New Phone - Who Dis?

Managing Integrated Text Conversations with TargetX

#TargetXSummit 1
Introductions

COOPER FELLOWS NICK FORYSINSKI

Director of Business Architecture
Lead Software Developer,
Solutions & Web Development,
Mongoose
Champlain College
Agenda
● Legalities of Texting
● The Challenges
● Strategies and Solutions
● Texting Best Practices
● Results
● Q & A Session
● Additional Resources
Legalities of Texting
 TCPA vs ETIQUETTE

Can I text? Should I text?

...yes! ...maybe!
TCPA rulings grant rights to Consider:
non-profit organizations to text or > consent
call without gaining explicit > opt-in language
consent. > opt-out opportunities
The Challenges
The Challenges

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

● Incorrect Information
Convoluted Messaging
● Messaging Pollution
The Challenges

Messaging Pollution

Avoid this!
The Challenges

● Cautious Staff
Slow Product Adoption
● Underutilized Software
The Challenges

Rocky Transitions Career Services Alumni

Student Success

Admissions
Strategies & Solutions
Strategies & Solutions

Generic
1. Assemble a Team
Broadcasting 2. Gather Your Data

Personalized 3. Craft Precision Messages

Conversations
 1. Assemble Your Team

Marketing and Admissions and Technical

Branding Advisors Resources

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 2. Gather Your Data
❏ 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.

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3. Craft Precision Messages

Proper segmentation is key.

Inquiry Applicant Admitted Deposited

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Strategies & Solutions

Convoluted
Messaging 4. Ensure Information Integrity
5. Utilize Existing Knowledge
Clear
Conversations
4. Ensure Information Integrity

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5. Utilize Existing Knowledge

❏ Use data to select your audiences and to work into messages

Hi James - it looks like you haven’t registered

for Summer 2019 classes yet. The deadline is
June 1. Do you have any questions?

❏ Review prior message campaigns to understand which ones are most effective

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Strategies & Solutions

Slow Confident 6. Empowered Staff

Product 7. Consistent Product Usage

Adoption
6. Empowered Staff

❏ Build a training plan to

empower your team

❏ Involve staff early on in

the planning

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7. Consistent Product Usage

❏ Create “hands off”

Hi James - just a reminder that Alumni
automated messages Weekend is October 4-5. You can register
online here: <Event URL>

❏ Create opportunities for 1:1 Hi James - thanks for registering for

messaging Alumni Weekend! Other graduates from
your program are signed up, too. Are you
planning on joining the networking session
Saturday at 10 a.m.?

#TargetXSummit 27
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
Rocky Smooth your first semester, your advisor,
Sarah, will be a valuable resource
and your main contact moving
Transitions forward. You can reach her at
(716) 123-4567. I wish you all the
best!
Texting Best Practices
Texting Best Practices

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

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

MEASURE AND
CREATE A POLICY
SHARE RESULTS

CREATE CAMPAIGNS IDENTIFY PROJECT

AND TEMPLATES LEADERS
Results
 Continued Success Among
Other Colleges

START-TO-SUBMIT ADMITTED STUDENT EVENTS

APPLICATION RATE
AVERAGE ATTENDANCE
2017 -> 85 Students
2018 -> 109 Students
2017 -> 39%
2018 -> 62% POST-EVENT SURVEY RESPONSES
2017 -> 6
2018 -> 135

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Enrolled in Fall, but not Spring

2,312 text messages sent

552 registered (24%)

5,335 credit hours

$900,230
#TargetXSummit 35
Questions?
 MongooseResearch.com/TargetX19
● Downloadable slide deck
● Sample texting policy
● Integration podcast

#TargetXSummit 37