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TRANSCRIPT
The Undergraduate Applicant Journey – Qualitative and Quantitative Insights Dan Beynon, Head of Education, SMRS April 14th 2016
Today•SMRS – what we do•Revisions and Decisions – has University met expectations?•The Applicant Journey •Analytics to evidence campaign decision making and improve results
What we doWe help Universities understand, attract, engage, recruit and retain students both in the UK and globally
Everything we do is insight-led and based on a combination of expert knowledge of the education sector and digital marketing
We are a performance driven organisation that understand the challenges you face not least because our team has sat where you sit
Revisions & Decisions: The Student Journey
Experiences of the UK UG applicant student journey have been uncovered through a
dedicated student panel of 50 college students through online group discussions, forums and
live panels
• The majority of the students are enjoying their university experience; in general expectations have been met
• Most would recommend their institution to others
• Some disappointment regarding number of contact hours
• Most felt University marketing had accurately portrayed their institution
• Quality of accommodation has been a positive experience – most are in halls and make special mention of security, friendships, facilities and social events (if you want!)
• ¼ of the group already keen on PG study
• Student support services have been both valuable and excellent
How is it going at University?
The Applicant Journey
Awareness(attraction)
Consideration(engagement)
Decision/application(conversion)
Motivation / inspiration / visionary / emotive
Application processUniversity lifeInterest in university (not necessarily institution or subject)Course and career pathsinstitution websitesForumsMotivationVisionary
Practicalities
ReputationRankingsInstitution background/heritageEntry requirementsDemand for placesCourse qualityProspectus requestLeague tablesOpen days
Reality / fit
Career opportunities and potential employers post-graduationTestimonials/case studiesAlternatives (gap year, apprenticeships, work)ExamsAchieving gradesApplication processPersonal statementAdviceDecision lead timesSecurityDetailed course infoOpen daysProspectus requestLocationAccommodationFinanceEntry requirements
Applicant Journey
Analytics and Reporting
SMRS Live Reporting
Device click through and conversion rates
Ad format – click conversion rates
Time of day - breakdown by clicks and conversions
Day of week – patterns
Summary•Tracking and reporting technology means we can learn all the time•Gathering together data from all BEO activity helps planning•Simple decisions have big impacts•Accessible information supports stakeholder engagement
