The Parent Perspective in College Admissions: Lessons for Enrollment Professionals

When crafting their strategies, higher education marketers often focus on the student experience at the detriment of the parent perspective in college admissions. 

After all, students are the ones selecting their future school, and their preferences drive many decisions during the admissions process.

While this approach is valid, it’s incomplete. 

Parents play a critical role in shaping and influencing their child’s college decision. Yet, they are often overlooked in enrollment marketing strategies.

When the parent perspective in college admissions is excluded, institutions risk alienating key stakeholders in the decision-making process. 

For example, a school might deliver engaging content to prospective students, but if parents feel left out of the communication loop, they may struggle to fully endorse the institution.

This disconnect can result in uncertainty, reduced enthusiasm, and ultimately, a missed enrollment opportunity.

Research consistently shows that parents significantly impact their child’s college decision-making. 

A study by the National Center for Education Statistics revealed that “67% of students rated cost of attendance as a very important factor in their college choice,” highlighting the role of family financial considerations in the decision-making process (NCES Report).

Furthermore, a study published in Research in Higher Education underscores that parental involvement is “a central mechanism preparing children for postsecondary education, affecting their college enrollment decisions” (Springer Study).

These findings demonstrate that parents’ opinions often weigh heavily on their child’s choice, particularly regarding cost, campus safety, and academic fit. 

Parents are the ones accompanying students on campus visits, analyzing financial aid packages, and guiding discussions around the pros and cons of each school.

Ignoring the parent perspective in college admissions can lead to gaps in messaging and a failure to fully connect with families. 

This is where the perspective of Ed Wright, Vice President of Enrollment at Lebanon Valley College, becomes invaluable.

With over 30 years of experience in enrollment management and firsthand insights as a parent of college-bound children, Ed offers a unique lens on how institutions can better incorporate parents into their strategies.

His journey highlights actionable lessons for enhancing campus visits, refining communications, and fostering deeper engagement with both students and their families.

From Enrollment Professional to Parent Advocate

Ed Wright’s extensive career spans roles at public and private institutions, providing him with a comprehensive view of higher education enrollment challenges.

As a parent guiding his children through the college admissions process, he’s seen how the experience can fall short of meeting family expectations.

“Parents are deeply invested in their child’s college journey,” Ed shared. “Engaging them effectively is vital, yet many institutions miss the mark.”

By listening to his children’s evolving priorities, Ed highlighted the importance of adaptability. 

This is a principle that enrollment professionals must adopt when crafting their outreach efforts.

Campus Visits Through a Parent’s Lens

Campus visits play a pivotal role in shaping families’ impressions of an institution. 

From Ed’s perspective as both a parent and an enrollment professional, maximizing every interaction during a visit is essential.

He recounted his son’s transformative experience visiting a cadaver lab, a unique offering that solidified the school’s appeal.

“If you have distinctive programs or facilities, highlight them during campus visits,” Ed advised. “These moments can leave a lasting impression.”

Additionally, Ed emphasized interactive and engaging elements, like QR codes for live surveys or word clouds, to foster participation and capture visitor insights. 

These are small but impactful ways to engage the parent perspective in college admissions.

Communication is Key in the Parent Perspective in College Admissions

Missteps in communication can erode the trust of prospective families.

Ed recounted an experience where he received repetitive emails inviting his family to events they had already attended. 

This underscored how lack of segmentation in messaging can lead to confusion.

“One of my frustrations is that we go on these campus tours and these open houses, and within 24 hours, we’re getting emails to come visit their school and attend an open house,” Ed shared. “I thought, ‘We were literally just there!’ It makes families question whether the institution even noticed we came or valued our visit.”

Ed explained that effective communication hinges on tailoring messaging to acknowledge the specific stage families occupy in the admissions funnel.

“It’s about segmentation,” he emphasized. “If a family has just attended an event, your follow-up should thank them for coming, not ask them to register again. Institutions should focus on creating a seamless communication flow that shows parents and students they’re paying attention to the details.”

By tailoring communications, institutions can avoid alienating parents. They can instead foster a sense of trust and care throughout the admissions journey.

Supporting Students While Empowering Parents

One of the most critical lessons Ed emphasized is balancing student independence with parental involvement.

“As a parent, my role was to support my child’s exploration,” Ed noted. “But it’s also vital to empower them to lead the process.”

Ed encouraged enrollment professionals to ask questions beyond academics. 

Understanding a student’s interests in extracurricular activities like marching band, athletics, or theater can guide families toward the best-fit school.

These approaches show the importance of respecting the parent perspective in college admissions while empowering students.

Actionable Takeaways for Enrollment Professionals

Ed Wright’s experience highlights several strategies for enrollment teams looking to enhance their efforts:

1. Personalize Campus Visits: Highlight your school’s distinctiveness through interactive and memorable experiences.
2. Refine Communication: Use segmentation to deliver relevant and timely messages to families.
3. Empower Families: Equip parents with the tools to support their child’s journey while encouraging student independence.
4. Showcase Unique Offerings: Give families a firsthand look at programs and facilities that set your institution apart.
5. Focus on the Parent Perspective in College Admissions: Understand that parents are partners in the decision-making process and should feel engaged throughout.

Understanding the Parent Perspective in College Admissions

Ed Wright’s dual perspective as an enrollment professional and parent underscores the importance of empathy and intentionality. 

Institutions that embrace the parent perspective in college admissions can create more meaningful, engaging experiences that foster trust and connection.

Listen to our interview with Ed Wright to get even more insights into:

• [01:52] Ed Wright’s Journey in Higher Education
• [12:03] Navigating Challenges in Enrollment Management
• [17:51] The Importance of Blocking and Tackling in Enrollment
• [23:00] Parenting in Higher Education: A Personal Perspective
• [29:12] Navigating College Tours: Insights from Experience
• [34:00] The Importance of Clear Communication
• [38:05] Building Your Own Visit: A New Approach to Campus Tours

Leverage the Parent Perspective in College Admissions!

Wondering if your enrollment strategy is optimized to include the parent perspective? Concerned that you might not be giving them what they need to feel empowered in the decision making process?

At Caylor Solutions, we understand that successful enrollment isn’t just about numbers—it’s about creating meaningful connections with students and their families at every step of the journey. 

That’s why our Enrollment Assessment service dives deep into your institution’s existing processes and strategies to uncover opportunities for improvement.

Our in-depth evaluation analyzes admissions workflows, communication tactics, prospective student engagement methods, and retention strategies. 

You’ll receive a detailed report with specific, actionable recommendations designed to:

• Boost enrollment numbers,
• Improve student retention, and
• Enhance overall student satisfaction.

Don’t let inefficiencies hold your institution back. Partner with Caylor Solutions to fine-tune your enrollment strategy and make every interaction count.

Ready to get started? Let’s work together to shape the future of your enrollment success.

Contact Us Today!

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Featured image via lvc.edu