In early 2013, CTU revamped its Master’s of Business Administration program. The
Meeting Moments campaign was one leg of a full-on national effort to build awareness
of the updated program.
•Aspiring students: Build awareness of CTU’s rewarding, accredited and award-winning
MBA program as well as provide thought leadership pieces from the university’s
business faculty members
•Students and alumni: Reinforce that CTU is an educational leader, providing them with
a quality education that is based on the needs of today’s leading organizations
This one-month integrated marketing initiative was housed on a custom tab within
CTU’s Facebook page. It featured a social media-based contest – a first for CTU at the
time – and thought leadership content from CTU business and management faculty
members. Meeting Moments included paid and organic posts, email communications,
and announcements within CTU student channels, such as the virtual campus.
As one component of the university’s national branding initiative, Meeting Moments
sought to drive awareness of the updated MBA program through social media channels.
Goals Metrics for Success
Build awareness of CTU’s rewarding,
accredited and award-winning MBA program
24 million impressions; 12 million unique
impressions; 10,000 likes, 1,000 comments,
and 700 shares on thought leadership pieces
content CTU business and management faculty
members; 3,000 new Facebook fans; 50 new
Encourage sharing of meeting moments so
community members can learn from others’
meeting successes or mistakes
150 entries on Meeting Moments contest ;
1,000 entry votes; 500 likes on entries; 200
comments on entries; 5,000 contest tab visits
The Meeting Moments contest invited social media users to
submit their best, worst, funniest, or inspiring meeting moments
via Facebook application tab. Each submission needed to tie to
business relationships and/or workplace environment
interactions to qualify for prizes.
The top three qualified entries that received the most votes
received an iPad 2 with CTU-branded cover, stylus pen, and
Moleskine notebook. Voters were able to vote once a day
throughout the contest time period.
Runners up, qualified entries that were not named grand prize
winners, each received a CTU-branded Moleskine notebook.
Halfway through the contest, our weekly reporting allowed us to uncover that certain entrants were
using third party tools to auto-vote on their behalf, dozens of times each day.
Solution: Enforcing rules and changing approach for future contests
Upon checking with our legal team, we confirmed that individuals who utilized the auto-vote function
were violating the contest terms and conditions. As a result, those individuals did not qualify for the
grand prize. We awarded grand prizes to entrants who received the most votes without using such third
Upon further research, we discovered that individuals were able to set up these auto-vote functions
because we kept our contest app un-gated, meaning entrants did not need to sync their Facebook
profile with the app. We initially decided to have an un-gated contest so individuals would be more
inclined to participate. However, after learning this, we determined gated contests moving forward
would give us more qualified entries. To us, quality is more valuable than quantity.
•Ran from March 4 – March 31 and obtained 33,767,990 total
impressions, allowing us to increase awareness of CTU MBA
program and drive engagement on MBA-related content.
•Campaign posts received 16,001 Facebook likes, 1,115 Facebook
shares, and 1,219 Facebook comments, showing that fans were
engaged by more than the opportunity to win prizes.
•On top of overall campaign engagement, the Meeting Moments
contest obtained 231 entries which led to additional 3,800 likes,
275 comments, and 10,556 votes, resulting in more viral awareness
of CTU’s MBA.
•Campaign led to 82 new blog subscribers, who will now receive
future CTU updates – outside of Facebook .
This post alone resulted in 350K+ >>
impressions and 2K+ interactions!
• Uplift in fans on CTU Facebook page, outperforming non-campaign periods: 16%
• Average number of likes per Meeting Moments-related Facebook post : 690
• Average number of shares per Meeting Moments-related post: 50
• Average number of comments per Meeting Moments-related Facebook post: 60
Our community interacted with every single piece of campaign content, which was
designed to reinforce that CTU is an educational leader and leading MBA provider.
When each individual interacted with contest content, their personal Facebook
connections saw it - connections that may have been previously unfamiliar with CTU.
This exposure extended awareness of CTU’s MBA program and thought leadership.
38,371 social actions x 220 avg. Facebook friends* = 8,441,620 word of mouth influence
Category Achieved Success
total impressions 33,767,990 24,000,000
unique user views 16,780,704 12,000,000
new Facebook fans 5,174 3,000
Facebook likes 16,001 10,000
Facebook shares 1,115 700
Facebook comments 1,219 1,000
contest tab visits 15,724 5,000
Category Achieved Success
entries 231 150
likes on entries 3,800 500
votes for entries 10,556 1,000
CTU blog email
Our hub on Facebook continues to house MBA thought leadership. >>
Campaign content included sharable graphics of funny meeting
moments; videos of faculty members sharing their worst
meeting moments; and thought leadership content.
Engagement highlighted on select posts below.
signifies grand prize winners who obtained the most valid votes on their entries.
231 entries led to an additional 14,631 interactions from CTU
fans and non-community members. On average, entry
received approximately 46 votes.
Having entrants encourage their friends and families to vote
on their behalf for the chance to win enabled us to further
viral awareness of CTU.
An integrated communication plan was crafted to drive contest
entries and create broad awareness of the CTU and its
revamped MBA program. Ongoing efforts continue to make
social media initiatives a part of the university fabric.
•Emails and virtual campus announcements invited students to
share their meeting moments.
•Contest blurb and content appeared in aspiring student
marketing materials and newsletters.
•Campaign tab was revamped post-contest to better showcase
thought leadership pieces from CTU’s leading business
management experts. This permanent tab provides aspiring,
current and previous students interested in learning more about
the MBA program with access to the latest MBA content and
the ability to connect with our Dean of Business.
• 3 grand prize winners received an iPad2 with CTU-branded case, stylus pen, and Moleskine
notebook. 215 additional runners-up each received a CTU-branded Moleskine notebook.
• All prizes were delivered with a note encouraging winners to share pictures of them using
products on social media.
^^ Awareness of CTU (and MBA program) continues
to increase as winners use prizes in their meetings
and personal endeavors.
^^ Angela, one of the grand prize winners,
shared this with the Facebook community and
her personal network.
List of Campaign Assets
• Campaign hub: http://bit.ly/MBAatCTU
• Meeting Moment sharable graphics
• Phone mishap: http://on.fb.me/1kvjLbs
• Wardrobe malfunction: http://on.fb.me/Ofnejw
• Awkward goodbye: http://on.fb.me/1jFyaTX
• Not pregnant: http://on.fb.me/1lE5tsQ
• Falling over: http://on.fb.me/1j5gAaP
• Ring tone rap: http://on.fb.me/1j5gVdP
• @CTUBusiness on Twitter: https://twitter.com/CTUBusiness
• MBA Program home page: http://www.coloradotech.edu/degrees/masters/business
• Subscribe to Business Blog: http://bit.ly/1cVoXlD
• Today’s MBA Degree: In Demand and Within Your Reach: http://bit.ly/1iMlxWh
• MBA vs. Master of Science: 5 Questions to Ask Before You Enroll: http://bit.ly/1j5cBLA
• Meetings that Changed the World: http://bit.ly/1mN5nQ3
• Own Every Opportunity with a CTU MBA video: http://youtu.be/Qg7Q1B5ukHg
• Faculty Worst Meeting Moments video: http://youtu.be/vxTA0mkxe2g
• Career-Changing Moment video: http://youtu.be/iZBV2HVqc1k
• Worst Meeting video: http://youtu.be/JzcR9UqHyLg
• Meeting Voice video: http://youtu.be/STJbU8Kgmjg
• Meeting Mouthful video: http://youtu.be/nnJmrfeXQ0U
• Meeting Blackout video: http://youtu.be/IlCN7nJ5FQg
• CTU social media success video: http://youtu.be/Q1yVXGZKxQk