VECTOR IS AN ESSENTIAL PART OF CREATING A DEVELOPED CURRICULUM FOR NEW COLLEGE DURHAM, PROVIDING INSIGHT INTO LOCAL MARKETS AND SUPPORTING INFORMED DECISION MAKING

Craig Millar, head of marketing and student recruitment at New College Durham finds the market data Vector provides invaluable

 

Brief

 

New College Durham uses Vector to gain an understanding of the current market, as well as identify potential growth areas for the college. The tool helps to inform heads of schools on potential growth areas, as well as areas in which to expect a natural decline. Vector also guides the development of new provisions by allowing the college to look at market potential, and competition within those markets.

The marketing team at New Durham College use the Vector tool to build an annual market research report to help guide curriculum. The findings in the report are then communicated to senior management and individual curriculum teams at the college, providing them with essential data to help them make informed decisions.

FINDINGS

 

New College Durham uses Vector to gain an understanding of the current market, as well as identify potential growth areas for the college.

The tool helps to inform heads of schools on potential growth areas, as well as areas in which to expect a natural decline. Vector also guides the development of new provisions by allowing the college to look at market potential, and competition within those markets.

The marketing team at New Durham College use the Vector tool to build an annual market research report to help guide curriculum. The findings in the report are then communicated to senior management and individual curriculum teams at the college, providing them with essential data to help them make informed decisions.

Vector also assists the college with determining which areas it is most likely to recruit in and therefore, where its efforts should be focused. The visualisation that the tool offers helps with planning external media campaigns, allowing the college to review areas of low market share, as well as target wards and postcodes to increase awareness with reputation building programmes, particularly among parents. Combining the understanding of local schools with the college’s own knowledge helps staff to gauge the amount of activity required within each school, helping New College Durham to be more efficient with external liaison activities.

OUTCOMES

 

Vector has allowed New College Durham to develop stronger campaigns and more developed curriculums, as well as increase its knowledge of market share.

The college is now looking forward to testing the latest version of Vector, which includes a new HE modelling function, an improved mapping facility, a labour market intelligence dashboard and a future learner projections tool.

Craig Millar said: “I find the market data Vector provides invaluable when working with curriculum to advise on the development of new programmes, or programme variations.

“The use of the tool in conjunction with in year recruitment trends helps us to predict which areas are naturally suffering and those which need extra support; this allows us to become more responsive to local needs.

“Vector is a great tool that has become an integral part of our research and evaluation.”

I am delighted to see the inclusion of higher education data in the latest version of Vector. We have a large higher education provision at the college, and the new version of Vector will provide invaluable information to lead curriculum development and support with recruitment activities.

Craig Millar

Head of marketing and student recruitment, New College Durham

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