We say it all the time: “Parents are important,” but how often do our actions actually reflect that? Walk through specific, tangible strategies for making parents feel seen, heard and empowered to help their student say yes.

Students rule out colleges based on sticker price alone. Here’s how to make your Tuition & Fees page an affordability tool—not just a price

At my last institution, we had a real challenge: students just weren’t completing their enrollment forms. Counselors were calling, emails were going out daily, and portal reminders were non-stop—but nothing seemed to move the needle. That’s when I had a moment of clarity—what if the key wasn't reaching out to the student, but their parent?

Students abandon clunky inquiry forms. Here’s how to fix yours fast and capture more leads—without a major overhaul.

Parents aren’t just influencers in the college search—they’re co-decision makers. Here’s how to build a parent communication plan that works

Forget rankings. Show students real value through outcomes, faculty impact, program quality, and student support—what truly defines quality.

Let admitted students personalize their acceptance packages with custom swag, videos, and tours to boost yield and engagement.

Financial aid emails should bring clarity, not confusion. Here’s where one missed the mark—and how colleges can do better.

Families often wait too long to discuss college costs. Here’s how admissions and financial aid offices can help parents start The Money Talk

Financial aid shouldn’t be a mystery. Here’s how colleges can design award letters like LEGO instructions—clear, visual and easy to follow.

A college degree is an investment, but its value is not always clear to students. How can colleges make its return on investment more tangib

Higher education websites are often dense and impersonal. What if these websites could work more like Amazon?

Could sending an email with the wrong name—on purpose—grab attention and reinforce personalization? A creative risk with potential rewards.

For Gen Z, who have higher levels of anxiety than previous ones, this sense of urgency can feel paralyzing rather than motivating.

Marketing builds awareness, but admissions and campus connections seal the deal. Higher ed needs all three to turn students into deposits.

A holiday gift guide email to parents turned into a powerful way to predict yield. Here’s how it worked—and how colleges can do the same.

Your homepage isn’t your only first impression. Students land on major pages first—are yours built to convert?