Orla Tumelty

Increasing the Full-Time Conversion Rate through Customer Engagement

Presentation Outline

Project Outline

Research Methods Used

Research Findings

Available Options

Resources Required

Benefits of the Project

Pros Verses Cons

Risk of not undertaking the Project

Questions and Answers

Project OutlineAim

The overall aim of the project is to identify the current conversion rate of full-time courses from applications to enrolment and increase this rate through effective customer engagement.

Scope

Identify the current conversion rate and conducting research to identify ways of increasing the number of enrolments.

Objectives

To increase the conversion rate of full-time courses by 2%

To increase the number of young protestant males enrolling

Reduce the number of course related queries received by 5%

Justification

“The costs of attracting a new customer have been found to be up to six times higher than the costs of retaining old ones”

Jobber (2004).

Year Applications Enrolments Conversion Rate

2012/13 8023 3774 42.05%

2013/14 7526 3831 50.9%

2014/15 8075 4137 51.23%

Research Methods

Quantitative Research

Previous years conversion rates

GIS data showing the spread of applications verses enrolments

Percentage of enrolments from deprivation areas

Qualitative Research

Telephone interviews with 5 applicants who applied but did not enrol

Telephone interview with Careers Teacher at Bangor Academy as this school has a large intake of young protestant males

Large concentration of enrolments from within catchment areaNotable number of non enrolments from outside catchment area e.g. Derry and Fermanagh

Enrolments by Deprivation Area

Deprivation Group (1

most deprived)

% by Deprivation Group

Applications EnrolmentsNon-Converted

Applications

1 10.9% 8.8% 12.5%

2 15.8% 15.9% 14.2%

3 19.0% 19.4% 17.8%

4 24.1% 23.2% 23.2%

5 30.3% 32.7% 32.3%

Telephone Interview Findings

Interview with applicants

Reasons varied

Want to know more about the course and support

80% preferred to be contacted via email

Interview with Careers Teacher

Careers Teachers need to encourage students

School Partnership is key in transition to FE

There is a need for role models especially with males

1

• Do Nothing• No impact on workload• FLU targets will not be met

2

• Deliver e-communication by subject area• Increase engagement/meet customer needs/VFM• Not fully segmented/reliance on e-Author to develop the online

enrolment system

3

• Deliver fully segmented Communications Plan• Engage fully with customers/increase advocacy• Need attentional resources/increase cost by using several

communication channels

Resources RequiredMarketing Department

Collate text for 212 individual full-time PDFs

Proof read each PDF once designed

Develop text and video content for additional emails

Review relevance of PDF annually and create new PDFs when needed

MILT Department

Design 212 full-time PDFs

Develop technology to send automatic emails to applicants

Cost Benefits of the Project

A conversion rate of 53% on 8075 applications equates to 4279 enrolments, an increase of 142

Additional FLU Income of £482,800

Reduce marketing spend from £4.35 per enrolment to £4.20 per enrolment

Pros V Cons

Benefits

Meet FLU targets

Increase income

Reduce queries

Build trust in SERC brand

Disadvantages

Requires input from two Departments

Time consuming

Requires constant development

Risk of Project not Proceeding

College may struggle to meet FLU targets

Missed opportunity to increase income during a time of budget cuts

May not meet DEL targets (Widening Access and Participation Agenda)

Customer Services having to employ additional staff to deal with customer queries

Any Questions?