Bill Gillmer, President of Wordsprint.  We have been recently doing a lot of college admissions work and it's real interesting the way this is changing as colleges try to target high school sophomores and juniors.  It used to be years ago they would send out mailers with response cards but then they realized kids don't like to write.  So then they would send out mailers with PURL’s and personalized URLs, but then they realized kids don't like to go to the keyboard.

What kids like to do is text and so what we've done recently with some of our colleges is we send out these mailers that have a unique text code for each kid and the kid texts a message and gets an instant response from the college.  This syncs with the college getting a list of who's called in and the counselors can then call that kid.

The last college we did this for saw a 68 percent increase in response rate using this text messaging method of contact.