#AskWASC Campaign

A LTHOUGH WASC AC C R ED I TAT I ON A F F EC T S 1 0 0% OF A CAMPU S ON LY ABOUT 1 0% AC TUA L LY KNOW WHAT I T I S . CONCORD I A UN I V E R S I T Y I R V I N E D EC I D ED TO CHANGE A L L

T HAT WI TH A SO C I A L MED I A MARK E T I NG CAMPA I GN D I R EC T E D TO A L L S TUD EN T S , FACU LT Y AND S TA F F.

# A S KWAS C AND T H E WASC GAMES WAS US ED TO ENGAG E T H E CAMPU S I N PO L L S , QU I Z Z E S , P I C TUR E S , QUE S T I ON S

AND P R I Z E S TO P ROMOT E E DUCAT I ON ABOUT WASC .

The WASC Campaign

Overview

Objective Educate the Concordia University Irvine campus about the purpose and importance of the Western

Association of Schools and Colleges (WASC). Promote online and in‐person engagement in The WASC Games, polls, quizzes, and articles. Develop and foster a cohesive community at Concordia University Irvine by promoting the mission

and identity of the institution.

Goals 10% response rate per population from emails on social media or emails 40 questions and/or comments using #AskWASC 10% participation from departments in The WASC Games

Administrators Dr. Peter Senkbeil, Associate Provost and Vice President for Academic Affairs Deborah Lee, Director of Institutional Research Veronica Steele, Social Media Manager Kylie Swope ‘14, Social Media Assistant Kayla Barzan ‘14, Social Media Student Intern Shea Frates ‘15, Social Media Student Intern

WASC Campus Engagement

#AskWASC Audiences

Current Graduate and Adult students Current Undergraduate students

#AskWASC Components Post questions on CUI’s Facebook, Twitter &

Instagram weekly from January 9, 2014 – March 17, 2014. Current students submit answer using #AskWASC.

Winner chosen each week and given a prize. Gift card to Starbucks or Subway Free drink at Emendare Free meal in the Cafeteria One‐day Reserved Parking Spot T‐shirt, Water Bottle, Lanyard

Undergraduate students receive 5 emails between January 2014 and March 2014. Each email promotes the #AskWASC contest, WASC open forum and includes facts about WASC and/or CUI.

Graduate and Adult students receive 3 emails between January 2014 and March 2014. Each email promotes the #AskWASC contest, WASC open forum and includes facts about WASC and/or CUI.

The WASC Games Audiences

All Faculty & Staff The WASC Games Components

Send emails to all departments (a.k.a. “Districts”) between January 9, 2014 – March 17, 2014. Each email includes WASC‐themed games Districts complete the games and submits them to Deborah Lee.

Game answers found in the Institutional Report provided to WASC on February 28, 2013.

Each District receives a total of 3 emails Email 1: Fill in the Blank CUI Mission Statement and

WASC Word Scramble Email 2: Fill in the Blank CUI Mission Statement and

Draw WASC. Email 3: Fill in the Blank CUI Mission Statement and

Multiple Choice Final 2 Districts face‐off in a quiz style showcase on

March 19, 2014 Grand Prize: $500.00

#ASKWASC

The WASC Campaign

#AskWASC Email Campaign

Current Undergraduate Students

Current Graduate & Adult Students

#AskWASC Email Open Rates

Undergraduate Email on 1/15/2014 Email on 1/29/2014 Email on 2/12/2014 Email on 3/5/2014 Email on 3/19/2014

Graduate and Adult Email on 1/15/2014 Email on 2/18/2014 Email on 3/19/2014

79.4% 82.0%

71.7%75.1%

51.3%56.6%

49.4%

25.5%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

January, 15, 2014 January 29, 2014 February 12, 2014 March 5, 2014 March 19, 2014

Undergraduate Graduate

http://www.cui.edu/email/WASC/UG_1_WASC.html





http://www.cui.edu/email/WASC/Grad_Adult_1.html



#AskWASC Response

See the entire #AskWASC story at:www.storify.com/ConcordiaIrvine/askwasc

http://www.cui.edu/AboutCUI/Social-Media/Ask-WASC.aspx

http://www.storify.com/ConcordiaIrvine/askwasc

#AskWASC Assessment

The results of the #AskWASC campaign confirmed our belief that students on campuses these days are actively involved on social media. While the participation level from current undergraduate students was encouragingly high, the participation from the Graduate and Adult communities was not. Proceeding forward, Marketing Social Media will better align its content and post timing to promote more interactions with the growing adult population on campus. This change will take effect immediately as the Social Media team meets monthly to design and coordinate the social media content calendar.

Currently underway is the #AskWASC Response coordination. Responses are being collected from departments around campus to answer the 75+ #AskWASC questions and suggestions from students. Posts entailing responses will be made between March 31 and May 2.

#AskWASC OverviewDemographic

#Hashtag Campaigns

Chatter

Sentiment

#AskWASC Question Response Breakdown

0 20 40 60 80 100

What does WASC stand for?

What is CUI's Mission Statement?

When was CUI first accredited by WASC?

What is the hashtag being used?

What is your favorite CUI opportunity?

Which path are you on? Graduate School or Career?

Suggestion & Question

How are you being called by God?

How do you balance work and school?

Who is your favorite CUI Professor?

Facebook Likes Facebook Comments Facebook Shares Twitter Favorites

Twitter RTs Twitter Replies Twitter Clicks Instagram Likes

Instagram Comments Instagram Entries Google+ +1s Google+ Comments

Social Channel Response Breakdown

0 20 40 60 80 100 120 140 160 180

Facebook Likes

Facebook Comments

Facebook Shares

Twitter Favorites

Twitter RTs

Twitter Replies

Twitter Clicks

Instagram Likes

Instagram Comments

Instagram Entries

Google+ +1s

Google+ CommentsWhat does WASC stand for?

What is CUI's Mission Statement?

When was CUI first accredited by WASC?

What is the hashtag being used?

What is your favorite CUI opportunity?

Which path are you on? Graduate School orCareer?

Suggestion & Question

How are you being called by God?

How do you balance work and school?

Who is your favorite CUI Professor?

#AskWASC Campaign PostJanuary 9th 2014

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Lifetime Post Impressions by people who have liked your Page

Lifetime Post reach by people who like your Page

Lifetime People who have liked your Page and engaged with…

Facebook Insights

0 5 10 15 20 25 30 35 40 45

Facebook(Likes, Comments & Shares)

Twitter(RT, Clicked Links, Favorites & Replies)

Instagram(Likes, Comments & Submissions)

Google+(+1 & Comments)

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#AskWASC Campaign Post January 15th 2014

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Facebook (Likes, Comments & Shares)

TwiGer (RT, Clicked Links, Favorites & Replies)

Instagram (Likes, Comments & Submissions)

Google+ (+1 & Comments)

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LifePme Post Total Reach

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LifePme Post ConsumpPons

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LifePme Post reach by people who like your Page

LifePme People who have liked your Page and engaged with

Facebook Insights

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#AskWASC Campaign PostJanuary 21st 2014

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#AskWASC Campaign PostJanuary 28th 2014

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#AskWASC Campaign PostFebruary 4th 2014

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#AskWASC Campaign PostMarch 4th 2014

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THE WASC GAMES

The WASC Campaign

The WASC Games Email Campaign

Faculty & Staff

The WASC Games Email Open Rate

Faculty & Staff Email on 1/9/2014 Email on 1/30/2014 Email on 3/3/2014

Open Rate: Percentage of total recipients (successful deliveries) that opened the email

Unique Clicks: Percentage of recipients that registered as an open who also clicked on the Institutional Report URL.

78.3%

71.9%69.8%

81.0%

64.0%

96.0%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

January 9, 2014 January 30, 2014 March 3, 2014

Email Open Rate

Institutional ReportUnique Click Rate

http://www.cui.edu/email/WASC/Staff_Faculty_1.html



The WASC Games Participation

Academic AdvisingAdmissions

Adult, Graduate, and Online LearningAdvancementBon Appetit

BursarCampus SafetyChrist College

Communication StudiesCSLDDLRCEnglish

Finance and AccountingFinancial Aid

First Year ExperienceGlobal Programs

Graduate AdmissionsLibrary

MarCommMathematics

NursingOffice of the ProvostProfessional Studies

RegistrarSchool of EducationStudent Conduct

The WASC Games Response

Dear Deborah and Veronica‐‐

As an EEC member and English Department professor, it was interesting to watch the WASC games unfold, and inspiring to watch it involve not just our department but the entire university.

Each step of the faculty "WASC Games" gave me a great excuse to go around to my department colleagues and discuss aspects of the institutional report with them (as well as re‐visit the CUI mission statement and Great Commission).

It was "sneaky" but effective, and having $500 on the line gave it just a bit more "urgency" than usual.

So . . . thanks for all the work you did to come up with this idea and implement it. It was an enjoyable way to get conversations going in advance of the WASC team visit this week.

I know this is a busy time for you as you continue to prepare for the WASC visit . . . but I just wanted to let you know how much I appreciate your creativity (and the hard work that it took to translate the initial "WASC Games" idea into action).

Blessings,

Thea GavinProfessor of English

PS And the "thank‐you note" with free lunch tickets was a nice surprise today. . . thanks for the thanks :)

Dear Capitol Liaisons,

A big shout out to you WASC STARS on a job berry well done. You made it all look so easy. Getting the whole district ready for the big Quarter Quell next week was undoubtedly fraught with a lot of higher‐education minutia and bureaucratic rigamarole, and yet the whole experience left me with a hunger to learn more. Who knew? I don't think there is a creature on campus who doesn't know about or feel prepared to host our WASC visitors next week. Strolling back to my office from chapel this morning, I distinctly heard a Mockingjay singing about it!

Seriously, and I think I can speak with confidence for everyone who has spent time on campus in 2014, I have learned a great deal more about WASC in the last few months than I ever dreamed possible. At the same time, I'm now aware that there is much more to learn. You three truly made this process seem fun and exciting (if they could make going to the dentist as pleasant, my teeth would sparkle).

Thank you for your creativity, hard work and a job well done!

I pray God blesses you all with a peaceful, refreshing weekend,

Sherry PowersMBA Business and Community LiaisonMBA Admissions Coordinator

The WASC Games Response

Hello Peter,

I was capturing the video I recorded of the WASC competition at the faculty/staff meeting and it reminded me that I wanted to thank you and your team on a job well done. It truly was a fun and creative way to engage the campus in what some may perceive to be a tedious or not‐so‐interesting hoop to jump through. Not only was the competition at the meeting entertaining (although you should consider dying your hair and brightening those teeth a bit), all the challenges leading up to the main event were great for morale and team/department building.

So thank you and your team for putting all that time, energy, and effort into the WASC Games!

Blessings,John H. Randall ’90, M.A.Ed.Director, Center for Excellence in Learning & TeachingAssistant Professor of Instructional Design

Hi Everyone,

I just want to thank you for making the WASC information fun. You all did a great job at keeping it relevant and entertaining for us all. I know you have worked hard to ensure this visit is smooth and I’m sure it will be because of all you’ve done. I’m praying for a successful visit!

Thanks,

Rina CampbellDirector of Graduate and Adult Admissions

The WASC Games Assessment

The WASC Games were another exciting success resulting in community engagement among faculty, staff, departments and administration. Participation in the games surpassed the goal of 10% proving that WASC can indeed be fun. The execution of the game overall was successful with some components better than others. Should we host another large game in the future, the rules and game instructions will be more transparent which should eliminate discrepancies among departments at the end.

#AskWASC Campaign

Education

Transcript of #AskWASC Campaign