Increasing the Full-Time Conversion Rate through Customer Engagement 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 Outline Aim 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% Bring conversion rate to 53% - was going to increase by 5 however although achievable from Marketing perspective this had implications as it would have exceeded FLU targets. Reduce queries is based on a CTR of 5% (industry standard is 5-8%)

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% “Nowadays emphasis is placed on the setting of lasting relationships between companies and customers” (Reyes PaciosLonzano, 2000) cited by (Luck and Lancaster, 2003, 213). Therefore communicating effectively with applicants early in the application process and delivering timely messages through a structured communications plan is vital in order to build up a relationship with the applicants and encourage them to enrol.

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 Current conversion rate is 51.23% 8075 applications with 4137 enrolments

Large concentration of enrolments from within catchment area This could highlight that applicants weren’t aware of the Colleges location upon application or that they had applied to SERC as the course offering was not offered in their local College. Large concentration of enrolments from within catchment area Notable 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 Enrolments Non-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% 5 30.3% 32.7% 32.3% In order to further investigate the spread of enrolments a table was produced to show the conversion rates in relation to areas of deprivation. Illustrates that those who did not enrol are more likely to come from a more deprived area than those who did enrol.

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 Friends not attending, second choice compared with Uni, wrong course, couldn’t give up work What subjects will be studied/what are the entry requirements/EMA/Child support 2-3 times per year by email. SMS also popular but expensive Confidence issue with YPM – first in family to get education –Testimonials with role models

1 2 3 Do Nothing Deliver e-communication by subject area 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 Option 3 sought after by lack of staff resources in Marketing – also most expensive as uses several communication channels Option 1 – risk of FLUs not being met could be costly Option 2 – Meets strategic goals, SMART as it can be achieved in time frame – increase engagement while resulting in low marketing spend

Resources Required Marketing 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 Increase conversion rate of 51% by 2%. Was 4137 now 4279 Increase of 142 enrolments at £3,400 per FLU

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 Increase conversion rate of 51% by 2% Increase of 142 enrolments at £3,400 per FLU

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 Producing electronic communication such as this “allows companies to make their products tangible through the use of colour photos and videos” (Kotler et al, 2006, 513).

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