University Business - May 2006 - (Page 89)

BUSINESS TECHNOLOGY Text Messaging: The Newest Recruitment Innovation Admissions departments deploy text messaging to engage and inform prospective students. By Lisa Fratt T THE NUANCES OF TEXT H I S FALL, BALDWINWAL MESSAGING l a c e College Ohio became a Although text messaging and e-mail are high-tech pioneer when it added similar, Baldwin-Wallace differentiates text text messaging to its recruitment commu- messages from e-mails. The Admissions de- nications arsenal. B-W welcomes Juniors partment does not broadcast generic mes- to campus! Let us help you to get started sages to the entire prospect pool. Instead, on your college search with our `More- the college relies on the technology to cus- than-a-tour Tour.' If you would like to at- tomize and individualize communications tend reply Y, said the initial message sent to strengthen the connection with appli- to select prospects. cants. For example, it may select a sub- It's become increasingly more difficult group of students who have not attended to reach applicants via e-mail, explains an open house and send them a reminder Susan Dileno, B-W's vice president for with upcoming dates. The platform can Enrollment Management. Colleges and facilitate business transactions, too. Appli- universities have to always be looking for cants interested in football might receive a that new way to get through to a prospect code for tickets to an upcoming game. with a message that says, We remember We can't inundate The technology is really a means to you and we hope you won't forget us. achieve and accelerate traditional admis- Text messaging provides a direct line to students or it becomes sions operations, says Jeannine Prussack, the prospect, something that e-mail can't obnoxious. We have to director of Product Development for always be relied upon to do, she adds. TranSend ED. It's common for prospects to provide make the message After a prospect responds to a mes- multiple e-mail addresses, and then there is meaningful. sage, an admissions counselor or coach can a high bounce-back rate. The Admissions Susan Dileno, begin a one-on-one text messaging dia- department has seen its e-mail response Baldwin-Wallace College logue which the Admissions office can rate plummet to 10 to 30 percent. Direct monitor. With enthusiasm for the tech- mail can be problematic as well, plus its nology high at a few schools, TranSend Ed identifies text messaging as an untapped cost is fairly high. aims to quantify results by completing a recruitment communications option. At the same time, the cell phone and study of response rates and times. Enter TranSend ED, a company based text messaging dominate the teenage com- Despite the excitement, Baldwin-Wal- in Sarasota, Fla. After the vendor ap- munications landscape. The average 16- to lace is taking a gradual, respectful ap- proached Baldwin-Wallace officials, the 24-year-old carries a cell phone 24/7. E- proach. For the average teen, text messag- college signed on as a beta site for its per- mail is a way to communicate with old ing remains a highly personal mode of mission-based text messaging platform. people. Why not deliver messages in ways The new software allows colleges to send that students are accustomed to and pre- personalized communication via text mes- fer? asks Dileno. Lisa Fratt is an Ashland, Wis.-based writer and for- sages to groups that have selected what in- Indeed, a 2006 Noel-Levitz report ti- mer administrator in the Marketing and Program formation they want to receive. tled Navigating Toward E-Recruitment Development Department of Northland College. universitybusiness.com May 2006 | 89 BizTech.2CURRENT.indd BizTech.2CURRENT.indd 89 4/24/06 12:16:33 PM http://universitybusiness.com

Table of Contents for the Digital Edition of University Business - May 2006

Contents
COLLEGE INDEX
COMPANY INDEX
ADVISORY BOARD
EDITOR'S NOTE
STATS WATCH
SENSE OF PLACE
PEOPLE WATCH
Viewpoint
Human Resources
Marketing
Community Colleges
State of Affairs
2006 Higher Education Consultants Guide
Where's the Beef?
Big Picture AV Planning
Gifts with Strings Attached
Internet Postage Is Here
Enrollment Management Grows Up
Steve Wozniak: Education Technology Champion
Business Technology
WHAT'S NEW
CALENDAR OF EVENTS
DIRECT CONNECT
END NOTE

University Business - May 2006

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