Transcript findings - The University of Manchester

Summary findings from Offer Holder Survey
2016 and implications for the future
Student Communications and Marketing Team
June 2016
Student Communications and Marketing, DSE
Offer holder survey 2016
-Survey primary objective to ensure the University
is meeting the information needs of offer holders,
providing the right information at the right time
-Asked about:
•
•
•
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Offer letter leaflet
Manchester Advantage (home and international)
Living in Manchester
E-advantage
Student Communications and Marketing, DSE
Offer holder survey 2016
-Survey sent in offer holder e-newsletter, e-advantage, in April 2016
-Survey created and analysed by Janice Ellis, Market Research
Coordinator, Division of Communications and Marketing
-2,970 offer holders completed the survey comprised of:
3% from foundation programmes
73% undergraduate
21% postgraduate taught
3% postgraduate research
58% UK respondents
13% EU respondents
29% international respondents
Student Communications and Marketing, DSE
Offer holder survey 2016
Full report available at http://bit.ly/1ZqYjZJ
Student Communications and Marketing, DSE
Headline findings
- Overall…
When asked to give a combined overall rating for the
brochures they received, 94% of respondents rated the
brochures good or very good. High ratings were received
across all respondent groups (by origin and by level of
study).
-Most respondents (90%) welcome post-offer information
from universities, and 70% agree they are more likely to
accept an offer from a university that provides further (postoffer) information.
Student Communications and Marketing, DSE
Headline findings
- Offer letter leaflet
Half (50%) of all respondents remember receiving the leaflet
included with the offer letter, and 47% actually looked at it.
Approaching three quarters (71%) of those who looked at the
leaflet would describe it as welcoming and friendly.
- Manchester Advantage – Home and international
52% of UK/EU and 60% of international respondents
remember receiving the Manchester Advantage brochure.
Feedback for both brochures was very positive:
• 90% of both UK/EU and international respondents rated the
brochures good/very good for clarity of information
• 93% of international and 87% of UK/EU respondents rated
content good/very good.
Student Communications and Marketing, DSE
Headline findings
-Living in Manchester
76% remember receiving the Living In Manchester brochure.
This also received high scores for content and clarity of
information (90% rating it good/very good).
-E-advantage
73% of respondents think the frequency of the e-advantage
emails is about right.
The themes of accommodation and teaching and learning
are most likely to be of interest to respondents.
Student Communications and Marketing, DSE
There is lots of verbatim
feedback from offer holders,
which can be accessed via
http://bit.ly/1r9zeq8. We will be
using these specific suggestions
to inform our future conversion
communications…
Student Communications and Marketing, DSE
Lessons learned for future cycles…
• The very positive feedback on our publications (94% rated as either
good or very good) tells us we are on the right lines with the content and
need to continue to improve and segment each year as we do now.
• Comparatively low is the recollection of our leaflets, and along with
verbatim comments around use of colour and imagery, we need to focus
on creating more impactful design…especially on the covers. We also
need to be clear about the purpose of each communication
• The e-advantage frequency and topics were fairly positive, but more
work can be undertaken – around topics pertinent to different audiences,
and timings of these themes.
• Theme popularity would be very useful for Schools to utilise for their
own communications with offer holders.
• These comments are inputting directly into every project plan for each
communication, to ensure we are carefully considering all feedback.
Student Communications and Marketing, DSE
If you have any questions about this
market research, please contact
[email protected] or 57591
Student Communications and Marketing, DSE