1. 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

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

3. 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

5. 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

6. 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

7. 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

8. 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

9. Predicting future enrolments – enquiry source

10. Predicting future enrolments - faculties

11. Predicting future enrolments

12. 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

13. Enquiry Trend

14. Enquiry Trend – UK / Australia PAKISTAN

15. First indicators – measuring demand 2000 1.China 2.Australia 3.India 4.Pakistan 5.USA 6.Singapore 7.Malaysia 8.Indonesia 9.UK 10.Bangladesh 2001 1.Australia 2.India 3.China 4.Pakistan 5.USA 6.Malaysia 7.Singapore 8.Bangladesh 9.Indonesia 10.UK 2002 1.India 2.China 3.Australia 4.Pakistan 5.USA 6.Bangladesh 7.Malaysia 8.Singapore 9.UK 10.Nigeria 2003 1.India 2.Australia 3.China 4.Pakistan 5.USA 6.Bangladesh 7.Malaysia 8.UK 9.Nigeria 10.Singapore 2004 1.India 2.Australia 3.China 4.Pakistan 5.USA 6.Mexico 7.Malaysia 8.Bangladesh 9.Nigeria 10.Singapore 2005 1.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

16. First indicators – measuring demand

17. Enquiry Trend

19. 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