New Phone Who This: Managing Integrated Text Conversations with TargetX Higher Ed Success Stories Track

1. #TargetXSummit 1
New Phone - Who Dis?
Managing Integrated Text Conversations with TargetX

2. COOPER FELLOWS
Director of Business Architecture
Solutions & Web Development,
Champlain College
NICK FORYSINSKI
Lead Software Developer,
Mongoose
Introductions

3. Agenda
● Legalities of Texting
● The Challenges
● Strategies and Solutions
● Texting Best Practices
● Results
● Q & A Session
● Additional Resources

4. Legalities of Texting

5. TCPA ETIQUETTE
Should I text?
...maybe!
Consider:
> consent
> opt-in language
> opt-out opportunities
vs
Can I text?
...yes!
TCPA rulings grant rights to
non-profit organizations to text or
call without gaining explicit
consent.

8. The Challenges

9. ● Talking at Someone
● Ignoring Institutional Knowledge
● Potential to Alienate/Fatigue
The Challenges
Generic Broadcasting

13. ● Incorrect Information
● Messaging Pollution
The Challenges
Convoluted Messaging

14. Avoid this!
The Challenges
Messaging Pollution

15. ● Cautious Staff
● Underutilized Software
The Challenges
Slow Product Adoption

16. Rocky Transitions
Admissions
Student Success
Career Services Alumni
The Challenges

17. Strategies & Solutions

18. Generic
Broadcasting
Personalized
Conversations
1. Assemble a Team
2. Gather Your Data
3. Craft Precision Messages
Strategies & Solutions

19. #TargetXSummit
Marketing and
Branding
Admissions and
Advisors
Technical
Resources
19
1. Assemble Your Team

20. #TargetXSummit
❏ Am I limited in the number of fields that can describe an individual?
❏ How often can fields be updated?
❏ How are fields updated?
❏ Manually?
❏ Automatic?
❏ One-way or two-way integration?
❏ Can these fields be used inside of text messages as merge fields?
Tip: Keep the entire funnel in mind when identifying potential data points.
20
2. Gather Your Data

21. #TargetXSummit
Inquiry Applicant DepositedAdmitted
21
3. Craft Precision Messages
Proper segmentation is key.

22. Convoluted
Messaging
Clear
Conversations
4. Ensure Information Integrity
5. Utilize Existing Knowledge
Strategies & Solutions

23. #TargetXSummit 23
4. Ensure Information Integrity

24. #TargetXSummit
❏ Use data to select your audiences and to work into messages
❏ Review prior message campaigns to understand which ones are most effective
Hi James - it looks like you haven’t registered
for Summer 2019 classes yet. The deadline is
June 1. Do you have any questions?
24
5. Utilize Existing Knowledge

25. Slow Confident
Product
Adoption
6. Empowered Staff
7. Consistent Product Usage
Strategies & Solutions

26. #TargetXSummit
❏ Build a training plan to
empower your team
❏ Involve staff early on in
the planning
26
6. Empowered Staff

27. #TargetXSummit
❏ Create “hands off”
automated messages
❏ Create opportunities for 1:1
messaging
Hi James - just a reminder that Alumni
Weekend is October 4-5. You can register
online here: <Event URL>
Hi James - thanks for registering for
Alumni Weekend! Other graduates from
your program are signed up, too. Are you
planning on joining the networking session
Saturday at 10 a.m.?
27
7. Consistent Product Usage

28. Rocky Smooth
Transitions
Strategies & Solutions
Hi James, it has been a joy to work
with you as you made your college
decision! We’re thrilled you’re
enrolling at MU! As you prepare for
your first semester, your advisor,
Sarah, will be a valuable resource
and your main contact moving
forward. You can reach her at
(716) 123-4567. I wish you all the
best!

29. Texting Best Practices

30. General tips
● Identify yourself
● Address students directly
● Strike the right tone
● Be concise
● Include a call-to-action
● Have fun – show your excitement!
● Be ready to respond
Texting Best Practices

31. Hi Ashley, this is Amanda from
the Financial Aid office. Deadline
to submit FA forms is this Friday.
Do you need any assistance?
ATTENTION STUDENTS:
Financial Aid forms are due
TODAY! Reply STOP to end.
Avoid robotic
language
BE HUMAN
Texting Best Practices

32. CREATE A POLICY
IDENTIFY PROJECT
LEADERS
MEASURE AND
SHARE RESULTS
CREATE CAMPAIGNS
AND TEMPLATES
IDENTIFY
OBJECTIVES
Texting Best Practices

33. Results

34. #TargetXSummit
START-TO-SUBMIT
APPLICATION RATE
2017 -> 39%
2018 -> 62%
ADMITTED STUDENT EVENTS
AVERAGE ATTENDANCE
2017 -> 85 Students
2018 -> 109 Students
POST-EVENT SURVEY RESPONSES
2017 -> 6
2018 -> 135
34
Continued Success Among
Other Colleges

35. #TargetXSummit 35
Enrolled in Fall, but not Spring
2,312 text messages sent
552 registered (24%)
5,335 credit hours
$900,230

36. Questions?

37. #TargetXSummit
MongooseResearch.com/TargetX19
● Downloadable slide deck
● Sample texting policy
● Integration podcast
37