Get Your Message to Millennials: 9 Tech Tools That Talk to Students
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This document discusses 9 tech tools that can be used to communicate with millennial students at a community college. It notes that 44% of students say the college does not tell them about non-academic support and 29% say it does not tell them about social support. The top challenge is communicating the financial aid process and deadlines. Using these 9 tech tools, like social media, mobile apps, texting, targeted emails and a campus TV channel, aims to increase communication and support for students to help them persist in their studies and meet enrollment goals.
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Get Your Message to Millennials: 9 Tech Tools That Talk to Students
- 1. GET YOUR MESSAGE TO MILLENNIALS 9 Tech Tools That Talk to Students
- 3. CHALLENGES 44% say GCC does not tell them about non-academic support 29% say GCC does not tell them about social support *Community College Survey of Student Engagement (CCSSE) 2011 #1 Top Challenge: Communicate financial aid process and deadlines *Noel-Levitz Student Satisfaction Inventory, 2013
- 4. WILL IT WORK? Meet GCC Strategic Plan Goal to provide access to education that supports changing student demographics Meet GCC and District Strategic Enrollment Management Goals: To Retain: Increase communication from GCC to student about academic progress and support programs. To Increase Persistence: Develop a student outreach process for contacting continuing and potential returning students
- 5. 1. SOCIAL MEDIA 29,890 followers
- 6. 2. MOBILE APP 4,848 downloads 47% of teens have a smartphone (Pew Research, 2014)
- 7. 3. ROBO CALLS S14 students who received a Robocall were 23% more likely to re-enroll in Fall. Cost of .04 cents per call
- 8. 4. TEXT MESSAGING **opt outs are fewer and fewer **high initial response due to students learning about the new communication tool 12.9% initial response rate Opt-outs gradually declining
- 9. 5. TARGETED EMAILS Focused Personalized Purposeful
- 10. 6. BLOGS 115,067 views
- 11. 7. WEBSITE OPTIMIZATION In 2-year span: 11% increase in new visitors 2% increase in page views
- 12. 8. CAMPUS TV CONTENT • critical deadlines • weekly events • academic support (library, tutoring) 7 screens branded as Gaucho TV
- 13. 9. RAVE EMERGENCY MESSAGES
- 14. OUTCOMES TO DATE • Exponential growth and consistent conversation Guiding positive sentiment • Changing tone to student-friendly language • Creating advocates on campus Heidi Capriotti heidi.capriotti@gccaz.edu Raechel Megahan raechel.megahan@gccaz.edu
Editor's Notes
- Introduction: Survey room for marketing/EC/administrative/ faculty how many actively using technology outside of canvas to talk to students? Who are millennials? – not just self absorbed, selfie-snappers 15-24yr olds, 66% percent of our students, but the group most likely to use technology b/c they grew up with it. Downside is that their world is noisy – and they tune out what they don’t need. They are used to two-way communication, and they expect communication on their terms Not intended to be a comprehensive look at demographics, behavior characteristics, psychographics High level content – not meant to drill down, but we will be here to answer questions.
- In 2010 we started to see this on campus… and its only increased since. We realized that to talk to millennials we needed to be in the channels they used, using the tools they prefer.
- And we knew we hadn’t been effective up to that point. Community College Survey of Student Engagement (CCSSE) 2011 44% say that their college puts very little emphasis on helping them cope with non-academic responsibilities. 29% say that their college puts very little emphasis on providing the support they need to thrive socially. Noel-Levitz Student Satisfaction Inventory, 2013: Top challenge is communicating FA process & deadlines
- While its a lot of fun to dream up ways to use tech tools, there is a bigger reason behind it. (cite other university examples) DO: Create and promote an integrated communication effort to increase re- enrollment of current students, term-to-term. Meet GCC Strategic Plan Goals of: Access to education that supports changing student demographics Meet GCC and District Strategic Enrollment Management Goals: To Retain: Increase communication from GCC to student about academic progress and support programs.
- Summer research project to see what of the 3 worked best in terms of retention: email, personal call, robo call. Worked with IR. Test size - 300 randomly selected Spring students Control group: 34% Email group: 33% Personal phone call group: 37% Robo call group: 41% Estimated increase in FTSE of roughly $15000 To learn more, go to the GCC IR presentation next session. Next steps: add text message.
- TEXT: Hi firstname, this is Gaucho from Glendale Community College. Did you complete your financial aid paperwork? It's due by Sept. 2! Reply STOP to stop.
- Social media pundits say email marketing is dead. When Facebook designed their 2010 chat feature they purposely emulated chat, not email. BUT Noel-Levitz 2013 E-Expectations survey: 82% of college-bound high schools students check email at least once a week, and 47% do it on a mobile device Focused (by course or geolocation), personalized and purposeful (meets a timely need) Drive traffic to a landing page, when possible, but ultimate measurement is attendance. Results: Creative Writing dept. reported nearly twice as many attendees at one workshop and 20% increase at another. Of 3 classes advertised all made and 2 filled. E-blast to previous FW student with doubled enrollment response, next steps: recruitment program specific email blasts, http://blog.noellevitz.com/2013/11/19/prospective-college-students-open-emails/
- Today students, faculty, even the President blogs! WHY: Gives venue for depts to create a voice addresses non-academic connection explain quality of campus, student to student interaction, long tail (reavis) Kelly Sindel - curriculum improvement resources: Wordpress.com (free & easy, moderated), 3 years of data show commenting next steps: moving to drupal, unmoderated, top 5 lists
- Pew Research, 2014 – “Teens expect results to be easy to find; that everything is searchable/findable.” Old site – not search indexed, not mobile responsive, not user friendly (students or employees), no Google Analytics Conducted usability studies on campus, Wake techncal colege search page Since migration started: Key word saturated 46% of traffic is mobile and tablet (iphone the predominant device) Primarily from Phoenix and Tempe Chrome and safari more than other browsers Which pages are most popular AND how they travel through our site On Wed, Football page drew traffic after we beat Pima 61-28. USAToday human library article put community college in national spotlight & generated 90k in publicity, show up in first page or top of page, register in Google Places, why: SEM goal (category) to increase traffic by 10%
- branded GTV on 7 screens, moving to digital feed to pull events using RSS from our Drupal site as easy as ppt next steps: department-specific content, new VBrick software, quizzes to test engagement marquee - financial aid workshop report highest attendance in Sept. after marquee placement
- Follow @gccaz for more info While rare, we keeping all 8 in mind at every opportunity to communicate consistently. Good for initial alert and to take action, but for updates and more details we Joint Integration Concept - all channels on hold and dedicated to emergency communication For example: during flood outage, within 21 minutes of decision, all channels dedicated to emergency. Gained 1500 social followers in 12 hours.