Undergraduate marketing highlights.

Transcription

1 Undergraduate marketing highlights. Rebekah Donawa April 2013

2 Faculty films Two new films for the Faculty. Available on our website and our Faculty YouTube channel. 2

3 New 2014 undergraduate prospectus 3

4 UCAS Extra campaigns Two targeted s sent on 21 March 2013 to: Unplaced medics across the UK Sent to 359 Opens 165 (45.96%) industry average = 10-11% Click throughs 6 (3%) industry average = 1.5% Unplaced nurses (SE/SW/GL) Sent to 2,299 Opens 1076 (46.80%) industry average = 10-11% Click throughs 155 (69.74%) industry average = 1.5% 1. Health Sciences link = 2 clicks 2. Nursing link = 2 clicks 3. Healthcare Science = 3 clicks 4. Healthcare management =0 clicks 4

5 Conversion s Subject specific s sent throughout the recruitment process to offer holders Five themed s introducing students to the University and their Faculty: Societies News Course statistics why we re the best! Welcome from academics Freshers and welcome journey 5

6 Results from 4 sent to recipients - Of these, 8097 people opened the (a unique open rate of 57.00%) - There were 2077 clicks (a click-to-open rate of 25.65%) - The most-clicked link was (1162 clicks) followed by (503 clicks) Higher than average open rates (and therefore significantly high): Geology (66.20%) Graphic Arts (65.04%), Nursing (66.34%) (indicates that offer holders in these subjects are particularly engaged with us) 6

7 Search Engine Optimisation We re continuing to work with our SEO agency to improve and maintain our natural Google rankings. Current positions for some of our keyword terms include: Advanced Clinical Practice Masters 1 st, page 1 Health and Rehabilitation Masters - 1st, page 1 MRes Clinical and Health Research 1st, page 1 Physiotherapy degree 3rd, page 1 Occupational Therapy degree 3rd, page 1 Healthcare Management degree 1 st, page 1 Nursing degree 2 nd, page 1 7

8 Google Ad Words Campaign ran from 1 September 2012 to 31 January ,660 impressions 4,824 clicks CTR = 2.76% Industry average = 1.5% Well targeted and successful in driving traffic to our website (12 different ad groups) 8

9 Website Top-level pages have been rewritten with new inspiring copy, plus calls to action. New images. News and events feeds regularly updated. Research pages have been updated. PG programme pages have been updated following validation. 9

10 Website 10

11 Website Visits from Google search 16,761 vs. 10,239 (+63.70%) Pages per visit has decreased, good news as it could indicate people are finding the right pages Average time on site has increased, good indicator of more engaging content 11

12 Social Media - Facebook 12

13 2014 entry campaigns Advertising to start earlier in the cycle Targeted s to be send in June through UCAS and Hotcourses as well as later in the recruitment cycle PPC advertising to start in June Banners on specific student websites to go live in June e.g. The Student Room, Complete University Guide Focus on HMRP, new international advertising through Study Portals More targeted campaigns; subject specific s in addition to more generic Faculty ones New ways of engaging with students e.g. administration account on The Student Room forum 13

14 Postgraduate Marketing Highlights. Lisa Bradshaw April 2013

15 Prospects Online Faculty Profile Live: March 2012 March ,268 page impressions 634 clicks CTR 19% CTR (industry average between 15-25%) 15

16 Graduate Prospects Skyscraper Total of 52,405 Page impressions and 132 clicks. From 20 1st December to April the 6 skyscrapers have received: MSc Clinical Leadership in Cancer, Palliative and End of Life Care :8689 Page Views, 24 Clicks MSc Health and Rehabilitation: 8790 Page Views, 19 Clicks MSc Advanced Clinical Practice: 8519 Page Views, 17 Clicks Doctorate in Clinical Practice (DClinP) :8726 Page Views, 26 Clicks MSc Leadership and Management in Health and Social Care :8740 Page Views, 18 Clicks Research Doctorate (MPhil/PhD :8941 Page Views, 28 Clicks 16

17 Prospects Magazine - Digital Postgrad Directory 2012/13 Postgrad directory Page views Clicks 9514 CTR 9% Our Advert Sept Apr page views 719 clicks 9% CTR 17

18 Google Ad Words Campaign runs December 2012 to May th December 2012 until 14 th April ,935 impressions 2,952 clicks CTR = 1.92% Industry average = 1.0% Well targeted and successful in driving traffic to our website 18

19 12 New PG Programme Leaflets 5 completed for RCN Conference 19

20 Hobson s Broadcasts Coming soon 20

21 PG Conversion Sent to: Current UG students who hold an offer for a PG course PG offer holders who are new to the University Enquirers (people who have ordered a PG prospectus) who are new to the University Results: - sent to 1599 recipients - Of these, 345 people opened the (a unique open rate of 21.6%) - There were 118 clicks (a click-to-open rate of 34.2%) 21

22 CPD Marketing Highlights. Chris Wiley April 2013

23 New CPD Prospectus 23

24 11 New CPD subject group Flyers 24

25 Stakeholder Leaflet 25

26 Healthcare Workforce Focus E-newsletter Issue 2 Sent to: All NHS stakeholders, GP Practices, political contacts Results: - sent to 327 recipients - Of these, 25.1% opened the - - There were 6.8% who clicked though 26

27 CPD Marketplace 1 st May Circa 15 stakeholders attended Of those: Circa 600 prospectuses now requested 3 boxes of mixed subject group flyers requested Follow up prospectus mailing in progress Comms plan now in action until the end of the tendering process 27

28 Other Projects Faculty Brochure Writing to brief, will show first draft on 16 th May with key stakeholders Faculty PR Telling our Story In line with marketing plan have briefed 3 agencies to take this forward, would like to engage with Jessica and/ or Exec on how they would like to be involved in moving this forward 28