Spartan Connect Text Messaging Detailed Policy and Procedure

1. About Text Messaging

Text messaging can be an effective means of communicating with students in support of a variety of campaigns, and Spartan Connect (EAB Navigate) makes texting students simple. However, careful consideration must be given as to when and for what purposes texting will be most effective, in order to not diminish its effectiveness.

This document guides the purposes, practices, and expectations of utilizing text messaging for student communication.

2. Policy Overview

SJSU values communicating with current students promptly and efficiently using communication processes which engage students, without overwhelming them. Text messaging is an additional method of communication SJSU uses to communicate directly to students, and is conducted only in accordance with this policy.

This policy applies to mass/systematic texting of currently-enrolled, or eligible to enroll, students. The policy does not apply to text messaging for recruitment or research purposes managed through other systems or by other departments.

Students have been shown to be responsive to receiving texts about deadlines or opportunities related to them, but they do not want what they perceive as spam. In general, text messaging is best when not the sole method of communicating essential or urgent information or announcements. Consider it as part of a suite of communication methods, in addition to emails, MySJSU messages, and phone calls. Texting is reserved for timely, critical, student success related communications.

3. Principles of Text Messaging Functionality Rollout

The rollout of text messaging functionality through Spartan Connect will take a phased approach that begins with a centralized request and review process to ensure that we are meeting the following principles before messages are sent:

1. The focus of implementing text messaging is to support established, integrated communication plans executed through our primary channels: MySJSU messaging and email to students’ preferred or SJSU.edu email address.

2. To prevent over-saturation of text messages to students, a text message should only be used after other means of communication were deployed and found to be less than successful, or to augment critical timely messages to students.

3. Texts should only be used to inform students about mandatory or critically important actions in support of enrollment and graduation that were not completed. 

The next phase of rollout will depend upon the outcomes of the first phase so that we are responding to the needs of the campus community and our students. Specifically, we will assess the outcomes of the first phase using both quantitative and qualitative data to determine the best way to distribute the ability to send text messages. 

4. Detailed Policy

4.1 Appropriate Message Categories and Topics

Text messages must be related to student academic success or be critical to their success as a student in general. The following includes appropriate message categories and topics, however this is not a finite list.

• Academic and student success purposes that are required and nudge to action is needed,  e.g.:

  • Outstanding probation requirements

  • Meeting with advisor to remove registration hold

  • Reminders to check email for a longer set of directions for something urgent.

• Messages of a timely nature, e.g.:

  • Nudge to action

  • Remind of specific impending deadlines when a required action has not yet been taken

  • University requirements that may negatively impact enrollment, registration or completion of deadlines

• Other mission-critical text messages may be sent as determined by the Spartan Connect Text Message Review Committee

4.1.1 Examples

• You’re eligible to enroll next semester but you have a hold preventing you from doing so. Check MySJSU (one.SJSU) for details to resolve.

• An advisor has tried to reach out to you by email with an important message. Look in your SJSU.edu email for a message from XX.

• The payment due date is approaching. If you have an outstanding bill, your classes are in danger of being dropped.

• The last day to add is approaching on #/#. You’re eligible to enroll but haven’t yet registered for next semester.

• You have at least one outstanding requirement to complete in order to remove your hold. Check for an email from XX department for more information.

• You have not yet completed one or more requirements which can prevent you from registering for classes at Orientation. Check MySJSU (one.SJSU) for details to resolve.

4.2 Message Content

• Messages must be prefixed with “From SJSU:” and this prefix counts towards the total character limit of 320.

• Identify yourself or your department because students will not know who you are from the incoming number.

• Compose concise messages in Word first and use the Word Count feature to eliminate anything you don’t need in order to fit within the 320-character limit.

• Must comply with FERPA. Messages should be generic enough so a student’s privacy is maintained but the person receiving the message knows where to direct questions and/or find the communication about the topic.

• Be professional and polite.

• Ensure that embedded links are short and clearly identified as connected with SJSU or other valid partners.

4.2.1 Character Limit and Restrictions

As of 2023-11-09 the character limit for text messages is 320 characters. A noted caveat to increasing the limit is that messages sent to older phones may appear as two separate messages (and in some rare cases out of order).

EAB notes the following:

Modern phones and mobile networks support message concatenation, which enables longer messages to be sent and received as a single message. However, some older devices and operating systems may split a message over 160 characters into two separate messages.

As stated in section 4.2 above, the text message must be prefixed with “From SJSU:” and this prefix continues to count towards the overall character limit. The user or department requesting the text message will have the remaining 310 characters for their message content.

4.3 Best Practices

Consider the length, type, and timing that best meets the needs of each audience and fits within the technical constraints. Note that students with a mobile number will automatically receive texts but may choose to opt out and texts will redirect to their preferred email address.

• Ask yourself, “Is this message critical for student success?”

• Strike a good balance in tone between personal and professional.

• Avoid “txt speak” (abbreviations and slang).

• Avoid sending text outreach too early in the morning or too late at night, and respect privacy of weekends and holidays unless there is a particular event that requires it.

• Be as general as possible while still conveying the message. Messages may be read by people other than the intended recipient. 

4.4 Cohort Sizes

• Messages to 100 or fewer students:

  • Texts will be sent from a rotating 10-digit number that is not attached to a particular person or identifiable as SJSU or a certain office

  • Students' responses are allowed but may not be answered.

  • Students cannot opt-out

• Messages to 101+ students:

  • Texts will be sent from a dedicated 10-digit number: (669) 202-7578

  • Students cannot respond.

  • Students can opt-out:

    • If a student opts-out, they no longer receive text messages from Navigate for only those sent through short codes (this includes automated appointment reminders – they will be sent as an email)

5. Procedure

5.1 Before Considering Text Messaging

Texting should not be used as the first or only method by which a message is communicated. The message should be first communicated by email, phone, MySJSU message, or other acceptable means of communication. Text messaging should always be one of the final attempts to reach out to a student.

5.2 Content Review Process

Prior to submitting a text message to be sent, please send the message out for review and approval to stakeholders on campus that either “own” a referenced service or could see an increase in students seeking their services as a result of the message. For example, if a message encourages students to seek services at a particular department, that department should be aware of and have approved the message prior to sending.

5.3 Requesting the Sending of Messages

Text message requests must be submitted at least 5 business days prior to the requested text message send date. All requests will be submitted through the Spartan Connect Text Message Request Google Form. For urgent and critical messages, certain exceptions may be made. Text message content can be pre-scheduled throughout the semester. If you pre-schedule content, please complete the text message submission form again with the list of students prior to the posting date.

5.4 Text Message Review Committee

Messages submitted to be sent will be reviewed by a committee responsible for ensuring the message adheres to the text message policy. Messages are subject to modification or rejection if they do not meet policy standards. The student cohort to receive the message is also reviewed for accuracy and to ensure that only eligible students are included.

6. Privacy and Records Retention

Student phone numbers are not considered FERPA directory information and as such only campus business uses of phone numbers are permitted by appropriate personnel. University business-related text messages are considered public records whether a SJSU system/tool or personal telephone/system/tool is used for texting. The sender is responsible for retention of text messages sent to multiple recipients. Text messages are to be managed by message content. The sender is also responsible for providing any responsive text message records if requested under the Public Records Act.