COVID-19 IMPACT ON STUDENTS AND INSTITUTIONS Global cases - PowerPoint PPT Presentation

COVID-19 IMPACT ON STUDENTS AND INSTITUTIONS

Global cases surpass 400,000, India, Australia and many other countries go in to lockdown Stabilisation OVERALL Virus spreads 70% throughout Europe. N. Italy in IMPACT ON lockdown, US 61% 61% 61% 60% 58% travel ban, WHO declares STUDENTS pandemic 50% 50% Global cases surpass 700,000, over 40% 50k new cases per day, 180k+ cases Has the coronavirus affected your in USA, 4,000 cases and 19 deaths 34% plans to study abroad? in Australia 30% 28% Cases soar in south-east Asia, (% saying ‘Yes’) 20% Europe declared epicentre, young people “not invincible” to coronavirus 10% Uncertainty % of students saying ‘Don’t 0% know’ has increased from Prior to 5th 6th-12th 13th-19th 20th-26th 27th Mar - 3rd-9th 10th-16th March Mar Mar Mar 2nd Apr Apr Apr around 13% to 30%

HOW HAS IT IMPACTED Cancel Defer until Something Study study next year else elsewhere plans STUDENTS 63% 11% 10% 17% Which of these best describes how the coronavirus has changed your plans to study abroad? (Since April) Other? • General uncertainty – wait and see • Waiting on other criteria like language testing • Changing plans – online study, study locally etc

HOW HAS IT How do you expect the coronavirus to affect the number of student applications at your institution? IMPACTED Increase INSTITUTIONS? Don’t know 5% 21% Most institutions are expecting a decrease 23% No change in applications. How can they adjust? Efficiency With fewer applications, the ability to effectively manage 51% Decrease the applications you do get will be essential

Digital activities have become more important Nearly all institutions see the growing importance of online activities, with events, marketing and one- HOW HAS IT to-one meetings all receiving more attention IMPACTED Digital events 76% 17% 7% INSTITUTIONS? Digital marketing 73% 18% 9% Qualified one to one 71% 19% 10% online meetings 8 face-to-face student recruitment events pivoted to Lead generation 49% 35% 16% virtual events: Qualified one to one in 22% 33% 45% Schools = 57 person meetings Virtual Rooms = 128 In person Events/ Fairs 14% 27% 59% Candidates = 291 More important Not applicable Less important https://www.qs.com/covid-19-resources-updates/

COVID-19 MAINTAINING THE ENROLMENT PIPELINE

UNDERSTAND THE ENROLMENT JOURNEY 1 2 3 4 5 6 7 8 9 10 11 12 13 MONTHS > Average 10 month enrolment journey • Average 3-5 inbound comms • Average 15-30 outbound comms • TRADITIONALLY, INSTITUTIONS HAD ABOUT A YEAR TO NURTURE THEIR PROSPECTS AND MOST INTERNATIONAL RECRUITMENT STRATEGIES INCLUDED IN-COUNTRY VISITS, CAMPUS TOURS, OPEN DAYS AND FACE TO FACE EXPERIENCES – HOW CAN YOU REPLACE THESE?

UNDERSTAND THE MARKET SHIFTS JAN-MAR 2020 YOY TRENDS Overall enquiries are slightly down Inbound communications are up Market diversification is noticeable Demand is shifting (pathway and foundation ^) Communications channels continue to vary FAQs remain the same VOLUME OF NEW PROSPECTS IS NOT LETTING UP ANYTIME SOON. THEY ARE STARTING THEIR JOURNEYS EARLIER. THEY ASK MORE QUESTIONS AND ARE INTERESTED IN A BROADER RANGE OF COURSES. BUT THEY ARE ASKING THE SAME FAQS.

PERSONALISE YOUR COMMUNICATIONS What infor forms ms cont ntent, ent, messa sagin ging g an and d persona rsonali lisation sation? 2019 19 Enquir nquiry & En Enrol olmen ment t Dat ata Markets (nationality) • Lead Source (channels) • Demand & Motivations (level of study) • Pipeline (comms to enrolment) • Need ed to be revie viewing ing an and revising! vising! TO NURTURE A SMALLER NUMBER OF PROSPECTS IN A MORE COMPETITIVE ENVIRONMENT, A DEEP UNDERSTANDING OF WHO THEY ARE AND WHAT THEY WANT IS ESSENTIAL (AND IT MAY BE DIFFERENT TO WHAT IT ONCE WAS!)

MAINTAINING THE ENROLMENT PIPELINE 2 3 1 Use your CRM to understand Timing and cadence will be Be smart about your most any potential changes in key in the enrolment precious resources – your your enquiry market, journey. Maintain frequent staff. Where are the personalise comms and use communications, and look bottlenecks along the content, USPs, images, for opportunities to replace journey and where will you videos strategically. F2F events with digital get the greatest return ? Leverage student equivalents preferences and communicate 1-1. NOW IS NOT THE TIME TO TAKE YOUR FOOT OFF THE ACCELERATOR – YOUR COMPETITORS AND NEW ONLINE PLAYERS WON’T BE!

10 WHO WE ARE