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

2. The Policy Context:

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

4. 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

5. 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.

6. 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

7. 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

8. 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

9. 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.

10. 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

11. GCSE Entries:

12. A Level Entries:

13. Demographics and Applications:

14. Declining 18 Yr Old Population

15. Declining UCAS Applications

16. Mature Applicants

17. B7 Applications

19. Offers and Acceptances:

20. Proportional change in acceptances by subject group, 2008 to 2017

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

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

23. Unconditional Offers:

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

25. 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

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

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

28. The role of CRM:

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

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

31. 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

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

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

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

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