The Continuing Student Communication Strategy priority is designed to establish a streamlined, cohesive approach to communicating with our continuing student population. We have already made progress with two key units—Registration and Financial Aid—by partnering with a third-party vendor to create personalized communication journeys for these processes. Our next phase involves collaborating with each university unit that engages with continuing students to ensure a unified communication strategy that supports student success, fosters engagement, and maximizes the impact of our messaging.
The primary goal of the Continuing Student Communication Strategy is to positively impact student Retention, Progression, and Graduation (RPG) rates through a cohesive, strategically aligned communication plan. By enhancing the consistency, relevance, and timing of communications, we aim to more effectively support students as they navigate their academic journey, stay engaged with university resources, and progress toward graduation.
This project will leverage tailored communication journeys, integrate messaging across platforms, and utilize Salesforce Marketing Cloud to enhance the delivery and coordination of critical information. Through collaboration with university units and the establishment of a dedicated Enrollment Management Communications team, this project aims to create a supportive communication framework that directly contributes to student success and positively influences RPG metrics.
This approach aligns with our strategic plan by enhancing the quality and coordination of student engagement efforts, fostering a supportive campus environment, and advancing Retention, Progression, and Graduation (RPG) outcomes. Through a unified, data-informed communication strategy, we will build on Georgia State’s mission to lead in accessible, student-centered education, ensuring that our continuing students feel supported, connected, and empowered to achieve their academic and career goals.
To support this work, we are creating a dedicated Enrollment Management Communications team. Led by the Director of Enrollment Management Communications, this team will include a Public Relations Coordinator responsible for email and social media and an Associate Director specializing in Salesforce Marketing Cloud Journey Builder. We expect the full team to be operational within the coming months, with the Director role prioritized for posting. This team will lead communication efforts across student success and engagement units and oversee undergraduate admissions communications.
- Coordination Across Units and Platforms
Each unit has unique communication processes, tools, and schedules, which can complicate a unified approach. Integrating these into Salesforce Marketing Cloud will require alignment, training, and workflow adjustments. - Adapting to Student Preferences and Needs
Evolving student communication preferences require flexibility. Effective messaging may involve regular adjustments to content, balanced with operational constraints. - Resource Constraints
Moving to a centralized strategy and working with a third-party vendor requires both time and budget. As we build the Enrollment Management Communications team, timely hiring and onboarding may also be challenging. - Avoiding Over-communication
Multiple units reaching out to students risks message overload, leading to disengagement. A coordinated approach is crucial for strategic timing and content management. - Tracking and Measuring RPG Impact
Establishing metrics to assess our strategy’s impact on RPG rates is essential. However, isolating the effects of communication efforts on RPG may be challenging, necessitating robust tracking and data-driven refinements.
