Marketing, Student Recruitment & Engagement

Summary of Business Case: Marketing, Student Recruitment & Engagement

1. Key objectives

  • Overall reduction in headcount of staff by up to 4 FTE to achieve target savings
  • Disestablishment of current Recruitment Team
  • Establishment of an enlarged ‘Sales Team’ targeting income by regions inclusive of partners and agent management
  • Removal of duplicates within functions alongside reduced non-staff expenditure availability and reallocation of human resource towards said Sales Team
  • £190k cash reduction in recruitment and marketing activities, inclusive of; advertising, online marketing, recruitment event attendance, collateral production and design capacity
  • Core support for website, CRM system and aspects additionally supporting International Studies and wider University are maintained
  • Stability to underpin current 2020 recruitment campaigning is maintained on a reduced basis
  • Production of core collateral, prospectuses and marketing/advertising assets and digital and social media activity remains in-house on a reduced capacity


2. Number of posts disestablished

12 posts are disestablished (4 of which are currently vacant)

3. List of newly established posts

1 x Head of Student Recruitment (UK/EU) L10

1 x Regional Coordinator [London Region & Ambassadors] (L7) 1 x Regional Officer

[South & East] L6

1 x Regional Officer [South Central] L6

1 x Regional Officer [South West & Wales] L6

1 x Regional Officer [North & Midlands] L6

1 x Future Students Administrator L5

1 x Marketing Administrator L5 (0.6 FTE)


Appendix 1

Marketing & Future Student Engagement Team – VC/DVC reviewed = £180k

April 2019

35 UCA Staff (11 Managers)

1 OCA – externally funded

5 NCOP – externally funded until Summer 2021


Appendix 2

Marketing, Student Recruitment & Engagement Department

March 2019 – Current Structure – Substantially affected by proposal

39 UCA Staff (12 Managers)

1 OCA – externally funded

5 NCOP – externally funded

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