The connection between student outcomes and campus communication is undeniable. Compassionate, meaningful and well-timed messages that reach students where they are proven to help foster student well-being, a sense of belonging and academic perseverance.
Despite their good intentions, higher education leaders don’t always hit the mark when it comes to effective communication on campus. That’s especially true at a time when the way students communicate is changing faster than ever. The consequences can be significant: The wrong approach to messaging can cause students to feel isolated from their institution, miss important announcements and deadlines or fail to access resources when they need additional support—be that academic, social or emotional.
For institutions looking to strengthen their approach to communication, understanding common mistakes can be a powerful first step. Based on my own experience as a student success administrator at East Carolina University, here are the top five campus communication mistakes to avoid.
Relying on a “one-size-fits-all” communications strategy
Diversified communication channels (i.e., emails, text messages, online platforms and social media) accommodate the varied lifestyles and preferences of our students, ensuring that information is conveyed in a manner suitable for different individuals.
By implementing a multi-channel communication strategy, campuses can enhance their overall effectiveness of communication and ensure accessible information and timely updates reach students who may not engage with specific platforms.
Using unwelcoming messaging filled with industry jargon
Campuses rely heavily on email, which often reads like a textbook, filled with jargon that only campus partners understand. What we forget is Gen Z’s attention span is basically the time it takes to scroll through a couple of memes—about 8 seconds.
Adopt a new approach: Keep campus messages short, easy to read and positive. Use bullet points and add emojis or memes. For texts or emails, be concise. If you can say it in two sentences instead of a paragraph, you’re meeting their needs. If it’s more than a paragraph, include a numbered list or checklist. Add in some positive messaging to keep campus communications encouraging and supportive.
At ECU, our text message campaigns utilize targeted messages to provide crucial information, deadlines and reminders. They are written, rewritten and tested on cell phones so that we experience the student perspective. This process helps reduce campus jargon and lengthy text messages.
Not giving students a way to respond
Many large campus communication campaigns rely on platforms that solely facilitate one-way messaging. But effective communication is a dynamic conversation where everyone gets to join in and share their thoughts. Instead of relying on emails, consider text messaging campaigns which facilitate dynamic communication.
Consider the timing of messages and the operational hours of campus offices to ensure prompt responses to student inquiries. For instance, sending messages on a Friday can cause frustration among students as offices are typically closed over the weekend. Remember, whenever you are connecting students to campus offices or resources, make sure your campus partners are aware of the message campaign, so they are ready to respond.
More from UB: How to prevent AI bias in university systems
Emerging technologies like AI can play a crucial role in increasing capacity and lowering the response times of your campus offices. ECU utilizes an AI coach, powered by Mainstay and lovingly named after our mascot “PeeDee,” to proactively guide students through critical steps and help answer questions 24/7. PeeDee interacts with students via text message in a friendly and conversational way, sharing memes, gifs and emojis alongside pertinent information and announcements from campus. And when a student has a question or need only a human can address, a human is looped in and can message the student through the same text thread.
Lacking a coordinated communication plan
Engaging in communication without a strategic plan will result in inefficient campus communication. Messages get lost in translation, important updates can slip through the cracks, and students might miss out on critical information. A well-thought-out communication strategy guides campus partners, ensuring that messages are clear, timely and reach the right students.
When planning a communication plan, employ multiple platforms and identify specific timeframes for the messages. Use your academic calendar as a starting place in building a plan for coordinated messages. Collaborate with campus partners, working with other offices to develop a cadence of messages that are strategic and coordinated include multiple platforms and are focused on keeping students informed, engaged and supported throughout their academic journey.
Ignoring the student experience
Transforming campus communications begins when we shift our mindset and prioritize student experiences. Our focus changes from departmental agendas and broadcasting information to empowering students as they navigate challenges and ensure they have all the necessary resources to thrive. When we prioritize the student experience, campus communications foster a culture of success.
By creating these connections and cultivating a supportive environment, your campus will build a safety net that helps students be successful. Higher retention rates become a natural outcome because students feel connected, supported and equipped to tackle whatever challenges come their way. If you’d like to better align campus services and student support systems with communications, consider visualizing their academic experience via student journey mapping.
Effective campus communications are a vital component of driving student success. At a time when productive communication often seems hard to achieve, campuses have a unique opportunity to move beyond good intentions and embrace a proactive, inclusive approach to campus messaging that is tailored to meet the needs of our students. Let’s use strong communications practices to transform our campuses into environments where students feel supported and can thrive—one message at a time.
