Spark451, a Jenzabar Company, has recently published two new independent surveys revealing that academic quality was the most important deciding factor for parents and students when making their college decision, followed by cost and financial aid.
Spark451’s College-Bound Student Survey and Parent Survey of College-Bound Students drew thousands of high school seniors and their parents nationwide. Their responses assisted in determining which aspects of the college search process have the most influence on conventional college-aged learners and their direct influencers. The findings also counter-narratives stated in recent high-profile publications detailing higher education enrollment decreases, growing college costs, and the general public’s loss of faith in the value of a college degree.
Sharing his thoughts on the report, Steve Kerge, Co-founder of Spark451 and vice President of Enrollment Marketing at Jenzabar, said:
We saw several essential takeaways from this survey, including that institutions may see substantial and positive changes if they personalize content and communications, are consistent with their branding, and convey critical information on their website. Our surveys also found that 30% of incoming first-year students aren’t attending their top school choice because another institution was more affordable. First impressions are vital to retaining those learners, and colleges and universities want to ensure they deliver the first-year experiences they promise.
Money Matters, But It’s Not the Primary Consideration
Despite numerous media narratives blaming rising college costs for public disillusionment with higher education, Spark451’s surveys revealed that, while money was an influential factor in the college-choosing process, it was not essential.
- Academic quality was the leading deciding factor for parents and students when making their college decisions. The second most crucial deciding element was cost/financial assistance.
- 56% of parents answered no when asked if the college their child selected was the most affordable.
- If money had not been an issue, 30% of parents said they would have urged their child to attend a different school than the one they chose.
- 55% of students applied to schools because they received application fee waivers, while 45% applied to the same number of schools even if they were not offered waivers.
- Although 65% of parents indicated they would not make a college decision based on a state’s political stance, 50% of students said it would affect their decision.
Personalizing Content Maximizes Engagement With Students and Parents
Students listed emails as their preferred method of communication with an institution; text messaging was second. Despite this preference, many students said they don’t open emails sent to them, most commonly because they didn’t feel the content was personalized.
- 59% of students stated they would open an email they didn’t know if the topic or offer piqued their attention.
- 27% of students said they didn’t open emails because they looked generic and not personalized.
- When asked which print materials influenced them the most, students said personalized letters were the most effective, followed by personalized brochures. Parents answered the same.
The survey also revealed that high school students began their college search during their junior year, giving them plenty of opportunity to view a range of materials and form strong opinions on the marketing strategies they had seen.
Students and Parents Are Diligent During the College Search
Both survey responses suggest that high school seniors and their parents conducted extensive research on choosing the right institution.
- The college’s website was the most often used source when obtaining information about a selected college or university or seeking answers to questions regarding an institution.
- Throughout the college selection, students were more likely to utilize Instagram as their preferred social media outlet. Parents said they would most likely use Facebook as their preferred social media outlet.
- 84% of students said visiting campus was a part of their college search process.
The study also showed that college rating websites such as US News, World Report, and College Confidential were among the least used sources for researching a college, indicating that colleges have substantial control over their brand and reputation.
Spark451’s College-Bound Student Survey and Parent Survey of College-Bound Students were conducted in the summer of 2023 amongst a randomized selection of high school seniors and parents of graduating high school seniors across the US.
About Spark451
Spark451 is a higher education enrollment strategy, technology, and marketing firm that combines creativity with powerful technology to achieve measurable results. With a mission to help colleges and students fuel their future, the firm integrates many communication channels and platforms for effective enrollment marketing, student search, creative services, and digital media. Since 2011, Spark451 has worked with over 200 colleges and universities nationwide.
About Jenzabar
Jenzabar, founded on a passion for education and a vision for technology, provides disruptive, innovative software solutions and services that empower student success and assist higher education institutions in meeting the demands of the modern student. Over 1,350 higher education institutions utilize Jenzabar solutions to improve campus performance and provide a more personalized and connected experience for students.
