The University of Salford

Client Requirement:

In the competitive higher education marketplace, the University of Salford wanted to explore more effective ways to promote a wide selection of real-world research and taught programmes to post-graduate students.

It was felt that although a necessary part of the marketing mix to postgraduates, promoting courses via printed prospectuses didn't fully address the specific needs of individual prospective students. In an age of online, targeted communications, it was also becoming less cost-effective to print or post. Among the more traditional 'red-brick' or Oxbridge universities, highlighting the selling points of the University such as employability, facilities and location was as big a challenge as conversion of enquiry.

A more practical solution to match student need to courses available was needed if the University was to target the market effectively and achieve the standout it desired.

The Solution:

BCQ developed an e-prospectus with Salford, which allows prospective students to access and download a personalised prospectus detailing only courses of interest to them.

Initially, the prospective student 'shopping' online completes a simple web form accessible from the University's website, giving details of their requirements for up to three areas of study from Salford's taught or research streams. Within minutes they are then emailed a personalised prospectus as a PDF, which offers not only course details but also a rounded view of facilities, accommodation and campus life. In essence, not a dry prospectus, but a one-to-one, personalised marketing brochure.

The Benefits:

• Appeals to the online generation - directly relevant course details and promotional information is instantly accessible.
• Personalised to individual need, so has greater impact and helps the enquirer to feel valued.
• Greatly reduced print, storage or postage costs. (A generic printed prospectus is still available but fewer need to be printed).
• Reduced waste: the e-prospectus allows the University to update its course and contact details at will; information is always accurate and up-to-date.
• Enables better customer relationship management.
• Marketing measurability: allows the University to track what courses and information are in demand.
• Very few universities offer a similar service, achieving standout and relevance for the University of Salford.
• Greatly reduced environmental impact.
  

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  "The e-prospectus service provides prospective students with relevant, up-to-date information in a way that was not possible before. I am delighted that Salford is leading the way in using technology intelligently and efficiently to improve our communication to future postgraduates." University of Salford Director of Graduate Studies