Clearing Clarified – Key Trends and Applicant Behaviour Matt Criddle: Agency Sales Manager
OVERVIEW
1. Growth of the Clearing Market
2.
3.
4.
Applicant Behaviour & Decision Making
Applicant Profiling – Placed & Unplaced
How Can UCAS Media Help?5.
How Long Does Clearing Last?
GROWTH OF THE CLEARING MARKET
Clearing 2014 – up 7.4% to 61,000
APPLICANTS PLACED VIA CLEARING
20112010 2012 2013 2014
46.9k51.2k
55.7k
57.1k
61.3k
GROWTH OF THE CLEARING MARKET
• 23% more applicants placed in 2014 than in Clearing 2010
• Clearing a mature market offering choice to applicants
• 5,000 Applicants placed at Firm or Insurance choice, change provider during Clearing
• Applicants changing for their Firm choice 4 times more likely to be placed via Clearing than Adjustment
GROWTH OF THE CLEARING MARKET
2014 ACCEPTED APPLICANTS
Accepted via Firm Choice
Accepted via Insurance Choice
Accepted via Clearing
• Are we seeing the formation of a buyers market?
• Increased number of/ and diverse range of HEP’s recruiting – increased Choice for Applicants
• 18 of the 24 Russell Group Institutions actively recruiting in Clearing 2014
• Clearing, is now a valuable recruitment channel for an increasing number of providers
• Applicants more likely to be placed in Clearing than via Insurance choice
APPLICANT BEHAVIOUR AND DECISION MAKING
RESULTS DAY 2014 BY NUMBERS:
1,253,489 Logins to track –
av. 8.9 per second
APPLICANT BEHAVIOUR AND DECISION MAKING
RESULTS DAY 2014 BY NUMBERS:
5.2million page views on UCAS.com
APPLICANT BEHAVIOUR AND DECISION MAKING
RESULTS DAY 2014 BY NUMBERS:
600,000 searches in Course Search ToolMost popular subjects were Law, Psychology
and Economics
APPLICANT BEHAVIOUR AND DECISION MAKING
RESULTS DAY 2014 BY NUMBERS:
2,980 Social Media Enquiries
- 1,603 via Facebook
APPLICANT BEHAVIOUR AND DECISION MAKING
RESULTS DAY 2014 BY NUMBERS:
16,000 calls to the UCAS Contact Centre
IT’S BUSY!!But what do the students involved think?
APPLICANT BEHAVIOUR AND DECISION MAKING
RESULTS DAY 2014 BY NUMBERS:
APPLICANT BEHAVIOUR AND DECISION MAKING
Source : UCAS End of Cycle Applicant Survey – October 2014
How many Universities / Colleges did you contact in Clearing
What were you most interested in when
searching for courses in Clearing?
What factors influenced your choice of course
in Clearing?
Why did you use Clearing?
35% Missed their required grades
24% Wanted to change course or provider
20% Applied late
24% Received no offers
42% Only contacted 1
16% contacted 2
12% contacted 3
8% contacted 4
55% Subject
20% Entry requirements I know I can meet
15% Institution Location
11% Institution Type
47% Parents or other family members
29% Friends
28% School / College
APPLICANT PROFILING - GENDER
44% 48% 40%
56% 52% 60%
Source : UCAS Exact Report
MAIN PLACED UNPLACED
APPLICANT PROFILING - AGE
Source : UCAS Exact Report
MAIN PLACED UNPLACED
11% 1% 3%
52% 44% 33%
17 and under
18
19
20
21 and over
21% 22% 16%
8% 9% 9%
18% 24% 38%
APPLICANT PROFILING - DOMICILE
Source : UCAS Exact Report
MAIN PLACED UNPLACED
74% 82.72% 56.2%ENGLAND
NORTHERN IRELAND
SCOTLAND
WALES
EU
OVERSEAS
3% 0.44% 3.3%
7% 2.16% 7.7%
4% 3.41% 2.6%
5% 3.26% 10.9%
7% 6.35% 19.2%
APPLICANT PROFILING - GRADE
ABB+
Source : UCAS Exact Report
MAIN PLACED UNPLACED
37% 16% 19%
ABB- 63% 84% 81%
GRADE
HOW CAN UCAS MEDIA HELP?
OUR AUDIENCES
• 100% of Applicants – Placed & Unplaced• Parents & Guardians• Advisors at Schools & Colleges
MARKETING CHANNELS
• Digital Display Advertising• Mobile Advertising• SMS• E-newsletters• Targeted Email Campaigns • Video wall
DIGITAL DISPLAY ADVERTISING
Digital Display opportunities across key UCAS content
Position your brand in front of students researching clearing opportunities
Advertising formats:
• Banner Advertising• Mobile Banner• Button Adverts• Text Link• Subject Specific Keyword
Adverts
DIGITAL DISPLAY – CASE STUDIES
Clicks >> 200+CTR >> 0.19%
CLIENT: The London CollegeDISTRIUTION PERIOD: August 5th – September 12th
TOP PERFORMING LEADERBOARD
DIGITAL DISPLAY – CASE STUDIES
Clicks >> 500+CTR >> 0.24%
CLIENT: Royal HollowayDISTRIUTION PERIOD: August 11th – September 12th
TOP PERFORMING SKYSCRAPER
DIGITAL DISPLAY – MOBILE CASE STUDIES
Clicks >> 600+CTR >> 0.51%
CLIENT 1: Canterbury Christ Church UniversityDISTRIUTION PERIOD: August 5th – September 12th
DIGITAL DISPLAY – MOBILE CASE STUDIES
Clicks >> 700+CTR >> 0.48%
CLIENT 2: Queen Mary University of LondonDISTRIUTION PERIOD: August 7th – September 7th
CLEARING UNPLACED EMAILSWHAT?Targeted email campaigns to UCAS Unplaced Applicant Data
WHEN?From the Friday after Results Day
WHY?• 2015 Clearing recruitment – Across 94 Targeted Email campaigns, 501
applicants were accepted to the institution who had sent them the email.
• January/February Starts – Great audience for targeting potential Jan/Feb Starters – 29% Open Rate and 3% CTR across 21 campaigns sent
• 2016 Entry recruitment – Approximately 50% of 18 year olds re-apply, of which 90% will be successful
• Early Careers Opportunities – Early Careers recruiters are successfully using this data to promote their post 18 opportunities
EMAIL CASE STUDY 1
Open Rate >> 29%CTR >> 4%
CLIENT: Liverpool Hope UniversityUCAS AUDIENCE: 2014 Unplaced ApplicantsSUBJECT LINE: Places still available at Liverpool Hope UniversityAUDIENCE SIZE: 7,000+WHEN: Monday 18th August
EMAIL CASE STUDY 2
Open Rate >> 33%CTR >> 6%
CLIENT: Jaguar Land RoverUCAS AUDIENCE: 2014 Unplaced ApplicantsSUBJECT LINE: Jaguar Land Rover ApprenticeshipsDATA FILTERS: Engineering, Domiciled in the MidlandsAUDIENCE SIZE: 800+WHEN: Monday 12th January
New for 2015 :Precision Marketing Tool
Proactively target the best suited candidates with your Clearing vacancies
What is it? : An enhanced candidate matching tool powered by previous cycle clearing intelligence for your institution
How will it work? :
1. Confirm Interest with UCAS Media Account Manager2. Access Data Catalogue - updated daily from 10th August3. Order data for specific course requirements – By 1pm on 12th August4. ‘Matched’ learner profiles supplied – released at 10am on Results Day5. Call learner and make verbal offer – Between 1pm – 7pm on Results Day6. Learner adds choice in their personal Track account which is then confirmed by HEP7. UCAS Media Invoice fee per placed applicant
SUMMARY OF KEY INSIGHTS
The Clearing market is growing - up 7.4% to
61,300. Applicants now more likely to be
placed in Clearing than via Insurance Choice
1Clearing is also a highly valuable channel for the
recruitment of high grade candidates - 9,910 held
ABB+, while 20% of those unplaced also had ABB+
2Some students have a change of heart by results day. 5,000
applicants change provider despite having a place at either a firm or insurance
choice
3
SUMMARY OF KEY INSIGHTS
42% of placed students surveyed only contacted one HEP during clearing
and almost 50% will be influenced by their parent
of guardian
4Over 25,000 students
recruited between week 2 and close of cycle. Overall,
Clearing is a long process. Don’t give up too early!
5Almost 190,000 students
are looking for new opportunities at the close of
the cycle.
6