If You Don’t Have a Parent Communication Plan, This Is Your Sign to Start One

Parents have always played a role in the college search process—but in recent years, their involvement has shifted from influencer to co-decision maker.

At a previous institution, we conducted annual surveys not just with students, but with parents of admitted students to assess our enrollment and marketing strategies. And year after year, one trend became clear:

📌 Parents wanted more direct communication—and in ways we weren’t fully delivering.

In our most recent survey:

• 63% of parents affirmed they wanted a communication flow written just for them.

• 60% of parents wanted text messages about their student, particularly regarding deadlines, missing requirements, and key events.

When we built out a parent-specific text message campaign to address this? It converted—big time.

And it isn’t just with this institution. The data supports it across the board.

Parents Are More Involved Than Ever—And They Expect to Hear From You

Higher education research consistently shows that parents are active, engaged, and expecting communication:

📌 75% of parents want direct communication from colleges—up from 71% in 2020. (EAB, 2023)📌 81% of families want at least weekly updates from schools during the admissions process. (CampusESP & Ruffalo Noel Levitz, 2023)

This isn’t just about making parents feel included—it’s about meeting them where they are and giving them what they need to support their student’s journey.

“We Don’t Have Parent Contact Information.” Then Start Collecting It.

One of the biggest pushbacks I hear from colleges is: "We can’t build a parent comm flow because we don’t have parent contact information until the admit stage."

Okay—so start collecting it—now.

There’s no reason you can’t gather parent details at every inquiry stage. If you have sophomore and junior comm flows, ask for parent info upfront.

And guess what? Students are more than willing to give it—if you just ask. Research by Mongoose Research suggests that simply adding a parent contact section to Request for Information (RFI) forms—along with a clear explanation of why it’s needed—can significantly improve participation. (Mongoose Research, 2023)

📌How to get it:

• Add a parent contact field to inquiry, event, and application forms.

• Use transparent messaging: "We want to send your parent information they care about—like financial aid, payment plans, and things they want but you don't."

• Offer parent opt-in opportunities at open houses and virtual events.

If parents expect to hear from colleges, there’s no excuse not to be collecting their info from day one.

Understanding Today’s College Parents: Gen X vs. Millennials

For the last decade, Gen X parents have dominated the college admissions landscape. Known for their pragmatism, skepticism and desire for transparency, Gen Xers want hard data on outcomes and expect real-time updates on their student’s progress.

But now, Millennial parents are entering the scene. And while they may be slightly more trusting of institutions, they are digital natives who expect seamless, mobile-first communication from colleges.

📌 What does this mean for higher ed?

• Parents want transparency. Give them straightforward, clear-cut information—especially about financial aid.

• They want texts and email. If something is urgent, send a text, not just an email.

• They expect regular touchpoints. Silence is not an option—especially once a student is admitted.

  
  

How to Build an Effective Parent Communication Strategy

1️⃣ Do Your Research: Learn About Your Parents Before you start sending emails, understand who today’s college parents are and what they actually care about.

• If your institution isn’t surveying parents, you should be. (And if you don’t have the capacity, Square One can do it for you!)

• If you can’t collect your own data, use third-party research. Studies from EAB, CampusESP, and Ruffalo Noel Levitz already provide insight into what parents expect from colleges.

📌 Biggest parent concerns?

• How much will it cost? Financial aid, affordability

• Will my student get a job? Career outcomes, major interest, ROI, faculty, internships

• Is my student safe and cared for? Campus security, mental health support, academic and other support services.

• Will my student find their place? Campus culture, housing

Knowing what matters to parents helps you shape content that resonates.

2️⃣ Build Out a Dedicated Parent Communication Flow Many colleges still just CC parents on student emails or send occasional updates. That’s not enough.

Create a separate communication flow for parents, covering:

• Inquiry Stage: Early introductions, campus visit invitations and financial aid basics.

• Admit Stage: Next steps, deadline reminders, financial aid award breakdowns and housing details.
  

If you’re not sure what to include? Ask parents what they need. A quick survey during the inquiry or admit stage can help refine your messaging.

3️⃣ Write for the Parent—Not Just the Student

Gen X and Millennial parents value practicality, transparency, and directness. They don’t want fluffy marketing language or vague promises.

Instead, give them:

✔ Straight answers. Don’t just say, “We’re affordable.” Show them the numbers.

✔ Outcome-driven messaging. Focus on career success, internship opportunities, and student support.

✔ A way to stay in the loop. 

For the marketer reading this: Writing for parents is actually one of my favorite things. It’s harder to write fluff—you have to be clear, transparent and direct. And honestly? That’s refreshing. It’s not a hurdle.

4️⃣ Add Text Messaging to Drive Action Remember this stat? 60% of the parents in our survey wanted text reminders for deadlines, important events and missing requirements.

Parents respond to texts—especially when it involves their student staying on track.

📌 How to use parent texts effectively: ✔ Send deadline reminders (FAFSA, housing, orientation). ✔ Nudge them to check in with their student (e.g., “Has [Student Name] submitted their deposit? Deadline is Friday!”). ✔ Make it easy to take action (e.g., include a link to confirm a FAFSA submission or schedule an advising call).

A well-timed text can be the difference between a missed deadline and an enrolled student.

Parents Aren’t Just Along for the Ride—They’re Driving the Car

Ignoring parents—or giving them half-hearted communication—won’t cut it anymore. They want (and expect) to be included, and colleges that engage them effectively will win in the long run.

So if your institution doesn’t have a dedicated parent communication plan—this is your sign to start one.

And if you need help? We offer parent-focused enrollment marketing services.

Let’s talk.