CRM in Student Recruitment Welcome and introductions. CRM in Student Recruitment CRM Network UK Conference 2018

The Policy Context:

Policy Perspective: How we got here Shared national policy goals: Quality Education Skills Social Mobility Competition and Choice (2010)

Policy Perspective: How we got here “our proposals put students at the heart of the system. Popular HEIs will be able to expand to meet student demand. Students will be better informed about the range of options available to them. Their choices will shape the landscape of higher education.” The Browne Review 2010

Policy Perspective: How we got here Policy Instruments to drive competition: Freedom of entry and exit for providers Comparable information to inform consumer choice – KIS/Unistats and CMA guidance; TEF Ratings Ability to charge increased fees (2012) Gradual liberalisation of student number controls.

Policy Perspective: How we got here Sector responses to competitive pressures: Marketing Offer-making strategies Confirmation and clearing strategies Incentives Access to accommodation Discounts and waivers Preferential offers Giveaways Bursaries/Scholarships

Policy Perspective: How we got here Higher Education and Research Act (HERA): new policy instruments to drive competition Teaching Excellence Framework Switching and new forms of provision Linked data on admissions, progression and employment outcomes Single regulatory framework and a new regulator

OfS Regulatory Framework objectives All students, from all backgrounds, and with the ability and desire to undertake higher education: are supported to access, succeed in, and progress from, higher education; receive a high quality academic experience, and their interests are protected while they study or in the event of provider, campus or course closure; are able to progress into employment or further study, and their qualifications hold their value over time; receive value for money

Policy Perspective: How we got here Choice and competition across post-18 sector A system that is accessible to all Delivering skills the country needs Value for money for graduates and tax payers.

Education Reform Significant changes to both pre/post-16 qualifications, including: Introduction of Ebacc at GCSE (re)Introduction of Linear A Levels Shaping of subject choices feeding through into degree routes

GCSE Entries:

A Level Entries:

Demographics and Applications:

Declining 18 Yr Old Population

Declining UCAS Applications

Mature Applicants

B7 Applications

Offers and Acceptances:

Proportional change in acceptances by subject group, 2008 to 2017

Offer Rates Offer rate (application level) to 18 year old English domiciled main scheme applicants by selected predicted grade profile of applicant

English 18 year old acceptances to higher, medium, and lower tariff English providers, and unplaced applicants

Unconditional Offers:

Unconditional Offers Number of unconditional offers made to 18 year olds from England, Northern Ireland, and Wales, and the number made firm and insurance

Unconditional Offers Proportion of 18 year old applicants from England, Northern Ireland, and Wales who received at least one unconditional offer by selected predicted grade profile

Unconditional Offers Number of providers by share of all offers made that are unconditional

Unconditional Offers Proportion of offers made to 18 year olds from England, Northern Ireland, and Wales in 2017 that were unconditional, by subject group

The role of CRM:

1. Evidence informed: Knowing ourselves: Ambitions Opportunities Competition…. Knowing our likely applicants (and feeders): Profile Trends What they’re looking for

2. Delivering sector-leading experiences In person… Onsite/offsite… Online… Adding value… Giving the University narrative…

3. Having an established customer journey Recognising whose journey it is Identifying the critical interactions and stage-managing those experiences Processes which facilitate better decision-making

4. Creating moments that matter Moments of truth Emotional connections Thinking beyond the transactional and telling our story

5. Communicating their way Student voice, front and centre Channels/style/content preferences Real-time and meaningful And personal…

6. Being easy to do business with Easy processes Flair and personality (being distinctive and memorable) Doing more (and adding value)

7. Organising for success Organised to deliver the end-to-end experience Developing skills, architecture, digital connection and sponsorship to deliver excellence (every time)