Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Click to edit Master title style
10/02/201
5
1
THE NEW LAWS OF ATTRACTION –
GROWING YOUR APPLICANT POOL
EARLY ENGAGEMENT
L...
STRATEGIES TO INCREASE STUDENT
RECRUITMENT
• Principles, tools, channels & insight
• If you take away one idea – I’ll be p...
THE HE SECTOR BEFORE
MARKETING PEOPLE
Ten years ago student recruitment was
simply about
• School visits
• Open days
• And...
HOW HE MARKETING HAS GROWN
Mainstream successes;
• Advertising!
• CRM systems & have digital campaigns
• Social media acti...
IT’S NOW A BUYER’S MARKET
• 2014 record number of university places, over 0.5m
• Slight fall in A*& A grades (1st time in ...
THE DECLINE OF MASS MARKETING
Don’t send comms of no interest
- it reflects badly on the brand, such
as:
• Information abo...
COMMUNICATE EARLY AND TALK
ABOUT CAREERS
• UCAS market research shows that learners want
information at Key Stage 4.
• Gai...
HIGH LEVEL ACTIVITIES BY COHORT
– 9 IN TOTAL!
Activity by Yr Year 10 Year 11 Year 12 Year 13 Uni 2nd Yr Uni 3rd Yr work St...
CAREERS OPPORTUNITIES ARE
INCREASINGLY IMPORTANT
• Mature applicants are particularly career-focused
• Younger applicants ...
THE PLEASURES AND PITFALLS OF
SOCIAL MEDIA
• Facebook, Twitter, Instagram - create brand
exposure, so an engagement tool
•...
MORE VIDEO LESS WORDS
• Video growth has been exponential
• YouTube is now the second biggest search engine
• Some univers...
PARENTS, TEACHERS AND PEERS HAVE
IMPORTANT VIEWS
Base: Younger UK apps (c9,558)
Whose advise did you seek regarding your U...
STRATEGIES FOR RECRUITING BY SUBJECTS
Undergraduate Classics
A DIFFICULT SUBJECT TO RECRUIT FOR?
i.e Classics Suggested Activities
Catchment analysis – Find the
source, go to the sour...
A DIFFICULT SUBJECT TO
RECRUIT FOR?
i.e Classics Suggested Activities – DIGITAL EXPOSURE!
SEARCH EXAMPLE
AdWords
AdWords
C...
A DIFFICULT SUBJECT TO
RECRUIT FOR?
If other courses recruiting well – consider
approaching prospective students in
langua...
A DIFFICULT SUBJECT TO RECRUIT FOR?
Pre applicant data to engage prior to
application. Use the film from the
Classics talk...
A DIFFICULT SUBJECT TO RECRUIT FOR?
Offer a Classics Facebook page for safe,
digital engagement
SOCIALISE!
i.e Classics Su...
A DIFFICULT SUBJECT TO
RECRUIT FOR?
Use UCAS Extra with targeted emails.
Selections are available by course and
region
IF ...
A DIFFICULT SUBJECT TO RECRUIT FOR?
16% of clearing candidates have AAB+.
Use targeted emails to gain students
by grade ac...
WORKING WITH HEPS & AGENCIES ON
NEW PRODUCTS
UCAS Media quarterly forum.
We will be launching this year:
• Additional Post...
SUPPORTING YOUNG PEOPLE TO MATCH
THEMSELVES TO THE RIGHT OPPORTUNITY
Via relevant engagement we will
help young people:
• ...
• Great events
• Student events
• Big, paper prospectus
• Digital e-marketing
campaigns
• Advertising
• Detailed website
•...
Upcoming SlideShare
Loading in …5
×

Student recruitment strategies for the new age

25,675 views

Published on

Ten years ago student recruitment was simply about school visits, open days and a big paper prospectus. This presentation shares recruitment strategies for the new age.

Published in: Education
  • There is a REAL system that is helping thousands of people, just like you, earn REAL money right from the comfort of their own homes. The entire system is made up with PROVEN ways for regular people just like you to get started making money online... the RIGHT way... the REAL way. ♥♥♥ http://t.cn/AisJWCv6
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Get Paid $25 per hour to watch YouTube videos ▲▲▲ http://t.cn/AieXipTS
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Paid To Write? Earn up to $200/day on with simple writing jobs. ■■■ http://t.cn/AieXSfKU
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Here's How YOU Can Stake Out Your Personal Claim In Our EIGHT MILLION DOLLAR GOLDMINE... ♣♣♣ http://t.cn/AieXAuZz
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Check out the brain training for Dogs course now. It's great for eliminating any bad behaviors by tapping into your dog's hidden intelligence. ◆◆◆ http://ishbv.com/brainydogs/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Student recruitment strategies for the new age

  1. 1. Click to edit Master title style 10/02/201 5 1 THE NEW LAWS OF ATTRACTION – GROWING YOUR APPLICANT POOL EARLY ENGAGEMENT Lauren Duncan: Senior Sales ManagerClick to edit Master title style 10/02/201 5 1 STUDENT RECRUITMENT STRATEGIES FOR THE NEW AGE Liz Murphy: Head of Education Marketing & Advertising
  2. 2. STRATEGIES TO INCREASE STUDENT RECRUITMENT • Principles, tools, channels & insight • If you take away one idea – I’ll be pleased • Tips at provider level • Tips at subject level
  3. 3. THE HE SECTOR BEFORE MARKETING PEOPLE Ten years ago student recruitment was simply about • School visits • Open days • And big paper prospectus Personal contact with teaching academics remains critical. And the sector has now embraced digital engagement.
  4. 4. HOW HE MARKETING HAS GROWN Mainstream successes; • Advertising! • CRM systems & have digital campaigns • Social media activities • Some video promotion
  5. 5. IT’S NOW A BUYER’S MARKET • 2014 record number of university places, over 0.5m • Slight fall in A*& A grades (1st time in 30 years+) • 18 out of 24 of the Russell group in Clearing • 2015 - student numbers control lifted, more places • Some universities are spending 1%+ of income on marketing • Don’t expect to be found • The sector is now marketing dependent “If the University wants to offer a laptop, a car to take me home whenever I like, free accommodation with plasma TV in my bedroom, then we’re definitely interested!” JOIN HERE
  6. 6. THE DECLINE OF MASS MARKETING Don’t send comms of no interest - it reflects badly on the brand, such as: • Information about student finance in England sent to Welsh students • Ads about student accommodation sent to mature students who will live at home This requires rich data about each candidate SO MAKE IT PERSONAL!
  7. 7. COMMUNICATE EARLY AND TALK ABOUT CAREERS • UCAS market research shows that learners want information at Key Stage 4. • Gain brand awareness as early as possible with younger engagement at 14/15 years old. • Identify key feeder school for: • general careers fairs • student life talks • use of university facilities i.e. sports field • It’s a great way to obtain competitive advantage
  8. 8. HIGH LEVEL ACTIVITIES BY COHORT – 9 IN TOTAL! Activity by Yr Year 10 Year 11 Year 12 Year 13 Uni 2nd Yr Uni 3rd Yr work Stage 1 PG Stage 2 PG Considering FE/HE - A level/ BTEC selection – careers guidance - Researching FE/HE education - Start considering courses - Visiting provider - Detailed course search - Making applications - Receiving offers - Visiting providers for offer holder events - Selecting firm & insurance - clearing Start considering Post Grad Detailed course consideration at PG Registration Considering other PG Marketing activity - Demonstrate benefits of FE/HE - high level course info & careers - detailed course, learning & lifestyle available at provider - demonstrating academic and learning strength - careers options at end of course - lifestyle - finance - demonstrating the benefits of PG - course & careers info - demonstrating academic and learning strength - detailed course & careers info - finance - Alumni - demonstrating academic and learning strength - detailed careers info - finance - options to do more PG - detailed course and careers info Alumni Brand awareness Yes Yes Yes Yes Yes Yes Yes Yes Events & open days Yes Yes Yes Yes Yes Yes Yes Print Yes Yes Yes Yes Yes Yes Web content Strategy Yes Yes Yes Yes Yes Yes Yes Yes Yes Advertising Yes Yes Yes Yes Yes SEO Yes Yes Yes Yes Yes Yes Yes Yes Yes emails Yes Yes Yes Yes Yes Yes Social media/ YouTube Yes Yes yes Yes Yes Yes Yes Offer holder comms Yes Yes Clearing comms Yes – where relevant Parents Yes Yes Yes Yes
  9. 9. CAREERS OPPORTUNITIES ARE INCREASINGLY IMPORTANT • Mature applicants are particularly career-focused • Younger applicants are keener on high level study for its own sake (81%), increasing their earning potential (77%) and on the experience of being a student (64%) Why did you apply for university or college? Younger UK apps Career prospects and earning potential I need a degree for my career Experience of being a student I enjoy learning For the social life Live away from home / more freedom Parents or guardians wanted me to School or college advised me to Spend my time while jobs market improves I couldn’t think of anything else I want to change career I want to keep my brain active Other 77 65 64 60 34 33 25 22 14 10 1 0 3 Base: Younger UK apps (9,745)
  10. 10. THE PLEASURES AND PITFALLS OF SOCIAL MEDIA • Facebook, Twitter, Instagram - create brand exposure, so an engagement tool • Student review & endorsement are highly valuable assets • However research shows students don't rate ' social media presence as a credible source of information • Take care not to be over reliant on social media • Social media is not free, it takes staff time
  11. 11. MORE VIDEO LESS WORDS • Video growth has been exponential • YouTube is now the second biggest search engine • Some universities now have in-house facilities & staff to make videos • Market research shows videos make information easy to understand and are more engaging • In the future, each course will have a video
  12. 12. PARENTS, TEACHERS AND PEERS HAVE IMPORTANT VIEWS Base: Younger UK apps (c9,558) Whose advise did you seek regarding your UCAS choices? Younger UK apps Adviser at school or college Friends or peers Parent or family member 92 96 95 How would you rate the advice from these people in terms of helping you to make your UCAS choices? Younger UK apps Talking to an adviser at school or college Talking to friends or peers Talking to parent or family member 75 73 72 Targeted communications to these groups can be very fruitful
  13. 13. STRATEGIES FOR RECRUITING BY SUBJECTS Undergraduate Classics
  14. 14. A DIFFICULT SUBJECT TO RECRUIT FOR? i.e Classics Suggested Activities Catchment analysis – Find the source, go to the source • Find your key feeder schools who are the source of Classics students and offer talks prior to application • Create a video from the talk
  15. 15. A DIFFICULT SUBJECT TO RECRUIT FOR? i.e Classics Suggested Activities – DIGITAL EXPOSURE! SEARCH EXAMPLE AdWords AdWords CLASSIC COURSE SEARCH NO RESULTS AdWords
  16. 16. A DIFFICULT SUBJECT TO RECRUIT FOR? If other courses recruiting well – consider approaching prospective students in languages, English Literature, History etc. WIDEN THE NET! i.e Classics Suggested Activities
  17. 17. A DIFFICULT SUBJECT TO RECRUIT FOR? Pre applicant data to engage prior to application. Use the film from the Classics talk in the email. GET THEM EARLY! i.e Classics Suggested Activities
  18. 18. A DIFFICULT SUBJECT TO RECRUIT FOR? Offer a Classics Facebook page for safe, digital engagement SOCIALISE! i.e Classics Suggested Activities
  19. 19. A DIFFICULT SUBJECT TO RECRUIT FOR? Use UCAS Extra with targeted emails. Selections are available by course and region IF AT FIRST YOU DON’T SUCCEED… i.e Classics Suggested Activities
  20. 20. A DIFFICULT SUBJECT TO RECRUIT FOR? 16% of clearing candidates have AAB+. Use targeted emails to gain students by grade achieved CLEARING IS CREDIBLE i.e Classics Suggested Activities
  21. 21. WORKING WITH HEPS & AGENCIES ON NEW PRODUCTS UCAS Media quarterly forum. We will be launching this year: • Additional Post Graduate activities • New opportunities to find clearing students • Webinars – updates on your new services
  22. 22. SUPPORTING YOUNG PEOPLE TO MATCH THEMSELVES TO THE RIGHT OPPORTUNITY Via relevant engagement we will help young people: • into uni • through uni • out of uni with the best possible outcome, some directly into careers, or via PG
  23. 23. • Great events • Student events • Big, paper prospectus • Digital e-marketing campaigns • Advertising • Detailed website • CRM systems offer limited personalisation • Some personalised with print on demand, video, emails • Evidence based marketing • Brand comms from age 14, a 4 year recruitment process for UG • Genuinely personalised engagement • A true digital dialog • More brand development which gives brands personality & differentiation at Institution & course level • More private providers and/or commercial brands involved ie Google digital education degree/PG? • The end of a big general paper prospectus?

×