Assessment Office shares data on effectiveness of marketing campaign

Published On: June 22, 2016

To help divisional leadership and senior communicators make data-informed decisions when marketing the benefits of living on campus, the RHS Assessment Office surveyed freshmen and sophomores across the MSU student body to gauge their reactions toward the “campus called” marketing campaign. In total, 1,911 students responded to the survey, almost tripling respondent counts from last year’s survey and representing about 20 percent of the total number of freshmen and sophomore students at MSU.   

Based on survey responses, more than 98 percent of students said they remembered seeing the campaign’s ads, while 89 percent of them knew the ads were related to signing up to live on campus. Nearly 1,300 respondents, about 68 percent, reported taking some sort of action as a result of seeing the ads such as speaking with a roommate or family members about returning to on-campus residence or visit the website to learn more.

The campus called campaign used current on-campus residents as models and featured them in their natural living-learning environments such as a classroom, residence hall room or dining hall table. It then labeled these models with titles such as “game changer,” “fanatic” or “foodie” that were intended to resonate with students living on campus. More than 55 percent of survey respondents said they identified with at least one of the personas. Procrastinator was the option that felt most familiar, with 24 percent of survey takers saying it matched an aspect of their personality.

Contributors to Residential and Hospitality Services’ divisional marketing efforts will use Assessment Office data to help direct marketing strategies for the academic year to come, ultimately guiding more students to center themselves around the resources that cultivate academic success. 

(Top left) Responses when students were asked if they remembered seeing one of the campus called ads; (Top right) responses when asked if the students knew the ads were related to on-campus sign up; (Bottom left) responses on what action students took after seeing an ad (if they took an action); (Bottom right) responses as to what personas in the campus called ads students identified with.