012 neil pearson student recruitment landscape
TRANSCRIPT
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The Student Recruitment
Landscape #wusca 2016
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#wusca | 14th April 2016
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Issues raisedWhat themes have Ian and Dan identified?
Attraction Engagement Conversion
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Insights:
When should you act?
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When should you act?Course researching on Whatuni & The Complete University Guide
0%
2%
4%
6%
8%
10%
12%
14%
16%
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
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When should you act?Course researching on Whatuni
0%
5%
10%
15%
20%
25%
Course research
YR 12 Q3-4
50%
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When should you act?Open day registration on Whatuni
0%
5%
10%
15%
20%
25%
Open day registration Course research
YR 12
APR-SEP
77%
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When should you act?Request prospectus on Whatuni
0%
5%
10%
15%
20%
25%
Open day registration Request prospectus Course research
YR 10-11
20%
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Announcing: HE Insights Understanding the life cycle
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Announcing: HE Insights Understanding the life cycle
• Trends
• Subject, qualification
• Competitor sets
• Research depth
• Widening participation areas
• Live August 2016!
FORESIGHT
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Practical actions:
Culture of Tracking
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Attracting studentsWill marketing spend increase here?
Yr 10 Jan Yr 11 Jan Yr 12 Jan Yr 13 Jan
Attraction
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Return on influenceDoesn’t all need to cost money
• No 1 First choice • No 4 Second choice
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Proof-based approachHotcourses Enrolment Matcher.
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Culture of trackingExperiment. But insist on results.
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Practical actions:
Engaging users
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Engaging studentsHow do you keep leads engaged?
Yr 10 Jan Yr 11 Jan Yr 12 Jan Yr 13 Jan
Engagement
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And the winner is…And the winner for outstanding customer service is…
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How do we engage today? Mystery shopper results from 40 HE institutions
Within 24 hours 65%
Over 24 hours 20%
Didn't respond 15%
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How do we engage today? Mystery shopper results from 40 HE institutions
Personalised response
58%
Automated response
27%
No response 15%
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How do we engage today? US study: 25 communications over student lifecycle
#wusca | 14th April 2016
Ruffalo Noel Levitz | 2016 Marketing and Student Recruitment Practices Benchmark Report
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Personal and usefulHow we’ve approached it
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Personal and timelyContent Marketing and direct marketing joined up
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Practical actions:
Culture of conversion
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ConversionThe business end
Yr 10 Jan Yr 11 Jan Yr 12 Jan Yr 13 Jan
Conversion
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Conversion Do you understand your own conversion?
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Why?Bad conversion is indiscriminate
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Arrive
Search/Read
Enquire/Open day registration
K This sucks. I’m going somewhere
else
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What are you testing? This is how others are making decisions
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Are you set up for conversion?It’s not about the redesign
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Conversion exampleCase study. 6 times conversion. 0.3% to 1.8%
FORM• Dynamic form title
• Placement on page
• Open form on desktop
• SMS verification
• Progressive response
CALL TO ACTION• Text
• Colour
• Phone in office hours
• Sticky buttons
MOBILE • Responsive
• Question above answer
• Keypad mark up
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Thank you Developing a culture of tracking and conversion
GOING FURTHER
• Understand the student lifecycle
• Hotcourses HE Insights
• A culture of Proof and tracking
• Hotcourses Enrolment Matcher
• GA training
• Focus on Conversion
• UX Consultancy
#wusca | 14th April 2016