Manifest - A Case Study for Mobile Texting Company

FOR IMMEDIATE RELEASE Media Contact: Elizabeth Burke-Dain, 312.369.8695
April 21, 2009

New Opt-in Text Program Will Steer Crowds of Thousands of Festival-Goers To What's "Hot" at Columbia College Chicago's Upcoming Urban Arts Festival - Manifest

In order to tap into the social networking phenomenon, the Marketing Communication department of Columbia College Chicago is launching a text-messaging program at Manifest -- the college's annual urban arts festival that will dominate the South Loop on May 15. The program, called ManiTXT, will be the new communication link to keep students and all of the thousands of festival-goers on the move and in the know at Manifest.

"We know students text almost as much as they breathe," said Margaret Sullivan, Chair of the Marketing Communication department of Columbia College Chicago. "So knowing it's the number one communication channel, and at the urging of our students to find more unique ways to tap into it, we took on the challenge. ManiTXT will give Manifest festival goers what they want - access to real-time information about unique festival experiences and how to find the free stuff."

"We believe we are among the first colleges to tap into this at a college event on such a broad scale, and we’re extremely excited about the opportunity," added Sullivan.
Columbia's Marketing Communication department is partnering with ViralMesh, a mobile strategy and technology implementation company, to develop and service the text-messaging program. Viral Mesh offers mobile Intel and the technology to successfully execute texting campaigns. The company will use ManiTXT as a case study to analyze and add depth to their mobile strategy expertise.

"It's always been first, TV; then the computer, then mobile - we think in the next few years mobile will become the number one preferred screen," said Neha Gulati, a ViralMesh marketing associate. "It's the only screen that's 100% guaranteed to reach its target audience, that's what makes it so successful. And we're thrilled to support Columbia"s effort to lead the way in tapping into it on such a broad scale for a college-sponsored event."

A group of senior marketing communication students who studied at Columbia College Chicago's Semester in L.A. program last fall developed the concept for the program. Their research identified the rising number of text message users as an opportunity for Columbia College Chicago. According to Nielsen Mobile, cell phone users send on average 357 texts per month; compared to 204 calls. The number is much higher among teens who text a soaring 1742 per month. Further research from the Wireless Association revealed 384 billion texts went out in only the first half of 2008.

"It is great to see something that just started off as an idea by students actually be implemented and supported by the school," said Francesca Yaniz, graduating Marketing Communication student and one of the students from the L.A. team. "Columbia is really taking the lead in social media by adding this proven technology to their current vehicles of communications."

According to Yaniz, opting into the program is simple. Beginning April 27, students and other festival goers will be able to text the word Manitxt to 32075 and automatically receive a confirmation text message welcoming them to the program. People can opt out of the program at anytime. And it’s free.

"I'm excited about the exclusives the program will steer people toward, everything from being a part of the American Sign Language's Rocky Horror Picture Show, to free airline tickets," added Yaniz. "This program is really going to help people find out what’s special about Manifest in a way that's never been tried. It's all pretty cool to be a part of it."

A presentation on the texting program will be offered and is free to the public on the day of Manifest, May 15, at the Hokin Hall, located at 623 S. Wabash Avenue, 1st Floor, at noon. Lunch will be provided.

VIRALMESH, is a mobile solution company launching Brands in the mobile space. The team at ViralMesh combines a distinct understanding of brand strategy and global brand expression with expertise in internet and mobile technology integration. Founded in 1996 and privately held, ViralMesh is centrally located in downtown Chicago. All of full-time staff members consist of a multidisciplinary group with some of the most experienced online+mobile brand and technology specialists in the industry and pioneers in the design, development and program development. For more information visit www.viralmesh.com.

This article was written by Cristal Lebron who is a senior majoring in Marketing Communication at Columbia College Chicago.