Annual Report 2008/9
www.anglia.ac.uk/cmreport
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What this Report contains www.anglia.ac.uk/cmreport
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Welcome
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Admissions
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Corporate Communications
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Customer Relations
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External Liaison
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Market Research
10 Publications, Advertising & eMarketing 15 Graduation Ceremonies 16 Anglia Online 18 Corporate Marketing Organisational Chart
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Welcome to the Corporate Marketing Annual Report 2008/9 Alan Cain, Director of Corporate Marketing The search is now on with a vengeance to replace Government funding sources with other income streams. Unfortunately, ‘me-tooism’ has always been a feature of the HE sector and so again, almost all institutions have arrived at the same solution to this challenge; the preferred sectoral response, on this occasion, typified by ‘more full fee-paying international students and more of those excellent fellows, part-funded by employers, who wish to undertake training and education in the work place’.
By any definition, 2008/9 has been a year of dramatic change for those involved with the Marketing function within UK universities. Not only have the goalposts been moved, but the pitch has been relocated and the rules of the game have been changed.
Certainly both the short to medium terms are pointing to challenging times ahead for the sector and the marketing function will need to be up to those challenges. Here, the gloom is fairly general with the optimists only distinguishable from the pessimists in forecasting slightly less savage cuts to public expenditure over the next 3 years or so. The optimists reckon 10% ‘economy savings’ should cover it; the pessimists go north of 20% and in many cases, keep going!
The days of headlong expansion of student numbers towards a target of a 50% participation rate of the 18 – 30 age cohort in Higher Education, have seemingly ended for all practical purposes. The days of ‘Education, Education, Education’ being touted as the main driver of the ‘knowledge economy’, are over. All that remains is some loose talk of education being the key to social mobility but what phase of education and who pays for it, remain unanswered questions. In the year of the deepest recession for half a century, we suddenly found ourselves in the unfamiliar territory of recruiting, mid-way through the applications cycle, to ‘capped’ HEFCE numbers; the ‘cap’ being fitted on the head of our full-time, undergraduate, HEFCE-funded, course category; about 70% of our full-time, undergraduate student intake.
What is for sure, the context in which Marketing operates has shifted impressively. For long treated as a synonym for posters, promotions, print advertising and programme sales, (the HE sector’s 4 ‘Ps’), Marketing will have to revert to its proper function, namely finding out what the customer wants in terms of product (defined as the total student experience) and pricing, and provide it to the client in a manner which leaves them, at the very least, highly satisfied with the result.
Alan Cain Director of Corporate Marketing October 2009
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Your Admissions team Pat Watson, Head of Admissions Overview:
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The Admissions Office is responsible for admissions to full-time, part-time, postgraduate (taught and research) and undergraduate courses for UK and EU applicants.
We are constantly seeking to improve our customer service to applicants and the HEIST Reports provided compelling evidence that the service we offer is appreciated by applicants and encourages them to choose our University. The New Enrollers Report summarised feedback from 877 respondents who started at Anglia Ruskin in September 2008.
Admissions officers have delegated responsibility to make decisions on applications, based on entry criteria provided by Faculty academic staff. Where interviewing is an integral part of the admissions process, applications are considered for short-listing by admissions officers. Admissions officers liaise closely with Faculty staff and develop strong working relationships, particularly with admissions tutors.
The Report states that: ‘Overall, the application system at Anglia Ruskin was rated highly and is clearly seen by current students to be efficient and professional’.
Admissions staff develop a wealth of knowledge and expertise in relation to our course offering, educational qualifications, entry requirements and UCAS processes. Admissions staff give advice and guidance to enquirers, applicants and other internal and external stakeholders. They also deal with a range of entry processes, including: Criminal Records Bureau (CRB) disclosures, checking references and bursary eligibility requirements, verification of qualifications, Accreditation of Prior Learning (APL) and preparing and sending joining information.
Students rated personal contact with staff as the most important aspect of the application process, both in terms of friendliness and professional manner. They then went on to rate Anglia Ruskin most highly for these specific aspects of the application process. The Report goes on to comment that HEIST research consistently shows that a friendly and supportive environment is one of the most important factors for potential students, and that it is clear from this survey that our University has a strength in staff who are a point of contact for potential students.
The centralisation of admissions ensures that applications are dealt with equitably and that all appropriate processes are carried out consistently. We have established admissions processes for dealing with a wide range of issues, including; the admission of minors, those applicants declaring criminal convictions and those candidates who require referral to Student Support Services for learning support, or mobility needs.
The Clearing Research Report, though based on a smaller group of respondents, similarly reported that staff were perceived to be calm, friendly, helpful and efficient.
Regular application statistics are circulated to keep senior managers informed of student recruitment to our University. This close monitoring of our student recruitment performance has been particularly important this year as a result of the Government cap on HEFCE numbers (full-time undergraduates). The admissions situation required very careful review over the busy Clearing period. Many courses were closed and waiting lists were in operation for the majority of full-time, undergraduate courses.
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Training on admissions The training we deliver on a variety of subjects to colleagues within our University and from our regional partners, has reached an even wider audience this year. We received 109 bookings for ‘playing your part in the admissions process’ and 51 for ‘Clearing and confirmation training’. We also focussed on providing updates on changes in educational qualifications and delivered training to 60 people on the new Cambridge Pre-U qualification and to 51 on 14–19 Diplomas, the International Baccalaureate and Changes to A Levels. Bookings for many of our training sessions had to close as places were all taken.
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E-admissions We have made further progress this year towards our aim of achieving a completely electronic admissions system. As well as the development of the new online application form, we have moved to a ‘paper light’ admissions system by using the electronic record received from UCAS to make our decisions, rather than waiting for the paper application which arrives around a week later. This has enabled us to make considerable improvements in our response times to applicants. We have also moved to web-based joining instructions, providing more attractive, and accessible information for applicants and making savings on postage costs.
For more information, click: www.anglia.ac.uk/admissions
Highlights from the year
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Independent surveys by HEIST: New Enrollers Report. Clearing Research Report.
Development of the new online application system Since its launch on 1 June 2009, the online application system has been extended to part-time undergraduate, as well as postgraduate applicants. By 18 September 2009, 1,091 applications had been commenced, of which 508 had been completed and transferred to SITS. The new online application will assist us in providing a faster and more efficient admissions service. Our new online application system has some significant advantages over the previous version which amounted to a downloadable application form: It is much more user-friendly to complete for applicants. It creates a record in SITS and from this record, admissions staff can view the completed electronic application. The application can be forwarded to academic staff by email if advice on a borderline decision is required. Extra questions can be added to the online application to be tailored for specific courses.
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www.anglia.ac.uk/admissions
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We will conduct a thorough review of all business processes, with a view to ensuring that all aspects of the operation are discharged at optimum efficiency.
Improving processes and developing policy This year, we have finalised the Admissions Procedural document and updated the Admissions Code of Practice. Both of these have been approved by ASQRC and will be used to share good practice on admissions with our partners and to inform applicants.
In the context of our Corporate Plan, we will examine all routes into our University; undergraduate, postgraduate and research, full-time and part-time, to ensure that the admissions service is effectively positioned to deliver an outstanding service to all segments within our student recruitment growth targets.
We have also developed a briefer Admissions policy document in-line with the recommendations of SPA (Supporting Professionalism in Admissions). Once approved by ASQRC, the policy document will be made available on our website.
We will offer review meetings to all Faculties to discuss any concerns, questions or suggestions for improvements, and to assist in streamlining our admissions process.
We have improved admissions processes in a number of areas this year, including improving the turn around of APL applications and updating the internal application process for students who have completed one award with us and wish to progress to another. This process has also been implemented by some of our regional partners. We have also speeded up the Supplementary Information process: This is a Widening Participation tool which enables Faculties to provide additional evidence (from interview, work experience, written work etc.) to support the admission of students whose educational qualifications do not meet our standard entry criteria. We have also developed policy and procedure in response to Government changes such as the removal of funding for ELQ (Equivalent and Lower Qualifications).
UK/EU Application Comparison showing Applicants Expected1 by Faculty (FTE) for entry year, 2008 and 2009 Faculty AIBS
ALSS
End-of-year report 2008/9 Corporate activity
EDUCT
The Admissions Office has successfully dealt with a higher volume of work this year in all areas.
H&SC
We have processed 4,334 CRB applications between Sep 08 end Aug 09, compared with 3,771 CRB applications between Sep 07 and end Aug 08.
S&T
Admissions Office staff have processed 16,663 UK/EU applications, 1,699.5 more than in the previous cycle. 418.7 more UK/EU applicants are expected to register as students this September, than last September.
TOTAL
Looking ahead – priorities and objectives for 2009/10
Application Totals
Increase in Applications
Applicants Expected1
2009
2,088.50
133.00
961.00
2008
1,955.50
Year of Entry
2009
4,434.20
2008
4,151.50
2009
1,984.50
2008
1,813.00
2009
4,007.75
2008
3,173.50
2009
4,148.50
2008
3,870.50
2009
16,663.45
2008
14,964.00
870.00 282.70
1,395.00 1,296.50
171.50
576.60 575.70
834.25
1,101.25 963.00
278.00
1,304.50 1,214.50
1,699.45
5,338.35 4,919.70
Date: 21 September 2009 and 21 September 2008 Source: Batches 410 and 515.2 (Application Statistics)
The main objective for all Admissions Office staff this year will be to further improve our customer service. We aim to provide an outstanding level of customer service which delights our applicants and exceeds their expectations. To assist us in achieving this objective, we have arranged a training session on Customer Service for all our staff, provided by Impact Factory, an organisation which delivers tailored, professional, personal development programmes for the private, and public sectors. We are also finalising Admissions Service Standards which will provide us with a base line to assist in monitoring and measuring the service we provide so that we can assess with ease the impact of the changes we implement.
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Another important objective for Admissions is to improve the information we provide for applicants to ensure that such information is as clear and as transparent as possible. We will focus on web-based communication by developing additional information for applicants, linked to the course information on our website.
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‘Applicants Expected’ is the sum of those who hold an Unconditional Offer which they have firmly accepted and those whose record has been transferred ready for registration.
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Your Corporate Communications team Andrea Hilliard, Corporate Communications Manager Overview:
End-of-year report 2008/9
Communicating the Mission, Vision and Values of an organisation is the main purpose of Corporate Communications. Our University has a wide variety of stakeholders and needs to communicate effectively with a number of audiences, both external and internal, using the most effective media. Communications activity can be divided into two key areas:
Corporate Activity PR and news releases
Coverage peaks: October 2008 (203 articles), December 2008 (244 articles), April 2009 (203 articles) and June 2009 (299 articles). Number of TV/Radio interviews arranged by Corporate Communications: 46.
Corporate – the purpose of this communication is to develop mutual understanding between our University and its key stakeholders: staff, students, political influencers, print and broadcast media, and local businesses. This is achieved through developing key messages about our University, and conveying what our University’s remit is in terms of Mission, agenda, policies and impact.
Top stories over the last academic year
Lord Ashcroft makes £5m donation to Anglia Ruskin to build business school, in Cambridge. Our research is world-leading (RAE 2008 results). Scientists join forces to protect over 1,000 ladybird species which are at risk from the invasive harlequin ladybird (Faculty of Science & Technology). Anglia Ruskin secures investment to help businesses and individuals through the recession (HEFCE funding). Steven Abbott’s study of the noise of joints wins Global Entrepreneur placement in the USA (Faculty of Health & Social Care). University Centre Peterborough building works starts. Student, Kazuno Kohara, wins New York Times book accolade (Faculty of Arts, Law & Social Sciences). Guy Norton helps with Among the Apes television series (Faculty of Science & Technology). Chris Beckett, a social work and creative writing lecturer, wins Edge Hill Prize for short stories (Faculty of Health & Social Care and Faculty of Arts, Law & Social Sciences).
Marketing – the purpose of this communication is to underpin marketing campaigns and sell the benefits of learning and training through our University’s products – including courses, research activities, consultancy services, and delivery partners. To view the archive of press releases, click: www.anglia.ac.uk/news To follow us on Twitter, click: www.twitter.com/angliaruskin
Highlights from the year
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PR and news releases Our press coverage increased by over 5% in the last academic year: 2,143 articles in print between 1 August 2008 – 31 July 2009, as follows: 50.4% Regional press. 29.4% Internet. 9.6% Business magazines. 5.9% Consumer magazines. 4.2% UK National press. 0.5% Newswires.
Corporate Events We managed 19 corporate events for our Vice Chancellor in the last academic year:
150th Anniversary We celebrated and promoted, our 150th Anniversary throughout 2008. The celebrations were considered a success by CMT and some of the events have since become annual occasions.
Cambridge City Council civic dinner. Honoraries Dinner, House of Lords. Chelmsford Borough Council civic dinner. Borough Council of King’s Lynn and West Norfolk civic dinner. THE Awards dinner 2009. The Ruskin Lecture 2008, guest speaker: Nicholas Crane. Equine degree dinner. Grand piano Thank You Concert. University Centre Peterborough, turf cutting event. Kunqu Opera and dinner. Edge Education Lecture 2009, for secondary school heads and college principals, guest speaker: John Hayes, Shadow Minister for Lifelong Learning, Further and Higher Education. House of Lords dinner for secondary school heads and college principals. LSC Norfolk Skills dinner. Essex County Council Civic dinner. CBI Annual dinner 2009. Cambridge Orchestra event in aid of our Music Therapy Appeal. Charity concert in aid of the Worshipful Company of Musicians. ICENI Centre launch. Honoraries dinner, Tower of London.
Our staff magazine, Bulletin Bulletin is characterised by continuous improvement. In the last academic year, we provided readers with more information about: Corporate decision–making. Joint Venture partnership news. Estates & Facilities news (including Green Issues). Customer Service Excellence.
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www.anglia.ac.uk/news Community Engagement
Faculty activity – increased media coverage
To work with Faculties to secure increased media coverage for the quality of their teaching, research and scholarly activity.
7 local community engagement activities were co-ordinated by Corporate Communications in the last academic year: Essex Book Festival 2009: Roy Hattersley public lecture at the Chelmsford campus. Sponsored Cambridgewordfest 2009. Hosted the BBC Essex Clothes Swap for local charities on the Chelmsford campus. Sponsorship of the Cambridge Evening News Community Awards 2008. Sponsorship of the Essex Chronicle’s Cash for Schools 2008 competition. Sponsored Essex County Council’s China Days event in Chelmsford town centre. Supported the Sahara Rally 2009, which Karl Scarr, a full-time Cambridge-based student, organised to raise money for the East African Wildlife Society and La Crèche de Tanger, an orphanage in Morocco.
Local community
To demonstrate the impact we have on the local community and the substantial difference we make to its prosperity in terms of the number of local students, both full-time and part-time, whom we educate, the number of local people we employ, the quality of research we undertake, the attractive courses we offer such as law, nursing, midwifery and Initial Teacher Training (ITT) at our Chelmsford campus, and forensic science, optometry, psychology and art, at our Cambridge campus.
Looking ahead – priorities and objectives for 2009/10
Bulletin Month year Volume X no X
Bulle t in
July/August 2008 Volume 5 No 6
Objectives of the UK Annual Operational Corporate Communications plan are: To continue to raise, and manage, our profile and reputation with opinion formers, influencers and decision-makers.
To help build positive relationships with partners, stakeholders and the wider public, by ensuring we are open, honest and transparent in all Corporate Communications activity. To encourage key stakeholders to recommend us and to act as advocates.
Key activities to help achieve the objectives in the Corporate Plan
ability into employability
IN THIS ISSUE:
into eye disease and causes
of blindness
Bulletin Month year Volume X no X ABRU’s Director meets 3SF – focus on thirdWork in MINAPA on the President of October 2009 sector organisa species list of African Tanzania Volume 6 No 9 tons’ future potentia l flora and fauna Full story on page 7 >> Full story on page 9 >> Full story on page 17 >>
Bulle t in
Staff
Leading role in global study
To ensure our staff magazine, Bulletin: Evidences our progress towards our Vision and Values. Provides readers with more information about corporate decisions and individual Departments. Features news from Joint Venture companies and increases readership in those campuses/colleges. Promotes staff and institutional success. Continues to meet the needs of our staff. We will conduct a survey to examine staff attitude towards Bulletin, and also establish readership levels. Corporate Activity – National Media coverage
To increase our positive, national media coverage through in-depth features, opinion articles, profiles and interviews, i.e. issue as many people stories, rather than institutional stories, as possible. To continue to manage stakeholder engagement events for our Vice Chancellor.
Mission Croatia 2009 – work ing at Kraljevica and Selce
IN THIS ISSUE:
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“A pull quote could be added Research study into mental health wins RSPH award Full story on page 8 >>
Director of ISMS ISO 14001 Certification shortlisted for IT Leader awarded for Environmental of the Year award management system Full story on page 11 >> Full story on page 30 >>
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Your Customer Relations team Madeline Newton, Customer Relations Team Leader Overview
Highlights from the year
The Customer Relations team has evolved from the original Contact Centre, which provided the first point of contact for prospective students, to incorporate all of the functions previously undertaken by the switchboard and reception staff.
In May 2009, the Chelmsford team was split to provide a team dedicated to dealing with in-depth enquiries from prospective students and a separate team dealing with all other enquiries.
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In November 2008, we appointed a full-time, Senior Customer Relations Associate (SCRA) to manage the Cambridge team. This marked the end of a very difficult year for the team and has seen very positive results.
Our primary remit is to provide consistent advice and information to all enquirers whether face-to-face, by telephone or via email. This includes fulfilling prospectus and other literature requests, received both externally and internally, arranging personal visits and record Open Day registrations. The data gathered as a result of these activities, is used by Corporate Marketing and enables us to develop and refine our promotional activities.
We have purchased call recording/monitoring software with the aim of monitoring and enhancing, the service we offer to all of our customers. Clearing 2009: over the 4 day period (20/08/09 – 23/08/09), the team handled 3,404 calls, an average of 160 per hour, 94% of those within 30 seconds.
Since 2001, the team has grown from two part-time staff and a team leader based in Chelmsford, to twenty full- and part-time staff based across campus.
End-of-year report 2008/9
Email type distribution (1 August 2008 – 31 July 2009) Displaying average number and percentage with each segment.
In the past year, we have dealt with almost 121,000 phone calls and 88,000 emails.
UCP, 5, 0.0% Clearing, 101, 0.2% Customer, 746, 1.6%
Special address, 911, 2.0%
Call distribution 1 August 2008 – 31 July 2009 Calls answered
Calls returned
Calls lost
Internal email, 3,050, 6.5%
25,000 Total: 21,164
Total: 20,720 Total: 19,566
20,000
Total: 18,644
Total: 18,403 Total: 17,183
Direct reply, 5,318, 11.4%
Total: 17,895
15,000
Total: 13,155
Web request, 13,094, 28.1%
Other, 23,420, 50.2%
10,000
5,000
Total: 3,983
0 8:30 – 9:00
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12 Time of day (Hour blocks)
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15
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Looking ahead – priorities and objectives for 2009/10 To work with the admissions team to provide enhanced training for the prospective students’ team, thereby enabling them to answer more in-depth enquiries at first contact.
To monitor and review our service levels, both telephone and email and to explore new ways of sustaining and exceeding, our current service levels.
To develop the call scoring processes ensuring a professional and consistent service for all of our customers.
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Your External Liaison team Rachel Nedwell, External Liaison Manager Overview
Feedback
The External Liaison team offers two core areas of activity, recruitment and Widening Participation.
Thank you so much for a fantastic day. The students were buzzing all the way home. I know the day helped to remove a lot of their misconceptions and you and your team were fantastic ambassadors for Higher Education... a massive thank you for what was a superb day.
Recruitment activity focuses on schools and colleges across the region, and includes campus visits, Open Days and attendance at school-based HE events. Over the years we, have built strong relationships with schools and colleges and we continue to work to strengthen these links still further. We also organise training for external teaching staff to keep them up-to-date on the Higher Education (HE) sector.
(Teacher from Longsands College following a science taster day) I am just emailing to let you know what a wonderful day my daughter, Amy, had today at Anglia Ruskin on the AimHigher programme. Amy had a difficult year last year – she became very disenchanted with school and lost her way’ a little bit. I was thrilled when she texted me at lunchtime today to say – “It is great here – I can’t wait to go to uni.”
We work with Faculties to devise realistic recruitment plans to achieve Faculty targets, whilst offering an exciting and informative programme to schools and colleges ensuring we are their University of choice.
(Parent of visitor to an on-campus event) Thanks so much for a great presentation last night. The feedback we have received from parents and students was very positive – so much so, that I arrived at my desk this morning, to a queue of students that were unable to attend, asking for a copy of the presentation!
Widening Participation incorporates our AimHigher activity and provides an opportunity for us to reach schools and college students who may not normally consider HE as an option.
(Teacher from Sawtry Community College following a finance talk we gave at their College)
Highlights from the year 52% of students of applicant age, who attend our taster events become an applicant to our University.
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Went to Anglia Ruskin on Saturday and it is amazing there. Everything is fantastic. Hoping for an offer from them. (Taken from www.thestudentroom.co.uk following an Open Day)
Relationships with schools and colleges We have built very strong relationships with schools and colleges, particularly those in Essex and Cambridgeshire. Our activities are requested more often than we can provide, due to positive feedback and we regularly get referrals from other schools. Our feedback post-events has been outstanding.
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Offer holder days 219 offer holders attended our events which were run with Faculties. The activity focussed on what it is like to be a student at Anglia Ruskin. The events had a positive impact on prospective students with 38% already having accepted their offer when attending the event, and a further 42% accepting their offer following the event.
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Open Days Attendance at this high quality event grew by 8.5% this year to 3,984 potential students attending. We developed the talks and tours programme, and added a successful ‘hands on’ activity area.
I have been to your Open Day today and found it very interesting. I went thinking I would just look around and left wanting to apply. (Visitor feedback)
UNI 4 U The second, highly successful event of this nature that External Liaison has run, focusing on introducing Higher Education to families of year 9 and 10 students from Essex schools. With over 200 in attendance, 98% of parents who gave feedback stated that the event resulted in them feeling more able to encourage their children to consider Higher Education.
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Your External Liaison team email: rachel.nedwell@anglia.ac.uk University Open Days
End-of-year report 2008/9
Hosted 4 events on each campus.
Summary of events 206 Campus-based events. 4,249 Prospective students visit via on-campus events. 249 Major school/college events attended. 12 UCAS fairs attended. 4 Open Days organised. 3984 Prospective students visit via Open Days. 9 Summer schools. 12 Primary school events.
Open Day attendance figures (cumulative): Cambridge 2,408 Chelmsford 1,576 Total= 3,984 % increase on AY 07/08 +8.5 Widening Participation/AimHigher
Hosted a UNI 4 U event, for year, 9 and 10 from various schools/colleges in Essex. Total students visiting= 200 Hosted 9 summer schools. Total students visiting= 172 Organised 63 on-campus events for schools. Total student visiting= 1,398 Organised 10 subject specific Year 10 healthcare days. Total students visiting= 143 Organised 7 joint institution days with the University of Cambridge. Total students visiting= 151 Organised 12 Professor Fluffy events with local primary schools. Total students visiting= 438
Total number of potential student visits to campus = 8,233 Off-campus events Attended 249 school/college-based, off-campus, events, including: Careers evenings. Parents’ evenings. HE information events. Information fairs. Presentations given on a number of subjects, including: ‘Why go to University?’, ‘How to choose your University/Course’, ‘Finance’ and ‘Student Life’. Student contact through talks and stands. Assemblies (including Professor Fluffy activities with primary schools). Mock interviews. Attended 12 UCAS events.
Looking ahead – priorities and objectives for 2009/10
On-campus events
External Liaison team plan 2009/10
Hosted 9 Offer Holder days Total students visiting= 217 Organised 81 campus-based, subject-specific ‘taster’ events (for years 12/13). Total students visiting= 998 Organised 1 information event for Access students from various colleges in Chelmsford. Total students visiting= 83 Hosted 16 campus-based ‘HE information’ events. Total students visiting= 496 Hosted 1 business planning competition for 6 schools. Total students visiting= 36 Hosted 1 gifted and talented activity. Total students visiting= 23 Organised 1 campus-based event for careers and guidance staff to promote new course and update information about Anglia Ruskin University. Total staff visiting= 18 Organised 2 study skills sessions for schools/colleges. Total students visiting= 33 Hosted 2 Sixth-form induction (St Peters High and the Billericay). Total students visiting= 150
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To work with Faculties to maintain/raise full-time undergraduate student intake by providing a wide portfolio of high quality events to promote their courses to their target audiences. To become our University’s source of information on schools, and colleges in the region.
To provide a wide portfolio of high quality recruitment and Widening Participation activity suitable for the wide range of customers within the undergraduate market. To provide base line postgraduate recruitment activity on behalf of our University, including events to market our postgraduate portfolio to our current students. To ensure that we communicate our services clearly to both our internal (Faculty) and external (schools, colleges and prospective students) customers.
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Your Market Research team Amber Stephenson, Senior Market Analyst Overview
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Market research relies on accurate data which can underpin the major investment decisions made in Corporate Marketing, and is used to brief senior management at frequent intervals on the recruitment performance of our University. The primary purpose of the market research undertaken is to provide a robust, evidential base upon which our University’s student recruitment activity can be developed with confidence.
Market research reports commissioned by Anglia Ruskin during 2008/9: Market Intelligence to Support the Setting of Postgraduate Taught Fees and Scholarships – The Knowledge Partnership. Review of Full-time Undergraduate Prospectus Entry 2010. Postgraduate (Taught) Market Research Study – dhinsight. Clearing Research Report 2009. New Enrollers Survey 2009. Employer Research (Part-time Students).
Highlights from the year Predictive data Provides managers with well-grounded estimates of the outturn that can be expected at registration from any segment of applications, by mode, level, or entry point. Predictions are based on the actual performance in the previous academic session, particularly the conversion rate from applications to registration. This is then applied to our performance during the current application cycle. Predictive data (available via the Qlikview management information system) is available for all modes, levels, entry points and regions. This data is entirely dependent for its accuracy, on the reliability of data extracted from the previous application cycle regarding total applications and total registrations at the chosen census dates. It assumes that all other factors remain the same, both in the internal and external environments. Predictive data during the application cycle for Entry Sep/Oct 2008 proved to be, at institutional level, remarkably accurate, generally within 97% – 98% accuracy for each of the monthly projections. UCAS data in particular, adheres to an extremely consistent pattern, and trend analysis has been impressively stable for this segment.
Also available are: Market research guidelines – full-time undergraduate. Market research guidelines – postgraduate. Market research reports commissioned by Anglia Ruskin during 2007/8. Market research reports Commissioned by Anglia Ruskin during 2006/7. Other market research reports. Market intelligence. Archived market research.
Looking ahead – priorities and objectives for 2009/10 Modelling predictive data – FT UG Entry Sep 10 Working with ISMS, we are developing a series of reports on ‘HEFCEfunded’ courses in anticipation of restrictions on student recruitment remaining in place. This predictive data will be based on conversion rates from applications, as at end Oct 09, to registrations as at Dec 09 from the previous application cycle.
Expected registrations (FT UG: HEFCE-funded capped numbers) by Faculty To manage our FT UG, UK/EU intake within the restrictions imposed by HEFCE, predictive data is used to estimate expected registrations onto HEFCE-funded courses. This involves calculating conversion rates (accepted offer to registration) for Conditional Firm (CF), Conditional Insurance (CI), Unconditional Firm (UF), and Unconditional Insurance (UI) categories of UK/EU candidates. Also factored in are anticipated increases in the light of the substantially changed circumstances in the external environment.
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Admissions Working with Admissions, we have developed a mutually supportive operation in terms of reporting on and analysis of, application figures.
End-of-year report 2008/9
Leading on all aspects of market research, and managing all associated projects, all work undertaken aims to support advertising, promotional and student recruitment activity at all levels and in all modes.
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E-surveys capability Our capability to conduct internal e-surveys has been expanded, using the online Questback system.
Availability of market research reports The availability of our market research reports and market intelligence has been refined and can now be accessed at: www.anglia.ac.uk/marketresearch As all reports are password protected, to access please log in using your own Novell User ID (e.g. abc1) and your Novell password. New areas include: archived items of market research, externally published market research reports, e.g. Sodexo University Lifestyle Survey 2008, Market Intelligence, e.g. The Experiences of Part-time Students in HE.
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Your Publications, Advertising & eMarketing team Jeanette Ariano, Publications, Advertising & eMarketing Manager The Publications, Advertising & eMarketing team can give you informed, and cost-effective advice on: advertising, media planning and buying, artwork and production of printed materials, as well as use and application of the Corporate guidelines. In addition, we have a wealth of digital/e-media knowledge within the team so can advise on search marketing, email marketing, mobile marketing, social media etc.
Highlights from the year
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Publications We are responsible for our University’s promotional material, including: Corporate brochures such as all prospectuses, Annual Report, Annual Review, Christmas card and Corporate profile publications. We also have responsibility for the Corporate style guide and Corporate brand guidelines. In addition, we provide support and advice to each of our Faculties in producing departmental and course-specific brochures, leaflets and posters. We work closely with Central Units on both internal and external projects. To view our publications, click: www.issuu.com/pubsadses
Advertising We provide support and advice on all advertising needs in any media, whether press, outdoor, radio or cinema. Based on your requirements, and identified target audience(s). We schedule promotional media plans for the year ahead which will provide you with a promotional strategy to fit your budget. Our close working relationship with a number of media agencies and creative teams, means that we can devise the best possible campaign to suit your specific needs. Our own experience as marketing professionals, ensures you receive the most optimum method of maximising your marketing spend.
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We enhanced our online prospectus and vastly improved our prospectus processes. We now have the definitive source of all course copy on our website, Faculties keep content up-to-date via our bespoke email address, prospectus@anglia.ac.uk and this content is used to drive content in our prospectus process and Departmental brochures, via XML feed, to ensure printed materials are as up-to-date as possible. We believe we are the first university to achieve this level of dynamically-driven materials. Click: www.anglia.ac.uk/prospectus Launch of our social media strategy. We have been working hard to develop our presence on social media sites, including: Facebook, Twitter, Bebo, MySpace etc. For a copy of the strategy, email: advertising@anglia.ac.uk Click: www.twitter.com/angliaruskin to view one of our profile pages.
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Course/departmental brochures. We have re-launched the suite of 50 course/departmental brochures. The new brochures draw on the dynamically-driven course content, but also bring all brochures into a more consistent design/style and showcase our Faculties more convincingly to potential students. The brochures will be printed on-demand and, we hope, will assist Faculties in promoting their course offerings at every level (FT UG, FT PG and PT). To view these brochures, click: www.issuu.com/pubsadses
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Green marketing manifesto. We have launched a ‘green marketing manifesto’ to help Faculties and other central units consider environmental impact when planning and executing, marketing activities. In-line with our University’s values, we hope to develop this strategy to ensure we continue to be a recognised leader in this area. For a copy of this manifesto, email: advertising@anglia.ac.uk or, click: www.anglia.ac.uk/greenmarketing
eMarketing We cover various aspects of the electronic side of marketing. Our main objectives include producing and project managing ezines (electronic magazines), email alerts and executing our Corporate Social Media strategy. Additionally, we organise regular photo shoots to update our extensive image library. We also offer support in electronic and search marketing, including banner advertising, email newsletter, sponsorship and word sponsorship. Another aspect of e-media is updating and managing web rankings, ensuring there is interesting and relevant information for potential students on the web, and updating our University online image library.
We were awarded Bronze for our Part-time Catalogue from Heist this year, fighting off fierce competition and confirming our prospectus suite as industry-leading. Click: www.anglia.ac.uk/heistaward
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www.anglia.ac.uk/pae Publications Full-time UK Undergraduate
New Year starts campaign Billboards in Cambridge and Chelmsford Bus panels in Cambridge and Chelmsford
Major corporate publications
Direct mail envelopes
2010 Full-time Undergraduate Personalised prospectus (inc. alternative formats)
Email alert
2010 Full-time Undergraduate prospectus (inc. alternative formats)
Holding page
Finance Aspire Scholarship 2009 leaflet (Finance Mandatory Bursary 2009 leaflet (Finance) Scholarship and Bursaries Full-time entry 2009 leaflet Scholarship and Bursaries Full-time Q&A brochure Scholarship and Bursaries Part-time entry 2009 leaflet Scholarship and Bursaries Part-time Q&A brochure
Exhibition banners Leaflet Microsite National and local print adverts Q103 radio advertising campaign Search marketing campaign Train station floor media WAP site WAGN train panels inside carriages
Open Day advertising campaign
Web banner
National and local print adverts
Wrapped telephone boxes
Open Day advertising in local press Open Day Cambridge programme guide Open Day Cambridge ‘Thank you for registering to attend’ postcard Open Day Chelmsford programme guide Open Day Chelmsford ‘Thank you for registering to attend’ postcard Open Day dates postcard Open Day Direct Mail item 2009/10 Open Day emails x 4 2009/10 Open Day envelopes Open Day evaluation form Open Day information postcard
Clearing campaign Direct mail ‘decliners’ mailer Direct mail ‘Good luck’ postcard Exhibition banners Microsite National and local adverts including insertions in the The Independent Poster sites in Cambridge Search marketing campaign Train panels at key regional stations UCAS unplaced applicants (selected postal areas) email campaign
Open Day invitation
Web banners (internal and external placements) including The Independent
Open Day magnet
6 sheet shopping panels in Cambridge and Chelmsford
Open Day Microsite Open Day postcard for pre-registrants who did not attend Open Day Posters 2009/10 Open Day questionnaire Open Day reminder postcard Open Day ‘Thank you for attending’ postcard Open Day video URL Q103 radio advertising campaign Widening Participation (WP) Newsletter Autumn 2008
Full-time Postgraduate 2010 Full-time Postgraduate prospectus (inc. alternative formats) Postgraduate and Professional advertising campaigns Bus panels in Cambridge and Chelmsford Bus tickets in Cambridge and Chelmsford Direct Mail piece (mailed to HR managers and enquirer database) Email marketing campaign Microsite
UNI 4 U Programme Guide
National and local adverts (x15 insertions) including 8 wraps (4pp ‘wrapping’ the outside of the publication)
UNI 4 U poster
Prospectus pack confirmation letter
FYI Magazine 2009/10
Search marketing campaign
Offer holder pack letter
Web banner (internal placement)
Personalised prospectus letter Private residence brochure
Part-time 2010 Part-time Postgraduate and Undergraduate Catalogue (inc. alternative formats) Part-time catalogue Follow-up letter
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Your Publications, Advertising & eMarketing team Part-time recruitment campaign: Flexiversity
Ruskin Event
Billboards in Cambridge and Chelmsford
Ruskin Lecture envelope
Bus panels in Cambridge and Chelmsford
Ruskin Lecture invitation
Direct Mail piece to HR / Training managers (selected postcodes)
Ruskin Lecture poster
Google Adwords campaign
Corporate e-Marketing campaign
Local print adverts
Anglia Ruskin media hosted on issuu.com
Microsite
Online advertising spaces
Poster sites in health club and shopping centre washrooms
Alumni Newsletter
Rolling 6 sheet poster sites in Cambridge and Essex Tescos stores
Meet the Team (www.anglia.ac.uk/meettheteam)
Train panels on Central trains
‘How to’ Handbook (www.anglia.ac.uk/handbook)
Train station ticket banner in Chelmsford
Faculty Support
Train station ticket stand advertising at Cambridge and Chelmsford
ALSS
6 sheet shopping panels in Cambridge and Chelmsford
Cambridge School of Arts course brochure 2009
6 sheet poster sites at train stations in the Anglia region
CFM course brochure 2009
Corporate
Communication, Film and Media brochure 2009
Graduation
English and Writing course brochure 2009
Graduation Ceremony brochures 2008/9 x 10
Film course advert in Arts Picturehouse brochure
Graduation Information brochure 2008/9
Law banners
Graduation direct mail x 2
Law course brochure 2009
Gradfinale Graduation Yearbook 2008
MA Film Studies brochure 2009
3 x outdoor Graduation banners
MA Film Studies leaflet
APL leaflet
Music and Performing Arts banner
Chaplaincy leaflet
Music and Performing Arts brochure 2009
Corporate Charity Christmas card and promotional insert 2008
Music course advert
Corporate Charity Christmas card envelopes
AIBS
Corporate Folders Just So You Know poster campaign
AIBS Cabinet Graphics
Finding your house in the private sector Cambridge
AIBS January Starts Advice Evening Advert (Wrap)
ability into employability
DBA brochure 2009
Student Good News poster campaign Why study at Angla Ruskin? leaflet
EDUCT
2007/8 Annual Accounts
Faculty Undergraduate brochure 2009
www.anglia.ac.uk/housin
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2007/8 Annual Marketing Report
Local adverts
2007/8 Annual Review
H&SC
Profile raising campaign: Not just another old University in Cambridge
Complementary Medicine brochure 2009
Advert on map (permanently sited) for Chelmsford Anglia Ruskin University
FHSC newsletter
Banner at Chelmsford railway station
Health and Social Care course leaflet
Billboards in Cambridge and Chelmsford
Midwifery course brochure 2009
Billboards at Cambridge and Chelmsford railway stations
Social Policy course leaflet
Bus panel advertising in Cambridge and Chelmsford
Social Work course leaflet
Cambridge and Chelmsford railway station 50% sponsorship
Working with Young People course leaflet
Cambridge railway station Adgates (Year sponsorship)
S&T
Cambridge railway station floor media
Equine Studies leaflet
Cambridge wrapped bus
Construction Management A5 leaflet
Cambridge wrapped taxis
Smaart Advice advert
Chelmsford railway station Adgates (Year sponsorship)
Smaart Engineering advert
Explorer Magazine online video advert
Smaart Parents advert
Local print adverts
Sustainable Construction A5 leaflet
Search marketing campaign
S&T RICS 1/4 page advert
Web banner (internal and external placements)
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Priorities and Planning 2009/10 Publications, Advertising & eMarketing covers a vast area of activity so it is key that we have SMART objectives and strategies to ensure we focus our efforts on the key priorities to support our Corporate Plan. For a breakdown of the various areas and sub-areas, we cover, see the diagram below, figure 1.1.
Publications, Advertising and eMarketing Publications
Advertising
eMarketing
Corporate/Faculty Publications
Search Marketing
Branding
SMS/MMS/WAP
Viral
Green Marketing
Broadcast
Banner Marketing
Image Library
Online
Microsites
Style Guide
Outdoor
Social Networking
Direct Mail
Media buying
Email Marketing
Fulfilment
Search Engine
Data Protection (Marketing support)
Multimedia
Figure 1.1 the areas within Publications, Advertising & eMarketing To ensure our marketing activities are cutting-edge and to strive towards a position of innovation within the Higher Education sector, we will be working towards the following objectives in the 2009/10 academic year. Operational priorities
We will promote our work, our priorities and our processes to the internal audience through handbooks/Bulletin articles/work schedule/intranet etc. We will promote and showcase, the marketing database, encourage other central units/Faculties to adopt a system of recording Return on Investment (ROI) on marketing activities and publish regular reports to all stakeholders to keep them abreast of our major projects. We will re-launch our area of ANET (www.anglia.ac.uk/pae) and ensure this is a useful resource for our customers and an area for us to showcase our achievements. Key features of new intranet area will include: • Marketing toolkit. • Strategy in each function. • Bios of our team. • Faculty support area. • Useful downloads. • Examples of each function. • Planning your marketing area.
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We will run 20 workshops on 10 key areas of marketing, including: advertising, green marketing, video marketing, branding, prospectus process and eMarketing. We will also run specialised copywriting sessions for interested stakeholders. We will regularly meet with Faculties to underpin our Faculty buddy scheme. We will target and promote ourselves to the external audience through our awards programme. We will ensure we submit our work for external acclaim/approval and become more experienced in promoting our work for critique/praise, thus building on the 08/09 period Bronze Heist award that the team won for our Part-time Catalogue. We will research launching a suite of templates to enable our Faculties to produce cost effective, bespoke and professional adverts, leaflets etc. quickly, and effectively. Print priorities
We will re-tender for our generic and variable data print suppliers to drive down costs, and enhance service delivery. We will further enhance our variable data (personalised) suite of publications (including postgraduate and part-time catalogues). We will increase and enhance, our print on-demand offerings in-line with our University’s environmental commitments. We will improve our harvesting/storage, and content, of valuable case studies by confirming our sole contact within our team, Emma Sands (emma.sands@anglia.ac.uk), to maintain the database and to ensure we have a current and vibrant, source from which we can draw resources when required, and provide case studies to Faculties for their promotional activities. We will relaunch the entire suite of Departmental/course brochures, fifty in total, to ensure they are consistent, professional and relevant to the target markets. We will develop and build on our University’s brand guidelines and Corporate style guide and relaunch to all stakeholders. We will publish a Green Marketing manifesto for our team to ensure we are working within, and beyond our University’s environmental policy, click: www.anglia.ac.uk/greenmarketing We will produce a handbook for our image library and invite feedback and publish news (such as new photos online etc) to its key stakeholders. Click: www.anglia.ac.uk/handbook We will produce best practice guidelines for marketing activities on Data Protection to guide our own direct mail activities and to act as a benchmark for others within our University. We will increase liaison with Faculties to encourage a consistent style and to manage the brand consistently across all Faculties. We will offer support in the way of templates, to drive down costs and to encourage printed publications being produced centrally as we offer greater cost benefits and added value, in the way of marketing expertise. We will publish a monthly update/report for all key stakeholders on forthcoming/current campaigns and to promote the success of past campaigns. Direct Mail priorities
We will increase the postgraduate direct mail offering to support our development in this key market segment. We will increase the part-time direct mail offering to offer holders to encourage conversion. We will select a more effective direct mail provider, involve key stakeholders within this selection process and inform, and educate, the wider university on the benefits of the new supplier.
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Your Publications, Advertising & eMarketing team We will improve tracking, via sophisticated key coding, to enhance our Return on Investment (ROI) analysis in all direct mail activities to get best value spend for marketing budget. We will kick-off a project to revolutionise our University’s maps including on, offline, and in all handheld devices. We will publish a monthly update/report for all key stakeholders to update on forthcoming/current campaigns and to promote the success of past campaigns.
We will reduce our print advertising presence and opt to maximise marketing spend on more targeted, online and cost-effective channels. We will improve tracking of Return on Investment (ROI) in all advertising to get best value spend for marketing budget. We will publish a monthly update/report for all key stakeholders to update on forthcoming/current campaigns and to promote the success of past campaigns. FT Undergraduate (UK/EU domicile)
Online/electronic marketing
We will assist External Liaison in launching an Anglia Ruskin Virtual Open Day, initially for FT UG market, on the Anglia Ruskin website. We will increase the use of targeted email marketing to replace some traditional direct mail activities (rationale; direct mail has an average response rate of 1% whereas email marketing has 20 – 25%, increased benefits to environment and more cost effective and flexible to respond to changes in market needs/timely and accurate provision of information). We will enhance/increase the use of mirror campaigns whereby the offline leads seemingly into a solid online presence which gives real added benefit and the ‘wow’ factor for potential students (personalised prospectus/virtual visit etc.). This will enhance browser’s personal journey from seeing a campaign, to visiting the microsite, through to receiving the direct mail pieces. We will improve, and enhance, the media rich content on the website (pending approval of Anglia Online phase 2). We will develop the eMarketing brand guidelines. We will publish a schedule of targeted email marketing campaigns across the whole operation to trial this channel to market on our customer base. We will establish our social media strategy and trial this channel as a cost effective route-to-market. We will establish, and test, a more comprehensive search marketing (pay per click (PPC)) strategy to ensure we are consistently promoting our campaigns on all major search engines. We will encourage Faculties to promote courses via targeted email marketing and to trial more eMarketing campaigns (this includes education in how it works etc). We will improve tracking of Return on Investment (ROI) in all eMarketing activities to get best value spend for marketing budget as well as improving campaigns to convert open rates to click-thru rates to conversion rates via a sound CRM (Customer Relationship Management) process. We will publish a monthly update/report for all key stakeholders to update on forthcoming/current campaigns and to promote the success of past campaigns. Advertising (including mobile marketing)
We will market research/trial and increase our mobile marketing activities, focusing on Open Day pre-registrant segment, as an opt-in marketing channel. We will increase the use of Bluetooth technology in our outdoor advertising where appropriate. We will develop our advertising brand guidelines. We will increase our online/reciprocal web listings on key, relevant, sites via web banners, or reciprocal links. We will continue to create a strong outdoor presence via impactful outdoor advertising placement to further reinforce the key messages and secure our Vision. We will plan, and buy, all media bookings in-bulk to improve both planning and spend.
To ensure recruitment remains stable and we reach any future capped figures through innovative Clearing and marketing campaigns that embrace new media and the social media forums, and highlight Anglia Ruskin as a forward-thinking, modern University. To increase the presence of Anglia Ruskin within social media through advertising, ie web banners and profiles, by the end of August 2010. To promote the undergraduate personalised prospectus as a key medium and increase use of this by 30% more than last year. This is to be actioned by November 2009. To increase the innovative nature of undergraduate direct mail, through printing techniques and new technology to complement our direct eMarketing and to produce more cost-effective publications. This is to be actioned by December 2009. To increase conversion from registration through to attendance of Open Days through refreshed publications, direct mail and innovative advertising. This is to be actioned by December 2009. FT Postgraduate (UK/EU domicile)
To increase full-time postgraduate recruitment, through profile raising and recruitment marketing campaigns. To raise awareness of our full-time postgraduate portfolio online via sites such as Hotcourses, Prospectus, Studylink and Hobsons. To undertake competitor and comparator research and analysis into best practice in the field of postgraduate recruitment, including direct mail, literature and advertising (on and offline). To develop and maintain a full-time postgraduate direct mail schedule. To undertake focus group research on full-time postgraduate prospectus, including review of format, images, content and navigation. PT (UK/EU domicile)
To develop a creative, costed marketing plan for part time recruitment (all levels). To produce a refined direct mail schedule for PT market. Key areas in development include: • Generating enquirers – PT campaign. DM, including email. • Converting enquirers to applicants – PT catalogue and more personalised letter and follow-up letter. • Offer holders to acceptance – PT offer holder pack. To conduct market research in the part-time area that will guide and lead the marketing plan and strategy via mini survey/employer research/marketing metrics. Key areas in development include: • Employer research. • PT catalogue focus groups. • Mini online survey – part-time promotion.
To find out more: Click: www.issuu.com/pubsadses for our suite of publications, Click: www.anglia.ac.uk/pae
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Graduation Ceremonies 2008 June Petrie, Co-ordinator – Graduation Ceremonies Objectives for 2008 graduation ceremonies.
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To implement the online ticketing system for students, to confirm their attendance and purchase guest tickets.
Source a large venue in Chelmsford to reduce the number of ceremonies.
Condense the number of Graduation days in Cambridge.
The online ticketing system went live in August 2008 and closed on 17 October 2008, enabling 2,888 students to go online and purchase up to 7,114 guest tickets. The online ticketing system did not affect the number of students applying to attend their Ceremony with numbers up in Cambridge, but a slight drop in Chelmsford. The Chelmsford figures were down due to a number of award boards taking place in late in October, thus missing the 30 September deadline. Whilst it was made easier to purchase guest tickets online, we did see the number of overall tickets purchased drop. There was a slight drop in Cambridge, with students purchasing 2.4 tickets and Chelmsford 2.52 tickets.
The task of sourcing a venue for 1,000 persons in the Chelmsford area, with facilities for students and guests with disabilities, was more of a challenge. After researching possibilities and a number of site visits, it was decided to look at a temporary structure. A company which are experienced in supplying quality, hard-sided pavilions for prestigious events, such as graduation ceremonies, was awarded the contract to supply both the ceremony pavilion and post-ceremony marquee on our Rivermead campus. This enabled us to accommodate 1,000 people per ceremony, and reduce the number of ceremonies from 12 in 2007, to 7 in 2008. The ability to design our own stage which accommodates wheelchairs was another benefit of using this temporary structure, with state-of-the art plasma screens and audio equipment, guests at the back of the pavilion were able to see and hear clearly what was happening on stage, and feel part of the event. The objective to reduce the number of days in Cambridge from 3 to 2, with an extended lunch hour to accommodate the honorary awards, was achieved by adjusting the ceremony times, to 10.30, 14.00 & 17.00. Whilst there was concern regarding the late 17.00 ceremony, student uptake at these late ceremonies was not affected.
Looking ahead – priorities and objectives for 2009/10 To continue the post-ceremony refreshments in Cambridge whilst the building plans are implemented on the Cambridge campus. To manage Graduation Ceremonies as cost effectivity as possible.
To maintain ticket price for students’ guests at an affordable level.
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Anglia Online Fiona Loveday – Web Manager Overview
End-of-year report 2008/9
The Anglia Online team was formed as part of the ISMS/Marketing Anglia Online project. The team is responsible for ensuring our University’s website is consistent, coherent, accurate, innovative and engaging, in terms of graphical design, content, information architecture, accessibility, usability, and legal compliance. This is achieved by working with Faculties and Support Services to rationalise structure and content; providing comprehensive guidelines to the dispersed web authors; and providing support and advice when required. Close collaboration with ISMS is also required to drive forward new developments in design and functionality.
Development work Creation and launch of three, student-focused information pages for the three main student types: undergraduate, postgraduate and part-time. Held focus groups, facilitated by an agency, to inform the revised navigational structure for our marketing website. Successful launch of a fully revised and updated ‘Your University’ section containing more information about our main campuses and regional partners. This also introduced a new architecture for background information about Anglia Ruskin. Worked with the Student Money Advice and Rights Team to develop and publish a new, user-friendly student finance section for the marketing website. Revised Commercial Support section launched, after liaison with RDCS. We launched a new Student Essentials section, containing all the information a prospective student would need. Transferred all Corporate Marketing internal support content from marketing website to ANET. Development and launch of a new horizontal, top-level navigation to sit across the entire marketing website, ensuring users can get back to the top-level pages easily, from wherever they are on the site. Changes to page structure and meta data format to assist with Search Engine Optimisation. Worked with Alumni team to create a new structure for their section of the site. Worked with Publications, Advertising and eMarketing team to develop, and enhance, the online prospectus. Worked with Estates and Facilities to create a revised student accommodation section. RDCS internal support content moved from marketing website to ANET, also worked with various members of RDCS to update the information architecture for their support material. Created a new, modern, microsite design which has been utilised for Clearing and Open Days. Designed the forthcoming staff and student portal, and a new look for ANET. Developed a revised information architecture for the forthcoming staff and student portal.
Highlights from the year
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We introduced a horizontal navigation system to the marketing website (www.anglia.ac.uk). Information on our website is siloed, to a degree, by our organisational structure. The new menu ensures that however deep a user goes into a section of the website they can easily return to the top-level information without the need to navigate via the homepage.
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We developed a completely revised online prospectus which enables significantly more information to be displayed in a pleasing, and easy to use way. The new prospectus also incorporates course-specific application information so the applicant is directed to the right place from the course page. The new prospectus is now the only place where course information is available, meaning prospective students know they have found the most up-to-date, and relevant content.
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We created a new, fresh and modern microsite design which has been used for the Clearing, and Open Day microsites. The new design makes better use of screen space, and the large banner area enables each one to be branded to match the associated campaign. The design is very flexible so can be rolled out more widely with some further development.
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We developed a new design and top-level information architecture for the new staff and student portal and ANET. A new design has been developed which has common elements with the marketing website, but retains a distinctive feel. The revised top-level information architecture should make it easier for staff, and students, to find the information they need.
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We have worked with a number of Support Services to move internal support information from the marketing website to ANET. Our marketing message can be confused because there is no definitive split between internal support content, and external marketing material. First steps have been made in designating ANET the only area for internal information, and ensuring only marketing information is available from the marketing website.
Maintenance work Developed, and published, a homepage banner booking policy to ensure the limited space can be utilised for all Faculties, and externally-facing Support Services. New and comprehensive Communiqué web author guide written and circulated. Continue to be responsible for approving all marketing web pages prior to publication. Have worked with all web authors to reduce duplication of information in different areas of the website so there is only one definitive source which is maintained by the 'owner' of that information.
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Looking ahead – priorities and objectives for 2009/10
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Development
Work with Faculties to rationalise their marketing content and develop ANET areas for internal support information. Work with additional Support Services to rationalise their marketing content and develop ANET areas for internal support information. Improve provision for using images on the marketing website. Develop a video paragraph for Communiqué. Further adapt microsite template for wider use, giving choice of colours/themes. Work with Support Services to develop revised information architecture for their ANET sections. Work with ISMS to further develop the forthcoming staff and student portal. Start scoping exercise for implementation of a new Content Management System (CMS) in conjunction with ISMS. Work with ISMS to develop a plan for the implementation of a new CMS. Maintenance
Host web author lunches so dispersed authors can meet us, and each other. Develop a web author forum where web authors can discuss their web issues and receive advice/support from other authors and ourselves. Create a guideline document on how to ensure each page is fully optimised for search engines. Ensure all relevant staff are receiving web stats so they can effectively manage their areas of the website.
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Corporate Marketing Organisational Chart
Director of Corporate Marketing Customer Relations Admissions Anglia Online Corporate Communications Publications, Advertising & eMarketing External Liaison Market Research Administrative Assistant Community Development Graduation Ceremonies & Events Total staff
* As at 1 September 2009 Director of Corporate Marketing (Chelmsford)
Customer Relations Team Leader (Chelmsford)
Chelmsford
Ashcroft Reception
Administrative Assistant to the Director (Chelmsford)
Senior Market Analyst (Chelmsford)
Anglia Online Manager (Chelmsford)
Head of Admissions (Chelmsford)
Senior Adviser (Accreditation) (Chelmsford)
Senior WP Officer (Chelmsford)
Senior Marketing Executive (Cambridge)
Editor (Chelmsford)
Senior Admissions Officer (Chelmsford)
Senior Admissions Officer (Cambridge)
External Liaison Administrator (Chelmsford)
WP/AimHigher Officer (Chelmsford)
Senior Marketing Executive (Cambridge)
Admissions Officers x8 (Chelmsford)
Admissions Officers x7 (Cambridge)
External Liaison Administrator (Chelmsford)
WP/AimHigher Officer (Chelmsford)
Senior Marketing Executive (Chelmsford) maternity cover
Admissions Administrators x3 (Chelmsford)
Admissions Administrator x1 (Cambridge)
WP/AimHigher Officer (Cambridge)
Senior Marketing Executive (Chelmsford)
Community Development Manager (Cambridge)
Bulletin Producer (Cambridge)
Community Development Administrator (Chelmsford)
Education Liaison Officer (Cambridge)
Open Day and Events Coordinator (Chelmsford)
Community Development Administrator (Cambridge)
Education Liaison Officer (Chelmsford)
External Liaison Manager (Chelmsford)
Cambridge
Helmore Reception
Senior Customer Relations Adviser
10 x Customer Relations Advisers
3 x Customer Relations Advisers
1 20 26 2 2 7 11 2 1 3 1 76
Market Analyst (Chelmsford)
Publications, Advertising & eMarketing Manager (Cambridge)
Corporate Communications Manager (Chelmsford)
Contact Centre 2 x Senior Customer Relations Advisers
2008/9 –
Staffing
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Co-ordinator of Graduation Ceremonies & Events (Chelmsford)
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Marketing Executive (Cambridge) maternity cover
CRB Administrator (Chelmsford)
CRB Assistant (Chelmsford)
Marketing Officer (Cambridge) Technical Support Officer (CRM)
Staffing 1 20 26
Market Research Amber Stephenson, Senior Market Analyst Tel: 0845 196 4704
Corporate Communications Andrea Hilliard, Corporate Communications Manager Tel: 0845 196 4727
Publications, Advertising & eMarketing Jeanette Ariano, Publications, Advertising & eMarketing Manager Tel: 0845 196 5918
Customer Relations Madeline Newton, Customer Relations Team Leader Tel: 0845 196 4009
Graduation Ceremonies June Petrie, Co-ordinator – Graduation Ceremonies Tel: 0845 196 3168
External Liaison Rachel Nedwell, External Liaison Manager Tel: 0845 196 4705
Anglia Online Fiona Loveday – Web Manager Tel: 0845 196 4370
Media Services 4574/10.09/JB
Admissions: Pat Watson, Head of Admissions Tel: 0845 196 4888
Marketing PP619
For more information contact:
Director of Corporate Marketing Customer Relations Admissions A