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E-Expecations of the Parents of College-Bound Students - Noel-Levitz
- 7 out of 10 college students reported communicating "very often" with at least one parent or guardian during the academic year.
- 74% of parents reporting they communicated with their children at least twice per week
- 70% of parents stating they were doing at least some of the college research and paperwork for their children
- 90% of parents rely on web sites to research campuses
- 48% of parents have viewed a virtual tour and 42% have not but would like to
- 25% of parents have completed a financial aid or scholarship estimator form and 62% have not but would like to
- 32% of parents have completed a tuition cost calculator form and 51% have not but would like to
- 27% of parents have e-mailed an admissions counselor or administrator and 47% have not but would like to
Parents were asked to rank online content on a scale from one to five, with five being the most valuable, the results were:
Academic programs or majors 4.85
Scholarships 4.78
Admissions requirements 4.78
Tuition and fees 4.77
Campus safety 4.76
Parents found e-mail messages (84%) and letters or brochures in the mail (76%) the most appealing means of communication.
The college should begin directly communicating with parents after their student has inquired (49%)
When receiving communications they are most interested in tuition, aid, scholarships info (94%); dates, deadlines, procedures (84%); application status (76%); residence life details (74%)
Parents want web content specifically for them, perhaps by creating a special section for parents.
Parents have a strong interest in campus safety and academic quality.
Provide interactive tools to engage parents - cost calculators, virtual tours, and opportunities to chat with campus personnel.
Invite parents to inquire on your site.
EExpCirclingOverEnrollment08.pdf
- 74% of parents reporting they communicated with their children at least twice per week
- 70% of parents stating they were doing at least some of the college research and paperwork for their children
- 90% of parents rely on web sites to research campuses
- 48% of parents have viewed a virtual tour and 42% have not but would like to
- 25% of parents have completed a financial aid or scholarship estimator form and 62% have not but would like to
- 32% of parents have completed a tuition cost calculator form and 51% have not but would like to
- 27% of parents have e-mailed an admissions counselor or administrator and 47% have not but would like to
Parents were asked to rank online content on a scale from one to five, with five being the most valuable, the results were:
Academic programs or majors 4.85
Scholarships 4.78
Admissions requirements 4.78
Tuition and fees 4.77
Campus safety 4.76
Parents found e-mail messages (84%) and letters or brochures in the mail (76%) the most appealing means of communication.
The college should begin directly communicating with parents after their student has inquired (49%)
When receiving communications they are most interested in tuition, aid, scholarships info (94%); dates, deadlines, procedures (84%); application status (76%); residence life details (74%)
Parents want web content specifically for them, perhaps by creating a special section for parents.
Parents have a strong interest in campus safety and academic quality.
Provide interactive tools to engage parents - cost calculators, virtual tours, and opportunities to chat with campus personnel.
Invite parents to inquire on your site.
EExpCirclingOverEnrollment08.pdf
Add a Comment
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Comment by Kathy Barr on April 1, 2009 at 10:14am - Great info, Matt! Should definitely be considered when planning the communications campaign as a wholistic approach to student recruitment and the decision making process.
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