Rethinking Student Communications

At Long Beach State, we are rethinking how to remain effective in our communication strategy with students, as rapidly evolving technology presents numerous engagement modes that can detract from delivering a clear message. These changes are complex, and universities are challenged to be effective in their approach.   

In 2023, a team of CSULB communications experts from all corners of campus came together as part of an initiative to take on this bold but essential task to chart a course for the future. As part of our efforts to be student-ready — a pillar of the Beach 2030 strategic plan that guides CSULB’s advancement through 2030 — this student communications committee was assembled to research and guide university practices around student outreach, helping guarantee CSULB is equipped to engage all learners from the moment they consider joining The Beach family. 

Through surveys and focus groups with students, analyses of current communication modes, and communication content analyses, the team aims to identify what students at CSULB — especially first-year learners — find truly effective by way of receiving information from the university. At the core of this effort is a mission to help engage all students in the many personal, professional and academic experiences The Beach has to offer.  

Comprised of communications professionals across The Beach, this cross-divisional initiative will leverage the insight brought in from each member to inform their work. Current CSULB students also make up the committee, while Miles Nevin, associate vice president & executive director of Student Auxiliary Enterprises, and Shariq Ahmed, associate vice president of Academic Technology Services, are leading the group. 

Through its readiness to serve the students of today and tomorrow, Long Beach State aims to position itself as a campus where learners feel welcomed and immersed the moment they receive an acceptance letter, and leave the university as graduates prepared to join the modern workforce.

Efforts to enhance communication serve to foster a community of belonging for all students, a key component of the mission to be a student-ready university. By creating an informed campus, this initiative aims to empower learners with a greater sense of ownership over their future at the university, enhancing their success and CSULB’s retention rates. 

An effective and unified effort to reach students won’t be without challenges, though. Surveying and assessing existing communication methods are just pieces of the overall project, while transitioning to new modes of outreach may be an outcome necessitating new technological upgrades, coordinating approaches, and staff training.  

The student communications committee kicked off their efforts this year with a survey of current and newly admitted students during CSULB’s inaugural Day at the Beach, an exciting event that invited thousands of potential Beach students to tour campus and discover first-year opportunities ahead of the upcoming fall semester. 

Students there were asked about their preferred method of outreach from the university, which social media sites are best to receive information, what time they prefer to be communicated with, and the university websites they most frequently visit. In all, nearly 150 students were surveyed in that first assessment. The survey was followed by two focus groups that aimed to validate the original survey findings. The committee then began analyzing web user analytics from key divisions and departments.  

In the coming years, this project will expand in scope, as data collected from more students provides a clearer picture of how CSULB might adjust its strategies to reach learners more effectively. Efforts to provide insight on and streamline communication to students is expected to remain ongoing to ensure long term student engagement.