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Birkbeck, University of London. Visit of the Leadership Programme for University Development Tuesday 11 September 2012. External Relations. Our three key priorities are supporting the College : - PowerPoint PPT Presentation
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Birkbeck, University of London
Visit of the Leadership Programme for University Development
Tuesday 11 September 2012
External Relations
Our three key priorities are supporting the College:
to deliver the very best student recruitment and retention that helps build the very best student experience
to build reputation to raise money
External Relations
Marketing and Student
Recruitment at Birkbeck, University
of LondonJonah Duffin, Head of Marketing
and Recruitment (Home and International)
About Birkbeck
• London’s evening university• Ranked in the top 150 of world
universities in the THE World University Rankings
• Ranked number one in London for student satisfaction (NSS 2011)
• Ranked in the top 25% for research (RAE 2008)
• Courses from entry level to PhD
The ELQ crisis• In 2007 government decided that ELQ
students would no longer be funded• Birkbeck lost around 40% of teaching funds• Had safety net funding for 3 years to replace
student numbers• This has been achieved through
– Portfolio Review– Restructuring– International Recruitment– Improvements in how we recruit
students
Research
Used the data we have• HESA• Student Records • Google Analytics
Market research• MOSAIC• Postcode mapping• Year 1 / Decliner Surveys
Becky GilmorePart-time history student/full-time designer (Museum of London)
Understanding our audience
• 99% over 21, average of 34 years old
• 46% male, 54% female• 75% in full-time employment• Nearly all live or work in London• 23% UG, 15% PGT, 2% PGR,
57% Cert HESo,
Our students are working Londoners, with an average age of 34 years
Becky GilmorePart-time history student/full-time designer (Museum of London)
Understanding the market
• Market research showed common themes, but the need for segmentation of the market
• Developed strong central brand with 3 sub-brands
The segments
The Stratford Sub-Brand
The Certificate and
Undergraduate Sub - Brand
The Postgraduate
Sub-Brand
The Birkbeck BrandLONDON’S EVENING UNIVERSITY
London’s Evening University
The Campaigns
• Advertising to raise awareness and profile amongst core audiences
• Postcode targeted direct mail campaigns• Comprehensive CRM campaigns that
recognise student decision making processes at different levels
• School and College level events• Targeted outreach campaigns
05-OCT-2008
12-OCT-2008
19-OCT-2008
26-OCT-2008
02-NOV-2008
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16-NOV-2008
23-NOV-2008
30-NOV-2008
07-DEC-200814-DEC-200821-DEC-200828-DEC-200811-JAN-200918-JAN-200925-JAN-200901-FEB-200908-FEB-200915-FEB-200922-FEB-200901-M
AR-200908-M
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AY-200907-JUN-200914-JUN-200921-JUN-200928-JUN-200905-JUL-200912-JUL-200919-JUL-200926-JUL-200902-AUG-200909-AUG-200916-AUG-200923-AUG-200930-AUG-200906-SEP-200913-SEP-200920-SEP-200927-SEP-200904-O
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V-200906-DEC-200913-DEC-200920-DEC-200927-DEC-200910-JAN-201017-JAN-201024-JAN-201031-JAN-201007-FEB-201014-FEB-201021-FEB-201028-FEB-201007-M
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CT-2010
Applications
0
50
100
150
200
250
300
350
400
CertificateUndergraduatePostgraduate
Weekly applications
Open Eve
Outdoor Camp starts
Open Eve
PG Open Eve
Open Eve
-------------------Outdoor Campaign----------------------
Open Eve
Open EveOpen Eve
Outdoor Camp starts
PG Open Eve
--------------------Outdoor Campaign----------------------
Press Camp Open Eve
Open Eve
Open Evening Promotions
Applications and Enrolments
International Recruitment
The recruitment of a significantly increased number of international students was identified as a strategic priority for Birkbeck 3-4 years ago.
Invested in new International Office which: • Developed new recruitment markets – India, Nigeria,
Pakistan, Turkey• Built on prior activities in US, Thailand, Taiwan, Japan, South
Korea, Vietnam• Identified markets for partnerships – China, Saudi Arabia• Built and maintained new. overseas recruitment agent
network.
International Messaging
• Positioned Birkbeck as high quality & research led institution
• Central London location• Learn alongside working Londoners• Unique evening study model
International Results
• Over the past 3 years the college has consistently seen increases in applications, offer and enrolments from countries in which it is actively working to recruit students.
• In the last 3 years enrolments from international students to Birkbeck have increased by 90% and in the past year by 30%
• Fee income from international students increasing by 26% in 2011/12 to £6.7 million when compared to the previous year and almost doubling in the last three years.
Questions
Communicationsand reputationbuilding at Birkbeck
Development and Alumni Relations
Team structure
Alumni Relations
Data, data, data Schools and key influencers Engaging alumni in today’s institution Communicate creatively
Development – what works at Birkbeck?
Unique position in UK Higher Education landscape
Involvement of the Master Portfolio system Outstanding staff
Questions