Reality check: relying solely on rankings and brochures for outreach won’t cut it
Our latest exclusive survey of high school students and their parents reveals that 95% of parents are using digital sources to explore post-secondary options. And the most popular method? Not what you might think.
A full 70% of parents turn to basic web searches first—well ahead of traditional sources like U.S. News & World Report or college rankings. Platforms like College Board and Cappex follow closely, but social media and niche directories are gaining major traction. In fact, one in three parents consults social media to guide their decision-making.
How parents use online/digital sources to guide their post-secondary search
This shift signals a massive opportunity for education marketers: if you’re not visible in the spaces where parents are actively searching, you’re missing out.
Want to know where students are searching and how their parents’ research aligns—or diverges? Our full white paper breaks down digital behavior patterns, trust factors, and the emotional drivers behind these crucial decisions.
👉 Download the whitepaper now to uncover the insights shaping the next wave of post-secondary enrollment decisions.
Download
The 2nd Annual
Parent & Student Survey
FOR HIGHER EDUCATION
and learn how to better reach your most targeted enrollment segments: students and their parents.
This guide outlines the biggest current challenges of education marketers, and ideas showing how your enrollment strategy can overcome and thrive.
95%
of parents are using digital sources to research post-secondary options for their children
95%
of ALL teens use YouTube
2x
the number of parents are considering vocational schools than their children
Other areas we cover that will help increase awareness of your institution among students and their parents:
If you’d like to learn more about how we can help you adapt to the evolving education marketing landscape and ramp up your efforts, please contact us today.
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