Changes in HE and the impact on The Student Room and university Marketers

2. Changes in HE and the impact on The Student Room and university Marketers Jamie O’Connell - Discovering Futures - June 2011

3. Agenda • Introduction • HE & TSR - Then, today, tomorrow • Implications for university marketers • Student Insight • Q&A

4. Back in 2008...

5. The Student Room at Discovering Futures 2008 • 100,000 members • 400,000 unique visitors a day • A ‘cult following’

6. HE in 2011 • UG oversubscribed • New focus on PG • Renewed focus on International • Widening access agenda • Political and media spotlight on HE and students • EVERYONE in HE asking lots of Qs • How do students view us? • How do we differentiate ourselves? • How valuable is our brand? • What do we charge? • Will UG applications drop to our institute from 2012? • How do we spend less but get more?

7. TSR in the present day... • Key stats & relevant USPs • The largest student site in the world • 14 – 26 year olds • Organic growth from word of mouth over 10 years • More discussion about university choices than any other site • 4 million+ unique users per month • 800,000+ registered members • 24,000+ forum posts per day • Fully moderated by a team of 50+ volunteers • Where students come for support and to inform their decisions

8. Continued growth Nov 2010 - Independent research conducted by Opinion Panel • 83% of university applicants said they had heard of The Student Room • 49% said they had used the site • When asked ‘What’s TSR for?’ “help with university choices’, ‘for study help’ and for ‘socialising’.

9. The Student Room has graduated • 57 % of the universities in the UK have worked with us • This year we are working together with UCAS to support students during August • Partnership with Postgraduate Studentships • TSR student insight used alongside other sources to inform university strategy • In the same way mumsnet is the place politicians clamber to talk to mums, TSR is the same for students

10. Supporting students into HE, working with universities Students • Seeding the idea of progression • GCSE study help • A-level subject choice • Careers advice • Researching the decision • What subject at uni and where • Mature student, disabled student support • Finance • Applying • PS Help service, Applications forum • Friendships • Accommodation • Support when at uni • Finance, social, emotional • Postgrad/professional qualifications and careers • Universities • Moderated forum hosting • Listen • Engage • Advocates • Sharing student insight • Student application support • PS Helper service • Support for students your university • Friendships, Finance, emotional etc. • Targeted advertising • UG & PG

11. Official Representative

12. What next for HE? The impact of tuition fees • When applying • Setting expectation. Is university right? FT, PT etc. • What will I get for my investment? • What subject will lead to the best career and where should I study it? • Flexible options • When at university • offering high quality service - Academic, welfare, facilities, guidance • Funded degrees • Widening Access • Private unis • Mergers • Increased transparency and accountability • Key information sets (KIS) • UCAS search, uni sites • New sites to the market

14. Consultation on changes to information published by institutions • http://www.hefce.ac.uk/pubs/hefce/2010/10_31/

16. What next for TSR The continued importance of word of mouth and recommendation • 32% of The Student Room’s users at university said their decision of where to attend was directly influenced by The Student Room • Our research into HOW best to evaluate KIS factors • Open days • Friends and family • The views of other students/current students • A Tripadvisor for HE...

17. Sorry details shared in person with delegates at Discovering futures so far…

18. Implications for you of change

19. What does all this mean for university marketers? KIS and comparing universities on cost and metrics • USPs above and beyond data will need to be communicated. • Bangor for example – their landscape, what else differentiates you? Cost? Specialism? Quality? • Marketers should choose channels that best allow them to communicate what makes them special • Students will use this data, fairer than league tables BUT not all universities can be good for every course • Go through KIS data and identify your strengths and weaknesses. Look to proactively address some if they can be for the long term. Hold up your good data and shout about it • Focus on employability • Develop more links with industry. Support career services. Teach your students the skills they need to get work • Clear objectives & measurability • Beyond the click

20. What does all this mean for university marketers? • Much much closer relationships with students • Roll your sleeves up and nurture/support applicants • Reputation - Students are the savviest internet users. They will shout it from the rooftops if they are getting a poor service. If they get a good service they will be your best advocates. Exeter uni on TSR. • Social media very important part of this • Closer links with alumni – a lifelong relationship • Look close to home • For students - Lower costs, benefits of staying with your friends, still move from home. • Close links with schools and local businesses. Theme of uni week yesterday was unis contributing to local community and economy. This will need to increase. • Good marketers in demand

21. Student Insight

22. Weekly student insight and reports Quirky: Did you know • 40% will stay in their uni town/city after graduation • 21% said that they cheated on their girl/boyfriend in the first year of uni • 24% study less than 3 hours per week but 19% study over 46 hours per week Useful: • Implications of rise in fees on HE choices • Implications in rise of fees on PG • Students use of the internet • Studying overseas – coming soon Visit: Insight.thestudentroom.co.uk/reports

23. Jamie O’Connell Marketing Director Phone: 01273 624 948 Mobile: 07825 795 707 Email: jamie@thestudentroom.co.uk Twitter: @jamietalk Thank You