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
• ...
Agenda
• Post keyboard / mouse era - texting statistics
• Benefits to institutions
• KEYs for text marketing
• Case study ...
Mobile Usage: Calling vs. Texting
The Bottom Line
• 97% percent of students use text messages as
their primary form of communication.
• THE CHRONICLE JUNE 2...
St. Mary’s Challenges
• Competitive market
• Declining search responses
• Increase in stealth applicants
• Image: traditio...
Objectives
• Broaden socioeconomic reach
• Build stronger relationships
• Increase conversion (inquiry -> application)
• I...
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 a...
KEY: Make it a visible option.
...without leaving the page
Sync s inquiry
information in
Recruitment Plus
(or any CRM/ERP).
Management Console
track and react
create campaigns
engage in conversations
Admissions Funnel
Text Communications
Various keywords on search
collateral
Offer mobile inquiries,
event invitations, imp...
“Traditional” Communication Flow
E-Mail: Response to Inquiry
Print Mailing: Viewbook & Introduction Letter
Telecounseling:...
Additional Touch PointsSMS: Short codes for Search
SMS: Mobile Inquiry Request
E-Mail: Response to Inquiry
Print Mailing: ...
Creating Communication Flows
KEY: Make it simple and valuable.
Example Text Messages
Not yet applied for admission - >
StMarysU: Be early, catch the
worm. Submit ur admission
applicatio...
Example Text Messages
Join our online community - >
StMarysU: Cre8 a profile on
the St Marys online
community at
www.BeARa...
Example Text Messages
FAFSA priority deadline - >
StMarysU: This is last
weekend 2 finish priority
FAFSA. Go 2
www.fafsa.e...
Example Text Messages
Merit scholarship award - >
StMarysU: Vanessa, UR hard
work has paid off! Congrats
on getting a meri...
Example Text Messages
Register for Orientation - >
StMarysU: Bob, R u ready 4
Orientation? Sign-up is now
open. Go to
http...
Example Text Messages
Encourage visits - >
StMarysU: Come visit during
ur holiday break! Weekday
tours and visits availabl...
Example Text Messages
Stay in touch - >
StMarysU: Happy 2010! May
U have 12 months of
happiness, 52 wks of fun, 365
days o...
Example Text Messages
(one week prior to event)
(less than one day in advance)
Encourage key event
participation:
Result: ...
% of inquiries who opted in for text updates 4.7 %
% of applicants who opted-in for text updates 30.6 %
% of deposits who ...
Percentwhoapplied
Yield: Inquiry to Applicant
St. Mary’s University (TX) | Fall 2010
Results
0.0%
10.0%
20.0%
30.0%
40.0%
...
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...
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 TEX...
Behind the Scenes
mobile devices
personal computers
Prospective Students
and Parents
stmarytx.edu
(via iframe)
(via integr...
Open Questions / Answers
• www.mongooseresearch.com
• www.stmarytx.edu/admission
• Free Whitepaper:
– Visit mongooseresear...
Sim tech 2010   targeted text messaging - david marshall
Sim tech 2010   targeted text messaging - david marshall
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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.

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Sim tech 2010 targeted text messaging - david marshall

  1. 1. Start Targeted Texting | Talk to Them in Their Language David Marshall Mongoose Research 22 October 2010 1:00 - 2:00 p.m.
  2. 2. • OFF TOPIC: Whose fault is it that I am wearing flip-flops?
  3. 3. About Me • President/Founder of Mongoose Research (formerly co-founded LiquidMatrix) • Focused 100% on Higher Education • The movement from e-recruitment to m- recruitment
  4. 4. 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
  5. 5. Mobile Usage: Calling vs. Texting
  6. 6. 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.
  7. 7. St. Mary’s Challenges • Competitive market • Declining search responses • Increase in stealth applicants • Image: traditional vs. innovative
  8. 8. Objectives • Broaden socioeconomic reach • Build stronger relationships • Increase conversion (inquiry -> application) • Increase yield (admits -> deposit)
  9. 9. KEYS for Text Marketing • KEY: Build Opt-in Database • KEY: College Fair Marketing
  10. 10. KEYS for Text Marketing • KEY: Build Opt-in Database • KEY: College Fair Marketing • KEY: Captured mobile number, opt-in at all entry points
  11. 11. KEY: Make it a visible option.
  12. 12. ...without leaving the page Sync s inquiry information in Recruitment Plus (or any CRM/ERP).
  13. 13. Management Console track and react create campaigns engage in conversations
  14. 14. 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
  15. 15. “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.
  16. 16. 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
  17. 17. Creating Communication Flows KEY: Make it simple and valuable.
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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.
  22. 22. 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!
  23. 23. 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.
  24. 24. 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.
  25. 25. 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.
  26. 26. % 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
  27. 27. 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%
  28. 28. 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%
  29. 29. 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%
  30. 30. 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
  31. 31. Open Questions / Answers • www.mongooseresearch.com • www.stmarytx.edu/admission • Free Whitepaper: – Visit mongooseresearch.com
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