Birkbeck, University of London

Visit of the Leadership Programme for University Development

Tuesday 11 September 2012

External Relations

Our three key priorities are supporting the College:

to deliver the very best student recruitment and retention that helps build the very best student experience

to build reputation to raise money

External Relations

Marketing and Student

Recruitment at Birkbeck, University

of LondonJonah Duffin, Head of Marketing

and Recruitment (Home and International)

About Birkbeck

• London’s evening university• Ranked in the top 150 of world

universities in the THE World University Rankings

• Ranked number one in London for student satisfaction (NSS 2011)

• Ranked in the top 25% for research (RAE 2008)

• Courses from entry level to PhD

The ELQ crisis• In 2007 government decided that ELQ

students would no longer be funded• Birkbeck lost around 40% of teaching funds• Had safety net funding for 3 years to replace

student numbers• This has been achieved through

– Portfolio Review– Restructuring– International Recruitment– Improvements in how we recruit

students

Research

Used the data we have• HESA• Student Records • Google Analytics

Market research• MOSAIC• Postcode mapping• Year 1 / Decliner Surveys

Becky GilmorePart-time history student/full-time designer (Museum of London)

Understanding our audience

• 99% over 21, average of 34 years old

• 46% male, 54% female• 75% in full-time employment• Nearly all live or work in London• 23% UG, 15% PGT, 2% PGR,

57% Cert HESo,

Our students are working Londoners, with an average age of 34 years

Becky GilmorePart-time history student/full-time designer (Museum of London)

Understanding the market

• Market research showed common themes, but the need for segmentation of the market

• Developed strong central brand with 3 sub-brands

The segments

The Stratford Sub-Brand

The Certificate and

Undergraduate Sub - Brand

The Postgraduate

Sub-Brand

The Birkbeck BrandLONDON’S EVENING UNIVERSITY

London’s Evening University

The Campaigns

• Advertising to raise awareness and profile amongst core audiences

• Postcode targeted direct mail campaigns• Comprehensive CRM campaigns that

recognise student decision making processes at different levels

• School and College level events• Targeted outreach campaigns

05-OCT-2008

12-OCT-2008

19-OCT-2008

26-OCT-2008

02-NOV-2008

09-NOV-2008

16-NOV-2008

23-NOV-2008

30-NOV-2008

07-DEC-200814-DEC-200821-DEC-200828-DEC-200811-JAN-200918-JAN-200925-JAN-200901-FEB-200908-FEB-200915-FEB-200922-FEB-200901-M

AR-200908-M

AR-200915-M

AR-200922-M

AR-200929-M

AR-200905-APR-200912-APR-200919-APR-200926-APR-200903-M

AY-200910-M

AY-200917-M

AY-200924-M

AY-200931-M

AY-200907-JUN-200914-JUN-200921-JUN-200928-JUN-200905-JUL-200912-JUL-200919-JUL-200926-JUL-200902-AUG-200909-AUG-200916-AUG-200923-AUG-200930-AUG-200906-SEP-200913-SEP-200920-SEP-200927-SEP-200904-O

CT-200911-O

CT-200918-O

CT-200925-O

CT-200901-NO

V-200908-NO

V-200915-NO

V-200922-NO

V-200929-NO

V-200906-DEC-200913-DEC-200920-DEC-200927-DEC-200910-JAN-201017-JAN-201024-JAN-201031-JAN-201007-FEB-201014-FEB-201021-FEB-201028-FEB-201007-M

AR-201014-M

AR-201021-M

AR-201028-M

AR-201004-APR-201011-APR-201018-APR-201025-APR-201002-M

AY-201009-M

AY-201016-M

AY-201023-M

AY-201030-M

AY-201006-JUN-201013-JUN-201020-JUN-201027-JUN-201004-JUL-201011-JUL-201018-JUL-201025-JUL-201001-AUG-201008-AUG-201015-AUG-201022-AUG-201029-AUG-201005-SEP-201012-SEP-201019-SEP-201026-SEP-201003-O

CT-201010-O

CT-2010

Applications

0

50

100

150

200

250

300

350

400

CertificateUndergraduatePostgraduate

Weekly applications

Open Eve

Outdoor Camp starts

Open Eve

PG Open Eve

Open Eve

-------------------Outdoor Campaign----------------------

Open Eve

Open EveOpen Eve

Outdoor Camp starts

PG Open Eve

--------------------Outdoor Campaign----------------------

Press Camp Open Eve

Open Eve

Open Evening Promotions

Applications and Enrolments

International Recruitment

The recruitment of a significantly increased number of international students was identified as a strategic priority for Birkbeck 3-4 years ago.

Invested in new International Office which: • Developed new recruitment markets – India, Nigeria,

Pakistan, Turkey• Built on prior activities in US, Thailand, Taiwan, Japan, South

Korea, Vietnam• Identified markets for partnerships – China, Saudi Arabia• Built and maintained new. overseas recruitment agent

network.

International Messaging

• Positioned Birkbeck as high quality & research led institution

• Central London location• Learn alongside working Londoners• Unique evening study model

International Results

• Over the past 3 years the college has consistently seen increases in applications, offer and enrolments from countries in which it is actively working to recruit students.

• In the last 3 years enrolments from international students to Birkbeck have increased by 90% and in the past year by 30%

• Fee income from international students increasing by 26% in 2011/12 to £6.7 million when compared to the previous year and almost doubling in the last three years.

Questions

Communicationsand reputationbuilding at Birkbeck

Development and Alumni Relations

Team structure

Alumni Relations

Data, data, data Schools and key influencers Engaging alumni in today’s institution Communicate creatively

Development – what works at Birkbeck?

Unique position in UK Higher Education landscape

Involvement of the Master Portfolio system Outstanding staff

Questions