EAB’s Kathy Dawley and Al Newell discuss the role that parents play in the college recruiting process and share findings from a recent EAB survey about their communication preferences. They talk about how different types of information become more or less important to parents as they get closer to the application deadline. Kathy and Al also urge colleges to focus on communicating how they support and guide students along their educational journey. They also recommend that colleges take a hard look at their websites since the quality of the design and content on your website is viewed by many parents as a proxy for the quality of your institution.

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