About the Episode
Got a story to tell? An innovative idea to share? Fill out our guest nomination form and let's chat!
About the Episode:
Reece and Mickey Baines are back for their second conversation on the pod. In Episode 49 they discussed campus visits and college emails as Reece - a high school junior - was starting to develop his list of schools. With his junior year winding down, Reece and his dad Mickey share how they’ve narrowed down the list of schools Reece will apply to, and they offer more eye opening feedback about emails, parent messaging, personalization, and more!
Key Takeaways
- Real Talk on Cost Matters: Students like Reece are thinking about price—earlier than you might expect—and want tools to better understand it.
- Email Strategy is Broken: 400+ emails received, only a handful opened. Why? They feel impersonal and overly scripted.
- Parents Are Still Ghosted: Despite filling out their contact info on visit forms, most parents receive either nothing or carbon copies of student comms.
- Big Schools vs. Small Schools: Students want help understanding what makes each size feel different—not marketing fluff.
- Authenticity Wins: Tour guides, admissions counselors, and email copy that feel scripted instantly lose trust.
- Reece’s Preferred Medium? Email—but only if it's from someone he knows or looks useful.
How did Reece narrow his college list from 40+ to under 10?
Through research and real conversations. Reece filtered schools based on program strength (his interests shifted from film to political science and communications), food accommodations (gluten-free needs), and—importantly—cost. He didn’t want to carry that financial burden early in the process, but as he said, “Ultimately, I’m the one paying for it.”
What role did cost play in their process?
Mickey and his wife intentionally de-emphasized cost early on to avoid limiting options before aid packages arrived. However, they’re now looking at net price calculators—though they note schools don’t promote them well. Reece specifically said a calculator emailed to him would be helpful.
What’s missing in student and parent communications?
Reece receives hundreds of emails—most unopened. Why? They look like mass marketing blasts. “They all look the same,” he said, adding that none feel truly personal or helpful. A subject line offering “3 tips to build your college list” was one of the only messages he opened. For parents, Mickey noted only 6–7 schools even communicate with them, and most of those messages are just duplicates of what Reece gets.
What could colleges do better with email and outreach?
Start with relevance. Stop the “look at us” messaging. Reece opened the one email that focused on helping him, not promoting the school. Subject lines that promise—and deliver—value win. Also, stop pretending every student wants a virtual tour; offer real student connections instead.
How does trust factor into this process?
Reece said he only remembered one admissions counselor’s name—because the counselor was honest, didn’t oversell, and actually gave balanced advice. That authenticity built trust. Mickey added that once a school loses a student’s trust, it’s nearly impossible to get back.
What stresses Reece out right now?
Not admissions essays or getting accepted—he’s confident there. It’s cost and future loan debt. Colleges that proactively help students estimate long-term affordability—and communicate early about potential ROI—can stand out.
What’s next in Reece’s journey?
Revisiting campuses with students on them, attending a summer academic camp, refining essays, and narrowing his list further. Mickey and his wife are focused on making sure Reece is supported nutritionally (gluten-free options) and emotionally as they enter the final phase of decision-making.
Connect With Our Host:
Jeremy Tiers
https://twitter.com/CoachTiers
Attend the 2025 Engage Summit!
The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education.
Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.
👉🏻 Register now to secure your spot in Charlotte, NC, on June 24-25, 2025!
.png)
.png)
.svg)
.svg)
