Text Messaging by Authorized University Officials Policy

Policy Statement

Messages intended for students are best communicated by the SUNY Brockport website, regular email, printed materials and the University’s Customer Relationship Management (CRM) email and text messaging platform. Employee text messaging with students should be strictly related to the business of the University and abide by ethical and professional expectations.

Text messaging is intended to supplement the SUNY Brockport communications strategy, and this policy is devoted to the texting medium.

NOTE: This policy is intended to enhance Enrollment Management-related communication efforts, for non-emergency use. Emergency text messages are sent by designated individuals using the RAVE platform. Please contact the Emergency Manager with any questions regarding SUNY Brockport’s emergency guidelines or call University Police via (585) 395-2222 for emergencies.

Purpose/Scope

Text Messaging Across the Student Lifecycle

Text messaging (which includes SMS and MMS messages) can be used by authorized university officials to relay information about cancellations, admissions and academic requirements or deadlines, registration information, financial aid, and other matters that are time sensitive and necessary for student success. This policy is intended to provide parameters for text messaging individual students and groups of students regarding their business relationship with the University, and does not address faculty communications with students on academic matters. Employees should generally avoid text messaging students outside of established communication plans and processes.

Texting Prospective Students

For prospective student communication, an opt-in process should be adopted for use of text messaging. UG Admissions and the Center for Graduate Studies can gather student permission through the application process, on a request for information form, or an inquiry card. Other forms of communication such as emails, phone calls, and direct mail should be treated through an opt-out process that provides students the opportunity to individually opt-out to each communication channel. If a prospective student does not choose to attend the institution, they will be automatically removed from receiving future communications.

Staff in the Admissions, EOP, Financial Aid, Registration & Records, the Academic Success Center and Athletics departments who will typically be responsible for texting with prospective students through the CRM will require approval from the VP for Enrollment Management.

The types of text messages that can be sent to prospective students include:

1. Application status - submitted, incomplete, missing documents, etc.
2. Financial Aid status - FAFSA deadline, submitted, missing documents, scholarships, work study, etc.
3. Campus visit/tour/orientation information - visit confirmation, reminder, survey, etc.
4. Admission status - congratulations on acceptance, enrollment next steps, advisor introduction, deposit due, etc.
5. Academic Advising & Registration
6. Athletics - recruiting, official visit, letter of intent, etc.

Texting Current Students

Staff in the enrollment management and student affairs areas, such as the Academic Success Center, Residence Life, EOP, Financial Aid, Athletics, and Registration and Records who will typically be responsible for texting with current students through the CRM will require approval from the VP for Enrollment Management.

The types of text messages that can be sent to current students include:

1. Advisement & Academics – registration reminders, add/drop deadline, major selection, transfer credits, academic interventions, etc.
2. Housing - housing application/deposit, policies, events, etc.
3. Financial Aid & Finances - FAFSA deadline, submitted, missing documents, scholarships, work study, payment plan options, etc.
4. State Financial Aid – application status, missing documents, etc.
5. Issues related to the student(s) ability to continue as an enrolled student at SUNY Brockport.

Applicability

This policy applies to all SUNY Brockport faculty, staff, and students.

Definitions

Authorized (University) Text Messaging Official — Authorized Enrollment Management, Title IX, and Student Affairs staff are the only individuals on campus granted permission to text groups of constituents regarding university-related business matters.

MMS — Multimedia Messaging Service, abbreviated as MMS, is whenever you send a text with an attached file, like a picture, video, emoji, or a website link.

SMS — Short Message/Messaging Service, commonly abbreviated as SMS, is a text messaging service component of most telephone, Internet and mobile device systems. It uses standardized communication protocols that let mobile devices exchange short text messages.

Policy Procedures

Text Messaging Guidelines

Each approved text messaging department within Enrollment Management, Title IX, and Student Affairs must appoint at least one authorized text messaging official to be responsible for monitoring and approving text messaging requests on behalf of their department to ensure compliance, who must be approved by the appropriate Vice President.

Text messaging will occur through approved software platforms. Staff should use these systems rather than their personal cell phone devices.

Opt-In and Opt-Out Management & Procedures

Students must opt-in (provide name and mobile number) to receive text messages from non-essential departments (those not listed below) and ensure their contact information held by SUNY Brockport is current. SUNY Brockport will make available a form on the website, email, or paper form for this purpose. Students must have the ability to opt-out at any time. Exceptions to this rule are limited to the Academic Success Center, Student Conduct, Title IX, Residential Life/Learning Communities, the Registrar, and Financial Aid departments, which may auto opt-in students, who can choose to later opt-out.

If a student chooses to opt-out of receiving text communications from a specific department, they are not automatically opted-out from other departments. Students should have the ability to text ‘STOP’ or ‘OPT-OUT’ at any time to opt-out of messages.

Text Message Content

Messages should be as concise as possible (while still maintaining a conversational tone) and should address the student directly by name or with “you/your.” They should include essential points and, if needed, further instruction (e.g. Check your email for full details).

Authorized text messaging officials must abide by all policies and ensure the following:

1. Content is accurate.
2. Wording is appropriate and fits the institution’s voice and brand.
3. Tone is casual but professional and ends with a question when a response is desired.
4. List of recipients is correct and relevant to the message being sent.
5. Information within the message is directly related to the student and/or their studies.
6. Message clearly states the action that the student needs to take or how the information impacts the student, and who to contact for additional information.
7. All messages must be tagged with the appropriate identifier so recipients can immediately recognize who it’s from. For example, if an authorized text messaging official is sending an initial text message, open with, “Hi Becky, it’s Chris Smith from Admissions.” On all subsequent communications, authorized text messaging officials can sign off at the end of a text message: “– Chris Smith, Admissions.”
8. The number of text messages sent are appropriate and limited, to ensure the recipients will continue to regard the text messages as important information and do not choose to opt-out of future text communications.
9. Messages are sent with adequate time for a response, action, or activity.
10. Abbreviations and text messaging lingo are not used.
11. Emojis approved for use by the institution are used appropriately, with no more than one emoji per message. Not every text message should include an emoji.
12. Hyperlinks are used sparingly, and the full website URL is referenced.
13. Students are encouraged to check their email or a website for more information.

Emergency vs. Non-Emergency Communications

Text messaging must not be used as the sole means of communicating an essential message or announcement. The text message must be supplemented by some other means of communication, such as an email, phone call, or paper notice, to ensure that all students, including those who have not opted-in, receive the message.

For any emergency-related communication, please consult the Emergency Manager for the emergency communication policy or call University Police via (585) 395-2222.

Non-emergency text messaging must NOT be used for the following:

1. Sole method of communication - to ensure that students that have opted-out still receive this information.
2. Communicating personal or confidential information (e.g. GPA, academic standing, student ID, etc).
3. Sending non-essential general information to large populations (e.g. Fall classes start Monday!).
4. Personal matters (e.g. items for sale, farewell messages).
5. Appeals on behalf of individuals or groups of students (e.g. to attend social, cultural, or sporting events, unless the student opted-in for these text messages).
6. Sending any messages containing social security numbers, passwords, credit card numbers, or any FERPA-protected data.
7. Emergency alerts.

Response Timeframe

Text messages should only be sent during designated business hours (e.g. between 9:00am and 5:00pm Monday-Friday) to be respectful of a student’s time and the team’s availability to respond.

Any incoming replies to messages should be reviewed and responded to in a timely manner (preferably within 24 hours), to provide optimal student support and prevent future messages from being ignored or a student opting-out.

If a staff member is out of the office for an extended period, they are required to create an “Out of Office” away message with information about how a student can receive assistance in their absence, such as another staff member’s contact information.

Text Messaging Approvals and Institution Policies

Authorized Enrollment Management and Student Affairs staff are the only individuals on campus that can send a business-related text message to groups of students. Prior approval from the appropriate Vice President, or designee, is required. Individuals wanting a message sent on their behalf must follow approved departmental communication plans. Approval to send any additional messages must be received by the authorized department representative, designated by the supervising Vice President. Authorized text messaging officials do not need prior approval to send periodic messages.

Text messages containing images or video must be reviewed and approved in advance by University Communications to ensure proper logo usage, branding, colors, fonts, voice, etc.

Links to Related Procedures and Information

There are no links for this policy at this time.

Contact Information

Emergency Manager

Vice President for Enrollment Management

History (in descending order)

Item	Date	Explanation
Next Review Date	2029-04-25	Five-year review
Adoption Date	2024-04-25	Policy Adopted
Draft Review Date	2024-03-25	Draft Policy under 30-day Campus Review

Approval

This policy was approved by President’s Cabinet on 2024-04-25