Student Recruitment

STUDENT RECRUITMENT STANDARD OPERATING PROCEDURES

AIMS AND OBJECTIVES To develop a clear system of operation in respect of student recruitment activities, that is: • • • • •

Career exhibitions School visits Parent evenings and outreach Campus tours/visits Events and special projects

This will be achieved through • Mechanisms, strategies, and processes of responding or attending to institutional targets.

• Synergy and operational partnerships with CPUT academic departments, faculties, and service departments.

• Assessing the relevance and impact of marketing on learners by implementing marketing and research strategies such as surveys and questionnaires.

1. SCHOOL VISITS: Allocation of the market and distribution of schools within the Western Cape Province will be done as per the seven EMDC’s. These areas or districts are representative of the rural communities in the province. The Student Recruitment Officer build relationships with schools in their respective areas and provide marketing services to these schools. The Student Recruitment Officer conducts him/herself in a professional and dignified manner in the process leading up to school visits, the presentation and in dealing with the audience.

Procedure: • The Student Recruitment Officer liaise with school telephonically or via email to set up appointment for a presentation at an appropriate date and time.

• Upon confirmation of the appointment an email is sent to school • Details pertaining to the size / group(-s), subjects and grade of learners are obtained in order to ensure sufficient course material are provided.

• Logistical arrangements include booking of car, preparing resources prospectuses), and teaching aids (laptop, data projector, cable etc).

• A power point presentation is done outlining the following: ➢ Who we are ( CPUT) ➢ Products / programmes on offer and postgraduate studies ➢ Our unique features (work integrated learning) ➢ Entry requirements, application procedure and the closing date ➢ Financial assistance 1

➢ Services available i.e. Student counseling, clinics etc.

• • • •

A short video providing visuals on courses is shown where possible to enhance the presentation.

Time frame for presentation is approximately 45 minutes Each learner receives a prospectus outlining the courses on offer.

Evaluation of effectiveness to be monitored by the number of applications received from schools visited.

1.1.

Virtual presentations Online presentations are done via MS Teams, Zoom or online platforms used by schools. This mode of presentation enables the Student Recruitment Officer to reach schools in outlying areas for the purpose of promoting the institution.

School is provided with electronic prospectus.

Procedure: same as for school visits but excluding logistical arrangements

2. CAREER EXHIBITIONS: Cape Peninsula University of Technology is a member of the Cape Career Exhibitors Association (CCEA) and as such participate in exhibitions scheduled by the organization. A full schedule of exhibitions is available to members beforehand.

Exhibitions are also organized by schools, community organizations, churches and commercially by event organizers.

Every effort will be explored to reach out and service all South African schools. We strive to have a strong presence in schools in and around the Western Cape Province and will recruit further afield where possible. Exhibitions in outlying towns could be linked with contact visits to schools in the surrounding areas to ensure wider coverage of the area. Career exhibitions in other provinces are dealt with upon request. Each Student Recruitment Officer is assigned two or more provinces for the purpose of providing marketing information and/or dealing with requests or queries.

Participation in exhibitions are critically assessed in line with value to the institution, requirements of the faculties, and availability of resources.

Criteria for support and participation in exhibitions: • • • • • •

Preference given to exhibitions that are endorsement by Provincial Department of Education.

No exhibitions in shopping malls due to non-profitability.

If it serves constituencies that were not part of the Open Days.

When it is line with the institutional mandate and targets.

When it is properly budgeted for and forms part of the annual strategic plan.

When and if it is not in contradiction with other commitments.

The Student Recruitment Officer will endeavor, where possible to solicit support and involvement from faculties in exhibitions.

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Procedure: • A letter/email is sent by the organizer inviting CPUT to participate in the event.

• Relevant Student Recruitment Officer liaise with organizer to confirm the event.

• Logistical arrangements include processing payment (if there is a cost), booking of car, preparing promotional material and equipment for branding ( banners, table cloth etc).

• On the day of the event the Student Recruitment Officer actively engage prospective students, promoting the institution and encouraging application.

• Follow up is done afterwards where required by referring prospective students to relevant faculties or providing additional information.

3. CAREER EVENINGS / PARENT EVENINGS / COMMUNITY PROGRAMMES This is an exhibition organized by schools, churches or community organizations and involves parents and learners. The event might include a short talk by the participating institution briefly outlining the fields of study. All parent evenings and community outreach programmes will be attended to upon request and will be based on need, relevance and impact. Student Recruitment Officer can co-opt the assistance of faculty representatives or Heads of departments for greater impact.

Procedure: - same as for Career Exhibition.

4. EVENTS Events that are hosted by the Student Recruitment Unit are done in conjunction with academic and support departments.

4.1.

Open Day: This is an annual event and involves all faculties and departments. This strategy aims to showcase the institution to prospective students and encourage application to the institution. Buy-in, cooperation and involvement of all academic and service departments is vital for the success of the event. It is therefore compulsory for academic departments to participate in the Open Day. Procedure: • Set date and book venues • Book Vice-Chancellor’s diary for official opening • Set up meeting with Marketing and Communication department to discuss event • Inform faculties and invite representatives to first meeting • Invite schools to the event.

• Set up follow up meetings to discuss and plan the event • Distribute career expo manuals

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• • • • • • • • • • • •

Draft floorplan and circulate for representatives’ approval Inform CPUT campus community about the event Arrange banners, promotional material, posters advertising the event Liaise with technical services , campus control and health and safety dept with regard to set up of cubicles, cleaning of exhibition area, equipment to be used, music, security for the event and risk factors Prepare school schedules, reminder letters to schools and follow up to targeted schools who did not respond.

Prepare application packages Liaise with relevant people responsible for Media coverage and advertising.

Arrange food for exhibitors.

Arrangements in respect of the Best Stall Award and prizes Signage and branding Student assistants Evaluation of event

4.2.

Faculty events: Faculty Open days or events are held throughout the year and the relevant faculty or department will approach the Marketing and Communication dept and Student Recruitment Unit for logistical support and assistance with the event. Faculties should inform the Student Recruitment Unit timeously of the planned event.

Procedure: • The Student Recruitment Unit are informed of the planned event by the Head of Department or by the faculty at least a month before the planned event.

• A meeting is set up with the relevant faculty to discuss the event and assist with logistical arrangements, based on needs of faculty and availability of resources.

• The Student Recruitment Officer provides assistance as requested. This might include liaison with schools, branding for the event, compiling information packages, promotional items, course material.

• Assistance on the day of the event.

4.3.

Stakeholder engagement and special projects These include information sessions for Life Orientation teachers, principals and special functions involving key stakeholders and members of the Education Department. All of these should be informed by the needs of the institution, serving the best interest of CPUT and capitalizing on the opportunity.

Procedure • Set date and book venue • Decide on target audience for the event • Invite relevant stakeholders • Draw up programme in consultation with faculties and other internal stakeholders

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• Consult Vice-Chancellor for opening event • Logistical arrangements include technical assistance from relevant staff members, information packs, catering and promotional items.

• Evaluation of event Special Projects: Faculties and departments engage in special projects aimed at specific target markets viz Maths/Science project, outreach projects etc. The Student Recruitment Unit provide logistical support and assistance to these departments upon request. This includes liaison with schools, as well as assistance on the day if required.

Internal stakeholder engagement: The Student Recruitment Unit will engage continuously with faculties and departments for involvement and participation in our marketing activities. Should schools however invite a staff member to present faculty or departmental programmes, the relevant staff member must inform the Student Recruitment Unit of the intended visit as a courtesy and to avoid duplication of services. Students are not allowed to engage in marketing activities unless it is under the guidance of staff members or the Student Recruitment Unit. Students must refrain from ad hoc marketing activities as this causes reputational damage to the CPUT brand when wrong information is passed on to learners.

4.4.

Virtual Events This refers to online events such as Virtual Open Day and Webinar that is hosted by the Student Recruitment Unit. Virtual events ensure a larger audience and can be accessed nationally and internationally. It can be static or interactive and can be done in a controlled environment.

Procedure: • Decide on the type of event (Virtual Open Day/ Webinar) • Set date and time • Decide on the online platform and format to be used • Invite relevant departments to discuss virtual event • Source technical assistance with setting up the online platform • Invite schools and market on various social media platforms • Draw up schedule of presentations/videos /information and liaise with staff members • Draw up programme (webinar) • Departments to co-opt staff members to assist on the day with queries via Chat functionality • Technical assistance on the day.

• Evaluation of the event

5. CAMPUS TOURS / VISITS The purpose of these tours is to showcase facilities and further promote CPUT courses and services. All relevant stakeholders are to be consulted timeously on the

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matter and such visit should be informed by the needs demonstrated by either HOD’s, faculties and the relevant school.

Procedure: • This is done by written request from schools • Upon confirmation an email is sent to school confirming the visit.

• Book venue(-s) for welcoming of learners and presentation ( if any) • Liaise with faculties and departments and set up visits • Contact school telephonically or by email providing details of the tour • Prepare information package for school and course material, promotional gift for learners • On day of event take learners on scheduled visits to departments.

• Thank you emails to departments upon completion of the campus tour.

6. LIAISON WITH SCHOOLS This is done to build and retain relationships and provide whatever marketing services are needed in schools. This includes handling queries from teachers/learners/parents and providing the necessary information or referring to relevant department to resolve the query. Several letters/ emails are sent to schools during the course of the year.

Procedure: • Letter of well wishes in Jan / Feb with contact details of Student Recruitment Officer servicing the school.

• Letters / emails inviting schools to CPUT events • Letters / emails requesting a school visit • Email electronic copy of prospectus and mail hard copies to schools • Letter/ email to principals in November thanking them for their support and wishing them well over the festive season.

7. DISTRIBUTION OF COURSE MATERIAL: This is done upon request from schools, community organizations, career information centres or individuals. Updated course information is sent to libraries in the Cape Peninsula at least once a year Procedure: • Electronic copy of the prospectus is emailed upon request.

• Course material is either collected at the institution, delivered by Student Recruitment Officer, sent via courier or by postal mail.

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8. UPDATING OF SCHOOLS DATABASE A proper and current database of schools (both locally and nationally), EMDC centres, Community libraries and Career Centres need to be maintained and managed regularly. This is done to ensure that information pertaining to schools is current and updated.

Procedure: • Student Recruitment Officer verify information to ensure details of school is correct.

• This would include details of principal, Life Orientation teacher, postal address, telephone, and email of school.

• Information is then captured on the database

9. RESEARCH Continuous research on the needs of the internal environment and on external market changes and developments as well as our competitors need to be taken regularly. Research on enrolment numbers is also done to provide feedback to schools where required and to measure effectiveness of recruitment programme.

Evaluation of marketing strategies is done in the following ways to assess impact of interventions.

Procedure: • Evaluation meetings once events are completed • Event surveys • To make use of HEMIS for information on applications and enrolments • Liaison with departments to determine needs pertaining to applications and student profile in respect of prospective students.

• We also utilize the education website for information on school performance, merit awards and improved schools.

10. REQUIREMENTS FOR EFFECTIVE EXECUTION • • • • • • •

Proper training on relevant training modules Laptop and sufficient Wireless internet provision Data Projector Branding material Vehicle for use by Student Recruitment Unit Cellular phone Budgetary provision to effectively deliver on the above

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