SALFORD CITY COLLEGE EXPERIENCES A 7%-10% RISE IN MARKET SHARE IN SOME AREAS, DESPITE DEMOGRAPHIC DOWNTURN

Rebekah Wilkins, Director of Marketing and Services to Learners, believes all colleges should be using Vector.

 

BRIEF

 

Salford City College’s main recruitment area learner numbers have declined over the past three years and falling demographics (fewer school leavers) has made recruitment more difficult in recent years. The opening of a new University Technical College close by in September 2015 is also expected to have an impact on their recruitment numbers.

The college also currently pays around £800,000 on 18 different bus routes that provide easy access for students to the colleges 5 centres. However, the College is considering reducing the amount of bus routes for the next academic year and perhaps only providing students from certain areas with public transport.

FINDINGS

 

New Principal John Spindler appreciates Vector, finding it invaluable for Strategic Planning and Reporting to Governors.

Salford City College has also used Vector within Curriculum Planning. For example, it enabled them to identify an overall demand in Motor Vehicle studies that might become a new area of investment for the College. Based on current learner demand in their local area they feel confident that investment can be made in this subject area and potentially in Animal Care, Equine and Performing Arts.

OUTCOMES

 

In recent years, the College’s market share has started to grow from 7% – 10%, with an increase in the market share of 16-18 year olds by 1 percentage point over the past 3 years.

They are using Vector to identify which bus routes to keep and which to lose by reviewing learner numbers, demographics and travel patterns displayed with the Vector maps.

The College also currently runs Media in 5 separate campuses which they felt was inefficient. At a strategic level Vector has been able to pin point which 2 campuses are best to rationalise this delivery.

I believe that all colleges should be using Vector as it has helped us improve our market share in certain key age groups and proved instrumental for Strategic Planning, Curriculum Planning and Reporting to Governors.

Rebekah Wilkins

Director of Marketing and Services to Learners, Salford City College

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