Workstream status = Amber
Owner: Leigh Rengger
Last update: 4 June 2022
Update by: Leigh Rengger

Progress summary

Brand development on track. Some risk to NEW estate elements of brand relaunch that may require planning. Risk to full brand implementation across internal material (eg, academic presentations) in September

Initial phases of prospect journey work complete - key data gaps identified and quick win solutions implemented, longer term requirements noted and will be worked up into business cases for 2023/24 consideration. The next phase focuses on reviewing contact strategy and content.

Website focus continues on accessibility - solent.ac.uk fully reviewing and 1/3 of remedial actions implemented. Deadline early June for responding to Cabinet Office. Vendor selection underway for auditing of remaining websites.

Outcomes

High-level business outcomes delivered by workstream.

Status	Outcome	Owner	By
Amber	Improved brand awareness	Leigh Rengger	Review March
Amber	Improved brand reputation scores for prospects	Leigh Rengger	Review March
Amber	Improved conversion from initial contact with Solent to enrolment	Leigh Rengger	Review November
Amber	Improved student recruitment across UG and PG	Leigh Rengger	Review November
Amber	Increased web traffic overall and to key areas (eg, course pages, research, communities)	Leigh Rengger	Review ongoing with annual checkpoints November

KPIs

Metrics used to track workstream progress and resulting business impact.

Status	KPI	Current value	Target value
Amber	Brand awareness	To be updated	To be updated
Amber	Brand reputation score - prospects	To be updated	To be updated
Green	Total number of leads captured	8,848 (2021 cycle)	+5% YOY
Amber	Conversion leads to applicants	1,426 (2021 cycle)	10%
Amber	Conversion applicants to enrolment	28%	29%
Green	Open day attendance conversion from booked	71%	Maintain >70%
Green	UG recruitment	1,941	1,966 (2022/23) 2,051 (2023/24)
Amber	PG recruitment	391	651 (2022/23) 750 (2023/24)
Amber	Increased web traffic overall to solent.ac.uk		+5% YOY
Amber	Increased conversion of course page to UCAS exits	2.55%	2.80%

Milestones

High level activities, outputs or capabilities required to deliver outcomes.

Status	Milestone	Owner	Start
Blue	Brand identity - essence agreed	Leigh Rengger	December 2021
Green	Brand identity - creative solution agreed	Katy Hiles	January 2022
Green	Brand identity - implement new creative across all BAU media	Katy Hiles	April 2022
Green	Brand identity - implement new creative across semi-permanent media	Katy Hiles	August 2022
Red	Brand identity - name - proposal to VCG	Leigh Rengger	January 2022
Green	Brand assets created	Katy Hiles	April 2022
Green	Campaign assets created	Katy Hiles	April 2022
Green	Brand relaunch	Katy Hiles	September 2022
Blue	Web development - agree plan at SFR	Mark Humphrys	December 2021
Amber	Web development - deliver web plan	Mark Humphrys	January 2022
Green	Web development - quarterly progress and priority check ins at SFR	Mark Humphrys	March 2022
Blue	Communications - prospect journey - kick off	Leigh Rengger	December 2021

Dependencies

Key dependencies on activities managed outside the scope of this workstream.

Status	Dependency	Owner	Type
Red	Connected single point of truth prospect data

Risks and issues

Risks and major issues specific to this workstream.

Risk score	Initial score	Risk/issue description	Owner
6	9	Brand project implementation financial resource - no name change	Leigh Rengger
12	9	Brand project implementation financial resource - with name change	Leigh Rengger
6	6	Website team and stakeholder resources to deliver website plan	Mark Humphrys
8	8	Web team diverted to non solent.ac.uk work (eg, portal, student app, WMS website or new demand from digital strategy)	Mark Humphrys
10	12	Subject level marketing planning resource - no dedicated resource in ER to create and deliver subject based marketing/recruitment plans	Katy Hiles
9	9	Data for accurate prospect level CRM not meeting standards (accuracy, connected, available)	Katy Hiles
9	9	Lack of automation of CRM limits our ability to give timely, personalised communications to the desired level	Katy Hiles
20		Accessibility audit from the Cabinet Office means that the delivery of the website plan is at risk	Mark Humphrys