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, there is generally little activity driving young people to these sites beyond email—a channel young people don’t use frequently. Websites, emails, and old-school social media just don’t cut it with young people anymore. They don’t inspire action.
College Board is a resource rich organization with an aim to help students succeed in high school and college. But they needed to more effectively deliver to young people the breadth and depth of resources and services they offer. We knew the exact platform they needed to use – SMS.
We developed College Board’s SMS platform and converted its Big Future resources to text-friendly flows, increasing engagement by 11x over email. What started as a 3,000-person pilot quickly expanded to effectively reach over 100,000 students. We’ve since built the organizational strategy for College Board to expand reach to 3 million students in 2018 and beyond.
We increased engagement with their content by 11x over email and successfully scaled their SMS initiative from a 3,000-pilot to a 3MM-person program.