NAVIANCE SUMMER INSTITUTE 2014 PALM SPRINGS, CALIFORNIA
May 06, 2015
NAVIANCE SUMMER INSTITUTE 2014 PALM SPRINGS, CALIFORNIA
NAVIANCE SUMMER INSTITUTE 2014 | PALM SPRINGS, CALIFORNIA
Hey Colleges – Don’t Forget the Parents!
Brock Bair CMO, TeenLife Media
July 17, 2014
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Agenda
• Background • Research • What Parents See & Hear • Top Parent Concerns • Recommendations for Colleges • Marketing Tactics • TeenLife Media Opportunities
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Background
• Parents increasingly involved in the college choice process
• Their perceptions may not be accurate or up-to-date
• Surge in parental use of social networking, texting and cell phones
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Research
• Nearly 60 percent of prospective college students report they research colleges with their parents
• 61 percent of parents report that the final decision on where to enroll is made together
• Parental influence is higher among families that do activities together and have higher incomes
Source: Noel-Levitz
NAVIANCE SUMMER INSTITUTE 2014 | PALM SPRINGS, CALIFORNIA
What Parents See and Hear
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College Rankings
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Newspaper Articles
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Word of Mouth
• College branding influences parents and their decisions:
• Traditional college brands: Ivy League • Flagship state universities • Collegiate athletic brands
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Top Parent Concerns
• Campus safety • Crime rate on campuses • City safety
• Student support • Student tutors • Mental support • Professor support
• Outcomes
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Recommendations for Colleges
• Conduct research to see how your college is perceived by prospective parents and students
• Employ different communications strategies according to the level of parental influence
• Educate and engage alumni to be ambassadors • Build your communications flow early in high
school • Communicate your outcomes data
NAVIANCE SUMMER INSTITUTE 2014 | PALM SPRINGS, CALIFORNIA
Tactics
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Tactics
Produce Expert Content: “5 Ways XYZ College Improves Student Outcomes”
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Tactics
Social Media– Facebook Pages for Parents
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Tactics
Parent Newsletters
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Tactics
Web Pages for Parents
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Tactics
• Parent-centered email campaigns • Parent-focused advertorials & webinars • Presentations to parents at college fairs
NAVIANCE SUMMER INSTITUTE 2014 | PALM SPRINGS, CALIFORNIA
TeenLife Media Opportunities
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Great listings on TeenLife.com
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Promotion of Pre-College Summer Programs
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More TeenLife Opportunities
• Webinars for parents members • Life with Teens Magazine • Special Interest Publications
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Questions?
Visit the TeenLife Booth at NSI Find TeenLife in the Naviance Marketplace #NSI2014