Terry Coniglio & Scott Burke digitizing financial aid - using chatbot technology and social media to communicate with students
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This presentation was given on May 31, 2018 at the Georgia State Student Finical Success Conference by Terry Coniglio and Scott Burke. Learn how we've implemented new technology and processes to help students succeed.
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Terry Coniglio & Scott Burke digitizing financial aid - using chatbot technology and social media to communicate with students
- 1. Digitizing Financial Aid Communications Scott Burke and Terry Coniglio
- 2. Terry Coniglio Director of Content Strategy
- 3. We’re changing the face of higher education 4th Most Innovative University (U.S. News and World Report, 2017) #8 Best Undergraduate Teaching in the U.S. (Tied with Stanford) (U.S. News and World Report, 2017) Largest in Georgia More than 50,000 Students 22 Percentage Points Increase in graduation rate over 10 years
- 5. Local Story
- 6. Students, alumni and employees don’t view us as different departments. To them, we’re Georgia State.
- 7. Home page content shift We needed to… • Put our audience needs first • Use the content efficiently • Make data driven decisions
- 9. New Homepage Content • Identity Messages • User needs • Admissions Current content focuses on:
- 10. Results
- 11. Financial Aid Page 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 Tuition and Fees - Student Financial Services The Financial Aid Process - Student Financial Services Home - Student Financial Services Forms - Student Financial Services Tuition Classification - Student Financial Services How to Pay - Student Financial Services HOPE Scholarship - Student Financial Services Financial Aid Verification Process - Student Financial Services Form Directory - Student Financial Services Scholarships & Grants - Student Financial Services SFS Top Pages Feb - April 2018
- 12. Financial Aid – Phase One Changes 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Tuition and Fees - Student Financial Services Home - Student Financial Services How to Pay - Student Financial Services The Financial Aid Process - Student Financial Services Tuition Classification - Student Financial Services HOPE Scholarship - Student Financial Services Forms - Student Financial Services Form Directory - Student Financial Services Refunds - Student Financial Services Tuition & Payments - Student Financial Services SFS Top Pages May 2018
- 13. Where social media fits in Marketing Customer Service Communications
- 14. Centralized and created a workflow 1. Student post on social media 2. Central PRMC or Call Center staff assigns post 3. Call center staff ask student to send a DM (private message) 4. Staff determines next steps 5. Create a ticket in Salesforce 6. Provide answer or next steps to student 7. Resolve on social media
- 15. In Action
- 16. Reporting
- 17. Social Media Financial Aid Communication
- 20. Scott Burke Assistant VP, Admissions
- 21. WHAT WE DO Support students on the path to enrollment success with personalized mobile messaging through .
- 22. Enrollment trending in the wrong direction Georgia State University – Case Study Desire to text message students Unsure of how to begin the conversation
- 23. Reminders Guided Tutorials Surveys Targeted Human Support Meet Pounce
- 24. Intent to enroll form submission FAFSA submission/verification, accepting loans, paying tuition bill Orientation registration Transcript and test scores submission Georgia State University – Chatbot Housing deposits Immunization records submission Placement test sign up Planning for transportation Meal plan sign-up Designing 100+ Campaigns For Enrollment
- 25. Yes No Yes No Hey {First Name}, do you plan to park a car on campus? 🚗 Cool! Would you like me to help you get a parking permit? OK. For future reference, visit bit.ly/parking for parking info. 🚗 For other modes of transportation (shuttles 🚌 , the metro 🚇 , bike shares , Zipcar, etc.) go to bit.ly/transit. Guided Conversations Visit bit.ly/parking to see parking fees and rates, and to figure out what option will best fit your needs. To register your vehicle and get a permit, please create an account here: bit.ly/parkpermit.
- 26. Guided Conversations Our FAFSA Tutorial
- 27. Creating the Brain and Knowledge Visiting Campus Sports Academics Student Life Student Organizations All Other FAQs Financing Education Knowledge Enrollment Checklist
- 29. Guiding students through tricky tasks like the FAFSA Conversations
- 30. Informing students what must be done Conversations
- 32. 185,211 total messages 90% of students engaged 63% of students engaged in 3 or more sessions Pounce Engagement GEORGIA STATE STAFF 0.9% ADMITHUB STAFF 7.6% POUNCE AUTOMATION 91.5%
- 33. Operational Efficiency “We would have had to hire 10 full-time staff members to do the amount of messaging that Pounce did” — Scott Burke Assistant Vice President for Undergraduate Admissions Georgia State University
- 34. Two Year Enrollment Results Students Enrolled 3.9% increase in enrollment 21.4% decrease in summer melt 16.9% increase in flawless FAFSAs 14.9% increase in loan counseling
- 35. “I love Pounce. It’s not pushy.” “I’d rather get a text than an email.” “I liked how convenient it was. I didn’t have to look through my emails, I just went to my text.” “The language doesn’t sound like a machine. It’s chill.” “I like how it was personalized to me.” Student Satisfaction 80% GAVE POUNCE 4 OR 5 STARS 94% RECOMMENDED GEORGIA STATE STUDENTS USE POUNCE AGAIN
- 38. • Amplify your team’s ability to engage all current and prospective students • Simple, texting-like dashboard • Requires no new staff Product
- 39. Continuing the conversation with accepted students Student-Pounce Conversations
- 40. Questions?
Editor's Notes
- Ranked alongside MIT and Stanford as one of the most innovative universities in the country, Georgia State is on the move and on the rise. We have built a national reputation for student success and transformation and are one of the fastest growing research institutions in the country.
- And you don’t just have to take our word for it. We are on the receiving end of many of the frustration and complaints for students. Here are a few:
- GSU knew the research that text messaging was the way to engage with students. Obviously a text is an invitation to a conversation. And it can feel overwhelming to start an entirely new channel of communication. They worried about how to manage all the messages with their existing staff.
- HIRING ADMITHUB IS BOTH OUR SOFTWARE AND THE ACCUMULATED EXPERTISE FROM ALL OF OUR PREVIOUS AND FUTURE WORK
- You wouldn’t believe the variety of questions students ask. Our philosophy is not only to get them answers but also to delight them… To make it fun keeps students engage and wanting to come back. As a result they stay on track...