This 83-page report gives data and commentary from 36 officer from 33 colleges and universities about their use of Snapchat for college marketing and student recruitment. The study gives highly detailed data on extent of use and spending on a range of Snapchat advertising options such as snap ads, Geofilters, sponsored lenses and other Snapchat options. It also looks at the amount of staff time spent on Snapchat, and plans for spending and staff time use in the near future. Respondents give their advice on whether and how to use Snapchat in college marketing and compare its effectiveness with other social media and search engine options such as Google, Facebook and Instagram.
Data in the report is broken out by many institutional variables of the colleges affiliated with those who took the survey – college enrollment, college type, annual tuition, public/private status – as well as many personal characteristics of the respondents themselves – work title, age and gender. So, for example, it is possible to see how public relations officials feels about Snapchat vs. those who work in admissions, or enrollment marketing.
Just of few of the report’s many findings are that:
- Mean spending on Snapchat was approximately three times higher at 4-year colleges than at research universities or community colleges.
- A shade more than 11% of those surveyed used an advertising agency to prepare their Snapchat ads.
- Community colleges and colleges charging less than $10,000 in annual tuition were the most likely to say that they would be increasing their use of staff time spent on Snapchat in the near future.
Table of Contents
THE QUESTIONNAIRE
Characteristics of the Sample
SUMMARY OF MAIN FINDINGS
Percentage of Colleges Advertising on Snapchat
Percentage of Colleges Currently Advertising on Snapchat
College Mean Spending on Paid Snapchat Advertising
Use of Geofllters in College Marketing
Use of Sponsored Lenses in College Marketing
Attitudes of College Marketers Towards Use of Paid Ads on Snapchat
Use of Daily Renewable Budget for Snapchat ads
Use of a Defined Longer Term Snapchat Budget that Runs Out
View of Snapchat as a Tool for Reaching the International Student Market
Total Spending on Geofilter Ads in the Past Year
Total Spending on Snap Ads in the Past Year
Use of Long Form Videos on Snapchat
Who Makes Snapchat Ads for the College?
Use of Outside Ad Agencies to Handle Snapchat Ads
Man Hours Per Year of College Staff Time Spent on Snapchat
Percentage Change in Staff Hours Spent on Snapchat Marketing in the Past Year
Expected Trend in Future Use of College Staff Time Spent on Snapchat Marketing
View of Effectiveness of Snapchat as Marketing Vehicle Vs. Facebook, Google, Instagram and other Digital Marketing Options
Percentage of Colleges Currently Advertising on Snapchat
College Mean Spending on Paid Snapchat Advertising
Use of Geofllters in College Marketing
Use of Sponsored Lenses in College Marketing
Attitudes of College Marketers Towards Use of Paid Ads on Snapchat
Use of Daily Renewable Budget for Snapchat ads
Use of a Defined Longer Term Snapchat Budget that Runs Out
View of Snapchat as a Tool for Reaching the International Student Market
Total Spending on Geofilter Ads in the Past Year
Total Spending on Snap Ads in the Past Year
Use of Long Form Videos on Snapchat
Who Makes Snapchat Ads for the College?
Use of Outside Ad Agencies to Handle Snapchat Ads
Man Hours Per Year of College Staff Time Spent on Snapchat
Percentage Change in Staff Hours Spent on Snapchat Marketing in the Past Year
Expected Trend in Future Use of College Staff Time Spent on Snapchat Marketing
View of Effectiveness of Snapchat as Marketing Vehicle Vs. Facebook, Google, Instagram and other Digital Marketing Options
List of Tables
Table 1.1 Has the college ever done any paid advertising on Snapchat?
Table 1.2 Has the college ever done any paid advertising on Snapchat? Broken out by work title
Table 1.3 Has the college ever done any paid advertising on Snapchat? Broken out by type or Carnegie class
Table 1.4 Has the college ever done any paid advertising on Snapchat? Broken out for public and private colleges
Table 1.5 Has the college ever done any paid advertising on Snapchat? Broken out by annual tuition, $
Table 1.6 Has the college ever done any paid advertising on Snapchat? Broken out by enrollment
Table 1.7 Has the college ever done any paid advertising on Snapchat? Broken out by age of the survey participant
Table 1.8 Has the college ever done any paid advertising on Snapchat? Broken out by gender of the survey participant
Table 2.1 Is the college currently doing paid advertising on Snapchat?
Table 2.2 Is the college currently doing paid advertising on Snapchat? Broken out by work title
Table 2.3 Is the college currently doing paid advertising on Snapchat? Broken out by type or Carnegie class
Table 2.4 Is the college currently doing paid advertising on Snapchat? Broken out for public and private colleges
Table 2.5 Is the college currently doing paid advertising on Snapchat? Broken out by annual tuition, $
Table 2.6 Is the college currently doing paid advertising on Snapchat? Broken out by enrollment
Table 2.7 Is the college currently doing paid advertising on Snapchat? Broken out by age of the survey participant
Table 2.8 Is the college currently doing paid advertising on Snapchat? Broken out by gender of the survey participant
Table 3.1 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year?
Table 3.2 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out by work title
Table 3.3 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out by type or Carnegie class
Table 3.4 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out for public and private colleges
Table 3.5 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out by annual tuition, $
Table 3.6 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out by enrollment
Table 3.7 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out by age of the survey participant
Table 3.8 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out by gender of the survey participant
Table 4 Which of the following types of Snapchat ads has the college ever run? (check any that apply or have not used any of these)
Table 4.1.1 Has the college ever run Snapchat snap ads?
Table 4.1.2 Has the college ever run Snapchat snap ads? Broken out by work title
Table 4.1.3 Has the college ever run Snapchat snap ads? Broken out by type or Carnegie class
Table 4.1.4 Has the college ever run Snapchat snap ads? Broken out for public and private colleges
Table 4.1.5 Has the college ever run Snapchat snap ads? Broken out by annual tuition, $
Table 4.1.6 Has the college ever run Snapchat snap ads? Broken out by enrollment
Table 4.1.7 Has the college ever run Snapchat snap ads? Broken out by age of the survey participant
Table 4.1.8 Has the college ever run Snapchat snap ads? Broken out by gender of the survey participant
Table 4.2.1 Has the college ever run the snap to unlock codes as a type of Snapchat ads?
Table 4.3.1 Has the college ever run Snapchat local Geofilters ads?
Table 4.3.2 Has the college ever run Snapchat local Geofilters ads? Broken out by work title
Table 4.3.3 Has the college ever run Snapchat local Geofilters ads? Broken out by type or Carnegie class
Table 4.3.4 Has the college ever run Snapchat local Geofilters ads? Broken out for public and private colleges
Table 4.3.5 Has the college ever run Snapchat local Geofilters ads? Broken out by annual tuition, $
Table 4.3.6 Has the college ever run Snapchat local Geofilters ads? Broken out by enrollment
Table 4.3.7 Has the college ever run Snapchat local Geofilters ads? Broken out by age of the survey participant
Table 4.3.8 Has the college ever run Snapchat local Geofilters ads? Broken out by gender of the survey participant
Table 4.4.1 Has the college ever run snap ads with sequenced messaging as a type of Snapchat ad?
Table 4.5.1 Has the college ever run snap ads with swipes to more detailed video content?
Table 4.6.1 Has the college ever used sponsored lenses in Snapchat?
Table 4.6.2 Has the college ever used sponsored lenses in Snapchat? Broken out by work title
Table 4.6.3 Has the college ever used sponsored lenses in Snapchat? Broken out by type or Carnegie class
Table 4.6.4 Has the college ever used sponsored lenses in Snapchat? Broken out for public and private colleges
Table 4.6.5 Has the college ever used sponsored lenses in Snapchat? Broken out by annual tuition, $
Table 4.6.6 Has the college ever used sponsored lenses in Snapchat? Broken out by enrollment
Table 4.6.7 Has the college ever used sponsored lenses in Snapchat? Broken out by age of the survey participant
Table 4.6.8 Has the college ever used sponsored lenses in Snapchat? Broken out by gender of the survey participant
Table 4.7.1 The college hasn't used any types of Snapchat ads?
Table 4.7.2 The college hasn't used any types of Snapchat ads? Broken out by work title
Table 4.7.3 The college hasn't used any types of Snapchat ads? Broken out by type or Carnegie class
Table 4.7.4 The college hasn't used any types of Snapchat ads? Broken out for public and private colleges
Table 4.7.5 The college hasn't used any types of Snapchat ads? Broken out by annual tuition, $
Table 4.7.6 The college hasn't used any types of Snapchat ads? Broken out by enrollment
Table 4.7.7 The college hasn't used any types of Snapchat ads? Broken out by age of the survey participant
Table 4.7.8 The college hasn't used any types of Snapchat ads? Broken out by gender of the survey participant
Table 5.1 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year?
Table 5.2 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out by work title
Table 5.3 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out by type or Carnegie class
Table 5.4 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out for public and private colleges
Table 5.5 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out by annual tuition, $
Table 5.6 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out by enrollment
Table 5.7 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out by age of the survey participant
Table 5.8 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out by gender of the survey participant
Table 6.1 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college?
Table 6.2 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out by work title
Table 6.3 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out by type or Carnegie class
Table 6.4 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out for public and private colleges
Table 6.5 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out by annual tuition, $
Table 6.6 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out by enrollment
Table 6.7 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out by age of the survey participant
Table 6.8 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out by gender of the survey participant
Table 7 You generally primarily control your Snapchat paid ad spending by basing institutional or departmental spending on which of the following?
Table 7.1.1 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily?
Table 7.1.2 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out by work title
Table 7.1.3 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out by type or Carnegie class
Table 7.1.4 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out for public and private colleges
Table 7.1.5 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out by annual tuition, $
Table 7.1.6 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out by enrollment
Table 7.1.7 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out by age of the survey participant
Table 7.1.8 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out by gender of the survey participant
Table 7.2.1 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually?
Table 7.2.2 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out by work title
Table 7.2.3 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out by type or Carnegie class
Table 7.2.4 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out for public and private colleges
Table 7.2.5 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out by annual tuition, $
Table 7.2.6 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out by enrollment
Table 7.2.7 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out by age of the survey participant
Table 7.2.8 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out by gender of the survey participant
Table 8.1 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA?
Table 8.2 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out by work title
Table 8.3 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out by type or Carnegie class
Table 8.4 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out for public and private colleges
Table 8.5 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out by annual tuition, $
Table 8.6 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out by enrollment
Table 8.7 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out by age of the survey participant
Table 8.8 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out by gender of the survey participant
Table 9.1 How important do you believe is Snapchat as a tool for reaching the international student market?
Table 9.2 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out by work title
Table 9.3 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out by type or Carnegie class
Table 9.4 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out for public and private colleges
Table 9.5 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out by annual tuition, $
Table 9.6 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out by enrollment
Table 9.7 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out by age of the survey participant
Table 9.8 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out by gender of the survey participant
Table 10 How much did the college spend (in US$) on each of the following kinds of Snapchat ads in the past year?
Table 10.1.1 How much did the college spend (in US$) on Geofilter ads in the past year?
Table 10.1.2 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out by work title
Table 10.1.3 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out by type or Carnegie class
Table 10.1.4 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out for public and private colleges
Table 10.1.5 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out by annual tuition, $
Table 10.1.6 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out by enrollment
Table 10.1.7 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out by age of the survey participant
Table 10.1.8 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out by gender of the survey participant
Table 10.2.1 How much did the college spend (in US$) on snap ads in the past year?
Table 10.2.2 How much did the college spend (in US$) on snap ads in the past year? Broken out by work title
Table 10.2.3 How much did the college spend (in US$) on snap ads in the past year? Broken out by type or Carnegie class
Table 10.2.4 How much did the college spend (in US$) on snap ads in the past year? Broken out for public and private colleges
Table 10.2.5 How much did the college spend (in US$) on snap ads in the past year? Broken out by annual tuition, $
Table 10.2.6 How much did the college spend (in US$) on snap ads in the past year? Broken out by enrollment
Table 10.2.7 How much did the college spend (in US$) on snap ads in the past year? Broken out by age of the survey participant
Table 10.2.8 How much did the college spend (in US$) on snap ads in the past year? Broken out by gender of the survey participant
Table 10.3.1 How much did the college spend (in US$) on snap to unlock codes in the past year?
Please describe the college's most viewed Snapchat ads. Broken out by type or Carnegie class
Table 11.1 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length?
Table 11.2 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out by work title
Table 11.3 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out by type or Carnegie class
Table 11.4 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out for public and private colleges
Table 11.5 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out by annual tuition, $
Table 11.6 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out by enrollment
Table 11.7 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out by age of the survey participant
Table 11.8 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out by gender of the survey participant
Table 12 If the college advertises on Snapchat does the college make its own ads or use an outside advertising or service agency or freelancer? Or more than one of these means? Check all that apply.
Table 12.1.1 If the college advertises on Snapchat does the college use the college staff?
Table 12.1.2 If the college advertises on Snapchat does the college use the college staff? Broken out by work title
Table 12.1.3 If the college advertises on Snapchat does the college use the college staff? Broken out by type or Carnegie class
Table 12.1.4 If the college advertises on Snapchat does the college use the college staff? Broken out for public and private colleges
Table 12.1.5 If the college advertises on Snapchat does the college use the college staff? Broken out by annual tuition, $
Table 12.1.6 If the college advertises on Snapchat does the college use the college staff? Broken out by enrollment
Table 12.1.7 If the college advertises on Snapchat does the college use the college staff? Broken out by age of the survey participant
Table 12.1.8 If the college advertises on Snapchat does the college use the college staff? Broken out by gender of the survey participant
Table 12.2.1 If the college advertises on Snapchat does the college use an outside agency?
Table 12.2.2 If the college advertises on Snapchat does the college use an outside agency? Broken out by work title
Table 12.2.3 If the college advertises on Snapchat does the college use an outside agency? Broken out by type or Carnegie class
Table 12.2.4 If the college advertises on Snapchat does the college use an outside agency? Broken out for public and private colleges
Table 12.2.5 If the college advertises on Snapchat does the college use an outside agency? Broken out by annual tuition, $
Table 12.2.6 If the college advertises on Snapchat does the college use an outside agency? Broken out by enrollment
Table 12.2.7 If the college advertises on Snapchat does the college use an outside agency? Broken out by age of the survey participant
Table 12.2.8 If the college advertises on Snapchat does the college use an outside agency? Broken out by gender of the survey participant
Table 12.3.1 If the college advertises on Snapchat does the college use the freelancer?
Describe the web application or software package that your college uses to track Snapchat impressions, installs and other metrics. Broken out by type or Carnegie class
Table 13.1 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours.
Table 13.2 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by work title
Table 13.3 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by type or Carnegie class
Table 13.4 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out for public and private colleges
Table 13.5 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by annual tuition, $
Table 13.6 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by enrollment
Table 13.7 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by age of the survey participant
Table 13.8 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by gender of the survey participant
Table 14.1 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year?
Table 14.2 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out by work title
Table 14.3 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out by type or Carnegie class
Table 14.4 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out for public and private colleges
Table 14.5 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out by annual tuition, $
Table 14.6 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out by enrollment
Table 14.7 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out by age of the survey participant
Table 14.8 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out by gender of the survey participant
Table 15.1 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year?
Table 15.2 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out by work title
Table 15.3 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out by type or Carnegie class
Table 15.4 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out for public and private colleges
Table 15.5 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out by annual tuition, $
Table 15.6 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out by enrollment
Table 15.7 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out by age of the survey participant
Table 15.8 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out by gender of the survey participant
Table 16.1 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options?
Table 16.2 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out by work title
Table 16.3 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out by type or Carnegie class
Table 16.4 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out for public and private colleges
Table 16.5 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out by annual tuition, $
Table 16.6 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out by enrollment
Table 16.7 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out by age of the survey participant
Table 16.8 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out by gender of the survey participant
What can you advise your peers on how to use Snapchat effectively as a college marketing tool? Broken out by type or Carnegie class
Table 1.2 Has the college ever done any paid advertising on Snapchat? Broken out by work title
Table 1.3 Has the college ever done any paid advertising on Snapchat? Broken out by type or Carnegie class
Table 1.4 Has the college ever done any paid advertising on Snapchat? Broken out for public and private colleges
Table 1.5 Has the college ever done any paid advertising on Snapchat? Broken out by annual tuition, $
Table 1.6 Has the college ever done any paid advertising on Snapchat? Broken out by enrollment
Table 1.7 Has the college ever done any paid advertising on Snapchat? Broken out by age of the survey participant
Table 1.8 Has the college ever done any paid advertising on Snapchat? Broken out by gender of the survey participant
Table 2.1 Is the college currently doing paid advertising on Snapchat?
Table 2.2 Is the college currently doing paid advertising on Snapchat? Broken out by work title
Table 2.3 Is the college currently doing paid advertising on Snapchat? Broken out by type or Carnegie class
Table 2.4 Is the college currently doing paid advertising on Snapchat? Broken out for public and private colleges
Table 2.5 Is the college currently doing paid advertising on Snapchat? Broken out by annual tuition, $
Table 2.6 Is the college currently doing paid advertising on Snapchat? Broken out by enrollment
Table 2.7 Is the college currently doing paid advertising on Snapchat? Broken out by age of the survey participant
Table 2.8 Is the college currently doing paid advertising on Snapchat? Broken out by gender of the survey participant
Table 3.1 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year?
Table 3.2 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out by work title
Table 3.3 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out by type or Carnegie class
Table 3.4 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out for public and private colleges
Table 3.5 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out by annual tuition, $
Table 3.6 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out by enrollment
Table 3.7 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out by age of the survey participant
Table 3.8 If the college has ever done paid (in US$) advertising on Snapchat, how much has it spent on such advertising in the past year? Broken out by gender of the survey participant
Table 4 Which of the following types of Snapchat ads has the college ever run? (check any that apply or have not used any of these)
Table 4.1.1 Has the college ever run Snapchat snap ads?
Table 4.1.2 Has the college ever run Snapchat snap ads? Broken out by work title
Table 4.1.3 Has the college ever run Snapchat snap ads? Broken out by type or Carnegie class
Table 4.1.4 Has the college ever run Snapchat snap ads? Broken out for public and private colleges
Table 4.1.5 Has the college ever run Snapchat snap ads? Broken out by annual tuition, $
Table 4.1.6 Has the college ever run Snapchat snap ads? Broken out by enrollment
Table 4.1.7 Has the college ever run Snapchat snap ads? Broken out by age of the survey participant
Table 4.1.8 Has the college ever run Snapchat snap ads? Broken out by gender of the survey participant
Table 4.2.1 Has the college ever run the snap to unlock codes as a type of Snapchat ads?
Table 4.3.1 Has the college ever run Snapchat local Geofilters ads?
Table 4.3.2 Has the college ever run Snapchat local Geofilters ads? Broken out by work title
Table 4.3.3 Has the college ever run Snapchat local Geofilters ads? Broken out by type or Carnegie class
Table 4.3.4 Has the college ever run Snapchat local Geofilters ads? Broken out for public and private colleges
Table 4.3.5 Has the college ever run Snapchat local Geofilters ads? Broken out by annual tuition, $
Table 4.3.6 Has the college ever run Snapchat local Geofilters ads? Broken out by enrollment
Table 4.3.7 Has the college ever run Snapchat local Geofilters ads? Broken out by age of the survey participant
Table 4.3.8 Has the college ever run Snapchat local Geofilters ads? Broken out by gender of the survey participant
Table 4.4.1 Has the college ever run snap ads with sequenced messaging as a type of Snapchat ad?
Table 4.5.1 Has the college ever run snap ads with swipes to more detailed video content?
Table 4.6.1 Has the college ever used sponsored lenses in Snapchat?
Table 4.6.2 Has the college ever used sponsored lenses in Snapchat? Broken out by work title
Table 4.6.3 Has the college ever used sponsored lenses in Snapchat? Broken out by type or Carnegie class
Table 4.6.4 Has the college ever used sponsored lenses in Snapchat? Broken out for public and private colleges
Table 4.6.5 Has the college ever used sponsored lenses in Snapchat? Broken out by annual tuition, $
Table 4.6.6 Has the college ever used sponsored lenses in Snapchat? Broken out by enrollment
Table 4.6.7 Has the college ever used sponsored lenses in Snapchat? Broken out by age of the survey participant
Table 4.6.8 Has the college ever used sponsored lenses in Snapchat? Broken out by gender of the survey participant
Table 4.7.1 The college hasn't used any types of Snapchat ads?
Table 4.7.2 The college hasn't used any types of Snapchat ads? Broken out by work title
Table 4.7.3 The college hasn't used any types of Snapchat ads? Broken out by type or Carnegie class
Table 4.7.4 The college hasn't used any types of Snapchat ads? Broken out for public and private colleges
Table 4.7.5 The college hasn't used any types of Snapchat ads? Broken out by annual tuition, $
Table 4.7.6 The college hasn't used any types of Snapchat ads? Broken out by enrollment
Table 4.7.7 The college hasn't used any types of Snapchat ads? Broken out by age of the survey participant
Table 4.7.8 The college hasn't used any types of Snapchat ads? Broken out by gender of the survey participant
Table 5.1 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year?
Table 5.2 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out by work title
Table 5.3 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out by type or Carnegie class
Table 5.4 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out for public and private colleges
Table 5.5 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out by annual tuition, $
Table 5.6 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out by enrollment
Table 5.7 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out by age of the survey participant
Table 5.8 How much do you plan to spend (in US$) on paid Snapchat advertising in the next year? Broken out by gender of the survey participant
Table 6.1 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college?
Table 6.2 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out by work title
Table 6.3 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out by type or Carnegie class
Table 6.4 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out for public and private colleges
Table 6.5 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out by annual tuition, $
Table 6.6 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out by enrollment
Table 6.7 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out by age of the survey participant
Table 6.8 Which phrase best summarizes your attitude towards paid advertising on Snapchat for your college? Broken out by gender of the survey participant
Table 7 You generally primarily control your Snapchat paid ad spending by basing institutional or departmental spending on which of the following?
Table 7.1.1 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily?
Table 7.1.2 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out by work title
Table 7.1.3 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out by type or Carnegie class
Table 7.1.4 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out for public and private colleges
Table 7.1.5 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out by annual tuition, $
Table 7.1.6 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out by enrollment
Table 7.1.7 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out by age of the survey participant
Table 7.1.8 Do you generally primarily control your Snapchat paid ad spending by using a daily budget which renews daily? Broken out by gender of the survey participant
Table 7.2.1 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually?
Table 7.2.2 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out by work title
Table 7.2.3 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out by type or Carnegie class
Table 7.2.4 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out for public and private colleges
Table 7.2.5 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out by annual tuition, $
Table 7.2.6 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out by enrollment
Table 7.2.7 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out by age of the survey participant
Table 7.2.8 Do you generally primarily control your Snapchat paid ad spending by using a budget for a longer period of time which then renews automatically or manually? Broken out by gender of the survey participant
Table 8.1 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA?
Table 8.2 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out by work title
Table 8.3 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out by type or Carnegie class
Table 8.4 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out for public and private colleges
Table 8.5 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out by annual tuition, $
Table 8.6 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out by enrollment
Table 8.7 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out by age of the survey participant
Table 8.8 About what percentage of your paid Snapchat ads are shown to potential viewers in countries outside of the USA? Broken out by gender of the survey participant
Table 9.1 How important do you believe is Snapchat as a tool for reaching the international student market?
Table 9.2 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out by work title
Table 9.3 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out by type or Carnegie class
Table 9.4 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out for public and private colleges
Table 9.5 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out by annual tuition, $
Table 9.6 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out by enrollment
Table 9.7 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out by age of the survey participant
Table 9.8 How important do you believe is Snapchat as a tool for reaching the international student market? Broken out by gender of the survey participant
Table 10 How much did the college spend (in US$) on each of the following kinds of Snapchat ads in the past year?
Table 10.1.1 How much did the college spend (in US$) on Geofilter ads in the past year?
Table 10.1.2 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out by work title
Table 10.1.3 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out by type or Carnegie class
Table 10.1.4 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out for public and private colleges
Table 10.1.5 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out by annual tuition, $
Table 10.1.6 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out by enrollment
Table 10.1.7 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out by age of the survey participant
Table 10.1.8 How much did the college spend (in US$) on Geofilter ads in the past year? Broken out by gender of the survey participant
Table 10.2.1 How much did the college spend (in US$) on snap ads in the past year?
Table 10.2.2 How much did the college spend (in US$) on snap ads in the past year? Broken out by work title
Table 10.2.3 How much did the college spend (in US$) on snap ads in the past year? Broken out by type or Carnegie class
Table 10.2.4 How much did the college spend (in US$) on snap ads in the past year? Broken out for public and private colleges
Table 10.2.5 How much did the college spend (in US$) on snap ads in the past year? Broken out by annual tuition, $
Table 10.2.6 How much did the college spend (in US$) on snap ads in the past year? Broken out by enrollment
Table 10.2.7 How much did the college spend (in US$) on snap ads in the past year? Broken out by age of the survey participant
Table 10.2.8 How much did the college spend (in US$) on snap ads in the past year? Broken out by gender of the survey participant
Table 10.3.1 How much did the college spend (in US$) on snap to unlock codes in the past year?
Please describe the college's most viewed Snapchat ads. Broken out by type or Carnegie class
Table 11.1 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length?
Table 11.2 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out by work title
Table 11.3 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out by type or Carnegie class
Table 11.4 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out for public and private colleges
Table 11.5 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out by annual tuition, $
Table 11.6 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out by enrollment
Table 11.7 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out by age of the survey participant
Table 11.8 Has the college done any "long form" videos on Snapchat, ones that last from 30 seconds to 10 minutes in length? Broken out by gender of the survey participant
Table 12 If the college advertises on Snapchat does the college make its own ads or use an outside advertising or service agency or freelancer? Or more than one of these means? Check all that apply.
Table 12.1.1 If the college advertises on Snapchat does the college use the college staff?
Table 12.1.2 If the college advertises on Snapchat does the college use the college staff? Broken out by work title
Table 12.1.3 If the college advertises on Snapchat does the college use the college staff? Broken out by type or Carnegie class
Table 12.1.4 If the college advertises on Snapchat does the college use the college staff? Broken out for public and private colleges
Table 12.1.5 If the college advertises on Snapchat does the college use the college staff? Broken out by annual tuition, $
Table 12.1.6 If the college advertises on Snapchat does the college use the college staff? Broken out by enrollment
Table 12.1.7 If the college advertises on Snapchat does the college use the college staff? Broken out by age of the survey participant
Table 12.1.8 If the college advertises on Snapchat does the college use the college staff? Broken out by gender of the survey participant
Table 12.2.1 If the college advertises on Snapchat does the college use an outside agency?
Table 12.2.2 If the college advertises on Snapchat does the college use an outside agency? Broken out by work title
Table 12.2.3 If the college advertises on Snapchat does the college use an outside agency? Broken out by type or Carnegie class
Table 12.2.4 If the college advertises on Snapchat does the college use an outside agency? Broken out for public and private colleges
Table 12.2.5 If the college advertises on Snapchat does the college use an outside agency? Broken out by annual tuition, $
Table 12.2.6 If the college advertises on Snapchat does the college use an outside agency? Broken out by enrollment
Table 12.2.7 If the college advertises on Snapchat does the college use an outside agency? Broken out by age of the survey participant
Table 12.2.8 If the college advertises on Snapchat does the college use an outside agency? Broken out by gender of the survey participant
Table 12.3.1 If the college advertises on Snapchat does the college use the freelancer?
Describe the web application or software package that your college uses to track Snapchat impressions, installs and other metrics. Broken out by type or Carnegie class
Table 13.1 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours.
Table 13.2 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by work title
Table 13.3 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by type or Carnegie class
Table 13.4 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out for public and private colleges
Table 13.5 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by annual tuition, $
Table 13.6 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by enrollment
Table 13.7 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by age of the survey participant
Table 13.8 Approximately how many man hours per year does the office of communications or other centralized body that oversees the college main Snapchat presence spend on tasks related to Snapchat? Note: One full time person spending all of their time would typically spend about 1800 hours. Broken out by gender of the survey participant
Table 14.1 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year?
Table 14.2 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out by work title
Table 14.3 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out by type or Carnegie class
Table 14.4 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out for public and private colleges
Table 14.5 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out by annual tuition, $
Table 14.6 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out by enrollment
Table 14.7 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out by age of the survey participant
Table 14.8 What has been the percentage increase or decrease in staff time spend on Snapchat in the past year? Broken out by gender of the survey participant
Table 15.1 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year?
Table 15.2 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out by work title
Table 15.3 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out by type or Carnegie class
Table 15.4 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out for public and private colleges
Table 15.5 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out by annual tuition, $
Table 15.6 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out by enrollment
Table 15.7 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out by age of the survey participant
Table 15.8 What do you expect will be the percentage increase or decrease in staff time spent on Snapchat over the next year? Broken out by gender of the survey participant
Table 16.1 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options?
Table 16.2 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out by work title
Table 16.3 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out by type or Carnegie class
Table 16.4 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out for public and private colleges
Table 16.5 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out by annual tuition, $
Table 16.6 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out by enrollment
Table 16.7 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out by age of the survey participant
Table 16.8 Which phrase best captures your attitude towards spending college marketing budgets on Snapchat vs. Facebook, Google, Instagram and other digital marketing options? Broken out by gender of the survey participant
What can you advise your peers on how to use Snapchat effectively as a college marketing tool? Broken out by type or Carnegie class
Samples
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Sources / Contributors
- Abilene Christian University
- Appalachian State University
- Ashland University
- Baylor University
- Carleton College
- Central Lakes College
- Columbia College
- Eastern Maine Community College
- Florida Southern College
- Framingham State University
- Kingsborough Community College
- Lehigh University
- Lewis University
- Lyon College
- Miles College
- New York University Press
- Ramapo College of New Jersey
- Rio Hondo College
- Saint Vincent College
- Shippensburg University
- Southern Illinois University Edwardsville
- Springfield College Office of Communications
- SUNY Oswego
- The University of Akron
- UMBC
- University of North Dakota
- Utica College
- WashU Olin Business School
- Western Technical College
- Worcester State University
Methodology
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