Expanding the use of text messaging

Ohio State News Alerts

The Office of Marketing developed “Ohio State News Alerts” to inform the campus community of urgent changes in policy, protocol and health and safety information. More than 1 million text messages were delivered as a part of this program, with an average click rate of 5.7%.

Faculty, staff and students can manage their text message preferences within the SMS channel or on a web-based preference form. Most have chosen to continue receiving text messages, with only 0.3% opting out — well below the industry average of 2% to 4%.

Expansion of External Affairs efforts

The Office of Marketing and Advancement have partnered to use text messaging to engage new alumni, promote fundraising efforts and answer questions. The highlights of our progress:

• During the Spring Game, fans were encouraged to text ‘GIVE’ to 79912 to support student scholarships.
• The new graduate welcome series now includes both email and text options.
• The Engagement Center has implemented two-way text communications with alumni and donors (following up with constituents after phone calls and answering questions that come in through text).

Scarlet & Gray Advantage

The Office of Marketing used text messaging to reach students selected for the Scarlet & Gray Advantage Program, providing reminders in coordination with email and outreach phone calls. This additional channel allowed us to concentrate on students who had not already completed actions, read emails or talked to someone on the phone.

Event texting pilot

The College of Veterinary Medicine and the Office of Marketing collaborated to use text messaging to engage alumni at the 2022 American Veterinary Medical Association conference. The Office of Marketing mapped out consent collection; created a webform for event registration and SMS consent; and developed automated welcome messages. We also trained the Vet Med team to send their own text messages, with excellent results: 87% of registrants consented to receive text updates. The Vet Med team set up messages to be sent before, during and after the event, while maintaining flexibility to change or add messaging. This project allowed Vet Med to use email and text channels together, based on constituent preference and engagement.