Present:
D. Boyes (Chair) D. Butler, L. Crichton (by conference call), F. Harrison, I. West and R Woodhouse.
In Attendance:
S. Duncan, Principal
B. Fitzgerald, Vice-Principal Finance and Business Planning
S. Pritchard (Clerk to the Corporation)
G. Taylor (Director of Finance)
V. Charlton (Committee Secretary)
Apologises for Absence:
No Apologies were received.
74 Conflicts of Interest
There were no conflicts of interest.
75 Minutes from meeting held on 27th June 2019
AGREED
That the minutes of the meeting held on 27th June 2019 be approved and signed by the Chair.
76 Matters Arising
The Vice Principal Finance and Business Planning advised that there were no significant updates to Estates to report to the Committee. A report would be presented to the December Board.
There were no further matters arising.
It was agreed that Item No. 4(c) Impact of Marketing Strategy be discussed first.
77 ESFA Financial Health
The Vice Principal Finance and Business Planning presented the report.
This report was deemed confidential for reasons of commercial sensitivity.
The report was noted.
78 Management Accounts - October 2019
The Vice Principal Finance and Business Planning presented the October Management Accounts to the Committee.
These items were deemed confidential for reasons of commercial sensitivity
The report was noted.
79 Impact of Marketing Strategy
This was moved to the first item on agenda. The Director of Student Experience, Wellbeing and Engagement joined the meeting to present the report which was structured around the impact of the new EIF and provides details of the Intention, Implementation and Impact of the College’s marketing strategy 2018/19-2019/22 which was approved at the October 2018 and 2019 board meetings.
Marketing goals were outlined which reflect the applicable objectives and targets from the College’s Strategic Plan 2019/22. Branding has been repositioned following extensive research regarding perception.
The student recruitment team has grown and continues to focus on increasing school visits and promoting the College. A new Progression and Careers Advisor (Level 7 CEIAG qualified) has enabled the college to develop closer professional links with schools and offer CEIAG related activity in schools to develop relationships and increase contact with school pupils.
An increase in staffing levels within the Marketing Communications team has been achieved on a cost neutral basis through reallocating non-staff marketing budget/spend. The new post of Social Media Internship (a One Year Placement student from Northumbria Uni) started in August 2019. The full impact of this is to be reported in November 2020, however early signs are positive with a significant increase in quality social media content output and engagement.
The College is moving to new digital platform in August 2020 operated by ‘Digital Allies’, who were shortlisted for the North East Marketing awards for the EDC campaign.
The Curriculum and Apprenticeship team continue to support student recruitment activity. The staff from ED6 significantly increased their presence at school events, during 2018/19, and the college saw an increase on the previous year application numbers, interview attendance and enrolment.
Demographics have increased and applications have increased (1563 confirmed by CMG) and conversion from core feeder schools is good. There is good growth in schools, however there are concerns in some schools. Meetings have taken place with careers advisors and the Head of Easington school with progress being made. In response to a question governors were advised that Easington pupils were tending to apply New College Durham, however applications to New College Durham have dropped which may benefit EDC. There have been difficulties in building relationships with Byron 6th Form and Lanchester.
Governors thanked the Director for a very clear report.
In response to a question regarding student ambassadors, the Director of Student Experience advised that student ambassadors do attend events such as ‘come to college’ and parents evenings, providing good informal opportunities to ask questions and they do on occasion go into schools. The Principal advised that the College produces a destination report which is sent to schools which they appreciate and helps build reputation. Marketing to students and improving the financial position is a key focus.
80 FE Commissioners Diagnostic Assessment Visit
This item was deemed confidential.
The FE Commissioners Diagnostic Assessment Visit took place on 13th and 14th of November 2019. Discussed under confidential items 4(a) ESFA Financial Health and 5 Any Other Business.
81 Any Other Business
The Vice Principal Finance and Business Planning presented a paper relating to the new ESFA forecast and cashflow.
Matt Atkinson, Department Director at ESFA has looked at a small number of profile cases of colleges in financial difficulty who were asking for an advance of cash to make payroll. Colleges have been requested to submit financial forecasts on a monthly basis (cash and expenditure) so ESFA can identify problems at a very early stage. Problems were expected to occur from December 19 to mid-April 2020. The College has 3 months to complete the forecast and it is to be reviewed by Finance and General Purposes Committee then Full Board. It was proposed that Finance and General Purposes Committee be brought forward to middle of February (date to be confirmed), this could either be a move of meeting or an additional meeting.
Action
It was agreed the Clerk would check and confirm if the Committee itself could approve the forecast. If not, it is intended that the Board will approve the forecast upon a recommendation from the Committee.