As part of the local e-Government agenda every council service, where appropriate, is to be made available online by December 2005.
Due to the school admissions timetable, local authorities (LAs) are required to have online school admissions implemented by September 2006 for 2007 entry.
Priority Service Outcomes for Schools require LAs to deliver an online service, provide an admissions portal or e-enabled telephone centre, and to meet the following take-up targets:
- 5 – 10% for the first year
- 10 – 20% for the second year
Bristol City Council has been offering online school admissions since 2003 and has achieved online take-up results of 42.9% across all admission rounds for 2006 entries. These figures are a result of coordinated working between the eAdmissions National Project, Bristol City Council departments, and other organisations such as libraries, schools and the voluntary sector.
Research
Over a year of trialling the service has allowed significant transformation to the online service and application form, and changes and improvements have been made through recognising and addressing the difficulties first encountered.
Both qualitative and quantitative research, through parent/carer surveys and user groups has influenced the amendments to online systems and marketing material. As a result this has produced an efficient and user friendly system, that relies not only on an effective online form, but on the coordination between departments, the messages given to users, and the customer service they receive.
Communications
To maximise the potential for promoting online admissions, many avenues for internal and external marketing have been explored.
A marketing and communications strategy has been implemented by Bristol City Council. The practical experience gained holds valuable recommendations for other LAs:
- Redesigned primary and secondary guides for parents/carers
The redesigned guide was well received, and Bristol would recommend other authorities consider the same action. The new guide focussed on raising awareness of parents/carers through promoting the key message and benefits of applying online throughout the guide. Evaluation of this material was obtained from replies to a questionnaire from online applicants. Results showed that of the 59% who responded, over half stated that they had applied online because they had read about it in the guide and a further 9% had applied because they had heard about it from another parent.
- Working with schools
This activity provided benefits by both promoting online school admissions and enhancing community involvement. Working closely with schools, headteachers were asked to promote the online system in school newsletters. School open evenings were used to promote the online system, with promotional messages being delivered both by headteachers and local authority representatives.
- Engaging the local press
The success achieved in terms of press coverage was directly linked to adding local interest to the story. A photo shoot & radio interviews took place at a local primary school linked into a Sure Start Children’s Centre, and resulted in the publication of a two page feature article in the local paper.
Results
Priority Service Outcome targets were exceeded in 2005 for 2006 entry with Bristol gaining over 30% take-up of secondary school online admissions.
Applicants for school places in 2005 for 2006 entry have benefited from a fast, simple, and efficient process, which reduces errors in completing forms, and provides the opportunity to make changes on applications before the closing date.
As a result, those parents/carers who have used the online school admission system have indicated they are more likely to use other online council services.
Visit www.eadmissions.org or contact e.admissions@hertscc.gov.uk for more details.