Aug 21 2025
Montcalm CC Increases Student Engagement and Reduces Melt with Personalized Texting
How JSU Scaled Grad Recruitment Communication with Texting
Jacksonville State University (JSU) improved graduate recruitment communication by implementing a texting-first strategy with Mongoose and introducing dedicated communication roles. By sending personalized, timely messages across the enrollment funnel, their small team increased student engagement, improved response rates (up to 21% on key campaigns), and saved significant staff time through automation. Texting enabled more human, responsive communication—especially for busy adult learners.
Key Highlights:
- 22 graduate communication plans launched or revamped in one year
- ~11% average response rate across graduate campaigns
- Up to 21% response rate on inquiry outreach
- Automation reduced workload for a small admissions team
- Personalized texting improved student engagement and responsiveness
Download the Full Case Study
The Shift to Graduate-Focused Communication
Jacksonville State University had already seen success using texting to support undergraduate enrollment—but graduate communication required a different approach.
Adult learners have different expectations, schedules, and communication preferences. Recognizing this, JSU created dedicated roles in 2025 to focus specifically on recruitment communications.
This shift allowed the team to move from generalized outreach to intentional, stage-based communication plans designed for graduate and doctoral students.
Why Traditional Channels Weren’t Enough
Like many institutions, JSU faced challenges with traditional communication methods. Emails were easy for students to overlook, and phone outreach didn’t always reach them at the right time.
As a result, maintaining consistent engagement—especially with busy graduate prospects—was difficult. The team needed a faster, more responsive channel that aligned with how students actually communicate.
Building a Texting-First Strategy
With Mongoose, JSU implemented a texting-first approach that supports both:
- High-volume campaigns (deadlines, events, application nudges)
- High-touch conversations (questions, check-ins, follow-ups)
Using features like campaigns, scheduled messages, personalization fields, and auto-responses, the team created communication plans that are both scalable and human.
As Madison Willingham, Coordinator of Graduate Recruitment Communication, explains:
“Texting has been one of the most effective ways for us to reach busy adults.”
What Changed: More Engagement, Less Guesswork
1. Stronger Response Rates
By leaning into texting, JSU began seeing consistent engagement across campaigns:
- ~11% average response rate
- 21% response rate on initial inquiry texts
- 10% response rate during application campaigns
Rather than relying on assumptions, the team now uses campaign data to refine messaging and timing.
2. More Meaningful Student Touchpoints
Texting enabled JSU to introduce new types of outreach—like first-day-of-class check-ins and event welcome messages.
These moments help students feel supported and create opportunities to uncover questions earlier. Madison said,
“Students’ text responses were very helpful and allowed me to identify areas where we can add more information and support.”
— Madison Willingham
3. Personalization That Drives Replies
Instead of generic messaging, JSU focuses on making texts feel like they come from a real person. Simple touches—like using a student’s name or signing messages from a recruiter—make a measurable difference in engagement.
“Messages stay warm, personal, and inviting, which encourages students to reply and start a conversation.”
— Madison Willingham
4. Time Savings for a Small Team
With only a handful of staff supporting graduate admissions, efficiency is critical. Automation plays a major role:
- Auto-responses handle common questions
- Scheduled messages reduce manual effort
- Campaigns ensure consistency across the funnel
“Mongoose saves us significant time and effort… our team is small but mighty.”
— Madison Willingham
5. Better Visibility Into Student Needs
With the Mongoose dashboard, the team can quickly understand:
- What students are asking about
- Which messages are working
- Where follow-up is needed
Trending topics and dashboard insights help shape future campaigns and reduce guesswork.
Why Texting Works for Graduate Enrollment
Graduate and doctoral students are often balancing:
- Full-time jobs
- Family responsibilities
- Complex decision-making
Texting meets them where they are—quick, accessible, and easy to respond to. At JSU, this has translated into:
- Faster responses
- More conversations
- Stronger relationships throughout the enrollment process
Looking Ahead: Scaling Across the Funnel
JSU is continuing to expand its communication strategy by building structured plans at every stage of the graduate enrollment journey—from inquiry to enrollment.
Nearly all of these plans include texting as a core channel, reinforcing its role as a primary engagement tool.
The Bigger Takeaway
JSU’s success isn’t just about sending more messages—it’s about sending the right messages at the right time, in the right channel. By combining:
- Dedicated communication roles
- Data-driven campaigns
- Personalized texting
They’ve created a scalable model for modern graduate recruitment. As Madison puts it:
“Mongoose has become an essential part of how we communicate with students. We genuinely couldn’t do this work as effectively without it.”
Download the Full Case Study
FAQs
What problem was Jacksonville State University trying to solve?
How did texting improve graduate enrollment communication?
What results did JSU see using Mongoose?
Why is texting effective for graduate and adult learners?
How does Mongoose help small admissions teams?
