The Ohio State University: Setting the Context
While colleges and universities still rely on traditional marketing methods (website, direct mail, admission recruiters, etc) to attract prospective students, many higher education institutions have begun to discover the power of mobile technologies to increase student retention and enhance alumni/donor engagement.
According to a Chronicle of Higher Education article in its February 28, 2012 issue , one-third of all students switch higher education institutions before earning a degree. In fact, four-year public universities had the highest transfer "out" rate by students when compared with four year-private colleges and four-year for-profit schools. Thus, student retention is an important priority when trying to build brand loyalty and ensure the financial stability of a higher ed institution.
Additionally, implementing mobile solutions allows students to efficiently and effectively access their personal financial and academic information, alleviating staff workloads and demands. And, mobile apps with integrated location-aware technology can help students more easily navigate a large campus.
Mobile communications can also play an important role in engaging alumni and other important constituent groups (donors, prospective and current parents, etc.) As state appropriations decrease, public universities depend more than ever on the generosity of alumni and benefactors to financially support and sustain their schools' missions. Ohio State is currently involved in a $2.5 billion fundraising campaign for capital improvements, academic programming and faculty endowments. When used strategically, mobile technologies can be another "tool in the toolbox" for engaging and cultivating current and future donors.
According to a Chronicle of Higher Education article in its February 28, 2012 issue , one-third of all students switch higher education institutions before earning a degree. In fact, four-year public universities had the highest transfer "out" rate by students when compared with four year-private colleges and four-year for-profit schools. Thus, student retention is an important priority when trying to build brand loyalty and ensure the financial stability of a higher ed institution.
Additionally, implementing mobile solutions allows students to efficiently and effectively access their personal financial and academic information, alleviating staff workloads and demands. And, mobile apps with integrated location-aware technology can help students more easily navigate a large campus.
Mobile communications can also play an important role in engaging alumni and other important constituent groups (donors, prospective and current parents, etc.) As state appropriations decrease, public universities depend more than ever on the generosity of alumni and benefactors to financially support and sustain their schools' missions. Ohio State is currently involved in a $2.5 billion fundraising campaign for capital improvements, academic programming and faculty endowments. When used strategically, mobile technologies can be another "tool in the toolbox" for engaging and cultivating current and future donors.