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Syracuse Sends Personalized Video Messages to Admitted Students to Stop ‘Summer Melt’

June 15, 2011, 5:55 pm

Incoming students of Syracuse University's Newhouse School received personalized videos from prominent alumni welcoming them to the fall semester.

Incoming freshmen at Syracuse University’s Newhouse School of Public Communications received a different kind of message welcoming them to the fall semester—personalized videos from two prominent alumni.

On Friday, freshmen received e-mails with links to 30 second-long videos from Dennis Crowley, co-founder of Foursquare, and Contessa Brewer, an MSNBC anchor.

Officials describe the videos as “hyperpersonalized.” Each video begins with Ms. Brewer or Mr. Crowley saying the first name of the recipient, followed by a brief general message. Recording a personal intro for each of the more than 300 students took some practice, pronunciation keys, and a few hours.

In recent years, universities have experimented with different ways of staying connected with incoming students to reduce what is called “summer melt,” where colleges see their enrollments dip after students decide, for one reason or another, to change plans. Gambits to stop the melt include universities beefing up their social-media presence, keeping a blog, or even sending out T-shirts to keep committed students interested.

Lorraine Branham, dean of the Newhouse School, came up with the idea after meeting with Eric Frankel, a Newhouse alumnus, earlier in the year. Mr. Frankel is chief executive of StarGreetz, a marketing start-up that specializes in personalized digital messages using celebrities and other popular figures.

“It occurred to me that it would be a nice thing if we could do something like this with our incoming freshmen using a couple of our alums,” Ms. Branham said.

“It’s not as if they didn’t know that they were admitted,” Ms. Branham said. “It’s an additional little message to them to let them know how excited we are about them coming and how special they are—sort of the icing on the cake.”

Unfortunately for one incoming student, the name in the video that he received wasn’t his. The Maine student acknowledged the error on the wall of the Facebook group, “Syracuse University Newhouse Class of 2015.”

StarGreetz set up the messages for Newhouse free, and Mr. Frankel called it his contribution to the school for the year, according to Ms. Branham.

The Newhouse dean said she wanted a recognizable face from television as well as someone involved in social media to be the alumni who would personally welcome the students and show them that the school is on the cutting edge of technology.

Ms. Branham plans on sending the videos to future classes and said she will share the idea with colleagues at other colleges.

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  • willynilly

    Why hasn’t Duke settled these suits out of court? They clearly earned the culpability they now hold. Settle up and move forward. I love Duke, but each time this horrible incident hits the national wire services, it rekindles all the hate and disdain people assign to Duke over this inexcusable incident.

  • igopogo

    Duke can’t settle these suits for money — they tried this a number of times, including a few weeks ago. The plaintiffs insist on discovery, and jury trial, to bring matters into the open. They have the resources, from earlier settlements, to hold on forever. The last thing Duke, and the Durham Police Department, and Durham City government want is open discovery. If money had been the issue, this would have been settled long ago. I commend these young men, and their families, for seeking justice + court costs and attorney’s fees, not a payoff.

  • sand6432

    The Duke lacrosse program, as everyone knows, is hardly above reproach. While the administration at Duke may have been guilty of a rush to judgment in this particular case, the program long had a reputation before that incident of hard-partying players whose shenanigans and rude behavior were nothing for Duke to be proud about.

  • california

    These players went through years of h_ll because of false accusations by a woman with no credibility. The newspapers declared them guilty before a trial, and civil rights “leaders” rallied against them. The process was wrong, and they need to expose it. Whatever reputation the lacrosse team had, they did not rape this woman. The evidence from the beginning showed that, but they were tried unfairly in the media. Good for them to show up these university administrators, who sanctioned them with no evidence. Hopefully this will prevent something like this ever happening again, this double standard that destroyed their lives for several years, and the credibility of Duke, the press, and the civil rights “leaders.”

  • http://twitter.com/tsand Todd Sanders

    I read the headline and got really excited… but the project lost its appeal when I realized that a “personalized” message can also mean a mass produced “insert name here” message. I applaud the attempt to connect, but it leaves me wanting more.

    Calls from Santa worked like a charm, but only if he knew what was on my wish list.

  • http://twitter.com/jharrisbabson Jessie Harris

    wish we could watch the video…disappointed for Newhouse re: student name snafu – regardless of “mass produced” method, this def takes personalization up a notch and does resonate with admits

  • http://ericstoller.com/blog/ Eric Stoller

    I felt exactly the same way…the carrot pulled me in, but I am still hungry. I wonder how long it would take to create actual personalized video messages?

  • academentia

    I am trying to see this initiative as keeping up with the times but unfortunately my sense that the schools are desperately trying to come up with retention measures that aren’t working (on my campus, at least) is not overtaken. Of course, incoming students need some time before becoming cynical and Contessa Brewer, Newsreader might work, at least for the first year. At least this effort doesn’t mean more work for most faculty. I receive more advising literature than publishing catalogs these days. Okay, I am exaggerating, but it’s getting close.

  • drjeff

    >  wonder how long it would take to create actual personalized video messages?

    Well, for 300 30-second messages, it would take about 5 hours to just record them, allowing 30 seconds in between to get and maybe practice the student’s name.  For truly personalized messages, it would take at least 5 minutes to write each one, and probably 5 minutes to read through and practice each one. Total: about 25 hours writing and 25 hours to record.  At least.

  • jenniferknott

    I video makes the connection between student and teacher or organization more meaningful, especially if the student is working primarily online. Customizing it with a name seems time consuming and costly. On the other hand, seeing and hearing a person’s greeting makes a difference in a student’s initial attachment and dedication to the online coursework. The message doesn’t need to be customized.

  • chemistry_guy

    I wouldn’t care at all what the admission people have to say .  I’d want to see three or four videos like this:

    Dear Penelope, or Madison, or Todd, or whatever the heck your name is,

    I am your General Chemistry Professor.  I have my PhD from _______, and I do exciting research in Nanobots that deliver a cure for cancer.   I care about students and give them credit on research papers.  I teach, and I actually enjoy it, and our lecture hall has only 30 students for General Chemistry!

    Dear Penelope,

    I am your RA in the housing system.  If your roommate vomits all over the place, I will actually do something about it!

    Dear Penelope,

    I am the Athletic Director here, and I make only $57,800 per year.  Our undergraduates get the rest of what used to be my salary to spend on pizza and smartphones!

    etc…

    The rest is just horse$%^, and should (and will) be viewed that way.

  • bbr123

    Good article which came to the correct conclusion, being not
    much will change. The Colleges of Education are caught in between three non
    perfect choices.

     

    Option number one is giving into the political pressures and
    letting local, state and federal politicians decide what should be done with
    every upcoming election. This will mean nothing changes but who gets blamed for
    the problems.

     

    The second option is holding onto the current practices and
    making small changes around the edges. This will not solve the problem either
    but allows unions to maintain control . The end result will be this taking
    place.

     

    A third option is fully accepting alternative certification
    or redefining alternative education. This opens the door for unions to not be
    in total control.

     

    It makes no common sense for students to learn biology in
    college from someone with a masters or PhD in biology and in high school from a
    teacher with certification to teach it. Either subject matter expertise in an area
    qualifies you to teach a subject or it does not. Yes, like everyone else, I had
    a few bad instructors in college. That being said most of them were able to
    teach with having a K-12 teacher certification.

  • v8573254

    I propose – adopt your penultimate paragraph and dispense with a commission.

  • educationfrontlines

    There are actually two general models for teacher education.
     
    In one, all programs for endorsements are managed under the School of Educaiton and my position as a biology teacher educator would be under an Education Dean. In such cases, and this mostly fits the larger research universities, as each educationist fad comes along, it results in another methods course that pushes out a content course (biology) and these programs turn out teachers woefully undertrained in their subjects. The theory of educationism is that you really do not need to know your subject; just learn along with the student using the latest educational philosophy.
     
    In the second type of school, often what was previously a “normal school” devoted to teacher training that now became comprehensive, my position is with the subject matter field (which it is).  I can defend against content erosion and uphold the dictum that “you can’t teach what you don’t know.” While we coordinate with the ed folks, the emphasis is dramatically different and the requirements are often twice the coursework in the content field (and fewer methods courses).  Indeed, we like to recruit our best biology students to become teachers because that underpins the future of our field.  Our teachers do better and last longer in the classroom. We are likewise unhappy with broad-brush criticism that should be directed to the educationists. Superficial one-size-fits-all political reforms unjustly damage our programs while targetting the genuine shortcomings of the big Ed Schools. 
     
    The politicos appear to think they are education experts because they were at one time students, a fallacy similar to their being experts in medicine because they were at one time patients.  
     
    John Richard Schrock