All entries for October 2018
October 15, 2018
Although we’re just finishing welcoming new students, and welcoming back our existing ones, the recruitment cycle for next year is already in progress. I’m looking forward to the forthcoming open day, although my role there is a small one – I give part of the welcome address to prospective students and their parents. These are important events; the numbers attending open days are going up, and we know that the open day experience makes a real difference to student choices.
Although students (and their families) are concerned about the outcomes of university education (and there are lots of ways in which we can measure these), they also know that the experience matters and indeed the quality of the experience will make a difference to the quality of the outcomes. And because experience matters, open days matter because they give insight into what it’s like to be a student at Warwick.
Of course, if we want to demonstrate the Warwick experience to prospective students, we have first, to persuade them to come to our open days. And that’s where marketing and recruitment activities come in. For this current recruitment round there has been a major redevelopment of our prospectus and other associated marketing materials with a focus on how best to talk about both student experiences and outcomes. We know that some of the hard metrics such as league tables, and graduate salaries will be part of student decision making and this information is widely available. So in our communications, we’ve focused much more on the experience side, using a story-telling approach.
Given that my own academic background is in marketing, I’m always interested to see how our marketing and communications activity develops. And for some time in marketing (particularly in the service sector) the focus of marketing has shifted from promoting the attributes of a product or service to concentrating instead on experiences. So it makes perfect sense that we should be working in a similar way.
If you look at the prospectus or at the website, you’ll see marketing communications that tell stories – stories about what it’s like to be a student and what our students will take away from their Warwick experience. These stories may be partly founded on our reputation, but they’re also about our people, our thinking and the place in which we’re based. We try to emphasise the positive outcomes that students are looking for - that their study at Warwick will enhance their wellbeing and their future, that it will offer better career opportunities, and that it will open up a wealth of possibilities.
It is an approach that looks to be making a difference; we’ve seen record attendances at our most recent open days, and despite the declining number of 18 year-olds, our UG applications have remained strong. Of course, this encouraging picture is the result of a number of factors. For example, the Student Recruitment, Outreach and Admissions Service (SROAS) has been hugely effective in advancing its student recruitment approach and in managing the open day experience.
Also notable is the increased collaboration between SROAS and our marketing teams. This has meant promotional materials used by our recruitment leads are both practical and persuasive…and storytelling is vital to making our marketing collateral compelling.
No one can know, in advance, what their experience will be like. But the combination of storytelling and open day activities gives prospective students a real insight in to what their University experience at Warwick might mean. That’s why open days are so important and that’s why we’re grateful to everyone who has helped to make them such a success.
Christine Ennew, Provost
October 08, 2018
Earlier this year, Warwick signed up to be a member of the Business Disability Forum (BDF). BDF provides members with practical support by sharing expertise and providing training and networking opportunities which help our work with disabled staff, students and visitors. We’ve also established a Disability Standards Steering Group (which I chair) and this brings together key stakeholders from across campus to determine how we might best work towards meeting BDF’s Disability Standards.
One challenge that we face is that it is often difficult for someone who is not disabled to understand how what we see as commonplace can create challenges for others. So, earlier this year one of our Steering Group members, Jenny Wheeler, worked with the Equality, Diversity and Inclusion team to run the ‘Wheelchair Challenge’, which required participants to navigate around campus in a wheelchair (and then feed back on their experience). I couldn’t participate at the time so Jenny agreed to run the challenge again in August for myself and Jane Openshaw from Estates, to help us to understand what it’s like to be a wheelchair user on campus.
We started off with one electric scooter and one manual wheelchair, with Jenny as our trusty guide and supervisor.
Our friendly trainee guide dog comes to see us off on the challenge.
It will probably sound clichéd, but this was a real eye-opener for me. I was lucky and started the challenge with the electric scooter, leaving Jane to get herself up the slope from Rootes in the manual wheelchair. I then transferred to the manual chair for a brief comfort break at the Oculus before heading to the Sports Centre, from where we tried to find our way into the Chemistry Building. Then it was back to the library before negotiating our way back to Rootes.
Hmm – going to the loo isn’t going to be as easy as I thought.
Getting into a disabled toilet is far more difficult than it looks and the camber on pathways can make steering and controlling a wheelchair an interesting experience. And even the slightest lip on a drop kerb can make a manual wheelchair user feel quite vulnerable. The biggest positives for me were people who were sensitive to the need to give you space and who were willing to offer a helping hand. The contractors working in campus at the time were great with regular offers of a helping hand (although Jenny did enjoy telling them that we had to do it ourselves!).
Not sure I’m actually going to make it through here.
The routes between buildings weren’t always obvious to a novice, but mostly we managed to work it out (although it often required quite a bit of creative problem solving on our part). Having said that, I’m not sure I actually managed to work out how to deal with my own need for a regular coffee fix. A steaming hot Americano and a manual wheelchair are not a good combination and Jenny’s top tip – never, ever try to hold your coffee cup between your thighs – was probably one of the best bits of advice of the day!
So this is how you get into Chemistry!
As I walked back to University House, I had time to reflect on the impact of both the physical environment and human behaviour on the ability of many disabled people to navigate campus. My immediate learning points related to the challenges associated with some design features in the physical environment and how other campus users might help (or not) someone with mobility issues. The experiences and challenges for those who may, for example, be blind or deaf will be very different but also probably not well understood by many of us. We still have much to learn about how we can improve the campus experience for all our disabled staff, students and visitors.