23/01/2020 A BEGINNERS’ GUIDE TO WHAT’S COMING UP WRITING AN OUTREACH STRATEGY FOR OUTREACH • What is a strategy and why do I need one? S U Z A N N A M A R S H , U N IV E R S IT Y O F OX F O R D & PA U L W IG G IN S , U N IV E R S IT Y O F S U S S E X • Where are we now and what’s going on out there? Private Baldrick : I have a plan, sir. • LE PEST Captain Blackadder : Really, Baldrick? A cunning and subtle one? • Interspersed with a Sussex University case • SWOT Private Baldrick : Yes, sir. study Captain Blackadder : As cunning as a fox who's just been appointed • Defining and segmenting markets Professor of Cunning at Oxford University? • Market penetration Private Baldrick : Yes, sir. • The Strategy Pyramid Captain Blackadder : Well, I'm afraid it'll have to wait. Whatever it was, I'm sure it was better than my plan to get out of this by pretending to be • Evaluation, KPIs and budgets mad. I mean, who would have noticed another madman round here? • Top tips and planning pitfalls Used under a creative commons license. Photo by Ed Schipul Blackadder Goes Forth: Goodbyeee WHAT IS A STRATEGY & WHY DO I NEED ONE? NO SUCH THING AS A PERFECT PLAN ( B U T T H AT ’S N OT A N E X C U S E F O R N OT H AV IN G O N E ) • Handling well-meaning academics’ ‘brilliant’ ideas • Managing your workload: focus on the important stuff • Plan needs to work for you • Planning for change • Identify risks, work out how to deal with them • Learn lessons for the future • CV building • You’re going to need good data • Plus the input of those around you • A plan of action designed to achieve a goal or vision • Where are we now? • Where are we going? • A detailed plan for achieving success in situations • How will we get there? such as war, politics, business, industry or sport • Can we be more focused? • Can we be more effective? • Can we be more efficient? • Can we be more successful? Used under a creative commons license. Photo by GotCredit SOME EXAMPLES OF USEFUL DATA/RESOURCES (THERE WILL BE MANY MORE/ALTERNATIVES) POST-IT NOTE TIME! • Your Access and Participation Plan. And historic performance against them. • Any relevant existing plans/strategies: institution/college/department wide • Metrics on your target schools: “WHERE ARE WE NOW?” • Level of current engagement • POLAR data, ACORN data, TUNDRA (tracking underrepresentation by area)…. YOU’VE GOT THREE MINUTES: JOT DOWN WHAT DATA/RESOURCES DO • Where are you getting applications from? For what subjects? Are applications resulting in students on course? YOU NEED TO SEEK OUT TO ANSWER THIS QUESTION • HESA data • A Level subject-choice intelligence An example to get you started: application and admissions figures • UCAS data on university subject choice trends • Admissions and application metrics • Which HEIs are our applicants also applying to? • Are your competitors doing anything new, that might impact you? Eg launching a new course, changing their SCO? • Profile of your current successful/WP applicants: where do they come from? 1
23/01/2020 Impact on subject Rising tuition fees? A-level reform choice at degree (eg Cuts to nursing funding WHERE ARE WE NOW? WHAT’S GOING OUT THERE? Increase in places for medicine interest in Earth Sciences, Materials Political etc) Economic Environmental LE PEST Legal Social Immigration reform T echnical/T echnological Falling number of 18 year-olds (smaller market) • Competitive advantage – why are we better than the rest? MOOCs • What is our unique selling point? (USP) • What do we need to worry about? U sed under a creative com m ons license. Photo by Anne W orner U sed under a creative com m ons license. Photo by C haram elody POST-IT NOTE TIME! Internal limitations that Internal capabilities that may interfere with your may help you reach your ability to achieve your goals goals S W Internal Strengths Weaknesses YOU’VE GOT THREE MINUTES: O T External Opportunities Threats USING THE “LE PEST” FRAMEWORK, JOT DOWN SOME MACRO- ENVIRONMENTAL FACTORS THAT INFLUENCE YOUR OUTREACH WORK Current or emerging External factors that you IN THE COMING THREE YEARS external factors that may may be able to exploit to challenge your your advantage performance GO! Reminder: Legal, Environmental+ Political, Economic, Social, Technological. Positive Negative CASE STUDY: TARGET SCHOOL STRATEGY SUSSEX POST-IT NOTE TIME! Review the Assess our Build the YOU’VE GOT TWO MINUTES: Data Goals Strategy START YOUR OWN SWOT ANALYSIS. WHAT ARE THE STRENGTHS AND WEAKNESSES OF YOUR ORGANISATION THAT ARE LIKELY TO AFFECT YOUR OUTREACH WORK? WHAT EXTERNAL OPPORTUNITIES AND THREATS ARE THERE? GO! 2
23/01/2020 HOW WE USED THE DATA AT SUSSEX SEGMENT & DEFINE YOUR TARGET MARKETS: POST-IT NOTE TIME! 1 2 3 Market Share Analysis Feeder School Analysis WP Partner School Broader Schools Analysis UK Regions Patterns over the last 5 Analysis Density of WP Students South East Regions years Progression to Sussex ‘Hub Regions’ • YOU’VE GOT A COUPLE OF MINUTES TO DEFINE SOME OF YOUR TARGET Gaps Applications and Entrants WP Profile MARKETS. HOW CAN YOU MEASURE YOUR MARKET PENETRATION? Changes WP Profile Levels of Engagement Where else do our potential Recruitment radii mapping applicants go? Comparisons with ‘Partner • GO! Schools’ Hint: think about product/service benefits sought, demographic variables, geographic variables, behavioral variables... Bonus points if you can figure out where you might find these groups of people. MISSION (PURPOSE) + VISION (AMBITION) THE STRATEGY PYRAMID National Trust T o combat issues such as climate change and Sainsbury’s safeguard these special places for future T o be the most Where are we now? Why do we exist? generations. trusted retailer Mission where people Goals What you'd like to accomplish: the big idea Where are we going? love to Objectives Objectives What you'd like to accomplish: sub-goals work and Cancer Research UK shop. T o accelerate progress and see What are you going to do to get there Strategies (high-level approach) M three-quarters of people surviving How are we going G to get there? O Tactics Things you'll actually do to accomplish the disease within the next 20 years. S the goals (detailed activities) T U sed under a creative com m ons license. Photo by Bronx MISSION (PURPOSE) + VISION (AMBITION) POST-IT NOTE TIME! …to achieve the highest international standards in education The University of Oxford aims to and research, while continuing to serve its local communities lead the world in research and through public engagement and the promotion of opportunity education. We seek to do this in ways to individuals less favoured by financial or social background. which benefit society on a national Queen Mary and a global scale. Over the period of • YOU HAVE ONE MINUTE: this Plan we will build on the A better university for a better world…. Designed to be • DOES YOUR COLLEGE OR DEPARTMENT HAVE ITS OWN MISSION University’s long traditions of different, the University of Sussex has a distinguished STATEMENT? WOULD YOU LIKE IT TO? WRITE DOWN YOUR IDEAS HERE! independent scholarship and tradition of disruptive and experimental interventions. academic freedom while fostering a University of Sussex culture in which innovation plays an • GO! important role….To fulfil the aims The mission of the University of Cambridge is to contribute that no potential student should be to society through the pursuit of education, learning, and deterred from applying to Oxford by • HINT: WHAT DO WE EXIST TO DO? WHY ARE WE HERE? research at the highest international levels of excellence. The M financial or other barriers and that no University's core values are as follows: G student’s success should be hampered O • freedom of thought and expression by financial difficulties. S • freedom from discrimination. Oxford University T Cambridge University 3
Recommend
More recommend
