2. Campaign evaluation
Tuesday, July 5, 2016
Meet Your SBO’s / Social Media Promotion
Summary
“Meet Your SBOs” was a Facebook only campaign that ran adjacent to a physical campaign
promoting SGA’s social media accounts. In total, the dual-facing campaign ran for roughly a
month and reached thousands of Facebook users – the success of the Social Media Promotion
cannot be quantitatively analyzed, but data suggests it was moderately effective. Overall, the
campaigns were cost effective, can be easily duplicated, and well served their underlying and
immediate purposes.
The immediate purpose behind the “Meet Your SBOs” campaign was to introduce each Student
Body Officer to the students of TCU and others that may be interested in or hold a stake in SGA’s
operations. Further, it was meant to connect a name, position, and organization to faces to make
each officer more approachable, recognizable, and familiar around campus.
The Social Media Promotion utilized eye-catching graphics in and around the BLUU to reach
students still on campus working first-year experience programming and incoming freshman
arriving for orientation and Frog Camp. Its primary purposes were to add more brand recognition
to SGA and to display social media handles on a large stage.
Each Facebook post was a weekly headshot and infographic featuring each SBO and their
respective information. Posts were published at 12:30 PM each Tuesday throughout the
campaign’s life. Each post also featured a link to the SGA website’s leadership page and those
pictured were “tagged” to engage students who are friends with them. Data to follow will detail
the nature of engagements with the posts.
Posts were boosted using Facebook’s advertising services, but boosts were typically short lived as
the graphics did not meet one of Facebook’s criterion – it contained too much text. In analyzing
the graphics and becoming more familiar with Facebook’s rules, it is clear that this obstacle can
be corrected for in the future which will yield even more positive results, although it did not have
a severely negative impact on the performance of the campaign.
Facebook’s advertising service allows the administrator of the ad to designate a specific target
audience in order to more directly reach those believed to most likely want to see what SGA has
to offer on social media and how the organization will and can benefit them as students or those
interested in TCU. For this campaign, men and women between the ages of 17 and 25 in the Fort
Worth, Texas area, Texas, California, Illinois, and Colorado in general, who in some way express
interest on their personal account in TCU or TCU Athletics were targeted.
Overall, the campaigns were received well and based on a deep analysis were successful.
Hudson Trent – Director of Marketing
3. Campaign evaluation
Tuesday, July 5, 2016
Date(s) of Campaign: June 7th
, 2016 – July 4th
, 2016
Media Components:
Physical
BLUU Banner (15’ X 3’) – Used one on the BLUU Market Square Balcony
BLUU Napkin Dispenser Graphics (4” X 6”) – Used Roughly 175
Social
Weekly Facebook Posts (In Order from Left to Right)
4. Campaign evaluation
Tuesday, July 5, 2016
Men & Women Ages 17 - 25
Locations: CA, CO, IL,
TX
Interests: Fort Worth,
TCU, TCU Athletics
Target Market
Demographic Targeted:
The graphic below details the targeted demographics for the Facebook campaign
Facebook Insights:
Page Performance During Campaign (Last 31 Days)
The SGA Facebook page was viewed 92 times in the last 31 days, more than 67% of the
time from a mobile device on the Facebook app.
Page likes netted out to 10 likes, 18 new likes and 8 un-likes, up 100% from the previous
31-day period.
These likes, after a more in depth analysis of each user, consisted of family of TCU
students, TCU alumnae, and several current TCU students.
Post engagement, up 100% also, is thanks in total due to the campaign that vastly increased
user traffic.
Page reach, up an immense 4,822%, can be attributed primarily by the boosted posts
included in the campaign and partially due to the physical campaign on campus.
Other metrics suggest that the physical campaign was received well but yielded few
quantitative insights.
Overall, page interaction and performance were greatly improved thanks to the campaign
and likely will continue to feel the positive effects of the physical campaign that is ongoing.
Page Views
• 92 Views
• Up 124%
from previous
period
Page Likes
• 18 New Likes
• 10 Net (8
Unlikes)
• Up 100%
Post
Engagement
• 1,229 Post
Engagements
• Up 100%
Page Reach
• 12,797
Reached
• Up 4,822%
5. Campaign evaluation
Tuesday, July 5, 2016
Campaign Performance – General and by Post
Post Timing
Posts were initiated each Tuesday afternoon at 12:30 PM – justification for timing was
based on the following graph and general Facebook marketing research that suggests the
best time to catch page “likers” is in the after-lunch slump. The aforementioned graph
below details the SGA page’s followers’ average Facebook activity.
Campaign Timeline
Posts were released weekly and were to be stimulated by the on campus physical campaign
in and around the BLUU.
Delays in getting the physical marketing materials in place likely reduced their
effectiveness.
Although, post data does not reflect much of a change in effectiveness following
implementation of the physical marketing materials.
Time of Posts
8. Campaign evaluation
Tuesday, July 5, 2016
Overall Post Performance
Each post yielded somewhat similar results, with each having their own quirks and some with
some slight issues – primarily with respect to boosting. Posts were also adorned with an opening
phrase that pointed viewers to click a link below the text to draw more users to the SGA website.
This decision was made based on data that suggested previous posts with links attached to pictures
were typically successful on average on SGA’s page. One post, Kelsey Ritchie’s, was left without
a link to determine if this hypothesis was true – it was, as Kelsey’s was the lowest performing and
least cost effective. This is likely because of the lack of the link and potentially a malfunction
within the ad management application on Facebook.
The total cost of the social media campaign totaled $15.30 while reaching 10,688 Facebook users,
yielding 664 post clicks, and 37 link clicks: less than a penny per user reached, about two cents
per post click, and about 40 cents per link click.
Cost of Physical Campaign and Overall Performance
The physical campaign, while more expensive, provided the marketing team with valuable insight
into how marketing on campus works (i.e. red tape, contacts around campus) and how similar
campaigns may behave during the normal school year. It also allowed the marketing team to get
an understanding of how much time a physical campaign of similar scale would take to implement.
The BLUU Banner, pictured above, cost $110, and the Napkin Dispenser graphics, roughly 200
of them, also pictured above, cost roughly $51.
In total, the campaign cost SGA $176.30. This price, still, yields a miniscule per-reach cost of
roughly two cents.
9. Campaign evaluation
Tuesday, July 5, 2016
Division of Labor
This campaign’s graphics were done in entirety by Emily Nicholson, the Marketing Team’s
videographer. She stepped in while the team’s graphic designer was studying abroad and
unavailable. Decisions for these graphics were made in line with the visions of Sarina Price, the
Campaign Manager, and Hudson Trent, the Director of Marketing.
The campaign’s implementation, apart from the hanging of the BLUU Banner, was done in its
entirety by Hudson Trent. This evaluation and some design decisions were also made by Hudson
Trent, but Sarina Price was often consulted on major decisions.
Areas for Improvement
Although the campaign was highly cost effective and reached over 10,000 Facebook users, there
were several major areas for improvement.
Post Boosting – had Facebook’s guidelines on the amount of text allowed on an
advertisement been known prior to the campaign, a very different approach may have been
taken. The team was able to step around this rule at times, but, as likely noticed in the post
by post analysis, boosting was extremely inconsistent and yielded very different results.
Physical Marketing Media Implementation – the distribution of the napkin dispenser
graphics and the hanging of the BLUU Banner were delayed due to a lack of marketing
team presence in Fort Worth and a slow dialogue between those able to assist the marketing
team. Having learned that the BLUU’s process for promotions is rather cumbersome, the
marketing team will be sure to begin talks with them earlier.
Division of Work – because of conflicting summer plans and a relatively tumultuous and
rushed nature to this campaign, not everyone on the marketing team was able to participate
on this campaign. This is not a major area of concern for the current month, but it does
suggest that more hands on deck may be the key to making similarly scaled campaigns run
smoother. On larger scale campaigns, though, the marketing team must look into ways to
quickly raise an ad hoc committee to undertake the tasks that go along with it.
Research – because this was the first campaign since the marketing team’s inception, it is
understandable that little research could be done beforehand. But, had there been adequate
time and resources available to undertake this research, the campaign could have run much
smoother. In the future, the marketing team will make it a point to more deeply research
the audience and the subject matter being marketed so that it can be optimally received.
