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Engaging parents and families: They are an audience too
Parents and families play a key role in a college student's life. It is crucial for campus communicators to establish better lines of communication with this audience, provide them with information about services and programmes in easily understood ways and engage them as important members of the campus community. This case study analyses the strategies Stony Brook University's Student Affairs implemented to decrease the information gap with parents and families, how various communication channels were set up to help this audience stay informed and connected with the university, and provides a summary of insights and approaches helpful for other institutions looking to implement a similar programme.
The full article is available to subscribers to the journal.
Sonia Garrido is the Director of Marketing and Communications for Student Affairs at Stony Brook University. Before joining Stony Brook in 2015, she worked in the private sector, focusing on dining services marketing and public relations. In 2021, she moved into her current role, where she is responsible for overseeing the integrated marketing and communications programme for the Division of Student Affairs, including strategy, implementation and assessment of marketing and communications efforts. She holds a bachelor's degree from the University of Kansas and an MBA from Stony Brook University. Sonia also holds advanced certifications in marketing and PR from New York University and Cornell University.