In April 2007 a gunman opened fire on the Virginia Tech campus killing thirty-three people and injuring another fifteen before turning the gun on himself.
Shocked parents, students, and university staff reported the first campus-wide email alert was sent over two hours after the shooting began. By that time, the shooter’s second shooting spree was already underway in a classroom halfway across campus. Though advising students and faculty to exercise caution, the original email message did not instruct them to avoid class and seek shelter. In addition, many students were away from their computers and never saw the message.
The tragedy underscored the need for instant, reliable, emergency alert systems. Sirens, public addresses, and website postings aren’t enough anymore, and campuses - and other institutions - are investigating new and improved ways of alerting people of impending dangers.
Many universities are launching multi-channel alert systems that combine triggered email, SMS text messages, and voice messages (even Facebook). In fact, St. John’s University in NY installed such a system just three weeks before they needed to use it to alert students of a gunman on campus. “In the St. John's incident, [university safety alert] text messages were sent so quickly that a student who helped subdue the suspect felt his cell phone vibrate with the information while he was restraining the gunman.” Another MSNBC article notes: "In every tabletop exercise, drill or real-life crisis scenario...the No. 1 glitch is always around communications."
Indiana University, my alma mater, has developed a broadcast emergency contact system called “IU-Notify.” Campus officials use the system to instantly trigger email, SMS, and voice safety alerts. Students and faculty are encouraged to keep contact information up-to-date and can submit multiple email addresses and phone numbers that are automatically updated in the system hourly. Safety information is also posted on a dedicated emergency preparedness website that encourages students to “Be Ready for Anything.”
After enrolling in grad classes part-time, I was thrilled to see the university looking out for my safety using the latest digital one-to-one technologies. I actually just updated my account with four separate contact points to ensure I can be reached in an emergency.
I’d encourage all schools and organizations to launch an alert broadcast system. ExactTarget’s new Integrated One-to-One Platform (Fall 2007 Release) allows users to quickly trigger email, SMS, and voice messages. Email, SMS, and voice messaging is useful to any marketer - but they are vitally important when emergencies arise.
It’s public safety. And it’s worth it.
Nicole
Marketing Communications Associate
