CUSTOMER JOURNEY MAPPING ACP Conference 2019 Liz to introduce the session

Agenda Introduction Touchpoints Case study: course webpages Activity: moments that matter Reflections, questions and close Liz to talk through agenda

Introduction Liz Broadbent, Head of Strategic Marketing and Digital Kirsty Holland, Deputy Head of Strategic Marketing and Digital; Customer and Channels Each introduce ourselves

Touchpoints 1/2 UG Recruitment Cycle - the Customer Journey Family/Friends HE fair Visited www.brookes.ac.uk Requested a prospectus Received a prospectus Received an email from Oxford Brookes Registered for an open day Attended an open day Received general information in the post Liz to talk through research and touchpoints identified on slide 4 and 5

Touchpoints 2/2 Continued… Spoke to a current student Spoke to a member of staff Emailed Oxford Brookes Registered for an interview Attended an Applicant day Accommodation application Oxford Brookes social media Received pre-arrival handbook

Case study: course webpages Website is a very important touchpoint It’s one of the first stages, after friends and family AIM To set prospective students up in a positive mind frame, for a continuously positive experience through their application process HOW Address their info needs, with the aim of increasing the propensity to step through into the ‘next stage’ (driving at ‘page goal’ completions) Click here for further info Register for an Open Day Request a prospectus Fill in our contact form Or indeed, apply Kirsty to introduce and talk through the case study

Case study: course webpages Channel in Third party websites Schools outreach Brookes.ac.uk Campaigns (paid + int.) UCAS Social media Conduit Little Book of Brookes Face-to-face UCAS paid media Key landing pages Study at Brookes Course pages Open Days Campus tour Page goals Download prospectus Register for event Fill in enquiry form IP capture Click for more info Apply Phase 1 decision factors Course content Student stories Oxford as location Accommodation Campus Virtual tour Employability Careers support Social opportunities Study advice Study abroad Wellbeing Student support Kirsty to introduce and talk through the case study

Activity Moments that Matter Activity: For Further Education courses and Higher Ed courses at Further Ed colleges - how does the prospective student journey differ from our core HE route - what are the Moments that Matter? Think about the moments that matter to you in your institutions. These are likely to be vary different, and probably much more varied from programme to programme. Pick one… and then 10mins discussion on table, 20mins feeding back

Reflections and close Further questions, points to consider…