Page 24 - Transformation Report

3. Improved Technology Platforms to Support the Nelson Mandela University’s Student
Recruitment and Retention Strategy

There has been growth in the virtual marketing and the complexity of the student recruitment environment,
recruitment environment for higher education. The “digital- therefore, required targeted, relationship-oriented practices
first” communication and marketing strategy aims to into provinces that display potential for growth, specifically
broaden and deepen the reach and profile of the University into geographic areas in which the University had a small or
nationally and internationally. This strategy has seen the absent footprint.
increased use of virtual seminars and webinars, supported
by web and social media campaigns, in partnership with The interactions between current students and prospective
faculties and research and engagement entities. The digital students play a critical role in student recruitment. Student
student recruitment campaign, which included extensive initiatives are largely targeted at marginalized, displaced,
use of regional and provincial radio stations, netted a 21.3% and rural communities where current students/societies
increase in provisional firm offers for 2021 when compared undertake to promote the academia, the University’s
to 2020. offerings, and vibrant student culture to potential students.
Opportunities for partnerships exist within rural areas as well
Due to the complexity of this market, a multi-dimensional as the immediate area Nelson Mandela University services,
approach to the implementation of the institutional strategy and thus creates opportunities for collaboration with
is required. Aligned to the University’s Vision 2020, the internal faculties and departments. Supportive to corporate
implementation of the student recruitment strategy will allow marketing and student recruitment, institutional entities have
the University to expand its national footprint, attract talent, been included in projects to initiate and embark on various
and engage with prospects in innovative ways. As such, focused marketing and engagement initiatives.

4. Integrated Strategic Approach to the Student Enrolment Access and Enrolment Value
Chain

In 2018, The Student Access and Enrolment Value Chain The one-stop-shop student recruitment page, MyFuture
Project made good progress to improve student access and Portal, was launched in 2018 during the annual Open Day
enrolment processes. Several processes were streamlined hosted in May of that year. Due to continuous enhancements,
and automated, with future refinements planned to the MyFuture Portal became the first page to carry pertinent
enhance our competitiveness in attracting talented learners. information during the initial months of the COVID-19
Considering the transversal nature of student access and outbreak, serving as a tool for resources for prospective
success, a project-based approach was adopted in an students on matters relating to: Learner wellness;
attempt to coordinate work from various portfolios. The Information for Learners with disabilities; Learner
use of technology and improved systems remained a key study resources; Application Information; and NSFAS
enabler in the student access processes. To this end, several information. The above resource topics are in addition to
initiatives were adopted. Examples include a revamp of the information linked to living and learning on campus, sports,
University website and in the provision of a student facing and facilities. The portal also houses information on our
services online, automation of key administrative processes, location and unique selling points.
to improve turnaround times, efficiency, and limiting
inaccurate and incomplete applications.

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