Hobsons Enrolment Management Solutions

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Hobsons Enrolment Management Solutions How to
Use Statistical Analysis and Reporting in Student
Enquiry and Application Management
Maggie Frantz Head of Operations
Rachel Fletcher Service Centre
Manager
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Background

• Hobsons history with statistical analysis /
  reporting
• Generating quality data through targeting and
  technology
• University case studies

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Some issues for consideration

• Data quality and integrity
• Expectations v. reality
• Using information intelligently
• Evaluating marketing initiatives and demand
• Understanding pipelines
• Identifying real issues
• Focussing resources appropriately

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Relevant information international students
Top frequently asked questions
Pre-application enquiry stage Fees How to
apply Applications deadlines Scholarships Advance
d standing Graduate employability English
requirements Accommodation Post-application and
post-offer Deposits Fulfilling
conditions Orientation Visa requirements Fees
Enrolment procedures
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Using your prospect pool effectively

• Relevant information to specific groups of
  students
• Best practice
• Education / Training industry standards
• View-rates 13.78
• Click-throughs 2.44

MailerMailer LLC 2007
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Forecasting future enrolment trends

• Pipeline Conversion Rates
• measuring the time and process from initial
  enquiry to enrolment
• Understanding Pipelines by
• enquiry source (i.e. advertising exhibition
  website etc)
• source country
• date / month of first enquiry
• level / course of study

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Analysing results our experience

• of enquirers finally enrolling
• This varies from
• 1.5 to 5 depending on source of enquiry
• 0.5 to 25 depending on source country
• 0.4 to 3.9 depending on first date of
  enquiry and level of study

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Predicting future enrolments enquiry source
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Predicting future enrolments - faculties
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Predicting future enrolments
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Informing recruitment and communication strategies

• Post-application support
• Low enquiry numbers from China
• High conversion rate for enquirers who initiate
  contact with a phone call
• Humanities in demand from prospective US
  students
• UG conversion consistent throughout year
• PGT conversion drops off from March
• Onshore international enquirers longer
  pipeline

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Enquiry Trend
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Enquiry Trend UK / Australia
PAKISTAN
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First indicators measuring demand
Australian example

• 2000
• China
• Australia
• India
• Pakistan
• USA
• Singapore
• Malaysia
• Indonesia
• UK
• Bangladesh

• 2001
• Australia
• India
• China
• Pakistan
• USA
• Malaysia
• Singapore
• Bangladesh
• Indonesia
• UK

• 2002
• India
• China
• Australia
• Pakistan
• USA
• Bangladesh
• Malaysia
• Singapore
• UK
• Nigeria

• 2003
• India
• Australia
• China
• Pakistan
• USA
• Bangladesh
• Malaysia
• UK
• Nigeria
• Singapore

• 2005
• India
• Australia
• China
• USA
• Malaysia
• Pakistan
• Singapore
• UK
• Thailand
• Indonesia

• 2004
• India
• Australia
• China
• Pakistan
• USA
• Mexico
• Malaysia
• Bangladesh
• Nigeria
• Singapore

Indonesia Out
UK Out
Mexico Out Nigeria Out
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First indicators measuring demand
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Enquiry Trend
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Enquiry Trend
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Making the most of this information

• Identify enquiry trends early predictive
  analysis
• Monitor the early response to
• - fee changes
• - scholarship offering
• - intake dates
• Focus campaigns on specific markets
• Gather useful student feedback relating your
  specific institution
• Measure course demand
• Adapt marketing and recruitment strategy and
  tactics