Connecting with University-Bound Families: What Advertisers Need to Know

In our previous blog post, “Adapting to a New Era in Higher Education: Key Trends for Digital Advertisers”, we explored how different consumer groups are reshaping the college landscape as we move toward a society of lifelong learners. That said, college-bound high school students still remain a core audience for universities and colleges. Moreover, families as a whole play a significant role in the decision-making process, with parents heavily influencing their children’s educational paths.

In this post, we’ll examine how advertisers can create personalized, targeted strategies to connect with this key demographic and effectively engage families throughout the college decision process.

For more insights into how advertisers can tailor strategies to meet the needs of lifelong learners—including actionable tips and audience-specific tactics—download our eBook here.

Who are the university-bound families?

University-bound families represent a unique dynamic, where the influence of both parents and students impacts the college decision process. Parental involvement is higher than ever, with nearly half of students ranking parental influence as a primary factor in their college choice. Moreover, 62% of students start researching colleges as early as junior year, often with input from siblings and other family members. This creates an opportunity for advertisers to connect with families as a unit, crafting messages that resonate with both the aspirations of students and the priorities of parents.

Key Characteristics of University-Bound Families

• Demographic Mix: Most students and their families are actively researching colleges by junior year, with affordability, career prospects, and academic excellence as top concerns.
• Shared Media Habits: University-bound families often watch TV together, use social media, and rely on search engines for research. Many parents even follow college social media accounts alongside their children.

Personalizing Messages for Family Decision-Makers

To resonate with both parents and students, advertisers should leverage data to create personalized messaging that aligns with each family’s unique priorities. Here are some key approaches:

Highlighting Affordability and Career Outcomes

Affordability is often a top concern for parents, who typically shoulder much of the financial burden of higher education. Messaging that emphasizes scholarships, financial aid options, and strong career placement rates can greatly appeal to parents seeking value and return on investment. For students, highlighting successful alumni and exciting career paths can inspire and motivate them about their future prospects.

By combining these elements, advertisers can create compelling narratives that address both practical financial considerations and aspirational goals. For example, showcasing stories of recent graduates who secured desirable jobs thanks to the university’s programs can bridge the interests of both parents and students.

Showcasing Academic Quality and Campus Life

While parents may focus on academic excellence and campus safety, students are often interested in the social aspects and opportunities for personal growth. Advertisements that highlight state-of-the-art facilities, renowned faculty, and supportive learning environments can assure parents of the institution’s quality. Simultaneously, featuring vibrant campus life, extracurricular activities, and community engagement can attract students eager for a fulfilling college experience.

Visual content like virtual campus tours, student testimonials, and interactive social media campaigns can effectively showcase these facets, appealing to the family’s combined interests.

Reaching University-Bound Families Across the Right Channels

Families consume content across multiple platforms, making a multi-channel approach essential for engagement. Advanced TV platforms like Hulu and YouTube are particularly effective at capturing shared viewing moments, where parents and students can engage with content together. For example, ads highlighting financial aid options or career-driven programs can spark meaningful family discussions.

Social media also plays a critical role, with parents often following college accounts alongside their children. Platforms like Facebook, Instagram, and even TikTok offer opportunities for institutions to showcase their strengths, using visuals and engaging content that speak to both audiences. Paid search is another key tool, as families actively research terms like “best universities for engineering” or “affordable colleges near me.” Ensuring visibility during these crucial search moments helps your institution stay top-of-mind.

Tying It All Together with OmniChannel Campaigns

To connect meaningfully with university-bound families, advertisers must adopt an omnichannel approach that reaches audiences where they are and aligns messaging across platforms. Advanced TV ads can introduce parents and students to your institution, while social media and search campaigns provide further opportunities for engagement and discovery. The key is consistency—ensuring that families encounter unified messaging, whether they’re watching TV, scrolling on social media, or researching online.

Data-driven insights are essential for optimizing these efforts. By leveraging demographic and behavioral data, advertisers can create highly targeted campaigns that resonate with specific family needs. For instance, geotargeted ads highlighting local events or open houses can encourage in-person engagement, while retargeting strategies ensure families remain connected to your institution throughout their decision-making process. Combining these tactics allows advertisers to maximize impact and position their institution as the right choice for families.

Engaging University-Bound Families to Drive Impact

University-bound families remain a cornerstone audience for higher education advertisers. By understanding their dynamics and priorities—affordability, career outcomes, and enriching campus experiences—you can craft campaigns that resonate and inspire action. A multi-channel, data-driven approach ensures your messaging reaches families at every stage of their journey.

To learn more about this audience and explore additional strategies for engaging lifelong learners, download our eBook, The Future of Higher Education Advertising: Engaging Lifelong Learners, here. It’s your ultimate guide to navigating the evolving higher education landscape and driving success in digital advertising.