1. Increasing the Full-Time Conversion Rate through Customer Engagement
Orla Tumelty
Increasing the Full-Time Conversion Rate through Customer Engagement

2. 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

3. 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%)

4. 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.

5. 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% applications with 4137 enrolments

6. 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

7. 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.

8. 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
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 . SMS also popular but expensive
Confidence issue with YPM – first in family to get education –Testimonials with role models

9. 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

10. 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

12. 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

13. 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

14. 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).

15. Any Questions?