Presentations

American Marketing Association Symposium for the Marketing of Higher Education | November 2023

I’d Rather Recruit a Parent Than a Student

University of the Pacific has recognized the influential role that parents play in their children's college decision-making process and has implemented a strategic multi-channel parent marketing program to increase new student enrollment. By targeting parents with personalized communication and relevant information about the university's academic programs, campus resources and student life, the university is able to create a sense of trust and confidence among parents and ultimately increase their likelihood of enrolling their children at the university.