Michigan State University’s recent approach to transforming student communication offers valuable insights into digital engagement’s role in supporting student success. Recognizing the need to meet students where they are, Michigan State adopted a strategic, text-based communication system to better connect with students in a timely and relevant way. This shift reflects broader trends in higher education, where institutions are increasingly embracing digital communication to improve the student experience and enhance support across campus.
The Importance of Digital Communication in Higher Education
For today’s students, mobile communication is a primary channel for receiving information. Many students balance their studies with work and personal commitments, making them less likely to engage with traditional forms of communication such as email. Michigan State University found that emails often went unopened for days or were overlooked entirely. By implementing a text-based approach, the university aimed to communicate with students in a way that aligns with their habits and preferences.
This strategic move to texting reflects a commitment to ensuring students receive important information promptly, from enrollment reminders to campus resources. The immediacy of text messaging has proven to be effective in fostering a real-time dialogue with students, which has become essential in supporting their academic and personal well-being.
Transforming Student Engagement Through Texting
Michigan State’s text-based communication strategy allows for direct, two-way engagement with students on topics that impact their success. Messages range from reminders about critical deadlines to updates on mental health resources. This targeted approach has led to higher response rates and more meaningful interactions, supporting the university’s goals of improving student engagement and retention.
One of the critical advantages of using a digital platform for texting is the ability to personalize communication based on student needs and milestones. Through segmented messaging, Michigan State has been able to reach different student groups with content tailored to their specific contexts, helping them stay on track and connected throughout their academic journey.
Key Benefits of a Text-Based Communication Approach
The webinar highlighted several high-level benefits of adopting a texting approach for student engagement, including:
- Increased responsiveness: Text messaging enables institutions to communicate with students immediately, improving response times and engagement rates.
- Support across the student journey: Texting allows for tailored outreach throughout the student lifecycle, from initial recruitment to ongoing academic support, making it a versatile tool for institutions.
- Operational efficiency: Automating reminders and updates through text messages streamlines communication and reduces the time staff spend on repetitive tasks, allowing them to focus on student support.
Strategic Takeaways for Higher Education Institutions
Michigan State’s approach underscores a broader trend in higher education toward prioritizing student-centered, digital communication. Institutions looking to modernize their communication strategies can benefit from similar approaches, ensuring they remain accessible and responsive to student needs.
By integrating text-based communication into student engagement strategies, colleges and universities can foster an environment where students feel supported, informed and connected. This shift reflects a commitment to meeting the expectations of today’s students and supporting their success through relevant, timely and accessible communication.
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