012 neil pearson student recruitment landscape

The Student Recruitment

Landscape #wusca 2016

#wusca | 14th April 2016

Issues raisedWhat themes have Ian and Dan identified?

Attraction Engagement Conversion

#wusca | 14th April 2016

Insights:

When should you act?

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

#wusca | 14th April 2016

When should you act?Course researching on Whatuni

0%

5%

10%

15%

20%

25%

Course research

YR 12 Q3-4

50%

#wusca | 14th April 2016

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%

#wusca | 14th April 2016

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%

#wusca | 14th April 2016

Announcing: HE Insights Understanding the life cycle

#wusca | 14th April 2016

Announcing: HE Insights Understanding the life cycle

• Trends

• Subject, qualification

• Competitor sets

• Research depth

• Widening participation areas

• Live August 2016!

FORESIGHT

#wusca | 14th April 2016

Practical actions:

Culture of Tracking

Attracting studentsWill marketing spend increase here?

Yr 10 Jan Yr 11 Jan Yr 12 Jan Yr 13 Jan

Attraction

#wusca | 14th April 2016

#wusca | 14th April 2016

Return on influenceDoesn’t all need to cost money

• No 1 First choice • No 4 Second choice

#wusca | 14th April 2016

Proof-based approachHotcourses Enrolment Matcher.

#wusca | 14th April 2016

Culture of trackingExperiment. But insist on results.

#wusca | 14th April 2016

Practical actions:

Engaging users

Engaging studentsHow do you keep leads engaged?

Yr 10 Jan Yr 11 Jan Yr 12 Jan Yr 13 Jan

Engagement

#wusca | 14th April 2016

And the winner is…And the winner for outstanding customer service is…

#wusca | 14th April 2016

How do we engage today? Mystery shopper results from 40 HE institutions

Within 24 hours 65%

Over 24 hours 20%

Didn't respond 15%

#wusca | 14th April 2016

How do we engage today? Mystery shopper results from 40 HE institutions

Personalised response

58%

Automated response

27%

No response 15%

#wusca | 14th April 2016

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

Personal and usefulHow we’ve approached it

#wusca | 14th April 2016

Personal and timelyContent Marketing and direct marketing joined up

#wusca | 14th April 2016

Practical actions:

Culture of conversion

ConversionThe business end

Yr 10 Jan Yr 11 Jan Yr 12 Jan Yr 13 Jan

Conversion

#wusca | 14th April 2016

Conversion Do you understand your own conversion?

#wusca | 14th April 2016

Why?Bad conversion is indiscriminate

#wusca | 14th April 2016

Arrive

Search/Read

Enquire/Open day registration

K This sucks. I’m going somewhere

else

What are you testing? This is how others are making decisions

#wusca | 14th April 2016

Are you set up for conversion?It’s not about the redesign

#wusca | 14th April 2016

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

#wusca | 14th April 2016

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

insights@hotcourses.com

#wusca | 14th April 2016