Although WASC accreditation affects 100% of a campus only about 10% actually know what it is. Concordia University Irvine decided to change all that with a Social Media Marketing campaign directed to all students, faculty and staff. #AskWASC and The WASC Games was used to engage the campus in polls, quizzes, pictures, questions and prizes to promote education about WASC.

1. A LT H O U G H WA S C A C C R E D I TAT I O N A F F E C T S 1 0 0 % O F A
C A M P U S O N LY A B O U T 1 0 % A C T UA L LY K N O W W H AT I T I S .
C O N C O R D I A U N I V E R S I T Y I R V I N E D E C I D E D TO C H A N G E A L L
T H AT W I T H A S O C I A L M E D I A M A R K E T I N G C A M PA I G N
D I R E C T E D TO A L L S T U D E N T S , FA C U LT Y A N D S TA F F.
# A S K WA S C A N D T H E WA S C G A M E S WA S U S E D TO E N G A G E
T H E C A M P U S I N P O L L S , Q U I Z Z E S , P I C T U R E S , Q U E S T I O N S
A N D P R I Z E S TO P R O M OT E E D U C AT I O N A B O U T WA S C .
The WASC Campaign

2. 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

3. 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

4. #ASKWASC
The WASC Campaign

5. #AskWASC Email Campaign
Current Undergraduate
Students
Current Graduate &
Adult Students

6. #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

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

8. #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.

9. #AskWASC Overview
Demographic
#Hashtag Campaigns
Chatter
Sentiment

10. #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

11. 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+ Comments
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?

12. #AskWASC Campaign Post
January 9th 2014
0 500 1000 1500 2000 2500 3000 3500 4000
Lifetime Post Total Reach
Lifetime Post Total Impressions
Lifetime Engaged Users
Lifetime Post Consumers
Lifetime Post Consumptions
Lifetime Negative feedback
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)
Overall Count

13. #AskWASC
Campaign
Post
January
15th
2014
0
5
10
15
20
25
Facebook
(Likes,
Comments
&
Shares)
TwiGer
(RT,
Clicked
Links,
Favorites
&
Replies)
Instagram
(Likes,
Comments
&
Submissions)
Google+
(+1
&
Comments)
0
500
1000
1500
2000
2500
LifePme
Post
Total
Reach
LifePme
Post
Total
Impressions
LifePme
Engaged
Users
LifePme
Post
Consumers
LifePme
Post
ConsumpPons
LifePme
NegaPve
feedback
LifePme
Post
Impressions
by
people
who
have
liked
your
Page
LifePme
Post
reach
by
people
who
like
your
Page
LifePme
People
who
have
liked
your
Page
and
engaged
with
Facebook
Insights
Overall
Count

14. 0 10 20 30 40
Facebook
(Likes, Comments & Shares)
Twitter
(RT, Clicked Links, Favorites & Replies)
Instagram
(Likes, Comments & Submissions)
Google+
(+1 & Comments)
0 500 1000 1500 2000 2500 3000
Lifetime Post Total Reach
Lifetime Post Total Impressions
Lifetime Engaged Users
Lifetime Post Consumers
Lifetime Post Consumptions
Lifetime Negative feedback
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 your post
Overall Count
Facebook Insights
#AskWASC Campaign Post
January 21st 2014

15. 0 5 10 15 20 25 30
Facebook…
Twitter…
Instagram…
Google+…
#AskWASC Campaign Post
January 28th 2014
0 500 1000 1500 2000 2500
Lifetime Post Total Reach
Lifetime Post Total Impressions
Lifetime Engaged Users
Lifetime Post Consumers
Lifetime Post Consumptions
Lifetime Negative feedback
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 your post
Overall Count
Facebook Insights

16. 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)
0 500 1000 1500 2000 2500
Lifetime Post Total Reach
Lifetime Post Total Impressions
Lifetime Engaged Users
Lifetime Post Consumers
Lifetime Post Consumptions
Lifetime Negative feedback
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 your post
Overall Count
Facebook Insights
#AskWASC Campaign Post
February 4th 2014

17. 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)
#AskWASC Campaign Post
February 12th 2014
0 200 400 600 800 1000 1200 1400 1600 1800
Lifetime Post Total Reach
Lifetime Post Total Impressions
Lifetime Engaged Users
Lifetime Post Consumers
Lifetime Post Consumptions
Lifetime Negative feedback
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 your post
Overall Count
Facebook Insights

18. 0 2 4 6 8 10 12 14
Facebook…
Twitter…
Instagram…
Google+…
#AskWASC Campaign Post
February 18th 2014
0 200 400 600 800 1000 1200 1400 1600
Lifetime Post Total Reach
Lifetime Post Total Impressions
Lifetime Engaged Users
Lifetime Post Consumers
Lifetime Post Consumptions
Lifetime Negative feedback
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 your post
Overall Count
Facebook Insights

19. 0 2 4 6 8 10 12
Facebook
(Likes, Comments & Shares)
Twitter
(RT, Clicked Links, Favorites & Replies)
Instagram
(Likes, Comments & Submissions)
Google+
(+1 & Comments)
#AskWASC Campaign Post
March 4th 2014
0 500 1000 1500 2000 2500
Lifetime Post Total Reach
Lifetime Post Total Impressions
Lifetime Engaged Users
Lifetime Post Consumers
Lifetime Post Consumptions
Lifetime Negative feedback
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 your post
Facebook Insights
Overall Count

20. 0 5 10 15 20
Facebook
(Likes, Comments & Shares)
Twitter
(RT, Clicked Links, Favorites & Replies)
Instagram
(Likes, Comments & Submissions)
Google+
(+1 & Comments)
#AskWASC Campaign Post
March 11th 2014
0 200 400 600 800 1000 1200 1400
Lifetime Post Total Reach
Lifetime Post Total Impressions
Lifetime Engaged Users
Lifetime Post Consumers
Lifetime Post Consumptions
Lifetime Negative feedback
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 your post
Facebook Insights
Overall Count

21. 0 5 10 15 20 25
Facebook
(Likes, Comments & Shares)
Twitter
(RT, Clicked Links, Favorites & Replies)
Instagram
(Likes, Comments & Submissions)
Google+
(+1 & Comments)
#AskWASC Campaign Post
March 18th 2014
0 500 1000 1500 2000 2500 3000
Lifetime Post Total Reach
Lifetime Post Total Impressions
Lifetime Engaged Users
Lifetime Post Consumers
Lifetime Post Consumptions
Lifetime Negative feedback
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 your post
Overall Count
Facebook Insights

22. THE WASC GAMES
The WASC Campaign

23. The WASC Games Email Campaign
Faculty & Staff

24. 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 Report
Unique Click Rate

25. The WASC Games Participation
Academic Advising
Admissions
Adult, Graduate, and Online Learning
Advancement
Bon Appetit
Bursar
Campus Safety
Christ College
Communication Studies
CSLD
DLRC
English
Finance and Accounting
Financial Aid
First Year Experience
Global Programs
Graduate Admissions
Library
MarComm
Mathematics
Nursing
Office of the Provost
Professional Studies
Registrar
School of Education
Student Conduct

26. 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 Gavin
Professor 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 Powers
MBA Business and Community Liaison
MBA Admissions Coordinator

27. 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 & Teaching
Assistant 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 Campbell
Director of Graduate and Adult Admissions

28. 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.