SMS case study - The University of Louisville - Mobile Marketer - Case studies

SMS case study - The University of Louisville

By Giselle Tsirulnik

November 3, 2010

The SMS campaign proved to be affective

Name and city and state of marketer
The University of Louisville, Louisville, KY

Name and city and state of agency or marketing services firm
Call-Em-All, Frisco, TX

Duration
Campaign is ongoing

Objective
Every year, University of Louisville struggled to effectively communicate with thousands of prospective students and approximately 2,600 incoming students.

Lousiville freshman were met with a flurry of information while they hastily assimilated to campus culture.

It was an ongoing challenge to effectively update students with information about campus events, orientation activities, contests and special programs.

And since prospective students typically are not accustomed to checking their email regularly, Louisville needed a solution that would allow it to quickly and easily contact all of our incoming students.

Target audience
Incoming students at University of Louisville

Strategy
Beginning in June, Louisville used Call-Em-All to send text message blasts to approximately 500 incoming freshman who opted-in to receive information on campus events, contests and more.

Tactics
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 flood of responses was astounding.

Results
The Louisville text messaging campaign provided another avenue for outreach to incoming freshman.

What next
In the future, Louisville plans to use Call-Em-All text to reach out to prospective students with information on campus visits, application deadlines and more.

Lessons learned
Incoming students love to text and Louisville found that it is the easiest and fastest way to get a response.

Surprise finding
Each text message blast takes just minutes to set up � allowing Louisville to issue messages on the fly.

The Call-Em-All platform is easy-to-use and incredibly user-friendly. Louisville can set up text message blasts in under two minutes.

Furthermore, Call-Em-All enables Louisville to easily track how many students receive and open each text message.

This allows the admissions office to know which students they may need to contact using additional outreach strategies.

Executive�s name, title and company for response attribution
Elizabeth Fitzgerald, coordinator of communications for University of Louisville�s office of admissions.

Strategy quote�
��Incoming freshman have a lot on their plate�and they often aren�t used to checking their new Louisville e-mail account. We needed a new way to reach students quickly and effortlessly. Text messaging allows us to connect with students so they feel a part of the campus immediately.�

- Elizabeth Fitzgerald, coordinator of communications for University of Louisville�s office of admissions.

What challenge did mobile address quote (from same executive above)
��We always challenge ourselves to find fun and creative ways to communicate with our students, and text messaging provided the prefect outlet for communication. Call-Em-All�s group texting platform allowed us to quickly and easily contact all of our incoming students.�

via mobilemarketer.com

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