I usually get some version of this question whenever I’m working with a new college partner or when I’m catching up with a senior admissions or marketing leader. “What’s something we can be doing right now that will stand out and make us different from other schools?” My answer is, prioritize parents and guardians more in your communications (and your visits/events). Communicate with them in a personalized way that makes them feel like you understand and value the important

It continues to be one of the biggest mistakes that many admissions offices and counselors make each year that negatively impacts their yield: Not communicating with parents in a way that feels personal and makes them feel like the important partner they are in the college search process. According to my latest Top Tier Higher Ed data, only 11.7% of students said their parent(s) or guardian(s) didn’t help them with one or more things during their college search. If you’re wo