support northumbria conference 2010 20 th april 2010
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Support Northumbria Conference 201020th April 2010
Supporting Region & Engagement:The role of coordinated, efficient and effective
school & college liaison
Chris Watts(Director – Marketing & Recruitment)
Lizz Patrick(Student Recruitment Manager, M&R)
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
Supporting Region & Engagement:The role of coordinated, efficient and effective school & college liaison
• Role of school and college liaison;
• Range & volume of activity;
• Impact;
• Collaboration – why, consequences of not, benefits;
• How can we be better at it?
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
The role of school & college liaison
1. To support the Corporate Strategy• “The University will engage with organisations and communities in the
City and Region, nationally and internationally, adding value through collaboration, partnership and its accessibility to society.”
2. To support key elements of marketing strategy• Awareness• Reputation• Profile
...... And in doing so affect buyer-behaviour
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
How do we affect buyer behaviour?
Marketing strategy is focused around the AIDA model
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
How do we affect buyer behaviour?
Marketing strategy is focused around the AIDA model
Awareness
Interest
Desire
Action
Awareness Interest Enquiry Firm Interest
Application Acceptance Enrolment
10-14 13-17 16+ 17+ 17+ 17+ 18+
AwarenessInterest
DesireAction
School/College Liaison
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
The role of school & college liaison
3. Conversion – talking to people is the best thing we can do.
“Advertising is what you do when you can’t go see someone. That’s all it is.”
“There is no such thing as the Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.”
Fairfax Cone
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
The role of school & college liaison
4. Conversion – building an emotional attachment
Nietzsche: ‘80% of a decision is based on emotion, the other 20% is our logic convincing us that our emotion was correct in the first place!’
“Advertising . . . does not appeal to reason but to emotion, . . . it tries to impress its objects emotionally and then make them submit intellectually.”
Erich Fromm (Philosopher/Psychoanalyst, 1900-1980)
“The emotions aren’t always immediately subject to reason, but they are always immediately subject to action.”
William James (Psychologist, 1842-1910)
“There can be no knowledge without emotion. We may be aware of a truth, yet until we have felt its force, it is not ours. To the cognition of the brain must be added the experience of the soul.”
Arnold Bennett (Novelist, 1867-1931)
“Your intellect may be confused, but your emotions will never lie to you.”Roger Ebert (Critic and screenwriter, 1942 – present day)
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
The role of school & college liaison
4. Conversion – building an emotional attachment
“I am human and I need to be loved, Just like everybody else does.”
“ There’s a club if you’d like to go, Where you could meet someone who really loves you,
So you go and you stand on your own, And you leave on your own, And you go home, and you cry, and you want to die.”
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
The role of school & college liaison
5. To support the achievement of widening participation, student recruitment and wider marketing objectives
• WP targets;• HEFCE benchmarks;• Recruitment targets;• Branding objectives – reputation, positioning & profile with key
audiences;• Community & civic engagement.
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
Activity led by M&R (Student Recruitment)
Mature student campus events; Presentations in Colleges; Student Shadowing; Tasters; Get Ahead;Primary School Parents; SIS Activities; Study Skills for HE; IAG Sessions; Online IAG service; Aimhigher
Student Associates (AhSA) and Student Assocites (SA).
Open Day; Post-Application Open Days; Presentations in Schools & Colleges; Clearing Open Day; FE & School Shadowing Days; Master Classes; Parents Day; UCAS Workshops; Campus Tours; VIP
Programme.; SiS; AhSA and SA; Northumbria Passport
Student Shadowing; Northumberland IAG; Work with parents; Talks in Schools & Colleges; UCAS workshops; UCAS Fairs; HE Conventions; Summer School Reunion;
Campus Tours; Open Days; ‘Evolve’ Conference; Taster Days; Parents Day;AhSA and SA; Northumbria Passport.
Students into Schools; Co Durham Summer School; HE Awareness talks to parents: Aimhigher & other Student Associates.
Connexions &School Conventions; Parents/Carers Evenings; ACE Days ; SiS; Master Classes; HEFCE Yr 10
Summer School; AhSA and SA.
‘West Side Story’; Students into Schools (SiS); Aimhigher events; SA; Parents Evenings; Connexions Conv.; AhSA;
Exhibitions.
‘Star Student’ Game; SiS.
19+
Year 13/2nd Yr FE
Year 12/ 1st Yr FE
Year 11
Year 10
Year 9
Year 8 & below
Year 6
966+ events3700 contacts
275+ events13600 contacts
350+ events11950 contacts
2+ events980 contacts
40+ events3475 contacts
35+ events1500 contacts
140+ events6200 contacts
150+ events7000 contacts
Total events: 1980+Total contacts:
48400
Hoops4Health; ASC Days;
STEM; SiS. NB. No. of events excludes SiS/AhSA/SA
visits into schools/ colleges but includes resultant contacts
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
Impact
We must measure it - why?
“ If you just want to be pretty, then look at what others do. If you want to be the best then you must look at your own performance.”
1.
2. It is often the 1st point of contact – and first impressions count!
Impact
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
We must measure it - why?
3. It builds reputation and creates a presence – with all audiences – in all communities.
eg. Northumbria works with over: •200 schools/colleges and 500+ teachers/advisers;•21,000 pupils & 1900 parents.
As a result we have:• over 7700 NE-based FT students (+19% since 2007);• from 108/113 NE schools/colleges (state & independent sector).
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
Impact – 2 examples
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
Coordination & Collaboration #1
Why is it important?
• More efficient – less duplication, less waste;
• More effective – activities support each other;
• Professional;
• Increases impact.
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
Coordination & Collaboration #2
What happens if activity is not coordinated?
• Loss of impact;
• Unprofessional;
• Poor level of service and support to key audiences;
• User dissatisfaction;
• Poor/wasteful targeting;
• Overlook (potentially) key areas;
• SPAM
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
Coordination & Collaboration #3
The Benefits?
• Reputation;
• Brand building;
• Increased efficiency & effectiveness – greater reach,less resource necessary;
• Improved regional & national links;
• Improved regional profile;
• Targeted community engagement;
• Achieve strategic/operational objectives.
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
So how do we achieve this?
Overcome the barriers?
• Do we all have complementary objectives, or are they different?
• Internal competition?
• Working in silos?
• Poor internal communication?
• Too much head-down – do we find sufficient time for the helicopter view and to plan effectively?
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
Task
Suggest 3 key steps/actions to support significant improvements in the coordination of and collaboration in school & college liaison activity.
Feedback in 15 mins.
Discussion/Questions
Support Northumbria Conference 2010 - 20.4.10 Supporting Region & Engagement: The role of coordinated, efficient and effective school & college liaison (CW/LP)
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