About the Episode
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About the Episode:
Parents aren’t just supporting players in the college search — they're often leading the charge, especially when it comes to finances. In this episode, Will Geiger, Co-founder and CEO of Scholarships360, joins Allison to talk about why parent engagement is no longer optional and how institutions can better meet parents where they are. From practical communication strategies to demystifying financial aid, Will shares real-world insights on what parents actually care about, what they’ll act on, and how colleges can build trust early.
Join us as we discuss:
- [2:03] The real extent of parents’ influence on college decisions from day one
- [12:18] Lower-lift ways to start engaging parents in the search process
- [18:09] The potential impact of parental influence on future student recruitment
Check out these resources we mentioned during the podcast:
- The Anxious Generation by Jonathan Haidt
- allisonturcio.com
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.
Why do parents matter so much in enrollment marketing?
Will Geiger highlights a fundamental shift that many enrollment marketers are missing: parents are not just influencers—they’re often the primary decision-makers, especially when it comes to financial considerations. Drawing on both professional experience and personal anecdotes, Will reminds us that parents are the ones calling financial aid offices, scrutinizing net price calculators, and helping students interpret loan packages. Colleges that fail to recognize this are missing out on a key opportunity to build trust and drive conversions.
Allison and Will also discuss how parents often shape a student's college list long before applications are submitted. From managing travel logistics for campus tours to weighing in on brand perceptions, parents are involved from the first mailer to final deposit decisions. In short: if you're not marketing to parents, you're likely missing the people actually pulling the financial and emotional levers.
How can colleges start building a parent-first communication strategy?
The conversation shifts toward action—specifically, how enrollment marketers can begin building out a thoughtful, parent-centered comms strategy without overhauling everything at once. Will recommends starting by collecting parent contact info early, even before student data, and emphasizes that parents are surprisingly eager to opt in when offered relevant, helpful resources. A checklist for sophomore-year parents or a targeted financial aid explainer can go a long way.
And don’t just recycle your student messaging. Parents have different concerns—namely cost, student debt, and outcomes—and the tone needs to reflect that. Allison recalls her own experience with families who accidentally fill out forms as their students, underscoring just how involved (and at times confused) parents are. The opportunity here? Help them make sense of the process in a way that builds trust and loyalty to your institution.
What messaging resonates most with parents?
The key here is relevance and transparency. Citing findings from the 2024 EAB Parent Survey, Will notes that financial concerns dominate the parent mindset: tuition costs, scholarships, and debt. Messaging that addresses these topics head-on—especially with clear, easy-to-understand tools like scholarship calculators—has a powerful impact.
This is where enrollment marketers can shine. Will suggests leaning into demystification—break down how financial aid really works, explain what “demonstrated need” actually means, and highlight affordability strategies as early as possible. Not only does this build confidence in your institution, but it also aligns with the real-world needs of families who are often overwhelmed and uncertain about the cost of college.
What does the future look like for parent engagement in higher education?
According to Will, parent involvement is only going to increase. And it’s not just a cultural shift—it’s being driven by data privacy laws that make it harder to reach students directly. With legislation like New Jersey’s and Tennessee’s new laws limiting how student data can be used, institutions will need alternative pathways to build their inquiry pipelines. Engaging parents early offers both a legal and strategic workaround.
Moreover, parent-first strategies are also critical for retention and student success. Since parents are usually responsible for managing tuition payments year after year, building that relationship early can help reduce melt, increase persistence, and drive lifetime value. As Allison points out, we’re living in the era of the “search cliff”—and parent engagement may just be the bridge to future-proofing your enrollment strategy.
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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