ESM Launches Alternative Contact Strategy for Higher Education Institutions

Innovative digital approach proven to increase overall contact rate by as much 11 percent and conversion rates by 17 percent

(HIGHLANDS RANCH, CO – JUNE 9, 2008) ESM, the leading student relationship management provider that helps educational institutions increase enrollment and retention, today announced an innovative new program that capitalizes on digital communications to increase contact rates with and accelerate conversion of prospective students in higher education. The new approach to student acquisition, called the “Alternative Contact Strategy,” utilizes text messaging, voice mail, caller ID, chat and click-to-call technologies to engage prospective students.

Currently in use with a pool of ESM’s existing clients, ESM has demonstrated increases in contact rates as high as 11 percent with the new program, while overall success rates have increased by 17 percent at schools that have implemented the Alternative Contact Strategy program.

“With nearly half of the leads being generated by colleges and universities coming from cell phone numbers instead of land lines, and only 19 percent of initial attempts to reach these prospects going answered, it is critical that institutions optimize their use of technology to successfully convert prospective students,” said Murray Smith, chief marketing officer at ESM. “The use of strategic caller ID, text messaging and other emerging technologies in the engagement of prospective students improves the odds that a student will respond to a school’s outreach and participate in the crucial early-stage dialogue that results in conversion.”

The key to the Alternative Contact Strategy program is dual-fold: inform prospects about who is calling them, and provide prospects with alternate means through which to contact the institution of interest. Through text messaging, voicemail messages and the strategic use of caller ID, prospective students are more likely to respond to outreach by identified institutions. For example, ESM has found that by utilizing a local number or the institutions name on outbound caller ID, there is a significant increase in contact rates. Additionally, the new program capitalizes on chat and click-to-call features that provide alternative means for the prospective student to reach the call center.

One such school that has benefited from ESM’s Alternative Contact Strategy is Harrison College, formerly known as Indiana Business College. According to Marc Konesco, vice president of marketing and enrollment at Harrison College, “under a beta test, we saw the speed of contact with prospective students increase by 30 percent. This increase has allowed Harrison College to better serve its students and has been a key component of our recent enrollment success.”

For a free demo or to learn how to implement an alternative contact strategy to increase institutional enrollment objectives, contact Murray Smith at 1-800-207-1983 ext. 4490 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it .