Targeted texting can increase engagement with prospective students and improve conversion rates. A case study from St. Mary's University found that using text messages to supplement traditional recruitment methods increased the yield of inquiries to applications by over 50% and the yield of inquiries to deposits by over 150%. Texting allowed the university to better communicate with students in their preferred method and reach key benchmarks like application deadlines. The presentation outlined best practices for building an opt-in database and creating simple, valuable text campaigns at different stages of the admissions funnel.

1. Start
Targeted Texting | Talk to Them in Their Language
David Marshall
Mongoose Research
22 October 2010
1:00 - 2:00 p.m.

2. • OFF TOPIC:
Whose fault is it that I am wearing flip-flops?

4. About Me
• President/Founder of Mongoose Research
(formerly co-founded LiquidMatrix)
• Focused 100% on Higher Education
• The movement from e-recruitment to m-
recruitment

5. Agenda
• Post keyboard / mouse era - texting statistics
• Benefits to institutions
• KEYs for text marketing
• Case study – St. Mary’s University (Texas)
• How it fits in
• Open Q&A

6. Mobile Usage: Calling vs. Texting

7. The Bottom Line
• 97% percent of students use text messages as
their primary form of communication.
• THE CHRONICLE JUNE 2010
• Nearly 100% of text messages are read.

8. St. Mary’s Challenges
• Competitive market
• Declining search responses
• Increase in stealth applicants
• Image: traditional vs. innovative

9. Objectives
• Broaden socioeconomic reach
• Build stronger relationships
• Increase conversion (inquiry -> application)
• Increase yield (admits -> deposit)

10. KEYS for Text Marketing
• KEY: Build Opt-in Database
• KEY: College Fair Marketing

12. KEYS for Text Marketing
• KEY: Build Opt-in Database
• KEY: College Fair Marketing
• KEY: Captured mobile number, opt-in at all entry
points

13. KEY: Make it a visible option.

14. ...without leaving the page
Sync s inquiry
information in
Recruitment Plus
(or any CRM/ERP).

15. Management Console
track and react
create campaigns
engage in conversations

16. Admissions Funnel
Text Communications
Various keywords on search
collateral
Offer mobile inquiries,
event invitations, important date
reminders
Inform, encourage complete
apps, missing documents, show
value (build pride, affiliation)
Encourage deposits, build pride
and affiliation
Welcome, orientation invitations
and reminders
• Suspect/prospect
• Inquiry
• Applicant
(Acceptance)
• Deposit
• Enroll

17. “Traditional” Communication Flow
E-Mail: Response to Inquiry
Print Mailing: Viewbook & Introduction Letter
Telecounseling: Qualifying Call
E-Mail: Dept. Chair
Print Mailing: Letter from Chair & Divisional Brochure
Print Mailing: Campus Visit Brochure
E-Mail: Campus Visit Reminder
Print Mailing: Financing Brochure
E-Mail: Estimator and App Reminder
E-Mail: Outcomes Teaser
Print Mailing: Outcomes Brochure & Letter
Telecounseling: Keep in touch call
E-Mail: Application Reminder w/ link to Online App
Print Mailing: Student Life Brochure & Letter
E-Mail: New US News Ranking
Print Mailing: 2nd Application Mailing
E-Mail: Application Reminder w/link to Online App.

18. Additional Touch PointsSMS: Short codes for Search
SMS: Mobile Inquiry Request
E-Mail: Response to Inquiry
Print Mailing: Viewbook & Introduction Letter
Telecounseling: Qualifying Call
E-Mail: Dept. Chair
Print Mailing: Letter from Chair & Divisional Brochure
Print Mailing: Campus Visit Brochure
SMS: Campus Visit Request
E-Mail: Campus Visit Reminder
SMS: Campus Visit Reminder
Print Mailing: Financing Brochure
SMS: Application Reminder
E-Mail: Estimator and App Reminder
E-Mail: Outcomes Teaser
SMS: Financial Aid Reminder
Print Mailing: Outcomes Brochure & Letter
Telecounseling: Keep in touch call
E-Mail: Application Reminder w/ link to Online App
Print Mailing: Student Life Brochure & Letter
E-Mail: New US News Ranking
SMS: Breaking News - US News Ranking
Print Mailing: 2nd Application Mailing
E-Mail: Application Reminder w/link to Online App.
SMS: Acceptance / Deposit / Enroll Reminder

19. Creating Communication Flows
KEY: Make it simple and valuable.

20. Example Text Messages
Not yet applied for admission - >
StMarysU: Be early, catch the
worm. Submit ur admission
application by Jan 15 for
priority consideration. Get
info at:
www.stmarytx.edu/admission

21. Example Text Messages
Join our online community - >
StMarysU: Cre8 a profile on
the St Marys online
community at
www.BeARattler.com by Feb
1 to be entered to get ur $200
enrollment deposit waived

22. Example Text Messages
FAFSA priority deadline - >
StMarysU: This is last
weekend 2 finish priority
FAFSA. Go 2
www.fafsa.ed.gov to submit
b4 Mon Feb 15 to make sure
we get results in time.
StMary’s code is 003623

23. Example Text Messages
Merit scholarship award - >
StMarysU: Vanessa, UR hard
work has paid off! Congrats
on getting a merit
scholarship! Learn more
about financial aid at
www.stmarytx.edu/finaid.

24. Example Text Messages
Register for Orientation - >
StMarysU: Bob, R u ready 4
Orientation? Sign-up is now
open. Go to
https://gateway.stmarytx.edu.
We R looking 4ward to
seeing u on campus!

25. Example Text Messages
Encourage visits - >
StMarysU: Come visit during
ur holiday break! Weekday
tours and visits available
through Dec 22.
Call 800-367-7868 or email
uadm@stmarytx.edu 2
schedule.

26. Example Text Messages
Stay in touch - >
StMarysU: Happy 2010! May
U have 12 months of
happiness, 52 wks of fun, 365
days of laughter, 8760 hrs of
luck, 525600 mins of joy,
31536000 seconds of
success.

27. Example Text Messages
(one week prior to event)
(less than one day in advance)
Encourage key event
participation:
Result: 67% of key event attendees
were active text update
subscribers.

28. % of inquiries who opted in for text updates 4.7 %
% of applicants who opted-in for text updates 30.6 %
% of deposits who opted in for text updates 47.4 %
Highly Interested Students are
Opting-in for Text Updates
St. Mary’s University (TX) | Fall 2010
Results

29. Percentwhoapplied
Yield: Inquiry to Applicant
St. Mary’s University (TX) | Fall 2010
Results
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
TEXT UPDATES OVERALLInquiries who
opted-in for
text updates
Overall inquiries
68.0%
10.5%

30. Percentwhodeposited
Yield: Inquiry to Deposit
St. Mary’s University (TX) | Fall 2010
Results
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
TEXT UPDATES OVERALLInquiries who
opted-in for
text updates
Overall inquiries
1.6%
16.4%

31. Percentwhoenrolled
Yield: Accept to Enroll
Results
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
TEXT UPDATES NO TEXT UPDATES
St. Mary’s University (TX) | Fall 2010
Accepts who
opted-in for
text updates
Accepts with
NO text updates
35.4%
20.3%

32. Behind the Scenes
mobile devices
personal computers
Prospective Students
and Parents
stmarytx.edu
(via iframe)
(via integration)
users from other sources:
(e.g. inquiry forms, applications)
100% hosted solution
ERP/CRM

33. Open Questions / Answers
• www.mongooseresearch.com
• www.stmarytx.edu/admission
• Free Whitepaper:
– Visit mongooseresearch.com