Explore the key trends and concepts that are driving higher education admissions marketers to reach millennial students in new more mobile ways. A specific focus on Blackboard ConnectTxt for 2-way SMS marketing and the results of this tool at Westminster College.
5. 91% of mobile phone
users have their phones
within arms reach 24/7
Go Mobile, Jeanne Hopkins and Jamie Turner, 2012
6. SURVEY
Do you sleep with your cell phone next to you?
684210 YES
684211 NO
684212 Sometimes
Text to 37607
7.
8. • 75% Sending text messages
• 50% Downloading apps
• 63% Checking the weather
• 33% Gaming
• 36% Accessing social networks
What are we doing
on our phones?
[http://www.webpronews.com/comscore-may-2012-report-on-mobile-market-share-2012-07]
10. The percentage of American
adults who say they have
texted while driving.
27%
The percentage of 16 and 17
year olds who say they have
texted while driving.
26%
[http://pewinternet.org]
11. U.S. adults spend 10.1% of their
total media consumption time with
mobile, but only .9% of total ad
spend is dedicated to mobile.
GoMobile, Jeanne Hopkins & Jamie Turner
12. [http://pewinternet.org/]
Teen Data
• 14% of all teens say they talk daily with friends on a
landline, down from 30% from 2009.
• Nearly a third (31%) of teens say they never talk on a
landline with friends (or report that they cannot do so).
• 26% of all teens say they talk daily with friends on their
cell phone, down from 38% from 2009.
• 63% of all teens say they exchange text messages
every day with people in their lives.
28. SURVEY
How many of you have clicked on a QR code?
684363 YES
684364 NO
684365 Sometimes
Text to 37607
29.
30. QR Codes
Admissions Materials
Westminster Videos
Postcard about Transfer
Scholarship
Special Landing Page
With more information
Postcard to High School
Seniors
Facebook Page for
Incoming Students
32. Location-based Marketing
FOURSQUARE
• We have 12 buildings set up as venues.
• 3,726 check ins on campus (all venues)
• 1,486 check ins at flagship building (Converse Hall)
DEMOGRAPHICS
38. Mobile search up 400%
[http://pewinternet.org]
91% of adults use search
engines to find information on
the Web, including 59% who
do so on a typical day.
39. 28% of cell owners use
phones to get directions or
recommendations based on
their current location.
[http://pewinternet.org]
42. [http://pewinternet.org/]
Teen Data
• According to the Pew Internet Project’s 2011 Survey
87% of teens 14-17 have a cell phone
• 31% of teens ages 14-17 have a smartphone
• 91% of teen smartphone ownership use social
networking sites
• 49% of teens who with a mobile phone have gone
online in the last 30 days; 92% of teen smartphone
owners have gone online in the 30 days
43. • Get Creative.
• Know your Audience.
• Plan.
• Measure.
• Resources & Budget.
44. For a free demo of
Blackboard ConnectTxt
Text DEMO
to 97178
Editor's Notes
Small Private Liberal Arts College500 Freshman200 TransferTotal Undergraduate base of 2500Total Grad enrollment is 800
55% use cell phone users go online. (24% increase since 2009). 31% of cell internet users say it’s their primary device for browsing.45% of 18-29 year olds use their mobile device to do most of their online browsing