Every higher education marketer knows that parents play a critical role in the selection and application process. Colleges and universities simply can’t afford to not address parents’ concerns, expectations, and thoughts.
So for the second year in a row, our brand communications agency, CCA, surveyed over 1,700 parents nationwide, to better understand crucial decision factors influencing college selection, the weight of college rankings, the dynamic between student and parent influences in the college search, preferences for different college experiences, and financial concerns including affordability. Download the white paper for the results, direct quotes, and our own advice for institutions.
