1. Undergraduate Recruitment Entry 2013 Student Recruitment and Admissions November 2012

2. H/EU Undergraduate Recruitment Entry 2012 - Current Situation Student Snapshot data AAB+ : -649/ Target 1593 Quota: -166/Target 1992 Exc. Medicine, Dentistry and Health Sciences Additional students to be accounted for in Combined Honours (circa 70) Provisional Estimate 745 short of Original Targets Performance 57,000 fewer students going to University this year in the UK 14% decrease in acceptances to English Universities The majority of Russell Group Universities have reported shortfalls in recruitment (Bristol is the exception)

3. Challenges Changes to the SNC for E2013 initially viewed as an opportunity but may be a threat Estimate Student Number Control E2013: Quota 1,164/Non Quota (ABB+) Target 2013: 2,441 Excluding Medicine, Dentistry and Health Sciences if targets remain at 2012 entry levels Competitor Strategies – we don’t know if those ranked above Liverpool view ABB as an opportunity for growth.

4. Key Objectives E2013 1.Raise the profile of the University of Liverpool/Grow Enquiries for E2013 2.Grow Open Day registrations by 25% compared with E2012 3.50% of Open Day attendees to say they will put Liverpool first 4.Restore growth in applications for E2013 5.Increase applications from Open Day attendees from 46% to 56% 6.Increase applications from target schools and colleges 7.Increase Post Application Visit Day (PAVD) registrations by 10% 8.Increase overall conversion by 5% 9.Achieve recruitment targets

5. Strategy E2013 1.Raise profile of UoL brand 2.Bring people onto campus 3.Build relationships with prospective students and stakeholders

6. ‘Icon’ Campaign approach CF Conversion 2013 On campus events and follow up Outdoor and digital campaigns Grow applications and event attendance from key regions Convert event attendees to applicants, focus on benefit articulated through staff, student stories incl alumni Build on 2012 campaign, with greater emphasis on student to student recommendation

7. Outdoor - Olympic vicinity sites

8. Outdoor – UK Mainline Train Stations

11. Open Day Follow up emails Mike add in please

12. Conversion 2013 Post Applicant Visit Days - promo 30 new student films Social media activity (student blogging etc) Webinars, podcasts, screencasts Connect UK campaign

13. Where are we now? 1.Raise the profile of the University of Liverpool/Grow Enquiries for E2013 Icon Campaign 2.Grow Open Day registrations by 25% compared with E2012 23% 3.50% of Open Day attendees to say they will put Liverpool first 41% with 87% more likely to apply, up from 81% for 2012 4.Restore growth in applications for E2013

14. Current Applications Position UCAS Data: UK and EU Applications: Applications made in this Entry Cycle at 11 th Nov 2012 and 13 th Nov 2011 University of Liverpool: -4.73% (-554) Competitors (Applicants other choices in 2012): -6.61% Birmingham, Bristol, Leeds, Manchester, Nottingham, Sheffield (-6,293) UCAS: -8.79% (-44,989) Source: UCAS App Track Summary Report, Week8

15. Current Applications Position Internal Reporting for 2013 Entry (9 th November 2012, 11 th November 2011) Home and EU applications: Faculty of HLS: -310 (-4.19%) Growth in Psychology Faculty of HSS:+233 (+10.54%) Growth in Law, Music and the Management School Faculty of S&E:+8 (+0.57%) Growth in Computer Science, Physics and Environmental Sciences Carmel College:+3 (+5.66%) Overall:-66 (-0.6%) Source: Spider (UKSROSTAT) 9/11/12

16. 2013 H/EU Applications Vs 2012 H/EU Intake Target Source: Spider (UKSROSTAT) 9/11/12

17. H/EU Undergraduate Recruitment Strategy E2013 Questions?