of parents prefer phone calls with 58% more likely to consider a school that communicates through the phone
of students prefer phone calls
WHY THIS MATTERS
Provide opportunities for parents to communicate with your school through the phone.
COMMUNICATIONS
38% 49%
WHY THIS MATTERS
Target the majority of your online advertising to students.
DIGITAL ADS
of parents click on ads in search results or social media
of students click on ads in search results or social media
31% 19%
WHY THIS MATTERS
Email valuable content to parents that encourages them to share with their kids.
of parents forward emails from schools they’re considering to their children
of students save emails from schools they’re considering
83% 40%
WHY THIS MATTERS
Cross-promote content across social networks, but keep in mind that parents use
social di�erently than their kids.
TOP FIVE SOCIAL NETWORKS
SOCIAL MEDIA
YouTube
Google+
YouTube
Snapchat
1
2
3
4
5
71% 45%
78% 50%
of parents view college websites on mobile
of students view college websites on mobile
of parents own smartphonesof students own smartphones
WHY THIS MATTERS
Develop mobile-friendly content (videos, articles, images, etc.) to personalize the user experience for
parents and students on the go.
MOBILE
64% 55%of parents surveyed viewed a website within the last 7 days
of students surveyed viewed a website within
the last 7 days
WHY THIS MATTERS
Create fresh and valuable website content at least once a week to incentivize your
visitors to return often.
VISIT FREQUENCY
Academic Programs
Cost
Scholarships
Cost
Academic Programs
Financial Aid
1
2
3WHY THIS MATTERS
Customize or personalize the experience to deliver the right content to the right user.
CONTENT
TOP THREE CONTENT NEEDS
77% 69%.edu
of parents claim college websites most influential
of students claim college websites most influential
WHY THIS MATTERS
Focus all your e�orts on your website since it’s the #1 most influential part of the decision-making
process for both parents and students.
INFLUENCERS
HIGH SCHOOL SENIORS IN MAY 2014 PARENTS OF THOSE SENIORS
ParentsStudents
A prospective university student does not select a school in a silo. A myriad of influences impact the
final decision. As you develop the digital strategy for your university, one influencer in particular may
deserve more thought than others: the parent.
According to Noel-Levitz’s 2014 E-Expectations Report, 77% of high school seniors report that their
parents have the most influence on their enrollment decision.
With that much influence, marketers would be remiss to ignore the needs and desires of those
parents. Are you doing everything it takes to communicate your benefits, di�erentiators, and values to
the number one influencer?
The Mom & Dad InfluenceHow Parents' Online Behavior
Will Impact Your Higher Ed Strategy
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