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Support Northumbria Conference 2010 20 th April 2010

Support Northumbria Conference 2010 20 th April 2010. Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison Chris Watts (Director – Marketing & Recruitment) Lizz Patrick (Student Recruitment Manager, M&R). Supporting Region & Engagement:

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Support Northumbria Conference 2010 20 th April 2010

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  1. Support Northumbria Conference 2010 20th April 2010 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison Chris Watts (Director – Marketing & Recruitment) Lizz Patrick (Student Recruitment Manager, M&R)

  2. Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison • Role of school and college liaison; • Range & volume of activity; • Impact; • Collaboration – why, consequences of not, benefits; • How can we be better at it? Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  3. The role of school & college liaison • To support the Corporate Strategy • “The University will engage with organisations and communities in the City and Region, nationally and internationally, adding value through collaboration, partnership and its accessibility to society.” • 2. To support key elements of marketing strategy • Awareness • Reputation • Profile • ...... And in doing so affect buyer-behaviour Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  4. How do we affect buyer behaviour? Marketing strategy is focused around the AIDA model Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  5. How do we affect buyer behaviour? Awareness Marketing strategy is focused around the AIDA model Interest Desire Action Awareness Interest Desire Action Awareness Interest Enquiry Firm Interest Application Acceptance Enrolment 13-17 17+ 17+ 18+ 10-14 16+ 17+ School/College Liaison Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  6. The role of school & college liaison 3. Conversion – talking to people is the best thing we can do. “Advertising is what you do when you can’t go see someone. That’s all it is.” “There is no such thing as the Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.” Fairfax Cone Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  7. The role of school & college liaison 4. Conversion – building an emotional attachment Nietzsche: ‘80% of a decision is based on emotion, the other 20% is our logic convincing us that our emotion was correct in the first place!’ “Advertising . . . does not appeal to reason but to emotion, . . . it tries to impress its objects emotionally and then make them submit intellectually.” Erich Fromm (Philosopher/Psychoanalyst, 1900-1980) “The emotions aren’t always immediately subject to reason, but they are always immediately subject to action.” William James (Psychologist, 1842-1910)  “There can be no knowledge without emotion. We may be aware of a truth, yet until we have felt its force, it is not ours. To the cognition of the brain must be added the experience of the soul.” Arnold Bennett (Novelist, 1867-1931)  “Your intellect may be confused, but your emotions will never lie to you.” Roger Ebert (Critic and screenwriter, 1942 – present day) Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  8. The role of school & college liaison 4. Conversion – building an emotional attachment “I am human and I need to be loved, Just like everybody else does.” “ There’s a club if you’d like to go, Where you could meet someone who really loves you, So you go and you stand on your own, And you leave on your own, And you go home, and you cry, and you want to die.” Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  9. The role of school & college liaison • To support the achievement of widening participation, student recruitment and wider marketing objectives • WP targets; • HEFCE benchmarks; • Recruitment targets; • Branding objectives – reputation, positioning & profile with key audiences; • Community & civic engagement. Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  10. Activity led by M&R (Student Recruitment) Mature student campus events; Presentations in Colleges; Student Shadowing; Tasters; Get Ahead; Primary School Parents; SIS Activities; Study Skills for HE; IAG Sessions; Online IAG service; Aimhigher Student Associates (AhSA) and Student Assocites (SA). 966+ events 3700 contacts 19+ Open Day; Post-Application Open Days; Presentations in Schools & Colleges; Clearing Open Day; FE & School Shadowing Days; Master Classes; Parents Day; UCAS Workshops; Campus Tours; VIP Programme.; SiS; AhSA and SA; Northumbria Passport 275+ events 13600 contacts Year 13/2nd Yr FE Student Shadowing; Northumberland IAG; Work with parents; Talks in Schools & Colleges; UCAS workshops; UCAS Fairs; HE Conventions; Summer School Reunion; Campus Tours; Open Days; ‘Evolve’ Conference; Taster Days; Parents Day; AhSA and SA; Northumbria Passport. 350+ events 11950 contacts Year 12/ 1st Yr FE Students into Schools; Co Durham Summer School; HE Awareness talks to parents: Aimhigher & other Student Associates. 2+ events 980 contacts Year 11 Connexions &School Conventions; Parents/Carers Evenings; ACE Days ; SiS; Master Classes; HEFCE Yr 10 Summer School; AhSA and SA. 40+ events 3475 contacts Year 10 ‘West Side Story’; Students into Schools (SiS); Aimhigher events; SA; Parents Evenings; Connexions Conv.; AhSA; Exhibitions. 35+ events 1500 contacts Year 9 ‘Star Student’ Game; SiS. Year 8 & below 140+ events 6200 contacts Total events: 1980+ Total contacts: 48400 Hoops4Health; ASC Days; STEM; SiS. Year 6 150+ events 7000 contacts NB. No. of events excludes SiS/AhSA/SA visits into schools/ colleges but includes resultant contacts Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  11. Impact We must measure it - why? 1. “ If you just want to be pretty, then look at what others do. If you want to be the best then you must look at your own performance.” 2. It is often the 1st point of contact – and first impressions count! Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  12. Impact We must measure it - why? 3. • It builds reputation and creates a presence – with all audiences – in all communities. • eg. Northumbria works with over: • 200 schools/colleges and 500+ teachers/advisers; • 21,000 pupils & 1900 parents. • As a result we have: • over 7700 NE-based FT students (+19% since 2007); • from 108/113 NE schools/colleges (state & independent sector). Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  13. Impact – 2 examples Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  14. Coordination & Collaboration #1 Why is it important? • More efficient – less duplication, less waste; • More effective – activities support each other; • Professional; • Increases impact. Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  15. Coordination & Collaboration #2 What happens if activity is not coordinated? • Loss of impact; • Unprofessional; • Poor level of service and support to key audiences; • User dissatisfaction; • Poor/wasteful targeting; • Overlook (potentially) key areas; • SPAM Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  16. Coordination & Collaboration #3 The Benefits? • Reputation; • Brand building; • Increased efficiency & effectiveness – greater reach, • less resource necessary; • Improved regional & national links; • Improved regional profile; • Targeted community engagement; • Achieve strategic/operational objectives. Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  17. So how do we achieve this? Overcome the barriers? • Do we all have complementary objectives, or are they different? • Internal competition? • Working in silos? • Poor internal communication? • Too much head-down – do we find sufficient time for the helicopter view and to plan effectively? Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  18. Task Suggest 3 key steps/actions to support significant improvements in the coordination of and collaboration in school & college liaison activity. Feedback in 15 mins. Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

  19. Discussion/Questions Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

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