The Ohio Union Activities Board Autumn 2014 Semester Marketing Overview
Likes to Date: 9,379 4.5 out of 5 Stars Average of 92 Public Reviews
Started likes May 1, 2014: 8,823 Likes as of December 9, 2014: 9,379
James Franco Event Reveal
Welcome Week Concert countdown
Key and Tony Horton Josh Fox lecture post Peele Event Release Event Chance the Robin Wright Event Reveal Ohio State Reveal Rapper Buckeye Two per Chance the Event Erick Reveal Game Day BuckID Robin Rapper Wright Kand Post post event info Pentatonix video event post photos
Highest unlikes per day = 2
Highest reach this semester: 13, 857 - More people reached than our total “likes” - All content is reached organically (no paid ads)
Most people find our Facebook page from Google and then our organization website.
 
Our fans are online the most on Friday around noon, 5 p.m. and 9 p.m.
We can see that people have responded to our videos exponentially more so than statuses with just copy, links or photos.
Our Most Engaging Posts:
What have we learned from Facebook? • We still have a lot of people we need to reach • Fans preferred action of engagement is via “liking” our content • People are interested in the content we post • Timely-related events or anything specific to Ohio State get a lot of attention • Our content is found via Google or the organization website (ouab.osu.edu) • Fans respond to our videos exponentially more so than photos, statuses or links • The highest engagements came from some of the lower posts reached
 
Posts since the beginning of the semester: 15 (2 in summer) Members who have contributed to the blog: 10
Blog Overview: Blog Title
Author
Date
Number of Views
What You Need to Know About Tony Horton’s 90 Day Challenge
Lauren Heintschel
December 3, 2014
365
OUABlack Friday
Nick Lennon
November 28, 2014
129
Why You Won’t Want to Miss Live Music Open Mic Night on Friday, December 5th
Laura Rankin
November 24, 2014
25
What Does 2 per BuckID Really mean
Mackenzie Hendrock
November 13, 2014
658
The Top Ten Moments That Defined Robin Wright’s Career
Katie Jobko
November 12, 2014
88
How These Super Rich and Famous Comedians Are Just Like You
Rania Khamees
November 7, 2014
42
Meet Judy Smith: The Real Olivia Pope
Elizabeth Tzagournis
November 6, 2014
113
Upcoming November Events!
Mackenzie Hendrock
November 5, 2014
138
Ailey II is Coming to Columbus Palace Theatre, November 6
Stacy Danczak
November 3, 2014
78
OUABoo: Ten Great Halloween Costumes Based on Our Past Events
Frances Nickerson
October 29, 2014
631
OUABoo!
Suzanna Duggan
October 24, 2014
107
Everything is Coming Up FRANCO
Lauren Heintschel
September 15, 2014
450
The Stages of Game Dat at The Ohio State University
Tenley Braun
September 14, 2014
3,055
10 Reasons to Join OUAB
Courtney Cleminshaw
September 3, 2014
184
The Scoop on OUAB Ticket Releases
Lauren Heintschel
September 3, 2014
1,224
15 Things You Should Do Before School Starts
Lauren Heintschel
July 21, 2014
398
10 Things You Miss About Ohio State This Summer
Lauren Heintschel and Mackenzie Hendrock
July 9, 2014
5,841
What have we learned from the OUABlog? • The most viewed posts have come from Ohio State related posts, not necessarily our events • People are responding to more interactive content • Refocusing on “BuzzFeed” feel with video and GIF related graphics grabs more attention • Blogs have been used to provide excitement for events, recap events, inform students of official OUAB policies and entertain them with other campus-related content
 
Likes Received:
Comments Received:
Post History:
Our media content keeps progressively increasing.
Followers: 1,995 Posts Since Beginning of August: 110 Total Likes Since Account Has Existed: 16,778 Total Comments Since Account has Existed: 332
Density: When our fans are visiting our account on certain days and at different times.
Adjusting to the image above, these would be our best times to post when moving forward.
The hourly rate at which our fans respond to a post:
 
Other successful posts:
What have we learned from Instagram? • Posts have been most successful from timely-related events; Ohio’s first snowfall, Buckeye related posts, etc. • Thursday is the most popular day for posts with times around 1 p.m. and between 8-10 p.m. • Big name celebrities bring in more likes and comments • We need to be reaching out to more students and gain more followers
Followers to Date: 14,270 Retweets to Date: 16,022   Favorites to Date: 12,726 Replies to Date: 1,894
More impressions:
Follower Activity:
What have we learned from Twitter? • Videos and photos already available in tweet get more attention than a link with a photo or video • Engagement is the best on Twitter than any other social media account • Students respond to this social media account than any other source • It’s easier to reach out to talent coming with a mention in a tweet than any other social media source • We need to be reaching more students and gaining more followers • Other key statistics: • Impressions: Number of times users saw specific tweets — ranges between 4K to 11K in November • Engagements: Total number of times a user has engaged with a tweet; clicks anywhere on the tweet including hashtags, links, avatar, username and tweet expansion — 9 to 3,000 in November • Engagement Rate: Number of clicks, retweets, replies, follows and favorites divided by the total number of impressions — 0.5% to 31.0% in the month of November
Recipients: 3,063   Robin Wright Campaign:
November Events campaign:
What have we learned from MailChimp? • We haven’t utilized MailChimp as much as we would have liked to this semester, so making sure to send more emails with information and event updates getting to student inbox’s would be more beneficial • It is hard to get students to open emails and then click on links to other social media sites
 
Average views: 562 Highest: 1,027 Lowest: 374 Total Views: 2,245 680 estimated minutes watched
Welcome Week Concert Release Published on July 31, 2014 1,032 views Capital Cities, GRiZ and Captain Kidd performed on the South Oval at Ohio State on August 29, 2014.
Pentatonix: In Concert Release Published August 26, 2014 381 views OUAB collaborated with Acapella Alliance to bring Pentatonix to campus on September 29, 2014.
Laughing with Key and Peele Uploaded September 22, 2014 411 views Key and Peele brought their comedic stand-up in a moderated Q&A format for a fun evening at Ohio State on October 10, 2014.
Bring It with Tony Horton Published December 2, 2014 421 views OUAB is collaborating with Residence Life to bring Tony Horton to campus on March 28, 2015. We’re also challenging Buckeye Nation to complete the 90 Day Challenge before Tony arrives at Ohio State.
What have we learned from YouTube? • Fans love watching videos • Event reveals are more fun through video than original copy or a photo • Videos are more interactive for viewers • We would like to do more videos next semester
OUAB Fliers We’ve continued to use the updated, revamped flier routes between classroom buildings around campus with the QR barcodes. OUAB members are assigned one marketing task per semester and that could include partaking in a one out of four possible flier routes. They are selected a partner and then they both go tack fliers to different boards in a number of buildings across campus. These same fliers are also sent through Neilwood Gables to every dorm floor on campus.
Every flier has a ‘footer’ on the bottom of the event page. This footer always includes our OUAB logo, the event hashtag and each social media site fans can visit us at: our Facebook page, our Twitter and Instagram handle and our blog website.
These are the flier routes and maps that are given to each member when they are completing their marketing task.
2014 Survey Market Research
Responses: 1,053 recorded
This represents the students’ rank. More than half of our recorded survey audience has been first and second year students. We are still working on reaching older students in the off-campus area in particular.
This represents the genders of recorded survey responses. The majority of our surveys were taken by females.
This represents how many events the survey respondents have been to. The majority of our survey answers broke into three large groups: light blue, students had never been to an event yet, red, students had been to an event 1-3 times, and pink, students had been to an event 4-7 times. This tells us we’re reaching new students.
What did we learn from the surveys? • People have heard about our organization from freshman orientation, social media, word of mouth/friends and past events • People have heard about our events from our organization website, social media, word of mouth/friends, fliers and emails • Fan’s favorite events theme around concerts, comedy, lectures, special events and our Flicks for Free series
OUAB Promotional Items For our Fall Semester promotional item we ordered 5,000 clips. We have about 1,800 clips left for the beginning of next semester.
For the football season, we also ordered 1,000 stress balls.There are 0 left for next semester, thanks for staying stress-free with us! We also gave out ballpoint-stylus pens and always have that item in our promotional circulation from year to year.
At the beginning of the semester, we ordered 25 yoga mats to give away at our event Fit Fest on the South Oval.
At Ismael Beah, we were able to host Barnes & Noble to the Performance Hall so students would be able to buy his book “A Long Way Gone” before and after the event for Ishmael Beah to sign.
We ordered a copy of Judy Smith’s book “Good Self Bad Self” for a contest that a student had to enter into in order to win. Judy Smith signed the book and we were able to give it to the lucky winner!
OUAB Days Providing information about events, the brand or the organization in a a fun, creative and thoughtprovoking manner. To pull students out of their ordinary walk across campus or busy lifestyle and taking a few minutes to get to know our members or upcoming events. These days create a presence on campus where event information, OUAB policies and contests are showcased.
#OUABlovesMondays Contest: Every hour between noon and 5 p.m. on Monday, October 13 had a code word released on Facebook and Twitter. To win a prize package, consisting of a technology bundle and a collapsable lunch box, students had to approach the OUAB table located in the Ohio Union and tell the volunteers what the code word was for that hour. The first person to do this on the top of every hour won the prize package. The code words consisted of words that had to do with our organization in promotional items or past events: • OUABallpoint Pens • OUABoo • OUABill Nye • OUABallooning • OUABeach Balls • OUABreaking Good
Vision for 2015 Social Media • Providing more contests with prizes involving meet and greets with talent • Using more videos and photos instead of copy • Having more interactive video and photo contest challenges • Gaining more followers on all platforms • Using hashtags with events only relating to OSU or OUAB • Having Twitter Live Chats with students
Marketing Representative Role • Provide a special project/campaign for each representative to take on • Give them more leadership opportunities than marketing graphics and social media content • Organize more creative OUAB pop-ups on campus • Brainstorm more brand experience projects, contests and student interaction challenges • Reaching out to other student organizations on campus to inform them of OUAB events Organization Outreach • Focusing on Resident Advisers and freshmen • Physically reaching out to off-campus and commuter student populations • Conducting Group Seating in a more intimate OUAB experience manner • Branding events and creating a more “laid-back” atmosphere between the organization and students • Making sure everyone knows about our events before the ticket releases and actual events
Continuing Initiatives • Releasing events with videos • Marketing the release of events physically on campus and not just via social media • Improving the functions of Group Seating • Continuing the use of A Frames all over campus with large posters • Giving the OUABlog a “BuzzFeed” feel