nsi 2014: hey colleges! don't forget the parents
DESCRIPTION
This session for college representatives attending NSI will describe new research on parents’ influence on college choice. It’s surprisingly important to include parent outreach in your marketing mix! Participants are invited to share their parent marketing strategiesTRANSCRIPT
NAVIANCE SUMMER INSTITUTE 2014 PALM SPRINGS, CALIFORNIA
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
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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
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
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
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