This document summarizes a presentation given at the 2014 Naviance Summer Institute about engaging parents in the college selection process. The presentation discusses research showing that parents are increasingly involved and influence college choices. It recommends that colleges conduct research on parental perceptions, employ targeted communication strategies based on parental influence levels, educate alumni to promote the college, and communicate outcomes data to address top parental concerns like campus safety and student support. Tactics suggested for colleges include producing expert content for parents, using social media and other channels to engage parents, and promoting the college through TeenLife Media opportunities.

1. NAVIANCE SUMMER INSTITUTE 2014
PALM SPRINGS, CALIFORNIA

2. NAVIANCE SUMMER INSTITUTE 2014 | PALM SPRINGS, CALIFORNIA
Hey Colleges – Don’t Forget
the Parents!
Brock Bair
CMO, TeenLife Media
July 17, 2014

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Agenda
• Background
• Research
• What Parents See & Hear
• Top Parent Concerns
• Recommendations for Colleges
• Marketing Tactics
• TeenLife Media Opportunities

4. 4
Background
• Parents increasingly involved in the college choice
process
• Their perceptions may not be accurate or up-to-
date
• Surge in parental use of social networking, texting
and cell phones

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Research
• Nearly 60 percent of prospective college students report
they research colleges with their parents
• 61 percent of parents report that the final decision on
where to enroll is made together
• Parental influence is higher among families that do
activities together and have higher incomes
Source: Noel-Levitz

6. NAVIANCE SUMMER INSTITUTE 2014 | PALM SPRINGS, CALIFORNIA
What Parents See and Hear

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College Rankings

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Newspaper Articles

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Word of Mouth
• College branding influences parents and their
decisions:
• Traditional college brands: Ivy League
• Flagship state universities
• Collegiate athletic brands

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Top Parent Concerns
• Campus safety
• Crime rate on campuses
• City safety
• Student support
• Student tutors
• Mental support
• Professor support
• Outcomes

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Recommendations for Colleges
• Conduct research to see how your college is
perceived by prospective parents and students
• Employ different communications strategies
according to the level of parental influence
• Educate and engage alumni to be ambassadors
• Build your communications flow early in high
school
• Communicate your outcomes data

12. NAVIANCE SUMMER INSTITUTE 2014 | PALM SPRINGS, CALIFORNIA
Tactics

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Tactics
Produce Expert Content: “5 Ways XYZ College Improves
Student Outcomes”

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Tactics
Social Media– Facebook Pages for Parents

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Tactics
Parent Newsletters

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Tactics
Web Pages for Parents

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Tactics
• Parent-centered email campaigns
• Parent-focused advertorials & webinars
• Presentations to parents at college fairs

18. NAVIANCE SUMMER INSTITUTE 2014 | PALM SPRINGS, CALIFORNIA
TeenLife Media Opportunities

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Great listings on TeenLife.com

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Promotion of Pre-College Summer Programs

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More TeenLife Opportunities
• Webinars for parents members
• Life with Teens Magazine
• Special Interest Publications

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Questions?
Visit the TeenLife Booth at NSI
Find TeenLife in the Naviance Marketplace
#NSI2014