Technology for Marketing and Student Recruitment Publications and Marketing Services (PAMS) Ian Bartlett, Head of PAMS Ben Johnston, PAMS Web Developer

PAMS’ role Based in Communications and Marketing. Amongst other activities, PAMS......PRODUCES: Prospectuses – print and web Study Abroad Guide production Prospective Students website ( Content for use on departmental/faculty websites Support and advice to departments Assistance with development of student recruitment communications

Information hierarchy: 3 levels of enquiry Primary what/where is UCL? what degrees offered? entry requirements Secondary degree structure and content what can I do with my degree (careers)? Tertiary more detailed study information facilities in dept. staff etc.

Information hierarchy PAMS concerned primarily with primary and secondary enquiry levels Dept/faculty sites provide answers for secondary/tertiary levels of enquiry Typical web journey: UCL home >> Prospective Students site >> Prospectus pages >> Degree programme page >> Departmental site Not in every case, but generally holds true as shown by web stats. Enquirers can enter UCL site anywhere (usually from Google), so information consistency is important.

Aims and objectives With regard to student recruitment communications, PAMS seeks to: improve breadth and depth of communications with prospective students improve consistency of information across the range of formats and channels (print, electronic, central website, dept websites) improve accuracy of information widen the range of channels simplify navigation of information available to prospective students focus content on the needs of our target audience (students, parents, funders etc.)

Degree programme database In order to help achieve our aims, PAMS has developed a database of degree programme marketing content: content is focused on market research feedback database is separate from SITS/Portico for now – hosted on UCL’s MySQL server structure is intended to allow for future integration with SITS/Portico two instances: one for UG, one for PGT programmes allows for a single entry for each programme: 190 for UG, 350 for PGT content updates requested annually as part of prospectus update cycle; BUT updates can be made at other times if requested content owners can update their sections (e.g. Admissions info) content can be used for multiple purposes...

Database content uses Degree programme database (MySQL) Prospectus (print format via DTP plugin) Prospectus (online) PDF brochures (print locally and professionally) Departmental websites

Printed Prospectus content pulled in via plugin for DTP software uses limited fields in database content flows in and populates subject sections of print file requires a ‘content first’ approach to production produced on an annual cycle intended as a teaser for more detailed online content still treated as main first point-of-contact by many, despite web developments

Web prospectus more detailed content – complements print prospectus uses more fields from database, but consistent across print and web formats content pulled in via PHP can be pulled in via code source in Silva mid-year content updates can be displayed (e.g. programme changes) searchable

PDF leaflets use same database content can be printed locally via download or available for order by departments from UCL print supplier (Optichrome) via online order page suitable for mailing out or distribution at events one brochure for each taught programme updated overnight with any database content changes fully within UCL corporate identity

Departmental websites database content can be pulled through to departmental websites aids consistency of core (primary and secondary level) content across UCL website more detailed department-produced (i.e. tertiary level) content can supplement the core content content appears styled in line with departmental site content updates automatically fed through templates being developed within Silva for ease of use minimises duplication and could save departmental staff hours of work

Other projects/services Module descriptions PAMS to populate the module description field in Portico. Would allow content to be pulled into websites and used for module selection, HEAR, transcripts, Study Abroad Guide etc. Online posters/postcards/flyer templates Would allow departmental staff to access an online range of corporate identity- compliant, templated materials which they could edit and order for print to promote events, degrees, scholarships etc. E-newsletters Developing templates for staff to produce e-newsletters. These could be used for maintaining contact with offer holders, prospective students etc. Support for departments Provision of support and advice to departmental colleagues with regard to student recruitment communications

Contact us Website: See also: for assistance with non- student recruitment communicationswww.ucl.ac.uk/cam Tel xtn: 37106