Technology for Marketing and Student Recruitment Publications and Marketing Services (PAMS)

Technology for Marketing and Student Recruitment Publications and Marketing Services (PAMS) • Ian Bartlett, Head of PAMS

PAMS’ role • Based in Communications and Marketing. Amongst other activities, PAMS... • ...PRODUCES: • Prospectuses – print and web • Study Abroad Guide production • Prospective Students website (www.ucl.ac.uk/study) • ...PROVIDES: • Content for use on departmental/faculty websites • Support and advice to departments • Assistance with development of student recruitment communications www.ucl.ac.uk/pams

Information hierarchy: 3 levels of enquiry • Primary • what/where is UCL? • what degrees offered? • entry requirements • Secondary • degree structure and content • what can I do with my degree (careers)? • Tertiary • more detailed study information • facilities in dept. • staff etc. www.ucl.ac.uk/pams

Information hierarchy • PAMS concerned primarily with primary and secondary enquiry levels • Dept/faculty sites provide answers for secondary/tertiary levels of enquiry • Typical web journey:UCL home >> Prospective Students site >> Prospectus pages >> Degree programme page >> Departmental siteNot in every case, but generally holds true as shown by web stats. • Enquirers can enter UCL site anywhere (usually from Google), so information consistency is important. www.ucl.ac.uk/pams

Aims and objectives • With regard to student recruitment communications, PAMS seeks to: • improve breadth and depth of communications with prospective students • improve consistency of information across the range of formats and channels (print, electronic, central website, dept websites) • improve accuracy of information • widen the range of channels • simplify navigation of information available to prospective students • focus content on the needs of our target audience (students, parents, funders etc.) www.ucl.ac.uk/pams

Degree programme database • In order to help achieve our aims, PAMS has developed a database of degree programme marketing content: • content is focused on market research feedback • database is separate from SITS/Portico for now – hosted on UCL’s MySQL server • structure is intended to allow for future integration with SITS/Portico • two instances: one for UG, one for PGT programmes • allows for a single entry for each programme: 190 for UG, 350 for PGT • content updates requested annually as part of prospectus update cycle; BUT updates can be made at other times if requested • content owners can update their sections (e.g. Admissions info) • content can be used for multiple purposes... www.ucl.ac.uk/pams

Database content uses www.ucl.ac.uk/pams

Printed Prospectus • content pulled in via plugin for DTP software • uses limited fields in database • content flows in and populates subject sections of print file • requires a ‘content first’ approach to production • produced on an annual cycle • intended as a teaser for more detailed online content • still treated as main first point-of-contact by many, despite web developments www.ucl.ac.uk/pams

Web prospectus • more detailed content – complements print prospectus • uses more fields from database, but consistent across print and web formats • content pulled in via PHP • can be pulled in via code source in Silva • mid-year content updates can be displayed (e.g. programme changes) • searchable www.ucl.ac.uk/pams

PDF leaflets • use same database content • can be printed locally via download or available for order by departments from UCL print supplier (Optichrome) via online order page www.ucl.ac.uk/prospective-students/pams/order-prints • suitable for mailing out or distribution at events • one brochure for each taught programme • updated overnight with any database content changes • fully within UCL corporate identity www.ucl.ac.uk/pams

Departmental websites • database content can be pulled through to departmental websites • aids consistency of core (primary and secondary level) content across UCL website • more detailed department-produced (i.e. tertiary level) content can supplement the core content • content appears styled in line with departmental site • content updates automatically fed through • templates being developed within Silva for ease of use • minimises duplication and could save departmental staff hours of work www.ucl.ac.uk/pams

Other projects/services • Module descriptionsPAMS to populate the module description field in Portico. Would allow content to be pulled into websites and used for module selection, HEAR, transcripts, Study Abroad Guide etc. • Online posters/postcards/flyer templatesWould allow departmental staff to access an online range of corporate identity-compliant, templated materials which they could edit and order for print to promote events, degrees, scholarships etc. • E-newslettersDeveloping templates for staff to produce e-newsletters. These could be used for maintaining contact with offer holders, prospective students etc. • Support for departmentsProvision of support and advice to departmental colleagues with regard to student recruitment communications www.ucl.ac.uk/pams

Contact us • Website: www.ucl.ac.uk/pams • See also: www.ucl.ac.uk/cam for assistance with non-student recruitment communications • Email: i.bartlett@ucl.ac.uk • Tel xtn: 37106 www.ucl.ac.uk/pams

Technology for Marketing and Student Recruitment Publications and Marketing Services (PAMS)