UBC Sororities Research

UBC Sororities
COMM365 Final Research Report
Professor Chunhua Wu
Raymond Tang 41905100
Cecilia Chun 43924109
Yubei Tao 19223122
Maxime Doyle 24712125
Samantha Walsh 24232126

UBC Sororities Recruitment 2013
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
Comm365 Final Research Project 1

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.
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
Figure 1: Reason for Joining UBC Sororities
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:

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 ment? UBC Sororities recruit-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 week) every second day for a
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.
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