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Parents and Families Campaign Pack
Parents and Families Campaign Pack

Automate a 6-week long campaign to reach parents and families of prospective students.

Ardis Kadiu avatar
Written by Ardis Kadiu
Updated this week


The Parent / Family Campaign is a communications campaign that provides messaging to families of prospective students to assure them that your institution is the right one for their child. Each email contains pre-built content around important topics such as the value of a college degree, safety, financial aid, your community, and more. The CTA encourages recipients to visit your institution to see the school for themselves.

This Pack can be used by any type of institution.

Video Guide


Emails are pre-built with content suggestions. Once the Pack is installed you can further customize the language in the included emails. Your brand assets, such as logos, fonts, and colors, are included in the installed components. Like all Pack components, we strongly recommend reviewing any materials before activating a workflow.

To use any Pack in the Library, you must first set up your Packs Tokens. Click here to learn more about Packs Tokens.

Pack Install Options

  • Audience Segment: Specifies who will receive these messages.

  • Configure Communications

    • Sender email address and name: configures the reply-to email address and name of the sender in messages that are sent.

    • SMS phone number and sender name: similarly configures the phone number and name referenced in text messages that go out. (e.g., "This is Chris from Element University...")

    • Contact info: Populates the footer fields in the associated emails.

  • Configure Workflow: Sets the delay between messages in the workflow (weekly by default).

Reviewing the Workflow and Email/SMS Messages

Before activating the campaign, you should review all the included components in this Pack. After installing the pack, you can see a list of these.

Email Components

The emails included with this campaign come with suggested pre-written content to address topics of interest for parents and families, such as financial aid opportunities, the return on investment of a college degree, and the campus community. Each message encourages the recipient to visit your institution, with further personalization depending on whether the recipient is in-state or within a short drive of your institution.

Click here to preview an email

These messages include the following tokens:

  • [user:first_name, fallback="there"]

    • Displays the user's first name with a fallback option in the event it isn't in the system (unlikely).

  • [client:name]

    • Displays your institution's name as specified in your Pack tokens.

Look for the highlighted areas in each of these emails, which suggest additional content to add, such as notable alumni or recent speakers on your campus.

You can access your email/SMS components under Engagement > Campaigns > Ongoing Communications.

Workflow Components

The installed workflow is available under Data + Automations > Workflows > All Workflows.

The workflow sends a series of emails addressing various topics about academics and student life at your institution. Each message encourages recipients to click the CTA button included in the email to visit campus.

Make sure to review every message in the campaign and the message personalization options for each email. Learn more about dynamic content and personalization.

Before activating the campaign, check the delay in between steps to confirm the campaign will run at your desired message frequency.

Activating the Campaign

After you have reviewed your email/SMS messages and your workflow, set your workflow status to active to begin running the campaign.

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