Insights from the Inside
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By Allison Turcio
Treating parents like carbon-copy students with a different subject line creates confusion at best and mistrust at worst. As Will Geiger put it on Episode 72 of The Application podcast: “The mistake folks make is adapting existing student comm streams for parents. You’re better off stepping back to understand what parents care about and making it specific to your institution.”
That’s the bar. A parent should never wonder, “Why am I getting this?” Families don’t need more messages; they need useful ones. That means clear cost, timelines, how support actually works, and what outcomes look like for a student like theirs. Purpose-built, parent-first communication earns trust and helps families make confident decisions.
What we know about parents (and what to do about it)
1) Parents start earlier than students.
They quietly research costs and fit long before a student fills out a form.
Strategic Move: Put cost, timeline, and outcomes one click from your homepage and program pages. Keep it skimmable with one clear next step. Think fridge-worthy, not brochure-length.
2) Cost clarity decides momentum.
Families don’t need a finance seminar; they need a straight answer to “What will we pay here?”
Strategic Move: Add a short “How cost becomes your price” block (tuition & fees → scholarships → grants → net price) in plain language to your .edu. Pair it with a 30-second merit scholarship estimator. Bonus: integrate this with your financial aid communications post-award.
3) Parents read differently.
They tune out hype and sniff out vague "affordability" claims.
Strategic Move: Write like a peer. Use short paragraphs, concrete examples, and specific calls to action (book a call, check a date, review a plan).
4) It's a family conversation.
Capture the parent on the first RFI without piling on fields. If the parent isn’t in your system, you’re missing half the buying committee.
Strategic Move: Add a parent/guardian email field to your RFI. Send a personalized welcome from the assigned counselor (real name + reply-to), and invite a conversation: "What’s most important to your family right now?" Offer simple ways to respond: reply, book a 15-min cost chat, or text, and note language preference during the conversation.
5) Answer parent questions where they’re looking for answers.
Parents don't visit the "for parents" page first. They start on program and financial aid pages.
Strategic Move: On every academic page, include: what you’ll learn, a sample four-year plan, post-grad outcomes, and a clear cost path. Forms should be short and program-specific.
6) Weekly communication works—when it’s useful.
Families want rhythm, not spam.
Strategic Move: Keep a simple cadence: Money → Academics & Outcomes → Experience & Support → Next Steps. Use email to explain; use SMS to nudge (reminders, confirmations).
Proof That it Works
Angelo State University
ASU rebuilt program pages around what families actually need: short program-specific RFIs, clear financial aid sections, and cleaner paths to apply. Result: +370% RFI submissions in the first month—proof that removing friction for parents and students unlocks action. Listen to the episode.
New Jersey Institute of Technology: Serving Hispanic families
NJIT centered on family decision-making with Spanish-language content, staff, and programming (including a full College Tour episode en Español). The payoff: higher engagement, stronger trust, and authentic word-of-mouth because families felt seen and supported. Listen to the episode.
The takeaway? Institutions that align messaging with parent needs see measurable gains in top-of-funnel conversions and decision-making confidence.
How to craft messages parents actually keep
- Lead with the question they’re asking. Answer it in the first two sentences.
- Use human words. “What you’ll pay,” “who teaches your student,” “how support works here.”
- Show one next step. Clearly labeled, with zero ambiguity.
- Mind the tone. Calm, specific, respectful. If it’s fridge-worthy, it’s right.
If you make only three changes this month:
- Add real cost and scholarship info to your top program pages.
- Send a weekly parent email with one clear purpose and one action.
- Integrate a short parent Q&A and affordability moment into every campus visit—with staff fluent in the languages you advertise.
Parents aren’t gatekeepers; they’re co-deciders. Enrollment leaders who build trust with families earlier and more transparently position their institutions not just as affordable, but as credible and supportive. That credibility drives yield, minimizes melt, and strengthens the student-family-institution triangle.
