2022 Parent Survey: Cost is top-of-mind for most parents
Sixty-two percent of parents responded that the parents would partially cover college costs, along with student scholarships and loans. About 17% of parents said the student is responsible, and another 17% said the parents and family are responsible for paying for college so, consider how you communicate price and scholarship information carefully as part of your overall marketing strategy.
MARKETING INSIGHTS
- Financial aid in the form of scholarships plus student loans remains vital to parents and students, with the concern about affordability continuing.
- Ensure that your financial aid process and information are clearly and prominently featured on your website, and attend to parent concerns throughout your messaging and interactions.
OUR LATEST WHITEPAPER
3rd Annual Parent & Student Survey
The New Rules Of Higher Education Marketing
How AI and Shifting Family Priorities are Reshaping Student Recruitment
AI isn’t new. It’s normal. Students and parents alike are increasingly using LLMs for research – for everything from homework help to their best options for higher education. If families already use AI to choose, the question is: how is your institution meeting them there? Our latest whitepaper outlines how to publish AI-readable answers to the most asked questions, making your value legible to both humans and machines.
