For most important service organizations, websites serve as the hub of their valuable resources with pages upon pages packed with high-quality information and useful downloads. However, those sites often aren’t mobile-friendly and generally there is little activity driving young people to these sites beyond email—a channel young people don’t use frequently.
How can we more effectively deliver to young people the breadth and depth of resources and services we offer?
TMI developed and executed College Board’s SMS (text) platform and content and converted all its resources to text-friendly flows. From sending SAT test day reminders to hosting a text-based Q&A program about completing the FAFSA, we were able to effectively engage students in a way that was simpler and more accessible to them. And not only did this translate into greater access, but it also revitalized young people’s perceptions of College Board and its services. Based on the success of the program, we expanded from a 3K-person pilot to an ongoing program texting over 100K students in three grades. We also developed the comprehensive strategy for College Board to expand its texting program to reach up to 3 million students in 2018.