About the Episode
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About the Episode:
It’s no secret that parents play a significant role in which schools prospective students end up choosing — but just how much of a factor are they really? Our guest,Dave Becker, CEO and co-founder of CampusESP, breaks down how parent engagement directly influences application rates and yield. We’ll also explore eye-opening research on this connection, plus how AI and other tech tools are transforming the way schools communicate with families.
Join us as we discuss:
- [2:15] The changing role of parents in college decisions
- [11:09] How to leverage AI in parent engagement
- [14:41] A jaw-dropping stat on parent communication and enrollment
Check out these resources we mentioned during the podcast:
- CampusESP blog - case studies, research, best practices, and more
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for “The Application with Allison Turcio” in your favorite podcast player.
What makes parent engagement such a powerful enrollment lever?
According to Dave Becker, the rising cost of higher education and increasing family involvement in K–12 has naturally extended into the college search. Parents aren’t just helping with FAFSA and housing forms—they’re deeply invested in the ROI of a college decision. And the kicker? Students want them involved. CampusESP research shows that communication quality with parents is now a top-three decision factor—just behind the campus visit and program differentiation.
Why are some institutions still not communicating directly with parents?
Dave doesn’t shy away from calling out the challenges—higher ed is siloed, overwhelmed, and in many cases, slow to adapt. Leaders often understand the importance of parent engagement but struggle to prioritize it amidst limited resources. He explains that engaging parents is not about coddling or overstepping student independence. Rather, it's about empowering the family unit—especially in critical phases like yield season or preventing summer melt. When done correctly, parent involvement can drive deposits and create a stronger sense of institutional trust.
What does effective parent communication look like?
Becker emphasizes that engaging parents isn’t just about copying students on emails. Parents deserve to be treated as their own audience. And while email is still the most effective channel for Gen X, colleges need to diversify outreach with text messaging, especially for lower-income or multilingual families. The CampusESP platform helps institutions scale their efforts by using AI to personalize content, translate communications, and condense long-form information into engaging formats—like clickable texts.
What role does AI play in parent engagement strategies?
AI is a game-changer for institutions struggling with bandwidth. Whether it's translating content for ESL families, tailoring program information based on parent interests, or creating personalized nudges via SMS, AI is making scalable personalization possible. Dave warns, though, not to chase the shiny object. Instead, focus on how AI can solve specific communication problems—especially when one person is tasked with managing engagement for tens of thousands of parents (as is the case at Penn State).
How can parent engagement improve enrollment forecasting?
Dave drops some eye-popping data: parents who log into CampusESP and create a password are tied to students who are 11x more likely to enroll. These insights aren't just for reporting—they're actionable. Progressive institutions are now feeding parent engagement metrics back into their enrollment models to superscore yield likelihood. The key is not just to track open rates but to leverage behavioral data to nudge both the student and the family forward.
What’s one insight higher ed marketers often overlook?
Perhaps the most compelling takeaway: Parent involvement is highest among underrepresented groups, particularly Black and Hispanic families. As institutions look for strategies to increase campus diversity—especially in a post-affirmative action landscape—parent engagement emerges as a vital, scalable, and often overlooked tool. Dave challenges marketers to view parents not as obstacles but as powerful allies in student success.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio 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 Mission Admissions and Visionary Voices: The College President’s Playbook.
Enrollify is made possible 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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