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CTU's 2013 Power of In Campaign
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CTU's 2013 Power of In Campaign


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  • 1. Power of In 2013 Campaign Report
  • 2. 2 CAMPAIGN SUMMARY In addition to educating students through real-world experts, relevant curriculum and innovative technology, CTU is also committed to providing access to a powerful network. Connections matter, and the Power of In campaign was designed to drive that message home in three ways: 1. Connections to real-world experts 2. Professional networking 3. Mentoring This three-month integrated marketing initiative was housed on a custom tab within CTU’s Facebook page. It kicked off with a unique social media-based contest and thought leadership content that focused on professional networking and mentoring. While Power of In had a strong underpinning on social media, we also brought its elements to the in-person environment, concluding the campaign with a student and alumni networking event in one of the university’s highest population areas. The campaign featured paid and organic posts, email communications, and announcements within CTU student channels, such as the virtual campus.
  • 3. 3 CAMPAIGN COMPONENTS • Social Media Contest and Sharable Graphics • Thought Leadership Content – ebooks, videos • Student and Alumni Interactive Data Map • Digital Ground Campus Displays and Posters • In-Person Networking Event with Charlene Li
  • 4. 4 CAMPAIGN GOALS Our overarching goal was to emphasize the importance of networking and mentorship – both online and in person – throughout the campaign. As such, we put a strong focus on having content shared to increase impressions and position CTU as a thought leader. Goals Metrics for Success Increase engagement within CTU Facebook community 8 million impressions, 10,000 likes on posts, and 250 comments on campaign content Position CTU as a thought leader and value- provider to aspiring, current, and former students 40 entries for the chance to win a one-on-one conversation with Charlene Li and 500 shares on campaign content Showcase the large and far-reaching network of students and alumni that CTU has to offer 500 visits to interactive data map and 100 comments within first month of soft launch Connect aspiring, current, and former students directly to CTU’s real-world experts 100 in-person attendees at Chicago networking event and 100 online viewers Reinforce CTU brand reputation within current communities and leverage the power of real voices to deliver the message to larger networks 3,000 visits to campaign tab, 2,500 new “fans” during campaign, and 100 live shares during Chicago networking event
  • 5. 5 CONTEST • How It Worked: Users were asked to submit up to three questions for networking guru and leadership expert Charlene Li. • 3 grand prize winners each received a one-on-one 30- minute phone call with Li, a copy of her latest book “Open Leadership”, and a 12-month LinkedIn Job Seeker Upgrade. • 42 finalists each received a copy of Li’s book and a 12- month LinkedIn Job Seeker Upgrade • Judging Criteria: Winners were chosen based on quality of questions, originality of questions, completeness of their LinkedIn profile, and engagement on their entry (likes, comments, votes).
  • 6. 6 CONTEST CONTENT The contest was supported by thought leadership content that was shared across CTU social channels. Designed to reinforce the importance of networks and provide access to valuable expertise, it included: • eBook – busts common networking misconceptions • Infographic – on the power of networking • Infographic – on how to find and keep a mentor • 3 videos – jam-packed with practical networking tips • Video – CTU faculty member sharing his mentor story • Guest blogs – Charlene Li on networking and mentoring • sharable “I’m IN” graphics
  • 7. 7 CONTEST CHALLENGES Challenge: Lower number of overall entries The Power of In was CTU’s second-ever social media-based campaign. Learnings from our first campaign, Meeting Moments, led us to launch a gated contest with more submission fields to better qualify contest entries. A gated contest required those interested in entering the campaign to sync their Facebook profile with the contest application before submitting their entries. Solution: Setting proper expectations We knew a gated contest would reduce the number of contest entries, so we made a focused effort to convey to organization leaders why quality of submissions was more important than quantity. While we didn’t receive as many entries as we did for the Meeting Moments campaign, we still met our goal of at least 40 entries. In the end, leaders were pleased with the provoking questions contest entrants submitted for Charlene Li. Challenge: Fulfillment of grand prizes Scheduling three separate phone calls with each of the three grand prize winners proved to be more difficult than initially expected. We envisioned delivering upon all prizes within two weeks of the contest ending, but conflicting schedules prevented us from doing so. Solution: Keeping winners engaged We immediately provided all winners with their LinkedIn upgrade. After sending grand prize winners a copy of Li’s book, we also sent them a bonus prize pack, filled with CTU branded items to keep them engaged prior to their calls with Charlene. The prize package included a note to encourage them to tell us what they thought of the prizes on CTU’s Twitter page.
  • 8. 8 CONTEST RESULTS • Contest ran July 8 – Aug 2, 2013 and received 11,260,097 total impressions, resulting in increased awareness about how CTU provides its students and alumni with access to industry experts, and insights on how to build more meaningful connections. • Campaign posts received more than 16,000 likes, more than 300 comments and nearly 1,000 shares showing that fans were interested in more than winning a prize. • The contest received 45 entries which led to additional 307 additional likes and 49 shares, resulting in more viral awareness of CTU. • Throughout the contest, we gained an average of 133 new fans per day for a total increase of more than 3,800 fans in 4 weeks.
  • 9. 9 CONTEST RESULTS Category Achieved Success Metric Total impressions 11,260,097 8,000,000 New Facebook fans 3,800+ 2,500 Facebook likes 16,139 10,000 Facebook shares 974 500 Facebook comments 302 250 Clicks on campaign tab 5,688 3,000 Entries 45 40 • High volume of likes (average of 476/post) and shares (average of 29/post) shows that fans found content helpful and were excited to share information with their own network. This enabled CTU to be introduced as a vital information resource to those who may be unfamiliar with the brand. • While grand prize winners asked Charlene their questions over the phone, questions from runners up were further utilized through social media and blog content, and during the networking event. Grand prize winners were highlighted on CTU’s social media channels through sharable graphics >>
  • 10. 10 INTERACTIVE DATA MAP This interactive data map was designed to show prospects CTU’s expansive network, and help students and alumni feel more connected. Its early success has also led CTU admissions advisors to utilize it during conversations with aspiring students. • The tool breaks student and alumni data down by program area, degree type, age range, and military affiliation. • After clicking on a state, the demographic information will adjust to highlight state-specific criteria. “Pulses” that appear on each state showcase the highest CTU populated cities. • Each state also showcases a Facebook plugin, allowing visitors to introduce themselves to others in their local area. • The population data is updated quarterly.
  • 11. 11 INTERACTIVE DATA MAP RESULTS Category Achieved Success Metric Visits to map 518 500 Unique visits to map 509 250 Average time on map 4:32 minutes 3:00 minutes Comments 96 100 Bounce rate 15% 30% • Low bounce rate (15%) and high average length of time on the map (4:32 minutes) shows that visitors found the tool engaging and informative. • Most traffic to the interactive data map came from CTU’s Facebook page and • While we did not meet our success metric of 100 comments within the first month of launch, the comments received were meaningful and led to additional engagement, such as likes and replies.
  • 12. 12 ON-CAMPUS POSTERS While the “I’m IN” sharable graphics were initially created for social media, we found there was a huge demand for them. On average, each of the six graphics obtained 1,098 likes and 165 shares. As a result, the sharable graphics were converted into posters for the ground campuses. In bringing this online campaign to the offline environment, we were able to help students feel more connected and reconfirm why they’re furthering their education.
  • 13. 13 NETWORKING EVENT GOALS To conclude the Power of In campaign, CTU hosted a student and alumni networking event at the Chicago Illuminating Company. Objectives: • Deliver on our promise that CTU provides its students and alumni with access to real-world experts • Stimulate a culture of connections and networking amongst CTU alumni and students • Encourage brand advocacy and WOM recommendations of CTU • Drive recruitment of Educational Achievers Key Features: • Live-streaming keynote speech from New York Times bestselling author and leadership expert Charlene Li, so those not in Chicago could still experience and learn from the event • Meet and greet sessions with Charlene Li • LinkedIn workshops from Chuks Agada, CTU adjunct faculty member and talent solutions consultant for LinkedIn • Touch screen displays featuring our new interactive data map • Commemorative photo area where individuals can stand in front of event-themed backdrop Watch our sizzle reel, jam-packed with event highlights!
  • 15. 15 INTEGRATED COMMUNICATIONS An integrated communication plan was crafted to drive individuals to attend and create broad awareness of the Power of In event. • Students and alumni in the Chicagoland area received invitations via email and direct mail. • Personalized invites were supplemented with targeted Facebook posts to Chicago residents.
  • 16. 16 INTEGRATED COMMUNICATIONS While the in-person event was designed for CTU students and alumni, the live-streaming keynote speech from Charlene Li was created for the broader audience – in Chicago and across the nation. These tactics helped drive virtual attendees and brand awareness: • Press release around event and CTU’s focus on providing its students and alumni with meaningful connections • Pitching interview with Charlene Li to local news outlets to discuss event • Posting details of webcast on Chicagoland event community calendars, including NBC 5 and CBS 2
  • 17. 17 INTEGRATED COMMUNICATIONS Instead of relying solely on the thought leadership content we used to build awareness of the contest, supplemental assets were developed for pre- and post- promotions of the in-person event. • Four Blog Posts from Charlene Li: • Common Challenges of Entrepreneurs • How to Add Value in Relationships • Tips for Standing Out • How to Stay Inspired/Motivated • Google+ Hangout with Charlene Li and Dr. Johnson, CTU’s Chief Academic Officer • Live-streaming webcast of Charlene’s keynote speech on • Follow up emails to attendees, driving them to the “Relive the Event” tab on Facebook, to Charlene’s CTU blog posts, and to tag themselves in event photos
  • 18. 18 BRAND AWARENESS We provided event attendees with branded CTU merchandise to serve as a reminder of all the connections they made. Each time they use any of these items, individuals will help drive broad awareness of the university. • Attendee gifts included branded totes, license plate frames, tumblers, travel chargers, pen/highlighters, cookie, Moleskine, copy of “Open Leadership” with branded CTU page, copies of our latest thought leadership content. • Branded raffle/door prizes included gym bags, computer bags, and backpacks. • Commemorative photos were emailed to individuals immediately at the event. To get the CTU brand in the hands of advocates, each attendee received: 0 Before Charlene’s keynote, we randomly selected winners for these items:
  • 19. 19 EVENT CHALLENGE Challenge: Guests arriving later than expected Our initial schedule featured an hour-long mocktail (non-alcoholic cocktail) hour, followed by opening remarks and a networking game. However, due to city traffic, many of our registered guests had arrived later than they planned. Solution: Adjusting schedule on the fly We didn’t want those who were late due to traffic to have to miss out on the exciting conversations that were happening during the mocktail hour. As a result, we adjusted the schedule on the fly, removing the networking game altogether, so guests could keep making new connections and enjoying the mocktails. The purpose of the networking game was to break the ice; however, since conversations were already so vibrant during the mocktail hour, we felt cutting the game would be more beneficial.
  • 20. 20 EVENT RESULTS • Roughly 100 guests, including students and alumni as well as CTU leadership and faculty members • Nearly 150 remote individuals watched live stream of Charlene’s keynote, leading to additional 28 Facebook likes, 14 tweets, and 2 Google+ • +200 live shares to the Power of In feed using event hashtag #PowerofIn • 54 commemorative photos taken at event, which led to 97 images shared on Facebook and 35 images shared on Twitter • Estimated social reach: 87,387 sets of eyes
  • 21. 21 EVENT RESULTS Pre-event survey received 165 total responses, and post-event survey received 37 total responses. There is no direct correlation among individual pre- and post-survey responses. Pre-event survey Recommendations for future events • Offer multiple dates: 42.42% • More time to network and make connections: 27.27% • Longer, so I can learn more: 9.09% Top Reasons for attending the event: • Curious to meet CTU in the “Real World”: 62.41% • Speaker/topic interested me: 56.74% *Survey takers able to select more than one response for this question CTU obtained a 2.49 recommendation rating increase after holding Power of In! Post-event survey To help us further gage the change in brand sentiment post-event, guests were invited to complete a survey upon registering for the event and before leaving the venue.
  • 22. 22 EVENT PHOTOS
  • 23. 23 FULL LIST OF CAMPAIGN ASSETS • Campaign hub: • eBook that busts networking myths: • Infographic on power of networking: • Infographic on how to find and keep a mentor: • 3 videos jam-packed with networking tactics • How to Make Meaningful Connections: • How to Add Value to Your Contacts: • Organize Your Contacts or Miss Out: • Video of CTU faculty member Dr. Rahim sharing his mentor story: • Sharable “I’m IN” graphics: • Contest winner announcement: • Blog Posts from Charlene Li • It’s Lonely at the Top and Other Challenges Entrepreneurial Leaders Face: • Adding Value to Your Relationships Requires a Little Give and Get: • There’s No Shame in Failing: • What Drives Your Motivation? • Google+ Hangout with Charlene Li: • Li’s keynote speech from networking event: • Networking event sizzle reel: • Networking event feed: • Event photos: • CTU social media success video: