the new laws of attraction
TRANSCRIPT
15/04/2023
11
THE NEW LAWS OF ATTRACTION – GROWING YOUR APPLICANT POOL
EARLY ENGAGEMENTLauren Duncan: Senior Sales Manager
OVERVIEW
1. Defining the Pre-HE Market
2.
3.
4.
Why should you be interested in Pre-HE?
UCAS Media Pre-HE Audience
UCAS Media Pre-HE Proposition
Research now indicates that young people are considering their higher education and or career options from as early as Year 10
The Pre-HE Market is no longer the narrow window between the final year of school and making their application to university or pursuing apprenticeships, distance learning or employment
The Market is vast and not limited to the individuals themselves but a wide spectrum of influencers including teachers, parents, siblings and even peer relationships
THE PRE-HE MARKET
WHAT DO WE KNOW ABOUT THIS AUDIENCE?
whether is it further education, careers or work
based learning opportunities, young people are engaged and interested in the options available to
them
with facebook and twitter at their grasp young people
have vast platforms to interact with their peer
group and have their say
younger students are far more mature and considered in their
decision making process than perhaps
perceived
WISER
1
with the continued domination of social
media in young people’s lives, information is a
click away
TECH SAVVY
2ENGAGED
3OPINIONATED
4
WHAT ARE THEY ASKING?
‘Worried that I might not choose the best University for my needs -
what should I be looking for?’
‘Online test – to see what course you might be interested in if you are
having difficulty deciding’
‘Best subjects to take to suitparticular courses’
‘Still unsure on course –information on what type of
jobs are available forwhich course’
‘I am not sure whereto even start’
SEPT JULYYR 10 YR 11
SEPT JULY
FUTURE OPTIONS& ASPIRATIONS
Choosing FE provider
FUTURE OPTIONS Choosing HE/post 16 options
Developing skills Choosing qualifications for future career
RESEARCH BEHAVIOUR
Picking optionsand FE provider
90% have already started research
Changes in offer making, less unplaced &
clearing
RESEARCH BEHAVIOUR
SEPT JULYYR 12 YR 13
SEPT JAN 15TH
78% already started researching
89% of those left– start research Shortlists made Review of shortlist
- unplaced
AWARENESS – EMOTIONAL CONNECTIONS
Awareness – Emotional connectionsHIGHER EDUCATION ASPIRATIONS
• Student characteristics• Personal attributes• Parents, advisers• Online display• Past experience
• Environment• School / college
characteristics and actions
• HEP actions
• HEP characteristics• HEP actions• Search, reviews,
experience• League tables
Enrolment, student experience, alumni feedback
ConsiderationHIGHER EDUCATION ASPIRATIONS
Intent, decisionHIGHER EDUCATION ASPIRATIONS
RIGHT MESSAGE, RIGHT TIME
Over 50% have direction in mind at 16
External factors, time to influence
Want advice & Information KS 4 and 5
decision making
Less than 1/3 choose GCSE or equivalent based on University
choice
NOT TOO EARLY
1
90% start researching pre Yr 12
Apart from schools liaison, what’s your
direct contact?
NOT TOO LATE
2RIGHT TIME
3RIGHT
SUPPORT
4
RIGHT MESSAGE, RIGHT TIME
Further on in decision making process
Chance for HEP to offer support to schools
With caution – secondary messaging
INFO – SCHOLARSHIPS & BURSARIES
5
With caution – some more relevant than
others
OPEN DAY DATES, LEAGUE TABLES, JOB
PROSPECTS
6CLEAR COURSE
CONTENT - COMPARISON
7PERSONAL
STATEMENT
8
WHY SHOULD YOU TARGET THIS AUDIENCE?
Decisions are being made earlier
Brand penetration from an earlier age essential
Your competitors already are!
Young people want to hear from you
The market place has become far more commercial – proactive and earlier engagement is essential
UCAS PROGRESS
Search and Apply function for Year 10 and 11 students
Current National Roll out project underway
With all young people under 18 in England now required to stay in Education or Work Based learning UCAS Progress offers an important source of IAG
IAG SEARCH FAVOURITES
Clear information, tools and advice to
help them understand their options
Search for vocational and academic courses anywhere
they want, regardless of geographic boundaries
Keep a record of favourite courses
that they may want to apply for
HOW UCAS PROGRESS WORKS TO ENGAGE YOUNG PEOPLE
UCAS EVENTS & CAREER FAIRS
Circa 50 events around the UK
Approximately 280,000 visitors in attendance all pre-registered
88% of visitors planned to visit a university they’d found out about at a convention 74% intended to apply to a university they had learnt about at a convention
New exhibitor service for 2015
Digital solution for individual visitor data capture
Facilitates easier engagement and more effective conversations
EVENTS BARCODE SCANNING
PRE-APPLICANT
Our pre-applicant data, collected through live events and individual registration, provides a tightly targeted database for early engagement
Individual registration provides clear direction for UCAS’ IAG and marketing activities
Prospective students asked questions relating to;SchoolSubject Preferences (currently studying x 3
subjects)Current year of StudySubject Choices for HE study x 3 subjectsCommunication preferences (email, post, SMS)TelephoneMobile noInterest in studying overseasInterest in a GAP Year
UCAS.COMNew Look for 2015
Following extensive analysis and research of UCAS.com the look, feel and functionality has been re-shaped to provide a more effective user experience
Our site will now be audience led with distinctive IAG and services for;
StudentsInfluencersAdvisersProviders
UCAS has a unique and engaged digital audience to interact with
UCAS Video Channel
74% of 16-24 year olds watch short video clips on their phone
This channel is designed to support young people intheir education and brand decision making – all contenton the channel will be advice-driven.
18-34 year olds spend 50% more time watching online video than TV
REACHING AN EARLIER AUDIENCE
Digital Advertising
Highly engaged audienceGeo targeted advertisingBanner ads and MPUSponsored contentNative ads – Information HubAdvertise FE and HE courses, links
YR 10 YR 11
REACHING AN EARLIER AUDIENCE
YR 10 YR 11
NewslettersOptions for ads with links or advertorialRegional variationsOpportunity to offer IAG – bridge the gap
Bespoke email campaignsTarget by location, age or year group and genderPersonalisation, testing, longevity in message
REACHING THE PRE-APPLICANT AUDIENCE
Digital Advertising
UCAS.com now audience led
Advertising can be targeted to IAG pages;StudentsParentsAdvisersInternationalPostgraduateAlternatives to university
YR 12 YR 13
CASE STUDY – PRE APPLICANT CAMPAIGN
Clicks >> 591CTR >> 0.25%
Edge Hill UniversityEdge Hill were keen to engage with pre-applicants utilising mobile web inventory.
Their advert ran exclusively on mobile impressions of UCAS.com and achieved strong results and ROI with increased traffic to their website.
REACHING THE PRE-APPLICANT AUDIENCE
Via the UCAS Open Days Search Tool, institutions can host a free open day profile for pre-applicants and applicants
UCAS Media offer enhanced profile opportunities with additional advertising and MPU/Video placements
YR 12 YR 13
University of Bolton recently ran a successful Open Days campaign on UCAS.com
REACHING THE PRE-APPLICANT AUDIENCE
Subject Specific Advertising
Small keyword adverts available along side specific courses within UCAS course search
Keywords are booked on a monthly basis with separate search functionality during clearing
Can be targeted to specific year of entry
YR 12 YR 13
REACHING THE PRE-APPLICANT AUDIENCE
• Year 12 and 13 data• Collected through UK schools
and colleges via school outreach and events
• Students sign up to receive up-to-date information from higher and further education establishments, career opportunities and commercial
• By email or direct mail• Filter by:
Students’ subject of choiceSubject currently studiedDomicile (postcode or region)Preferred region of study
• Data available from January of school year 12
• For example PAD 16 available from February 2015
• Pre-applicants can be contacted directly until they apply
WHAT IS PAD? WHEN? HOW?
YR 12 YR 13
UCAS Video Channel
The video channel will be promoted via a number ofchannels including online advertising across ucas.com,UCAS and UCAS Media social media channels andemail marketing.
YR 12 YR 13
For our clients, there are four different ways to advertise;
• Video content• Pre-roll video ads• Display ads• Section/channel sponsorship
REACHING THE PRE-HE INFLUENCERS
Digital Advertising placement and specific IAG pages according to audience requirements
MPU and video content are amongst the most successful on these pages
TEACHERS ADVISORS PARENTS
CASE STUDY – PARENTS CAMPAIGNClicks >> 119CTR >> 0.36%
Edinburgh Napier UniversityFollowing their own success targeting parents for open day engagement Edinburgh
Napier were keen to run an open days campaign specifically aimed at parents.
Their advert ran on the parents section of UCAS.com and achieved strong results and ROI with increased traffic to their registration pages as well as open day attendance.
CASE STUDY – PARENTS CAMPAIGNClicks >> 119CTR >> 0.36%
Edinburgh Napier University“We were delighted with our parents open days campaign via UCAS Media and saw a marked improvement in traffic to our open days pages as well as converting more leads for the days themselves”
(Rachel Fraser, Edinburgh Napier)
REACHING THE PRE-HE INFLUENCERS
TEACHERS ADVISORS PARENTS
Monthly digital newsletters are sent to our parents and advisers databases. These contain key UCAS information and options for commercial advertising content
NEWSLETTERSAnnual Parents and Advisers publications distributed online, at events or on request. Standard publication advertising available to HEP clients
PUBLICATIONS
By Monthly hard copy UCAS packs delivered to UCAS Advisers in Schools and Colleges. Commercial inserts available
UCAS DIRECT MAIL
STICK TO THE 3 R’s
Clear, concise information
THE RIGHT INFORMATION…
1
You must know what phase of research they are currently going through, what are the current questions they are likely to want answers to
AT THE RIGHT TIME…
2
Using student segmentation to
ensure that you are contacting the right
cohort
TO THE RIGHT PEOPLE…
3