Transcript Marketing to new segments: part

Birkbeck, University of London
Visit of the Leadership Programme for
University Development
Tuesday 11 September 2012
External Relations
Our three key priorities are supporting the College:
 to deliver the very best student recruitment
and retention that helps build the very best
student experience
 to build reputation
 to raise money
External Relations
Marketing and
Student
Recruitment at
Birkbeck, University
of London
Jonah Duffin, Head of Marketing
and Recruitment (Home and
International)
About Birkbeck
• London’s evening university
• Ranked in the top 150 of world
universities in the THE World
University Rankings
• Ranked number one in London
for student satisfaction (NSS
2011)
• Ranked in the top 25% for
research (RAE 2008)
• Courses from entry level to PhD
The ELQ crisis
• In 2007 government decided that ELQ
students would no longer be funded
• Birkbeck lost around 40% of teaching funds
• Had safety net funding for 3 years to replace
student numbers
• This has been achieved through
– Portfolio Review
– Restructuring
– International Recruitment
– Improvements in how we recruit
students
Research
Used the data we have
• HESA
• Student Records
• Google Analytics
Market research
• MOSAIC
• Postcode mapping
• Year 1 / Decliner Surveys
Becky Gilmore
Part-time history student/fulltime designer (Museum of
London)
Understanding our audience
• 99% over 21, average of 34
years old
• 46% male, 54% female
• 75% in full-time employment
• Nearly all live or work in London
• 23% UG, 15% PGT, 2% PGR,
57% Cert HE
So,
Our students are working Londoners,
with an average age of 34 years
Becky Gilmore
Part-time history student/fulltime designer (Museum of
London)
Understanding
the market
• Market research showed
common themes, but the
need for segmentation of
the market
• Developed strong central
brand with 3 sub-brands
The segments
The Birkbeck Brand
LONDON’S EVENING UNIVERSITY
The Certificate
and
Undergraduate
Sub - Brand
The
Postgraduate
Sub-Brand
The Stratford
Sub-Brand
London’s Evening University
The Campaigns
• Advertising to raise awareness and profile
amongst core audiences
• Postcode targeted direct mail campaigns
• Comprehensive CRM campaigns that
recognise student decision making processes
at different levels
• School and College level events
• Targeted outreach campaigns
400
--------------------Outdoor Campaign----------------------
Weekly applications
Press Camp
Open Eve
350
-------------------Outdoor Campaign----------------------
Open Eve
300
Open Eve
Open Eve
Open Eve
Open Eve
250
Open Eve
Open Eve
Outdoor
Camp starts
200
Certificate
Outdoor
Camp starts
Undergraduate
Postgraduate
150
PG Open Eve
100
PG Open Eve
50
0
19-SEP-2010
15-AUG-2010
11-JUL-2010
06-JUN-2010
02-MAY-2010
28-MAR-2010
21-FEB-2010
17-JAN-2010
06-DEC-2009
01-NOV-2009
27-SEP-2009
23-AUG-2009
19-JUL-2009
14-JUN-2009
10-MAY-2009
05-APR-2009
01-MAR-2009
25-JAN-2009
14-DEC-2008
09-NOV-2008
05-OCT-2008…
Open Evening
Promotions
Applications and
Enrolments
International
Recruitment
The recruitment of a significantly increased number of
international students was identified as a strategic
priority for Birkbeck 3-4 years ago.
Invested in new International Office which:
• Developed new recruitment markets – India, Nigeria,
Pakistan, Turkey
• Built on prior activities in US, Thailand, Taiwan, Japan,
South Korea, Vietnam
• Identified markets for partnerships – China, Saudi
Arabia
• Built and maintained new. overseas recruitment agent
network.
International Messaging
•
Positioned Birkbeck as high quality &
research led institution
•
Central London location
•
Learn alongside working Londoners
•
Unique evening study model
International Results
•
Over the past 3 years the college has
consistently seen increases in applications, offer
and enrolments from countries in which it is
actively working to recruit students.
• In the last 3 years enrolments from international
students to Birkbeck have increased by 90% and
in the past year by 30%
• Fee income from international students
increasing by 26% in 2011/12 to £6.7 million
when compared to the previous year and almost
doubling in the last three years.
Questions
Communications
and reputation
building at Birkbeck
Development and
Alumni Relations
Team structure
Alumni Relations




Data, data, data
Schools and key influencers
Engaging alumni in today’s institution
Communicate creatively
Development – what
works at Birkbeck?
 Unique position in UK Higher Education
landscape
 Involvement of the Master
 Portfolio system
 Outstanding staff
Questions