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Signal Vine slides for NPEA 2016

Signal Vine slides for NPEA 2016

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Signal Vine slides for NPEA 2016

  1. 1. Txt4Success: Using Text Messages to Engage Low-Income Students Alex Bartz, Summer Search Miranda Palter, Signal Vine Haley Trost, Signal Vine
  2. 2. ‣ Gain a better understanding of the power of text messaging as a tool to promote college access and success ‣ Learn how to implement effective text messaging campaigns and content to engage students and encourage them to act ‣ Gain insight from students’ and practitioners’ initial feedback in utilizing and implementing texting LEARNING OUTCOMES
  3. 3. THE ROAD TO AND THROUGH COLLEGE IS FULL OF COMPLEX INFORMATION
  4. 4. COMMUNICATION IS CHANGING
  5. 5. STUDENTS DON’T READ EMAIL
  6. 6. SOCIAL MEDIA IS FRAGMENTED AND
  7. 7. 90%+ OF STUDENTS TEXT
  8. 8. CAPTIVATE TEXT MESSAGES:
  9. 9. CAPTIVATE SIMPLIFY TEXT MESSAGES:
  10. 10. CAPTIVATE SIMPLIFY INTERACT TEXT MESSAGES:
  11. 11. CAPTIVATE SIMPLIFY INTERACT NUDGE TEXT MESSAGES:
  12. 12. TEXTING WORKS Summer Nudging: Can Personalized Text Messages and Peer Mentor Outreach Increase College Going Among Low- Income High School Graduates? Freshman Year Financial Aid Nudges: An Experiment to Increase FAFSA Renewal and College Persistence Summer Melt: Supporting Low-Income Students Through the Transition to College Prompting Active Choice Among High-Risk Borrowers: Evidence from a Student Loan Counseling Experiment Castleman & Page, January 2014 Castleman & Page, December 2014 Castleman & Page, October 2014 Barr, Bird, & Castleman, January 2016
  13. 13. 11% increase in matriculation 20% increase in persistence OUTCOMES IN COLLEGE ACCESS & SUCCESS 50 60 70 80 No Texts Texts Texts w/o Defined College Plans Impact on College Enrollment
  14. 14. S U M M E R S E A R C H S U M M E R S E A R C H : H E L P I N G YO U N G P E O P L E S O A R APRIL 2016 1
  15. 15. S U M M E R S E A R C H BEGIN. BELIEVE. BECOME. Summer Search offers a life-changing program for low- income students that transforms what they believe is possible for themselves. 2
  16. 16. S U M M E R S E A R C H OUR REACH A national youth development nonprofit, Summer Search helps students develop the skills and character traits they need to become college educated leaders who give back to their families and communities. 3
  17. 17. S U M M E R S E A R C H OUR APPROACH 4
  18. 18. S U M M E R S E A R C H OUR IMPACT 5
  19. 19. S U M M E R S E A R C H OUR RESULTS 6 5,700 S i n c e o u r i n c e p t i o n w e h a v e i n v e s t e d i n s t u d e n t s n a t i o n a l l y a n d c u rre n t l y s e rv e a b o u t 3 ,4 0 0 s t u d e n t s p e r y e a r. 98% o f o u r s t u d e n t s gra d u a t e f ro m h i g h s c h o o l . 89% o f o u r gra d u a t i n g s e n i o rs m a t ri c u l a t e t o c o l l e ge 71% o f c o l l e ge s t u d e n t s gra d u a t e d w i t h a B a c h e l o r’ s d e gre e
  20. 20. S U M M E R S E A R C H WHY THE TEXTING PILOT? 7 Launched in response to interest and momentum from the network to integrate texting into our service delivery model. Two challenges we aim to address through pilot: 1. Declining student engagement for students during re-entry after their summer experience. 2. Declining student engagement during senior year, particularly during summer where disengagement can lead to failure to matriculate to the student's intended college. The pilot also aims to increase time spent on insight mentoring.
  21. 21. S U M M E R S E A R C H TEXTING PILOT OVERVIEW From October 2015 to October 2017, North Bay juniors and seniors receive actionable personalized messages twice per month that help them complete logistical steps as they prepare for second summer experiences and college. Goals: 1. Increase student engagement toward programmatic involvement reaching various milestones. 2. Increase students’ timely follow-through on critical steps toward their summer experience and college matriculation. 3. Free-up mentors to spend more time focused on insight mentoring. 8
  22. 22. S U M M E R S E A R C H PILOT DETAILS: PLANNING Research platforms Participate in trainings Learn from early adopters Learn from other organizational users Secure buy-in & funding 9
  23. 23. S U M M E R S E A R C H PILOT DETAILS: COMMUNICATION • Animated Video • FAQ • Newsletter Update 10
  24. 24. S U M M E R S E A R C H PILOT DETAILS: IMPLEMENTATION • North Bay Students from Class of 2016 and Class of 2017 • One local site staff responding to all ~80 students, devoting about 90 minutes to respond with each scheduled message. • Printed reports to share at staff meetings and platform data entered into student data base. 11
  25. 25. S U M M E R S E A R C H PILOT DETAILS: EVALUATION The evaluation measures the impact of the texting platform on: 1. Student engagement, satisfaction and outcomes. 2. Staff satisfaction. 3. Time spent on insight mentoring. 12 Pilot Year 1 • Implementation • Feasibility Pilot Year 2 • Student engagement • Student outcomes
  26. 26. S U M M E R S E A R C H PRELIMINARY RESULTS: ENGAGEMENT 13 87 students enrolled 8 students opted out 84% engagement 56% high engagement 69% avg response rate
  27. 27. S U M M E R S E A R C H MESSAGES PROMPT STUDENT ACTION 14
  28. 28. S U M M E R S E A R C H MESSAGES HELP TRACK STUDENT PROGRESS 15
  29. 29. S U M M E R S E A R C H MESSAGES ENCOURAGE PARTICIPATION 16
  30. 30. S U M M E R S E A R C H STUDENT SPOTLIGHT Geni / Summer Search Class of 2016 17
  31. 31. S U M M E R S E A R C H KEY LESSONS LEARNED 1. Place key stakeholders at the center. 2. Iterate and adopt plans based on what you learn. 3. Build a system to collect and disseminate student information. 4. Students are responsive to the text messages. 18
  32. 32. SCALE TIME PRIVACY OVERSIGHT METRICS
  33. 33. Hi [First_Name], this is [Advisor]. Have you signed up yet for orientation at [College]? Make sure you do this by [Orientation_Date]. Register here! [College_Webpage] SCALE COMMUNICATIONS WITH MESSAGE PROGRAMS
  34. 34. Hi Sara, this is Dave. PERSONALIZATION RELEVANCE TIMELINESS/URGENCY CALL TO ACTION SAVE TIME WITH DATA-DRIVEN MESSAGING
  35. 35. Hi Sara, this is Dave. Have you signed up yet for orientation at The College of New Jersey? PERSONALIZATION RELEVANCE TIMELINESS/URGENCY CALL TO ACTION SAVE TIME WITH DATA-DRIVEN MESSAGING
  36. 36. Hi Sara, this is Dave. Have you signed up yet for orientation at The College of New Jersey? Make sure you do this by 9/1/2016. PERSONALIZATION RELEVANCE TIMELINESS/URGENCY CALL TO ACTION SAVE TIME WITH DATA-DRIVEN MESSAGING
  37. 37. Hi Sara, this is Dave. Have you signed up yet for orientation at The College of New Jersey? Make sure you do this by 9/1/2016. Register here! www.tcnj.pages.tcnj.edu PERSONALIZATION RELEVANCE TIMELINESS/URGENCY CALL TO ACTION SAVE TIME WITH DATA-DRIVEN MESSAGING
  38. 38. SAVE TIME WITH DATA-DRIVEN MESSAGING Hi Sara, this is Dave. Have you signed up yet for orientation at The College of New Jersey? Yes No Make sure you do this by 9/1/2016. Register here! www.tcnj.pages.tcnj.edu Great! Your orientation date is 9/1/2016. For more information about what to bring, check out www.tcnj.pages.tcnj.edu
  39. 39. ENSURE PRIVATE INTERACTIONS Student Phone ViewPlatform View Dave Dave
  40. 40. OVERSEE COMMUNICATIONS IN A MULTI-USER INBOX
  41. 41. CAPTURE METRICS IN A DASHBOARD
  42. 42. SIGNAL VINE IS AND IS NOT One-Way Alerts Mass Texting Mobile Marketing Downloaded Two-Way Engagement Personalized & Relevant Education-Focused Native SMS
  43. 43. INCREASING CONNECTIONS
  44. 44. IMPROVING OUTCOMES
  45. 45. QUESTIONS?
  46. 46. MIRANDA PALTER Signal Vine, LLC miranda@signalvine.com (310) 985-1335 HALEY TROST Signal Vine, LLC haley@signalvine.com (240) 672-4267 ALEX BARTZ Summer Search abartz@summersearch.org (614) 499-2653

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