University Business - May 2006 - (Page 90)

BUSINESS TECHNOLOGY on applications or inquiry cards. and T-Mobile are expected to restructure communication reserved for close friends About 30 out of 1,300 high school se- service plans to include unlimited texting, and family. We can't inundate students or niors expressing interest in Baldwin-Wal- eliminating any cost to student prospects. it becomes obnoxious. We have to make the lace opted out of the text messaging pro- Not all plans will offer free texting, and cur- message meaningful, Dileno continues. gram. Most students who opted out cited rent contracts may not expire until 2008, Hartwick College N.Y. is test-driving a lack of interest in the school, not cost counters Mary Chase, director of Admis- the software this spring with its pool of ac- or privacy concerns, says Dan Dowhower, sions at Creighton University Neb. . cepted students, who get weekly messages director of undergraduate admission. emphasizing the fun side of college life. Creighton University The high positive response at Baldwin- Hartwick places a strong emphasis on per- Wallace bucks expectations. In the Noel- sonal communications, and the Admissions applicants can get a text Levitz survey of 1,000 high school juniors, office has had great success communicat- message about their only 44 percent indicated they would be ing with applicants via instant messaging. receptive to receiving a text message from Both instant messaging and text messaging acceptance three to five an admissions representative. are cost-effective and reach millennial stu- days sooner than with dents in their comfort zone, says Jacqueline MORE LIMITED ROLES Gregory, director of Admissions. traditional methods. While the pioneers tiptoe into the texting Comfort zone or not, some colleges frontier, others are taking an even more and their teen prospects regard the cell cautious approach. Both Creighton and Another stumbling block for colleges phone as personal space. When Califor- Cal-Poly inform applicants of positive ad- and universities is the cell number itself. nia Polytechnic State University surveyed missions decisions via a text message if the Many schools have not collected cell students about text messaging, the major- student grants permission to send notifica- phone numbers or don't know how many ity responded that it hit too close to home. tion via text message. It's a way to meet they have, explains Prussack. The remedy The results really surprised me. I thought students' expectations. The benefit is that is simple. Early last fall, Baldwin-Wallace it would be a natural progression, admits the student finds out three to five days had a mere 500 cell phone numbers. The James Maraviglia, assistant vice president sooner, says Chase. Admissions department updated forms on for Admissions. One of the complaints in Neither Creighton nor Cal-Poly ex- its website and requested cell numbers on the Cal-Poly survey was the cost associated pects to expand text messaging. Students inquiry cards and applications. Within five with text messaging. are not extremely interested. They don't weeks the college gathered 2,000 numbers. want us to turn their cell phone into an e- Once a school gathers the numbers the COST COMPARISONS mail box, states Chase. next step is to request permission to send It costs recipients between 10 and 15 cents In fact, the pro-texting camp agrees text messages. This year, Baldwin-Wallace to receive a text message. The school pays, that turning the cell phone into an e-mail sent an initial text message seeking per- too. Baldwin-Wallace pays a flat fee of inbox is a mistake. Schools can avoid that mission to send text messages. Another $8,000 and a per message fee of 15 cents trap by sending a limited number of fo- option is to ask prospects to check a box for the text messaging platform. Rates are cused text messages. A Baldwin-Wallace discounted after 100,000 messages, but Resources applicant might receive as few as five mes- neither Baldwin-Wallace nor Hartwick sages throughout the application cycle. will reach that threshold this year. Although Hartwick decided to send Text messaging is relatively cheap for MobileCampus, weekly messages for one month, Gregory us, contends Dileno of Baldwin-Wallace. www.mobilecampus.com explains that recipients are a dedicated Direct mail costs about $1 per message. National Association for College pool of accepted students. While e-mail remains a bargain at a few Admission Counseling, Schools can customize texting programs cents per message, student response is slug- www.nacacnet.org/memberportal to meet their needs, but a few universal gish. Gregory estimates that texting costs Noel-Levitz, www.noellevitz.com rules up the odds for implementation suc- will run Hartwick between $150 and $300 Rave Wireless, Inc., cess. Gregory suggests that other schools monthly. Current long-distance charges for www.ravewireless.com first test text messaging internally, so ad- calls between the school's admissions coun- StrikeIron Web Services, missions staffers understand the program selors and prospects range from $150 to www.strikeiron.com and its features. The department should $450 monthly. determine how to integrate texting into the The recipient cost structure is a moving TranSend ED, www.transended.com entire communications program. target. Major cellular providers like Sprint 90 | May 2006 universitybusiness.com BizTech.2CURRENT.indd 90 4/24/06 12:16:53 PM B http://www.mobilecampus.com http://www.nacacnet.org/memberportal http://www.noellevitz.com http://www.ravewireless.com http://www.strikeiron.com http://www.transended.com 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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