Marketing advice
If you would like to increase student recruitment at your centre, there are a few important points to consider:
Prospective student enquiries should be dealt with fully, politely & quickly
Taking contact telephone numbers allows follow-up calls
Follow up calls leads to increase in registrations
Email replies should include a link to your centre and the AAT websites
Nine out of ten prospective students require basic information (course start dates, costs & methods of study)
The online Promote your centre service is free and a useful advertising tool
(you will need to login to online centre services)
Student recruitment best practice
Below are some ideas collected from centre coordinators that may be useful for your centre.
Recruiting students
Advertising
Sell statement that AAT is 'investment into future' and more viable route than university
Ask existing students to design a recruitment brochure to distribute to prospective students
Advertising on rubbish bins in city centre
Distribute prospectus and leaflets via schools, careers advice centres, libraries, doctors, dentists, opticians etc.
Feeders
Offer AAT as add on to BTEC
Liaison with other college sections for feeder or alternative courses
Offer level 1 bookkeeping course (e.g. ABC or SAGE) then progression to AAT
Schools
Provide recruitment presentations
Contact careers advisors
Target local school leavers
Events
Open evenings, weekend open days with onsite events and competitions
Road shows in shopping centres for all business related courses
Stand at local training office, farmers market etc.
Current and former students to attend recruitment events to talk about their experiences
Make portfolios available for prospective students to view
Employers
Offer work experience with local employers
Work and forge links with local Business Links/Chambers of Commerce
Develop relationship with local authority
Cold call employers or talk to prospective students during work based assessment visits
Organise breakfast meetings with employer engagement groups
Invite local employers to attend open days/evenings
Provide road shows at large local employers
Mail shot all small accountancy practices in the area
Provide 1-2-1 or group tuition at place of work
Intake
Ensure knowledgeable members of staff available during summer months to answer all enquiries promptly
Increased flexibility of start dates i.e. February start
Basic lesson on double entry to distinguish between foundation and intermediate level students
Retaining students
Support
Post lecture notes on centre website
Provide mock exams with individual feedback 3 weeks prior to exam
Free study support sessions on exam focus and revision techniques
Meet the assessor session for existing and prospective students
Out of hours support available for existing students
Internal workshops before the end of summer term for progression
Make lessons fun, introduce quizzes and interactive exercises
Always contact students who have not attended lessons and make exercises available online and via email
Teach unit 3 (exam) first to help retention
Feeders
If students' circumstances change offer them the chance to transfer to another class
Pre-enrol students at end of summer term before break for summer holiday
Encourage second year, full time students dropping out of AS level at the end of first year to take AAT
Events
Celebrate student achievements at each level and involve employer/local press coverage
Annual prize giving for AAT students, graduation ceremony in local Cathedral
Invite local branch network to host event to promote AAT membership
Employers
Monthly student progress reports for employers
We are always interested in hearing about your activities to recruit more students and to retain those already studying with you.
Similarly, we would like to hear about any issues or suggestions that you have regarding marketing support, funding, administration, staffing or any thing related to recruitment and retention.
If you do have something that you would like to raise, please contact Darren Wright by e-mail darren.wright@aat.org.uk or telephone +44 (0)20 7397 3176