New Surveys of College-Bound Students and Their Parents Reveal Money Matters, But Convenience and Brand Equity May Hold More Influence When Selecting College

Spark451 Research Shows Students and Parents Have Different Opinions on Deciding Factors, Search Methodologies, and Incentives for Higher Education

New Surveys of College-Bound Students and Their Parents Reveal Money Matters, But Convenience and Brand Equity May Hold More Influence When Selecting College

Jenzabar Media Contact
Gail Scibelli
fama PR for Jenzabar
jenzabar@famapr.com

Enrollment marketing experts Spark451, a Jenzabar company, today announced the publication of its College-Bound Student Survey and Parent Survey of College-Bound Students, which revealed that academic quality was the leading deciding factor for both parents and students, followed by cost/financial aid and scholarships. The surveys were conducted in the summer of 2024 among a randomized selection of thousands of high school seniors and parents of graduating high school seniors across the U.S.

“The cost of college and the value it delivers still reign as the top deciding factors for students and parents when selecting a college—spots they have held for over a decade. However, this year’s surveys did reveal some new data, including that application pools are getting larger,” said Steve Kerge, Co-Founder of Spark451 and Vice President of Enrollment Marketing at Jenzabar. “The growth of application pools is partly due to students successfully navigating convenient application options, including using the Common Application, receiving application fee waivers, and working with institutions that have fewer requirements, like test-optional policies. We believe institutions that offer these affordable and convenient application options may see more applications going forward.”

Convenience and Personalization Reinforce Higher Education’s Value

With the U.S. population questioning the value of higher education, institutions are looking for ways to capture the attention of traditional college-aged learners. The surveys revealed that convenience and personalization may be among the best options for securing applications.

• 45% of students applied to 10 or more schools, up from 39% in 2023.
• 73% of parents said that they find the idea of direct admissions appealing.
• 64% of students were motivated to apply to certain schools because they received application fee waivers. 38% of parents felt their child would be swayed by a fee waiver, up from 32.5% last year.
• 82% of students said they filed for FAFSA, with 55% reporting that filing was easier than expected.
• 70% of parents said that incentives such as scholarships, early registration, or reduced enrollment deposits would have influenced their child’s choice to apply early decision to their preferred school.

Brand Equity and Experience Builds Confidence

With application pools growing, institutions need to differentiate themselves from other schools and develop personal relationships with prospective and existing students. The survey revealed that brand recognition, authenticity, and personalized communications went a long way in solidifying a student’s college choice.

• 98% of students said they preferred potential schools communicate via email, but 41% didn’t open an email because they didn’t recognize the institution.
• 27% of students did not open emails because they looked generic and not personalized.
• Direct mail was the second-most preferred communication channel for students, who said they don’t receive mail, so it feels special when they do. 55% of parents said that the direct mail they or their students received was the most memorable.
• 28% of students said they knew the school was right for them upon their first visit, while 41% said they knew after comparing it with other institutions.

Technology Generates New Marketing Opportunities

Institutions have myriad digital platforms to market their brand, including those used by current students. In fact, the survey found that 32% of college-bound students said they reached out to a current student to get answers about a school. Given the proliferation of social media (60% of students said they spend 3+ hours on social media daily, and 66% of parents said they spend 1-4 hours on social media daily), institutions should consider leveraging existing students as brand advocates and influencers.

• Instagram, YouTube, and TikTok were the top social media channels used by students during their college search, indicating their growth as a search engine over a sharing platform.
• 1/3 of students used an AI tool in their search, with the most popular being ChatGPT.
• Parents prefer schools to communicate with their children via email and text messaging over direct mail.
• 87% of parents said they sought specific information on potential schools via the institution’s website, compared to about 80% of students.

Resources

• To access the College-Bound Student Survey or the College-Bound Parent Survey, visit: https://collegebound.spark451.com/
• For more information about Spark451, a Jenzabar company, and its higher education marketing services, visit: https://www.spark451.com/
• For more information about Jenzabar and its higher education software solutions and services, visit: https://jenzabar.com/

About Spark451, Jenzabar’s Enrollment Marketing Division

Spark451, a Jenzabar company, 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 a multitude of 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.

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