Your month-to-month roadmap for family communication
Families are the top influencers of today’s college students. At CampusESP, we’ve helped over 320 colleges and universities leverage the power of parents with a coordinated, personalized communication plan.
We analyzed more than 18 million clicks from families using CampusESP in order to understand what information they need– and when. Consider this your Roadmap for Family Communication.
A PSA for our stretched-thin readers: This may seem like a lot of work. It is. But CampusESP can take it off your plate. We handle 90% of content curation and family communication for our partners. We take best practices from our roadmap and pair it with unique information from your campus. All you need to do is approve it. Want to learn more?
Guiding theories behind the roadmap
Our family communication plan is informed by two student success theories: The W-Curve framework for first year students and Schlossberg’s Transition Theory.
The W-Curve demonstrates the five phases of adjustment that new students experience during the first year of college:
The Honeymoon (excitement)
Culture Shock (reality sets in)
Initial Adjustment (getting used to college expectations and norms)
Mental Isolation (missing home and feeling nostalgia)
Acceptance and Integration (balance sets in)
Schlossberg’s Transition Theory explains how the student transition continues throughout college, as students face new challenges with academics, career development, mental health and more. Families require continued guidance on how to support their student’s transition and success, even beyond the first year.
We took these theories and the trends we've seen from 1.5 million families to build our own methodology for family engagement and student support. Our methodology is based on specific support needs that students have across their student journey. We recognize that these support needs are generally higher during the first year, and that they continue over the entire college experience, albeit at decreasing levels.
August-September: Adjusting to a new lifestyle
Students are at the top of the W-Curve rollercoaster. They’re excited about going or returning to college, living on their own and connecting with friends. Parents are typically happy for their student but sad to see them leave.
At this point, we share advice on the following topics:
Packing and preparing for move-in
Understanding how college life is different from high school
How parents can set communication plans and expectations with their student
This is a good time to remind parents that their feelings are valid… as well as set the bar for what healthy parent involvement looks like. This will benefit the student, the family and your institution in the long run.
September-October: First challenges and financial questions
First-year students experience their first struggles. Returning students feel heightened stress as they take on challenging academics, or start a new major. Parents begin to worry about their student as they notice these personal changes.
It’s also important to note that the FAFSA typically opens on October 1. This is when families start thinking about financial aid planning for the year ahead.
It‘s helpful to share information about:
Filling out the FAFSA and planning for financial aid
Coaching students through their first failures
Handling homesickness from afar
November-December: Finals and the return home for break
First year students are getting adjusted to their new environment. Meanwhile, many students are anxious about their impending finals and first return home. Parents are excited to have their student home again, but here’s when they noticed their student is changing.
During this time we focus content around family conversations, covering topics like:
Finals support and academic challenges
How to talk to students about their experiences in the first semester
Coaching students through feelings of not wanting to return to school
January-February: “Back to school” and planning for next year
Students come back to school after reconnecting with family and friends. This is when mental isolation creeps in. In colder regions, students are in desperate need of sunshine and Vitamin D. Parents are missing their student more than ever.
With this in mind, the content should focus on:
Second semester blues and how the spring semester is different
Mental health resources and identity development
Housing options for the year ahead
March-April: It’s almost summer. But first, finals and career development!
Students are eager for summer. But first they must make it through impending finals, summer opportunities and career development. At this point in the year, they’re likely more comfortable with adjusting, adapting and finding balance.
That means family communication should be focused on:
Planning for summer opportunities (families of graduating seniors, it’s time to think about career prep!)
Expectations around student social habits, such as Spring Break or drinking
Applying to scholarships for the coming year
April-May: Finish the year strong
Students feel a sense of accomplishment for surviving the year. But they’re about to leave their comfort zone once again with new summer experiences. Many parents are especially nervous and involved when their student starts their first internship, study abroad program, or summer away from home.
At this point, we target content around:
Supporting students through jobs, internships and study abroad programs (plus graduation for seniors)
Test-taking and study tips to finish out the semester strong
How to navigate the move-out process
June-August: Prepare to do it all over again
The school year is over! It’s almost time to do it all over again. But first… A strong parent communication plan can help with student retention and melt prevention.
For families of returning students, you should communicate:
Summer events on campus
Fall billing information
Registration deadlines for the upcoming semester
For families of incoming new students, the messaging should focus on:
Dorm shopping and pre-arrival checklists
The value of parent orientation
FERPA education and expectations for the term ahead
The “evergreen” content (when in doubt, do this!)
We get it– most institutions don’t have the time or resources to create such a tailored parent communication plan. So maybe you’re just looking for an easy place to get started. Here are two “evergreen” topics that are always helpful for families, no matter the time of year:
Financial Aid Information
The most common feedback we get from parents is that they want for more financial aid information.
College is a tremendous financial endeavor for many families: Today, parents absorb more student educational debt than ever before. Parents are craving resources on how to navigate the financial aid process. Supporting families here will create lasting trust with your institution.
Insight from other Parents and Families
Leverage your most engaged families. We know you have them! Whether they are members of your Family Council or the parents that call often for support, they are great resources for other parents.
Parent-generated content is at the top of our most-clicked list. Ask parents to write a blog post on any number of topics–supporting a student with homesickness, caring for a sick student from afar, helping a student get more involved– the possibilities are endless!
What next?
Go grab a pen and some paper, and evaluate your family communication strategy. What are your goals? What should families know in order to support these goals?
We know from experience that creating a content calendar is a big task. If you need a quick win, you can always begin with a single month, quarter, or semester. The most important part is getting started!