Download - Not Just Bums on Seats
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Not Just Bums on Seats
Michelle YoungerLizz Patrick
Martin ThomasMiriam Clift
Marketing and Recruitment
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• Introductions
• Research
• Student Recruitment
• Marketing and Communications
• Admissions
• Question and Answer Session
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Market Research
Are we offering the right seats to the right bums?
Michelle Younger
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• 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)
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Demographic and Mapping Analysis
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NE Mosaic Profile D -Ties of Community
MOSAIC GROUP % of NE households
A - Symbols of Success 5%
B – Happy Families 6%
C – Suburban Comfort 11%
D – Ties of Community 16%
E – Urban Intelligence 2%
F – Welfare Borderline 5%
G – Municipal Dependency 16%
H – Blue Collar Enterprise 11%
I - Twilight Subsistence 4%
J – Grey Perspectives 6%
K – Rural Isolation 6%
Z – Unclassified 12%
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• 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?
Are our students (customers) sitting comfortably in our seats?
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Student Recruitment
Informed Choices or…
Choose the Best Seat for You
Lizz Patrick
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Year 13*
Year 12*
Year 11
Year 10
Year 9
Year 8
Year 6STEM
ASC
Star Student
West Side Story Project
Tea-time Lectures
School Conventions
HE Journey
School Conventions
ACE Days
Talks in Schools Masterclasses
Presentations in Schools
Campus Tours Open Day HE Conventions Out of Region Activity
Evolve@Northumbria Student Shadowing Summer School
Presentations in Schools & Colleges Northern Ireland Tour
Open Day Presentations in Schools & Colleges
Campus Tours Post Application Open Days
Student Recruitment
What do we do?C
hoic
es T
oget
her (
Year
s 9
-11)
Scho
ol a
nd C
olle
ge V
isits
-in (Y
ears
9-1
3)
Pare
nts
Act
iviti
es (A
ll ye
ars)
Stud
ents
into
Sch
ools
Act
iviti
es (A
ll Ye
ars)
Pass
port
(Yea
r 12
and
13)
Aim
high
er A
ssoc
iate
s (Y
ear 1
0 an
d Ye
ar 1
2)
Stud
ent A
ssoc
iate
s (A
ll ye
ars)
DIS
cove
r Con
fere
nce
(All
year
s)
360°
Cam
pus
Pano
ram
as
Student Shadowing Taster Courses Advice and Guidance
Mature Students Induction Mature Students Study Skills Adult Learners Week
* Year 12 and 13 activities are also available to 1st and 2nd
year college students respectively
Adult (19+)
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Marketing and Communications
Getting the Message out – an Excellent Seat of Learning
Martin Thomas
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Today’s 17 year olds – born in 1991
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In-school posters Direct Mailers
Recruitment Fairs
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Website
Web Advertising
Search Engine Market
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Interactive info on Friends
Photoshoot Video
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VIP Pages and Social Networking
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Bebo
MySpace
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General email comms
Subject
email comms
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Subject specific Telecentre Campaigns
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Admissions
Application to Enrolment
The Role of Admissions in Student Recruitment
Miriam Clift
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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
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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
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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!
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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!”
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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…”
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Some Facts and Figures…
UG Applications 2002 – 2008
UG Applications 2009
Competitor UG Applications 2009
Northumbria UG Applicants
Sector UG Applicants
Northumbria UG Conversion 2008
Sector UG Conversion 2008
+39%
+12.95%
+10.78%
+13.26%
+8.80%
36%
30%
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Any Questions?