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?
3. 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. Marys 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. Marys 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
11. 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
create campaigns
engage in conversations
track and react
16. Admissions Funnel
Text Communications
Various keywords on search collateral
Suspect/prospect
Inquiry
Applicant
(Acceptance)
Deposit
Enroll
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
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 Points
SMS: 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: BreakingNews - 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
StMarysU: Be early, catch the worm. Submit ur admission application by Jan 15 for priority consideration. Get info at:www.stmarytx.edu/admission
Not yet applied for admission - >
21. Example Text Messages
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
Join our online community - >
22. Example Text Messages
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. StMarys code is 003623
FAFSA priority deadline - >
23. Example Text Messages
StMarysU: Vanessa, UR hard work has paid off! Congrats on getting a merit scholarship! Learn more about financial aid at www.stmarytx.edu/finaid.
Merit scholarship award - >
24. Example Text Messages
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!
Register for Orientation - >
25. Example Text Messages
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.
Encourage visits - >
26. Example Text Messages
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.
Stay in touch - >
27. Example Text Messages
Encourage key event
participation:
Result: 67% of key event attendees were active text update subscribers.
(one week prior to event)
(less than one day in advance)
28. Highly Interested Students are Opting-in for Text Updates
St. Marys University (TX)|Fall 2010
Results
29. Yield: Inquiry to Applicant
Percent who applied
St. Marys University (TX)|Fall 2010
Results
68.0%
10.5%
Inquiries who opted-in for text updates
Overall inquiries
30. Yield: Inquiry to Deposit
Percent who deposited
St. Marys University (TX)|Fall 2010
Results
16.4%
1.6%
Inquiries who opted-in for text updates
Overall inquiries
31. Yield: Accept to Enroll
Percent who enrolled
Results
35.4%
20.3%
Accepts who opted-in for text updates
Accepts with NO text updates
St. Marys University (TX)|Fall 2010
32. Behind the Scenes
personal computers
mobile devices
Prospective Students and Parents
100% hosted solution
(via iframe)
(via integration)
stmarytx.edu
ERP/CRM
users from other sources:(e.g. inquiry forms, applications)
33. Open Questions / Answers
www.mongooseresearch.com
www.stmarytx.edu/admission
Free Whitepaper:
Visit mongooseresearch.com