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In this eye-opening episode of Confessions of a Higher Ed CMO, host Jaime Hunt is joined by Jeff Kallay, Senior Vice President of Enrollment Consulting at Echo Delta, to unpack a topic that’s often left out of the enrollment marketing conversation: parent engagement. Drawing from his experience consulting on over 300 college campuses, Jeff shares how institutions can—and should—intentionally engage parents throughout the student journey.
From rethinking the campus visit experience to segmenting communications with empathy, this episode delivers actionable insights that could revolutionize your recruitment strategy.
Key Takeaways
- Parents are no longer passive participants—they’re co-pilots in the college decision-making process.
- Most institutions underinvest in parent-focused communications, missing key opportunities to build trust.
- Reimagining the campus visit to include parents can lead to better emotional connections and a a higher yield.
- Tailored, segmented messaging for families builds credibility and strengthens institutional loyalty.
- A balanced, authentic communication strategy for both students and parents fosters stronger brand affinity.
Why Parents Deserve a Seat at the Recruitment Strategy Table
The college search journey is rarely a solo flight for students—parents, families, and caregivers are more involved than ever before. In this episode, Jaime Hunt and Jeff Kallay challenge the long-held assumption that enrollment marketing should focus solely on students. Instead, they advocate for a co-pilot model where parents are seen not just as influencers, but as vital decision-makers whose concerns and insights shape the final college choice.
Kallay shares how, despite this shift in decision-making dynamics, most institutions still design their marketing, website content, and campus visits with a student-centric lens. This oversight results in lost opportunities to build emotional trust and establish credibility with families. If we expect parents to entrust us with their child’s future, we must meet them where they are—with clear, resonant communication that acknowledges their role.
The good news? Enrollment marketers have the power to shift this paradigm. From the first touchpoint to post-enrollment support, integrating parents into your marketing journey creates a more cohesive, compassionate brand experience. As Kallay emphasizes, when parents feel seen and respected, they become powerful ambassadors—not only for recruitment but also for long-term retention and institutional reputation.
How to Rethink the Campus Visit Experience for Families
Jeff Kallay has earned a reputation as a thought leader in campus visit design, and in this episode, he spotlights the emotional—and strategic—importance of including parents in that experience. Rather than shuffling them off to a separate lounge with coffee and brochures, Kallay argues for an integrated approach that allows parents to engage with the institution meaningfully. After all, families are evaluating the entire student experience, not just the dorm rooms and dining halls.
The conversation between Jaime and Jeff underscores that the most effective visits are designed with empathy and intention. That might look like parent-specific programming, Q&A sessions with faculty or financial aid officers, and opportunities to speak with other families. These aren’t just logistical touchpoints—they’re chances to instill confidence and build emotional equity in your institution.
Kallay drives home the idea that “designing for feelings” is essential. A great campus visit doesn’t just answer questions; it makes parents feel assured, informed, and inspired. When the emotional needs of families are addressed with care and transparency, the result is a deeper connection that extends far beyond the campus tour.
How Can Higher Ed Marketers Personalize Communications for Parents?
Too often, communications in higher ed default to a one-size-fits-all approach—and parents are left on the sidelines. Jeff and Jaime argue that personalization isn’t just a nice-to-have; it’s a strategic imperative. The first step? Segmentation. By understanding what matters most to parents—whether that’s cost, safety, career outcomes, or academic support—marketers can tailor their messaging to build relevance and trust.
Progressive institutions are now moving beyond the generic “family” email list and actively collecting data on parental preferences and behaviors. With this intel, they can craft communications that speak directly to concerns and priorities. For example, highlighting career services and internship stats might resonate more than student life events when speaking to a guardian audience.
Authenticity, however, remains key. Parents—just like students—can tell when messaging is overly polished or transactional. Jaime and Jeff stress the importance of maintaining a warm, transparent tone that reflects empathy and respect. The goal isn’t just to inform parents but to invite them into a relationship with your institution—one that can drive not only enrollment decisions but long-term advocacy and support.
Episode Summary — Key Questions Answered
Why should enrollment marketers prioritize parents just as much as students?
Because parents are co-decision-makers. When institutions engage them early and authentically, they improve yield, satisfaction, and long-term loyalty.
What does an inclusive campus visit experience look like for parents?
One that integrates parents into programming—through financial aid sessions, Q&As, and peer conversations—so they feel acknowledged and informed.
How can higher ed communications be personalized for parents?
By segmenting parental data and addressing their top concerns—like affordability and student safety—in a tone that feels human, not corporate.
What’s the risk of overlooking parents in your marketing strategy?
You miss the chance to influence a powerful audience segment, and worse, risk pushing them (and their students) toward better-prepared competitors.
What are some first steps institutions can take to improve parent engagement?
Audit your current parent communications, build intentional family-focused experiences into campus visits, and start building a segmented content calendar.
If you're looking to evolve your enrollment marketing strategy to match the modern realities of the college search process, this episode is your roadmap. Tune in to the full episode of Confessions of a Higher Ed CMO with host Jaime Hunt and guest Jeff Kallay—for an energizing and insightful conversation that just might transform your approach to family engagement.
And while you’re at it, explore more from the Enrollify podcast network for fresh takes and actionable strategies.
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