012 neil pearson student recruitment landscape

The Student Recruitment

Landscape #wusca 2016

#wusca | 14th April 2016

Issues raisedWhat themes have Ian and Dan identified?

Attraction Engagement Conversion


Insights:

When should you act?

When should you act?Course researching on Whatuni & The Complete University Guide

0%

2%

4%

6%

8%

10%

12%

14%

16%

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC


When should you act?Course researching on Whatuni

0%

5%

10%

15%

20%

25%

Course research

YR 12 Q3-4

50%


When should you act?Open day registration on Whatuni

0%

5%

10%

15%

20%

25%

Open day registration Course research

YR 12

APR-SEP

77%


When should you act?Request prospectus on Whatuni

0%

5%

10%

15%

20%

25%

Open day registration Request prospectus Course research

YR 10-11

20%


Announcing: HE Insights Understanding the life cycle


Announcing: HE Insights Understanding the life cycle

• Trends

• Subject, qualification

• Competitor sets

• Research depth

• Widening participation areas

• Live August 2016!

FORESIGHT


Practical actions:

Culture of Tracking

Attracting studentsWill marketing spend increase here?

Yr 10 Jan Yr 11 Jan Yr 12 Jan Yr 13 Jan

Attraction


Return on influenceDoesn’t all need to cost money

• No 1 First choice • No 4 Second choice


Proof-based approachHotcourses Enrolment Matcher.


Culture of trackingExperiment. But insist on results.


Practical actions:

Engaging users

Engaging studentsHow do you keep leads engaged?


Engagement


And the winner is…And the winner for outstanding customer service is…


How do we engage today? Mystery shopper results from 40 HE institutions

Within 24 hours 65%

Over 24 hours 20%

Didn't respond 15%


How do we engage today? Mystery shopper results from 40 HE institutions

Personalised response

58%

Automated response

27%

No response 15%


How do we engage today? US study: 25 communications over student lifecycle


Ruffalo Noel Levitz | 2016 Marketing and Student Recruitment Practices Benchmark Report

Personal and usefulHow we’ve approached it


Personal and timelyContent Marketing and direct marketing joined up


Practical actions:

Culture of conversion

ConversionThe business end


Conversion


Conversion Do you understand your own conversion?


Why?Bad conversion is indiscriminate


Arrive

Search/Read

Enquire/Open day registration

K This sucks. I’m going somewhere

else

What are you testing? This is how others are making decisions


Are you set up for conversion?It’s not about the redesign


Conversion exampleCase study. 6 times conversion. 0.3% to 1.8%

FORM• Dynamic form title

• Placement on page

• Open form on desktop

• SMS verification

• Progressive response

CALL TO ACTION• Text

• Colour

• Phone in office hours

• Sticky buttons

MOBILE • Responsive

• Question above answer

• Keypad mark up


Thank you Developing a culture of tracking and conversion

GOING FURTHER

• Understand the student lifecycle

• Hotcourses HE Insights

• A culture of Proof and tracking

• Hotcourses Enrolment Matcher

• GA training

• Focus on Conversion

• UX Consultancy

[email protected]


mailto:[email protected]

012 neil pearson student recruitment landscape

Data & Analytics