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

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 email Email has become saturated (spam, junk mail, etc.)

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

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

What is TextAim? Online texting platform that allows for group texts (1500/day) Email inbox appearance = familiarity, easy to use Results organized by campaign Opt out required: “Reply STOP to stop” Vision for service: 2000 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

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

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.

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

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

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%

“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

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

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