Universities are struggling to know the best way to engage Generation Z. These digital natives have grown up on the internet and are believed to be largely immune to traditional print communication. Many colleges and universities are making the shift to text. Lee Gardner dives into this topic in The Chronicle of Higher Education. He explains:
An annual survey conducted by Ruffalo Noel Levitz, a higher-education consulting company, found that 75 percent of private institutions and 48 percent of public institutions surveyed in 2017 were using texts to interact with students, up from 61 percent and 31 percent, respectively, in 2015. More than 90 percent of the private colleges texting found it effective, as did more than 75 percent of public colleges.
But is this a good trend? If done wrong, this can alienate rather than engage students. In the end, texting must be one of a multi-faceted approach.
Texting may be the buzzy new thing, but it’s not the only thing. Mr. Stoner, the marketing consultant, says...The more important thing is to make multiple contacts, says his company’s research. Even emails that go mostly unread can help create a "cumulative impression," he says. Adding texting to the mix, especially if it helps prospects navigate deadlines, "is a really nice add-on."
Has your school started using texts to communicate with potential students? What have you learned—good and bad—through the process?
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