Midlands Technical College - Reaching Gen Z students through mobile communications
Midlands Technical College

Reaching Gen Z students through mobile communications

Challenge

Improve communications with prospective students

Results
  • Increased attendance at Senior Day events
  • Reduced lines and wait times for prospective students
  • Modernised event registration process

Midlands Technical College modernised their communication strategy and event registration process with Ellucian CRM Recruit

Each semester, the admissions team at Midlands Technical College (MTC) invites area high school seniors to visit their campuses, learn about MTC, and get excited about going to college.

They were primarily using email to communicate with prospective students about the event but soon found that students weren’t responding or even checking their email. So, they implemented a mobile strategy to improve their communication with prospective students by reaching them where they are and improve their experience on campus.

MTC worked with Ellucian to connect a text messaging application to their constituent relationship management (CRM) solution, Ellucian CRM Recruit, and then created an advanced find for mobile communications. Text messages are sent from the CRM and appear on the dashboard in real time, so staff have all information in one place during the event.

Students are encouraged to reply to the text message with just their name to be added to the Fast Lane. This lets them skip any lines at the event.

For students who don’t respond to the text message, or who don’t have a mobile phone, they can still take advantage of mobile check-in stations. Staff are positioned around campus with the list of registrants on their smartphone. As students arrive, they can check in with a staff member and go straight to the event.

This mobile communication strategy has increased the number of students who register and show up to the event, reduced wait times, and improved efficiencies.

It gives our staff more information and gets students into the event quicker. Then, our staff will do what they do to get the students from the event to apply, be admitted, and get them to be an MTC student.

Bryan Peebles, Associate Director in Admissions and Testing, Midlands Technical College