Parents and guardians are the most influential external voices in a student’s college search. Yet, many colleges still struggle to engage them effectively. In episode 60 of the Mission Admissions podcast, Jeremy Tiers sits down with Derek Faasse from Capital University to discuss how their admissions team has transformed its approach to parent-specific engagement. From tailored communications to reimagined events, Faasse shares strategies that have increased event attendance, improved family conversations, and strengthened enrollment outcomes.
Guest Name: Derek Faasse, Director of Undergraduate Admission, Capital University
Guest Social: https://www.linkedin.com/in/derekfaasse/
Guest Bio: Derek Faasse is currently the Director of Undergraduate Admission at Capital University, located in Columbus, Ohio. He has previously worked regionally for Lake Superior State University, The University of Alabama, and the University of Toledo. Derek also currently serves as the Treasurer of the Ohio ACAC organization, and outside of the admissions world he’s a composer for marching bands, and a dad to four young children.
Key Takeaways
- Parents need their own communication strategy. Simply CC'ing them on student emails isn't enough—Capital University sends separate, targeted messages tailored to parents' concerns.
- Financial investment messaging resonates with parents. While students focus on campus life and academics, parents want to know about long-term return on investment, career outcomes, and affordability.
- Event attendance improves with proactive parent outreach. By directly involving parents in event reminders and follow-ups, Capital University has dramatically increased their show rates.
- Parents ask different questions than students. Concerns about safety, internships, and career readiness often come from parents, making it essential to provide clear and proactive answers.
- Segmentation and personalization make a difference. Capital has refined its approach by tailoring outreach based on geographic location, program interest, and demonstrated engagement.
How Capital University Enhanced Parent Engagement in AdmissionsRecognizing the Tipping Point: Why Parent Engagement Had to Change
Like many colleges, Capital University initially focused most of its communications on students. However, repeated questions from their Vice President of Enrollment Management made it clear—parents weren’t getting the information they needed. Instead of treating parents as secondary recipients, the team at Capital began viewing them as essential partners in the admissions process.
The first step was to reconsider what content was reaching households. While students received updates on student life and campus experiences, parents needed different messaging—something that spoke to their role in financing and supporting their child’s education.
How Capital Transformed Its Parent Outreach Strategy
Rather than launching an overwhelming, year-long plan all at once, Capital University took an incremental approach. They started by adjusting their event communication strategy, recognizing that parents often decide whether or not a student will visit campus.
One major change was creating parent-specific emails instead of simply copying them on student messages. This not only resolved an issue where parents unsubscribing also removed students from communications, but it also allowed for more tailored messaging. Instead of campus events and student organizations, parents received emails focusing on investment value, career preparation, and financial aid clarity.
By refining their strategy, Capital University found that parents became more engaged, asked more questions, and felt more confident in their family's decision-making process.
The ROI of Parent Engagement: Increased Event Attendance and Stronger Conversations
The results of Capital’s efforts have been undeniable. Their admitted student events now see nearly perfect attendance, a testament to the power of direct parent communication. By ensuring that parents receive weekly event updates, personalized outreach, and detailed logistical information, Capital has significantly improved both registration and attendance rates.
Beyond just numbers, the shift in parent engagement has led to richer conversations. Parents are now asking more in-depth questions about career readiness, internships, and post-graduate success—topics that students may not always think to explore on their own.
How Capital Structures Parent Engagement at Events
One of Capital’s most successful initiatives has been dedicated parent programming at admitted student events. Rather than simply accompanying their students, parents are given the opportunity to meet with current faculty, alumni, and other parents who have already navigated the college investment process.
This approach serves multiple purposes:
- Encouraging open conversations. Without their students present, parents feel more comfortable asking direct questions about safety, finances, and student support services.
- Building trust through peer-to-peer connections. Hearing from current parents reassures prospective families about their decision.
- Providing clear post-graduate outcomes. Parents want to know how a college will prepare their child for life after graduation, making career services and alumni success a focal point.
Segmentation and Personalization: The Key to Meaningful Engagement
Capital University’s ability to refine their parent communication strategy is largely due to their emphasis on segmentation. Instead of a one-size-fits-all approach, they tailor messaging based on factors such as:
- Academic interest – Parents of nursing students, for example, receive information about clinical experiences, while business parents get details on internships and networking.
- Geographic location – Given that students within 100 miles are more likely to enroll, Capital prioritizes outreach differently based on distance.
- Demonstrated interest – Parents whose students have visited campus or engaged with emails receive more personalized follow-ups.
By breaking down their communications into more targeted segments, Capital has been able to make their outreach more relevant, engaging, and actionable.
Lessons for Other Institutions: Small Steps Lead to Big Changes
For colleges looking to improve their parent engagement strategy, the key takeaway is this: start small and build from there. Schools don’t need to overhaul their entire process overnight. Instead, they can begin by making simple adjustments:
- Introduce a parent-specific email campaign.
- Enhance event communication with personalized reminders.
- Create opportunities for parent-to-parent conversations.
- Segment messaging based on student interests and family needs.
By taking an incremental approach, institutions can gradually refine their strategies and create a more inclusive, informed admissions process for families.
Final Thoughts
Engaging parents isn’t just a nice-to-have—it’s a must. Schools that prioritize meaningful, transparent communication with families will stand out in an increasingly competitive admissions landscape. Capital University’s success proves that when parents feel informed and valued, they become active partners in the enrollment journey.
