Birkbeck, University of London

1. Birkbeck, University of London Visit of the Leadership Programme for University Development Tuesday 11 September 2012

3. 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

4. External Relations

5. Marketing and Student Recruitment at Birkbeck, University of London Jonah Duffin, Head of Marketing and Recruitment (Home and International)

6. 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

7. 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

8. 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/full-time designer (Museum of London)

9. 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/full-time designer (Museum of London)

10. Understanding the market • Market research showed common themes, but the need for segmentation of the market • Developed strong central brand with 3 sub-brands

11. The segments The Birkbeck Brand LONDON’S EVENING UNIVERSITY The Certificate and Undergraduate Sub - Brand The Postgraduate Sub-Brand The Stratford Sub-Brand

12. London’s Evening University

13. 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

15. Open Evening Promotions

16. Applications and Enrolments

17. 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.

18. International Messaging • Positioned Birkbeck as high quality & research led institution • Central London location • Learn alongside working Londoners • Unique evening study model

20. 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.

21. Questions

23. Communications and reputation building at Birkbeck

24. Development and Alumni Relations

26. Team structure

27. Alumni Relations • Data, data, data • Schools and key influencers • Engaging alumni in today’s institution • Communicate creatively

28. Development – what works at Birkbeck? • Unique position in UK Higher Education landscape • Involvement of the Master • Portfolio system • Outstanding staff

29. Questions