Introduction to Undergraduate Student Recruitment

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1 Introduction to Undergraduate Student Recruitment Jonathan Tinnacher Head of Student Recruitment

2 Overview What is in the White Paper? What does it mean for Leicester? Where are we? and what are we doing?

3 White Paper: Students at the Heart of the System Informed Students Driving Teaching Excellence A diverse and responsive sector new mechanisms for student number controls Improved Mobility Through Fairer Access

4 White Paper: Ideological incoherence? More information vs. less guidance in schools Liberalisation of market vs. tighter regulation Reward for attracting students with top grades vs. penalties for not achieving fair access

5 White Paper: An attempt to drive down prices

6 Changes to Student Number Controls In , 65,000 student places freed up by removing AAB students from controls Another 20,000 freed up to create a flexible margin to reward cheaper providers and reward new entrants Grade boundary likely to expand. Flexible margin concept will continue each year.

7 What does this mean for HEIs? Student as customer with access to a range of information Force HEIs to think about their position in the market. Are they a 9k HEI? If not, what markets are they in and at what price?

8 What does this mean for Leicester? Current target intake: 2,500 Current student number control: 2,900 New student number control: 1,850 Need to recruit 650 AAB students to stand still Will face increased competition for these students from all parts of the sector

9 What does this mean for Leicester? And to do this while increasing the number of students from: State schools NS-SEC 4-7 Low Participation Neighbourhoods

10 Our place in the Market Four Characteristics. Inclusive and accessible A friendly and personal experience A commitment to high quality A passion for our work and that teaching & research are synergistic And the evidence to back them up

11

12 Where are we? 2012 entry

13 Open Days Year-on-year increases in attendance:

14 Applications and Admissions Year-on-year increase in UG applications:

15 Admissions grades Increase in A-level tariff

16 *competitors are Warwick, Birmingham, Sheffield, Nottingham and Loughborough. Applications 2012 Current Position UG Applications up to 23/10/ % change Leicester 5,622 5, UCAS 393, , Competitor Applications 71,333 64, *competitors are Warwick, Birmingham, Sheffield, Nottingham and Loughborough.

17 What are we doing? School and College Liaison Customer Relations Management Open Days and UCAS Days Scholarships Widening Participation Admissions

18 School and College Liaison Targeting schools, locally, geographically, by attainment, WP figures, and applications

19 Customer Relationship Management MyLeicester: personalised communications for enquirers and applicants

20 High Quality Open Days and UCAS Days Pre-Application Open Days Summer prior to application year 7,401 students attending (16,436 in total) 5 days in 2011, rising to 7 in 2012

21 High Quality Open Days and UCAS Days UCAS Applicant Visit Days By invitation after offer made 18 dates (Dec-April) 3,145 applicants attending (6,669 in total)

22 UCAS Visit Day on-line booking pilot 4 depts: Chemistry, English, Geology, Law Automated invitation for offer holders ( , letter) On-line booking form Automated confirmation of booking and reminder ( ) Automated post event message ( ) Roll out planned for next year

23 Scholarships 8.2M Scholarships Programme Underpinned by extensive market research Combination of: academic achievement based scholarships, and targeted National Scholarship Programme

24 Widening Participation OFFA Agreement Strategic Assessment Challenging targets for increasing intake from Lower Socio-Economic Groups and from Low Participation neighbourhoods

25 Britain s Top 20 Universities (Times 2012) Bath Bristol Cambridge Durham Edinburgh Exeter Imperial College King's College London Leicester LSE Loughborough Nottingham Oxford Sheffield Southampton St Andrews Sussex UCL Warwick York

26 Those that meet State School Benchmark Bath Bristol Cambridge Durham Edinburgh Exeter Imperial College King's College London Leicester LSE Loughborough Nottingham Oxford Sheffield Southampton St Andrews Sussex UCL Warwick York

27 And their Benchmark for Recruitment from Lower Socio-economic Groups Bath Bristol Cambridge Durham Edinburgh Exeter Imperial College King's College London Leicester LSE Loughborough Nottingham Oxford Sheffield Southampton St Andrews Sussex UCL Warwick York

28 Widening Participation AimHigher wound up summer 2011 New partnership for Leicester/shire with HEIs, Schools, FE and other stakeholders Continuing current activities New staff appointed to replace AimHigher funded staff Further expansion planned for 2011/12

29 Admissions Turn-around times Move to Paper-light admissions Systems thinking review and analysis Setting entry grades for 2013 and beyond

30 What can you take away? We need to stand for something in the market We must be Elite, but not Elitist Inclusive and accessible A friendly and personal experience A commitment to high quality A passion for our work and that teaching & research are synergistic

31 Further information Staff development events on: Student Finance Open Days and UCAS Days Widening participation Customer Relations Management Working with Schools More information at: www2.le.ac.uk/offices/marketing/recruitment

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