Mapping the prospective student journey for Edge Hill University
The challenge:
Edge Hill University wanted to enhance its understanding of the prospective student journey, which is comprised of various interactions such as initial enquiries, email campaigns, and open day visits.
The university aimed to identify how these communications collectively impacted the student experience and to discover opportunities for improvement.
What we delivered:
The prospective student journey is made up of a huge variety of interactions, But what kind of overall experience do all of these touchpoints create? We began to unpick this by conducted a thorough review of Edge Hill University's recruitment communications.
Our deep dive into this included conducting comprehensive discovery work to delve into the prospective student journey. This included stakeholder consultations, analysing enquiry data and web interactions, collating the details of the numerous touchpoints sent from across the University and during open day ‘mystery shopping’.
Using this wealth of data, we created a detailed journey map that visualised the communications received by students over an 18-month period, identifying key interactions and emotional touchpoints.
We also facilitated an experience design workshop and ran diary studies to aid the university in collecting ongoing insights.
Our recommendations provided both immediate enhancements and long-term strategies to improve the prospective student journey.
It has been a pleasure working with Pickle Jar Communications. Their communication, organisation and capacity to generate new ideas has been faultless. Throughout the process Pickle Jar tailored the project to Edge Hill’s requirements. Their bespoke workshops empowered the team and helped us celebrate existing success and identify areas for improvement in our prospective student journey.
~ Jamie Roberts, Senior Market Insight Manager, Edge Hill University
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If you’d like to find out more about how we can help through comprehensive audience research and journey mapping, drop us a line, we’d love to hear from you.
