Since we published our 2013 E-Expectations report and I have presented on the findings, I have been thinking and talking a lot about how our campus partners can use the data to inform their strategic plans for recruitment marketing communications.
Our first goal in producing the E-Expectations research and analysis is to provide insight to our clients and the community regarding the habits and preferences of college-bound students. Do our Web sites meet their needs and expectations? What digital resources are most useful? Which channels work best for delivering messages that build brand and encourage engagement?
My favorite part of the study, however, is the glimpse we get into the tools and resources that are coming over the horizon and into view. For example, take text messaging. Here’s what respondents in the study told us:
Notice the disparity: two-thirds of students are willing to receive text messages, yet fewer than one in five reported receiving one from a campus. The numbers in our 2013 Marketing and Student Recruitment Practices Report, while better, show most campuses ignoring this opportunity as well. Only about half of four-year private campuses and a third of four-year and two-year public institutions reported using text messages as a recruitment strategy. Why not?