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Operationalizing Your Prospective Student Communications

Last month we launched new features to make it easier for colleges to manage  student communications in Scoir.

As a former communications manager in enrollment management, I know how easy it is to become overwhelmed by the hundreds of messages going out to prospective students from your institution via email, text, and carrier pigeon (kidding, sort of). The work doesn’t stop with a creative idea and some written content. Some may require more than a dozen approvals before you can hit send while others may require a graphic designer and a programmer to look just right.

Fortunately, outreach messaging in Scoir is easy to use and requires no coding or design skills. The focus is on getting the right message in front of the right student at the right time so schools can focus on building meaningful relationships. That’s why yield for Scoir students who read a message is 12% higher on average than the typical college yield. While messages can be sent on the fly at any time, we find many partner colleges prefer to have a plan in place. This can help you keep track of what messages are being sent out and cut down on any administrative work needed before and afterwards. To set you up for success, here’s our brief four step process to operationalizing your prospect comms.

 

1. Make a plan

Start by planning out message topics by month based on your school’s calendar. Be sure to think about what students are interested in and want to know about your school. If you’re not sure what prospective students are curious about, ask your current students for insights. Also think about where students are in their admissions journey. For example, seniors need to know more about application information whereas that information is less relevant for underclassmen.

We encourage partner colleges to aim for sending one to two one time messages per month per audience in addition to automated messages. Automated messages are sent when students take an action, including following or indicating they will be applying to your institution on Scoir and after their application has been submitted. One time messages are sent on a specific date and time as determined by you. Consider partnering with others on your team who write emails or social media posts for content that is resonating with students. We created this messaging calendar to help you generate topic ideas.

 

2. Draft your content

When it comes to drafting messages on Scoir, less is more. Keep your messages short like social media posts, so that students are more likely to read them fully and retain the information. I know it’s easier said than done, but don’t overthink it. We made a messaging playbook to help you strategize a student-centered approach to your messages.

Once you have your content written, it’s easier to copy and paste them into Scoir or draft them directly into Scoir. With our new save as a draft functionality, it’s easy to work inside Scoir to get your messages ready to go before it’s time to hit send. Your team members on Scoir can also see your drafts so you can get a fresh set of eyes on your content during the review process and make any needed edits. Be sure to test any hyperlinks and call to action links before sending your messages.

 

3. Schedule your messages

Set it and forget it. By scheduling your messages in advance, you reduce the amount of time and effort needed to manage a separate platform. Some partner colleges take less than a week to plan, draft, and set up their messages on Scoir. When scheduling messages, remember to think about when students will be most likely to read your messages. Eighty percent of our mobile app users have push notifications enabled, so when your messages are sent, you’ll be reaching students where they are.

 

4. Deactivate your automated messages

When you’re done with your messages for a particular season (think: the application deadline has passed), you can now deactivate your automated messages. That way you can update and reuse those messages next year to save time. Be sure to add new automated messages that make sense for where you are in the admissions cycle when you deactivate your older messages.

Looking for more messaging best practices? Reach out to your Customer Success Manager to book a messaging consultation where we’ll review your existing messages and brainstorm new ways to engage your prospective students.

Don’t have access to outreach messaging in Scoir?

Meet with our team to learn more about our enrollment marketing solutions for colleges and universities.

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