When it comes to student recruitment, winning over a prospective student is about connecting with their entire support system.
That means one thing: You’re marketing to two audiences, not one.
While students browse TikTok for dorm tours and dream of internships, parents and guardians crunch numbers, check safety statistics, and consider the long-term return on investment. And yet, both are deeply involved in the decision-making process, from the first Google search to enrollment deposit.
So, how can your university speak to both audiences without doubling your team’s workload?
At ZGM, we help colleges and universities build dual-audience content funnels that speak directly to students and parents — using shared messaging architecture that’s segmented smartly, designed intentionally, and optimized for real enrollment impact.
Let’s explore how it works.
Marketing to Parents vs Students: What Each Audience Needs
Before building content that converts, it’s essential to understand the mindsets behind the clicks.
What Students Want to Know
Students are dreaming big and looking for schools that feel like home and launchpads.
They care most about:
- Belonging: Can I see myself here?
- Experience: What’s campus life really like?
- Academic fit: Are there hands-on learning opportunities, internships, or labs?
- Career outcomes: Will this degree lead to the job I want?
They’re scanning Instagram Reels, TikTok takeovers, and day-in-the-life vlogs for authenticity. They want to see students like them succeeding, struggling, growing, and thriving.
What Parents Want to Know
Parents? They’re asking different (but equally valid) questions.
They want:
- Clarity on cost: What’s the actual net price (not just sticker shock)?
- Financial aid pathways: What grants, scholarships, and payment options are available?
- Time-to-graduation: Will my student finish in four years?
- Safety and wellness: What services are in place for health, safety, and student success?
- ROI: Will this investment in education pay off?
Where students crave vibes, parents crave proof.
Where They Overlap
Here’s the good news: You don’t need two completely different campaigns. You just need to tailor messaging across shared goals, like:
- Fast answers via chat tools, SMS, and responsive landing pages
- Interactive tools like cost calculators, major match quizzes, and event finders
- Social proof via testimonials, alumni success stories, and graduation outcomes
It’s not about splitting the message; marketing is about targeting the same message to the right audience at the right time.
Map a Dual Content Funnel
Rather than duplicating campaigns, successful enrollment teams map touchpoints within one funnel that deliver tailored experiences to both parents and students.
Let’s break it down.
Awareness Stage
At the top of the funnel, your goal is to capture attention and build interest.
For Students:
- Short-form content: TikTok and Reels that show “a day in the life”
- Student-led takeovers on Instagram
- Campus energy moments (events, game days, club fairs)
- Light CTA: “Watch more,” “Follow for more stories”
For Parents:
- Blog posts on financial aid and merit scholarships
- YouTube explainers about placement rates and academic structure
- Downloadable family guides or checklists
- CTAs: “Get the family guide,” “Join the next info session”
Consideration Stage
Once families are aware, the focus will then shift to exploration and comparison points.
For Students:
- Virtual tours and interactive maps
- Program pages that highlight real projects, labs, and faculty
- Discord/Slack-style communities or Q&A events
- CTAs: “Save my program,” “RSVP to a student-led tour”
For Parents:
- Net price calculators and aid walkthroughs
- Campus safety and wellness hubs
- Comparison tools for program fit and value
- CTAs: “Estimate your cost,” “Download the parent checklist”
Decision Stage
Finally, both parents and students need personalized nudges to get them to commit.
For Both Audiences:
- Personalized offer packets outlining next steps, deadlines, and orientation
- Yield events with student and parent tracks
- SMS reminders and email flows tailored by role
- CTAs: “Commit now,” “Set up your orientation day”
Channel Playbook That Works in Higher Ed
Let’s talk about the channels that deliver results.
Social Media Marketing for Universities
Students Live On:
- TikTok and Instagram Reels
- UGC content featuring actual student voices
- Short, unscripted, and raw moments
Parents Prefer:
- Facebook groups for admitted families
- YouTube content with clear narration, subtitles, and chapters
- Instagram Stories that highlight value and outcomes
Use comment care and DM routing to ensure both audiences are responded to with empathy and accuracy. Yes, parents are sliding into your DMs too.
Website and Landing Pages
Your website should speak to both parents and students, clearly and quickly.
Must-have modules above the fold:
- Net cost and aid information
- Safety stats and student services
- Career outcomes, placement rates, and alumni data
Smart engagement tools:
- Program match quizzes
- Interactive campus maps
- Live chat and SMS options
- Parent resource center
Want ideas for boosting engagement? Check out our pop-up strategies blog.
Email and SMS
Segment by role and funnel stage. Use marketing automation to create value-first messaging sequences:
- For Students: Welcome flows, event invites, application reminders
- For Parents: Cost guides, FAFSA reminders, safety FAQ sequences
Use higher education email marketing for calendar-driven sends tied to FAFSA deadlines, open houses, or decision days.
Paid Media and Retargeting
Split creative based on audience intent:
- Student-Facing Ads: Highlight community, campus life, student success stories
- Parent-Facing Ads: ROI stats, cost calculators, career outcomes
Pro Tip: Retarget parents who used the cost calculator or downloaded the parent guide. Retarget students who RSVP’d to an event or viewed a program page.
Need help optimizing your higher eduction paid media campaigns? Let our Google Premier Partners help build your marketing funnel.
FAQs
How do we split messages between parents and students without doubling our content load?
You don’t need to create entirely separate campaigns to speak to both audiences effectively. The key is using modular content. For example, one student interview or video shoot can be edited into multiple formats: a quick TikTok for prospective students, a longer-form YouTube video for parents, and written content for blogs or emails.
What’s the right mix of organic and paid social for higher ed marketing?
A blended approach works best. Organic social content builds trust and authenticity, especially when it’s student-led or peer-driven. This type of content performs well on social media platforms like TikTok, Instagram Reels, and Stories. Meanwhile, paid social ensures consistent visibility, even when algorithm shifts or post timing could limit reach. Paid ads are great for promoting webinars, info sessions, or important deadlines, especially to parent audiences on Facebook and YouTube.
Which website modules matter most for families comparing options?
Families, especially parents, are looking for clarity and ease of access when visiting a college’s website. The most impactful modules include net price calculators, financial aid guides, program comparison tools, and career outcomes sections. Safety and support service hubs (such as wellness, advising, and housing resources) also go a long way in providing peace of mind. ZGM works with universities to redesign or optimize landing pages that serve both audiences without overwhelming either one.
How can admissions use SMS without feeling intrusive?
SMS can be incredibly effective if it’s done right. The key is to keep messages brief, timely, and role-specific. Students might appreciate deadline nudges (“Don’t forget: your app is due Friday!”), while parents may prefer reminders about FAFSA, info sessions, or orientation dates. SMS should never be your only channel. When it complements email and social media in a strategic way, it becomes a powerful engagement tool.
Which metrics prove that parents are moving toward commitment?
While traditional metrics like open and click-through rates still matter, there are deeper signals that show parent engagement is turning into action. Family guide downloads, cost calculator usage, and attendance at family-specific webinars or info sessions are strong indicators of parent buy-in. You can also track engagement with safety pages, aid tools, and academic support content. At ZGM, we implement tracking strategies that tie these micro-conversions to larger enrollment KPIs to give you the full picture of parent involvement across the funnel.
Ready to Win with Both Parents and Students?
To boost applications and yield, you don’t need two marketing campaigns. You need one smart funnel that knows how to engage the student, reassure the parent, and move them forward together. A well-planned higher education digital strategy can be the foundation of application growth.
Want to create messaging that hits home for the whole family? Let’s build a higher education strategy that turns first clicks into commitments. Reach out to the ZGM University marketing team.
