University of Central Lancashire

Based on student numbers, the University of Central Lancashire is currently one of the top ten universities in the UK. As part of their plans to continue to grow, the University needs to be able to proactively target individuals who are most likely to accept a place.

Problem

As with any University, the number of students enquiring about degree courses is far in excess of those who apply, accept a place or actually enroll in a course. This is commonly known as the ‘recruitment funnel’ as student numbers reduce steadily throughout the process. For example, out of the 45,000 enquiries received by the University, only 20,000 actually turn into course applications.

The University of Central Lancashire felt it important to discover why over half the enquiries are not taken any further. Could it be that the wrong people are being targeted? Where do the past and present student population come from? Why do those attending the University choose it?

Only detailed analysis of student data could provide these answers. It was hoped that an understanding of the socio-economic grouping of students attracted to the University could be ascertained throughout this analysis and any resulting trends, could be pro-actively targeted.

It was also hoped that any redundant information distributed to potential students could be reduced.

Solution

The University of Central Lancashire selected ACORN after testing it against leading alternative market classification datasets. ACORN is the ideal way to group and analyse all GB households because it combines geography with the characteristics of people who live in an area. ACORN uses six categories, 17 groups, and 54 types by key demographic variables. By using this tool, the University Of Central Lancashire was able to target the right students.

In order to maximise the usage of the data, ACORN was combined with another CACI product, InSite. InSite is the market leading geo-demographic market analysis tool and has helped over 200 businesses improve their understanding of their locations and customers. This range of solutions offers tools for spatial planning, student application analysis and catchment planning, and incorporates the latest mapping functionality to facilitate clear presentation of results.

Results

The resulting combination of InSite and ACORN has meant that careers visits and local advertising can be targeted precisely, participation can be widened, knowledge of student needs can be enhanced and these needs can be matched with marketing material. The Return on Investment (ROI) will be measured by the increased applications to the University and will be visible in the next academic year.

By understanding the market, the University will be able to have advanced knowledge of what information potential students in each area of the UK require in order to make their application. By providing these students with relevant and targeted information more enquires can be converted into applications and therefore enrolment will increase.

John McCarthy, Deputy Director of Advancement at the University Of Central Lancashire commented:

“By doing this, we were able to segment the existing student population, and identify areas where targeted student recruitment activities will have the greatest impact. The analysis was also able to identify areas where no marketing activity had taken place, but where applications to the University were still popular. This allows our marketing resources to be employed in the most effective manor. For example, information on the cost of living and personal safety in Preston can be targeted to areas, where applications from women are most prevalent.”

The University already has further plans for the ACORN and InSite solution. This includes detailed analysis of the Alumni population of the University so that information can be gained about where graduates move to, what job they decide to do and the resulting life stages they experience.

	ACORN
	InSite
	Education