1. CUSTOMER JOURNEY MAPPING
ACP Conference 2019
Liz to introduce the session

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

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

4. Touchpoints 1/2 UG Recruitment Cycle - the Customer Journey
Family/Friends
HE fair
Visited
Requested a prospectus
Received a prospectus
Received an 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

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

6. 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

7. 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

8. 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

9. Reflections and close
Further questions, points to consider…