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
AI for Education
A Marketer’s Guide to Visibility, Discovery, and Enrollment in an AI-Mediated World
Prospective students aren’t just searching differently. They’re discovering, comparing, and evaluating institutions through AI before they ever visit a website.
This guide explores how AI is reshaping the enrollment journey and what enrollment marketers can do to improve visibility, build trust, and prepare for the future of student discovery.
