The Future of the Prospectus

25-May-10

Discovering Futures' latest conference on the future of the prospectus 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 but have we ever really stopped to consider the value of this document and what might be the alternative should we replace it? But the question remains, what would be the alternative? The mainstay of a successful student recruitment campaign is the prospectus - without one we would be seen to be putting this strategy at risk. What is the future of the prospectus? This conference has been designed to consider this question whilst also offering some ideas, alternatives and possibly some answers.

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 agenda

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.

Why the prospectus?

Although the traditional prospectus is currently the preferred choice of recruitment tool, how much longer can we afford to print and distribute these glossy tomes? They cost a great deal to produce, they date quickly, are invariably unyieldy and attempt to be a one-stop shop appealing to all our stakeholders. Should we instead invest in the technology to allow us to respond in a more bespoke way (a phenomenon recently coined the ‘long tail’) or is the prospectus to remain a mass market tool?

These are just some of the questions and issues that will be raised and discussed in this important new conference from Discovering Futures. The Future of the Prospectus? It’s a serious question and one which this event hopes will engage some of the best brains in the sector, including your own!

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.

Join us

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 will be Luke Mckend, Industry Head - Local/Careers at Google UK, the world's leading search engine. Also on the day's agenda are speakers from three of the country's leading printers to discuss how print is evolving; plus a panel of HEIST prospectus winners who will consider the role of the prospectus; and colleagues from the sector who will present case studies and their visions of the prospectus of the future.

Key issues

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.

Sessions cover:

  • the opportunities of successful digital marketing
  • the case for print
  • what makes for the best prospectus
  • using the iPhone to promote your courses and institution
  • 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
9.00 Registration / refreshments
9.35 Welcome from the chairman Andrew Platt-Higgins
Strategic Development Director
Penna Barkers
9.40 Keynote speaker Luke Mckend
Industry Head, Education
Google UK
Digital developments and search opportunities in student recruitment
10.20   The HEIST prospectus category award winners' forum

Antoinette Friar Craven: FE
Sarah Garwood UWIC: HE
Lynn Grimes TVU: Part-time
Rebecca Hughes Exeter: Postgraduate

What makes the perfect prospectus?
11.30 Break and networking
12.00   The Printers' forum

Miles Linney Linneys
Greg Warner Pindar
James Fear Sterling Solutions

The case for print
1.00 Lunch and networking opportunity
2.15   Lynn Grimes
Director of Marketing and Recruitment
TVU
Case study: the first iPhone prospectus app
2.45   Sean Montgomery
Director
Fonemedia
Mobile technology in marketing, communications and student recruitment
3.15 Refreshments
3.45   Andy Blair
Deputy Director of Marketing & Market Development
University of Surrey
Case study: Surrey's personalised prospectus is entirely designed, printed and fulfilled in house. The speaker will represent the three stages of the activity, strategy, design and conceptual development and production.
4.30 Closing session and time for reflection Tracy Playle
Managing Director
Picklejar Communications
From here to where? A self-confessed technophile's musings on how social and digital media might reshape the prospectus
5.00 Depart

Please note, the agenda may be subject to last minute revisions

The Conference Venue:

The Magic Circle headquarters
12 Stephenson Way
London NW1 2HD

We are delighted to be holding our conference on the future of the prospectus at the amazing Magic Circle headquarters, located in Stephenson Way, a quiet street less than a minute's walk from Euston Station in central London.

Hidden behind the doors of number 12, is the spectacular home of The Magic Circle, a private club where the finest magicians from all over the world meet regularly to invent illusions, share secrets and master their magic. The venue includes a clubroom and bar, meeting and dining room, library, museums and one of London's best kept secrets, the Magic Circle theatre.

The Magic Circle Headquarters has won awards for being a most interesting and unusual venue and provides the perfect location for Discovering Futures' latest conference.

You can see The Magic Cirlce’s location on this Google map.

Getting there

The nearest tube station is Euston which is also the mainline station for services to the north and northwest of England and Scotland. Euston Square (Hammersmith and City, Metropolitan and Circle lines) is five minutes walk away. A little further away on the Victoria and Northern lines is Warren Street station.

You can plan your journey using Transport for London's TfL website

Accommodation

Overnight accommodation is not included in the conference fee. There is a wide choice of accommodation available in central London, ranging from the cheap-and-cheerful to luxury five star! You can Google with your specific requirements but don't forget that hotels closest to the conference venue will be in the WC1 and NW1 postcode areas.

Wifi

Although we hope you won't be distracted by the demands of the office, it's still great to know that there is the convenience of a wifi facility at the conference venue - so you'll be able to keep track of your emails!

Andrew Platt-Higgins (Conference Chair)

Managing Director

Barkers

Andrew (also known as APH) has worked in the communications sector for more than 20 years, most of that time with Barkers. He studied English at university and spent six months as a trainee stockbroker, before joining the launch marketing team at London City Airport. In 1988, fearing that Docklands was an idea that would never work, he left for Farringdon Street and Barkers, just before the banks and newspapers decided to move in the opposite direction. Over the next five or six years, he took on stints in copywriting, agency marketing and communications, research and studio management before leaving for a role at Aspen Business Communications in the mid-1990s. There, he worked alongside account planners for the first time and – having argued with them constantly – he re-joined Barkers two years later to build our own planning function. For nearly ten years, APH headed a growing team of market research, insight and employer branding specialists, delivering solutions for clients across the industry spectrum, as well as writing and speaking on branding, recruitment and communications strategy, both within the UK and further afield. Andrew was appointed managing director of Barkers London in August 2008, nearly 20 years after first crossing the threshold – a powerful testimony to the Barkers employer brand.

Andy Blair

Deputy Director of Marketing & Market Development

University of Surrey

Andy Blair has spent over ten years working in higher education at the University of Surrey. A former graduate, Andy’s career has spanned several key central service functions across educational liaison, Students’ Union management and marcomms. Most recently, following several years as deputy director, Andy spent a year as acting director of marketing & communications before taking his current role as deputy and head of corporate & creative services. Andy is an associate member of the Chartered Institute of Marketing and a winner of the University of Surrey prize for enterprise & innovation.

James Fear

Director


Sterling Solutions

James runs the account management team at Sterling and has overall responsibility for maintaining existing client relationships as well as developing new business opportunities. His ability to understand client views and requirements coupled with over 15 years experience working with education establishments has earned Sterling a long list of clients. James regularly attends forums relating to the HE sector including CIM HE Mig, CASE, NAFSA, and the annual CBI Summit on higher education.

Antoinette Friar

Marketing Manager

Craven College

Antoinette has worked in the education market for over eight years. She has had marketing roles in both the FE and HE environment and is currently a strategic marketing manager at an FE college in Lancashire. She has experience in delivering corporate brand strategy and marketing strategy and has worked as a marketing consultant for a secondary school. Her most recent accomplishments were gaining a Bronze HEIST award followed by a Gold HEIST award for two Craven College FE prospectuses. During her time there she hosted five NASA astronauts at three events in Skipton on behalf of Yorkshire Forward and has also managed the Skills Street ‘In your hands’ campaign with Carole Smilie in collaboration with the Learning and Skills Council.

Sarah Garwood

Creative Services Manager

UWIC (University of Wales Institute, Cardiff)

Sarah began her career by studying environmental packaging and graphic design at West Surrey College of Art & Design (now known as UCA, University for the Creative Arts) before specialising in design for higher education. Prior to joining UWIC, Sarah spent nine years as creative director for Group Milacic, clients included Hyder, SWALEC, Lloyds of London, Panasonic, Hawker Siddley, Axa Insurance, Welsh Development Agency and the University of Glamorgan. Sarah’s prospectus for the University of Glamorgan was recognised with a Heist award. Sarah joined UWIC in 1999, designing all prospectuses, marketing material and publications. In 2009 UWIC’s Cardiff School of Art & Design prospectus won best student publication at the Association of Commonwealth Universities annual marketing and communications awards. The same publication also won bronze at the Heist awards, for best higher education prospectus. Sarah also oversees the UWIC website, and is currently working towards the anticipated renaming and full rebranding of the university later this year.

Lynn Grimes

Director of Marketing & Recruitment

Thames Valley University

Lynn Grimes has now worked at Thames Valley University for five years. She changed her working environment after 23 years in the NHS, where she was director of business strategy & performance with responsibility for an income dependent department. Looking back, Lynn says she can identify similar parallels between working with academics and working with medics. Lynn has been impressed by the dedication of staff who work within education and she is fully committed to the ethos of the accessibility of education for all. Lynn is chair of governors for a local primary school and sits on an independent panel of a local education authority for exclusions, so she has an awareness of social problems that can be created without access to education. At TVU, Lynn is responsible for the full marketing, communications, recruitment and widening participation functions at the University. Her professional memberships include the Chartered Institute of Marketing, Chartered Institute of Public Relations and the Institute of Direct Marketing. On a typical day, Lynn may be working on marketing campaigns for key student recruitment periods, PR and press issues such as crisis communications, producing a full range of internal and external University materials, website issues and frontline services. Lynn gets to work on interesting projects that aim to create a better learning environment for staff and students. Working amongst young people in a vibrant campus environment creates a lot of energy and TVU is quite a fun place to be. Multiple campuses and combining further and higher education creates some cultural challenges too but one thing’s for certain:, Lynn says she is never bored!

Rebecca Hughes

Postgraduate Marketing Manager

University of Exeter

Rebecca is responsible for the development and implementation of the central postgraduate marketing strategy, including the postgraduate prospectus and postgraduate website. She joined the University in September 2007 having spent three years at the Met Office where she worked for two years in marketing and a year in corporate performance management. Prior to this, Rebecca was responsible for the marketing and advertising for a mail order business in Exeter, which was a result of a successful Graduate Business Partnership after her MA Marketing in 2000/01.

Miles Linney

Managing Director

Linney Group

Miles is the sixth generation of the family business that is based in Mansfield, Nottinghamshire. He left school to travel to Australia for a year before returning to England and working as a market-maker for Hoare Govett in London for five years, trading in UK equities. He returned into the family business at the age of 25 and spent his first nine months on an induction that saw him estimating, printing prospectuses, driving vans and sweeping up! He then moved into sales and manufacturing positions before running a part of the regional newspaper side of the business for two years. He took up the current position of Managing Director in 1999. Linneys have established strong links in the sector of education over the last 25 years and design, print and distribute for many ‘educational clients’.

Luke Mckend

Industry Head - Local/Careers

Google UK

Luke Mckend is industry head classifieds markets at Google UK. In this capacity he works with some of Google's largest clients, helping them develop their online marketing strategies. He has specific responsibility for managing clients in recruitment, social networking/dating, restaurants and has recently been working with a selection of Google's education clients. Luke has worked in the online industry since arriving from South Africa in 1998, gaining experience across a wide variety of areas. He first worked for TMP Worldwide, initially in their candidate management unit, and eventually consulting with larger clients assessing their readiness to adopt enterprise e-recruitment systems. He joined e-recruitment innovators i-Grasp in 2003 as commercial director, and more recently worked for Stepstone after i-Grasp was acquired in 2005.

Sean Montgomery

Director

C-Disc

Sean’s career in the world of media spans over two decades, where he worked for both advertising agencies and media owners at board level. In 2001, he set up his first business and has since successfully launched another two companies specialising in reaching the youth audience. Sean’s experience working with both universities and colleges is extensive, spanning over 15 years, and in 2009 he created C-Disc which specialises in providing intelligent web software solutions for HE and FE. SMART, created by C-Disc, is a schools reporting tool used by many universities across the country, and Conversion Analytics is a web product that is changing the way universities and colleges improve their conversion rates. Sean is based in the south west of England with his team, and has two young children. His interests include Arsenal FC, golf and cooking but not necessarily in that order.

Tracy Playle

Founder and Managing Director

Picklejar Jar Communications

Having worked for six years at the University of Warwick, latterly as head of Research-TV, Tracey founded specialist communications consultancy Pickle Jar Communications in 2007 to support the higher education sector get to grips with new developments in social and digital media. Tracy’s clients include universities and colleges throughout the UK and increasingly in mainland Europe. Tracy is a keen believer in sharing best practice within the sector and, with this in mind, she founded www.he-comms.co.uk in 2008, the (free) social network for HE communications and marketing professionals. She is also chair of the Chartered Institute of Public Relations (CIPR) education and skills sector group, a keen blogger and an active ‘tweeter’ (@picklejar).

Greg Warner

Sales Director

Pindar

Since achieving a BTEC HND in printing, Greg has accrued some 20 years’ experience in virtually every aspect of the print industry. He joined Pindar in 1996 and has been sales director since 1999; he now has full responsibility for all aspects of sales in four core market areas: central government, education, examination papers and travel information. His career progression through work scheduling, customer service, account management, production to his sales role, means that he is well qualified to steer his business responsibilities successfully. As part of his role, attention to detail, accurate administration, clear communication with customers and superior product standards are paramount. Greg’s experience and thorough understanding of all aspects of the production process are invaluable. Combined with his management capabilities these qualities are instrumental in his aim to continually fulfil customers’ requirements.

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. Developments already embrace the iPhone; might prospectuses soon be available for download via iTunesU?

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 printing industry is 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
  • hear from a select group of prospectus printers regarding the services of the printing industry
  • learn about the new economic power of the ‘long tail’
  • benefit from the latest thinking and network with colleagues

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. Developments already embrace the iPhone; might prospectuses soon be available for download via iTunesU?

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 printing industry is 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
  • hear from a select group of prospectus printers regarding the services of the printing industry
  • learn about the new economic power of the ‘long tail’
  • benefit from the latest thinking and network with colleagues
Fees are not available for archived conferences