Garnet & Black Campaign Prepared by: Angela Cooper
1 of 38
Executive Summary This campaign is for the Garnet & Black magazine. Garnet & Black is the student magazine at the University of South Carolina. The quarterly magazine serves as a general interest magazine for the Carolina community. Garnet & Black hosts launch parties in 5 Points to celebrate the release of new issues. The magazine has experienced low attendance for launch parties for the past two years. My focus in this campaign was to promote the final launch party of the school year, April 16 at The Attic in 5 Points. For this campaign I conducted secondary and primary research to find out how Garnet & Black could increase interaction and better reach its publics. My secondary research included interviews with Garnet & Black staff and research on other schools’ magazines. For primary research I conducted a nine-question questionnaire to find out how University of South Carolina students find out about events and what social media outlets they use. My research helped me to develop tactics to reach my objective of having a successful launch party with 50 to 75 people in attendance. The tactics I implemented in this campaign were strategically posting to social media during peak times and hanging and handing out fliers on campus. Fliers were also used as an attachment to social media postings. Garnet & Black’s followers were mentioned and retweeted on Twitter with information about the upcoming launch party. I increased Garnet & Black’s Twitter followers and interact with its followers. The tactics used brought 62 people to the launch party on April 16. Overall, the launch party portion of this campaign for Garnet & Black magazine was successful. In the future, Garnet & Black should implement press releases and event calendar submissions to promote launch parties and increase attendance. A percent night should also be implemented to raise funds to have give-aways via social media to increase interaction with its publics. The above objectives and tactics can be evaluated by the number of people in attendance to the launch party and the amount of money raised by the percent night.
2 of 38
Overview Chapter Client Overview For my capstone public relations course at the University of South Carolina, I worked on a campaign for Garnet & Black Magazine, the student magazine of the university. The publication serves as a general interest magazine for the Carolina community. It is a free publication that is published quarterly.
I chose to work with Garnet & Black for my campaign because I’ve been involved with the magazine for three years as a part of the public relations staff. This campaign has been an opportunity for more of hands on experience with managing the magazine. Garnet & Black hosts launch parties in 5 Points for each magazine release. I have planned and promoted the final launch party of the year that was held on April 16. My goal was to have 50 to 75 people attend. I met that goal and 62 people attended the final launch party of the year at The Attic. Many parts of this campaign have been implemented while there are a few intended for future use.
3 of 38
Communications Theory The interaction theory was the main theory that applied to this campaign. The interaction theory says that the influence that a medium has over its audience is proportional to the amount of effort involved in consuming it (Bobbit 23). After taking over Garnet & Black’s Twitter account, I found that interacting with followers helped create awareness for the launch party. Social media will be the quickest and easiest way for the magazine to interact with Carolina students. In the future, Garnet & Black can have trivia games or photo challenges on its social media accounts and followers can interact by posting their pictures back. I suggest starting a series called “Caught reading Garnet & Black” where readers could tweet pictures of people they see reading the magazine or themselves reading it. This is simply interaction and doesn’t always have to include a prize for followers.
Hosting percent nights for the magazine could also be an example of interaction theory. Students and the rest of the Carolina community can get involved with G&B by simply eating where the fundraiser is held. If they see that their contribution to Garnet & Black is coming back to them in the form of better launch events or prizes, they’ll be interested in contributing to the fun. I thought that the interaction theory was the best for this campaign on social media because my research showed that many students use social media. It is where most of them get their news.
4 of 38
Campaign in Brief Research I began my secondary research by exploring Garnet & Black’s website and social media accounts. There I found information on Garnet & Black’s history and got to see what type of stories they do. On the social media accounts, I observed Garnet & Black’s followers and posting habits. I was also able to speak with the magazine’s Editor-in-Chief, Chris Rosa and the public relations director, Anna Mathias. The conversations I had with them helped me to understand some of the issues that the publication has and where they would like to see it go.
I conducted primary research with a questionnaire. The questionnaire included questions about how respondents receive their information and what social media outlets they use the most. At the close of the survey, 77 people had responded. Because of time, I was unable to have a larger number of responses. My research showed that many people had never heard about Garnet & Black’s launch parties. Creating awareness was my main focus for this campaign because people cannot show up to an event if they do not know about it. Goals My goals for this campaign were to host a successful launch party and a successful percent night for Garnet & Black.
5 of 38
Objectives & Strategies My objectives for this campaign were to have at least 50 to 75 people attend the final launch party of the year on April 16. I planned to increase interaction with 20 Twitter followers and Facebook friends. I also wanted to increase Twitter followers and Facebook friends by 20 percent. Future objectives for Garnet & Black include having at least 50 people come out and eat for Garnet & Black’s percent night and to host approximately three social media give-aways per semester. These objectives fall under the interaction theory. By using social media on a more consistent basis and updating during peak times, Garnet & Black can better reach its publics.
Tactics
- Strategic social media postings during peak times - Fliers and posters promoting launch parties and percent nights - Fliers to students on campus - All fliers must have Garnet & Black social media handles on them - Email newsletters with Garnet & Black upcoming events - Free Times event calendar for information on launch party - Collaboration with other organizations such as The Daily Gamecock - Interactive content and give-aways via social media
6 of 38
Tactics Implementation The interaction with followers and consistent postings have been implemented on Twitter. The same practices for Facebook and Instagram will be implemented in the future. A press release, Free Times event calendar submission and Instagram have already been created and will be implemented in the future. The give-aways will be implemented in the future because they need funds before they can be practiced.
Evaluation I believe that the parts of my campaign that have been implemented have been successful. Although I wasn’t able to meet my objective of increasing Twitter followers by 20 percent, I still saw a rise in Garnet & Black’s followers. I wasn’t able to get access to the magazine’s Facebook and Instagram accounts so those parts of the campaign still need to be implemented. The third launch party of the year in February only had 27 people attend. Sixty-two people attended the party on April 16 at The Attic. This is more than double what Garnet & Black usually has at launch events.
Changes I had planned to take over all of Garnet & Black’s social media outlets, but I was only able to get access to the Twitter account. At the beginning of my campaign, I wanted to implement a percent night for Garnet & Black to earn some funds but because of time, the percent night will have to be implemented in the fall semester. Not having funds also pushed back some other parts of the campaign such as the give-aways.
7 of 38
Bibliography “About.” Garnet and Black. Web. 20 Feb. 2015. <http://www.gandbmagazine.com/page/about>. Bobbitt, William R., and Ruth Sullivan. Developing the Public Relations Campaign. 3rd
ed. Boston:
Pearson/Allyn and Bacon, 2013. Print. Harvey, Lee. "Reinforcement Theory." Social Research Glossary. N.p., 2014. Web. 28
Jan. 2015.
Lamb, Brett. “The Reinforcement Theory | Media in Minutes | Episode 4. “YouTube.
YouTube, 11
Nov. 2012. Web. 27 Jan. 2015.
"Event Submission." Free Times. Web. 23 Mar. 2015. <http://www.free-times.com/events/ submission>. Mathias, Anna. "Initial Interview." Telephone interview. 12 Feb. 2015. Rosa, Chris. "Initial Interview." Personal interview. 4 Feb. 2015. Swann, Patricia. Cases in Public Relations Management: The Rise of Social Media and Activism. Second ed. New York: Routledge, 2014. Print.
8 of 38
Research Chapter Introduction I am creating a public relations campaign for Garnet & Black magazine, the student magazine of the University of South Carolina. Garnet & Black focuses on issues and interests of the Carolina community. The quarterly publication hosts launch parties in 5 Points to celebrate its new issues. The purpose of this campaign is to increase attendance at the final launch party of the semester on April 16.
I conducted secondary and primary research to better understand how Garnet & Black is funded and operated and how members of the Carolina community get their information about events. This research will help me better reach my target audience for the launch party in April.
Secondary Research I gathered some general information about Garnet & Black from its website. The publication was established in 1994 in consolidation of the universityâ&#x20AC;&#x2122;s yearbook and literary magazine. It is mainly an entertainment and lifestyle magazine for the Carolina community.
From my initial meeting with editor-in-chief, Chris Rosa, I found that Garnet & Black is funded solely by advertisement sales. Money from the ads sales is first used to print the magazine. Garnet & Black costs approximately $21,000 to print 8,000 magazines quarterly. This leaves the staff with roughly $250 to use toward each issueâ&#x20AC;&#x2122;s launch party. The publication has problems getting all of their magazines off of racks around campus and are often left with about 1,000 9 of 38
copies per issue sitting in the main office each quarter. To save money for upcoming years, it has been proposed to cut down the number of copies ordered.
Garnet & Black uses Twitter (2,919 followers), Facebook (2,691 likes) and Instagram (298 followers). I observed on Garnet & Blackâ&#x20AC;&#x2122;s social media accounts that there are not regular postings. Postings only seem to occur a few days before a new issue is launching and then it dies out. There is also zero direct interaction with followers on any of these social networks.
One of the concerns expressed by Anna Mathias, public relations director of the magazine was getting away from the bar scene for the launch parties. She was concerned that maybe the bar scene wasn't the preference for Garnet & Black readers but it has been convenient for the magazine because it is free to host at bars.
I looked into the University of Georgia, the University of Florida and Clemson Universityâ&#x20AC;&#x2122;s student magazines but none of the information found proved to be useful to this campaign.
The Free Times has an online and print event calendar that reaches 100,000 readers each week. Garnet & Black can list its events for little as $20 (Free Times Event Submission).
10 of 38
Primary Research For my primary research I conducted a survey of USC students. I chose this sample because students are the primary publics of Garnet & Black. I conducted the survey by sending a link to the survey through email to the non-journalism classes that Iâ&#x20AC;&#x2122;ve taken at the university. I chose non-journalism classes to try to have less of a bias toward Garnet & Black. Participants took this survey between Feb 23 and March 5, 2015. My sample size was a total of 453 students. At the closing of my survey, there were 77 responses from University of South Carolina students. Methodology I conducted a survey which I hosted on Google Forms. The following was sent asking about Garnet & Black and social media. Garnet & Black is a student media outlet at the University of South Carolina. This publication focuses on issues of general interest to the Carolina community. Please take a minute to participate in this brief survey to help Garnet & Black better reach the Carolina communityâ&#x20AC;&#x2122;s population. 1. Do you know what Garnet & Black is? a. Yes b. No c. Not sure 2. Which social media outlet do you use the most? Check all that apply. a. Twitter b. Facebook c. Instagram d. None
11 of 38
3. Do you follow Garnet & Black on social media? If so, which one? Check all that apply. a. I do not follow Garnet & Black b. Twitter c. Facebook d. Instagram 4. How do you find out about what’s happening on campus and around Columbia? a. Social media b. Fliers c. Word of mouth 5. Do you go to 5 Points? a. Yes b. No 6. Have you been to a Garnet & Black launch party? If not, why? a. Yes, I have been b. Not Interested c. Didn’t know about it 7. How likely are you to go to a bar if you knew Garnet & Black’s launch party was being held there? Very Likely
Somewhat Likely
5
4
Not Sure
Not Likely
3
Very Unlikely
2
1
8. How often do you attend percent nights to help student organizations?
Very Often 5
Often 4
Every once in a while Rarely 3
12 of 38
2
Never 1
9. Among these choices, what’s your favorite? a. Moe’s b. Uncle Maddio’s c. Yoghut d. Cantina 76 e. Mellow Mushroom
Findings I had 77 participants in my survey in the week that I had it open. Below are the results of each question.
13 of 38
14 of 38
15 of 38
16 of 38
Swot Analyses
Organization Strengths • • •
Weaknesses
Established student media organization at USC. They have access to professional tools to get the magazine published Many of the leaders in Garnet & Black have had real world experience in working with publications.
• •
•
•
Opportunities •
•
•
Weak public relations Garnet & Black’s Twitter has approximately 2,000 followers but it has very little interaction. Copies of the magazine aren’t reaching the students and community. (They have about 1,000 left over from each issue). Garnet & Black doesn’t have much money left over after they pay for printing costs of the magazine ($21,000 each issue).
Threats
A way for students to gain writing experience and experience working for a publication Students are able to take on leadership roles. These things look good on a resume Enter partnerships with other organizations on campus
• • •
Other student media organizations are competition to the magazine. Other publications in the Columbia area. Free Times (event calendar)
Campaign Strengths •
•
It doesn’t cost anything for Garnet & Black to host a launch party at a bar. Percent nights are also free
Opportunities • •
Weaknesses • •
The magazine is having trouble reaching the Carolina community Many students don’t realize that Garnet & Black hosts launch parties at bars
Threats
The percent night will be a way for the publication to raise money. The money from a percent night could be used for prizes to encourage more interaction with the magazine on social media 17 of 38
•
Other bars in 5 Points or other events in the Columbia area may receive greater attention than Garnet & Black’s launch party.
Analysis
The survey results showed that the main reason why attendance is low at Garnet & Black launch parties is because students don’t know about them. Of the people surveyed, 72 percent say that they didn’t know about any launch party. I also found that the party being in 5 Points isn’t an issue because 63 percent of participants go to 5 Points. Social media was the most popular way that participants get information on what’s going on in the community so Garnet & Black needs to practice interacting with their followers on all outlets more. The majority of participants in this survey use Facebook the most with Instagram close behind. Garnet & Black is just getting its Instagram started. The publication could use Instagram for posting fliers for their upcoming events and pictures of students at its parties. Instagram is also popular for photo challenges. Garnet & Black could create a photo challenge for a chance for its publics to interact with it and win prizes in the future. Interacting with the followers Garnet & Black already has on social media will increase their followers on their social networks. Fifty-five percent of people surveyed don’t follow Garnet & Black on any social media. Limitations and Suggestions for Future Research I experienced a few limitations while doing research for this campaign. In my primary research, the sample that I worked with was because of time constraints. I would have liked to have 100 participants in the survey. To get this number I think I should have had some paper
18 of 38
questionnaires but I decided to go with the Google forms for convenience and ease of compiling the findings. Freshmen would have been appropriate for the sample because they are going to be a part of the Carolina community for at least the next three years. It would have been good for Garnet & Black to build a relationship with freshmen. Because I conducted my research through email in classes Iâ&#x20AC;&#x2122;ve taken since being at the university, most of my participants were probably juniors and seniors. The paper questionnaires would have been a better way to reach younger students.
For the future I suggest going more in depth with the questionnaires. For my primary research, I should have asked what year in college participants are in. It would also be useful to know what times of the day participants are using social media. I would also suggest having structured interview questions for meeting with key people in the organization. For my secondary research when I met with Chris Rosa and spoke with Anna Mathias, I didnâ&#x20AC;&#x2122;t have a solid list of questions to ask them. It was more like a talk than an interview.
19 of 38
Bibliography “About.” Garnet and Black. Web. 20 Feb. 2015. <http://www.gandbmagazine.com/page/about>. Bobbitt, William R., and Ruth Sullivan. Developing the Public Relations Campaign. 3rd ed. Boston: Pearson/Allyn and Bacon, 2013. Print. Harvey, Lee. "Reinforcement Theory." Social Research Glossary. N.p., 2014. Web. 28
Jan. 2015.
Lamb, Brett. “The Reinforcement Theory | Media in Minutes | Episode 4. “YouTube.
YouTube, 11
Nov. 2012. Web. 27 Jan. 2015.
"Event Submission." Free Times. Web. 23 Mar. 2015. <http://www.free-times.com/events/ submission>. Mathias, Anna. "Initial Interview." Telephone interview. 12 Feb. 2015. Rosa, Chris. "Initial Interview." Personal interview. 4 Feb. 2015. Swann, Patricia. Cases in Public Relations Management: The Rise of Social Media and Activism. Second ed. New York: Routledge, 2014. Print.
20 of 38
Planning Chapter For this campaign, I have conducted research to find the best methods of communication and promotion for Garnet & Black. Based on the results of my research, I have set the following goals with objectives to correlate with them. To obtain these goals and objectives, I have selected certain strategies and tactics to be implemented based on the timeline included in this planning chapter.
Broad Message I want USC students and other members of the Carolina community to know that Garnet & Black is their magazine. Itâ&#x20AC;&#x2122;s for students by students. The launch parties that Garnet & Black hosts are in celebration of the release of new issues.
Goals
- To host a successful launch party for Garnet & Black - To have and host a successful percent night for Garnet & Black
Objectives
- Have at least 50 to 75 people attend the final launch party of the school year on April 16. - Increase interaction with 20 Twitter followers and Facebook friends. - Increase Twitter followers and Facebook friends by 20 percent. - Have at least 50 people come out and eat for Garnet & Blackâ&#x20AC;&#x2122;s percent night.
21 of 38
- Host approximately three social media give-aways per semester.
Strategies
- Collaborate with other student organizations for future events - Use social media on a more consistent basis - Update social media outlets during peak times
Tactics
- Strategic social media postings during peak times - Fliers and posters promoting launch parties and percent nights - Fliers to students on campus - All fliers and posters must have Garnet & Black social media handles on them - Free Times event calendar for information about launch party - Email newsletters with Garnet & Blackâ&#x20AC;&#x2122;s upcoming events - Interactive content and give-aways via social media
Communication Channels to Use
- Social Media - Twitter - Facebook - Instagram - My research showed that many students find out a lot of their news via social media 22 of 38
- The Daily Gamecock - The Daily Gamecock is an established student media organization at the university. If Garnet & Black promotes in it, it can easily be seen by thousands of students daily.
- Free Times - Free Times reaches 100,000 readers each week
Timeline Feb. 4: • Initial meeting with Garnet & Black Editor-in-Chief, Chris Rosa
Feb. 12: • Conversation with Garnet & Black Public Relations Director Anna Mathias to narrow down focus of the campaign Mid February: • Posted fliers for Garnet & Black’s launch party that was held Feb 26 at Pinch in 5 Points Feb. 23-March 3: • Did a survey for the campaign via Google forms for research purposes March 18: • Analyzed research findings from research March 23: • Meet with Anna Mathias to determine details of the April 16 launch party at The Attic March 25:
23 of 38
• Call Moe’s and Mellow Mushroom about a percent night for Garnet & Black for sometime April 6-18 Late March/Early April: • Interact with followers on social media. • Respond to tweets • Directly invite followers to upcoming launch party • Hang fliers on campus and area hot spots for students promoting the launch party • Coffee shops, lounges • Submit final launch party details to Free Times online event calendar April 16: • Garnet & Black summer launch party at The Attic April 20: • Analyze and evaluate the final launch party at The Attic. Fall 2015 August:
- Call Moe’s and Mellow Mushroom to set up percent nights with them for September - Speak with someone at The Attic or other venue about hosting the first launch party of the semester. September:
- Distribute fliers about percent night - Write news release to The Daily Gamecock about first launch party of the semester - Distribute fliers about first launch party of the semester 24 of 38
- Add launch party date to Free Times event calendar - Host the percent night - Host the first launch party
25 of 38
Implementation Chapter Based on my research, I created strategies and tactics that would help me meet the goal of hosting a successful launch party for Garnet & Black.
Tactics Insomnia Cookies was scheduled to do a sampling at the launch party. To raise awareness and get more people excited about the final launch party of the year, I increased posting on Garnet & Blackâ&#x20AC;&#x2122;s Twitter account. From the account I also tweeted directly at followers to increase interaction. The launch party was also submitted as an event to the Free Times online community calendar which is seen by 100,000 weekly. When posting to event calendars, the event should be posted at least a week in advance. I also wrote a press release announcing the final launch party. This release was sent to The Daily Gamecock 4-5 days before the event. The Twitter posts and press release mention free Insomnia Cookies as a way to get people to come. Fliers have also been posted to social media and handed out on Greene St. about the launch party.
Future Tactics To show students and others in the community how fun Garnet & Black launch parties can be, an Instagram photo challenge should be implemented. Instagram users who complete this challenge will be entered into a drawing to win a gift card. Because Garnet & Black is low on funds, this challenge can only be implemented after it hosts its percent night next fall.
26 of 38
Free Times Event Calendar Post: Garnet & Black magazine Summer Launch Party The student magazine of the University of South Carolina will be celebrating the release of its summer issue. Enjoy drink specials, Instagram photo frames and free Insomnia Cookies. Date: April 16 Time: 10 p.m.- midnight Venue: The Attic in 5 Points, 638 Harden St. Cost: Free Admission **This is an 18 and up event**
Twitter Posts:
“We’re celebrating our final launch of the year next Thursday! Join us in 5 Points at The Attic for drink specials and free Insomnia Cookies.”
“Join us in celebrating our final issue release of the year on Thursday at The Attic” (include attachment of the flier)
27 of 38
(Post during the week in response to one of our followers talking about making plans)
Retweet students talking about the Garnet & Black Launch party (Throughout the week)
28 of 38
“Can’t wait to get your hands on the summer issue of Garnet & Black? Attend the launch party at the Attic on Thursday and receive an advanced copy” (attach a picture of the new cover)
29 of 38
30 of 38
Instagram: (This is for future use. Followers who complete the challenge using the hashtag #GarnetandBlack will be entered into a drawing to win a gift card):
31 of 38
For Immediate Release
Garnet & Black to Host Summer Issue Launch Party in 5 Points COLUMBIA, S.C.—Garnet & Black, the student magazine of the University of South Carolina, will celebrate the release of its final issue of the school year at The Attic in 5 Points on April 16 at 10 p.m.
“We’re happy we’ve made it through another year and I’m excited for everyone to see the summer issue. The staff has worked hard all year long and can’t wait to celebrate with everyone,” said Anna Mathias, Garnet & Black’s public relations director.
Those attending the launch party can enjoy drink specials and free Insomnia Cookies. Attendees will also have the opportunity to pick up an advanced copy before its release to the campus on April 20.
There is no cover charge for the event and anyone 18 years and up is welcome. “It’s Thursday night, it’s free and open to any college student. I just encourage everyone to come out and have some fun. How could you pass up free Insomnia Cookies?” said Raven Ellis, Garnet & Black staff member. ### For more information, follow Garnet & Black on social media @GarnetandBlack
32 of 38
This flier was used in my campaign but is not my original work. It was created by Garnet & Blackâ&#x20AC;&#x2122;s staff.
33 of 38
Evaluation Chapter Because some parts of this campaign are to be implemented, some parts cannot be evaluated until the end of the fall 2015 semester. The goal of this campaign was to host a successful launch party for Garnet & Black magazine. My main objective was to have 50 to 75 people attend the final launch party of the school year at The Attic in 5 Points on April 16.
Through social media tactics, this objective was met. There were 62 people at the final launch party. The questionnaire that I conducted helped me form my tactics to help complete this campaign.
The questionnaire helped me determine through what social media accounts Garnet & Black would most effectively reach its publics. I used Garnet & Blackâ&#x20AC;&#x2122;s Twitter account during this campaign. My objective was to increase its Twitter followers by 20 percent. When I started the campaign, Garnet & Black had 2,919 followers. I wasnâ&#x20AC;&#x2122;t able to increase followers by 20 percent but Garnet & Black gained 31 followers during the campaign. If I worked on this campaign for a whole school year, I believe the objective of raising followers by 20 percent would have been attained.
My objective to increase interaction with 20 followers was partially successful. I interacted with 20 followers through mentions and retweets on Twitter about the launch party and the upcoming
34 of 38
magazine. The tactic of posting regularly and during peak times proved to be successful in getting people to come to the launch party. Fliers were also posted on social media and handed out on Greene St. to students. I think this was successful because I could have direct contact with people who ended up attending the party. Having free Insomnia Cookies available at the launch party played a part in getting people to come also.
Future Implementation My goal of hosting a successful percent night couldnâ&#x20AC;&#x2122;t be implemented this semester. This will be implemented for the fall 2015 semester. The results of my questionnaire showed that Moeâ&#x20AC;&#x2122;s or Mellow Mushroom would be good restaurants to hold percent nights. My objective for this goal is to have at least 50 come and participate. The tactics of social media interaction and fliers will be used to help meet this goal. The success of this event will be determined by how much money is made during that night. After raising money through percent nights, Garnet & Black will be able to have give-aways via social media. This includes trivia games on Facebook and Twitter and photo challenges on Instagram. The success of these tactics can be measured by the number of followers and retweets gained during the give-away period. In the future, Garnet & Black could use the press release I wrote as a template to send to The Daily Gamecock. The Daily Gamecock is the student newspaper at the University of South Carolina that circulates to thousands of students daily.
35 of 38
Garnet & Black should also post every launch partyâ&#x20AC;&#x2122;s details on the Free Times event calendar. The Free Times reaches 100,000 readers weekly. Fliers worked well for this campaign but in the future I would suggest that Garnet & Black include their social media handles on every flier that they create. This will bring them more followers to interact with in the future.
Suggestions for Second Implementation of this Campaign I would suggest that Garnet & Black conduct primary research each semester so that it can keep up with the changing demographic at the university. I would also suggest getting a little more in depth in the surveys by asking participants what times of the day they are usually on social media and their ages. Garnet & Black Questionnaire
1. Do you know what Garnet & Black is? a. Yes b. No c. Not sure 2. Which social media outlet do you use the most? Check all that apply. a. Twitter b. Facebook c. Instagram d. None
36 of 38
3. What times of the day are you most on social media? Check all that apply. a. Morning (7-11am) b. Early Afternoon (Noon-2pm) c. Late Afternoon (3-5pm) d. Evening (6-8pm) e. Night (9pm-midnight)
4. Do you follow Garnet & Black on Social media? If so, which one? Check all that apply. a. I do not follow Garnet & Black b. Twitter c. Facebook d. Instagram 5. How do you find out about whatâ&#x20AC;&#x2122;s happening on campus and around Columbia? a. Social media b. Fliers c. Word of mouth 6. Do you go to 5 Points? a. Yes b. No 7. How old are you? a. 18-20 b. 21-23 c. 24 or older 8. Have you been to a Garnet & Black launch party? If not, why? a. Yes, I have been b. Not Interested c. Didnâ&#x20AC;&#x2122;t know about it 37 of 38
9. How likely are you to go to a bar if you knew Garnet & Black’s launch party was being held there? Very Likely
Somewhat Likely
5
4
Not Sure
Not Likely
3
Very Unlikely
2
1
10. How often do you attend percent nights to help student organizations?
Very Often 5
Often 4
Every once in a while Rarely 3
11. Among these choices, what’s your favorite? a. Moe’s b. Uncle Maddio’s c. Yoghut d. Cantina 76 e. Mellow Mushroom
38 of 38
2
Never 1