Txt 4 Success! Providing college access and success counseling via text message. West Virginia HIGHER EDUCATION Policy Commission

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1 Txt 4 Success! Providing college access and success counseling via text message

2 Overview $225,000 grant from the Kresge Foundation Pilot project providing services to 14 high schools (GEAR UP)

3 Research background West Virginia s project is informed by leading researchers in this field Dr. Ben Castleman and Dr. Lindsay Page Applying principles from behavioral economics & psychology to improve college outcomes Powerful, exciting results have garnered national attention & widespread application

4 Reading list Rebecca Ross Shannon White Josh Wright Lori Knapp May 23, 2013 Using Behavioral Economics for Postsecondary Success Castleman and Page: Summer Melt: Supporting Low-Income Students through the Transition to College (2014) Castleman and Page: Freshman Year Financial Aid Nudges (2014) For Contact: Rebecca Ross Katie Martin Josh Wright Castleman and Page: Summer Nudging: Can Personalized Text Messages and Peer Mentor Outreach Increase College Going Among Low-Income High School Graduates (2013) Castleman: Prompts, Personalization, and Pay-offs: Strategies to Improve the Design and Delivery of College and Financial Aid Information (2013) Ross et al: Using Behavioral Economics for Postsecondary Success (2013) Pew Research: Internet Project (see the myriad reports related to mobile internet access and use of text messaging among various populations)

5 Primary functions Nudge Urge students to complete college-related tasks Align Provide a continuous contact point from high school into college Counsel Provide access to one-onone counseling with a professional

6 Project goals College planning guidance Increase the number of students applying for and utilizing financial aid Assist students in selecting a college and navigating the enrollment process

7 Project goals Campus connections Increase students use of campus resources Position campus and state-level staff as a continuous source of support Address summer melt by guiding students through transitional process

8 Project goals Capacity building Design a low-cost, high-impact service model allowing colleges and universities to improve access and retention Expand on the body of research surrounding next-generation student supports and engagement

9 How it works Students opt in College admissions applications Statewide merit-based scholarship application State-level college access web portal Inquiry forms collected at community events and college fairs Direct sign-up (online)

10 How it works Students receive scheduled messages according to a pre-planned campaign. Students can text our number at any time for help. A college counselor (a real person) responds!

11 How it works State-level campaign: Messages are relevant to all college-intending students. All students receive messages. Example: When reviewing your college schedule... Remember '15 to finish.' On average, you have to take 15 credit hours each semester to finish college on time. Campus campaigns: Messages provide information specific to a particular college. Some students receive messages. Example: Did u know u can register 4 fall classes now? Call & ask 4 a campus counselor 2 make an appointment.

12 Anatomy of a text Hi! It s Jess w/ GEARUP. Did u know WV 4year colleges require either the ACT or SAT? Need to take the ACT? Reg. by Jan 10 for the Feb test hop://bit.ly/1buhmos Element of personalization Timeliness/urgency Relevant information Call to action/next step

13 Student response 2,500+ student responses Questions about processes Ex: When is the deadline to apply for WV financial aid? Requests for guidance Ex: I can t decide on a college... Help!

14 How it works Campus-level messaging At various points in the campaign, students receive texts asking if they ve made a college selection Students who select a partner college are added to the campaign for that particular college. Students who select a non-partner college continue receiving only state-level messaging. Students who do not respond or text back undecided continue receiving state-level messaging and are asked again about their college choice later in the campaign.

15 Campus partners Bluefield State College small, urban, public, four-year, HBCU Concord University small, rural, public, four-year, GEAR UP partner Fairmont State University small, suburban, public, four-year Southern West Virginia Community and Technical College small, rural, public, two-year, GEAR UP partner West Virginia State University small, urban, public, four-year, HBCU, land-grant, GEAR UP partner Marshall University mid-size, urban, public, four-year

16 HEPC commitments Provide text-messaging platform Provide technical support, training, and guidance Coordinate statewide messaging

17 Campus commitments Collect and share student data with HEPC (name, cell number, , high school, birth date) Align student supports to provide a single point of contact Commit to following the statewide schedule (with options of 2-3 custom messages per month)

18 Campus commitments Provide staff to check messages daily and within one hour or any outgoing message Assist in the evaluation by providing feedback and limited data

19 Campus staffing Campus-level teams/support Consider engaging Admissions/recruitment officers Enrollment personnel Student affairs officers Student success/retention officers Academic/advising personnel Financial aid representatives Students (but only as mentors, not content experts!) Public information officers (keep them in the loop!)

20 Early outcomes Class of opt-ins Approximately half of eligible students signed up. Eleven percent have since stopped messaging (opted out). 13 months into an 18-month intervention 2,000+ student responses 300+ indicated a college choice

21 Early outcomes Class of opt-ins Opt-ins are ongoing 1 month into an 18-month intervention Nearly 500 student responses since January 6

22 Early outcomes

23 Early outcomes

24 Early outcomes

25 Early outcomes

26 Early challenges Data pollution due to student error (e.g. students reporting the wrong grade level or high school on sign up) Cell phone turnover (e.g. students change numbers or pass the phone off to younger siblings) Lack of alignment with career and technical pathways Fewer than expected responses regarding college choice Declining engagement among class of 2014

27 In the works Counseling guide and service training Refined audience segmenting Detailed in-platform analytics Evaluative study and white paper How to toolkit New pathways

28 Contact Adam S. Green, Ed.D. Vice Chancellor for Student Affairs (304) Jessica Kennedy Director of Communications and Outreach (304)

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