85% of all potential students will use a mobile device to learn about your college or university.
42% of high school students read their email on a regular basis, 58% do not!
The average teen receives nearly 3,000 text messages each month and 97% of them are read.
Almost one third of all students wait until the deadline before finalizing their application.
12% of applicants miss FASA, Common Application and other financial aid deadlines.
Now There is A Solution to Getting Higher Conversion Rates with your applicant pool
eRecruitment Text Message Marketing From Delaware Valley On Line
ISN’T THIS INTRUSIVE?
Text messaging is a particularly personal form of interaction that cannot easily be ignored. The most common objection for its use by College and University Enrollment and Admissions teams is that text marketing will be viewed by students as an annoyance, causing a resistance to further communication. And you are correct, BUT only if texting is used incorrectly! However, when the content is relevant and helpful, it can strengthen relations and lead to enrollment conversion.
In a study by Noel-Levitz (2013), it was reported that there was a surprising openness among students to receive text messages from colleges and universities. Interesting enough,” while two-thirds of students were willing to receive texts, fewer than one in five reported receiving one from a campus.” The reason that schools do not take advantage of this tool is likely a combination of the challenges of managing an additional communication channel and a “false perception that it is ineffective and unwanted by students”.
An recent analysis of text marketing at one University in Texas showed the following results – “While only about 5% of 40,000 inquiring students opted in for text updates, 30.8% of those did end up applying, compared with 10.9% of all prospective students. The yield rate of texting students that paid a deposit to attend the university was 42%, compared to 26% of all accepted students.”
THE CHALLENGE IS TO ENGAGE STUDENTS SUFFICIENTLY WITHOUT OVERDOING IT
Delaware Valley On Line has over fifteen years of experience in the eRecruitment market with constructing carefully crafted messages to students that produce results and higher conversion rates. Our email campaigns have generally yielded not the average 3% or even the better results of 8% but on average 23% returns. Our text message campaigns typically yield 38% response rates.
Giving prospective students the option to sign up for text updates from their first contact with the institution opens the door for personal correspondence over time through a potentially more convenient and less intimidating communication channel.
Texting the right message to those who opt in to receive your message can be very effective, especially when used as part of an integrated marketing campaign and strategy. We avoid broadcasting generic messages to the entire prospect pool. Instead, DVOL uses the technology to customize and individualize communications to strengthen the connection with applicants by offering a way to keep subscribers on track to manage the admission process, meet all of the deadlines, and provide reminders about special admission events.
ONLY SEND TEXTS TO STUDENTS WHO OPT-IN FOR THE SERVICE
Delaware Valley On Line can show you how to craft an opt-in message that has not only students but parents as well signing up for this service. This opt-in can be made easily accessible on your admissions page as well as through your email recruitment efforts.
No one wants to be flooded with texts, so to prevent irritating your prospects, we always include a method to opt-out, such as ending each message with, “to opt out reply STOP.” And of course a disclaimer that although there is no charge, standard message rates may apply is always included.
FULLY COMPLIANT WITH TCPA
Recruitment practices at private colleges and universities got a little more complicated under the 2013 updates to the Telephone Consumer Protection Act (TCPA). Schools must receive written consent for all autodialed and pre-recorded calls and texts sent or made to cell phones, as well as for pre-recorded calls made to residential landlines for marketing purposes.
Our team at DVOL has the knowledge and experience, unlike other services, to help you craft your opt-in message for your website or email marketing campaign so as to be fully compliant with TCPA and avoid any potential issues.
CRAFTING THE MOST EFFECTIVE MESSAGE
- Make your texts actionable.
- Don’t over text! Less messages but more effective messages go a long way!
We can coordinate admissions, financial aid and campus life departments to craft direct, informative and valuable messages at appropriate times. We always include relevant calls to action to help measure the campaign’s success, such as a URL to “register now.”
The purpose of texting for student recruitment is to focus conversion efforts by identifying the most promising early inquiries, therefore narrowing the so-called funnel to qualify prospects. Even if the vast majority chooses not to opt-in for text alerts, the ones that do are significantly more likely to apply and enroll. The personal and easily accessible nature of the communication format can sometimes make the difference in convincing prospects to take the next step.
Like any admission tools, recruitment teams need to consider how text marketing fits into their overall integrated communications plan. Texting is better for some applications than others – sometimes email may be preferable (a service also offered by Delaware Valley On Line).
A few cents more expensive than an email, far less than mailing out printed publications, text marketing campaigns are cost effective because they yield conversion results. Campaigns can run as low as $500 for 10,000 text messages to $3000 for 100,000 text messages. The average cost per campaign is 5 cents per text message to a given student.
CAN YOU AFFORD NOT TO
While it is always challenging to manage and track additional communication channels, it can be even more costly to remain complacent in this changing competitive environment. Even if a medium is only used by a relatively small percentage of students, this may still be more than sufficient to justify integrating it in your content strategy and development. Reaching prospective students on their own terms is a proactive step towards recognizing recruitment marketing requirements of today and tomorrow.
LET US SHOW YOU HOW TO DEVELOP YOUR CAMPAIGN
For more information or to set up a trial campaign, contact Steven Weisz, President, Delaware Valley On Line at 484-469-0288 or email to firstname.lastname@example.org