7 lead generation strategies to attract parents of teens

Every successful program critically assesses its approach to audience engagement. Consider these essential questions:

• How effectively does your program spark initial curiosity among potential participants (and their parents)?
• Have you strategically designed accessible entry points allowing families to explore your offerings?
• Do you use systematic methods to collect information from interested people?

Without clear answers to these questions, your program risks missing valuable enrollment opportunities and may unintentionally create barriers for parents and teens seeking to make informed decisions about a possible summer or gap program they may want to attend.

Creating purposeful engagement pathways

Parents navigating program options need well-defined avenues to discover your program’s unique value. Start by optimizing your online presence, transforming your digital platforms into interactive gateways, inviting exploration and facilitating connection. How this looks might include:

• Program previews showcasing past participants’ experiences
• User-friendly tools to request more information or register for a specific program session
• Calls to action (CTAs) to sign up for a virtual or in-person fair to learn more about your organization and programs

Let’s examine other strategies for generating leads that can convert into higher enrollment in your programs.

1. Host interactive virtual information sessions

Virtual information sessions remain one of the most effective lead generation tools in experiential program marketing. When thoughtfully executed, these sessions provide families with essential program details while establishing trust with your organization. Enhance your presentation by:

• Designing a branded deck reflecting your program’s unique identity
• Featuring testimonials from past parents and students who can share their authentic experiences
• Implementing website registration pop-ups to capture information from interested visitors
• Establishing a multi-channel reminder system via messenger, email, and SMS
• Ending with a brief feedback survey that collects contact information for personalized follow-up

2. Offer in-person tours

In-person tours remain powerful conversion tools. While not always applicable to all programs, if this strategy works for your organization, use it as an opportunity to offer tangible experiences to parents and their teens by:

• Creating dedicated tour booking options on your website and social platforms
• Collecting comprehensive contact information during the registration process
• Developing specialized tour routes highlighting facilities most relevant to your programs
  

3. Develop downloadable resources

Information-seeking parents and teens appreciate comprehensive resources as they weigh their various program options. Offer downloadable content that is accessible after filling out a lead collection form. Consider resources like:

• “Essential questions to ask before enrolling in a summer [or gap year] program”
• “Transportation options and accessibility guide for day programs”
• “Success stories: How our programs help shape future careers”
• “Summer program preparation checklist for families”
• “Gap year impact: Measuring growth beyond traditional metrics”
  

4. Use paid advertising

Maximize your program’s reach by integrating paid advertising into your marketing mix. Platforms like Facebook and Instagram now offer innovative embedded lead forms, enabling parents to quickly submit their information without ever leaving the platform. This streamlined process not only reduces friction but also boosts conversion rates, ensuring that you capture quality leads more efficiently. Additionally, by retargeting website visitors with tailored ads, you can stay top of mind for families who have already shown interest, further reducing your overall cost per lead.

5. Create a video series

Invest in producing video content that addresses challenges faced by your target audience. While production requires upfront costs, high-quality evergreen content delivers value for years. Tailor your content to address transition points relevant to your programs:

• “Maximizing summer learning: Preventing academic regression”
• “Gap year navigation: Building a purposeful experience”
• “Summer program selection: Matching interests with opportunities”
• “Transitioning back: Integrating gap year growth into academic success”

Upload snippets to a TikTok, Instagram, or YouTube channel that directs viewers to a landing page to view the entire video. On the landing page, you can collect leads with a simple form and then deliver the full video via email.

6. Leverage email marketing

Create segment-specific campaigns based on:

• Program interest (academic enrichment, adventure-based learning, service opportunities)
• Student age and educational stage
• Geographic location (local participants, those traveling, online opportunities)
• Previous program experience (first-timers vs alumni)

Consider implementing automated email sequences to nurture prospects through their decision journey. An effective strategy might:

• Send a welcome series introducing the program philosophy and benefits after the initial inquiry
• Follow up with testimonial spotlights from participants with similar backgrounds
• Provide application deadline reminders customized to specific programs of interest
• Share preparation guides as the enrollment dates approach
  

7. Maximize organic social media

Social media platforms offer great opportunities to showcase your programs but require focus to generate qualified leads. First, identify the platforms aligned with your target demographics. Teens favor Instagram and TikTok, but parents engage more on Facebook and LinkedIn. A marine biology pre-college summer program might develop:

• Instagram content featuring underwater photography and student fieldwork
• Facebook posts highlighting parent testimonials and academic outcomes
• LinkedIn updates connecting program experiences to college admissions success

Include CTAs with links to your organization’s landing page and invite parents (and teens) to sign up for more information.

Lead generation best practices

Creating successful lead generation strategies requires more than implementing tactics. It demands a thoughtful approach grounded in collaboration, measurement, and adaptation. When developing your framework, consider these principles that can improve your outcomes.

• Success metrics: Implementing shared metrics aligns marketing and sales functions. When both departments measure against the same criteria (conversion rates, qualified lead volume, ROI), they work toward common objectives. Establish collaborative KPI reflecting the entire customer acquisition process, from initial awareness through enrollment.
• A/B testing: Use A/B testing for emails, new website landing pages, CTAs, and other variables in your marketing campaigns to gain insights about audience preferences and behavior patterns. Over time, you’ll learn what lands and what falls flat.
• Data analysis: Embrace ongoing data analysis, reviewing performance metrics consistently and regularly across all channels and touchpoints to identify emerging trends, underperformance, and opportunities and adjust accordingly.
• Sales funnel: Build a robust sales funnel aligned with your ideal customer’s journey. Analyze it regularly to identify and resolve bottlenecks where prospects abandon the process, which may indicate communication gaps or problems with your value proposition.

TeenLife connects experiential learning programs with actively searching students, parents, and counselors through our SEO-optimized platform. Our specialized marketplace gives visibility to summer, gap year, volunteer, and after-school programs, and our targeted advertising delivers your program to motivated audiences already exploring options in your category, generating high-quality leads that convert to enrollments. Contact us to learn how TeenLife can increase your program's visibility among relevant audiences.