1. Accepters Decliners Questionnaire Analysis 2007 Safina Tai Market Analyst

2. Research University Choices What is important? Image City of Bradford Decision Making Process Influence Accepters Decliners Introduction

3. 5016 UK undergraduate applicants received questionnaire (5397)* 15% response rate (18%)* 65% acceptors (64%)* 36% decliners (36%)* *2006 figures Respondent Sample

4. SchoolsTotal % of respondents 2007 Total % of respondents 2006 Health Studies11% Life Sciences41%36% EDT5% Informatics8%9% SLED1% Management13%17% SSIS21% Respondent Sample by School

5. Respondent Sample 85% aged 21 or under (85%)* 67% of total Respondents were female (63%)* 20.3% respondents from Bradford (18%)* *2006 figures

6. Sample Composition by Regional Origin

7. Key Performance Indicators KPI’s in the Marketing Strategy (2004 – 2009) & Balance Score Card are: Reputation of the university in acceptors/decliners questionnaire improves by 4% by 2009. Reputation of the city, % of applicants citing city as reason for decline reduces by 5% by 2009 Students declining due to “City I don’t want to be in” (own perception), to decrease to 35% by 2009.

8. Key Performance Indicators Rating University Reputation % very poor % poor% average% good % very good Total Respondents 2007 0.87.026.941.024.2 Total Respondents 2006 0.86.830.240.321.9 Acceptors 2007 0.63.420.744.031.2 Decliners 2007 1.213.738.335.511.3

9. YearUniversity Reputation City Reputation City I don’t want to be in 200146 20025343 20035439 20045636 20057141 2006**624139 200765 (63*)43 (40*)48 (38*) 2008*64*3837 2009*65*3635 *projected targets **methodology change Key Performance Indicators

10. University of Bradford Preference Preference% 2007% 2006 One of your top two choices54.754.9 Somewhere in the middle31.430.4 Fifth/ Sixth10.29.9 No preferences at all3.74.8

11. Change in preference Change in Preference2007 %2006 % Rose significantly 25.824.6 Rose slightly 23.924.1 Stayed the same 37.937.8 Fell slightly 8.410.3 Fell considerably 4.03.2 Change in Preference

12. Information Sources % used 2007 % used 2006 University prospectus60.764.2 UCAS website45.945.8 Web search40.526.3 Friends/ parents38.734.2 School/ college careers event24.421.3 School/ college careers advisor17.016.7 UCAS event14.310.1 Newspaper2.92.6 Direct mail leaflet2.32.9 High street / bus stop posters1.21.5 Radio ad0.30.1 Information Sources

13. Accepting an Offer Reason for Accepting20072006 % Change since 2006 Course Reputation54.7 50.0+4.7 Close to home53.5 51.0+2.5 Course Content39.6 42.3-2.7 Employment Prospects35.7 44.0-8.3 University Reputation31.8 35.0-3.2 Cost of Living27.4 27.7-0.3 Level of the Offer22.5 19.3+3.2 Friendly Campus Feel21.9 22.7-0.8 Department Facilities19.5 16.53.0 Multicultural Mix16.5 14.02.5

14. Declining an Offer Reason for Declining20072006 % change since 2006 City I don’t want to be in47.5 38.7+9% Reputation of the city42.9 40.8+2% Far away from home38.6 39.3-1% University reputation29.3 25.7+4% What others thought29.3 22.7+4% Campus feel28.0 19.9+8% Course content24.5 24.8- Level of the offer23.2 21.1+2% Safety and Security21.7 19.0+3% Quality of accommodation21.2 15.7+6%

15. Other Key Issues Helpfulness of Admissions staff: – 38% good (37% in 2006) – 46% very good (44% in 2006) Most important factors to students entering higher education are career related –38% to pursue a particular career –29% to help get a better job 82.4% of respondents stated that they used the University of Bradford website

16. Action Points Further Research –The National Image & Perception Survey Communications –Prospectus –City Guide –Online

17. Thank you Safina Tai Market Analyst s.tai1@bradford.ac.uk