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Marketing costs

Disclosure date: 12 December 2013

Reference: FOI2013/119

Request

1.) What is the university’s annual marketing budget? (I would like to know this information for each year from 2009-10 until 2013-4)

2.) In the year 2013-14 (or the most recent year for which information is available) what is/was the breakdown of the marketing budget per general area (eg advertising, recruitment activities, market research etc)?

3.) In the year 2013-14 (or the most recent year for which information is available) what is/was the budget for each of the following areas?

a) Student recruitment (For this figure, please specify how much is spent on print and online advertising)
b) Promotion of university website’s SEO
c) Cost of maintaining the university website
d) Cost of producing prospectuses
e) Sponsoring Google searches of other institutions

3.) How many members of staff work in your marketing department? (I would like to know this information for each year from 2009-10 until 2013-4)

4.) What is the combined salary of all staff members in the
marketing department?

5.) Which of the following areas falls within the remit of your
marketing department?

- alumni
- website
- social media
- printed materials (including prospectus)
- public relations
- advertising
- market research
- photography
- UK student recruitment
- postgraduate student recruitment
- international student recruitment

Response

1.) 

2009-10           £752,820
2010-11           £854,058
2011-12           £906,469
2012-13         £ 938,611

In 2012 a restructure moved three teams into a newly created Marketing and Student recruitment team, which at SOAS, also cover corporate and recruitment events. These changes altered the structure of the budget. This means that if the budget for 2013-14 was provided, it would indicate how much was budgeted for student recruitment this year, which, as indicated below, SOAS considers to be exempt from disclosure as disclosure would be likely to prejudice SOAS’ commercial interests. Further information can be found at the end of this response.

2.) Some aspects of the budget are commercially sensitive (see below answer to question 3), however the budget includes the following:

Corporate publications: £106,502 (covering prospectuses, annual report and other corporate documents
Market research: £21,013 – this ensures what we offer meets student needs and contributes to the student experience
Staff costs: £808,649 – covering 17.5 fte
Office expenses: £110,639 – covering stationary, postage, printing, copying & telephone recharges
Merchandise purchases: £16,131  
Professional subscriptions: £29,236
Staff related non-pay costs: £21,252 – staff training & development, conferences

3a) Student recruitment (For this figure, please specify how much is spent on print and online advertising)

SOAS views this information as exempt from disclosure under sections 43(2) and 44(1) of the Freedom of Information Act. More details are provided below.

b.) Promotion of university website’s SEO

This is included in the work of SOAS staff – there is no specific budget for this.

c.) Cost of maintaining the university website

There is no specific budget for this as the cost is spread across the School with staff creating and maintaining web pages.

d.) Cost of producing prospectuses

There is no specific budget for production of prospectuses, but the overall budget for corporate publications (which includes production of prospectuses) is £106,502.

e.) Sponsoring Google searches of other institutions

There is no budget for this.

4.) How many members of staff work in your marketing department? (I would like to know this information for each year from 2009-10 until 2013-4)

YearNumberFTE
2009-106.005.50
2010-119.007.08
2011-129.008.00
2012-1310.008.00
2013-14 (budgeted - not all posts have been filled as yet)21.0017.50


5.) £808,649 – covering 17.5 fte budgeted posts for 2013/14.

6.) alumni - does not fall within the Marketing and Student Recruitment team’s remit

website - does not fall within the Marketing and Student Recruitment team’s remit

social media - does not fall within the Marketing and Student Recruitment team’s remit

printed materials (including prospectus) - does fall within the Marketing and Student Recruitment team’s remit

public relations - does not fall within the Marketing and Student Recruitment team’s remit

advertising - does fall within the Marketing and Student Recruitment’s remit

market research - does fall within the Marketing and Student Recruitment team’s remit (shared with Planning)

photography - does fall within the Marketing and Student Recruitment team’s remit

UK student recruitment - does fall within the Marketing and Student Recruitment team’s remit

postgraduate student recruitment - does fall within the Marketing and Student Recruitment team’s remit

international student recruitment - does fall within the Marketing and Student Recruitment team’s remit