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%

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). YearApplicationsEnrolmentsConversion Rate 2012/ % 2013/ % 2014/ %

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

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 ApplicationsEnrolments Non-Converted Applications 110.9%8.8%12.5% 215.8%15.9%14.2% 319.0%19.4%17.8% 424.1%23.2% 530.3%32.7%32.3%

Telephone Interview Findings Interview with applicants Reasons varied Want to know more about the course and support 80% preferred to be contacted via 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

1 Do Nothing 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

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 s Review relevance of PDF annually and create new PDFs when needed MILT Department Design 212 full-time PDFs Develop technology to send automatic s 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

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

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

Any Questions?