Not Just Bums on Seats Michelle Younger Lizz Patrick Martin Thomas Miriam Clift Marketing and Recruitment •Introductions •Research •Student Recruitment •Marketing and Communications •Admissions •Question and Answer Session Market Research Are we offering.
Download ReportTranscript Not Just Bums on Seats Michelle Younger Lizz Patrick Martin Thomas Miriam Clift Marketing and Recruitment •Introductions •Research •Student Recruitment •Marketing and Communications •Admissions •Question and Answer Session Market Research Are we offering.
Not Just Bums on Seats Michelle Younger Lizz Patrick Martin Thomas Miriam Clift Marketing and Recruitment •Introductions •Research •Student Recruitment •Marketing and Communications •Admissions •Question and Answer Session Market Research Are we offering the right seats to the right bums? Michelle Younger •Application and enrolment trends analysis – JACS code level (growing/declining?) •Competitor analysis – who are our competitors? What do they offer? •New course development •Entry requirements – thorough analysis of how we sit in relation to our competitors (University and School level) Demographic and Mapping Analysis NE Mosaic Profile MOSAIC GROUP D -Ties of Community % of NE households A - Symbols of Success 5% B – Happy Families 6% C – Suburban Comfort 11% D – Ties of Community 16% E – Urban Intelligence 2% F – Welfare Borderline 5% G – Municipal Dependency 16% H – Blue Collar Enterprise 11% I - Twilight Subsistence 4% J – Grey Perspectives 6% K – Rural Isolation 6% Z – Unclassified 12% Are our students (customers) sitting comfortably in our seats? •Enquire/Apply/Accept/Decline – what do these groups look like? How do they differ? •Surveys – ISB / SB, NSS, SSS, Website, Open Days, focus groups, other syndicated research with potential students •New surveys – Acceptance? Interviewed? Entry profile •Would/will they recommend us? Student Recruitment Informed Choices or… Choose the Best Seat for You Lizz Patrick Adult (19+) Student Shadowing Taster Courses Mature Students Induction Mature Students Study Skills Open Day Year 13* Post Application Open Days Open Day HE Conventions Evolve@Northumbria Year 12* Adult Learners Week Presentations in Schools & Colleges Campus Tours Campus Tours Advice and Guidance Student Shadowing Out of Region Activity Summer School Presentations in Schools & Colleges Northern Ireland Tour Talks in Schools Year 11 Masterclasses Presentations in Schools Year 10 School Conventions ACE Days West Side Story Project Tea-time Lectures Year 9 School Conventions HE Journey Student Recruitment Year 8 Star Student What do we do? STEM Year 6 ASC * Year 12 and 13 activities are also available to 1st and 2nd year college students respectively Marketing and Communications Getting the Message out – an Excellent Seat of Learning Martin Thomas Today’s 17 year olds – born in 1991 In-school posters Recruitment Fairs Direct Mailers Website Web Advertising Search Engine Market Interactive info on Friends Photoshoot Video VIP Pages and Social Networking MySpace Bebo Facebook General email comms Subject email comms SMS and email prompts Subject specific Telecentre Campaigns Admissions Application to Enrolment The Role of Admissions in Student Recruitment Miriam Clift The Final Stage… •Continue building the relationship •Speed and quality of response •Clear and concise decision making •Impartial and accurate information and advice •Fairness and Transparency Who do we select and why? •Decision Making – applying the Entry Requirements decided 18 months earlier •Interviews – not only to select the right candidates but for them to select us •Post offer information giving – a co-ordinated and coherent message. Post Application Open Days, Accommodation, Fees and Scholarships, Health Questionnaires, Placement Handbooks…the list is endless! •Conversion work – email messages, birthday messages, good luck cards, telecentre campaigns •Monitoring of acceptances against targets Who do we select and why? •Receipt of results – approx 600,000 in August! •Matching results to conditional offers. Who gets in? Who doesn’t? Why? •Clearing – are we in or are we out? What should our entry requirements be? •Freshers’ Packs – those we accept need to know how to enrol and where to be on their first day! •Enrolment – Job Done! The Applicant Experience… “Oxford Brookes … gave me an interview, which I was amazed at, because my grades (BCC) aren't high enough for there (BBC), so my personal statement must have been good. However, I didn't go to the interview because about 2 weeks before my interview, I found out...Northumbria (in Newcastle) - offered me a place 1 week after my interview! This means I must have gotten full marks in my interview, or I wouldn't have found out ‘til mid March! So, I am a litttttttle bit stressed waiting for results from Swansea and Plymouth (esp Plymouth) but not as stressed as I would be if I hadn’t heard from Northumbria. At least I know I'm definitely going to uni now!” The Power of the Internet… “There I was in Costa Coffee in London (on my trip away for our 5th wedding anniversary)... I was on Facebook on my mobile and decided to check my emails - OMG have an email from UCAS saying my status has been updated…” Some Facts and Figures… UG Applications 2002 – 2008 +39% UG Applications 2009 +12.95% Competitor UG Applications 2009 +10.78% Northumbria UG Applicants +13.26% Sector UG Applicants +8.80% Northumbria UG Conversion 2008 36% Sector UG Conversion 2008 30% Any Questions?