Student recruitment landscape 2.6

The Student Recruitment Landscape

#wuscas 2016

#wusca | 14th April 2016

Issues raisedWhat themes have Ian and Dan identified?

Attraction Engagement Conversion


Insights:When should you act?

When should you act?Course researching on Whatuni & The Complete University Guide

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When should you act?Open day registration on Whatuni

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When should you act?Request prospectus on Whatuni

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Announcing: HE Insights Understanding the life cycle


Announcing: HE Insights Understanding the life cycle

• Trends• Subject, qualification• Competitor sets• Research depth • Widening participation areas • Live August 2016!

FORESIGHT


Practical actions: Culture of Tracking

Attracting studentsWill marketing spend increase here?

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Attraction



Return on influenceDoesn’t all need to cost money

• No 1 First choice • No 4 Second choice


Proof-based approachHotcourses Enrolment Matcher.


Culture of trackingExperiment. But insist on results.


Practical actions:Engaging users

Engaging studentsHow do you keep leads engaged?

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Engagement


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


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

Within 24 hours

65%

Over 24 hours

20%

Didn't respond

15%


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

Person-alised

response 58%

Automated response

27%

No re-sponse

15%


How do we engage today? US study: 25 communications over student lifecycle


Ruffalo Noel Levitz | 2016 Marketing and Student Recruitment Practices Benchmark Report

Personal and usefulHow we’ve approached it


Personal and timelyContent Marketing and direct marketing joined up


Practical actions:Culture of conversion

ConversionThe business end

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Conversion


Conversion Do you understand your own conversion?


Why?Bad conversion is indiscriminate


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


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


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


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

[email protected]


mailto:[email protected]

Data & Analytics

Student recruitment landscape 2.6