ubc sororities
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365 Final Research
Presentation
Cecilia Chun, Raymond Tang, Yubei Tao, Maxime Doyle & Samantha WalshWednesday, November 27th, 2013
COMPANY BACKGROUND & SITUATIONAL ANALYSIS
STATEMENT OF THE PROBLEM, OBJECTIVE, QUESTION & HYPOTHESES
SELECTION OF RESEARCH METHODS
PRIMARY RESULTS: SURVEY/FOCUS GROUPS- QUALITATIVE ANALYSES
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
LIMITATIONS
FINAL RECOMMENDATIONS
Overview
This organization encompasses over
600 women, allowing them to
develop friendships, leadership experience,
philanthropic initiative and
academic growth
There are this number of sorority
chapters on campus
The sterotypes associated with Fraternities and
Sororities include…
Sororities have existed on this campus for this amount of years
COMPANY BACKGROUND & SITUATIONAL ANALYSIS
Let’s Play Jeopardy
What is UBC Sororities
What is 8 Chapters
What is Party-going, caucasian,
wealthy, pompous,
drunken girls and boys who
care more about looks than school
What is over 85 years!
Who they are
• UBC Sororities is a social organization that represents all 8 sororities on this campus and is responsible for the promotion and administration of Formal Recruitment
What? When?
• Approximately 400 girls go through recruitment each year in September to find the sorority that is right for them.
What is UBC Sororities?COMPANY BACKGROUND & SITUATIONAL ANALYSIS
Situational Analysis
70
12
810 Caucasian
Chinese
Other Asian Ethnicities
African American, Arab, Aboriginal, Other
56
22
15
7
COMPANY BACKGROUND & SITUATIONAL ANALYSIS
UBC Sororities PNMsUBC Demographics
Social ClubsCVC
YOURSAISEC
Cultural ClubsYWIB
Phrateres
Philanthropic InitiativesBest Buddies
Lace Up for KidsRelay for Life
UNICEF
Miscellaneous Sports Clubs/Teams
UBC RECReligious Clubs
Part/Full Time Jobs
Faculty Social ClubsOption Clubs (Accounting)
AMSCUS, AUS, SUS etc.
Exchange Student ClubCo-Op
UBC Sororities
Competitors
Competitive AnalysisCOMPANY BACKGROUND & SITUATIONAL ANALYSIS
Introduction to the Research Problem
• Differentiate itself from the growing number of clubs• Small budget to advertise and promote the organization• Must determine which marketing strategies are effective
in increasing awareness and reaching the target students
Statement of the Problem
• Determine the link between different strategies and the number of enrollment attributed to each
Research Objective
• How effective were each of the strategies employed during the 2013 recruitment in attracting potential new members and increasing awareness?
Research Question
STATEMENT OF THE PROBLEM, OBJECTIVE, QUESTIONS & HYPOTHESES
Hypotheses
H1: Investing both time and
money in Facebook
Advertisements and Material is
Worthwhile
H2: The Website is effective in leading new
members to the Facebook and Recruitment Signup Page
H3: Online & Offline PR
materials in 2013 were effective in
educating potential new
members about the system
STATEMENT OF THE PROBLEM, OBJECTIVE, QUESTIONS & HYPOTHESES
Methods Used
Focus Groups
Recruitment Survey
Facebook Analysis
Website Analysis
SELECTION OF RESEARCH METHODS
Questions to Address with Survey Difference between year & lead source year & reason for joining? lead source & reason for joining? UBC year & sufficient level of
preparation for recruitment? Was scholarship opportunities a factor for members to join
sororities?JJj
PRIMARY RESULTS: SURVEY/FOCUS GROUPS- QUALITATIVE ANALYSES
Motivation to Join a Sorority
Reason(s) for Joining
Resources Exposed to Before Registration
Meeting New People
25%
Leadership Opportunities
14%Because of a
Friend2%
Sisterhood24%
Curious10%
Volunteer Opportunities
16%
Scholarship Opportunities
4%
Athletic Opportu-nities
5%Other
1%
ubcsororities.com19%
Friend in the Greek system
26%
Friend non Greek9%
Family member6%
Brochure received in the mail 10%
Imagine Day booth7%
Residence Booth Totem Vanier1%
Welcome Back BBQ0%
Individual sorority website3%
MUGleader4%
AMS Club listing1%
Facebook / Twitter11%
New to UBC email1% Other_A
2%
PRIMARY RESULTS: SURVEY/FOCUS GROUPS- QUALITATIVE ANALYSES
Differences in Reason for Joining Between Years
Reason for Joining P-Value
Meet New People 0.005 (Significant)
Leadership Opportunities 0.061
Because Friend 0.931
Sisterhood 0.008 (Significant)
Curiousity 0.318
Volunteer 0.162
Scholarship 0.918
Athletic 0.599
PRIMARY RESULTS: SURVEY/FOCUS GROUPS- QUALITATIVE ANALYSES
Reasons to Join – Differences Between Years
Meet new people23%
Leadership oppor-tunities
12%Because of a friend
2%Sisterhood 27%
Curious/ to check it out8%
Volunteer opportu-nities17%
Scholarship oppor-tunities
4%
Athletic opportu-nities
6%Other
1%
Year 1
Meet new people26%
Leadership opportu-nities18%
Because of a friend2%
Sisterhood 22%
Curious/ to check it out9%
Volunteer opportu-nities14%
Scholarship opportu-nities
4%
Athletic opportunities 3%
Other 2%
Year 2
Meet new people31%
Leadership opportu-nities12%
Because of a friend2%
Sisterhood 19%
Curious/ to check it out14%
Volunteer opportu-nities16%
Scholarship oppor-tunities
3%
Athletic opportu-nities
3%
Year 3
Meet new people20%
Leadership opportunities15%
Because of a friend45%
Sisterhood 10%
Curious/ to check it out5%
Volunteer opportunities5%
Year 4
PRIMARY RESULTS: SURVEY/FOCUS GROUPS- QUALITATIVE ANALYSES
Impact of Word-of-Mouth
Reasons of Joining Through Word of Mouth
Other Reasons for Joining
Meeting New People
23%
Leadership Opportunities
15%Because of a
Friend1%
Sisterhood25%
Curious9%
Volunteer Opportunities
15%
Scholarship Opportunities
4%
Athletic Opportu-nities
5%Other
2%
Meeting New People
28%
Leadership Opportunities
14%
Because of a Friend
2%
Sisterhood21%
Curious10%
Volunteer Opportunities
16%
Scholarship Opportunities
3%
Athletic Opportunities4%
Other0%
PRIMARY RESULTS: SURVEY/FOCUS GROUPS- QUALITATIVE ANALYSES
Question 5: Did you visit the UBC Sororities website, Twitter, or Facebook page before attending UBC Sororities recruitment?
Yes17994%
No126%
Yes97
93%
No7
7%Year 1
Yes51
93%
No4
7%
Year 2
Yes26
100%
Year 3
Yes4
80%
No1
20%
Year 4
PRIMARY RESULTS: SURVEY/FOCUS GROUPS- QUALITATIVE ANALYSES
Question 6: Did you find the information useful to your recruitment experience?
Yes 17994%
No6
3%
NA6
3%
Yes , 96, 92%
No, 4, 4% NA
Year 1
Yes 52
95%
No2
4%NA1
2%
Year 2
Yes 25
96%
NA1
4%
Year 3
Yes 5
100%
Year 4
PRIMARY RESULTS: SURVEY/FOCUS GROUPS- QUALITATIVE ANALYSES
Question 16 - Are you aware of the scholarships offered by UBC Sororities?
Yes 26%
No73%
Yes 23%
No77%
Year 1
Yes 33%
No65%
Year 2
Yes 31%
No18
69%
Year 3
No100%
Year 4
PRIMARY RESULTS: SURVEY/FOCUS GROUPS- QUALITATIVE ANALYSES
Scholarship Awareness vs. Lead Source
ubcs
oror
ities
.com
Friend
inth
eGre
eksy
stem
Friend
nonG
reek
Fam
ilym
embe
r
Broch
urer
ecieve
dint
hem
ail
Imag
ineD
aybo
oth
Residen
ceBoo
thTo
tem
Vanier
Welco
meB
ackB
BQ
Individ
ualso
rorit
yweb
site
MUGle
ader
AMSC
lublist
ingint
heAM
Sage
nda
Face
book
Twitt
er
Newto
UBCemail
Other
_A0
20406080
100120140
83
121
4329
45 35
3 1 11 184
49
5 610 10 2 2 5 2 1 0 2 1 1 7 0 3
No Yes
PRIMARY RESULTS: SURVEY/FOCUS GROUPS- QUALITATIVE ANALYSES
Written Survey SectionWhat were your initial impressions of UBC
sororities before you went through recruitment?
PRIMARY RESULTS: SURVEY/FOCUS GROUPS - QUALITATIVE ANALYSES
Word Cloud
PRIMARY RESULTS: SURVEY/FOCUS GROUPS - QUALITATIVE ANALYSES
Survey Comments Findings:
group of girls
organized activities & recruitment
lots of fun events
good way to make friends
build community
great opportunity
PRIMARY RESULTS: SURVEY/FOCUS GROUPS - QUALITATIVE ANALYSES
Analysis of Facebook pageKey Metrics
Reach: total, organic & paid
Comments, likes & shares
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Additional Considerations
Recruitment month vs. rest of year
Optimal time, day and type
Recruitment vs. non-
recruitment posts
Paid vs. non-paid
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Total 2013 reachSECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Most Popular TabsSECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
External Referrers SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Likes, Comments & SharesSECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Interaction based on time and daySECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Types of PostsSECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
T-Test: September vs. Rest of yearWhether or not the mean reach, likes, comments & shares of posts in September and posts during the other months are
different
Reach: p-value=
0.018955978 different
Likes: p-value=
0.002134242 different
Comments: p-value=
0.461433819 not different
Shares:p-value=
0.112498278 not different
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
T-Test: Recruitment vs. non recruitment posts Whether or not the mean reach, likes, comments & shares of recruitment related posts and posts unrelated to recruitment
are different
Reach: p-value=
0.109753691 not different
Likes: p-value=
0.186980833 not different
Comments: p-value=
0.841028025 not different
Shares:p-value=
0.0891271173 not different
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
T-Test: Total vs. Organic reach of paid posts
Whether or not the mean total reach is different than the organic reach of boosted posts: is it useful to “boost posts”?
Average total reach= 8258.5
Average organic reach= 4255.75
Pvalue= 0.040539477
different
Boosted posts have greater
reach: it is useful to boost
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Website Audience Report: To Understand Our Viewers Better
Who Makes Up Your
Audience
Reach and Consumption
Loyalty and Engagement
Audience
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Results: Geography
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Results: Language
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Results: Behavior – New vs. Returning
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Results: Technology – Browser & Screen Resolution
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Behavior Report: To meet the needs & expectations of visitors
Frequency of Page Views
Bounce RatesBehavior Flow
Behavior
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Frequency of Page Views & Bounce Rates
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Behavior Flow
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Acquisition Report: How our visitors are acquired
Keywords SourcesAcquisition
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Acquisition Report: Keywords (month of October)
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
Acquisition Report: Sources
SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES
FacebookNumber of observations: Incomplete year (September to November)Only 4 paid advertisements since July 2011: Unreliable results when compared to non-paid (n<30)
Focus GroupsGirls self-selected themselves to be part of these groups and it was only open to girls who accepted a bid from a chapter. (Selection Bias)
This focus group took place a month after the start of the recruitment period.
LIMITATIONS
WebsiteAlthough Google Analytics can tell you where the sources of your traffic are coming from it cannot tell you why.
Does not differentiate between who is actually on the website because they are interested in recruitment or if they are just interested in reading up on Sororities.
We were unable to analyze demographic and gender data because of the restrictions of Google Analytic reports that we weren't given access to.
SurveysOnly girls who were retained to the end of the last round completed this survey.The survey was administered at the end of the day and a lot of women were hoping to go home.
LIMITATIONS
HypothesesH1: Investing both time and money in
Facebook Advertisements and
Material is Worthwhile
FINAL RECOMMENDATIONS
Survey Findings The reasons for joining a sorority and the lead source between the
different years is relatively similar.
The biggest reason why girls join sororities is to meet new people and seek sisterhood.◦ Those that received suggestions from a friend were more inclined to meet new
people through a sorority compared to other means of learning about sororities.
Most respondents aren’t aware that scholarships are offered by sororities. Sororities should further promote this offering and raise awareness as the majority of respondents from all channels are unaware of its existence
FINAL RECOMMENDATIONS
Website Findings Based on the information gathered under languages we recommend
that the Sororities translate their most relevant and important content into those languages.
In order to maximize the enjoyability and viewability of the website they should take into account the most used browser/screen resolution and tailor their website to suit those needs.
Since the majority of the traffic is derived from a search term using organic terms, we recommend that in addition to purchasing Facebook ads that the sororities also purchase relevant SEO keywords.
FINAL RECOMMENDATIONS
Focus Group Findings Impression of Sorority after being educated:
◦ generally united as an organization Overall Impression of Promotional Material:
◦ Pamphlets were too general and should’ve included more information ◦ Posters were too similar to flyers, if noticed in the first place◦ Imagine Day booth members need to focus on recruitment
Online Presence:◦ Website was visited the most often and cited as the most useful
source for information◦ Social Media needs to be more active to receive more likes and
followers
FINAL RECOMMENDATIONS
Facebook Findings
FACEBOOK PAGE IS
EFFECTIVE
Paid ads are useful in
increasing the reach
compared to organic reach
photos are most
effective
Post between noon and 10pm for maximum reach and
engagement
Focus on timeline
since nearly all visits are
to the timeline
Efforts to increase
reach through
shares had no impact
FINAL RECOMMENDATIONS
Thank You!
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