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
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.
• 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
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
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
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
• 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
• 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).
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
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.
• 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
• 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.
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
sharable graphics >>
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
• 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.
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 coloradotech.edu.
• 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.
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.
NETWORKING EVENT GOALS
To conclude the Power of In campaign, CTU hosted a student and
alumni networking event at the Chicago Illuminating Company.
• 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
• 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
Watch our sizzle reel, jam-packed with event highlights!
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.
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
• Press release around event and CTU’s focus on
providing its students and alumni with meaningful
• 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
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 Ustream.com
• 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
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:
for these items:
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.
• 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
• +200 live shares to the Power of In feed using event hashtag
• 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
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.
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
increase after holding
Power of In!
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.
FULL LIST OF CAMPAIGN ASSETS
• Campaign hub: http://bit.ly/PowerofIn
• eBook that busts networking myths: http://bit.ly/16EEDbp
• Infographic on power of networking: http://bit.ly/1bKquK2
• Infographic on how to find and keep a mentor: http://bit.ly/14FSK1G
• 3 videos jam-packed with networking tactics
• How to Make Meaningful Connections: http://youtu.be/zRMiV6ZIpUY
• How to Add Value to Your Contacts: http://youtu.be/6M7ahzk0dGU
• Organize Your Contacts or Miss Out: http://youtu.be/VwBDDgh6Sxg
• Video of CTU faculty member Dr. Rahim sharing his mentor story: http://youtu.be/fXL9T3JsyII
• Sharable “I’m IN” graphics: http://on.fb.me/1a6CUiM
• Contest winner announcement: http://on.fb.me/166c8yR
• Blog Posts from Charlene Li
• It’s Lonely at the Top and Other Challenges Entrepreneurial Leaders Face: http://bit.ly/17KqLLe
• Adding Value to Your Relationships Requires a Little Give and Get: http://bit.ly/14zsxlp
• There’s No Shame in Failing: http://bit.ly/14Wpeou
• What Drives Your Motivation? http://bit.ly/1g11xOj
• Google+ Hangout with Charlene Li: http://youtu.be/PhMgu9SJ1OY
• Li’s keynote speech from networking event: http://youtu.be/W3p670Ee8wE
• Networking event sizzle reel: http://youtu.be/-DWFEmB-4Hw
• Networking event feed: http://bit.ly/PowerofInChicago
• Event photos: http://on.fb.me/1s7U99L
• CTU social media success video: http://youtu.be/Q1yVXGZKxQk