A LT H O U G H   WA S C   A C C R E D I TAT I O N   A F F E C T S   1 0 0 %   O F   A  
C A M P U S   O N LY   A B O U T  ...
Overview
 Objective
 Educate the Concordia University Irvine campus about the purpose and importance of the Western 
Ass...
WASC Campus Engagement
#AskWASC
 Audiences
 Current Graduate and Adult students
 Current Undergraduate students
 #AskW...
#ASKWASC
The WASC Campaign
#AskWASC Email Campaign
Current Undergraduate 
Students
Current Graduate & 
Adult Students
#AskWASC Email Open Rates
 Undergraduate
 Email on 1/15/2014 
 Email on 1/29/2014
 Email on 2/12/2014 
 Email on 3/5/...
#AskWASC Response
See the entire #AskWASC story at:
www.storify.com/ConcordiaIrvine/askwasc
#AskWASC Assessment
 The results of the #AskWASC campaign confirmed our belief that students 
on campuses these days are ...
#AskWASC Overview
Demographic
#Hashtag Campaigns
Chatter
Sentiment
#AskWASC Question Response Breakdown
0 20 40 60 80 100
What does WASC stand for?
What is CUI's Mission Statement?
When was...
Social Channel Response Breakdown
0 20 40 60 80 100 120 140 160 180
Facebook Likes
Facebook Comments
Facebook Shares
Twitt...
#AskWASC Campaign Post
January 9th 2014
0 500 1000 1500 2000 2500 3000 3500 4000
Lifetime Post Total Reach
Lifetime Post T...
#AskWASC	
  Campaign	
  Post	
  
January	
  15th	
  2014	
  
0	
   5	
   10	
   15	
   20	
   25	
  
Facebook	
  
(Likes,	...
0 10 20 30 40
Facebook
(Likes, Comments & Shares)
Twitter
(RT, Clicked Links, Favorites & Replies)
Instagram
(Likes, Comme...
0 5 10 15 20 25 30
Facebook…
Twitter…
Instagram…
Google+…
#AskWASC Campaign Post
January 28th 2014
0 500 1000 1500 2000 25...
0 5 10 15 20 25 30 35 40 45
Facebook
(Likes, Comments & Shares)
Twitter
(RT, Clicked Links, Favorites & Replies)
Instagram...
0 5 10 15 20 25 30 35 40 45
Facebook
(Likes, Comments & Shares)
Twitter
(RT, Clicked Links, Favorites & Replies)
Instagram...
0 2 4 6 8 10 12 14
Facebook…
Twitter…
Instagram…
Google+…
#AskWASC Campaign Post
February 18th 2014
0 200 400 600 800 1000...
0 2 4 6 8 10 12
Facebook
(Likes, Comments & Shares)
Twitter
(RT, Clicked Links, Favorites & Replies)
Instagram
(Likes, Com...
0 5 10 15 20
Facebook
(Likes, Comments & Shares)
Twitter
(RT, Clicked Links, Favorites & Replies)
Instagram
(Likes, Commen...
0 5 10 15 20 25
Facebook
(Likes, Comments & Shares)
Twitter
(RT, Clicked Links, Favorites & Replies)
Instagram
(Likes, Com...
THE WASC GAMES
The WASC Campaign
The WASC Games Email Campaign
Faculty & Staff
The WASC Games Email Open Rate
 Faculty & Staff
 Email on 1/9/2014  
 Email on 1/30/2014
 Email on 3/3/2014
Open Rate:...
The WASC Games Participation
Academic Advising
Admissions
Adult, Graduate, and Online Learning
Advancement
Bon Appetit
Bur...
The WASC Games Response
Dear Deborah and Veronica‐‐
As an EEC member and English Department professor, it was interesting ...
The WASC Games Response
Hello Peter,
I was capturing the video I recorded of the WASC 
competition at the faculty/staff me...
The WASC Games Assessment
 The WASC Games were another exciting success resulting 
in community engagement among faculty,...
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#AskWASC Campaign

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Although WASC accreditation affects 100% of a campus only about 10% actually know what it is. Concordia University Irvine decided to change all that with a Social Media Marketing campaign directed to all students, faculty and staff. #AskWASC and The WASC Games was used to engage the campus in polls, quizzes, pictures, questions and prizes to promote education about WASC.

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Transcript of "#AskWASC Campaign"

  1. 1. A LT H O U G H   WA S C   A C C R E D I TAT I O N   A F F E C T S   1 0 0 %   O F   A   C A M P U S   O N LY   A B O U T   1 0 %   A C T UA L LY   K N O W   W H AT   I T   I S .   C O N C O R D I A   U N I V E R S I T Y   I R V I N E   D E C I D E D   TO   C H A N G E   A L L   T H AT   W I T H   A   S O C I A L   M E D I A   M A R K E T I N G   C A M PA I G N   D I R E C T E D   TO   A L L   S T U D E N T S ,   FA C U LT Y   A N D   S TA F F.   # A S K WA S C   A N D   T H E   WA S C   G A M E S   WA S   U S E D   TO   E N G A G E   T H E   C A M P U S   I N   P O L L S ,   Q U I Z Z E S ,   P I C T U R E S ,   Q U E S T I O N S   A N D   P R I Z E S   TO   P R O M OT E   E D U C AT I O N   A B O U T   WA S C . The WASC Campaign
  2. 2. Overview  Objective  Educate the Concordia University Irvine campus about the purpose and importance of the Western  Association of Schools and Colleges (WASC).  Promote online and in‐person engagement in The WASC Games, polls, quizzes, and articles.  Develop and foster a cohesive community at Concordia University Irvine by promoting the mission  and identity of the institution.  Goals  10% response rate per population from emails on social media or emails  40 questions and/or comments using #AskWASC  10% participation from departments in The WASC Games  Administrators  Dr. Peter Senkbeil, Associate Provost and Vice President for Academic Affairs  Deborah Lee, Director of Institutional Research  Veronica Steele, Social Media Manager  Kylie Swope ‘14, Social Media Assistant  Kayla Barzan ‘14, Social Media Student Intern  Shea Frates ‘15, Social Media Student Intern
  3. 3. WASC Campus Engagement #AskWASC  Audiences  Current Graduate and Adult students  Current Undergraduate students  #AskWASC Components  Post questions on CUI’s Facebook, Twitter &  Instagram weekly from January 9, 2014 – March 17,  2014. Current students submit answer using  #AskWASC.   Winner chosen each week and given a prize.  Gift card to Starbucks or Subway  Free drink at Emendare  Free meal in the Cafeteria  One‐day Reserved Parking Spot  T‐shirt, Water Bottle, Lanyard  Undergraduate students receive 5 emails between  January 2014 and March 2014. Each email promotes  the #AskWASC contest, WASC open forum and  includes facts about WASC and/or CUI.  Graduate and Adult students receive 3 emails  between January 2014 and March 2014. Each email  promotes the #AskWASC contest,  WASC open forum and includes  facts about WASC and/or CUI. The WASC Games  Audiences  All Faculty & Staff  The WASC Games Components  Send emails to all departments (a.k.a. “Districts”)  between January 9, 2014 – March 17, 2014. Each  email includes WASC‐themed games Districts  complete the games and submits them to Deborah  Lee.  Game answers found in the Institutional Report  provided to WASC on February 28, 2013.  Each District receives a total of 3 emails  Email 1: Fill in the Blank CUI Mission Statement and  WASC Word Scramble  Email 2: Fill in the Blank CUI Mission Statement and  Draw WASC.  Email 3: Fill in the Blank CUI Mission Statement and  Multiple Choice  Final 2 Districts face‐off in a quiz style showcase on  March 19, 2014  Grand Prize: $500.00
  4. 4. #ASKWASC The WASC Campaign
  5. 5. #AskWASC Email Campaign Current Undergraduate  Students Current Graduate &  Adult Students
  6. 6. #AskWASC Email Open Rates  Undergraduate  Email on 1/15/2014   Email on 1/29/2014  Email on 2/12/2014   Email on 3/5/2014   Email on 3/19/2014   Graduate and Adult  Email on 1/15/2014   Email on 2/18/2014  Email on 3/19/2014 79.4% 82.0% 71.7% 75.1% 51.3% 56.6% 49.4% 25.5% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% January, 15, 2014 January 29, 2014 February 12, 2014 March 5, 2014 March 19, 2014 Undergraduate Graduate
  7. 7. #AskWASC Response See the entire #AskWASC story at: www.storify.com/ConcordiaIrvine/askwasc
  8. 8. #AskWASC Assessment  The results of the #AskWASC campaign confirmed our belief that students  on campuses these days are actively involved on social media.  While the  participation level from current undergraduate students was  encouragingly high, the participation from the Graduate and Adult  communities was not.  Proceeding forward, Marketing Social Media will  better align its content and post timing to promote more interactions with  the growing adult population on campus.  This change will take effect  immediately as the Social Media team meets monthly to design and  coordinate the social media content calendar.  Currently underway is the #AskWASC Response coordination. Responses  are being collected from departments around campus to answer the 75+  #AskWASC questions and suggestions from students.  Posts entailing  responses will be made between March 31 and May 2.   
  9. 9. #AskWASC Overview Demographic #Hashtag Campaigns Chatter Sentiment
  10. 10. #AskWASC Question Response Breakdown 0 20 40 60 80 100 What does WASC stand for? What is CUI's Mission Statement? When was CUI first accredited by WASC? What is the hashtag being used? What is your favorite CUI opportunity? Which path are you on? Graduate School or Career? Suggestion & Question How are you being called by God? How do you balance work and school? Who is your favorite CUI Professor? Facebook Likes Facebook Comments Facebook Shares Twitter Favorites Twitter RTs Twitter Replies Twitter Clicks Instagram Likes Instagram Comments Instagram Entries Google+ +1s Google+ Comments
  11. 11. Social Channel Response Breakdown 0 20 40 60 80 100 120 140 160 180 Facebook Likes Facebook Comments Facebook Shares Twitter Favorites Twitter RTs Twitter Replies Twitter Clicks Instagram Likes Instagram Comments Instagram Entries Google+ +1s Google+ Comments What does WASC stand for? What is CUI's Mission Statement? When was CUI first accredited by WASC? What is the hashtag being used? What is your favorite CUI opportunity? Which path are you on? Graduate School or Career? Suggestion & Question How are you being called by God? How do you balance work and school? Who is your favorite CUI Professor?
  12. 12. #AskWASC Campaign Post January 9th 2014 0 500 1000 1500 2000 2500 3000 3500 4000 Lifetime Post Total Reach Lifetime Post Total Impressions Lifetime Engaged Users Lifetime Post Consumers Lifetime Post Consumptions Lifetime Negative feedback Lifetime Post Impressions by people who have liked your Page Lifetime Post reach by people who like your Page Lifetime People who have liked your Page and engaged with… Facebook Insights 0 5 10 15 20 25 30 35 40 45 Facebook (Likes, Comments & Shares) Twitter (RT, Clicked Links, Favorites & Replies) Instagram (Likes, Comments & Submissions) Google+ (+1 & Comments) Overall Count
  13. 13. #AskWASC  Campaign  Post   January  15th  2014   0   5   10   15   20   25   Facebook   (Likes,  Comments  &  Shares)   TwiGer   (RT,  Clicked  Links,  Favorites  &  Replies)   Instagram   (Likes,  Comments  &  Submissions)   Google+     (+1  &  Comments)   0   500   1000   1500   2000   2500   LifePme  Post  Total  Reach   LifePme  Post  Total  Impressions   LifePme  Engaged  Users   LifePme  Post  Consumers   LifePme  Post  ConsumpPons   LifePme  NegaPve  feedback   LifePme  Post  Impressions  by  people  who  have  liked  your  Page   LifePme  Post  reach  by  people  who  like  your  Page   LifePme  People  who  have  liked  your  Page  and  engaged  with   Facebook  Insights   Overall  Count  
  14. 14. 0 10 20 30 40 Facebook (Likes, Comments & Shares) Twitter (RT, Clicked Links, Favorites & Replies) Instagram (Likes, Comments & Submissions) Google+ (+1 & Comments) 0 500 1000 1500 2000 2500 3000 Lifetime Post Total Reach Lifetime Post Total Impressions Lifetime Engaged Users Lifetime Post Consumers Lifetime Post Consumptions Lifetime Negative feedback Lifetime Post Impressions by people who have liked your Page Lifetime Post reach by people who like your Page Lifetime People who have liked your Page and engaged with your post Overall Count Facebook Insights #AskWASC Campaign Post January 21st 2014
  15. 15. 0 5 10 15 20 25 30 Facebook… Twitter… Instagram… Google+… #AskWASC Campaign Post January 28th 2014 0 500 1000 1500 2000 2500 Lifetime Post Total Reach Lifetime Post Total Impressions Lifetime Engaged Users Lifetime Post Consumers Lifetime Post Consumptions Lifetime Negative feedback Lifetime Post Impressions by people who have liked your Page Lifetime Post reach by people who like your Page Lifetime People who have liked your Page and engaged with your post Overall Count Facebook Insights
  16. 16. 0 5 10 15 20 25 30 35 40 45 Facebook (Likes, Comments & Shares) Twitter (RT, Clicked Links, Favorites & Replies) Instagram (Likes, Comments & Submissions) Google+ (+1 & Comments) 0 500 1000 1500 2000 2500 Lifetime Post Total Reach Lifetime Post Total Impressions Lifetime Engaged Users Lifetime Post Consumers Lifetime Post Consumptions Lifetime Negative feedback Lifetime Post Impressions by people who have liked your Page Lifetime Post reach by people who like your Page Lifetime People who have liked your Page and engaged with your post Overall Count Facebook Insights #AskWASC Campaign Post February 4th 2014
  17. 17. 0 5 10 15 20 25 30 35 40 45 Facebook (Likes, Comments & Shares) Twitter (RT, Clicked Links, Favorites & Replies) Instagram (Likes, Comments & Submissions) Google+ (+1 & Comments) #AskWASC Campaign Post February 12th 2014 0 200 400 600 800 1000 1200 1400 1600 1800 Lifetime Post Total Reach Lifetime Post Total Impressions Lifetime Engaged Users Lifetime Post Consumers Lifetime Post Consumptions Lifetime Negative feedback Lifetime Post Impressions by people who have liked your Page Lifetime Post reach by people who like your Page Lifetime People who have liked your Page and engaged with your post Overall Count Facebook Insights
  18. 18. 0 2 4 6 8 10 12 14 Facebook… Twitter… Instagram… Google+… #AskWASC Campaign Post February 18th 2014 0 200 400 600 800 1000 1200 1400 1600 Lifetime Post Total Reach Lifetime Post Total Impressions Lifetime Engaged Users Lifetime Post Consumers Lifetime Post Consumptions Lifetime Negative feedback Lifetime Post Impressions by people who have liked your Page Lifetime Post reach by people who like your Page Lifetime People who have liked your Page and engaged with your post Overall Count Facebook Insights
  19. 19. 0 2 4 6 8 10 12 Facebook (Likes, Comments & Shares) Twitter (RT, Clicked Links, Favorites & Replies) Instagram (Likes, Comments & Submissions) Google+ (+1 & Comments) #AskWASC Campaign Post March 4th 2014 0 500 1000 1500 2000 2500 Lifetime Post Total Reach Lifetime Post Total Impressions Lifetime Engaged Users Lifetime Post Consumers Lifetime Post Consumptions Lifetime Negative feedback Lifetime Post Impressions by people who have liked your Page Lifetime Post reach by people who like your Page Lifetime People who have liked your Page and engaged with your post Facebook Insights Overall Count
  20. 20. 0 5 10 15 20 Facebook (Likes, Comments & Shares) Twitter (RT, Clicked Links, Favorites & Replies) Instagram (Likes, Comments & Submissions) Google+ (+1 & Comments) #AskWASC Campaign Post March 11th 2014 0 200 400 600 800 1000 1200 1400 Lifetime Post Total Reach Lifetime Post Total Impressions Lifetime Engaged Users Lifetime Post Consumers Lifetime Post Consumptions Lifetime Negative feedback Lifetime Post Impressions by people who have liked your Page Lifetime Post reach by people who like your Page Lifetime People who have liked your Page and engaged with your post Facebook Insights Overall Count
  21. 21. 0 5 10 15 20 25 Facebook (Likes, Comments & Shares) Twitter (RT, Clicked Links, Favorites & Replies) Instagram (Likes, Comments & Submissions) Google+ (+1 & Comments) #AskWASC Campaign Post March 18th 2014 0 500 1000 1500 2000 2500 3000 Lifetime Post Total Reach Lifetime Post Total Impressions Lifetime Engaged Users Lifetime Post Consumers Lifetime Post Consumptions Lifetime Negative feedback Lifetime Post Impressions by people who have liked your Page Lifetime Post reach by people who like your Page Lifetime People who have liked your Page and engaged with your post Overall Count Facebook Insights
  22. 22. THE WASC GAMES The WASC Campaign
  23. 23. The WASC Games Email Campaign Faculty & Staff
  24. 24. The WASC Games Email Open Rate  Faculty & Staff  Email on 1/9/2014    Email on 1/30/2014  Email on 3/3/2014 Open Rate: Percentage of total recipients  (successful deliveries) that opened the email Unique Clicks: Percentage of recipients that  registered as an open who also clicked on the  Institutional Report URL. 78.3% 71.9% 69.8% 81.0% 64.0% 96.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% January 9, 2014 January 30, 2014 March 3, 2014 Email Open Rate Institutional Report Unique Click Rate
  25. 25. The WASC Games Participation Academic Advising Admissions Adult, Graduate, and Online Learning Advancement Bon Appetit Bursar Campus Safety Christ College Communication Studies CSLD DLRC English Finance and Accounting Financial Aid First Year Experience Global Programs Graduate Admissions Library MarComm Mathematics Nursing Office of the Provost Professional Studies Registrar School of Education Student Conduct
  26. 26. The WASC Games Response Dear Deborah and Veronica‐‐ As an EEC member and English Department professor, it was interesting to watch  the WASC games unfold, and inspiring to watch it involve not just our department  but the entire university. Each step of the faculty "WASC Games" gave me a great excuse to go around to  my department colleagues and discuss aspects of the institutional report with  them (as well as re‐visit the CUI mission statement and Great Commission).  It was "sneaky" but effective, and having $500 on the line gave it just a bit more  "urgency" than usual. So . . . thanks for all the work you did to come up with this idea and implement it.  It was an enjoyable way to get conversations going in advance of the WASC team  visit this week. I know this is a busy time for you as you continue to prepare for the WASC visit . .  . but I just wanted to let you know how much I appreciate your creativity (and the  hard work that it took to translate the initial "WASC Games" idea into action). Blessings, Thea Gavin Professor of English PS And the "thank‐you note" with free lunch tickets was a nice surprise today. . .  thanks for the thanks :) Dear Capitol Liaisons, A big shout out to you WASC STARS on a job berry well done. You  made it all look so easy. Getting the whole district ready for the  big Quarter Quell next week was undoubtedly fraught with a lot  of higher‐education minutia and bureaucratic rigamarole, and yet  the whole experience left me with a hunger to learn more. Who  knew? I don't think there is a creature on campus who doesn't  know about or feel prepared to host our WASC visitors next  week. Strolling back to my office from chapel this morning, I  distinctly heard a Mockingjay singing about it! Seriously, and I think I can speak with confidence for everyone  who has spent time on campus in 2014, I have learned a great  deal more about WASC in the last few months than I ever  dreamed possible. At the same time, I'm now aware that there is  much more to learn. You three truly made this process seem fun  and exciting (if they could make going to the dentist as pleasant,  my teeth would sparkle).  Thank you for your creativity, hard work and a job well done!  I pray God blesses you all with a peaceful, refreshing weekend, Sherry Powers MBA Business and Community Liaison MBA Admissions Coordinator
  27. 27. The WASC Games Response Hello Peter, I was capturing the video I recorded of the WASC  competition at the faculty/staff meeting and it reminded  me that I wanted to thank you and your team on a job  well done. It truly was a fun and creative way to engage  the campus in what some may perceive to be a tedious  or not‐so‐interesting hoop to jump through. Not only was  the competition at the meeting entertaining (although  you should consider dying your hair and brightening  those teeth a bit), all the challenges leading up to the  main event were great for morale and team/department  building. So thank you and your team for putting all that time,  energy, and effort into the WASC Games! Blessings, John H. Randall ’90, M.A.Ed. Director, Center for Excellence in Learning & Teaching Assistant Professor of Instructional Design Hi Everyone, I just want to thank you for making the WASC  information fun.  You all did a great job at  keeping it relevant and entertaining for us  all.  I know you have worked hard to ensure  this visit is smooth and I’m sure it will be  because of all you’ve done.  I’m praying for a  successful visit! Thanks, Rina Campbell Director of Graduate and Adult Admissions
  28. 28. The WASC Games Assessment  The WASC Games were another exciting success resulting  in community engagement among faculty, staff,  departments and administration. Participation in the  games surpassed the goal of 10% proving that WASC can  indeed be fun.  The execution of the game overall was  successful with some components better than others.   Should we host another large game in the future, the  rules and game instructions will be more transparent  which should eliminate discrepancies among  departments at the end.
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