As student expectations evolve and communication channels multiply, higher ed faces a growing challenge: reaching learners in ways that cut through the noise and foster meaningful connections.
In this edition of Voices of Modern Campus, Charles Parsons, Vice President of Product, Engagement, shares how institutions can move beyond fragmented outreach toward meaningful, data-informed engagement. He discusses the communication barriers institutions face, where innovation in Modern Campus Message is headed and how automation is reshaping student support.
With eight years at Modern Campus and deep experience shaping engagement strategy, Charles brings a focused perspective on how thoughtful communication can drive retention, strengthen relationships and support students throughout their higher ed journey.
1. What’s the core challenge you wake up thinking about when it comes to the institutions we serve?
Charles: It all starts with communication for me. Institutions are finding it increasingly difficult to reach students despite a wide set of available tools. Emails go unread, phone calls go unanswered and many students find it difficult to find the right answers across the many different web tools they access.
This is why I like texting so much—it's more likely to be read and elicit a response, and more capable of building long-lasting relationships with individual students. That’s not to say it’s a perfect channel. You have to really consider what’s appropriate for text and what works better in long-form communication channels. But even something as simple as a text nudge to get a student to read an email is powerful.
2. What areas of innovation are you most energized about right now?
Charles: I know it’s trendy to say, but I’m excited about AI and other forms of automation. This year we're releasing our Campaign Manager for Modern Campus Message that will allow our customers to create automated campaigns, including pre-programmed replies to incoming texts.
It’s going to be a game-changer. We believe it will significantly expand what institutions can do with automated engagement, and I’m excited to see how our customers put it into action.
We’re also looking at how AI can both improve how staff manage their workload at scale and surface topics, trends and opportunities without spending time digging through data.
3. How does Message support today’s multi-generational learners across different motivations and pathways?
Charles: Pretty much everyone—regardless of age, reason or path—is texting these days. At some point, every student will face roadblocks around not knowing exactly where to go for help. That can leave them feeling stuck and frustrated. With effective outreach using text messaging, students can get the help and information they need without having to dig for it. It’s really as simple as that.
4. How do you ensure Message stays grounded in the real complexity institutions navigate every day?
Charles: By talking directly to Message customers and keeping the line of communication open. We take great pride in being a trusted partner to our customer base, and ongoing support is the backbone of each partnership. I know that sounds cliché, but I’m on calls with different customers every single day. These conversations range from brainstorming new ideas for messaging campaigns and helping users take advantage of the full range of options we offer to checking in to make sure Message is supporting their strategic goals.
Regular communication is invaluable to me as we think through what’s coming next for Message and tee up our priorities. And I’d like to think it’s valuable to our customers too.
5. Can you share a recent example where customer insight influenced product direction?
Charles: We’ve spoken to a lot of customers about the role of AI in higher education, and in Message in particular. We’ve learned there’s a lot of excitement around it but also a fair bit of caution. Customers are ready for AI but they’re not sure if AI is quite ready for them.
There’s some understandable caution about relying on AI for tasks. This has led us to question exactly what AI looks like in Message.
- Is it a text-based chatbot?
- Is it a virtual assistant?
- Is it an analyst looking at the data and providing insight?
I think all three possibilities are on the table. The insight we get from customer conversations will help us thread the needle between using too much AI and too little.
Ready to elevate your student communication strategy?
Every message is a potential “GO” moment—when personalized outreach drives meaningful progress across the multi-generational learner lifecycle.
Connect with our team to explore how Modern Campus Message can help your institution deliver personalized, coordinated outreach that drives engagement, strengthens retention and builds lasting student relationships.
