Undergraduate Recruitment Entry 2013

Student Recruitment and Admissions

November 2012

H/EU Undergraduate Recruitment Entry 2012 - Current Situation

Student Snapshot dataAAB+ : -649/ Target 1593 Quota: -166/Target 1992Exc. Medicine, Dentistry and Health SciencesAdditional 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)

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.

Key Objectives E20131. Raise the profile of the University of Liverpool/Grow Enquiries for

E2013 2. Grow Open Day registrations by 25% compared with E20123. 50% of Open Day attendees to say they will put Liverpool first4. Restore growth in applications for E20135. Increase applications from Open Day attendees from 46% to 56%6. Increase applications from target schools and colleges7. Increase Post Application Visit Day (PAVD) registrations by 10%8. Increase overall conversion by 5%9. Achieve recruitment targets

Strategy E20131.Raise profile of UoL brand

2.Bring people onto campus

3.Build relationships with prospective students and stakeholders

‘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

Outdoor - Olympic vicinity sites

Outdoor – UK Mainline Train Stations

Open Day Follow up emails• Mike add in please

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

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 20124. Restore growth in applications for E2013

Current Applications PositionUCAS Data: UK and EU Applications: Applications made in this Entry

Cycle at 11th Nov 2012 and 13th 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

Current Applications PositionInternal Reporting for 2013 Entry (9th November 2012, 11th 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

2013 H/EU Applications Vs 2012 H/EU Intake Target

Source: Spider (UKSROSTAT) 9/11/12

H/EU Undergraduate Recruitment Strategy E2013

Questions?