A Common Problem During Campus Visits

According to the latest Top Tier Higher Ed research, parents and guardians have become more active and influential in a student’s college search process over the past two years.

One of the top things students say they get help with from their parents or guardians is planning campus visits.  

The challenge arises when a student brings only one parent with them for a campus tour. This actually happens a lot more than you might think.

I continue to find that the student and parent who visit struggle to connect the ‘missing parent’ to the emotion and “feel” of campus. It’s nearly impossible to adequately describe everything, let alone answer all the questions that he/she ends up having.

For that missing parent who hasn’t connected the same way with you, your colleagues, and your campus, it’ll be harder to sign-off on their son or daughter applying or depositing to your school.

With that problem in mind, here are a few strategies I encourage you to make standard practice when you find yourself dealing with this situation.

• In your pre-visit or pre-event communications, be intentional about personally inviting all parents or guardians to campus with the student. Mention that you understand the college search process affects the entire family, and you would like to have everyone experience things together if possible.

• If you discover ahead of time that one parent or guardian won’t be able to make it, do personalized outreach (an email or a short phone call would be my recommendation) and ask what their top one or two questions are about your school or the college search in general. Keep in mind that cost, paying for college, and outcomes after graduation continue to be major points of focus for all parents.

• Consider offering another way for the missing parent to join for one or more parts of the visit/event – namely the walking tour. FaceTime or another video app works well. Show them that they’re important and prove that you're going to extra lengths to make sure they feel included.

• After the visit or event, schedule a follow-up phone call with all parents or guardians and the student within 2-3 days. Be prepared to lead a conversation and ask the student and parent or guardian who visited direct questions about what they saw and heard, new questions they have, as well as what they see as the next step. For that missing parent or guardian, hearing that dialogue can be very helpful when it comes to keeping them (or getting them) on board. I’d also encourage you to ask the missing parent one or two direct questions like, “What’s the biggest thing you’re wondering about when it comes to the idea of <Student’s First Name> being a student here?”

  
  

Each of those strategies is simple, effective, and not being utilized by the majority of your competitors.

If you found this article helpful, go ahead and forward it to someone else on your campus who could also benefit from reading it. You can also encourage them to sign up for my weekly newsletter.