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
Hertfordshire County Council has been offering online school admissions since 2002 and is the lead authority on the eAdmissions National Project.
The Council has achieved online take-up results of over 50% across all admission rounds for 2006 entries. The achievements and growth of online school admissions are as a result of coordinated working between the eAdmissions National Project, Hertfordshire County Council departments, libraries, schools and the voluntary sector.
Research
Two years of trialling the service has allowed significant transformation to the online system and application form, and changes and improvements have been made through recognising and addressing any difficulties first encountered by users.
Both qualitative and quantitative research, through parent/carer surveys, focus groups and staff training sessions have influenced the amendments to the online process, customer service 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, all avenues for internal and external promotion have been explored. A comprehensive marketing and communications strategy has been implemented to:
- Raise awareness with a specific focus on one area of Hertfordshire which has a low socio-economic profile
This promotion was achieved using: media releases, radio interviews, library displays, local children’s centres, school open evenings, and drop in sessions to enable the use of school and library computer facilities.
- Encourage promotion of online admissions by schools
Marketing materials were provided to head-teachers, as well as briefing documents for presentation at school open evenings.
- Design and distribute a wide range of marketing collateral
Promotional materials included flyers, posters, pocket calendars, and mousemats. When used together to promote the online system, these methods proved effective. Distribution included direct mail, materials sent to schools, libraries, and children’s centres.
Results
Priority Service Outcome targets were exceeded in 2005 for 2006 entry with Hertfordshire gaining over 50% take-up of online admissions in all rounds:
| Secondary: |
Primary: |
Nursery: |
Junior/Middle: |
| 64.16% |
51.67% |
62.03% |
50.34% |
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.
Efficiency gains to the council when at least 50% of applications are made online include a reduction in paperwork and staff time required to check data. Because of in-built verification processes, online applications provide more accurate data than that collected on paper forms.
Finally, parents/carers who have used the online school admissions 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.