Hobsons Enrolment Management Solutions How to Use Statistical Analysis and Reporting in Student Enquiry and Application Management Maggie Frantz Head of Operations Rachel Fletcher Service Centre Manager

Background  Hobsons’ history with statistical analysis / reporting  Generating quality data through targeting and technology  University case studies

Some issues for consideration  Data quality and integrity  Expectations v. reality  Using information intelligently  Evaluating marketing initiatives and demand  Understanding pipelines  Identifying real issues  Focussing resources appropriately

Relevant information: international students Top frequently asked questions Pre-application: enquiry stage FeesHow to apply Applications deadlinesScholarships Advanced standingGraduate employability English requirementsAccommodation Post-application and post-offer DepositsFulfilling conditions OrientationVisa requirements FeesEnrolment procedures

Using your ‘prospect’ pool effectively  Relevant information to specific groups of students  Best practice Education / Training industry standards*  View-rates: 13.78%  Click-throughs: 2.44% *MailerMailer LLC: 2007

Forecasting future enrolment trends Pipeline & Conversion Rates = measuring the time and process from initial enquiry to enrolment Understanding Pipelines by:  enquiry source (i.e. advertising; exhibition; website etc…)  source country  date / month of first enquiry  level / course of study

Analysing results – our experience % of enquirers finally enrolling This varies from… 1.5% to 5% depending on source of enquiry 0.5% to 25% depending on source country 0.4% to 3.9% depending on first date of enquiry and level of study

Predicting future enrolments – enquiry source

Predicting future enrolments - faculties

Predicting future enrolments

Informing recruitment and communication strategies  Post-application support  Low enquiry numbers from China  High conversion rate for enquirers who initiate contact with a phone call  Humanities in demand from prospective US students  UG conversion consistent throughout year  PGT conversion drops off from March  Onshore international enquirers – longer pipeline

Enquiry Trend

Enquiry Trend – UK / Australia PAKISTAN

First indicators – measuring demand China 2.Australia 3.India 4.Pakistan 5.USA 6.Singapore 7.Malaysia 8.Indonesia 9.UK 10.Bangladesh Australia 2.India 3.China 4.Pakistan 5.USA 6.Malaysia 7.Singapore 8.Bangladesh 9.Indonesia 10.UK India 2.China 3.Australia 4.Pakistan 5.USA 6.Bangladesh 7.Malaysia 8.Singapore 9.UK 10.Nigeria India 2.Australia 3.China 4.Pakistan 5.USA 6.Bangladesh 7.Malaysia 8.UK 9.Nigeria 10.Singapore India 2.Australia 3.China 4.Pakistan 5.USA 6.Mexico 7.Malaysia 8.Bangladesh 9.Nigeria 10.Singapore India 2.Australia 3.China 4.USA 5.Malaysia 6.Pakistan 7.Singapore 8.UK 9.Thailand 10.Indonesia Indonesia Out UK Out Mexico Out Nigeria Out Australian example

First indicators – measuring demand

Enquiry Trend

Making the most of this information  Identify enquiry trends = early predictive analysis  Monitor the early response to - fee changes - scholarship offering - intake dates  Focus campaigns on specific markets  Gather useful student feedback relating your specific institution  Measure course demand  Adapt marketing and recruitment strategy and tactics