UBC SORORITIES

365 Final Research

Presentation

Cecilia Chun, Raymond Tang, Yubei Tao, Maxime Doyle & Samantha WalshWednesday, November 27th, 2013

COMPANY BACKGROUND & SITUATIONAL ANALYSIS

STATEMENT OF THE PROBLEM, OBJECTIVE, QUESTION & HYPOTHESES

SELECTION OF RESEARCH METHODS

PRIMARY RESULTS: SURVEY/FOCUS GROUPS- QUALITATIVE ANALYSES

SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES

LIMITATIONS

FINAL RECOMMENDATIONS

Overview

This organization encompasses over

600 women, allowing them to

develop friendships, leadership experience,

philanthropic initiative and

academic growth

There are this number of sorority

chapters on campus

The sterotypes associated with Fraternities and

Sororities include…

Sororities have existed on this campus for this amount of years

Let’s Play Jeopardy

What is UBC Sororities

What is 8 Chapters

What is Party-going, caucasian,

wealthy, pompous,

drunken girls and boys who

care more about looks than school

What is over 85 years!

Who they are

• UBC Sororities is a social organization that represents all 8 sororities on this campus and is responsible for the promotion and administration of Formal Recruitment

What? When?

• Approximately 400 girls go through recruitment each year in September to find the sorority that is right for them.

What is UBC Sororities?COMPANY BACKGROUND & SITUATIONAL ANALYSIS

Situational Analysis

810 Caucasian

Chinese

Other Asian Ethnicities

African American, Arab, Aboriginal, Other

UBC Sororities PNMsUBC Demographics

Social ClubsCVC

YOURSAISEC

Cultural ClubsYWIB

Phrateres

Philanthropic InitiativesBest Buddies

Lace Up for KidsRelay for Life

UNICEF

Miscellaneous Sports Clubs/Teams

UBC RECReligious Clubs

Part/Full Time Jobs

Faculty Social ClubsOption Clubs (Accounting)

AMSCUS, AUS, SUS etc.

Exchange Student ClubCo-Op

UBC Sororities

Competitors

Competitive AnalysisCOMPANY BACKGROUND & SITUATIONAL ANALYSIS

Introduction to the Research Problem

• Differentiate itself from the growing number of clubs• Small budget to advertise and promote the organization• Must determine which marketing strategies are effective

in increasing awareness and reaching the target students

Statement of the Problem

• Determine the link between different strategies and the number of enrollment attributed to each

Research Objective

• How effective were each of the strategies employed during the 2013 recruitment in attracting potential new members and increasing awareness?

Research Question

STATEMENT OF THE PROBLEM, OBJECTIVE, QUESTIONS & HYPOTHESES

Hypotheses

H1: Investing both time and

money in Facebook

Advertisements and Material is

Worthwhile

H2: The Website is effective in leading new

members to the Facebook and Recruitment Signup Page

H3: Online & Offline PR

materials in 2013 were effective in

educating potential new

members about the system

STATEMENT OF THE PROBLEM, OBJECTIVE, QUESTIONS & HYPOTHESES

Methods Used

Focus Groups

Recruitment Survey

Facebook Analysis

Website Analysis

SELECTION OF RESEARCH METHODS

Questions to Address with Survey Difference between year & lead source year & reason for joining? lead source & reason for joining? UBC year & sufficient level of

preparation for recruitment? Was scholarship opportunities a factor for members to join

sororities?JJj

Motivation to Join a Sorority

Reason(s) for Joining

Resources Exposed to Before Registration

Meeting New People

Leadership Opportunities

14%Because of a

Friend2%

Sisterhood24%

Curious10%

Volunteer Opportunities

Scholarship Opportunities

Athletic Opportu-nities

5%Other

ubcsororities.com19%

Friend in the Greek system

Friend non Greek9%

Family member6%

Brochure received in the mail 10%

Imagine Day booth7%

Residence Booth Totem Vanier1%

Welcome Back BBQ0%

Individual sorority website3%

MUGleader4%

AMS Club listing1%

Facebook / Twitter11%

New to UBC email1% Other_A

Differences in Reason for Joining Between Years

Reason for Joining P-Value

Meet New People 0.005 (Significant)

Leadership Opportunities 0.061

Because Friend 0.931

Sisterhood 0.008 (Significant)

Curiousity 0.318

Volunteer 0.162

Scholarship 0.918

Athletic 0.599

Reasons to Join – Differences Between Years

Meet new people23%

Leadership oppor-tunities

12%Because of a friend

2%Sisterhood 27%

Curious/ to check it out8%

Volunteer opportu-nities17%

Scholarship oppor-tunities

Athletic opportu-nities

6%Other

Year 1

Meet new people26%

Leadership opportu-nities18%

Because of a friend2%

Sisterhood 22%

Scholarship opportu-nities

Athletic opportunities 3%

Other 2%

Year 2

Meet new people31%

Leadership opportu-nities12%

Sisterhood 19%

Scholarship oppor-tunities

Athletic opportu-nities

Year 3

Meet new people20%

Leadership opportunities15%

Sisterhood 10%

Volunteer opportunities5%

Year 4

Impact of Word-of-Mouth

Reasons of Joining Through Word of Mouth

Other Reasons for Joining

Meeting New People

15%Because of a

Friend1%

Sisterhood25%

Curious9%

Athletic Opportu-nities

5%Other

Meeting New People

Because of a Friend

Sisterhood21%

Curious10%

Athletic Opportunities4%

Other0%

Question 5: Did you visit the UBC Sororities website, Twitter, or Facebook page before attending UBC Sororities recruitment?

Yes17994%

No126%

7%Year 1

Year 2

Year 3

Year 4

Question 6: Did you find the information useful to your recruitment experience?

Yes 17994%

Yes , 96, 92%

No, 4, 4% NA

Year 1

Yes 52

Year 2

Yes 25

Year 3

Year 4

Question 16 - Are you aware of the scholarships offered by UBC Sororities?

Yes 26%

Yes 23%

Year 1

Yes 33%

Year 2

Yes 31%

Year 3

No100%

Year 4

Scholarship Awareness vs. Lead Source

Friend

ecieve

Residen

Vanier

Individ

lublist

ingint

UBCemail

20406080

100120140

3 1 11 184

5 610 10 2 2 5 2 1 0 2 1 1 7 0 3

No Yes

Written Survey SectionWhat were your initial impressions of UBC

sororities before you went through recruitment?

PRIMARY RESULTS: SURVEY/FOCUS GROUPS - QUALITATIVE ANALYSES

Word Cloud

Survey Comments Findings:

group of girls

organized activities & recruitment

lots of fun events

good way to make friends

build community

great opportunity

Analysis of Facebook pageKey Metrics

Reach: total, organic & paid

Comments, likes & shares

Additional Considerations

Recruitment month vs. rest of year

Optimal time, day and type

Recruitment vs. non-

recruitment posts

Paid vs. non-paid

Total 2013 reachSECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES

Most Popular TabsSECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES

External Referrers SECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES

Likes, Comments & SharesSECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES

Interaction based on time and daySECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES

Types of PostsSECONDARY RESULTS: FACEBOOK & WEBSITE ANALYSES

T-Test: September vs. Rest of yearWhether or not the mean reach, likes, comments & shares of posts in September and posts during the other months are

different

Reach: p-value=

0.018955978 different

Likes: p-value=

0.002134242 different

Comments: p-value=

0.461433819 not different

Shares:p-value=

T-Test: Recruitment vs. non recruitment posts Whether or not the mean reach, likes, comments & shares of recruitment related posts and posts unrelated to recruitment

are different

Reach: p-value=

Likes: p-value=

Comments: p-value=

Shares:p-value=

T-Test: Total vs. Organic reach of paid posts

Whether or not the mean total reach is different than the organic reach of boosted posts: is it useful to “boost posts”?

Average total reach= 8258.5

Average organic reach= 4255.75

Pvalue= 0.040539477

different

Boosted posts have greater

reach: it is useful to boost

Website Audience Report: To Understand Our Viewers Better

Who Makes Up Your

Audience

Reach and Consumption

Loyalty and Engagement

Audience

Results: Geography

Results: Language

Results: Behavior – New vs. Returning

Results: Technology – Browser & Screen Resolution

Behavior Report: To meet the needs & expectations of visitors

Frequency of Page Views

Bounce RatesBehavior Flow

Behavior

Frequency of Page Views & Bounce Rates

Behavior Flow

Acquisition Report: How our visitors are acquired

Keywords SourcesAcquisition

Acquisition Report: Keywords (month of October)

Acquisition Report: Sources

FacebookNumber of observations: Incomplete year (September to November)Only 4 paid advertisements since July 2011: Unreliable results when compared to non-paid (n<30)

Focus GroupsGirls self-selected themselves to be part of these groups and it was only open to girls who accepted a bid from a chapter. (Selection Bias)

This focus group took place a month after the start of the recruitment period.

LIMITATIONS

WebsiteAlthough Google Analytics can tell you where the sources of your traffic are coming from it cannot tell you why.

Does not differentiate between who is actually on the website because they are interested in recruitment or if they are just interested in reading up on Sororities.

We were unable to analyze demographic and gender data because of the restrictions of Google Analytic reports that we weren't given access to.

SurveysOnly girls who were retained to the end of the last round completed this survey.The survey was administered at the end of the day and a lot of women were hoping to go home.

LIMITATIONS

HypothesesH1: Investing both time and money in

Facebook Advertisements and

Material is Worthwhile

Survey Findings The reasons for joining a sorority and the lead source between the

different years is relatively similar.

The biggest reason why girls join sororities is to meet new people and seek sisterhood.◦ Those that received suggestions from a friend were more inclined to meet new

people through a sorority compared to other means of learning about sororities.

Most respondents aren’t aware that scholarships are offered by sororities. Sororities should further promote this offering and raise awareness as the majority of respondents from all channels are unaware of its existence

Website Findings Based on the information gathered under languages we recommend

that the Sororities translate their most relevant and important content into those languages.

In order to maximize the enjoyability and viewability of the website they should take into account the most used browser/screen resolution and tailor their website to suit those needs.

Since the majority of the traffic is derived from a search term using organic terms, we recommend that in addition to purchasing Facebook ads that the sororities also purchase relevant SEO keywords.

Focus Group Findings Impression of Sorority after being educated:

◦ generally united as an organization Overall Impression of Promotional Material:

◦ Pamphlets were too general and should’ve included more information ◦ Posters were too similar to flyers, if noticed in the first place◦ Imagine Day booth members need to focus on recruitment

Online Presence:◦ Website was visited the most often and cited as the most useful

source for information◦ Social Media needs to be more active to receive more likes and

followers

Facebook Findings

FACEBOOK PAGE IS

EFFECTIVE

Paid ads are useful in

increasing the reach

compared to organic reach

photos are most

effective

Post between noon and 10pm for maximum reach and

engagement

Focus on timeline

since nearly all visits are

to the timeline

Efforts to increase

reach through

shares had no impact

Thank You!

Comments?

Questions?

Suggestions?

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