support northumbria conference 2010 20 th april 2010

Support Northumbria Conference 201020th April 2010

Supporting Region & Engagement:The role of coordinated, efficient and effective

school & college liaison

Chris Watts(Director – Marketing & Recruitment)

Lizz Patrick(Student Recruitment Manager, M&R)

Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)

Supporting Region & Engagement:The role of coordinated, efficient and effective school & college liaison

• Role of school and college liaison;

• Range & volume of activity;

• Impact;

• Collaboration – why, consequences of not, benefits;

• How can we be better at it?


The role of school & college liaison

1. To support the Corporate Strategy• “The University will engage with organisations and communities in the

City and Region, nationally and internationally, adding value through collaboration, partnership and its accessibility to society.”

2. To support key elements of marketing strategy• Awareness• Reputation• Profile

...... And in doing so affect buyer-behaviour


How do we affect buyer behaviour?

Marketing strategy is focused around the AIDA model


How do we affect buyer behaviour?

Marketing strategy is focused around the AIDA model

Awareness

Interest

Desire

Action

Awareness Interest Enquiry Firm Interest

Application Acceptance Enrolment

10-14 13-17 16+ 17+ 17+ 17+ 18+

AwarenessInterest

DesireAction

School/College Liaison



3. Conversion – talking to people is the best thing we can do.

“Advertising is what you do when you can’t go see someone. That’s all it is.”

“There is no such thing as the Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.”

Fairfax Cone



4. Conversion – building an emotional attachment

Nietzsche: ‘80% of a decision is based on emotion, the other 20% is our logic convincing us that our emotion was correct in the first place!’

“Advertising . . . does not appeal to reason but to emotion, . . . it tries to impress its objects emotionally and then make them submit intellectually.”

Erich Fromm (Philosopher/Psychoanalyst, 1900-1980)

“The emotions aren’t always immediately subject to reason, but they are always immediately subject to action.”

William James (Psychologist, 1842-1910)

“There can be no knowledge without emotion. We may be aware of a truth, yet until we have felt its force, it is not ours. To the cognition of the brain must be added the experience of the soul.”

Arnold Bennett (Novelist, 1867-1931)

“Your intellect may be confused, but your emotions will never lie to you.”Roger Ebert (Critic and screenwriter, 1942 – present day)



4. Conversion – building an emotional attachment

“I am human and I need to be loved, Just like everybody else does.”

“ There’s a club if you’d like to go, Where you could meet someone who really loves you,

So you go and you stand on your own, And you leave on your own, And you go home, and you cry, and you want to die.”



5. To support the achievement of widening participation, student recruitment and wider marketing objectives

• WP targets;• HEFCE benchmarks;• Recruitment targets;• Branding objectives – reputation, positioning & profile with key

audiences;• Community & civic engagement.


Activity led by M&R (Student Recruitment)

Mature student campus events; Presentations in Colleges; Student Shadowing; Tasters; Get Ahead;Primary School Parents; SIS Activities; Study Skills for HE; IAG Sessions; Online IAG service; Aimhigher

Student Associates (AhSA) and Student Assocites (SA).

Open Day; Post-Application Open Days; Presentations in Schools & Colleges; Clearing Open Day; FE & School Shadowing Days; Master Classes; Parents Day; UCAS Workshops; Campus Tours; VIP

Programme.; SiS; AhSA and SA; Northumbria Passport

Student Shadowing; Northumberland IAG; Work with parents; Talks in Schools & Colleges; UCAS workshops; UCAS Fairs; HE Conventions; Summer School Reunion;

Campus Tours; Open Days; ‘Evolve’ Conference; Taster Days; Parents Day;AhSA and SA; Northumbria Passport.

Students into Schools; Co Durham Summer School; HE Awareness talks to parents: Aimhigher & other Student Associates.

Connexions &School Conventions; Parents/Carers Evenings; ACE Days ; SiS; Master Classes; HEFCE Yr 10

Summer School; AhSA and SA.

‘West Side Story’; Students into Schools (SiS); Aimhigher events; SA; Parents Evenings; Connexions Conv.; AhSA;

Exhibitions.

‘Star Student’ Game; SiS.

19+

Year 13/2nd Yr FE

Year 12/ 1st Yr FE

Year 11

Year 10

Year 9

Year 8 & below

Year 6

966+ events3700 contacts








Total events: 1980+Total contacts:

48400

Hoops4Health; ASC Days;

STEM; SiS. NB. No. of events excludes SiS/AhSA/SA

visits into schools/ colleges but includes resultant contacts


Impact

We must measure it - why?

“ If you just want to be pretty, then look at what others do. If you want to be the best then you must look at your own performance.”

1.

2. It is often the 1st point of contact – and first impressions count!

Impact


We must measure it - why?

3. It builds reputation and creates a presence – with all audiences – in all communities.

eg. Northumbria works with over: •200 schools/colleges and 500+ teachers/advisers;•21,000 pupils & 1900 parents.

As a result we have:• over 7700 NE-based FT students (+19% since 2007);• from 108/113 NE schools/colleges (state & independent sector).


Impact – 2 examples


Coordination & Collaboration #1

Why is it important?

• More efficient – less duplication, less waste;

• More effective – activities support each other;

• Professional;

• Increases impact.



What happens if activity is not coordinated?

• Loss of impact;

• Unprofessional;

• Poor level of service and support to key audiences;

• User dissatisfaction;

• Poor/wasteful targeting;

• Overlook (potentially) key areas;

• SPAM



The Benefits?

• Reputation;

• Brand building;

• Increased efficiency & effectiveness – greater reach,less resource necessary;

• Improved regional & national links;

• Improved regional profile;

• Targeted community engagement;

• Achieve strategic/operational objectives.


So how do we achieve this?

Overcome the barriers?

• Do we all have complementary objectives, or are they different?

• Internal competition?

• Working in silos?

• Poor internal communication?

• Too much head-down – do we find sufficient time for the helicopter view and to plan effectively?


Task

Suggest 3 key steps/actions to support significant improvements in the coordination of and collaboration in school & college liaison activity.

Feedback in 15 mins.

Discussion/Questions


support northumbria conference 2010 20 th april 2010

Documents

buyer behaviour

good advertising

best thing

mass audience

mass mind

william james psychologist

emotions arent

emotional attachmentnietzsche