meeting the needs of employers and the local community

October 2015 Meeting the needs of employers and the local community www.rcu.co.uk

AoC Y&H Press and Marketing Network

Franklin College, Grimsby

http://www.rcu.co.uk/


MiDES LMI Tool / Vector / Area Reports

Meeting the needs of employers and the local community



Local Area Summary

• What are the biggest and fastest growing occupations in the local area?

• What occupations have the highest skills shortages?

• What are the local skills Priorities identified by the LEP?

• How do occupations map to industries?

• Is there an adequate supply of skills in the local area?

• What is the college’s current expertise / market strength in apprenticeships?

• What apprenticeship frameworks should the college seek to develop to address

local skill needs?



• Provides insight into skills demand and supply at a regional and sub-regional

level (including LEP, county council and unitary authority areas);

• Easy to use online tool;

• Highly visual and interactive format, including maps, charts and tables;

• Developed in partnership with the Association of Colleges;

• Endorsed by UKCES;

• Built within the MIDES / FE Data Hub website https://mides.rcu.co.uk/;

• Unlimited number of users per college.

What is the LMI Tool?


https://mides.rcu.co.uk/


Local Area Summary

The Area Summary Dashboard displays the top occupations, industries, skills shortages, priority sector and apprenticeships in the selected area.



Maps of Occupation / Industry / Apprenticeships



Occupations Summary

The LMI Tool enables also provides a more detailed information on local demand and supply for occupations, industry and apprenticeships.



Skills Supply vs. Skills Demand

LMI Too Dashboard



• Digital Creative, Science and Technology is identified as a LEP priority;

• Within this area there are 380 apprentices being trained on Framework 418;

• Identified as an opportunity for the College who are currently not in this market;

• Other Colleges currently have 16% of the apprenticeship market;

• Despite being a priority skills area the proportion of overall apprentices in the area is lower than the regional and national average;

• Data presents an opportunity for the College.



• Programmers and Software Development Professionals identified as a growth area;

• Forecast 7% growth in jobs by 2020;

• 26% of employers report Skills Shortage Vacancies;

• Concentration of overall jobs in the area slightly above the national average;

• Opportunity for further Skills development.



Helps inform strategic decisions, e.g.

“Should we invest in this area?”

Analysis should also consider level of

skills required to identify whether skills

need can be met by apprentices.

Matching Skills Demand to Skills Supply

Skills Equilibrium Matrix



RCU Vector Market Intelligence Tool

Detailed learner market intelligence for your local recruitment area



In response to college feedback and growing demand, we have made a number

of significant updates and enhancements to the Vector market intelligence tool:

New Features

• LEP area analysis;

• A new competitor analysis table;

• Enhanced provider ranking table (including schools data);

• New analysis by qualification type;

• Enhanced school leaver forecast (including forecast by school);

• New analysis of sub-contracted provision; and

• Addition of 24+ advanced learner loans.



• Recruitment Areas can be designed in a number of ways and are agreed with the

College prior to carrying out any analysis.

• Designed to be representative of the local catchment area served by the College.

Local Recruitment Area Summary



• Example shows high market

share for Level 2 Health,

Nursing and Social Care

around College campuses.

• Market share drops very quickly

between inner and outer wards.

• Compare to provider analysis

charts to find out where else

learners go to study.

Example Market Share by Ward Area



• Chart shows the volume of learners at the college and other providers (by type).

• Chart can be broken down by year, funding model, subject area, qualification level and

recruitment area (down to local authority ward).

Example Learner Volumes by Provider Analysis



• Chart shows three year recruitment trend for the college and other providers (by type).

• Can also be broken down by year, funding model, subject area, qualification level and

recruitment area.

Example Recruitment Area Change



• Chart shows course level enrolments at the college and other providers (by type).

• Can be broken down by year, geography, subject area and qualification level.

• Can be used to planning and to identify strengths and any gaps in the curriculum offer.

Example Curriculum Analysis Table



• Chart enables you to

compare learner

volumes by subject

and qualification

type.

• Compare your

learner volumes with

other providers

operating in the

same area.

• Drill down into local

authority ward area

for more targeted

analysis.

Subject & Qualification Type Analysis



• Chart shows a five year

forecast of the number of

16 year old school leavers.

• This chart can be broken

down by local authority

ward.

• Can be used alongside

college applications or

enrolment data to identify

areas where the impact of a

declining or increasing

cohort would be greatest.

Year 11 School Leaver Projections



• Shows a list of all KS5 Providers located within the defined recruitment area.

• Can be filtered by area (location of provider) and provider type.

• The academic and vocational figures are based on students at the end of Key Stage 5

study.

Competitor Analysis - Key Stage 5 Provider List



Example Case Study

Priestley Sixth Form College

Campaign to increase perceptions and enrolments in Science & Mathematics subjects



ILR data - Market Share and Learner Volumes • The College uses the Vector

market intelligence to monitor

it’s presence in the local

area.

• College’s market share of A

Levels (all subjects) within

the local recruitment area

was 52% in 2013/14.

• In contrast analysis showed

market share for Science and

Maths based subjects was

consistently lower and falling.

The College Overall 2011/12 2013/14

Mathematics 200 580 38% 35% -3

Biology 150 410 41% 37% -4

Chemistry 140 410 37% 34% -3

Physics 120 310 42% 40% -2

Number of learners (16-18) Market Share Change in

Market ShareA Level Subject Area



Q: What information is available and what options are open to the College to help

achieve their objectives?

• ILR data – A Level demand and student trends

• Local Competition;

• School Performance Tables;

• Perceptions of the College;

• Review of marketing activity.



• Volume of A Level students

enrolled in Science & Maths

subjects at the College has

declined year on year.

• Chart shows a decline of 50 A

Level Maths students at the

College.

• Similar decline within the School

Sixth Forms.

• In contrast numbers attending

another Sixth Form College have

increased slightly in the past two

years.

250

220200

10 1020

160140

150

250230

210

0

50

100

150

200

250

300

2011/12 2012/13 2013/14

A Level Maths (11/12 to 13/14)

Priestley College Other FE Colleges Private Training Providers

Sixth Form Colleges School Sixth Forms Other Providers

ILR data – A Level demand and student Trends



• Performance Tables show a 13% decline in the achievement rate within the local

authority.

• You can also identify best and worst performing schools in the area – could inform

school liaison work.

• The College decided not to low entrance requirements at the risk of falling success

rates.

• Other local providers did lower their entrance requirements last year - more

competition.

2011 2012 2013 2014

England - all schools 59.00% 59.40% 59.20% 53.40%

England - state funded schools only 58.20% 58.80% 60.60% 56.60%

Local Authority 64.30% 62.90% 65.70% 55.90%

% of pupils achieving 5+ A*-C GCSEs (or equivalent) including

English & Maths.Area

DfE – School Performance Tables



Science & Mathematics – 16-18 learner volumes

• The College used the Vector maps to identify population density of target audience.

• This information is used to calculate which bus routes the College should sponsor.

• Paid for bus wrap around banners and adverts to promote Science & Maths at the College.

• College is using this as a platform to improve conversion rate to enrolments.

• Internal analysis shows these students have stronger grades on entry.

Priestley College



• The college has already seen an increase of 16-18 year old students and

market share in some key recruitment areas, equating to an additional 120

learners from just three local wards.

• All of this new activity has been achieved without increasing the College

marketing budget which is now being spent in a more efficient way. Vector

has enabled these efficiency savings to be made by identifying key areas for

expenditure.

Outcomes



Local Area Reports

Summary Market Analysis in your Local Area including Travel to Learn

Analysis



• Provides key data about skills supply and demand in your local area;

• Presented in an easy to ready and highly graphical PowerPoint pack;

• Learner volumes and market share;

• Travel to learn analysis including comparison of performance data;

• Local LEP priorities;

• Analysis of skills needs including skills shortage vacancies;

• Projections of future skills needs in the local community;

• Local community profile including deprivation, socio-demographic trends and

key industries.

Local Area Reports



16-18 Travel Flows – Classroom Learners Living In Stockport and Travelling Out

16-18 Classroom Learning Location

All Learners Cheadle and Marple Sixth Form College

Other FE Colleges

Private Sector Public Funded

Sixth Form College

School Sixth Form

Other Public Funded i.e. LA's

& HE

All Learners 6,380 1,070 1,870 270 2,450 710 20

Learning in Stockport 4,340 1,070 1,140 170 1,630 330 10

Learning outside Stockport

2,060 0 740 100 820 380 20

Manchester 1,340 0 390 50 800 80 0

Cheshire East 310 0 130 0 0 180 0

Trafford 170 0 50 10 0 100 0

Tameside 100 0 70 10 10 <5 0

Salford 70 0 60 10 0 0 0

High Peak 20 0 10 <5 0 <5 10

Bolton 10 0 10 0 0 0 0

Oldham 10 0 10 0 0 0 0

Oxford 10 0 0 0 0 10 0

Bury 10 0 <5 <5 <5 0 0

Travel Flows – Learners Travelling out of the Area



16-18 Classroom Learners Living In Stockport Travelling out by Destination

0 100 200 300 400 500 600 700 800 900

Other FE Colleges

Private Sector Public Funded

Sixth Form College

School Sixth Form

Other Public Funded i.e. LA's & HE

Number of Learners




16-18 Classroom Learners Living In Stockport Travelling Out by District

0 200 400 600 800 1,000 1,200 1,400 1,600

Manchester

Cheshire East

Trafford

Tameside

Salford

High Peak

Bolton

Oldham

Oxford

Bury

Number of Learners




For more information contact:

Chris Lee ([email protected])

Tel: 01772 734 855


mailto:[email protected]

meeting the needs of employers and the local community

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