid
1
2
3
WHY THIS MATTERS
Customize or personalize the experience to
deliver the right content to the right user.
CONTENT
TOP THREE CONTENT NEEDS
77% 69%.edu
of parents claim college
websites most influential
of students claim college
websites most influential
WHY THIS MATTERS
Focus all your efforts on your website since it’s the
#1 most influential part of the decision-making
process for both parents and students.
INFLUENCERS
HIGH SCHOOL SENIORS IN MAY 2014 PARENTS OF THOSE SENIORS
ParentsStudents
A prospective university student does not select a school in a silo. A myriad of influences impact the
final decision. As you develop the digital strategy for your university, one influencer in particular may
deserve more thought than others: the parent.
According to Noel-Levitz’s 2014 E-Expectations Report, 77% of high school seniors report that their
parents have the most influence on their enrollment decision.
With that much influence, marketers would be remiss to ignore the needs and desires of those
parents. Are you doing everything it takes to communicate your benefits, differentiators, and values to
the number one influencer?
The Mom & Dad Influence
How Parents' Online Behavior
Will Impact Your Higher Ed Strategy
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