About the Episode
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About the Episode:
Parents are more involved than ever. Keeping them engaged can make or break your class. Dave Becker, CEO and co-founder of Campus ESP, joins the podcast to explore his takeaways from last year and share best practices for 2025. The importance of communication with parents, the impact of COVID-19 on expectations, and how data can inform strategies for better engagement. The conversation also explores the role of AI in personalizing communication and the significance of financial transparency in the decision-making process for families.
Read Dave’s insights at: https://www.campusesp.com/blog/top-trends-2025
Key Takeaways
- Parent Engagement is Higher Than Ever – 81% of prospective student families expect weekly communication from colleges, emphasizing the need for institutions to develop a structured parent engagement strategy.
- Personalization is Key – Parents expect targeted, relevant messaging at different stages of the admissions process, from yield season to financial aid decisions.
- AI is Transforming Parent Communication – Institutions are leveraging AI to automate content creation, personalize outreach, and scale engagement without overburdening staff.
- Parental Influence on Enrollment is Undeniable – Data from CampusESP shows that students whose parents actively engage with college communications are 11 times more likely to enroll.
- Different Populations Engage Differently – For example, Black families and first-generation parents prefer text messaging, while rural families have higher engagement levels than urban counterparts.
- Financial Transparency Matters – Parents are deeply involved in cost comparisons and financial aid decisions, making it critical for colleges to provide clear, digestible financial information to families.
Why is Parent Engagement More Important Than Ever?
Post-COVID, parents are more involved than ever in their children's college journeys. The rising cost of education, concerns about student mental health, and increased digital access have contributed to a shift in expectations.
- 81% of prospective student families expect at least weekly communication from colleges.
- Even 70% of current student families want frequent updates, showing that engagement doesn’t stop at enrollment.
- Many institutions worry about overloading parents with too much communication, but Becker argues that the real challenge is providing the right kind of communication—timely, relevant, and actionable.
For colleges, this means rethinking their parent engagement strategy to align with these new expectations and drive meaningful interactions that support enrollment and retention goals.
How Can Schools Personalize Parent Communications?
A one-size-fits-all approach won’t work—different parents engage in different ways. Personalization is critical in keeping parents engaged while also ensuring they receive the most useful and relevant information.
- Parents of first-year students need information on orientation, housing, and transition support, while parents of seniors are focused on career fairs and job placement.
- Demographic differences matter—Black families and first-generation parents prefer text messages due to potential technology barriers, while mothers and daughters tend to engage at higher levels than fathers and sons.
- Engagement also varies by geography—rural families are more likely to be highly involved compared to urban parents.
With these insights, colleges can segment their parent communications and tailor messaging to different audience needs, ensuring higher engagement and stronger relationships.
How AI is Powering Parent Engagement Strategies
AI is rapidly becoming a game-changer in higher education marketing, especially in scaling parent engagement. Becker discusses how AI-powered tools are helping institutions overcome resource limitations while delivering personalized and efficient communication.
- AI-generated newsletters and content help schools quickly create relevant articles, event reminders, and financial aid updates without additional workload.
- AI-powered text summarization allows institutions to turn long-form content into digestible text messages, meeting the needs of families who prefer SMS communication.
- Predictive AI models help identify which parents (and therefore which students) are most likely to enroll, enabling colleges to focus their outreach efforts where they’ll have the greatest impact.
By integrating AI into parent engagement strategies, colleges can boost efficiency, enhance personalization, and improve enrollment outcomes.
How Parent Behavior Predicts Student Enrollment
CampusESP’s data reveals a strong correlation between parent engagement and student enrollment decisions.
- Students whose parents create an account and log into CampusESP’s platform are 11 times more likely to enroll.
- Parents are often more willing to share insights about their students than the students themselves—surveys show that parents will openly disclose other schools their child is considering, helping colleges refine their recruitment strategies.
- Parent interest in financial aid information is a key indicator of whether a student is likely to enroll, making transparent financial communication critical for improving yield rates.
With this knowledge, colleges can use parent engagement data to enhance predictive modeling, fine-tune enrollment marketing, and proactively address student concerns before they impact yield.
What Role Does Financial Transparency Play in Enrollment?
One of the biggest enrollment barriers is uncertainty around financial aid and net cost. Parents play a central role in evaluating college affordability, yet many institutions fail to effectively communicate financial information in a clear, accessible way.
- Becker highlights how schools like Pace University have increased deposits by sending targeted financial aid information directly to parents.
- Financial aid confusion often leads to melt (students not enrolling after being admitted)—schools that clearly break down costs, scholarships, and financial aid in parent-friendly language can significantly reduce melt and improve conversion rates.
- Providing FERPA-compliant ways to share relevant financial details with parents ensures that families fully understand their financial commitments, making them more confident in the decision to enroll.
Connect With Our Co-Hosts:
About The Enrollify Podcast Network: The EduData Podcast is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and The Higher Ed Geek.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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