We went
straight to the source.
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, we 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. Inside you’ll find out:
- The top priorities parents look for (and cost still isn’t the main concern!)
- Whether parents of today’s high school students believe that the value of college justifies its cost
- What parents believe would make a college degree more valuable
- What parents worry most about as their student prepares to attend college
About CCA
Founded in 1983, CCA is an award-winning, full-service marketing agency that specializes exclusively in higher education. We’ve built brands and boosted enrollment for institutions of all kinds: from private colleges to large public universities, the Ivy League, HBCUs, specialty schools, and everything in between.