CRM at University of Nottingham Malaysia Campus

Stephen DoughtyVice-Provost (Teaching and Learning) University of Nottingham Malaysia Campus

Overview • Context of the University of Nottingham

– Branch Campus vs Home Campus– Recruiting Institution vs Selective Institution– Challenges in student recruitment

• Experience in use of CRM– Hobsons EMT Connect– Hobsons EMS Made Offer

• Conclusion

Malaysia Campus1998. Invited by then Education Minister Dato’ Sri Najib Tun Razak to Establish a Branch Campus.

Fully Integrated Branch Campus of the University of Nottingham UK.MQA Self Accrediting Status, May 2010.Tier 5 (Excellent) SETARA’11 Rated.MYRA 3* rated 2012.

The Concept• A UK style education – curriculum, pedagogy, systems,

language, resources• The “Nottingham” experience – leadership from

seconded staff• Multi-campus schools – academic units at the

campuses are part of the School at the UK campus• Student exchange and mobility• International staff and international students• Research active• UK in origin and style but locally embedded

Malaysia Campus - A Brief History

• Initially located at Wisma MISC, Jalan Conlay, Kuala Lumpur.

• Programmes in Electronic & Electrical Engineering, Business Studies and Computer Science.

• First Student intake; September 2000.

• Student Numbers

2000-01: 86

2001-02: 196

2002-03: 435

• Malaysia Campus: A Brief History

• Initially located at Wisma MISC, Jalan Conlay, Kuala Lumpur.

• First Student intake; September 2000

• First Postgraduate Graduation; January 2002

• First Undergraduate Graduation; January 2004

• Moved to the new campus at Semenyih; September 2005.

• Around 4800 students as of October 2013.

Student NumbersTotal International

• Sept 2003 650 162 (25%)• Sept 2004 950 230 (24%)

• Sept 2005 1400 420 (30%)• Sept 2006 2000 600 (30%)• Sept 2007 2750 986 (36%)• Sept 2008 3224 1213 (38%)• Sept 2009 3520 1337 (37%)• Sept 2010 3780 1436 (38%)• Sept 2011 4170 1550 (37%)• Sept 2012 4679 1526 (33%)• Sept 2013 4774 1437 (30%)

Aug-07

Aug-08

Aug-09

Aug-10

Aug-11

0

100

200

300

400

500

600

Academic

Support

Total

2007 2008 2009 2010 20110

5

10

15

20

25

30

35

40

45

50

Undergraduate

Post Graduate

2007 2008 2009 2010 2011 20128

10

12

14

16

18

20

Mar-08 Mar-09 Mar-10 Mar-110

500

1000

1500

2000

2500

3000

3500

4000

Foundation

UG

PGT

PGR

Total

Staff

ProgrammesStudents

Number of

Schools

Student Growth• Steady numbers growth over the years• In line with projections and plans• Healthy mix of local and international students

All managed with “traditional” recruitment methods

…. So why the discussion of CRM ?

• Realisation that sustaining larger intakes in an increasingly competitive arena meant the need to change approach.

• Changing expectations of prospective students.

The Branch Campus problem …• Nottingham University in the UK is SELECTIVE

• UNMC is RECRUITING

The UNMC CRM Experience

Hobsons EMT connect• Implemented in Jan 2013

– Targeted communications to prospects– Scheduled and ad-hoc communication plan

• Required internal process changes– Greater engagement from Faculties– Data cleansing required– Refined processes

• Outcome – improvements in comms quality• Outcome – more strategic comms• Outcome – better tracking and efficiency

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18/03/2013 22/03/20133054 3052762 1019160 249

8 12Click on application 30 42

38 59Click on foundation link 13 16Click on planned activities and events link 94 139Click on programmes link 34 60

8 11Replied to Enquiries

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Total ReceivedViewedClick on any linkClick on accommodation link

Data Tracking:Open Day email alert (March 2013)

Hobsons EMS – Made Offer• Trialled in Aug 2013

– Improve communication to offer holders– Improve offer-to-enrolment conversion

• Phased Trial– September 2013 intake

• Removed agent-managed offer holders• Control group• Hobsons “Made Offer” group

– April and July 2014 – Foundation intake

Offer-to-Enrolment Conversion

Total September 2013 56%Hobsons “Made Offer” 61%Non-Hobsons 52%

Difference +9%

Difficult recruitment Year – massive reduction in international recruitment due to visas – lots of offers made but few enrolments – affected %

Note: More analysis under way on these numbers

Conclusion

• Student Recruitment key to UNMCs ongoing growth and success

• CRM needs to be a significant part of the offering to meet those ends

• Nottingham successful implementation of Hobsons CRM platform

Thank You!

Questions and Comments please