Strategic Marketing for UK Student Recruitment

1
Strategic Marketing for UK Student Recruitment

• A co-operative approach
• Louise Robinson, MIDM
• Marketing Executive,
• Institution of Chemical Engineers

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Introduction

• Its a Blast case study
• Co-operation as a strategic approach

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Topics

•    Campaign aims
• Co-operation strategy
• Objections overcoming them
• Planned additional benefits
• Results
• Open discussion

4
Campaign aims

• Increase student intake affect a reversal of
  decline in chemical engineering student intake
• Re-brand overcome severe image problems to
  re-brand chemical engineering as a dynamic
  profession
• Links with schools foster strong links with
  around 500 schools

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Co-operation strategy
Industry
IChemE (HQ)
Volunteers
Academia
IChemE (regional)
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Objections

• Theres too much talk and too little action when
  you work with others, we prefer to go alone
• We cant share best practise and remain
  competitive
• We dont like the campaign message prefer to
  use our own

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Overcoming objections

• We are delighted to be taking part in this new
  initiative. We wish Its a Blast every success
  it is in everyones interest that it succeeds.
• Martin Timms, Education Programme Manager,
  ExxonMobil

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Planned benefits

• Financial support invest in quality reflected
  in the brand
• Practical support enabling a face-to-face
  presence in schools creating strong links
• Sharing of expertise and best practise
  benefiting every stage - from research to review

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Additional benefits

• Regional networks establishing micro-campaigns
• University industry curriculum lead website
• Admissions Tutors Network active involvement in
  review and research for the next phase

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Results the brand
To copy is greatest form of flattery
RSC posters
BBC Blast campaign
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Results school links

• Schools links with 515 target schools - secured
  good links with over 300 of these and school
  visits in 133
• Students sent out over 55,000 pieces of
  literature and posters in three academic years
• Teachers contact with 1700 named teachers
  approaching 100 have attended events

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Results intake
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Open discussion

• Share thoughts and experiences on co-operation
• How the approach has been adopted in design/
  strategy
• Overcoming barriers
• Planned/ un-planned benefits