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.
In Fall 2025, the Registration journey resulted in 57.5% of returning students who received the email registering earlier than they had in Fall 2024.
Building on existing initiatives, the strategy will incorporate the Platform Awareness Journey Campaign and Dual Enrollment Initiatives to expand outreach and improve communication effectiveness. These efforts are designed to ensure that students are fully aware of the resources, tools, and opportunities available to them as they navigate their academic journey at Georgia State University.
In the next year new initiatives will launch for Student Engagement and Retention and outreach for students who intend to transfer.
Student Engagement and Retention:
Leveraging the PIN (Panther Involvement Network), the strategy will promote increased participation in student organizations, clubs, and campus events. Data indicates that students who engage by attending at least three campus events demonstrate a significantly higher likelihood of being retained at the university. Targeted communications will highlight these opportunities, encouraging deeper connection and involvement in the Georgia State community.
Intent to Transfer Outreach:
A personalized communication plan will be developed for students who have indicated an intent to transfer. These tailored messages will focus on addressing individual concerns, emphasizing academic and engagement resources, and highlighting the value of continuing their education at Georgia State University to increase student persistence and retention. This proactive approach is designed to strengthen student satisfaction and encourage continued enrollment through intentional, empathetic, and data-driven engagement.
- 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.
