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Not Just Bums on Seats

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.

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Not Just Bums on Seats

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  1. Not Just Bums on Seats Michelle Younger Lizz Patrick Martin Thomas Miriam Clift Marketing and Recruitment

  2. Introductions • Research • Student Recruitment • Marketing and Communications • Admissions • Question and Answer Session

  3. Market Research Are we offering the right seats to the right bums? Michelle Younger

  4. 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)

  5. Demographic and Mapping Analysis

  6. NE Mosaic Profile D -Ties of Community

  7. 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?

  8. Student Recruitment Informed Choices or… Choose the Best Seat for You Lizz Patrick

  9. Student Shadowing Taster Courses Advice and Guidance Mature Students Induction Mature Students Study Skills Adult Learners Week Adult (19+) Open Day Presentations in Schools & Colleges Campus Tours Post Application Open Days Year 13* Campus Tours Open Day HE Conventions Out of Region Activity Evolve@Northumbria Student Shadowing Summer School Presentations in Schools & Colleges Northern Ireland Tour Year 12* Talks in Schools Masterclasses Presentations in Schools Year 11 Choices Together (Years 9 -11) School and College Visits-in (Years 9-13) Parents Activities (All years) Students into Schools Activities (All Years) Passport (Year 12 and 13) Aimhigher Associates (Year 10 and Year 12) Student Associates (All years) DIScover Conference (All years) 360° Campus Panoramas School Conventions ACE Days Year 10 West Side Story Project Tea-time Lectures School Conventions HE Journey Year 9 Student Recruitment What do we do? Year 8 Star Student STEM ASC * Year 12 and 13 activities are also available to 1st and 2nd year college students respectively Year 6

  10. Marketing and Communications Getting the Message out – an Excellent Seat of Learning Martin Thomas

  11. Today’s 17 year olds – born in 1991

  12. In-school posters Direct Mailers Recruitment Fairs

  13. Website Web Advertising Search Engine Market

  14. Interactive info on Friends Photoshoot Video

  15. VIP Pages and Social Networking

  16. MySpace Bebo Facebook

  17. General email comms Subject email comms

  18. SMS and email prompts

  19. Subject specific Telecentre Campaigns

  20. Admissions Application to Enrolment The Role of Admissions in Student Recruitment Miriam Clift

  21. 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

  22. 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

  23. 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!

  24. 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!”

  25. 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…”

  26. Some Facts and Figures… +39% +12.95% +10.78% +13.26% +8.80% 36% 30%

  27. Any Questions?

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