An initial measure of success for any higher education enrollment or marketing effort is engagement. And, while students and parents may be engaged with several prospective schools, stronger engagement with your institution may affect their final choice. With the value of engagement in mind, the "2017 E-Expectations Trend Report" explores the keys of engagement by answering four guiding questions: (1) When and how do parents engage in the college admission process? (2) How do parents and students engage when they seek information? (3) When and how do parents and students engage to signal their interest? and (4) What information do parents and students want, and how do they prefer to receive it? These guiding questions align directly with four action steps that encapsulate the student and parent journey in making their final choice of a higher learning institution: (1) beginning engagement; (2) seeking information; (3) signaling interest; and (4) receiving information. To help the reader create and execute an engagement strategy that optimizes online, digital, and social media channels, the report provides key takeaways and practical recommendations in each section. [For "Examining Transitions from Junior to Senior Year. 2016 E-Expectations Trend Report," see ED608180.]