011 wuscas smrs pres

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

Thank you!

Dan Beynon - Head of Education, SMRS dan.beynon@smrs.co.ukwww.smrs.co.uk@danbeynon@smrsltd