How Do Colleges Build Personas for Parents as Influencers?
Parents are essential decision-makers in the college selection process. Learn how colleges define personas to engage and influence parents in the enrollment journey.
Colleges define parent personas by analyzing their concerns, decision-making criteria, and motivations, which include financial support, ensuring academic success, and considering campus safety and environment.
Key Factors in Defining Parent Personas
Concerns & Priorities — Safety, cost, academic support, and extracurricular opportunities.
Communication Preferences — How they prefer to receive information (e.g., email, in-person meetings).
Financial Expectations — Interest in scholarships, financial aid options, and return on investment.
Engagement with the Institution — How actively they want to be involved in their child's college life.
Frequently Asked Questions
Why are parents considered influencers in the college decision process?
Parents play a crucial role in influencing the college decision-making process for prospective students. They provide financial support, offer guidance, and help weigh the costs and benefits of attending certain institutions, making them key decision influencers.
How do colleges build personas for parents as influencers?
Colleges build parent personas by analyzing their interests, concerns, and decision-making criteria, such as the value of education, financial considerations, safety, and proximity to home. Data from surveys, interviews, and social media insights helps identify common traits and motivations.
What factors are considered when defining parent personas?
Key factors include the parent's age, level of education, income, concerns about student welfare (safety, health), and involvement in their child's education. Additionally, cultural backgrounds and personal values such as academic rigor, cost, and financial aid are also considered.
Why is it important to target parents in college marketing?
Targeting parents is important because they are often the final decision-makers when it comes to selecting colleges. Parents influence their child's application decisions, financial commitments, and perceptions of the college experience. Understanding their concerns helps tailor marketing efforts that resonate with them.
How do parent personas help improve college marketing strategies?
By creating parent personas, colleges can craft more personalized marketing campaigns that address the specific needs and concerns of parents. For instance, messaging can focus on affordability, student safety, academic support, and career outcomes, leading to more effective communication and higher conversion rates.
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