Prospective parent content playbook: What to send and when to send it.
Prospective parents can be your top influencers, if you reach them at the right time and with the right nudges. Our research shows that students with a properly engaged parent are nearly 4x more likely to apply and have yield rates up to 9% higher than the average student. And 88% of prospective families want communication from the institutions their student is considering at least weekly.
But what information are they looking for and when do they need it? That’s where the experts at CampusESP can help. We analyzed the articles schools have shared with prospective families — 490,000+ views across 30 colleges — to see what got the most clicks. We wanted to know — what kind of content do prospective parents really crave, and when?
So consider this your roadmap to creating the content that will drive prospective parents to engage with you each month.
August
Applications are opening and the future is starting to get real for high school seniors – and their parents. These families are ready to learn about your school, the enrollment process, and how they can help support their student. In addition to general information about what sets your campus and programs apart, parents are most eager to learn about:
Ways to visit campus
The Common App (if your school accepts it)
Guidance on your application process
Tips for helping their student find the right fit
September
Application season really gets rolling and not surprisingly, it can be met with nerves from both hopeful students and their parents. Now is the time for them to get to know you better and for you to share important next steps to help them keep their student on track.
Consider sharing:
Information on their admission counselor
Reminders about application dates, especially any deadlines for early decision, early action, and regular acceptance
Advice on how families can pay for college
Across the board — and the year — articles about financial aid and paying for college generate some of the highest engagement from parents.
October
While students are still working their way through applications and comparing the schools they’re considering, all members of the family are starting to think more forward to which feels most like “home” — and how they’ll be able to pay for it.
Top articles shared in October include:
Open house and campus visit information
Details on additional scholarship opportunities (you could probably share this any time, and families will click on it — but now is the best time to start)
November-January
The holidays bring questions from extended family members of “where are you going to college?” and with it an increased number of completed applications (hopefully!). Make sure prospective families have their to-do list and check it twice — and encourage them to remind their students a few times more.
Now’s the time to publish content around:
Application deadlines (And a reminder. And another reminder.)
Your institution's financial aid process (Note: FAFSA 2024-25 launches in December 2023!)
Advice on how parents can coach students through that last high school semester
February
Across all 30 portals we analyzed, this article about helping a student select their college major was one of the most clicked.
As more acceptance letters make their way into the world, every member of the family is (im)patiently waiting for news. Keep them engaged and ready for what’s next by sharing basics on moving from applicant to college student smoothly.
Help them have a good plan by sharing:
Your acceptance timeline
Save the dates for spring admitted student events
Guidance for helping their student choose a major
March-April
Yield season is in full swing! Getting that confirmed/deposited number up starts with keeping the parents of your newly admitted students excited about their future and making sure they know next steps.
In addition to messages welcoming the whole family to your community, be sure to share:
A step by step guide to enrolling — including all the nitty gritty details
Tips on how to fully understand financial aid offers
Information on housing options and the selection process
Deposit deadline reminders
Change is hard. Parents and family members resonated deeply with this top article, shared as most students were starting to move onto campus for their first year.
May-July
Warmer temps don’t have to mean summer melt if parents are involved. Bring your class home with communication that keeps everyone excited and informed about the fall. Expectations from families are high as they prepare to push their kid out of the nest.
Meet those needs by sharing details on:
Orientation information (including how to sign up!)
Move-in planning (or critical logistical tips like getting their ID card and parking pass if on-campus housing isn’t big for your students)
City and campus guides for when they arrive with their new student
Campus resources (health, fitness, academic advising)
Work study/student employment options
August (again)
We’re back. Another trip around the sun. Another class ready to start the experience of a lifetime. And another group of parents facing perhaps one of the most difficult experiences of theirs.
With the start of the semester speeding toward them, we see high engagement with articles on:
Move in details
Family Weekend invitations — yes, already! (Work with your campus partners to get the information out to the newest families.)
Welcome week schedule
And don’t forget the mushy stuff. Families can use a little moral support during this transition, so be sure to share:
How they can “let go” and help their student navigate college
Advice from parents who have “been there”
So how do you tackle this?
Tip #1: Start somewhere. Anywhere. Whether it's two emails or a monthly series, communicate with families with the tools you have.
Tip #2: Get CampusESP’s help on a full parent comm flow strategy. Our team handles 90% of content curation for our partners, combining the best practices topics outlined here with campus-specific information. The result is a comprehensive calendar of meaningful information delivered right to your prospective families.
Want to learn more about how engaging parents strategically can influence enrollment?