The landscape for higher education marketing is changing rapidly, as enrollments drop and attitudes towards college are shifting.[i] While we are in the middle of a period of transformation, we need to re-examine our efforts to reach prospective students and their parents with effective messaging. In addition, evolving trends in the communications preferences of both parents and prospective students require us to manage marketing channels differently to capture the interest of our target prospects where they are most receptive to information on higher education.

AMG Higher Ed surveyed parents of high school students in June 2022 to inform college marketers on how to reach parents today. This follows up on our January 2022 higher education marketing whitepaper survey of high school students. The results show some similarities and differences in parental preferences, giving enrollment professionals more insight into how to reach these critical decision-makers to attract new students to their institutions.

• Where do you most notice college advertising and posts?
• Which factors would influence you to schedule an in-person college visit?
• How much influence do you have over your child’s college selection process?
• Who’s paying for tuition when the time comes?
• How far from home are you comfortable with your student going for college?
• What kind of institution do you prefer for your student to begin their higher education?   
• Which learning experience do you prefer for your student?
• When researching info about colleges, where do you (or did you) start?
• What factors are most important to you when making a college decision?