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Why the prospectus?
The Future of the Prospectus - an update has been specially created for everyone engaged with the challenge of attracting students to their institution, college or school.
Every school, college and university produces a prospectus. Over the last few years a nuber of institutions have used digital methods to prpmote their courses and as such the prospectus no longer meant that they would produce a paper-based catalogue.
Have you considered doing something different with your prospectus? How can you set yourself apart from the competition without alientqting your stakeholders? Is the power of "the brand in the hand" still too important to justify changing? Have you ever considered the value of this document and what might be the alternative should you replace it? But the question remains, what would be the alternative?
Your student recruitment strategy will be utilising the full marketing mix to build a meaningful relationship with your target audiences; but are you maximizing the full potential of digital technology, harnessing the opportunities of mobile communications, realising the importance of social media, utilising the power of search, or the endless choice created by the internet and the unlimited demand and opportunity this has unleashed? All these developments are presenting new opportunities for reaching target markets whilst also threatening the traditional routes to market and the once dominant power of paper and print.
This conference has been designed to consider this question whilst also offering some ideas, alternatives and possibly some answers supported by a range of case studies.
At this event we will aim to address the future of the prospectus by giving you:
time to reflect on what your prospectus should be
- an opportunity to hear from experts who can help you consider how you might embrace new developments
information regarding how potential students wish to engage with you. (Are you conversant with, and prepared for, these changes?)
feedback on the importance of clear and accessible information. (This might also help with retention rates if potential students firstly understand what they are getting into.)
advice on how to ensure your prospectus is accurate, up-to-date and excellent at satisfying the expectations of your many stakeholders
the opportunity to be challenged about your strategies and how you might embrace new routes to market.
The exciting and stimulating agenda features speakers from the commercial and education sectors who are leaders in their field - they will unveil a range of new developments, case studies and innovative thinking which will contribute to this important discussion on the future of the prospectus.
The rise of digital attraction methods, and associated technology, will be high on the speaker's agendas.
The forums and presentations will aim to give you new ideas and a fresh perspective to help you re-evaluate your organisation's prospectus strategies which will in turn impact on your broader marketing and recruitment strategies. The implications of these technological developments are enormous.
Join us for a day's debate about how digital technologies and traditional printing are both competing for your potential students attention and gain invaluable new insights into new developments and strategies.
Our keynote speaker, Andy Westwood, CEO of GuildHE, will provide a strategic overview of HE in the post-Browne era and how this is impacting on recruitment.
The presentations, prospectus winners forum and special interest sessions aim to give you new ideas and a fresh perspective to help you re-evaluate your organisation's prospectus strategy. There will always be time to ask your questions and to network with colleagues.
- reaching your audience through successful digital marketing
- the sustainable case for paper and print
- what makes for the best prospectus
- interactive, and digital prospectus
- using augmented reality in your prospectus
- personalising the prospectus - is this the way forward?
- the use of mobile marketing in recruitment
- the musings of a digital expert on the way ahead for the prospectus
- the results of specially commissioned market research: the thoughts of year 12 students regarding further study, and a mystery shopping exercise of all UK HEIs' prospectuses.
The Future of the Prospectus - an update: 26 March 2013
|from 9.00||Registration / refreshments|
|Keynote speaker||Andy Westwood
|Future Challenges for Higher Education.|
|The prospectus... setting the scene.|
|10.30||Break and networking|
|10.45||The HEIST prospectus category award winners' forum
Antoinette Perry * Craven College: FE
What makes for the 'perfect' prospectus? What is the future?
(* Antoinette Perry is representing Craven College although she has since moved to Burnley College)
Corporate Social Responsibility Manager
Premier Paper Group
|Paper and print: addressing issues on sustainabillity, the environment and technological developments.|
Strategic Media Consultant, Magus Digital
Publisher, Solus Press, Wrd and ifBooks
|The Future of the Prospectus: virtual, variable and definitely digital…|
|1.00||Lunch and networking opportunity
(and from 1.15, tours of the building)
|2.00||Special interest sessions 1 (40 mins)|
|• 1||Jill Hogan with Richard Birkin
Marketing consultant Head of Development
|Case study: Ravensbourne: going digital - the experience of abandoning print|
|• 2||Paul Goodwin with Sean Montgomery
Marketing Manager Director
Kendal College C-Disc
|Augmented reality and mobile: its potential and power - the experience of Kendal College|
|2.40||Special interest sessions 2 (40 mins)|
|• 1||Charlotte Tangye
Web Content Manager
|Development, design and delivery of a new interactive prospectus|
|• 2||Ian Fuggle
|Working with your agency to energise your communication.|
|3.20||Break and networking opportunity|
|3.40||Special interest sessions 3 (40 mins)|
|• 1||Frank Durrell
Head of Digital
|Digital trends in the youth market.|
|• 2||Sean Montgomery
|Smarter distribution: getting the prospectus into the right hands at the right time|
|4.20||Hazel Joe & Robert Hawker Ian Morgan
Researcher Director Director
Discovering Futures Academium
|The lastest research commissioned for this event: the findings from Discovering Futures' sector-wide prospectus mystery shopping exercise; followed by Academium's research into what year 12 students think of the prospectus, once they have it.|
|Wrap up and further Qs and As.|
Please note, under exceptional circumstances the agenda may be subject to change.
Date: 26 March 2013
The Conference Venue:
6 Penrose Way
London SE10 0EW
Ravensbourne relocated two years ago from Chislehurst to this purpose-built, and state-of-the-art building next to The O2 at Greenwich Peninsula - it really does have the wow factor! The teaching and learning philosophy of Ravensbourne permeates the concept and design of their new building. Visitors are always impressed and invariably compare it to their own institution. The building will intrigue you so much that tours will be available during the conference lunch break.
The venue is fully accessible, is fully air conditioned, and offers free wifi available for delegates' use - not that you'll be expecting to have too much time to be distracted by emails and office phone calls.
You can see the location of Ravensbourne House on this map:
View Larger Map
The nearest tube station is North Greenwich on the Jubilee line of the underground network.
You can plan your journey using Transport for London's TfL website.
Ravensbourne is a two-minute walk from North Greenwich underground station. On exiting the station, please follow signs to The O2 following the covered walkway to The O2′s main entrance. Before you reach the main entrance to The O2, turn right into Penrose Way and Ravensbourne’s entrance is on your right.
Eight TfL bus routes operate to and from North Greenwich including three 24 hour bus services. Key destinations include Stratford, Charlton, Greenwich, Lewisham, Woolwich, Eltham, North Kent and Central London. Please visit www.tfl.gov.uk for timetable information.
By Thames Clipper
We are a two minute walk from the North Greenwich Pier stop on the Thames Clipper route. Please visit the Thames Clipper website for routes, fares and journey times.
By Docklands Light Railway
Ravensbourne is just one stop via the Jubilee line from Canary Wharf or Canning Town on the Docklands Light Railway.
By National Rail
Charlton mainline station is just a short ride on either a 486, 472 or 161 bus to/from North Greenwich underground station. Southeastern runs services to Charlton train station. Turn left out of the station and catch 486, 472 or N472 buses to North Greenwich.
The current network takes the Eurostar into St. Pancras, from where you only need to jump on the Northern Line down to London Bridge where you can then change to the Jubilee Line.
By Cable Car
Depending on your journey to North Greenwich, you may wish to make a slight detour to take the new cable car from the Royal Docks to Greenwich Peninsula and enjoy the spectacular views of east London and beyond. See the cable car website for further information.
Overnight accommodation is not included in the conference fee. There are a number of hotels around Greenwich. The closest hotel to the venue is the Holiday Inn Express, SE10 0GD. There is also a Premier Inn on Greenwich High Road, a Travel Lodge on Blackheath, and an Ibis on Stockwell Street. All hotels are in the London SE10 area. Please note that the inclusion of these hotels does not confer any form of recommendation on our part.
Further afield, there is a wide choice of accommodation in Canary Wharf, around the vicinity of the Excel Exhibition Centre, and also in central London. You can Google with your specific requirements.
Although we hope you won't be distracted by the demands of the office, there is the convenience of a free wifi throughout Ravensbourne.
Andy Westwood (Keynote Speaker)
Kirsty L Barr
The Glasgow School of Art
Head of Development
Corporate Social Responsibility Manager
Premier Paper Group
Head of Digital
Hogan Marketing Communications
Jill has over 15 years experience in strategic marketing communications roles, most recently as Head of Marketing and Communications at Ravensbourne. During her career, she has developed and delivered marketing and communications strategies for complex public sector organisations in the creative and education sectors. In April 2012, Jill formed her own marcomms company and retains Ravensbourne as a client, as well as working with organisations ranging from the Mozilla Foundation to the regional Chamber of Commerce. She holds a drama degree and postgraduate diplomas in arts MAnagement and public relations. She is a member of the Chartered Institute of Public Relations.
Researcher Discovering FuturesPhoto
Marketing Projects Manager
The University of Nottingham
Head of Marketing and Communications
Glasgow School of Art
Strategic Marketing Manager
Publisher, Solus Press, Wrd and ifBooks Strategic Media Consultant
Jonathan’s career history combines the extremes of old and new technologies and his professional expertise and experience encompasses many aspects of publishing, including those most relevant to its future directions: ‘virtual, variable and definitely digital…’ These include a groundbreaking project that applied 'variable data publication' technologies to HE prospectus generation, which has to date accumulated six national and international industry awards - and actively establishing quality standards and production values for professional eBook development, which incorporates the enhanced eTextbooks that will soon have a profound impact on education delivery.
His skillset involves most aspects of content creation and production workflows and is characterised by an interest in innovative solutions. He has worked in marketing and in the HE sector (although he is from the private sector). He has developed and directed teams (editorial and technical) providing both digital (online and multimedia) and print solutions (including prospectuses).
He has been ‘in print’ as an author and journalist for more than 30 years, and in a book published 25 years ago he correctly predicted what is happening to the publications industry now.
Jonathan is a strategic media consultant advising on the rapidly evolving landscape of publishing technologies and on digitally enabled multi-channel marketing. He is also the publisher of an independent ePublishing house. So, Jonathan’s overview of 'The Future of the Prospectus: virtual, variable and definitely digital…' promises to be very well informed and full of unique insights.
Web Content Manager
Date: 26 March 2013 Venue: Ravensbourne, London SE10 0EW
The event promises to be the most stimulating discussion held on the future of the prospectus for years! It will provide an exciting line-up of relevant speakers who will discuss the many aspects of successful student recruitment and the tools needed to reach diverse groups of potential students in an ever-changing marketplace.
You will have the opportunity to discuss, debate and ask questions regarding the student recruitment strategies you should be exploring for your institution’s future growth and success.
Addressing your professional needs
Whatever your role or position in your institution, college or school, this unique event will provide a stimulating and engaging day’s discussion on how your recruitment strategy might adapt as traditional routes to market become increasingly challenged by digital developments.
You will discover how the latest thinking is shaping the future of the prospectus away from its traditional position as a one-stop recruitment and information tool and into a format that makes it accessible instantly online, via mobile technology or as a personalised document.
This conference will address these questions and many others, whilst also providing an excellent opportunity to reflect on, and address, your professional needs. Among the many issues to be discussed, you will discover:
- how successful digital marketing is redefining the marketing and promotional mix
- how the paper and printing industries are adapting to change and developing new products and services
- the views of the HEIST prospectus category winners and how they might be planning for a new paradigm in communications marketing
- the potential of mobile technology and how it has unleashed scores of new opportunities for engaging with students
- the advantages offered by personalising the prospectus
- the synergies between social and digital media and how they are contributing significantly to the debate on the future of the prospectus.
By attending you will:
- understand how the latest technological developments can enhance the uses and applications of the prospectus in your student recruitment strategy
- hear from experts in their field about the future of the prospectus
- discover how your peers are using digital developments to communicate with potential students
- learn about the continuing appeal of paper and print
- benefit from the latest thinking and network with colleagues