The team’s purpose is to deliver Marketing, UK Student Recruitment and Widening Participation strategies and outputs.
Namely this means: Customer Relationship Management system and communication, market research and intelligence (including programme development insights), promotional campaigns, conversion activities, open days and offer holder events, school/college liaison, compliance with the OFS Access and Participation Plan and Faculty Marketing Management services.
Head of team
Elvie-Jo Shergold - Director of Marketing & Widening Participation (maternity cover for Priti Patel)
Priti Patel - Director of Marketing & Widening Participation (on maternity leave)
I am a trained marketing professional (BA Business and Marketing) and I have worked in both the further and higher education sectors for over 15 years. My goals within Queen Mary are to meet UK student recruitment targets and provide a good marketing infrastructure to support the Global Engagement team to meet international recruitment targets. Prior to working in the education sector I worked in digital marketing, data and advertising agencies.
Teams within marketing
- Campaigns and Conversion
- Student Recruitment and WP
- Faculty Marketing
- CRM, Analytics and Intelligence
We lead on and deliver innovative campaigns and conversion activities to support student recruitment and achieve institutional targets. This is across the entire prospective student journey, from enquiry to offer acceptance, for both home and international undergraduate and postgraduate programmes. Our work covers, media paid activity, lead generation, web, social, email, direct marketing, Out Of Home (OOH), SMS, virtual events, on campus events and print brochures. We are also responsible for prospective student journeys and content assets.
Our Student Recruitment and Widening Participation team act as the main point of contact for schools, colleges and individuals, nationally. Together we provide an extensive range of projects and activities for teachers and advisers, staff in IaG roles, tutors, curriculum staff, parents/carers and students. This extends to supporting under-represented students access study at Queen Mary as part of our commitments within the Strategy 2030 and Access and Participation Plan.
Our activities are informed by students, their supporters and often developed and delivered by our student ambassadors who provide a realistic insight into what it is like to be a student. We are also responsible for managing key recruitment events, both on campus and externally. The team manage the central Student Ambassador Scheme, which underpins the majority of our activities and provides students with valuable opportunities of work experience whilst they study.
Email us at education-liaison@qmul.ac.uk
As subject-specific experts, we work collaboratively to deliver school student recruitment targets (UG/PGT) with the support of the wider directorate and we add value with subject specific marketing strategies.
The CRM, Analytics and Intelligence team manages Queen Mary’s Customer relationship management system which is used for managing all your student recruitment and interactions from recruitment events from Year 12/13 pupils thinking of University, right the way through to accepted/ enrolled students. The system covers UG, PGT, PGR students across all years of study. Our current CRM is Radius from Anthology, we also use Gecko Forms – we are currently implementing HubSpot as a Marketing Automation Platform and creating a seamless customer journey.
We also provide Market Insight and Intelligence to support course portfolio development, marketing activities and outreach and widening participation work covering strategic and operational priorities. This would include analysis of our internal data sources along with external sources including information from HESA, UCAS, competitor websites and various other sources.This work may also include survey design and implementation, including the annual Accepters/Decliners survey along with analysis of other qualitative data sources such as focus groups.
The team is responsible for providing evaluation of outreach work using nationally recognised frameworks and administering the Higher Education Activity Tracker (HEAT) database ensuring that data capture and management is compliant and robust to facilitate high quality outreach and widening participation work. This would include data analysis for the university’s Access and Participation 5-year plans.
Email us at mc-crmmarcomms@qmul.ac.uk