Mobile Gets High Marks At UofL; But Campaigns Could Be Bolder

Universities are becoming more creative in how they use mobile – specifically text messaging — to connect with digital natives on their mobile phones.

This is a smart strategy since recent research — including a milestone report from Cone, a strategy and communications agency engaged in building brand trust, tells that Millennials develop “positive feelings” towards companies they felt they could interact with on new media channels – specifically mobile.

In fact, 68 percent of the 587 Millennials surveyed said they felt better served by a company or a brand if they can have a conversation with them in a new media environment.

This month we look at how the University of Louisville (UofL)– a state-supported research university located in Kentucky’s largest metropolitan area with a student body that exceeds 22,000 — came up with a solution to communicate with incoming freshman using mobile .

Although its overall goal was to increase the level of student engagement by using a medium that is largely embraced by a college-age demographic, UofL did not have a any measureable objectives at the outset. The campaign was more about finding out just how text messaging might fit in with some of their more traditional outreach efforts such as direct mail and email.

What did the UofL do?

Beginning in June 2010, UofL sent text message blast (using a service called Call-Em-All) to send text message blasts to some 500 incoming freshman who had opted in to receive information on campus events, contests and more.

What was the incentive?

Kudos to UofL for encouraging opt-ins by including information about how to receive text message updates in all materials sent to incoming freshman.

An example: One text message blast offered incoming freshman a week of free campus parking if they responded with a text citing the three things that they were most looking forward to during the upcoming school year. The UofL reports the flood of responses was astounding. As Elizabeth put it: “Students love to text and we found that it’s the fastest way to get a response.”

Read the rest of Peggy’s viewpoint over at MSearchGroove.

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