The document discusses improvements made to the student journey at the University of Twente. It outlines how the university transformed its approach from orientation to enrollment to improve conversion rates and the student experience. Key changes included better follow-up of prospective students, implementing a CRM system, ambassador programs, and streamlining the application and enrollment processes. Results since 2016 include improved conversion rates across various stages and progress toward strategic goals like increasing international master's students. Success factors included taking action, cooperation across teams, and celebrating wins.

2. HOlink, 14 JUNE 2019
RITA DE WILDE (UNIVERSITY OF TWENTE) & ARJAN BURGERS (MAKESENCE)
HOW OUR STUDENT JOURNEY
IMPROVES THE ‘CHECK-IN’ OF
(INTERNATIONAL) STUDENTS

3. IN THIS PRESENTATION:
INTRODUCTION STARTING POINT:
OUR STRATEGY
SITUATION
Q4 - 2016
TRANSFORMATION
PROGRAM – SET UP
1. 2. 3. 4.
RESULTS
AND WAY
FORWARD
6.5.
TRANSFORMATION
PROGRAM -
EXECUTION

4. 1. INTRODUCTION

5. 11,000 STUDENTS
80 DIFFERENT NATIONALITIES
20 BACHELOR PROGRAMMES
37 MASTER PROGRAMMES
5 FACULTIES
3,000 EMPLOYEES
80 DIFFERENT NATIONALITIES
900 BOOMING START-UPS
UNIVERSITY OF TWENTE
HIGH TECH, HUMAN TOUCH

6. Makesence is een projectbureau gespecialiseerd in
het ontwikkelen en leveren van aansprekende en zinvolle student- en klantervaringen.
Wij gaan voor samenwerken met klanten om hun ambities te realiseren met een
combinatie van inzichten, advies en change interventies.

7. 2. STARTING POINT: OUR STRATEGY

8. • We are pioneers in fusing technology, science and engineering with social
sciences to impact the world around us. Our driving force is a deep sense of
connection with people who share a curious, entrepreneurial spirit.
• An innovative and vibrant campus
• An engineering approach to societal challenges
• Core technologies
• Highly personal education
• An outstanding track record in value creation
Over time, inspiring, curious people have combined their experience in
technology, science and engineering with social sciences to initiate change,
progress, renewal.
We call this: “High Tech Human Touch”.
UNIVERSITY OF TWENTE
HIGH TECH, HUMAN TOUCH

9. MARKETING & COMMUNICATION STRATEGY
The marketing and communications strategy of
the M&C is aimed at the primary goals:
1. a greater visibility and profiling;
2. recruitment and inflow (both excellent quality
and quantity);
3. training and retaining internal and external
‘ambassadors’.

10. % increase
master
students for
English taught
programmes
Value for society
100
140
180
225
280
0
50
100
150
200
250
300
2016 2017 2018 2019 2020
Vision 2020:
Towards a more international, collaborative, entrepreneurial university
which deploys its combined strenghts to strenghten society
Towards a more international, entrepreneurial,
collaborative university by:
1. Increasing the number of (international) master students
2. Increasing value for society by transforming the educational
programs;
1. Become even more entrepreneurial and collaborative;
2. The best possible match with industry/companies/
challenges of the future

11. 3. SITUATION Q4 - 2016

12. THE SITUATION IN Q4 – 2016:
A suboptimal experience in different stages of the prospective student journey

13. THE SITUATION IN Q4 – 2016:
Low conversion rates and long lead times
Orientation
Deepening
information and
advise
Start
application
Finished
application
EnrollmentAdmission

14. 4. TRANSFORMATION PROGRAM – SET UP

15. PROJECT SCOPE: BROADEN THE FUNNEL :
Improve the student experience from orientation to enrolment
Orientation
Deepening
information and
advise
Start
application
Finished
application
Enrolment
Improving the student experience (external)
Improving process (internal)
Admission

16. 5. THE TRANSFORMATION PROGRAM -
EXECUTION

17. MEASUREMENT AND MONITORING
Orientation
Deepening
information and
advise
Start
application
Finished
application
Enrolment
CRM & REPORTS
Admission

18. IMPROVE CONVERSION FROM ORIENTATION TO START APPLICATION
Orientation
Deepening
information and
advise
Start
application
Finished
application
EnrolmentAdmission

19. IMPROVEMENTS BEFORE APPLICATION:
• FOLLOW-UP LEADS
• CRM
• CAMPAIGN
• AMBASSADORS

20. |

21. |

22. IMPROVE CONVERSION FROM START APPLICATION TO COMPLETE APPLICATION
Orientation
Deepening
information and
advise
Start
application
Finished
application
EnrollmentAdmission

23. IMPROVENTS DURING APPLICATION-/ENROLMENT PROCESS:
• STUDENT EXPERIENCE
• FOLLOW-UP
• IMPROVE SERVICES TO APPLICANTS
• LEAD SCORING & PRIORITY SERVICES
• SUPPORTING THE (INTERNAL) ORGANIZATION

24. IMPROVING INFORMATION DURING APPLICATION AND ENROLLMENT PROCESS
Online ‘track & trace’ application and enrolment process

25. IMPROVE CONVERSION FROM START APPLICATION TO COMPLETE APPLICATION
➢Identifying high potential
students in orientation
phase
➢Monitoring the
progress of high
potential students in
CRM
➢Contacting high potential applicants
who encounter issues in their
application, preferably by phone

26. High Tech Human Touch -
from first orientation to start programme
DELIVERING A
CONSISTENT BRAND
EXPERIENCE

27. 6. RESULTS AND WAY FORWARD

28. RESULTS SINCE WE STARTED IMPROVING:
Conversion rates are improved on several levels and topics
% increase
master
students for
English taught
programmes
Value for society
100
140
180
225
280
0
50
100
150
200
250
300
2016 2017 2018 2019 2020

29. KEY ELEMENTS OF SUCCESS:
Just do!
Co-operate!
Celebrate success!

31. ENGAGEMENT FLOWS:
GENERAL:
Welcome by Rector PROGRAMME SPECIFIC:
Housing Welcome by programme
Financial matters Alumni
Practical tips & tricks
Last preparations
Get a glimpse of the campus
Can’t wait to start?
Meet fellow students
Webinar
Mentor mail
Grading system