Ah, admisisions season...People to meet, deadlines to make, forms to fill out, and deposits to submit—all while juggling the excitement and anxiety of finding a new school.

Helping families manage these tasks is essential for your private school, and in a time when more people have access to mobile phones than toilets, the simple, effective way to cut through the noise and deliver crucial information directly to their fingertips is just a text away.

Quick, clear communication is more important than ever, and SMS (short message service) or text messages offer a direct line to the details families need to make smart decisions for their education.

And since 98% of messages are read within three minutes of receiving them (60x faster than email), it’s an effective way to reach prospective students and their families. No more missed emails, forgotten deadlines, or games of phone tag. Just simple, timely updates that keep everyone on track.

From sharing scholarship opportunities to sending deposit reminders, your school can use SMS to keep students informed and motivated with just a few taps on a screen.

SMS for School Admissions

By harnessing the immediacy (and convenience!) of text messaging, your school can rethink the way it communicates admissions information, making it easier and less stressful for everyone involved.

Why is Sending SMS Messages So Effective?

Families are busy, and they need quick, easy-to-access information. More traditional communication, like email and phone calls, can be less effective for quick check-ins—emails may end up in spam folders or go unread, and phone calls can be missed or ignored altogether.

With a typical 160-character limit, SMS messages are short and sweet but have an incredibly high open rate. By some reports, SMS response rates are 8% higher than email. Most people read their text messages almost immediately after receiving them, and they’re much faster than emails, which only see about a 20% open rate and might sit unread in inboxes for hours, days, or forever…

Shifting Communication Preferences

Millennials, born between 1981 and 1994, were the first generation to grow up with the Internet, but their communication preferences differ from Generation Z. Millennials are more accustomed to emails and social media platforms for communication. Generation Z, on the other hand, prefers the immediacy of SMS.

Generation Z, those born between 1995 and 2010, have grown up with tech at their fingertips— literally. They prefer quick and direct communication methods like texting and often find emails too formal and time-consuming and phone calls too intrusive. Since 99% of the 18-29 age bracket (as well as 30-49-year-olds) own a device capable of receiving an SMS message, SMS fits perfectly with their fast-paced, tech-savvy lifestyle.

While emails and social media are still important, integrating SMS text messages into your admissions communication mix is crucial to meeting the expectations of younger generations.

As part of its Finalsite Enrollment inquiry form, the Key School asks prospective families for cell phone numbers. This is a great way to start communicating with parents considering the school and to notify them about the admissions and enrollment process.

Reasons to Use SMS During the Admissions Process

Using SMS during the admissions process can greatly enhance how your school communicates with prospective students and their families. Keep these reasons in mind while making the most of this communication tool:

• Stay Top of Mind: With so many schools vying for a student’s attention, regular and thoughtful SMS messages can help maintain their interest in your school. For example, after a student shows interest by signing up for a tour, send a thank-you text and remind them of upcoming events or deadlines to keep the conversation going and make sure your school remains a top choice.

Keep Reading: Stay Top of Mind With Text Messaging

• Encourage and Motivate: Applying to school can be stressful, so use SMS to encourage and motivate students. Send positive messages to keep their spirits up, such as, "You’re doing great! Remember, the application deadline is approaching. You've got this!" You can also share helpful tips and resources, like a link to a blog post on writing a strong application essay or interview tips to support them throughout the admissions process.
   
• Send Event Invitations: Engage accepted students by inviting them to special events, welcome parties, and meet-and-greet sessions with faculty and other students. SMS is a great way to send these invitations and help students feel more connected to your school community.

Dublin School uses Finalsite Enrollment’s inquiry form to collect students’ cell numbers, making it easy to send text messages with regular updates about admission events, deadlines, and more.

• Personalized Messages: Generation Z values personal connections. They want to feel like they matter, so personalize your messages by including the student's name and any other relevant details. If a student mentioned an interest in the school's art program, send a message highlighting a recent art event or achievement.
   
• Financial Information and Tuition Updates: One of the top concerns for students and their families is how much school will cost. Use SMS to provide updates on financial aid, scholarships, and tuition payments.
  • For example, “Hi [Student Name], the deadline for the [Scholarship Name] is [Date]. Make sure to apply soon! [Link to application]” can help students take advantage of financial aid opportunities.
     
• Reminders and Notifications: Students and their families have busy schedules, and important dates can easily be forgotten. To keep them on track, send reminders about application deadlines, open house dates, and scholarship opportunities. Also, notify them if their applications have missing documents or incomplete sections.

Sample SMS Messages for Admissions

To give you an idea of how to use SMS effectively, here are some example messages for different stages of the admissions process:

• “Hi [Student Name], thank you for visiting our campus! Don’t forget our open house this Saturday at 10 AM. We look forward to seeing you there! [Link to event details]”
   
• “Hi [Student Name], the deadline for your application is next Friday. Let us know if you have any questions. Good luck! [Link to application]”
   
• “Congratulations, [Student Name]! You’ve been accepted to [School Name]. We can’t wait to welcome you to our community. Orientation details coming soon. [Link to welcome page]”

Did You Know? Messaging engages students and allows them to ask questions. However, some 33% of messages sent to businesses don’t receive a response because they lack two-way messaging and chat—talk about a missed opportunity!

Using SMS After Acceptance

Once a student has been accepted, SMS plays a crucial role in keeping students excited, informed, and committed to completing the enrollment process. Here’s how to use SMS effectively after a student has been accepted:

• Keep Students Excited. Send messages that build enthusiasm about joining the school community. For example, send a warm welcome message immediately after acceptance, followed by updates on exciting events, student clubs, or opportunities available at your school throughout the spring and summer.
   
• Provide Orientation Details: Use SMS to send reminders and details about orientation sessions. Provide clear information on dates, times, locations, and what students need to bring to help them get acquainted with the school, meet peers, and start their journey on the right foot.
   
• Send Payment Reminders: Tuition payment deadlines can be forgotten, especially with all the excitement of preparing for school. Use SMS to send reminders well before payments are due. A simple message like, “Hi [Parent Name], your first tuition payment is due on [Date]. Pay online here: [Link to payment portal]” can help families avoid late fees and stay on top of their financial obligations.

Key Takeaway

For many admission offices, just the move from paper applications to online admission software was an adjustment. Nowadays, families are comfortable and even prefer the convenience of texting, and it’s time for your school to take another step forward. By using SMS to communicate details about the processes, deadlines, and hopefully, acceptances, you make the process easier and less stressful for both students and their families.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.