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Txt4Success: Using Text Messages
to Engage Low-Income Students
Alex Bartz, Summer Search
Miranda Palter, Signal Vine
Haley...
‣ Gain a better understanding of the power of text
messaging as a tool to promote college access and
success
‣ Learn how t...
THE ROAD TO AND THROUGH
COLLEGE IS FULL OF
COMPLEX
INFORMATION
COMMUNICATION IS
CHANGING
STUDENTS
DON’T READ
EMAIL
SOCIAL
MEDIA
IS
FRAGMENTED
AND
90%+ OF STUDENTS TEXT
CAPTIVATE
TEXT MESSAGES:
CAPTIVATE
SIMPLIFY
TEXT MESSAGES:
CAPTIVATE
SIMPLIFY
INTERACT
TEXT MESSAGES:
CAPTIVATE
SIMPLIFY
INTERACT
NUDGE
TEXT MESSAGES:
TEXTING
WORKS
Summer Nudging: Can Personalized Text
Messages and Peer Mentor Outreach
Increase College Going Among Low-
In...
11% increase
in matriculation
20% increase
in persistence
OUTCOMES IN COLLEGE ACCESS & SUCCESS
50
60
70
80
No Texts Texts ...
S U M M E R S E A R C H
S U M M E R S E A R C H :
H E L P I N G YO U N G P E O P L E S O A R
APRIL 2016
1
S U M M E R S E A R C H
BEGIN. BELIEVE. BECOME.
Summer Search offers a life-changing program for low-
income students that...
S U M M E R S E A R C H
OUR REACH
A national youth development nonprofit, Summer Search
helps students develop the skills ...
S U M M E R S E A R C H
OUR APPROACH
4
S U M M E R S E A R C H
OUR IMPACT
5
S U M M E R S E A R C H
OUR RESULTS
6
5,700
S i n c e o u r i n c e p t i o n w e h a v e
i n v e s t e d i n
s t u d e n ...
S U M M E R S E A R C H
WHY THE TEXTING PILOT?
7
Launched in response to interest and momentum from the
network to integra...
S U M M E R S E A R C H
TEXTING PILOT OVERVIEW
From October 2015 to October 2017, North Bay juniors and seniors
receive ac...
S U M M E R S E A R C H
PILOT DETAILS: PLANNING
Research
platforms
Participate in
trainings
Learn from
early adopters
Lear...
S U M M E R S E A R C H
PILOT DETAILS: COMMUNICATION
• Animated Video
• FAQ
• Newsletter Update
10
S U M M E R S E A R C H
PILOT DETAILS: IMPLEMENTATION
• North Bay Students from Class of 2016
and Class of 2017
• One loca...
S U M M E R S E A R C H
PILOT DETAILS: EVALUATION
The evaluation measures the impact of the texting platform on:
1. Studen...
S U M M E R S E A R C H
PRELIMINARY RESULTS: ENGAGEMENT
13
87 students enrolled
8 students opted out
84% engagement
56% hi...
S U M M E R S E A R C H
MESSAGES PROMPT STUDENT ACTION
14
S U M M E R S E A R C H
MESSAGES HELP TRACK STUDENT PROGRESS
15
S U M M E R S E A R C H
MESSAGES ENCOURAGE PARTICIPATION
16
S U M M E R S E A R C H
STUDENT SPOTLIGHT
Geni / Summer Search Class of 2016
17
S U M M E R S E A R C H
KEY LESSONS LEARNED
1. Place key stakeholders at the center.
2. Iterate and adopt plans based on w...
SCALE
TIME
PRIVACY
OVERSIGHT
METRICS
Hi [First_Name], this is [Advisor]. Have you signed up
yet for orientation at [College]? Make sure you do this
by [Orienta...
Hi Sara, this is Dave.
PERSONALIZATION
RELEVANCE
TIMELINESS/URGENCY
CALL TO ACTION
SAVE TIME WITH DATA-DRIVEN MESSAGING
Hi Sara, this is Dave. Have you
signed up yet for orientation at The
College of New Jersey?
PERSONALIZATION
RELEVANCE
TIME...
Hi Sara, this is Dave. Have you
signed up yet for orientation at The
College of New Jersey? Make sure
you do this by 9/1/2...
Hi Sara, this is Dave. Have you
signed up yet for orientation at The
College of New Jersey? Make sure
you do this by 9/1/2...
SAVE TIME WITH DATA-DRIVEN MESSAGING
Hi Sara, this is Dave. Have you
signed up yet for orientation at The
College of New J...
ENSURE PRIVATE INTERACTIONS
Student Phone ViewPlatform View
Dave
Dave
OVERSEE COMMUNICATIONS
IN A MULTI-USER INBOX
CAPTURE METRICS IN A DASHBOARD
SIGNAL VINE IS AND IS NOT
One-Way Alerts
Mass Texting
Mobile Marketing
Downloaded
Two-Way Engagement
Personalized & Releva...
INCREASING
CONNECTIONS
IMPROVING
OUTCOMES
QUESTIONS?
MIRANDA PALTER
Signal Vine, LLC
miranda@signalvine.com
(310) 985-1335
HALEY TROST
Signal Vine, LLC
haley@signalvine.com
(2...
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Signal Vine slides for NPEA 2016

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Signal Vine slides for NPEA 2016

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Signal Vine slides for NPEA 2016

  1. 1. Txt4Success: Using Text Messages to Engage Low-Income Students Alex Bartz, Summer Search Miranda Palter, Signal Vine Haley Trost, Signal Vine
  2. 2. ‣ Gain a better understanding of the power of text messaging as a tool to promote college access and success ‣ Learn how to implement effective text messaging campaigns and content to engage students and encourage them to act ‣ Gain insight from students’ and practitioners’ initial feedback in utilizing and implementing texting LEARNING OUTCOMES
  3. 3. THE ROAD TO AND THROUGH COLLEGE IS FULL OF COMPLEX INFORMATION
  4. 4. COMMUNICATION IS CHANGING
  5. 5. STUDENTS DON’T READ EMAIL
  6. 6. SOCIAL MEDIA IS FRAGMENTED AND
  7. 7. 90%+ OF STUDENTS TEXT
  8. 8. CAPTIVATE TEXT MESSAGES:
  9. 9. CAPTIVATE SIMPLIFY TEXT MESSAGES:
  10. 10. CAPTIVATE SIMPLIFY INTERACT TEXT MESSAGES:
  11. 11. CAPTIVATE SIMPLIFY INTERACT NUDGE TEXT MESSAGES:
  12. 12. TEXTING WORKS Summer Nudging: Can Personalized Text Messages and Peer Mentor Outreach Increase College Going Among Low- Income High School Graduates? Freshman Year Financial Aid Nudges: An Experiment to Increase FAFSA Renewal and College Persistence Summer Melt: Supporting Low-Income Students Through the Transition to College Prompting Active Choice Among High-Risk Borrowers: Evidence from a Student Loan Counseling Experiment Castleman & Page, January 2014 Castleman & Page, December 2014 Castleman & Page, October 2014 Barr, Bird, & Castleman, January 2016
  13. 13. 11% increase in matriculation 20% increase in persistence OUTCOMES IN COLLEGE ACCESS & SUCCESS 50 60 70 80 No Texts Texts Texts w/o Defined College Plans Impact on College Enrollment
  14. 14. S U M M E R S E A R C H S U M M E R S E A R C H : H E L P I N G YO U N G P E O P L E S O A R APRIL 2016 1
  15. 15. S U M M E R S E A R C H BEGIN. BELIEVE. BECOME. Summer Search offers a life-changing program for low- income students that transforms what they believe is possible for themselves. 2
  16. 16. S U M M E R S E A R C H OUR REACH A national youth development nonprofit, Summer Search helps students develop the skills and character traits they need to become college educated leaders who give back to their families and communities. 3
  17. 17. S U M M E R S E A R C H OUR APPROACH 4
  18. 18. S U M M E R S E A R C H OUR IMPACT 5
  19. 19. S U M M E R S E A R C H OUR RESULTS 6 5,700 S i n c e o u r i n c e p t i o n w e h a v e i n v e s t e d i n s t u d e n t s n a t i o n a l l y a n d c u rre n t l y s e rv e a b o u t 3 ,4 0 0 s t u d e n t s p e r y e a r. 98% o f o u r s t u d e n t s gra d u a t e f ro m h i g h s c h o o l . 89% o f o u r gra d u a t i n g s e n i o rs m a t ri c u l a t e t o c o l l e ge 71% o f c o l l e ge s t u d e n t s gra d u a t e d w i t h a B a c h e l o r’ s d e gre e
  20. 20. S U M M E R S E A R C H WHY THE TEXTING PILOT? 7 Launched in response to interest and momentum from the network to integrate texting into our service delivery model. Two challenges we aim to address through pilot: 1. Declining student engagement for students during re-entry after their summer experience. 2. Declining student engagement during senior year, particularly during summer where disengagement can lead to failure to matriculate to the student's intended college. The pilot also aims to increase time spent on insight mentoring.
  21. 21. S U M M E R S E A R C H TEXTING PILOT OVERVIEW From October 2015 to October 2017, North Bay juniors and seniors receive actionable personalized messages twice per month that help them complete logistical steps as they prepare for second summer experiences and college. Goals: 1. Increase student engagement toward programmatic involvement reaching various milestones. 2. Increase students’ timely follow-through on critical steps toward their summer experience and college matriculation. 3. Free-up mentors to spend more time focused on insight mentoring. 8
  22. 22. S U M M E R S E A R C H PILOT DETAILS: PLANNING Research platforms Participate in trainings Learn from early adopters Learn from other organizational users Secure buy-in & funding 9
  23. 23. S U M M E R S E A R C H PILOT DETAILS: COMMUNICATION • Animated Video • FAQ • Newsletter Update 10
  24. 24. S U M M E R S E A R C H PILOT DETAILS: IMPLEMENTATION • North Bay Students from Class of 2016 and Class of 2017 • One local site staff responding to all ~80 students, devoting about 90 minutes to respond with each scheduled message. • Printed reports to share at staff meetings and platform data entered into student data base. 11
  25. 25. S U M M E R S E A R C H PILOT DETAILS: EVALUATION The evaluation measures the impact of the texting platform on: 1. Student engagement, satisfaction and outcomes. 2. Staff satisfaction. 3. Time spent on insight mentoring. 12 Pilot Year 1 • Implementation • Feasibility Pilot Year 2 • Student engagement • Student outcomes
  26. 26. S U M M E R S E A R C H PRELIMINARY RESULTS: ENGAGEMENT 13 87 students enrolled 8 students opted out 84% engagement 56% high engagement 69% avg response rate
  27. 27. S U M M E R S E A R C H MESSAGES PROMPT STUDENT ACTION 14
  28. 28. S U M M E R S E A R C H MESSAGES HELP TRACK STUDENT PROGRESS 15
  29. 29. S U M M E R S E A R C H MESSAGES ENCOURAGE PARTICIPATION 16
  30. 30. S U M M E R S E A R C H STUDENT SPOTLIGHT Geni / Summer Search Class of 2016 17
  31. 31. S U M M E R S E A R C H KEY LESSONS LEARNED 1. Place key stakeholders at the center. 2. Iterate and adopt plans based on what you learn. 3. Build a system to collect and disseminate student information. 4. Students are responsive to the text messages. 18
  32. 32. SCALE TIME PRIVACY OVERSIGHT METRICS
  33. 33. Hi [First_Name], this is [Advisor]. Have you signed up yet for orientation at [College]? Make sure you do this by [Orientation_Date]. Register here! [College_Webpage] SCALE COMMUNICATIONS WITH MESSAGE PROGRAMS
  34. 34. Hi Sara, this is Dave. PERSONALIZATION RELEVANCE TIMELINESS/URGENCY CALL TO ACTION SAVE TIME WITH DATA-DRIVEN MESSAGING
  35. 35. Hi Sara, this is Dave. Have you signed up yet for orientation at The College of New Jersey? PERSONALIZATION RELEVANCE TIMELINESS/URGENCY CALL TO ACTION SAVE TIME WITH DATA-DRIVEN MESSAGING
  36. 36. Hi Sara, this is Dave. Have you signed up yet for orientation at The College of New Jersey? Make sure you do this by 9/1/2016. PERSONALIZATION RELEVANCE TIMELINESS/URGENCY CALL TO ACTION SAVE TIME WITH DATA-DRIVEN MESSAGING
  37. 37. Hi Sara, this is Dave. Have you signed up yet for orientation at The College of New Jersey? Make sure you do this by 9/1/2016. Register here! www.tcnj.pages.tcnj.edu PERSONALIZATION RELEVANCE TIMELINESS/URGENCY CALL TO ACTION SAVE TIME WITH DATA-DRIVEN MESSAGING
  38. 38. SAVE TIME WITH DATA-DRIVEN MESSAGING Hi Sara, this is Dave. Have you signed up yet for orientation at The College of New Jersey? Yes No Make sure you do this by 9/1/2016. Register here! www.tcnj.pages.tcnj.edu Great! Your orientation date is 9/1/2016. For more information about what to bring, check out www.tcnj.pages.tcnj.edu
  39. 39. ENSURE PRIVATE INTERACTIONS Student Phone ViewPlatform View Dave Dave
  40. 40. OVERSEE COMMUNICATIONS IN A MULTI-USER INBOX
  41. 41. CAPTURE METRICS IN A DASHBOARD
  42. 42. SIGNAL VINE IS AND IS NOT One-Way Alerts Mass Texting Mobile Marketing Downloaded Two-Way Engagement Personalized & Relevant Education-Focused Native SMS
  43. 43. INCREASING CONNECTIONS
  44. 44. IMPROVING OUTCOMES
  45. 45. QUESTIONS?
  46. 46. MIRANDA PALTER Signal Vine, LLC miranda@signalvine.com (310) 985-1335 HALEY TROST Signal Vine, LLC haley@signalvine.com (240) 672-4267 ALEX BARTZ Summer Search abartz@summersearch.org (614) 499-2653

Signal Vine slides for NPEA 2016

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