May 1st, decision day in college admissions, is right around the corner. While potential students are being inundated with messaging, some colleges have worked to cut through the white noise now associated with traditional communication plans by using text messaging. Initial results have shown that text messaging may not only be the new, preferred way to communicate, but also the most data-rich for admission offices.

On this episode of Admissions Live, we will discuss how enrollment leaders are using text messaging to improve communications, empower their recruitment staff, collect important data, and, of course, drive up enrollment yield.


This episode is sponsored by Mongoose

Episode Host

Adam Castro

Adam Castro

Adam Castro currently serves as the Vice President of Admissions at Mercy College, a private, multi-campus, comprehensive college in New York. His portfolio includes the areas of college admissions, marketing, branding, and analytics, and the Student Services Support Center. Prior to arriving at Mercy, Adam spent nearly fifteen years at Bloomfield College, the last seven as Vice President for Enrollment Management overseeing admissions, marketing, and financial aid. Adam is an active member of numerous organizations including the National Association of College Admission Counselors (NACAC), the American Association of Collegiate Registrars and Admissions Officers (AACRAO), and NAFSA: Association for International Educators. He is also co-host of Admissions Live, a monthly professional development program on the Higher Ed Live network. A New Jersey resident, Adam received his master’s degree in Public Administration from Kean University and holds a bachelor’s degree in Journalism and Media Studies from the Rutgers University School of Communication and Library Studies.


Suzanne Petrusch

Suzanne Petrusch is honored to have joined Presbyterian College as Vice President for Enrollment and Marketing in June of 2016. For the prior 12 years, she served as the Vice President for Enrollment Management at St. Mary’s University in San Antonio, where she oversaw the Offices of Admission, including Graduate & Adult Enrollment Services; Financial Assistance; Enrollment Marketing; and Student Retention. She focused on organizational change, professional development, data-driven enrollment strategies, marketing and communication, and the strategic use of financial aid in order to achieve transformation. Among markers of the division’s success, Suzanne notes the 28 percent increase in the size of the first-year class, the first enactment of a deposit wait list, and improvements in persistence of first-generation students. Further, the University realized a gain of 18.2% in the four-year graduation rate within 10 years.

She holds a Bachelor of Science in business administration from Trinity University and a Master of Science in education from the University of Dayton, and currently is a doctoral student in educational leadership at The University of Texas at San Antonio.


Ian Mortimer

Ian is the Vice President for Enrollment Management at Nazareth College. In addition to leading a team of accomplished admissions, financial aid and marketing professionals, his role at Nazareth is to coordinate with the president, other colleagues on the president’s leadership team and the board of trustees to ensure that the college is moving in the right direction as it relates to the needs of the 21st century learner.

Prior to returning to Rochester, Ian held the same position at Champlain College in Burlington, Vermont and with colleagues, lead Champlain to a position of national relevancy with its pragmatic, career-oriented, approach to educating students. In addition to Nazareth College and Champlain College, Ian has worked in enrollment at American University, Walden University and St. Bonaventure University.

In addition to his higher education experience, Ian has worked in educational technology, student coaching and enrollment marketing at firms that support higher education. Ian holds a B.A. in English and a M.S.Ed. in Counseling Psychology from St. Bonaventure University and a M.B.A. from RIT. Ian is married and has three boys ages 14, 11 and 4.