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Sim tech 2010 targeted text messaging - david marshall

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Presentation at SIMTECH 10 in Las Vegas 10/22/2010.

Presentation at SIMTECH 10 in Las Vegas 10/22/2010.

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Sim tech 2010   targeted text messaging - david marshall Sim tech 2010 targeted text messaging - david marshall Presentation Transcript

  • Start
    Targeted Texting| Talk to Them in Their Language
    David Marshall
    Mongoose Research
    22 October 2010
    1:00 - 2:00 p.m.
  • OFF TOPIC: Whose fault is it that I am wearing flip-flops?
  • About Me
    President/Founder of Mongoose Research(formerly co-founded LiquidMatrix)
    Focused 100% on Higher Education
    The movement from e-recruitment to m-recruitment
  • 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
  • Mobile Usage: Calling vs. Texting
  • 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.
  • St. Mary’s Challenges
    Competitive market
    Declining search responses
    Increase in stealth applicants
    Image: traditional vs. innovative
  • Objectives
    Broaden socioeconomic reach
    Build stronger relationships
    Increase conversion (inquiry -> application)
    Increase yield (admits -> deposit)
  • KEYS for Text Marketing
    KEY: Build Opt-in Database
    KEY: College Fair Marketing
  • KEYS for Text Marketing
    KEY: Build Opt-in Database
    KEY: College Fair Marketing
    KEY: Captured mobile number, opt-in at all entry points
  • KEY: Make it a visible option.
  • ...without leaving the page
    Sync s inquiry information in Recruitment Plus (or any CRM/ERP).
  • Management Console
    create campaigns
    engage in conversations
    track and react
  • 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
  • “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.
  • 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: Breaking News - US News Ranking
    Print Mailing: 2nd Application Mailing
    E-Mail: Application Reminder w/link to Online App.
    SMS: Acceptance / Deposit / Enroll Reminder
  • Creating Communication Flows
    KEY: Make it simple and valuable.
  • 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 - >
  • 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 - >
  • 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. StMary’s code is 003623
    FAFSA priority deadline - >
  • 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 - >
  • 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 - >
  • 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 - >
  • 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 - >
  • 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)
  • Highly Interested Students are Opting-in for Text Updates
    St. Mary’s University (TX) | Fall 2010
    Results
  • Yield: Inquiry to Applicant
    Percent who applied
    St. Mary’s University (TX) | Fall 2010
    Results
    68.0%
    10.5%
    Inquiries who opted-in for text updates
    Overall inquiries
  • Yield: Inquiry to Deposit
    Percent who deposited
    St. Mary’s University (TX) | Fall 2010
    Results
    16.4%
    1.6%
    Inquiries who opted-in for text updates
    Overall inquiries
  • 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. Mary’s University (TX) | Fall 2010
  • 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)
  • Open Questions / Answers
    www.mongooseresearch.com
    www.stmarytx.edu/admission
    Free Whitepaper:
    Visit mongooseresearch.com