1. The Undergraduate Applicant Journey
– Qualitative and Quantitative Insights
Dan Beynon, Head of Education, SMRS
April 14th 2016
2. Today
• SMRS – what we do
• Revisions and Decisions – has University met expectations?
• The Applicant Journey
• Analytics to evidence campaign decision making and improve results
3. What we do
We help Universities understand, attract, engage, recruit and retain students both in
the UK and globally
Everything we do is insight-led and based on a combination of expert knowledge of the
education sector and digital marketing
We are a performance driven organisation that understand the challenges you face not least
because our team has sat where you sit
5. Experiences of the UK UG applicant student journey
have been uncovered through a dedicated student panel
of 50 college students through online group discussions,
forums and live panels
6. • The majority of the students are enjoying their university experience; in general
expectations have been met
• Most would recommend their institution to others
• Some disappointment regarding number of contact hours
• Most felt University marketing had accurately portrayed their institution
• Quality of accommodation has been a positive experience – most are in halls and
make special mention of security, friendships, facilities and social events (if you want!)
• ¼ of the group already keen on PG study
• Student support services have been both valuable and excellent
How is it going at University?
8. Awareness
(attraction)
Consideration
(engagement)
Decision/application
(conversion)
Motivation / inspiration /
visionary / emotive
Application process
University life
Interest in university (not necessarily institution or subject)
Course and career paths
institution websites
Forums
Motivation
Visionary
Practicalities
Reputation
Rankings
Institution background/heritage
Entry requirements
Demand for places
Course quality
Prospectus request
League tables
Open days
Reality / fit
Career opportunities and potential employers post-graduation
Testimonials/case studies
Alternatives (gap year, apprenticeships, work)
Exams
Achieving grades
Application process
Personal statement
Advice
Decision lead times
Security
Detailed course info
Open days
Prospectus request
Location
Accommodation
Finance
Entry requirements
Applicant Journey
15. Summary
• Tracking and reporting technology means we can learn all the time
• Gathering together data from all BEO activity helps planning
• Simple decisions have big impacts
• Accessible information supports stakeholder engagement
16. Thank you!
Dan Beynon - Head of Education,
SMRS dan.beynon@smrs.co.uk
www.smrs.co.uk
@danbeynon
@smrsltd
