Case Studies | Parent Search Increases Engagement & Deposits

enrollmentFUEL partnered with a private Christian university in the South to support a parent Search campaign. An enrollmentFUEL-led Admitted Student Research survey showed that parents significantly affect the college decision process at the institution. As a result, the school sought to capture new parent leads to encourage students to complete their applications and enable the university to meet its enrollment goals.

enrollmentFUEL developed a customized, multifaceted parent Search campaign strategy for the university, resulting in strong parent engagement, powerful alignment between parent inquiries and student deposits, and a year-over-year deposit increase.

CAMPAIGN ELEMENTS

• An email campaign targeted at parents, which highlighted the institution’s affordability, student outcomes, faithful community, and location
• A landing page emphasizing degree programs, financial aid, outcomes, community, and parent-focused FAQs
• Personalized postcards mailed to parents with a link to a landing page
• Digital ads targeted at the household level with parent-focused copy

CAMPAIGN ROI

Parent Search Campaign Results:

The school saw above-average engagement rates. Additionally, 15% of the entering first-year students were part of this parent campaign.

enrollmentFUEL’s client-partner achieved strong year-over-year growth in new undergraduate student deposits.

At enrollmentFUEL, we never define success by response rates; for us, it’s all about meeting your enrollment goals. This client-partner increased deposits over the prior year and saw a strong connection between parent and student inquiries and deposits. 

Through our work with the client, we found that the parent inquiry percentage was similar to the overall Student Search inquiry outcome, reflecting alignment among targeted students and parents.