This document provides an overview of the University of Nottingham Malaysia Campus' experience using customer relationship management (CRM) systems. It discusses the context of the campus as a recruiting rather than selective institution. It then describes the campus' experience using Hobsons EMT Connect and Hobsons EMS Made Offer systems, noting improvements in communication quality, data tracking, and offer-to-enrollment conversion rates. The conclusion is that CRM needs to be a significant part of the campus' approach to sustain student recruitment growth in an increasingly competitive environment.

1. CRM at University of Nottingham
Malaysia Campus
Stephen Doughty
Vice-Provost (Teaching and Learning)
University of Nottingham Malaysia Campus

2. Overview
• Context of the University of Nottingham
– Branch Campus vs Home Campus
– Recruiting Institution vs Selective Institution
– Challenges in student recruitment
• Experience in use of CRM
– Hobsons EMT Connect
– Hobsons EMS Made Offer
• Conclusion

3. Malaysia Campus
• 1998. Invited by then Education Minister Dato’ Sri Najib
Tun Razak to Establish a Branch Campus.
• Fully Integrated Branch Campus of the University of
Nottingham UK.
•
•
•
MQA Self Accrediting Status, May 2010.
Tier 5 (Excellent) SETARA’11 Rated.
MYRA 3* rated 2012.

4. The Concept
• A UK style education –
curriculum, pedagogy, systems, language, resources
• The “Nottingham” experience – leadership from
seconded staff
• Multi-campus schools – academic units at the
campuses are part of the School at the UK campus
• Student exchange and mobility
• International staff and international students
• Research active
• UK in origin and style but locally embedded

5. Malaysia Campus - A Brief History
• Initially located at Wisma MISC, Jalan Conlay, Kuala Lumpur.
• Programmes in Electronic & Electrical Engineering, Business
Studies and Computer Science.
• First Student intake; September 2000.
•
Student Numbers
2000-01:
2001-02:
2002-03:
86
196
435

7. • Malaysia Campus: A Brief History
• Initially located at Wisma MISC, Jalan Conlay, Kuala Lumpur.
• First Student intake; September 2000
• First Postgraduate Graduation; January 2002
• First Undergraduate Graduation; January 2004
• Moved to the new campus at Semenyih; September 2005.
• Around 4800 students as of October 2013.

9. StudentInternational
Numbers
Total
• Sept 2003
• Sept 2004
650
950
•
•
•
•
•
•
•
•
•
1400
2000
2750
3224
3520
3780
4170
4679
4774
Sept 2005
Sept 2006
Sept 2007
Sept 2008
Sept 2009
Sept 2010
Sept 2011
Sept 2012
Sept 2013
162
230
(25%)
(24%)
420
600
986
1213
1337
1436
1550
1526
1437
(30%)
(30%)
(36%)
(38%)
(37%)
(38%)
(37%)
(33%)
(30%)

10. 50
4000
45
3500
Students
Programmes
40
35
3000
30
2500
Foundation
UG
20
1500
PGT
15
1000
PGR
Undergraduate
25
10
2000
Total
500
Post Graduate
5
0
0
Mar-08
Mar-09
Mar-10
2007 2008 2009 2010 2011
Mar-11
600
20
500
Number
of
Schools
18
16
Staff
400
300
Academic
14
200
Support
12
100
10
0
8
2007 2008 2009 2010 2011 2012
Total

11. Student Growth
• Steady numbers growth over the years
• In line with projections and plans
• Healthy mix of local and international students
All managed with “traditional” recruitment methods
…. So why the discussion of CRM ?
• Realisation that sustaining larger intakes in an increasingly
competitive arena meant the need to change approach.
• Changing expectations of prospective students.

12. The Branch Campus problem …
• Nottingham University in the UK is SELECTIVE
• UNMC is RECRUITING

13. The UNMC CRM Experience

16. Hobsons EMT connect
• Implemented in Jan 2013
– Targeted communications to prospects
– Scheduled and ad-hoc communication plan
• Required internal process changes
– Greater engagement from Faculties
– Data cleansing required
– Refined processes
• Outcome – improvements in comms quality
• Outcome – more strategic comms
• Outcome – better tracking and efficiency

18. Data Tracking:
Open Day email alert (March 2013) Total Received
1200
1000
800
600
400
Viewed
Click on any link
Click on accommodation link
Click on application
Click on fees and scholarships link
Click on foundation link
Click on planned activities and events link
Click on programmes link
Replied to Enquiries
200
0
18/03/2013
22/03/2013
18/03/2013 22/03/2013
3054
3052
762
1019
160
249
8
12
30
42
38
59
13
16
94
139
34
60
8
11

21. Hobsons EMS – Made Offer
• Trialled in Aug 2013
– Improve communication to offer holders
– Improve offer-to-enrolment conversion
• Phased Trial
– September 2013 intake
• Removed agent-managed offer holders
• Control group
• Hobsons “Made Offer” group
– April and July 2014 – Foundation intake

22. Offer-to-Enrolment Conversion
Total September 2013
56%
Hobsons “Made Offer” 61%
Non-Hobsons
52%
Difference
+9%
Difficult recruitment Year – massive reduction in international recruitment
due to visas – lots of offers made but few enrolments – affected %
Note: More analysis under way on these numbers

23. Conclusion
• Student Recruitment key to UNMCs
ongoing growth and success
• CRM needs to be a significant part of the
offering to meet those ends
• Nottingham successful implementation of
Hobsons CRM platform

24. Thank You!
Questions and
Comments please