Published on March 5, 2014
Text Messaging for Student Recruitment Text Messaging for Student Recruitment Slide 1
Text Messaging for Student Recruitment Overview Text Messaging 2) Student Recruitment 3) Example: St. Mary’s University 4) Other Uses for Texting 5) Texting Strategy 1) Source: Higher Education Marketing – Text Messaging For Student Recruitment Slide 2
Text Messaging for Student Recruitment 1. Text Messaging Text messaging is a particularly personal form of interaction that cannot easily be ignored, resulting in annoyance and a resistance to further communication when used improperly. However, when the content is relevant and helpful, it can strengthen relations and lead to enrollment conversion. It is very important that some form of relationship has first been established with the student before a text message is ever sent. Best practice is to let prospective students choose whether or not they would like to be contacted in this way and then it's up to content strategy for schools to nurture this trust. Unsolicited advertising may backfire by turning the student away from the university. Source: Higher Education Marketing – Text Messaging For Student Recruitment Slide 3
Text Messaging for Student Recruitment 2. Student Recruitment The challenge is to engage students sufficiently without overdoing it. Giving prospective students the option to sign up for text updates from their first contact with the institution opens the door for personal correspondence over time through a potentially more convenient and less intimidating communication channel. Reaching out to students as individuals, personalizing messages with their first name or referring to their interest in a specific program, can make them feel valued and further the relationship. If even a "thank you" is received after a helpful alert, it may indicate that texting is an effective means of communication with that student. Source: Higher Education Marketing – Text Messaging For Student Recruitment Slide 4
Text Messaging for Student Recruitment 3. Example: St. Mary’s University St. Mary's University in Texas has been a successful advocate of text opt-ins for prospects to stay connected with individual “meaningful messages.” While only about 5% of 40,000 inquiring students opted in for text updates, 30.8% of those did end up applying, compared with 10.9% of all prospective students. The yield rate of texting students that paid a deposit to attend the university was 42%, compared to 26% of all accepted students. This opt-in is easily accessible on their admissions page. Source: Higher Education Marketing – Text Messaging For Student Recruitment Slide 5
Text Messaging for Student Recruitment 4. Other Uses for Texting Many schools have made use of the ubiquity of texting to engage with students. A tool called "Poll Everywhere" can enhance admissions or classroom presentations by allowing speakers to create poll questions, voted on by the audience through text messages, with results instantly posted in real time. A presenter could theoretically apply the results by focusing on subjects of highest interest. Schools such as Dalhousie have developed an integrated messaging service for broadcasting important information. Source: Higher Education Marketing – Text Messaging For Student Recruitment Slide 6
Text Messaging for Student Recruitment 5. Texting Strategy Like any campaign, recruitment teams need to consider how SMS marketing fits into their overall integrated communications plan. Texting is better for some applications than others - sometimes email may be preferable. Coordinate admissions, financial aid and campus life departments to craft direct, informative and valuable messages at appropriate time. Researching with your own prospective students to reach them on their own terms is a proactive step towards recognizing recruitment marketing requirements of today and tomorrow. Source: Higher Education Marketing – Text Messaging For Student Recruitment Slide 7
Text Messaging for Student Recruitment Questions? 1.514.312.3968 firstname.lastname@example.org FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+ Visit our Website: Higher Education Marketing Slide 8
Text messaging is one content strategy for schools receiving renewed interest in student recruitment circles.
Admissions departments deploy text messaging to engage and inform prospective students.
The admissions office at Baldwin-Wallace College in Ohio is among the first in the United States to use text messages to reach prospective students.
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