Portara Insights

Ideas and research to help colleges and universities market to parents.

5 strategies for engaging parents to increase yield

March has arrived and with it the uncertainty of all the hard work you and your recruitment team have put in throughout the school year. Many schools are trying to make sense of data that has no precedent due to the FAFSA prior prior change — apps are up but deposits are down? Or maybe it’s…

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3 tips for better parent customer service

Many institutions know they need to do some kind of marketing to parents but have no idea how or where to start. A terrific study done by Longmire and Company, “Study of parents: How they evaluate colleges and influence enrollment” has some excellent insights to assist institutions.   Perhaps most notably, the study highlights that…

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An Active Force

“An active force.” A recent study done by Longmire and Company looked at how prospective students form relationships with colleges, and it found parents not only influence, they actually facilitate relationships. The study calls parents “an active force in leading their child to or away from colleges.” Students were asked which people played a significant…

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4 simple digital marketing tips you can implement today

There are so many possibilities with digital marketing that it can be overwhelming to know where to start. With that in mind, here are 4 high priority and easy places to start:   Always design for mobile ready. Customers shouldn’t have to pinch and zoom on their mobile to read your message, so ensure your emails…

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Who are today’s parents of college-bound students?

The MTV generation has grown up and are now sending their kids to college. Gen X is the primary new generation of middle aged parents, and here are some key findings according to The MetLife Study of Gen X: The MTV Generation Moves into Mid-Life:   Born between 1965 – 1980 (Approx. 50 Million in population)…

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4 key takeaways – What parents of HS students are thinking

There is a fair amount of research each year about students and the college recruiting process, yet comparatively little is done to study the other key decision maker, their parents. We spent time this spring with parents from around the country and discovered 4 key takeaways that every college needs to know if it wants to…

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What do parents want from colleges?

The folks at Noodle produced an interesting report on What do parents want from colleges? For parents of HS students, the most important factors were: The college is a good fit (78%) Safe environment (75%) Acquisition of real-world marketable skills (74%) A first-rate academic experience (68%) Affordability (66%) Check out the full report here. 

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The Untapped Opportunity

Most enrollment managers and marketers agree that parents are a much bigger part of the recruiting process than 10 or 20 years ago, and data backs those beliefs. According to the Circling Over Enrollment: The E-Expectations of the Parents of College-Bound Students report produced by Noel-Levitz, James Tower, and the National Resource Center for College…

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