Personal web pages prove popular

The introduction of EMT Connect means that undergraduate enquirers can now opt to have a personalised web homepage (or VIP page) instead of a paper prospectus. The former provides a page with a wealth of information meeting the information needs of the enquirer. While it is early days, only 10% of enquirers are requesting a paper prospectus so the very early evidence suggests that personalised information is more popular.

Improved service introduced for UG enquirers

Undergraduate enquirers will now receive a much better service when they request a prospectus thanks to our new web based, customer relationship tool, EMT Connect.

Live date - Connect went live today (24 June) and means that UG enquirers can sign up for customised information on a personal web page by simply clicking on the “Order a Prospectus” facility on our homepage. Once the enquirer has provided a few details, an email lets them know their personalised information is available to view.

Interactive experience - Designed to increase conversion from enquiry to applicant, the web pages are attractive and interactive. Create a web page for yourself by requesting a prospectus. So that we can remove test logons please make the first line of your address TESTTEST. These logons will be active for one week from today. Enquirers will also have the option to view a digital, interactive version of the prospectus – a “flippy book” or request a paper prospectus if they wish.

Cross function working - A cross function university team primarily from MRC, SITs and ICTS has been working on the implementation of EMT Connect which also enables UG enquirers to book their open day place online. Extensive testing took place using staff and students to ensure the system will provide an excellent service for users.

Next stages - The team is now working on getting EMT Connect ready to handle UG, PG and PGCE applicants for September 2010 entry.

SIT's data at the heart of EMT Connect

The ability of EMT Connect, a web based application, to grow enquiry and enrollment is driven by student data held on our SIT's database. Without it, we would not be able to provide personalised, web based information for enquirers and applicants. Intensive work has been undertaken by the SIT's, web services and ICTS teams to make sure that data transfers between Connect and SIT's works seamlessly to provide an efficient service for enquirers and applicants.

If you are interested in the data transfers, please take a look at the diagram (please click to enlarge).

New Day in the Life student video to see

EMT Connect due to launch 6 April 2009

Our web based customer relationship management tool will be operational from late April 2009. This means that undergraduate enquirers for September 2010 entry will be able to sign up for a personal web page ( a VIP page) containing a range of personalised information including a Day in the Life student video instead of a paper prospectus (enquirers will always have the option to choose a printed prospectus). The tool aims to increase enquiry and applicant numebrs.

Enquirers who choose this route will then receive relevant, personalised communications via a mix of their personal homepage, letter, phone,text and email to convert them to firm applicants. UG applicants starting September 2009 will also be able sign up for a personal web page to enhance their experience before commencing their course. Open days in 2009 will also be handled by EMT Connect with subsequent phases of the project focusing on other types of students.

Premiere - sample EMT Connect student video

Student Videos Previewed

Six student ambassadors saw their Day in a Life videos for the very first time this evening.

Each 90 second cameo will be used on the university web site to provide enquirers with an authentic slice of university life. Enquirers will also be encouraged to visit the ambassadors' Facebook sites to further increase electronic word of mouth marketing. Our research has shown that this type of marketing is one of the most effective in persuading potential students to choose the university of Cumbria.

We will be posting the videos to this blog in the near future.

New to this blog?

Thanks for visiting the blog. For more information on what EMT Connect can do, please scroll down and see some of the earlier posts or post a question or comment.

When can we see what EMT Connect looks like?

We're working on the design and content now and will post mock-ups of some of the material in the next week. This will include an example of a student ambassador day in the life film which will be used on our web site to give applicants a further insight into student life. We are also market testing the material with students to make sure it is attractive and meets their information needs. Later this month, we will ask selected staff to have a go with the Connect in advance of it going live.

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Who's managing the project?

The project is being overseen by a project board. A steering group advises on operational issues led by Ian Roberts and assisted by Marie Kane, Dave Hudson, Alison Bolton and Graham Kennedy.

Timetable for implemenation

Connect will be introduced on a phased basis. We aim to get the system up and running in April 2009 meeting the basic needs of full and part time undergraduate enquirers for 2010 and applicants for 2009 entry. We also aim to use Connect to improve the open day experience and to log FE enquirers for September 2009 enrolment. By 2011 Connect will handle all categories of potential student and key related audiences.

EMT Connect allows us to easily communicate

Once an enquirer has a personal web page, we will communicate with them through their home page, email, text, phone, letter and direct mail to convert them to an enrolled student. Connect will manage all these processes and interacts/reacts to action or inaction by the prospective student. Over time, we aim to automate much of the regular interaction with potential students without losing personalisation.

More about personal homepages for enquirers

This attractively designed web page creates a virtual environment containing lots of personalised information and links e.g. full course details, information on where they will study, a video of a student ambassador talking about their student life, podcast material and encouragement to sign up to the student ambassador’s social networking site which will increase “word of mouth marketing”. The latter is particularly important as our acceptor survey shows that word of mouth marketing is the second most important influencer on a student’s decisions on where to study. The information on this page changes with the potential student as they move through the recruitment process

How does EMT Connect work?

We will signpost enquirers to our website where they will be asked to provide brief personal details and in return they will get a specially created personal web page. At recruitment events we will gather basic data electronically and Connect will automatically email them inviting them to input full information to gain access to a personalised web page.

What does EMT Connect stand for?

Enrolment Management Technology (EMT) Connect is our new web-based customer relationship management tool designed to improve student recruitment and improve our efficiency.

It will enable us to engage more effectively with prospective students and forge virtual relationships via the internet. This should help maximise enquiry to enrolment conversion rates. The system is already used by many universities worldwide.

EMT Connect Blog from the University of Cumbria

Hi from the EMT Connect team at the University of Cumbria. Please use this blog to find out everything you need to know (and things you didn't know, that you need to know) about EMT Connect.

If you can't find what you are looking for, please post a question and we will get an answer for you. We would like to hear your comments too - all shape and sizes welcome - keep em coming!