1. © PA Knowledge Limited 2015 1 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London STUDENT RECRUITMENT AND ADMISSIONS TRANSFORMATION PROGRAMME Overview of findings and next steps September 2015

2. © PA Knowledge Limited 2015 2 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London Why we have conducted this review What we have found What we are going to do Questions and answers 3 3 4 4 1 1 2 2 Welcome and agenda

3. © PA Knowledge Limited 2015 3 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London 1. Why we have conducted this review: context and scope We have an ambition to grow our student numbers to 10,500 by 2020 Admissions is highly competitive with universities transforming processes and making investments As part of the Process Review Project, the College understood from you and colleagues that undergraduate and postgraduate (taught) student admissions were a priority area We undertook a rapid – 3 week – review of the process to introduce changes for this year. What was not in scope for this review: Portfolio analysis Royal Holloway’s overarching marketing strategy Detailed analysis of online course content, prospectus, open days, online events PGR.

4. © PA Knowledge Limited 2015 4 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London 2. What we have found: the approach to delivering this review High level of academic engagement - we met with a representative from every department (held 43 interviews with Admissions Tutors (ATs), Programme Directors, Admissions administrators – thanks) Process analysis and data analysis Researched what is happening across the sector Rapid Improvement Events / conversion workshop to define new processes and services …to bring it to life, I also applied :

5. © PA Knowledge Limited 2015 5 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London * See page 11 for how the College is already responding to this.

6. © PA Knowledge Limited 2015 6 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London 1.Campaigns and conversion 2.Undergraduate process 3.Postgraduate process What we have found: the review focused on three areas

7. © PA Knowledge Limited 2015 7 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London What we have found: campaigns and conversion Campaigns and conversion No agreed communication / conversion schedule and strategy at department level Not enough academic input Over reliance on e-mail contact with applicants and supporting IT system is not fit for purpose Inadequate quality assurance / sign off process Lack of clarity in roles and responsibilities, working relationships Not making the most out of contacts / enquiries 1 1 “I never know what is being sent from the centre or when” “The system is hugely cumbersome …it is not responsive and takes an age to disseminate a campaign” “There are too many gaps in our communication efforts (e.g. insurance)” “In terms of the campaign strategy, academic community should have creative input into the process”

8. © PA Knowledge Limited 2015 8 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London What we have found: undergraduate 2 2 Undergraduate Innovative practice evident across campus but need to clarify policy AT’s spending time on “lower-value” activity instead of conversion Improve tools / information available for ATs to focus on conversion Large number of process inefficiencies The mechanisms in place to engage ATs are “broadcast” “All follow up and supplementary information is tracked in email outside of the system” “We have had to hire temporary staff to load documents into Equella” “I get to see applications for about 15% of the more difficult decisions – about right” I would like to spend more time on the value-adding conversion and campaigns activity”

9. © PA Knowledge Limited 2015 9 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London What we have found: postgraduate (taught) 3 3 Postgraduate (taught) Applicant experience of the portal is poor. It is inflexible and does not meet Royal Holloway’s needs Focus on PG conversion could be improved (for example, 4,000 applicants started an application last year but never submitted it) Process variation is high with lots of manual entry and workarounds Clarity on entry requirements required Number of process inefficiencies. We have created our own system for managing applicants – it works for us” “I spend around one – two days per week administering PG admissions” “I have my own excel file / paper copy” “There is a lack of clarity over who manages contact with applicants” “You can’t easily locate the status of an applicant when they contact us” “Massive effort to chase outstanding docs…the way in which exchange documentation needs to improve”

10. © PA Knowledge Limited 2015 10 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London 3. What we are going to do: a summary of the PA findings We are not making the most of our talent and time (academic and non-academic colleagues) The College needs more central processing by admissions with agreed entry criteria and departmental staff should focus on conversion The College is running multiple versions of processes and that isn’t sustainable Our systems are poor, particularly for PGT admissions, and need to be modernised We are poor at communicating between teams and often the department and centre don’t know what each is doing. The way in which we engage with departments needs to improve: two-way and not broadcast X X X X X X X X X X

11. © PA Knowledge Limited 2015 11 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London What we are going to do: we have already undertaken action We have already responded to some of the recommendation in the report. For example, PA identified that our communication quality was inadequate and there were 4,000 students that had started an application but not submitted it (and they had received no contact from us). We have started a campaign to engage these applicants and progress their application.

12. © PA Knowledge Limited 2015 12 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London What we are going to do: Policy changes Conditional: Admissions Tutors provide clear entry criteria agreed with the Deans and confirmed by SROG which are used by Admissions to determine the outcome of each application. The three types are below: Type 1 - Standard Conditional Offer Type 2 - Vocational qualifications and there is evidence that applicants with these qualifications do not complete degree Type 3 - Evidence of creative ability required - portfolio with or without selective interview Unconditional: The College offers two types of unconditional offers: Type 1 The offer is unconditional without further requirements, i.e. irrespective of whether the applicant chooses Royal Holloway as their firm or insurance choice Type 2: The offer is unconditional subject to the applicant accepting Royal Holloway as their firm choice.

13. © PA Knowledge Limited 2015 13 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London What we are going to do: Policy changes There are 4 unconditional offer models Model A: Unconditional offer. No requirement to be firm choice. No interview required Model B: Unconditional offer but must go firm with Royal Holloway to achieve this. No interview required Model C: Unconditional offer issued after interview. No requirement to be firm choice Model D: Unconditional offer after interview. Must go firm with Royal Holloway to achieve this. Model AModel BModel CModel D Biological Sciences Computer Science Law - Crim Soc/Crim Psych Mathematics PIR Economics* English History Law LLB* Modern Languages Geography Management Music Psychology Classics Earth Sciences Physics Drama and Theatre Media Arts

14. © PA Knowledge Limited 2015 14 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London What we are going to do: 5 changes to improve campaigns and conversion Agree annual campaign and conversion plan for each department (setting out central activity planned for the year and departmental activity). Introduce a process for regular review between conversion team, marketing and departments Support ATs in conversion with access to the information / tools / campaigns they need and exchange of good practice Replace Communigator IT system – reducing manual intervention and reliance on e-mail contact Process to quality assure / sign off of all communications Clarify roles and responsibilities of the two central teams and departments. 1 1 2 2 3 3 4 4 5 5

15. © PA Knowledge Limited 2015 15 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London What we are going to do: 5 changes to improve undergraduate admissions Policy changes Refresh the way the central teams engage with Admissions Tutors (e.g. forum) Create a development plan to upskill the current team and develop the “Admissions Team of the future” Some of the supporting technology improvements include: Introduce document management system and way of document exchange (UG and PG) Introduction of Customer Relationship Management system (UG and PG) 1 1 2 2 3 3 4 4 5 5

16. © PA Knowledge Limited 2015 16 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London What we are going to do: 5 changes to improve postgraduate (taught) admissions Implement a new applicant portal Work with departments to develop and deliver PGT campaign and conversion plans Identify two – three models for postgraduate admissions processing (reducing administration burden on departments) Introduce quick win process changes Establish a fast track process for Royal Holloway applicants 1 1 2 2 3 3 4 4 5 5

17. © PA Knowledge Limited 2015 17 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London What we are going to do: Next steps and how to get involved A governance board has been set-up to oversee delivery The team will be in touch where your input is needed on the campaigns and conversion plan, UG changes and PG models over the next few weeks We will establish a user group for the IT projects to ensure you can feed in your ideas / requirements Please provide feedback throughout the process….it is helping us shape proposals. You can contact the team on ProcessReview@rhul.ac.uk or Sarah Robinson on 6628ProcessReview@rhul.ac.uk We will keep you updated via the staff intranet and new weekly staff newsletter.

18. © PA Knowledge Limited 2015 18 CONFIDENTIAL – between PA Consulting and Royal Holloway, University of London Questions and Answers