CQUniversity Australia

Transcription

1 CQUniversity Australia Converting interest into student numbers the conversion journey from interest to enrolment Susanne Schick (Marketing) and Susan Collins (Student Centres)

2 CQUniversity Overview Aim to be an engaged university Focus on quality and accessibility 10 campus located in Central QLD and metropolitan cities 20,000 students both international & domestic (undergraduate, postgraduate and research students) Offer over 100 degrees in a number of areas: Built Environment Business, Accounting and Law Education Engineering, Mining and Technology Health and Medical Sciences Humanities, Psychology and Social Sciences Multimedia and IT Music and Theatre Science and Environment

3 CQUniversity Student Profile Undergraduate Students 11,100 undergraduate students 40% 60% gender split (male to female) 85% QLD 45% Fitzroy, 21% Wide Bay Burnett, 19% Mackay, 9% Brisbane and Moreton Postgraduate and Research Students 6,000 students 400 research students 26% interstate students, 23% Brisbane and Moreton, 21% Fitzroy and 12% Mackay 83% study via distance education Access Programs 2400 students Range of programs LIFT, WIST, STEPS and TEP

4 The conversion journey The best University marketing campaign in the world would be doomed without good behind the scenes support from the student administration team. CQUniversity have invested heavily in supporting students in their journey from prospective student to enrolled student and have learnt a few tips and tricks along the way. Excellent results are possible when marketing and student administration join forces for the good of the student.

5 The team Barbara Lawrence Academic Registrar and Director, Student Centres Susanne Schick Director, Marketing Susan Collins Manager, Student Contact Centre Mary McLeod Manager, Student Support Centre Robyn Sherwood Manager, Student Business Centre Andrea Turley Manager, Student Recruitment and Marketing Kirstin Parson Student Communications Officer

6 Student Life Cyle

7 Prospect to Applicant Information Search In person/walk in (Student Centres), in person at events and activities (Marketing) Web, advertising, brochures, PR (Marketing) Word of mouth (students, community, staff, key stakeholders) Information Delivery In person/walk in, CQUni answers (Student Centres) Web, phone, , mail, face to face (Marketing) Relationship and Connection All potential student enquiries are entered into and tracked through the Customer Relationship Management System (CRM), which also plays an integral part in electronic delivery of requests for information via (good for the mail bill!) and is mined for marketing activities on a regular basis All data is captured either electronically or entered by staff Enquiry and dispatch data is reported internally within the groups and is also reported to University Executive

8 Applicant to Offer Marketing Provision of additional information to assist with future studies Scholarship availability Accommodation information Other relevant information All information is filtered from the CRM so messaging is appropriate (e.g. Accommodation information is not sent to local applicants) Student Centres Field enquiries regarding the application process: in person/walk in enquiries, CQUni answers and call centre enquiries Provide comprehensive information online regarding the process (see following slide) Extensive personal follow up with applicants who have not been made an offer

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11 Offer to Acceptance Student Centres Offer packs posted and ed Field enquiries regarding the application process: in person/walk in enquiries, Ask CQUni (online) and call centre enquiries Provide comprehensive information online regarding the process (see following slide) Student support centre follow up preparatory and Start Uni Now (SUN) students Follow up for students who have been made an offer but not accepted Phone Full assistance with the acceptance process! Follow up for students who have not been made an offer

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13 Acceptance to Enrolment Marketing Organise merchandise which accompanies letter from VC congratulating student on their choice 2011 USB s containing all relevant information for new students, plus information on why students needed to use the USB Student Centres Enrolment Made Easy Website Program Planners Dispatch letter from VC and USB to students (plus postcard on how to use) Assistance provided to student to complete online enrolment process (in person/over the phone) Further follow up for those students who have accepted their offer but not enrolled Make students aware of online orientation (through Student Communications Officer) Student Support Centre Student readiness surveying commences

14 Enrolment to Orientation Student Support Centre is the project leader in this phase Information dispatched to students regarding online and other orientation activities Orientation activities are planned to suit student cohorts, not what is convenient for the University On campus activities (traditional university activities such as welcomes, social events, accommodation centred orientation activities) Online orientation for distance students Orientation activities centred where there are cohorts of distance students Liaise with the Faculties/Campuses to coordinate orientation communications Mentor program Sensitively refer students identified as being at risk (through student readiness survey) to support services Make all students aware of services such as the Careers Counselling service

15 The Results

16 Beyond Future developments for the conversion project (and the University as a whole) Extend the program to include the entire student life cycle From prospect to graduation (and beyond) Address attrition Huge investments in identifying and addressing the causes of attrition Work with the Alumni office to encourage life long learning Maintaining connections with students and encouraging them to return for further study Current activities which remain relevant Monitoring programs such as MAP (Monitoring Academic Progress)

17 Contact Details Susanne Schick Director, Marketing Phone: (07) Susan Collins Manager, Student Contact Centre Phone: (07)

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