1. Closing the Gap: Connecting With Current Students With the Help of I.A.N
Amanda Mudd, Data and Communications Manager
Rachel Phillips, Enrollment Management Communications Coordinator
Enrollment Services Department
York Technical College

2. Why Texting? A Contextual Look
We’re living in a technology-centric world
Today’s generation wants immediate, real-time connection
Smartphones = the new normal
Social media
Students admit to not checking their college
has become saturated (spam, junk mail, etc.)

4. Advantages to Texting Intimacy Immediacy Targeted Trust
Speak students’ language
Immediacy
Answer questions faster and easier
Targeted
Anticipate needs of targeted groups
Trust
Solve problems students are afraid to ask

5. Texting Management
Data & Communications Office manages texting platform
Divisions and departments across campus submit requests
Optional consultations
Saved list of targeted population
Communications calendar

6. What is TextAim?
Online texting platform that allows for group texts (1500/day)
inbox appearance = familiarity, easy to use
Results organized by campaign
Opt out required: “Reply STOP to stop”
Vision for service: Article from Educause about the transformation of the “front door”
Cross training – a must
Focusing more specialized resources in most impactful areas, not basic and routine service; also increasing technology is the new direction

7. I.A.N. Important Alert Notification Real person monitors texts
Casual language builds rapport / trust
Encourages students to ask questions
Go-to contact
Students can continue to text after campaign has ended

8. Partnerships on Campus
Academic Divisions
Promote Advising Month
Nudges / early alerts
Initiate/encourage registration
Encourage participation in events
Clarify information
Our vision is to move towards a modernized process that allows us to automate as much as possible;
Provide 24/7 365 real time access to information and services
Leverage our best asset people to provide high touch interactions and counsel to support student success, and help students navigate complex situations such as financial aid, etc.

9. Partnerships on Campus
Enrollment Services
Financial Aid Office: Payment deadline deregistration notifications
Academic Records Office: Graduation application deadline reminder
Admissions Office: Enrollment event invites and registration reminders

10. Business & Computers Division
Down 27.77% from goal when campaign began
Needed to boost contact with returning students
and phone campaigns were reaching diminishing returns
Goal: to encourage students to register for upcoming classes

11. BC Campaign Results 13.5% response rate
21% of students contacted registered for classes
Students who registered for classes as a result of the campaign were from a group that had not been responding
Brought division goal up 8%

12. “Come Back” Campaign
Targeted group of past students who had not completed program requirements
Encourage them to re-apply, finish their program, and graduate
Gather information about why our students leave the institution mid-program

13. Come Back Campaign- Results
Answered questions
Directed students to appropriate resource
Determined reasons students had left institution
Built trust with past students
Gave us insight into student’s situation
Almost 2% registered for classes

14. Inbox

15. Conversation

16. Campaigns

17. Campaign View

18. Contacts List