ubc sororities final report

Professor Chunhua Wu

UBC Sororities

COMM365 Final Research Report

Raymond Tang 41905100 Cecilia Chun 43924109 Yubei Tao 19223122 Maxime Doyle 24712125 Samantha Walsh 24232126

UBC Sororities Recruitment 2013

Comm365 Final Research Project 1

Table of Contents

Executive Summary 2

Company Background 3

Industry Background 4

Problem Statement 4

Primary Research Methods 5

Hypotheses 5

Qualitative Results 6

Survey Analysis 6

Focus Groups 9

Quantitative Results 10

Website Analysis 10

Facebook Analysis 12

Limitations 13

Recommendations 13

Appendix 16



Executive Summary

UBC Sororities acts as the governing body for the 8 sororities and is comprised of elected council members from each of these 8 sub-organizations. Sororities are women’s student run not for profit organizations that are formed primarily for philanthropic, social and educational purposes. UBC Sororities is responsible for the recruitment process to ensure a fair playing field exists between all sororities and that total enrollment num-bers rise for the entire system and not for just one sorority group. UBC Sororities is one of the largest clubs at the University of British Columbia with over 600 members currently active. Although UBC Sororities is an institution on campus, it must compete with UBC's growing number of clubs and as such must find ways to differentiate itself while working within a limited budget. In order to do so, they must conduct market re-search to determine which promotion strategy was the most useful and expand upon that to further improve recruitment numbers in future years. RESEARCH Our research consisted of assessing the current environment that UBC Sororities is a part of and the com-petitors within the field. By doing so, we can determine which methods of recruitment are most popular and play on our strengths.

The focus of our primary research was to determine what incoming recruits are looking for when they apply to be a part of UBC Sororities. Through the use of surveys and focus groups we were able to gather the in-put of approximately 200 women. The data and information that was collected was then used to answer our three hypotheses:

H0 1: Investing both time and money in Facebook advertisements and material is worthwhile. H0 2: The website is effective in leading people to the Facebook and Recruitment Signup pages. H0 3: Online & Offline PR materials in 2013 were effective in educating potential new members about the sys-tem.

In our qualitative results, word clouds enabled us to determine that many, if not all, of the recruits associated very positive words and thoughts with UBC Sororities. The focus of our quantitative research through Face-book and Website analysis was to determine how effective the current promotion strategies that UBC Sorori-ties employs are. Running numerous T-tests and chi square tests, we were able to determine the success of UBC Sororities’ current promotional strategies. RECOMMENDATIONS By employing the aforementioned research methods and completing a thorough analysis of the data xollect-ed, we were able to determine four major recommendations for UBC Sororities: place an increased empha-sis on the scholarships being offered by UBC sororities, translate the most popular pages on the UBC So-rorities website into various languages to appeal to the parents of international students wishing to join a so-rority, consider the purchase of relevant SEO keywords to drive additional traffic to the UBC Sororities web-site, and increase their online social media presence through other channels besides Facebook (i.e. Twitter). By employing these recommendations we can say with confidence that UBC Sororities will be able to enjoy an even greater growth rate in the number of women interested in being a part of UBC Sororities.



Company Background

UBC Sororities has existed on UBC’s campus for over 80 years, acts as the governing body for the 8 sororities and is comprised of elected council members from each of these 8 sub-organizations. Sororities are women’s student run not for profit organizations that are formed primarily for philan-thropic, social and educational purposes. Though each sorority may have differing values and dif-ferent membership demographics, UBC Sororities as a whole is responsible for the recruitment process to ensure a fair playing field exists between all sororities and that total enrollment numbers rise for the entire system and not for just one sorority group.

Scope and Size Comparison UBC Sororities (also known as the UBC Panhellenic Association) is one of the largest clubs at the University of British Columbia with over 600 currently active members. In addition to this total membership, the organization recruits an additional 300 members each year. UBC’s Sorority and Fraternity membership is the largest out of all Canadian Universities and is growing at a more rapid rate than any other North American system. Currently all 8 sororities are housed in a building owned by the organization on Wesbrook Mall on UBC Campus. Recruitment events are held at this house during the month of September every year.

Mutual Selection Process To become eligible for membership in a sorority one must be a registered full-time UBC student and attend all 3 rounds of recruitment at the beginning of the academic calendar. In September 2013, UBC Sororities had an initial turnout of over 380 members for the first round of the recruit-ment process and retained approximately 250 members who subsequently joined one of the eight member sororities. The recruitment process consists of a mutual selection process where poten-tial new members (referred to as PNMs for short) visit all eight sorority chapters and choose the ones they would most like to return to. Similarly, the current members of the sorority select the women that they would most like to join their association. As the recruitment rounds progress, girls narrow down their options until they are left with one sorority that extends them a bid of mem-bership. Women can then choose to accept this bid and join or decline.

Public Relations (PR) Plan and Strategies Employed The recruitment process is more complex than many other UBC clubs on campus and is most similar to an organization that is interviewing for new members. However, the selection process is only relevant for background information as it is not the main focus of our research. Rather, our team has chosen to focus more on the marketing and PR aspects of the recruitment. Currently, UBC Sororities’ PR plan consists of many different approaches including, Facebook paid adver-tisements, promotional booths at various student residences, brochures mailed out to all incoming female UBC students, flyers placed in residences, a website, Twitter and Instagram accounts, indi-vidualized e-mail blasts and various other marketing techniques. Our main research focus will be centered on these elements of the marketing promotional mix and attempt to determine the value added of these various paid and non-paid methods of advertisements.



Industry Background

The University of British Columbia boasts over 300 clubs and societies, signifying a competitive industry rivalry. For the purposes of this report, we considered any organization or activity that takes up a female student’s time to be a competitor. We’ve classified these groups into social so-

cieties, philanthropic causes, faculty clubs and miscella-neous activities. Asian so-cial societies are a particu-lar cause of concern as Asian students are the least likely to join a sorority because of the abundance of other Asian societies that students join in the first week. This is highlighted by the difference in propor-tions of the Asian women who go through recruit-ment (shown below) versus the total population of Asian women at UBC

Secondly, philanthropic initiatives are a large competitor for students with busy schedules (particu-larly science students attempting to get into medical school) who are worried that joining a sorority will be too huge of a time commitment and opt instead for seasonal philanthropic activities that take a shorter amount of time. Faculty social clubs can also be seen as a competitor as well as Co-Op and exchange clubs. Lastly, we considered varsity sports teams, religious clubs as well as full-time jobs to be a significant component of industry competitors. Thus, UBC Sororities’ value proposition must be communicated extremely clearly through its PR channels to set itself apart.



Problem Statement With the number of clubs that currently exist on campus, UBC Sororities aims to differentiate itself from the growing number of clubs and stand out as one of the key organizations female students should join to gain a holistic post-secondary education experience. However, given their con-straints with a small budget to advertise and promote their organization, they must determine the appropriate marketing strategies that would yield the best results at increasing awareness and reaching the target demographic. With this in mind, our research objective is to determine the link between different strategies and how they impact the number of enrollment attributed to each. We define our research question for this project as determining how effective each of the strategies employed during recruitment were during the 2013 recruitment season in attracting potential new members and increasing awareness.

Primary Research Methods

For our primary research methods, we began collecting raw data by distributing paper and online versions of our survey to the successful recruits that have been selected to join a particular chapter. Paper versions of our survey were distributed on the day the successful candidates received news on their designated chapters, and electronic versions of the survey were distributed through UBC Sororities’ various online channels. The results from our paper-based survey were then merged with our online survey data, which was then used to compile a report containing summary statistics. We had a total of over 200 respondents, with over 50% of them being in their first year of university and decreasing proportions as the year of study increased. In addition to the surveys that were administered to new sorority members, focus-group interviews were conducted with 3 to 4 members from each chapter. Responses were recorded by the interviewer, and a summary report was provided afterwards highlighting the main takeaways of the interview. Finally, we were able to access UBC Sororities’ website and Facebook page, where we extracted quantitative data in order to analyze and identify the common characteristics of its visitors. Hypotheses Based on our preliminary research on the company we’ve focused our three hypothesis on the three dominant strategies: Facebook, the website as well as all other PR materials. Our hypothesis are as follows: Ho 1) Investing both time and money in Facebook advertisements and material is worthwhile and



should be continued in the future. Ho 2) The website is effective in leading new members to the Facebook and recruitment signup pages. Ho 3) Online and offline promotional materials used during the 2013 period were effective in educating potential new members about the system and preparing them for what they should expect during the recruitment period. Qualitative Results Surveys In order to address to the third hypothesis, we have administered a survey to 200 recruits to identify some common characteristics and motivations for joining a sorority. Figure 1 highlights the main motivations for this year’s recruits when

deciding to join a sorority. In analyzing the results, we see that 25% of the respondents joined a sorority to meet new people, while an extra 24% specifically aim to seek sisterhood. The combination of these two factors account for almost 50% of the total feedback that we have received from respondents. It is interesting to note that 34% of the respondents are also seeking extracurricular activities, whether it is volunteering, leadership, or athletic opportunities. When responses were divided be-tween the four undergrad years

that we surveyed, we ran a chi-square test to see if there is a statistically significant variation be-tween the distribution of the results and the year of study. Our null hypothesis was set to no signifi-cant difference between these two factors. Output from SPSS indicated a p-value of 0.00, con-cluding that there is a statistically-difference in the results between the years. Based on these re-sults, we ran another chi-square test to determine which individual factor(s) were statistically signif-icant between the years. Figure 2 shows the outputs for each factor:

Figure 1: Reason for Joining UBC Sororities



Table 2: p-values for reasons of joining between ages

Reason for Joining P-‐Value

Meet New People 0.005 (Significant) Leadership Opportunities 0.061 Because Friend 0.931 Sisterhood 0.008 (Significant) Curiosity 0.318 Volunteer 0.162 Scholarship 0.918 Athletic 0.599

The null hypothesis for each test is that there is no significant difference between each factor and the year. Based on Table 2, the only statistically significant different factors between the years are: Meeting new People, and Sisterhood. To examine the results, we calculated the percentage of the total population by year for these two factors and ran a correlation test to determine if there is a

Figure 3: Lead Source exposed to before registration

trend. The resulting R-squared value for Meeting New

People is 0.0105, meaning that alt-hough there is a variation between

the years of study, there is no strong correlation. The R-squared value of sisterhood on the other hand is 0.96, indicating a very strong correlation. Based on our data, the percentage of respond-

ents that seek sisterhood de-creases steadily by 5% each year.

Next, we wanted to see the different channels the recruits were exposed to pri-

or to registration. Based on the survey results as shown in Figure 2, most of our recruits first heard about UBC Sororities through friends that are already in the Greek System, with a total of 41% of our respondents that heard about UBC Sororities through word of mouth.

Based on these results, we ran a chi-square test to determine if there is a relationship between the lead source and motivation to join a sorority, with the null hypothesis being there is no relationship. The resulting p-value is 0.928, indicating that there is indeed no relationship between these two factors.

Finally, UBC Sororities wanted to learn the effectiveness of scholarships that are offered. We ap-proached this question by determining whether recruits are aware of this resource, and if so, which



source they’re coming from along as their motivations for joining. Based on our findings, 73% of our respondents are not aware that scholarships are offered, and the difference in the results be-tween the years of study is statistically insignificant. Furthermore we ran a chi-square test to de-termine the goodness of fit between the lead source and awareness of scholarships. The resulting p-value of 0.809 shows that there is no relationship between lead source and scholarship aware-ness. Based on Figure 4, none of the channels generated more awareness about scholarships than the others, and members that learned about sororities through word of mouth were particular-ly unaware of their existence. As 41% of the recruits learn about sororities through word of mouth, it is necessary that UBC Sororities emphasize the scholarships’ existence to its current members if they wish to generate awareness for the new and existing members in next year’s recruitment.

Figure 4: Awareness of UBC Sororities’ Scholarship Program v. Lead Source

Three written questions were asked on the survey (see Appendix) focusing on the perceptions people had about sororities before and after having gone through the recruitment process. We used the word cloud below to demonstrate the most common keywords and themes that were used to respond to these questions. As you can see below, the overall impressions are positive and use words such as like, great, community, opportunity, friends and philanthropy. From these representative comments we can see that most people have positive attitudes towards UBC Sororities and it is these key points that should be highlighted in our PR strategies so that girls are able to see the testimonies of girls who have gone through recruitment during previous year.



Focus Groups

The goal of our focus group was to gain additional insights on the effectiveness of their marketing campaign and to determine which resources were deemed valuable and effective in educating about recruitment. We also asked our respondents for feedback on the promotional materials that were distributed near the beginning of recruitment to determine which channels UBC Sororities performed well in, as well as identify areas for improvement. When asked what their initial impressions of sororities were, many girls referenced being aware of American stereotypes, both from the media and from stories from friends. They said some of these stereotypes prevented some of their friends from coming through recruitment, and many were sur-prised at how inclusive sororities were and less competitive than those in the US. They had heard about the social aspects of sorority life in general, but were surprised to find out how big of a focus philanthropy is. Some girls expressed not being sure whether they had the “sorority personality,” but were very happy to know that each sorority has a different personality and that they could fit in despite those fears. When asked how they view sororities now, the key observations were cen-tered on how generally united we are as an organization. Many participants are still friends with girls from their pi gamma groups or the chapters they went to preference for but did not join. They did not feel we were internally competitive and that we do a good job with intersororal relations. When asked about how the various advertisements and communication channels UBC Sororities used for advertisement, most of our respondents were unaware of the posters that were placed around campus, and those that noticed it mentioned how similar it was to the flyers that were also distributed. The Imagine Day booth was highly visible to our respondents, though they wished the representatives focused more on educating prospective students with relevant information. Fur-thermore, the pamphlets that were distributed at the booth were uninformative, leaving the overall impression of the Imagine Day event to be underwhelming. Respondents felt the need to seek fur-ther information from the official website or on Facebook page, which is a step that should have been done out of interest instead of having to make the effort to learn more about the organization. Recommendations of improvement for the Imagine Day booth primarily focused on making sure the Imagine Day booth focuses on recruitment and adequately illustrating the benefits of sororities to prospective members if they wish to quell the stereotypes that are commonly associated with sororities. UBC Sororities’ online presence was well received, and those that had a negative impression of the Imagine Day booth also noted that the online resources helped answer most of their questions. Amongst the various online channels, the official website proved to be the most useful source of information, partly because the social media channels were not constantly updated to include rele-vant information that was useful for recruitment. Our respondents recommended UBC Sororities to be more active on their social media channels if they wish to generate more likes and followers.



Quantitative Results Website Analysis

Audience Report The website analysis allows us to better understand who visits their website and how to tailor it to ensure that promotional mes-sages are well received. In doing so, we used the audience, be-haviour and acquisition reports. Key metrics in the audience report are geography (from where are visitors accessing our website), language (visitor’s primary language), new versus returning visitors, the frequency of visits, browsers and screen resolutions. Geogra-phy is an important metric as it allows us to understand why we have visitors from other countries. These might be parents of in-ternational students trying to learn more about the organization their daughter wishes to join. From the table, we see that most visitors access the website from English-speaking countries, but also, that there is an important number of visitors from other coun-tries as well. We also chose to analyse the primary language of the visitors in order to determine if there is a need to translate promotional mate-

rials in other languages. Evidently, most visitors have English as their native tongue, however, sev-eral visitors speak French and Chinese. Thus, this information will allow UBC Sororities to specifi-cally tailor their site to the cultures and languages that view it the most. The proportion of new and retuning visitors also gave us an idea in how effective is the website in terms of enticing visitors to visit the website multi-ple times. Approximately half of the visitors to the site are new visitors with a relatively good bounce rate considering it’s below 50%. This means that the site’s content is strong enough to keep visitors coming back several times. Behaviour: Frequency By analysing which pages are the most popular we can pinpoint what the audi-ence is most interested in. The most popular page is the “Join” page followed by the various sorority chapters. These can perhaps be shifted straight to the first page so as to encourage as many people as possible to remain on the page for as long as possi-ble.



The next webmaster should also optimize the ease of use and look of the website to best suit the needs of the most popular browsers (Safari, Chrome and Firefox). Another key piece of information this highlights is how many people are using their iOS devices to logon to the site. Optimizing the ease of use and look of the website to best suit the needs of the most popular mobile device is also some-

thing that should be considered. The most popular devices are Apple iPhone and iPad, which cor-relates with the most popular browser: Safari.

The frequency of page views is also of interest as it is important to know how often people visit the website pages and how much time they spend on each. As shown in the figures below, there is an increase in the frequency of pages visited in September. This suggests that potential

new members and possibly their parents are visiting the website to obtain more information before making a decision. The next metric observed is the most popular keyword that drives traffic to the website. As shown in the table on the left, the most popular keywords are variations and combinations of “UBC” and “sorority”.

Sources examine where people are coming from to visit our website. These sources are most often Twitter, Face-book, Google Search, etc. This emphasized how and where UBC Sororities should implementation various channels to promote their primary website. The most popular sites driving traffic to the site is Facebook fol-lowed by Tumblr and then Twitter.



Facebook Analysis UBC Sororities’ Facebook is one our their more utilized resources to reach potential new mem-bers. We therefore wanted to examine whether or not the effort and money put into promoting re-cruitment through Facebook was paying off. The key metric used to determine this strategy’s ef-fectiveness was the reach (both organic and paid, as well as the number of likes, comments and shares it received). We then broke it down into three tests. The first one was aimed at finding out if the reach was different during September (the month in which recruitment takes place) than it was throughout the rest of the year. This test was designed to determine if posts were more likely or not to reach a greater number of people- and therefore more potential new members- during the recruitment month. As we can see in the table below, the total reach as well as the number of likes were statistically different during September, but not the number of comments or shares, suggest-ing that indeed, posts in September will reach a larger audience. These results, particularly those in respects to the number of shares, are surprising since the members of sorori-ties were strongly encouraged to interact with these posts to increase awareness. This infers that either the girls were not actively promoting these posts or that the effect of their interactions is negligi-ble. The second test conducted examined the difference in the mean reach be-tween posts promoting recruitment and those unrelated to recruitment in order to verify if the larger audience reached in September was specifically interested in recruitment or simply any post. Interest-ingly, none of the metrics proved to be statistically different, suggesting that re-cruitment posts are not distinguishing themselves: The third test conducted aimed to con-firm or infirm that paying to “boost” posts was useful. We therefore ran a test comparing the mean total reach and or-ganic reach of the posts that had been boosted. This test would therefore show if the total reach could be explained only by organic reach or if paid reach was a determining factor. As shown in the following table, the means are statistically different, demon-strating that paying to boost posts allows UBC Sororities to reach an audience it would not other-wise.



We then used Facebook Insights to provide additional feedback on the effectiveness of their Face-book page. We examined five graphs: interactions with the Facebook page, most popular tabs, external referrers, interactions based on time and day and the types of posts. We found that inter-actions with the Facebook page occurred mostly from their page, their timeline is by far the most popular tab, the UBC Sororities website is the most important referrer, interactions spread out fairly similarly over all days of the week but tend to take place between noon and 10 pm and that pic-tures reach twice as many people as any other type of posts and that they generate double the engagement that other types generate. For the complete graphs, refer to the Appendix. Limitations Throughout this report care has been put in to minimize as many biases in our primary data as possible. However, inevitably, certain limitations will inevitably exist. Thus, we’ve identified key limitations for each of the four research methods that we’ve utilized in this report. Our Facebook analysis limitations include the fact that the number of observations mostly took place between August and November as Facebook only allows users to use the past 3-4 months of data. Additionally, only four paid advertisements were used since 2011, which made it extremely difficult to compare the paid and organic advertisements properly. Typically, 30 would be ideal. Our Focus Groups biases included the fact that girls self-selected themselves to be participants. As well, these participants were only women who ultimately joined a sorority and did not include any women who dropped out of the process, which could have produced very valuable pieces of information about how the process could have been included. Lastly, these focus groups were conducted more than a month after the recruitment period had finished. Google Analytics also presented several limitations for our website analysis. Firstly, Google Analytics doesn’t give us the specific details as to why they are visiting the page. Similarly, Google does not differentiate users who are actually interested in recruitment versus those who are just curious about the Greek system at UBC. Lastly, Google Analytics did not fully allow us to view demographic and gender data due to the access we were given from UBC Sororities. As for the survey, participant biases occurred as only girls who were retained and participated in the final rounds of recruitment. As well, the survey was administered at the end of a long day where a lot of women were in a rush to get home, which may have affected the final quality of responses.

Recommendations In order to provide accurate recommendations, we must turn back to our hypotheses and deter-mine those confirmed (if any) and those disprove (if any). As we saw from the Facebook page anal-ysis, the time and effort spent on their Facebook page was worthwhile, confirming hypothesis 1. Hypothesis 2 is confirmed as well as it was determined that the website successfully leads poten-tial new members to the Recruitment Sign-up page and to their Facebook page. However, our third hypothesis was disproven since PR materials in 2013 were not deemed effective in educa-



tions potential new members about the system according to the survey results. From these results, we have devised the following recommendations for UBC Sororities next recruitment period. Include more information such as available scholarships in PR materials One of the main criticisms expressed in the surveys was that the promotional materials were too general and that they did not increase awareness regarding several opportunities offered by sorori-ties. For examples, the majority of the girls that went through recruitment only find out about avail-able scholarships once they were initiated. This should be addressed promptly as one of the main reasons not to join a sorority was the concern that their academic performance would suffer. Fur-thermore, UBC Sororities should promote recruitment throughout the year and ensure that all as-pects of sorority life are explained to give potential new members are clear picture and appeal to secondary motivations that might determine whether or not they join. In addition, use pamphlets and posters for different purposes as they were seemed too similar and were barely noticed. Members manning the Imagine Day booth need to be more proactive in promoting recruitment as potential new members felt they did not learn much from the booth. Translate the website in French and Chinese While, most visitors on the website originate from English-speaking countries, there is nonetheless an important proportion of visitors from other countries. A significant number of visitors speak Chi-nese or French. Furthermore, parents often visit the website to understand sororities and most might not speak English fluently- particularly in the case of international students. For this reason, translating the website to these two languages might help boost parents’ support and convince undecided potential new members to join. Optimize the website for Safari and Chrome browsers and 1280x800 and 1366x768 screen resolu-tions The majority of visitors use either Safari or Chrome as their browser. Similarly the most popular screen resolutions are 1280x800 and 1366x768. UBC Sororities must therefore optimize their website for these browsers and resolutions to ensure navigation on the website is easy and that the pages are visually appealing. This will result in visitors staying longer on the website and visiting the target pages. Purchase relevant SEO keywords Since the majority of the website’s traffic stems form an organic search term, we recommend pur-chasing SEO keywords relevant to “UBC” and “Sororities” to ensure that the website is visible to people who would be interested in learning more about the sororities at UBC and raises awareness amongst those who did not know that there were sororities at UBC. Increase the number of boosted posts on Facebook and have all members interact as much as possible with posts The test showed that boosted posts reached an audience that organic reach alone could not.



Therefore, we recommend increasing the number of boosted posts during the recruitment period to increase reach and attract more potential new members. Furthermore, UBC Sororities need more engagement with their posts, as indicated by survey results. Although members were en-couraged to interact with the posts (like, comment and share), results were not conclusive, sug-gesting that the effort was not high enough. With a tight advertising budget, UBC Sororities still have to rely on organic reach to raise awareness and encourage signing up for recruitment. As much, it is essential that more members interact with the posts, particularly so during recruitment, to ensure all girls are aware of the recruitment period and of the benefits they will reap from joining a sorority. Post pictures, between noon and 10pm As mentioned above, pictures have double the reach and generate twice as much engagement as any other type of post. Also, peak engagement and reach occurs between noon and 10pm. It is thus more efficient for posts to include pictures and to be published during this timeframe to en-sure maximum reach and engagement from people who might not see these posts at other times. Furthermore, most of the time and energy spent on improving the Facebook page should be di-rected to the timeline as there are very few interactions with the other tabs of the Facebook page.



Appendix Post Formal Recruitment PR Survey 2013

Which year are you in at UBC?

a. 1

b. 2

c. 3

d. 4

e. Other

What were your initial impressions of UBC Sororities before you went through recruitment?

____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

How did you hear about UBC Sororities? Please select all that apply

a. Ubcsororities.com

b. Friend in the greek system

c. Friend (non-greek)

d. Family member

e. Brochure received in the mail

f. Imagine Day Booth

g. Residence Booth (Totem / Vanier)

h. Welcome Back BBQ

i. Individual sorority websites

j. MUG Leader

k. AMS Club listing (in the AMS agenda)

l. Facebook/ Twitter

m. New to UBC email

n. Other

Why did you decide to participate in UBC Sororities Recruitment? Select up to two.

a. Meet new people

b. Leadership Opportunities

c. Because of a Friend

d. Sisterhood

e. Curious/ to check it out

f. Volunteer Opportunities

g. Scholarship Opportunities

h. Athletic Opportunities



i. Other

Did you visit the UBC Sororities website, Twitter, or Facebook page before attending UBC Sororities recruit-ment?

a. Yes

b. No

Did you find the information useful to your recruitment experience? Please comment.

a. Yes

b. No

Please rank the usefulness of the following on a scale of 1-5 (1 being not useful, 5 being very useful):

a. “Pi Gamma” phone calls: ______

b. Pre-recruitment emails: ______

c. Pre-Tours email: _____

d. Pre-Invitationals email: ______

e. Pre-Preference email: ______

f. Info Booklet: ______

g. Information on website (ubcsororities.com): _______

Did you feel comfortable approaching a Panhellenic Council officer if you had questions or concerns?

a. Yes

b. No

Were you aware of the Panhellenic Council officers’ roles during your time at Formal Recruitment?

a. Yes

b. No

Did you feel adequately prepared for UBC Sororities Recruitment? Please comment

a. Yes

b. No

Did you receive the UBC Sororities Brochure?

a. Yes

b. No

If so, did you find the brochure helpful and informative about UBC Sororities? Please comment

a. Yes

b. No

Was the term “Pi Gamma” confusing during your recruitment experience?

a. Yes

b. No

Was your “Pi Gamma” able to answer all of your questions? Please comment

a. Yes

b. No

Overall, were you satisfied with the UBC Sororities Recruitment process? Please comment



a. Yes

b. No

Are you aware of the scholarships offered by UBC Sororities?

a. Yes

b. No

If so, did they influence your decision to participate in UBC Sororities Recruitment?

a. Yes

b. No

Was there anything you feel you should have known more about in advance? Please comment.

a. Yes

b. No

What is your commute time to campus for Recruitment events?

a. Live on campus

b. Under 30 min

c. 30-60 min

d. 1-1.5 hrs

e. 1.5hrs+

Did recruitment conflict with your class schedule and studying? If yes, please comment.

a. Yes

b. No

Did recruitment conflict with your work schedule? Please comment

a. Yes

b. No

Do you prefer Recruitment events on the weekend or weekday evenings?

a. Weekend

b. Weekday Evening

c. Doesn’t matter

Would you prefer the recruitment process to be less spread out? (example: events every second day for a week)

a. Yes

b. No

c. No preference

Would you consider living in the Panhellenic House?

a. Yes

b. No

Did the option of living in the Panhellenic House influence your decision to join? Please comment

a. Yes

b. No



Did the Recruitment process change your perception of sororities? Please comment.

____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Facebook Insights Graphs

Most Popular Tabs Likes, Comments and Shares

Engagement based on time and day Types of Posts

External Referrers

ubc sororities final report

Documents

ubc sororities recruitment

ubc sororitiesemploys

quantitative research

facebook analysis

researchour research

primary research methods

methods of recruitment

survey analysis