Explore the key trends and concepts that are driving higher education admissions marketers to reach millennial students in new more mobile ways. A specific focus on Blackboard ConnectTxt for 2-way SMS marketing and the results of this tool at Westminster College.

1. MOBILE MARKETING FOR
MILLENNIALS
Dana Simmons
E-Marketing and Outreach Director
Westminster College

2. 22
--Jamie Turner, Go Mobile
“Mobile marketing isn’t just
about evolutionary new
technology; it’s a
revolutionary technology.”

3. 33
MOBILE MARKETING
• Quick-Response Codes
• Location-based Marketing
• SMS/MMS Texting
• Mobile Social Marketing
• Mobile Paid Search
• Mobile Website
• Applications
• Gaming

4. [http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies]
234 million Americans
age 13 and older use
mobile devices

5. 91% of mobile phone
users have their phones
within arms reach 24/7
Go Mobile, Jeanne Hopkins and Jamie Turner, 2012

6. SURVEY
Do you sleep with your cell phone next to you?
684210 YES
684211 NO
684212 Sometimes
Text to 37607

8. • 75% Sending text messages
• 50% Downloading apps
• 63% Checking the weather
• 33% Gaming
• 36% Accessing social networks
What are we doing
on our phones?
[http://www.webpronews.com/comscore-may-2012-report-on-mobile-market-share-2012-07]

9. 9[http://pewinternet.org/Reports/2012/Cell-Internet-Use-2012.aspx]
90% Smartphone owners say that they use
their phone to go online or check email.

10. The percentage of American
adults who say they have
texted while driving.
27%
The percentage of 16 and 17
year olds who say they have
texted while driving.
26%
[http://pewinternet.org]

11. U.S. adults spend 10.1% of their
total media consumption time with
mobile, but only .9% of total ad
spend is dedicated to mobile.
GoMobile, Jeanne Hopkins & Jamie Turner

12. [http://pewinternet.org/]
Teen Data
• 14% of all teens say they talk daily with friends on a
landline, down from 30% from 2009.
• Nearly a third (31%) of teens say they never talk on a
landline with friends (or report that they cannot do so).
• 26% of all teens say they talk daily with friends on their
cell phone, down from 38% from 2009.
• 63% of all teens say they exchange text messages
every day with people in their lives.

13. Who Is Westminster?

14. SMS Campaigns

15. [http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies ]
91% of text messages are
read within 3 minutes

16. Push to Pull Marketing
with Two-way Messaging
…a conversation

17. 1
Incomplete Application
• 48% Response rate
• 53% Yes or Maybe

20. Transfer Incomplete App
• 24.6% Responded Yes or
Maybe

21. Summer BBQ
• 31 RSVP’d
• 61% Attended

22. Deposit Campaign
• 24% Response Rate
• 30% Yes or Maybe
• 70% No
• 61% told us where they
were going

23. Facebook 2016
• 15% New Fans

24. Transfer Incentive Award

25. Transfer Incentive Award
• 52 Responses
• 49 Yes or Maybe
• 608 Visitors to Landing Page

26. • Campus Visit Programs
• High School Visits
• Summer Melt
• Retention
• Fundraising
Other
Campaigns

27. [http://pewinternet.org/~/media//Files/Reports/2012/Real%20Time%20Charitable%20Giving.pdf]
1 in 10 American adults have
texted a charitable donation
from their phones.

28. SURVEY
How many of you have clicked on a QR code?
684363 YES
684364 NO
684365 Sometimes
Text to 37607

30. QR Codes
Admissions Materials
Westminster Videos
Postcard about Transfer
Scholarship
Special Landing Page
With more information
Postcard to High School
Seniors
Facebook Page for
Incoming Students

31. Location-based Marketing
“Claim Your School”

32. Location-based Marketing
FOURSQUARE
• We have 12 buildings set up as venues.
• 3,726 check ins on campus (all venues)
• 1,486 check ins at flagship building (Converse Hall)
DEMOGRAPHICS

33. SCVNGR

34. Recent Noel Levitz E-Expectations
Reports shows 76% of students
surveyed use Facebook via mobile
device.
[ww.noelevitz.com]

35. http://www.jeffbullas.com/

36. 3[http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies]
There are 5 times as many
cell phones as there are PC’s.

37. Mobile Search

38. Mobile search up 400%
[http://pewinternet.org]
91% of adults use search
engines to find information on
the Web, including 59% who
do so on a typical day.

39. 28% of cell owners use
phones to get directions or
recommendations based on
their current location.
[http://pewinternet.org]

40. 52% of students went to a college’s mobile website

41. Voice Messaging

42. [http://pewinternet.org/]
Teen Data
• According to the Pew Internet Project’s 2011 Survey
87% of teens 14-17 have a cell phone
• 31% of teens ages 14-17 have a smartphone
• 91% of teen smartphone ownership use social
networking sites
• 49% of teens who with a mobile phone have gone
online in the last 30 days; 92% of teen smartphone
owners have gone online in the 30 days

43. • Get Creative.
• Know your Audience.
• Plan.
• Measure.
• Resources & Budget.

44. For a free demo of
Blackboard ConnectTxt
Text DEMO
to 97178