1. Created by:
Alison Burg
Chris Duvall
Savannah Fielder
Stephanie Hoke
Virginia Nagy
Carlton Troutman
University of Tennessee
Office of Undergraduate Admissions
2015 Campaign Proposal
Building YOUR
CommUniTy
Brick -by- Brick
Big Orange. Big Family.
Circle Park Communications
3. Circle Park Communications works with the University of
Tennessee, Knoxville, businesses, national and regional coalitions,
government agencies and numerous other organizations.
Circle Park Communications provides communication services
that help Knoxville clients build strong communities, improve the
lives of Volunteer families and promotes the power of local
education for the University of Tennessee, Knoxville.
Since its foundation, Circle Park Communications has
developed and maintained a reputation for designing and
implementing effective communications strategies.
Circle Park Communications is based in Knoxville, TN and has
offices in Nashville.
Agency Biography
1
4. Agency Biography………………………………………………………………………......................1
Research
Purpose Statement & Overview……………………………………………………………..2
Executive Summary.......……………………………………………………………………….3
Situation Analysis ………………………………………………………………………..........4
SWOT Analysis ………………………………………………………………………..............5
Methods...........................................................................................................6
Results..............................................................................................................8
Implications....................................................................................................10
Action Planning and Communication
Goal & Objectives………………………………………………..........………………………11
Key Message ……………………………………………………………….................………12
Publics …………….......…………………………………………………………...................13
Objective One ....………………………………………………………………....................14
Objective Two..…………………………………………………...................………………17
Objective Three………………………………………………………………...................…19
Objective Four………………………………………………...................………………….22
Evaluation
Evalutation of Campaign...............................................................................23
References.....................................................................................................24
Appendices
Appendix A....................................................................................................26
Appendix B....................................................................................................28
Appendix C....................................................................................................30
Appendix C....................................................................................................36
Table of Contents
5. ////////////// Purpose Statement /////////////
The purpose of this public relations campaign is to provide recommendations,
strategies and tactical implications based on quantitative and qualitative
research for the UT Office of Undergraduate Admissions. The goal is to increase the
number of applicants from 15,000 to 16,050 at the University of Tennessee.
Public relations students at the University of Tennessee conducted the
following research in the spring semester of 2015.
////////////////// Overview //////////////////
The University of Tennessee is located in the city of Knoxville along the foothills of
the Great Smoky Mountains and just along the Tennessee River. The university is
the ideal combination of an urban campus in the heart of an incredible southern city.
UT is right next door to some of the eastern United States best outdoor assets and
activities. Established in 1794, the university currently enrolls 21,451 undergraduate
students. Offering over 300 degrees, the University of Tennessee, Knoxville, is the
flagship university and largest entity of the UT system. UT boasts a strong network of
alumni, including NFL quarterback, Peyton Manning and possesses long lasting
traditions of pride, community and Big Orange.
Research
2
6. 1
//////////// Executive Summary ////////////
“Together, we’re unstoppable” is the University of Tennessee’s pledge. As the
university expands, so does its budget. Faced with ever increasing
recruitment competition from local and national universities, it is imperative the
university continually expands its own outreach and recruitment methods. The
University of Tennessee’s brand method states, “We are as dynamic as the people
who invest in us emotionally, intellectually, and philanthropically. Energy is the
ultimate filter for the UT story, and now is the time for UT to start harnessing it.”
The following campaign plans for results in increased, overall personalized
communication with potential freshmen, further social media engagement of
current students and potential freshmen, additional campus visits of potential
freshmen applicants by means of an intervening public (parents) and the
application of student ambassadors to boost positive word of mouth within the
current freshmen population, within the next 16 months. These results will reach
toward the organization’s objectives of increasing enrollment applications.
Included in the following proposal are examples of a Twitter campaign,
ambassador program, a new stamp design, parent outreach letters and much
more.
This campaign proposal is dedicated to the critical core of applicants—incoming
freshmen. Since they make up the majority of college applicants, tapping into this
base is vital. Circle Park Communications is grateful for the opportunity to assist
the University of Tennessee, Knoxville in meeting its growing goals and is
confident in this proposed campaign.
3
7. Currently, UT has approximately 14,000-16,000 applicants for undergraduate
admissions per year. This number has the potential to increase the number of
applicants in order to create a larger pool of first year applicants from which to
be chosen. Based on the conducted research, the majority of current students at
the UT speak positively about the university. Therefore, gaining more applicants
through the use of our objectives is an obtainable goal.
Other universities in the United States, specifically schools in the SEC, present
a potential difficulty for completing the goal because high school students can
choose to apply to those universities. Currently, almost every university,
especially SEC schools execute recruitment strategies extremely similar to one
another. These similarities create an issue because none of the schools can stand
out from one another. The UT Office of Undergraduate Admissions needs to grab
hold of the opportunity by being unique, strengthening the UT brand and better
communicating what it really means to be a Tennessee Volunteer to high school
students that may not be familiar with UT or Knoxville.
///////////// Situation Analysis /////////////
This campaign concentrates on
increasing the number of applicates to
the University of Tennessee.
4
8. //////////////// SWOT Analysis //////////////
The following is a S.W.O.T. analysis of the University of Tennessee. A S.W.O.T.
analysis identifies the internal strengths and weaknesses along with the external
opportunities and threats the university may face.
Strengths
• Well-known university
• Large student body
• SEC school
• Campus improvements
(construction)
• Popular sports programs
• Many opportunities for campus
involvement
• Strong degree programs
• Affordable tuition for in-state
students
• First year studies courses
Opportunities
• Potential freshmen more involved
with UT
• Greater spread of positive word of
mouth
• Promoting Knoxville to draw
more applicants
• Gain more applicants to UT
Weaknesses
• Recruitment strategies do not
stand out
• Student’s perception of
construction
• Lack of personal communication
with potential students
• Lack of engagement on social
media
• Lowest number of freshmen
applicants in the SEC
Threats
• Many competing colleges
• Free community college for
in-state students
• Students intimidated by size of
the university
• Sports programs at other SEC
universities
Core
Opportunity:
The UT Office of Undergraduate
Admissions has an opportunity to
recruit more students to apply to UT by
showcasing the assets that are
currently unknown by potential
students and
applicants.
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9. ////////////////// Methods /////////////////
Both quantitative and qualitative data were gathered and analyzed before the
development of this campaign for the UT’s Office of Undergraduate Admissions.
In order to collect the date, three methods were executed. SPSS analytics software
was used to analyze the quantitative data through the online survey.
The first method of research was an interview. The information gathered was
qualitative. Each member of our team interviewed a current freshman at UT. Our
team interviewed five freshmen girls and one freshman boy.
The interviews took place in person.
The instruments used to conduct this method were an interview and interview guide.
The team assembled the interview and interview guide based on the type of answers
and information we were hoping to receive from the interviews. The respondents
answered anonymously and were asked questions including “What one word would
you use to describe UT?” and “What ways did different universities and colleges
contact you?” The interview guide can be found in appendix C.
6
10. The second method used to gather information was a survey. The information gathered
was both qualitative and quantitative. Each member of our class was required to
distribute the survey to a minimum of 16 people. Requirements for the respondents
included: at least five non-white students, at least five transfer students, one male in-state
student from each grade level, one female in-state student from each grade level, one male
out-of-state student from each grade level and finally, one female out-of-state student
from each grade level. Over 800 current UT students answered the survey. Our classmates
shared the survey with current UT students on Facebook, through emails and with people
in their other classes.
The instrument used to conduct this research was a questionnaire. Dr. Lisa Fall and
Sejin Park assembled and created the survey, and the PR 470 Campaigns class approved
it. Respondents answered the surveys anonymously. Many of the questions had answers
that were on a scale from “strongly agree” to “strongly disagree.” Statements varied from
“I am happy with UT” and “I feel a sense of belonging to UT.”
The survey can be found in appendix C.
The third method for research included outside information and secondary research. The
information was gathered from an article titled “Gen Z,” an article from Business Insider
titled “A Member of ‘Gen Z’ Just Explained The Different Social Media
Services To Me” and various UT websites including the UT Office of Undergraduate
Admissions’ pages, UT social media pages including Facebook, Twitter and Instagram.
////////////Methods///////////
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11. ////////////Results////////////
Through the surveys, many of the same themes surfaced as those in the
interviews. Many students used the words “family” and “community” to
describe UT. Other words that appeared frequently were “football” and
“Big Orange.” Sports seemed to have a heavy pull on many of the survey
respondents. The majority of the respondents were in-state students. These
students often said that part of the reason they came to UT was because they
grew up saying, “Go Vols!” Students who had high levels of trust in the
university were more likely to speak highly of the university compared to
students who had lower trust levels. Survey respondents mentioned “football”
(or related words such as Butch, school spirit, etc.) a number of times.
Through the interviews a few central themes from the interviewees were found.
One of the themes was the feeling that UT has a strong sense of community.
Many of the students felt that they were a part of the Vol Family. Another
recurring theme with the respondents was that they enjoyed receiving print
materials in the mail while deciding where they were going to school. The
students said that it felt like the university was investing in them by spending
the money to send them these particular print materials. Several of the
interviewees also said that they chose UT because it was a “large SEC school”
and because of the athletics programs.
8
12. The following output comes from the SPSS analytics and compares trust and word of mouth.
The correlation is significant.
By gaining outside information from sources such as various UT websites, UT social
media pages and the Business Insider, we were able to find some themes and topics
that have been used to execute this campaign. Much of the information surrounded
on the importance of technology, social media and visuals for Generation Z. Gen Z
is the age group of students that the UT Office of Undergraduate Admissions will be
focusing on for several years to come.
9
13. ///////////// Implications /////////////
By interviewing six current freshmen at the University of Tennessee, we were able
to devise five implications for the UT Office of Undergraduate Admissions. These
implications are: a stronger and more interactive presence on social media,
stressing the “community” and “family” aspects of the UT brand in all recruitment
and promotional material, making all communication to prospective students
more individualized and personalized, increasing the amount and quality of the
print materials mailed to future students and changing the perception of on
campus construction from problem to progress. We believe these five
recommendations will increase the number of applicants to UT.
The surveys helped to gain information, and thus, develop insights, from over
800 current students at the University of Tennessee. Through these surveys we
were able to confidently decide on implications and recommendations.
Advertising and promotional material from the UT Office of Undergraduate
Admissions needs to include UT’s football program and the atmosphere of the
athletic environment in order to attract students with those interests to the
university. The current advertisements and promotional materials do not convey
the students’ prdie in the university as clearly. Public relations materials should
focus on relationship building and the community aspect of attending the
university. Our last implication is that UT should strive to make students to feel
more committed to the Vol Family so they will have a more positive word of
mouth about the university.
Through the outside sources used in developing this campaign, we were able to
further reinforce the implications created through the freshmen interviews.
Because of the article written for the Business Insider (see appendix D) we believe
that a mobile phone text campaign would reach these prospective students. The
article states that “They [Gen Z] just text. Everyone does have a phone number.
But phone numbers are for texting, not talking.” Because of the article titled
“Gen Z,” we also think that creating Twitter pages for the colleges that do not
currently have one will help prospective students find information about the
programs they are interested in a more personal and visual way. Most of the
colleges that already have Twitter need to have more engaging content and have
a more active presence on Twitter. A third implication from outside sources is a
video highlighting the city of Knoxville and all it has to offer. Gen Z-ers are more
visual than generations before them. Featuring Knoxville in this way would
appeal highly to these prospective students
(Gen Z article can be found in appendix D).
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14. Action Planning &
Communication
Objectives:
• To increase the level of satisfaction with personalized
communication among incoming freshmen within 16 months from
May 2015-August 2016.
• To increase social media engagement (number of followers) of the
university’s Twitter and Instagram accounts within the population
of current students and potential freshmen by 10 percent within
16 months from May 2015- August 2016.
• To increase campus visits from 26,000 potential freshmen
applicants by means of an intervening public (parents) by
10 percent (2,600) within 16 months from May 2015- August 2016.
• To use students and student ambassadors to increase positive word
of mouth within the current freshmen population by five percent
within 16 months from May 2015- August 2016.
The goal of this
campaign is to
increase the number
of freshmen
applications.
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16. Key publics
The key public determined for this campaign based on research and
the needs from the client is:
Junior and senior high school students
Demographic and psychographic profile: Ages of juniors and seniors in
high school range from 15-19. All ethnicities, races,
religions and genders would be reached and considered for acceptance.
Motivating self-interests: Interests of these students would include universities,
colleges within the universities, sports, clubs, activities, outdoors, (college) student
life, campus living, the town where the university sits, etc.
Status of current relationship with organization: Connection ranges from no
connection (distance from UT, parents went to other universities, etc.) to
a high and favorable connection (high school students in Knoxville
who have been raised to love the Vols).
Secondary Public
The secondary public determined for
this campaign based on research and the
needs from the client is:
Parents of high school students
Intervening Publics
The intervening publics determined for this
campaign based on research and the needs
from the client are:
Parents of high school students
Current undergraduate students at UT
UT Alumni
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17. ///////////// Objective One /////////////
Strategy One:
Create a more personalized experience with potential students during the
recruitment process
To increase the level of satisfaction with personalized
communication among incoming freshmen within
16 months from May 2015 - August 2016.
Tactic One:
Send personalized texts from
alumni or current students to
potential students
Tactic Two:
Create opportunities for personal
meetings with alumni near
students
Tactic Three:
Send birthday cards to potential
students and graduation cards to
committed students
Tactic Four:
Create UT stamp for all
personalized mailing
Tactic One
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19. Strategy Two:
Promote the 11 different colleges within the university by highlighting the unique
aspects of each
Tactic One:
Create a student ambassadors program for each college
Tactic Two:
Establish specific social media accounts for each college
///////////// Objective One /////////////
16
Tactic Three
20. ///////////// Objective Two /////////////
To increase social media engagement
(number of followers) of the university’s
Twitter and Instagram accounts within the population
of current students and potential freshman
by 10 percents within 16 months from
May 2015 - August 2016.
Strategy One:
Launch a Twitter campaign
Tactic One:
Post contests for free UT merchandise
Tactic Two:
Create biweekly giveaways for a student/potential freshman who has the most
retweets positively mentioning UT
Tactic Three:
Promote #whyUTK by having famous staff and alumni use the hashtag
(Eric Berry, Peyton Manning, Butch Jones and Candace Parker)
Strategy Two:
Launch an Instagram campaign that engages potential, future and
current students
Tactic One:
Hold an Instagram contest for current students’ favorite part of UT
Tactic Two:
Hold an Instagram contest for #futurevols best “acceptance” photo
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21. Guidelines for contest:
Use the hashtag
Tag @UTKnoxville
Creativity required
Quickest to post after receiving acceptance letter
Possible prizes include:
Tshirts
Dining dollars
Free student football ticket
UT merchandise
///////////// Objective Two /////////////
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Tactic One
Tactic Two
22. To increase campus visits from 26,000 potential
freshmen applicants by means of an intervening public
(parents) by 10 percent (2,600) within 16 months
from May 2015 - August 2016.
Strategy One:
Reach potential freshman and parents (via Facebook or mail) for a UT campus
visit
Tactic One:
Create video about Knoxville and surrounding area to be sent in emails about
campus visits
Tactic Two:
Mail out personalized postcard invitations to visit UT
Tactic Three:
Send Facebook messages with link to sign up for a visit
Tactic Four:
Send out mail to parents that are alumni of UT reminding them of what events
happened when they attended and encouraging them to bring their children for a
visit
///////////// Objective Three /////////////
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24. Strategy Two:
Create incentives to encourage more visit UT visits
Tactic One:
Create campus visit hashtag (#VFD = Vol for a Day)
Tactic Two:
Place posters in high schools with all social media handles/links on posters
Tactic Three:
Use social media to promote the chance to win UT football or basketball tickets or
UT merchandise during a UT visit (two lucky visitors, one high school student and
one parent, from each tour will win one of one of these prizes); include all social
media handles/links on any printed material
///////////// Objective Three /////////////
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Tactic Three
Tactic One
25. ///////////// Objective Four /////////////
To use students and student ambassadors to increase
positive word of mouth within the current freshmen
population by five percent within 16 months
from May 2015 - August 2016.
Strategy One:
Implement a “Brick by Brick” campaign for construction that addresses campus
construction in a positive light and provides open and honest communication by
highlighting the benefits of construction
Tactic One:
Student ambassadors email parents the future designs and benefits of the current
construction
Tactic Two:
Mail a personalized “brick”
(postcard style)
to potential students with
the dates of projects that
will be completed by the
time that a student would
step foot on campus
Strategy Two:
Launch a “Why UT?” campaign
Tactic One:
Student ambassadors promote and sponsor a “Why UT ” Video Campaign with a
prize for the winner
Tactic Two:
Create four videos featuring why students and staff chose UT, promoting it on all
social media and UT’s website
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26. Evaluation
A mandatory survey will be sent out to all incoming freshmen that will measure
level of satisfaction with personalized communication and their positive word of
mouth about the university at the start of the campaign. The same survey will be
sent to the new freshmen the following year, and the statistics will be
compared. This survey will evaluate objectives one and four.
Objective 1: To increase the level of satisfaction with personalized communication
among incoming freshmen within 16 months from May 2015- Aug. 2016
Objective 4: To use students ambassadors to increase positive word of mouth
within the current freshmen population by 5 percent within the 16 months from
May 2015-Aug. 2016
The number of followers on the university’s Instagram and Twitter will be
measured at the start and end of the campaign. This will evaluate objective two.
Objective 2: To increase the number of followers by 10 percent on the university’s
Twitter and Instagram accounts in order to further engage the student population
and potential freshmen with 16 months from May 2015- Aug. 2016
The number of campus visits of potential freshmen will be measured at the start
and end of the campaign. This will evaluate objective three.
Objective 3: To increase campus visits of potential freshmen applicants by means
of an intervening public (parents) by 10 percent (2,600) within the 16 months
from May 2015- Aug. 2016 (26,000)
23
27. References
Blodget, Henry. “A Member Of ‘Gen Z’ Just Explained The Different Social Media Services
To Me...” Business Insider. Business Insider, Inc, 28 Nov. 2014. Web. 12 Apr. 2015.
“Custom Mail & Stamps.” Custom Mail & Stamps. N.p., n.d. Web. 12 Apr. 2015.
Sladex, Sarah, and Alyx Grabinger. “Gen Z. The Generation of the 21st Century Has Ar-
rived!” XYZ University. N.p., 3 Mar. 2014. Web. 10 Apr. 2015.
“The University of Tennessee.” , Knoxville. N.p., n.d. Web. 12 Apr. 2015.
“The University of Tennessee.” Admissions. N.p., n.d. Web. 12 Apr. 2015.
“The University of Tennessee, Knoxville.” Branding. N.p., n.d. Web. 12 Apr. 2015.
“University of Tennessee, Knoxville.” Facebook. N.p., n.d. Web. 12 Apr. 2015.
“The University of Tennessee.” Prospective Students. N.p., n.d. Web. 12 Apr. 2015.
“The University of Tennessee.” Quick Facts. N.p., n.d. Web. 12 Apr. 2015.
“UT Knoxville (@utknoxville) • Instagram Photos and Videos.” Instagram. N.p., n.d. Web.
12 Apr. 2015.
“UT to Invest Millions in Campus Beautification.” KNS. N.p., n.d. Web. 12 Apr. 2015.
“Zazzle | Custom T-Shirts, Personalized Gifts, Posters, Art, and More.” Zazzle | Custom
T-Shirts, Personalized Gifts, Posters, Art, and More. N.p., n.d. Web. 12 Apr. 2015.
24
34. Please indicate your level of agreement with the following statements.
Whenever UT makes an important decision, I know it will be concerned about students like me.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
UT has the ability to accomplish what it says it will do.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
UT treats students like me fairly.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
UT can be relied on to keep its promises.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
I believe that UT takes opinions of students like me into account when making decisions.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
I feel very confident about UT’s ability to achieve its mission.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
Please indicate your level of agreement with the following statements.
Generally speaking, I am pleased with the relationship that UT has established with students like me.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
Most students like me are happy in their interactions with UT.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
I am happy with UT.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
Both UT and students like me benefit from the relationship.
(relationship = between UT and students)
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
Most students like me are happy in their interactions with UT.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
Engagement Survey
31
35. Engagement Survey
This list consists of various items that describe different feelings and emotions. Rate each
one regarding how you feel about the University of Tennessee.
Inspired
Not at all Slightly Moderately Very Extremely
Excited
Not at all Slightly Moderately Very Extremely
Interested
Not at all Slightly Moderately Very Extremely
Proud
Not at all Slightly Moderately Very Extremely
Enthusiastic
Not at all Slightly Moderately Very Extremely
Please indicate your level of agreement with the following statements.
I feel a sense of belonging to UT.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
I feel like a part of a family at UT.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
I feel emotionally attached to UT.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
Please indicate your level of agreement with the following statements.
I encourage friends to attend school at UT.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
I recommend UT to someone who asks my advice.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
I say positive things about UT to other people.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
I encourage family members to attend school at UT.
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
32
36. Engagement Survey
Please type in below.
If finances didn’t matter, what was your #1 reason for wanting to attend school at UT?
What ONE word would you use to describe the University of Tennessee?
In your opinion, what makes UT different from other schools?
Please complete the following information. Your answers are for statistical purposes only. All answers will
remain confidential, and your anonymity will be maintained.
Are you a transfer student?
Yes No
Have you ever lived in the dorms?
Yes No
Do you have a family member/friend who graduated from UT?
Yes No
Are you involved in any extracurricular on-campus activities/organizations?
Yes No
Are you a first generation college student in your family?
(* first generation college student: neither one of your parents have earned a degree beyond high school
diploma)
Yes No
Please indicate your gender.
Male Female
Please indicate your academic status.
Freshman Sophomore Junior Senior
Please indicate your race.
African American / Black Caucasian / White Hispanic / Latino Multi-racial Native Hawaiian / Pacific
Islander Asian Other
Please type in your home state - or country if you are an international student.
Thank you! END OF SURVEY
33
37. Interview Guide & Interview
Title of study: Student Academic Recruitment at the University of Tennessee, Knoxville
Study Investigators: Alison Burg, Chris Duvall, Savannah Fielder, Stephanie Hoke, Virginia Nagy and
Carlton Troutman
Invitation to participate & study description
As a student at the University of Tennessee, you are invited to participate in a research study about why you
selected to attend UT over other colleges and universities you may have applied to. We are essentially trying
to answer the question “Why UT?” in order to better understand how to effectively recruit students to attend
the university. By agreeing to participate in this interview, you are only agreeing to a one-time interview
session. We will not need to follow up with you at a later time. Information about you gathered from this
interview will be added to the interview data as part of our overall study.
Risks & benefits
This interview does not involve any type of physical risk. You will be asked to answer questions about why
you selected the University of Tennessee, your opinion(s) on the university, the ways in which you may have
been recruited to UT and other related inquiries. Although this study is not designed to help you personally,
the information you contribute will help us better understand why graduating seniors decide to attend the
university and how UT can recruit the best students in Tennessee and other states. The results of this project
will be used by the study investigators to develop a public relations campaign. The results and campaign will
then be given to our Dr. Lisa Fall and the University of Tennessee Office of Undergraduate Admissions.
Participants of this interview are welcome to contact any one of the study investigators for more
information.
Confidentiality
The information you provide in this interview will only be seen by the study investigators and Dr. Lisa Fall.
The information you provide will be kept confidential. Your name will not be associated with your interview,
the research findings or the final public relation campaign. The information obtained in these interviews
will be collected and published in our final group public relations campaign book. Dr. Lisa Fall will have one
copy. The University of Tennessee Office of Undergraduate Admissions will have one copy.
Your right to refuse
Your decision to participate is entirely up to you. This is voluntary. You may choose not to answer any ques-
tion asked. Your decision will not result in any loss or benefits to which you are otherwise entitled at the
University of Tennessee.
Your right to ask questions
As a participant, you have the right to ask questions about this interview and overall study and to have those
questions answered by a study investigator before, during or after the research.
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38. Interview Guide & Interview
Consent
Your signature below indicates that you have decided to participate voluntarily this study and that you have
read and understood the information provided above.
Signature of Participant: ______________________________ Date: ____________________
Name of Participant (PLEASE PRINT): ______________________________________________
Interview questions:
• Gender? Class? Race?
1. If finances didn’t matter, what was your number one reason for wanting to attend the
University of Tennessee?
2. What one word would you use to describe UT? Why did you choose that word?
3. In your opinion, what makes UT different from other schools? Do you see this as a good thing?
4. What are some activities you’re involved in outside of academics? Jobs? Clubs? Intramurals?
Religious organizations?
5. What has surprised you most in your first year of college so far? What would you change? What were
your expectations for your first year? Were these expectations met? Is there anything that hasn’t
happened that you were expecting?
6. What ways did different universities and colleges contact you while you were in high school? Of those
schools, what recruitment/contact strategies stood out to you and why? What did everyone do the
same? What did some of these schools do that was wrong? What did some of these schools do that
was different than other schools?
7. Did you receive recruitment info from UT/other colleges before applying? What did you receive
(print, web, etc.)? Did this recruitment information influence your final decision at all? Where did
you receive this information (in the mail, social media, e-mail)?
8. Besides mailed recruitment information, how did you gather information about that schools you were
interested in (Google searches, college websites, social media, etc.)? Did you use social media, UT’s
website, advice from your school guidance counselor, etc.? Which ones did you use? What did you
think was the coolest way to interact/gather more information about schools?
9. Did you use social media (Facebook, YouTube, Twitter, Instagram) to interact with the schools you
were applying to? Which ones did you use? What was some of the coolest material you saw? What do
you think would have made UT or other schools more appealing via social media?
35
40. Outside Sources4/12/2015 What Social Media Services Are For - Business Insider
http://www.businessinsider.com/what-social-media-services-are-for-2014-11 1/3
Mean Girls
A Member Of 'Gen Z' Just
Explained The Different Social
Media Services To Me...
HENRY BLODGET
NOV. 28, 2014, 10:17 AM
One of the benefits of
Thanksgiving is that
you get to hang out
with people from
different
generations.
Yesterday, I hung
out with someone
from a different
generation — a post-
Millennial that I am
told is from the
generation known as
"Gen Z."
I explained to the
Gen Z-er that my
social media usage is
limited to a niche news service called Twitter and an occasional dip into Facebook. The
Gen Z-er smiled knowingly. She then explained that she and her friends rarely use
Facebook and Twitter, but are otherwise addicted to social media.
The big winner, she says, the service that everyone uses, is Instagram.
I asked her why.
"Because parents see the little camera icon and think it's a photo app," she said. "They
don't know it's a social network."
Some people do use Snapchat, the Gen Z-er said, but parents know that one is a social
network. And it has a "bad reputation," so some kids aren't allowed to use it. And also the
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41. 4/12/2015 What Social Media Services Are For - Business Insider
http://www.businessinsider.com/what-social-media-services-are-for-2014-11 2/3
pictures disappear — except when they don't disappear because your "friend" takes a
screenshot of your picture and sends it to everyone they know (and everyone knows how
to do that).
Then there are Vine and Tumblr and YouTube and WhatsApp and Google Plus, et
al, all of which are used for different things and by different people at different times, the
Gen Z-er said. (So much for the old theory that there would be one social network to rule
them all).
I asked the Gen Z-er to walk me through all of these difference use-cases and attributes.
So she did.
If you're doing "fandom," she said — sharing excitement and news about a band, game,
movie, book, show, YouTuber, et al — you use Tumblr or Instagram. You can also use
Google Plus, but that's basically like email.
If you want to hang out and chat with friends, you use Snapchat, Google Plus,
Facebook, and texting. The texting, by the way, is primarily through standard texting or
Apple's iMessage. Most people don't have WhatsApp.
If you want to look at funny stuff and post funny stuff, you use Instagram, Vine,
Twitter, and maybe YouTube. Vine's video editing tools are better than Instagram's,
the Gen Z-er says. And Instagram's video playback is sometimes buggy.
If you want to brag about being popular and post selfies and groupies, you use
Instagram and maybe Snapchat — basically anything but Vine and Twitter.)
If you're depressed or creepy, you use Tumblr. Or you can just follow and post sad stuff
on Instagram.
No one uses Facebook anymore, the Gen Z-er says. Facebook is just for old people
posting pictures of their kids and grand-kids. These people, by the way, are now starting
to infiltrate Instagram. They do this to try to keep an eye on their kids or to try to seem
super-hip.
Pinterest, meanwhile, just gets a shake of the head from the Gen Z-er. No one uses it.
(An ancient Boomer nearby pipes in to suggest that Pinterest is used by "old ladies"
posting pictures of knitting. The Boomer then adds that she herself is one of these old
ladies.)
What about phone calls? Do people ever talk anymore?
No, the Gen Z-er says. They just text. Everyone does have a phone number. But phone
numbers are for texting, not talking.
Well, actually, the Gen Z-er adds, people who are dating occasionally talk. And also
people who are doing group homework assignments.
In case anyone thinks social media has changed social dynamics in some meaningful way,
rest assured — it hasn't. Kids are still as clique-y and mean to each other as they have
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