The parents are as much a part of the decision process for a student as is the child. Part of effective recruitment strategies is having information prepared for the child as well as information created to appeal to the parents. Information on the safety of the campus, the availability of counselors to help with paperwork, the layout of the dorms and information on the safety of dorm life, and the ratio of teachers to students will help parents see what kind of education their children will be getting and the quality of life they can expect their child to have. Remember that the student is interested in the quality of your undergraduate programs, while the parents are interested in the quality of life for their child.
When in the process of recruiting for your university, you need to be where the students can talk to you. Develop relationships with the various high schools and school districts in the area where you are recruiting. Offer to bring in information on your school and hold informational seminars for the students and the parents. Get the teachers involved as well, because many students go to their teachers for recommendations on what schools to attend. Make yourself available at college fairs and other functions where students expect to be able to speak to a college recruiter.
When a student begins to express interest in your school, take the time to make sure that all of their personal questions are being answered. Stay in touch with students and their parents by phone and email. Make sure that parents and students know you can be contacted at any time. Offer to set up a personal tour of the campus when it is convenient for the student. Find out the student's individual educational goals and prepare some information that she can look at that will be important to her. If you make her college-selection experience a satisfying personal adventure from the beginning, she may be more inclined to attend your school.