HELOA National Conference 2026 Full Programme

Dom Yeadon | Founder and Managing Director | Student CRM

Do you know exactly what happens between a prospective student’s first click or face-to-face interaction and their final decision to accept?

This practical workshop explores how universities and colleges can use CRM systems to track and optimise the entire student recruitment journey. From the first outreach moment, whether online or in person, through to application and acceptance, we will show how using CRM tools with AI-driven insights can reveal hidden patterns in applicant behaviour. By mining deep institutional data behind each student’s interactions, recruitment teams can identify drop-offs earlier and tailor comms strategies that improve conversion.
These insights must be built into the CRM itself, using institutional memory and granular action tracking to ensure every engagement is meaningful, timely and fully informed. Attendees will leave with clear, actionable ideas for using CRM and AI together to power smarter, more effective student recruitment.

Matt Williams | Access Fellow | University of Oxford, Jesus College

Alex O’ Connor | Head of Education Partnerships | Zero Gravity 

How do you reach WP students where they are, and in ways they feel comfortable, without breaking the bank? Digital access offers extraordinary promise, but substantial risks of superficiality, low sustainability, and a self-selection bias. We present findings from a year-long pilot partnership between Jesus College at the University of Oxford and Zero Gravity. We will describe how the University’s WP goals have been efficiently met in rural and coastal Wales, without sacrificing a humane approach to outreach on digital platforms.

Charlotte Thwaites | Lead Partnership Officer | University of East London

Ellie Downing | Lead Partnership Officer | University of East London

This session will explore some of UEL’s award-winning pre-16 outreach activities, highlighting the longitudinal science-based attainment programme ‘Phenomenal Physiology’. During the session, we will discuss how this targeted initiative engages Year 10 students, particularly those from under-represented backgrounds, to support their academic development and boost future aspirations.

We will also delve into the importance of relationship building and collaborative partnerships, demonstrating how working together creates pathways that showcase higher education as an attainable, accessible, and exciting opportunity for all learners. 

Join other delegates for an open and engaging networking session focused on one of the most pressing topics in higher education: the transition from undergraduate (UG) to postgraduate (PG) study. This informal room is a space for colleagues across the sector to share insights, challenges, and strategies related to UG to PG progression.

Whether you’re exploring how to better support students in making informed decisions about postgraduate study, reviewing your marketing and conversion strategies, or keen to hear what’s working (or not!) at other institutions, this is the place to talk. Expect meaningful discussion, fresh ideas, and a chance to build valuable connections with others facing the same questions.

Nathan Monk | Co-Founder | SMILE and Prospectus+

Test Your Personalisation Smarts in This Quiz from Prospectus Plus.
Think your marketing approach is personalised? This interactive quiz will put that to the test. We’ll explore what personalisation really means to students today (beyond name tokens and course filters) and dig into the behavioural science behind what makes people feel seen. Using real data from Prospectus Plus, we’ll separate the tactics that work from the ones that just tick boxes. Expect myth-busting moments, throwback examples, and a few curveball questions to challenge your assumptions. Come for the insight, stay for the prizes.

Jack Cooper | Schools and Colleges Engagement Officer | Leeds Trinity University

Dr Jess Guth | Head of School of Business and Law | Leeds Trinity University

Engaging subject-level outreach is crucial to building meaningful relationships with schools and colleges and helping to breakdown barriers for students to access Higher Education. In this workshop, Jack Cooper, Schools and Colleges Engagement Officer and Dr Jess Guth, Head of School of Law from Leeds Trinity University will talk through their collaborative approach to designing and delivering high-impact subject outreach.

Matthew Shore | Schools and Colleges Liaison Manager | University of Lancashire

They say it’s tough at the top, but what about the middle? This session dives into the art of middle management and how to effectively work up and down. We will also look at how to keep the morale high whilst facing the challenges of the academic cycle and the changes that come with it.

Vicky Bannerman | UK Recruitment Manager (Group Chair – HELOA Scotland) | University of Strathclyde

Ben Kibble-Smith | Student Recruitment Manager (Group Chair – HELOA Wales) | Wrexham University

Join us for this interactive session to learn about the qualifications and HE systems in Wales, Scotland & Northern Ireland as well as an insight into the student finance differences. Myths will be busted, prizes to be won, no Welsh nor Gaelic/Gaeilge required!

Contextual support is more important than ever in ensuring fair access, student success, and meaningful progression in higher education. This informal networking session provides a space for delegates to connect and discuss how contextual data, support mechanisms, and inclusive practices are being used across the student journey—from recruitment and admissions to retention and progression.

Whether you’re just starting to explore contextual support or you’re refining existing approaches, come and share your insights, questions, and challenges. This is a chance to exchange ideas, learn from peers, and build a network of colleagues who are passionate about making higher education more equitable.

No slides, no pressure—just good conversation.

Rebecca Giddings | Deputy Director of Marketing and Brand | University of Wolverhampton

In an increasingly competitive and discerning HE landscape, the power of authentic voices to cut through the noise is undeniable. Join Rebecca Giddings, Deputy Director of Marketing and Brand at the University of Wolverhampton, for a session exploring how genuine student and alumni narratives can transform your recruitment campaigns.
Drawing on the University of Wolverhampton’s award-nominated initiatives, including the globally recognised “Every Story Has a Start” alumni campaign and the groundbreaking “Could it be?” collaboration with trans artist Nate Ethan Watson, Rebecca will share insights into:

• Why Gen Z and diverse audiences trust real stories over traditional advertising.
• Strategies for identifying and cultivating compelling student and alumni narratives.
• The collaborative approach of working with graduate intern content creators to amplify authentic voices.
• How embracing real, often challenging, experiences can drive engagement and challenge institutional perceptions.
• Measurable impact: Lessons learned from campaigns that delivered significant ROI and uplifted recruitment.

Discover how leading with authenticity can not only meet your recruitment targets but also foster deeper connections and genuinely inspire your next generation of students.

Adam Molloy | Head of Marketing | The Student Room

Jonny Atkinson-White | Customer Success Executive | Gecko

Jonny Urquhart | Head of Customer Success Executive | Gecko

Chris Gibson | UK Sales Manager | Gecko

Discover how to supercharge your day with AI in this lively, hands-on session tailored for the real world of HE. Whether you’re on a stand at a new school, planning events, juggling complex data, or just trying to claw back some time, we’ll show you how to ask better questions (prompts) and get smarter, faster answers using tools like ChatGPT, Claude, Granola and a few more!

Expect live demos, creative challenges using our advanced AI assistant, and a peek behind the scenes at how AI is part and parcel of modern-day students’ lives.

You’ll leave with practical tips, digital resources, and a better grip on how AI can help you today, and what’s coming next… maybe even some great socks 🧦

🧠 BYOD (Bring Your Own Device) and curiosity required.

💡 Bonus: Find out how AI handles spreadsheets better than most of us on a Friday afternoon.

Jo Reed | Senior Widening Participation Officer | London School of Economics and Political Science

Heather Cliffe | International Admissions Officer | Lincoln Bishop University

Gemma Spencer | Lecturer in Pre-Registration Nursing | University of Lancashire

Luke Chapman | Student Access, Success and Development Officer | The University of Manchester

Sophie Flieshman | Student Access, Success and Development Manager | The University of Manchester

This panel-style discussion will feature lived experiences of neurodivergent student recruitment practitioners and their managers. It will offer unique insights into the challenges and strengths of neurodivergent colleagues, as well as offer practical solutions to support colleagues and managers.

Please note: This session explores reflections on lived experiences of neurodivergence and may contain sensitive and/or upsetting information. Signposting of resources for additional external support will be provided at the end of the session.

Stephanie Hartley | UK Student Recruitment Officer | University of Southampton

Gavin Spoors | Schools and Colleges Engagement Officer | Norwich University of the Arts

Working as an in-region recruiter can feel like a thankless (and maybe at times, lonely!) role, even though it’s vital to any HE institution. This session celebrates regional recruiters: showing data proving how effective regional recruitment is, highlighting the perks that come with the job, and inspiring regional recruiters before busy periods.

The session will also involve table discussions for attendees to share aspects of the job they enjoy, highlight challenges they face in the role, and discuss strategies overcoming them. There’ll also be a section on top tips, so attendees can take away tangible action points to thrive in their home-based roles.

Whether you manage a recruitment team that has remote members of staff, are new to regional recruitment, or need a pick-me-up after being in the role for so long, then this session is for you!

Elizabeth Bailey | Widening Participation Senior Officer | University of Derby

The importance and impact of summer school activities for WP students. Design and aims of individual summer schools, addressing the balance between keeping activities fun but providing opportunity for skills/knowledge development. Logistics planning, including safeguarding, health and safety and catering. Sharing best practice from evaluations and continual improvement reflections. Session will be written from experience of leading 3 types of summer schools for varying year groups from year 10 to year 12/13.

Immy Lawlor | Policy and Charter Officer | London Metropolitan University

How confident do you feel in championing inclusive practices, communicating your understanding of class, and implementing anti-racism into your work? Barriers to education related to race, class and socioeconomic background can feel like a challenging topic, even for those of us regularly working with young people ticking the relevant boxes. These concepts can feel ephemeral and overwhelming, making it difficult to know where to start when reviewing the inclusivity of your offering. While many of us would like to think we are inclusive in how we communicate about Higher Education, but understanding these barriers on a deeper level requires untangling your prejudices in a reflective and honest way.

In this session, we will be exploring how practitioners can develop an advanced understanding of barriers to education related to race and class, to better integrate inclusion into our offering. Using case studies of attainment raising activity with Black and working-class students, this session will focus on harnessing a mindset of inclusion when designing student recruitment, access and widening participation initiatives. We will be going beyond the surface level of Equality, Diversity and Inclusion (EDI) to empower colleagues to make practical changes appropriate to their work and setting, learning how to foster an inclusive mindset that places anti-racism and equity front-and-centre of your thinking.

Mark Bennett | VP Research and Insights | Keystone Education Group

Nurcin Hopkins | Senior Account Director | FindAUniversity

With various datasets suggesting positive trends for interest in UK postgraduate study, what should marketers and recruiters really be focussed on?

This session will suggest the answer isn’t simply to go back to the post-pandemic playbook and expect the same audiences to grow in the same ways. More to the point, we’ll argue that it wouldn’t necessarily be the best thing for students or universities if they did. Instead we’ll bring together FindAUniversity’s postgraduate expertise and Keystone Education Group’s unique breadth of search and survey data to identify key trends for domestic and international audiences and look more closely at differences within and between them.

We’ll aim to surprise attendees (in a good way!) by pointing out opportunities they may not have spotted alongside obstacles audiences need them to be aware of: from demographics and subject areas, to funding and scholarships.

Lydia Derbyshire | HE Partnerships Manager | Unifrog

In this interactive session, Unifrog will share exclusive insights into the subject trends shaping university shortlists across the UK. We’ll reflect on the motivations, behaviours, and emerging interests of the 2026 cohort, drawing on platform and survey data to explore what’s resonating with students as they research their options. We’ll then think about what this means for you and your university, sharing practical ideas to help you shape subject-specific sessions, promote your courses in the right way, and engage students more effectively as they make their decisions.

Sarah Booth | Associate Director of Student Recruitment | University of Warwick

Alastair Harman | Schools and Colleges Engagement Manager | Anglia Ruskin University 

Progression. Everyone want to progress, right? But what does that mean? What does progression look like to you? In this session, we’ll explore the various ways of progressing in higher education liaison. We’re no experts – but we’ll share our stories of going from student ambassadors to where we are now. You’ll be asked to reflect on what progression looks like, consider the barriers to progression and how to overcome these. Leave with some practical tips on what you can be doing now to progress in your career.

Please note: This session will discuss career development and barriers to progression, and attendees will be encouraged to share their experiences. Attendees will be asked to maintain Chatham House Rule* to allow for open and frank discussions. Colleagues from the same institution will be encouraged to sit apart.

*The Chatham House Rule is an agreement between meeting participants that allows people to use the information from a discussion, but they can’t say who the speaker was, or what organisation they’re from.

Aimee Okafor | Head of Events | UCAS

Kate Wright | Head of Customer Growth | UCAS

Join UCAS for an in-depth session on how to harness the power of UCAS data dashboards to elevate your events strategy and maximise return on investment.

Discover how real-time, actionable insights can help you:

• Understand the key factors driving applicant decisions
• Tailor your recruitment strategy using data-driven approaches
• Measure event ROI using dashboard analytics
• Prepare for the future with updates to UCAS’s Information, Advice & Guidance strategy, including what’s changing for 2026 events

This session includes a live demonstration of the dashboards and practical guidance to help you make smarter, student-focused decisions.

Nicola Terrell | Senior Student Recruitment Officer (Regional Lead for RUK) | University of Dundee

Ready for a little friendly competition? In this Taskmaster-style session, accessibility isn’t seen as just a tick box, it’s the key to everyone winning! Compete in fun, interactive challenges and discussions that’ll help you design accessible events. Gold stars up for grabs, and no one’s getting the wooden spoon!

Gabriella Smith | Senior Schools, Colleges and Outreach Officer | University of South Wales (USW)

Faculty and subject-specific events are a powerful tool in engaging prospective students and fostering relationships with Teachers and Advisers—but how do we ensure they truly deliver impact? This session explores what makes subject recruitment events effective (and what doesn’t), drawing on examples from USW.

We’ll examine how to tailor content to different audiences, balance academic and admissions input, and use data to evaluate success. Delegates will leave with practical insights and ideas to take back to their own institutions, whether they’re refining established events or starting something new.

Jay Rees | Student Recruitment Manager | University of Law

In a fiercely competitive postgraduate landscape, traditional campaigns, standardised recruitment models and conversion funnels are no longer enough. This session unpacks how to bypass blockers and boost enrolments through face-to-face, guerrilla-style recruitment tactics designed to connect meaningfully with prospective students—which prioritises human connection over polished comms.

This session will explore how HE outreach professionals can take a fresh, creative approach to engage students—especially when faced with roadblocks like exclusive school partnerships, competing offers, or being shut out of key institutions. Being blocked doesn’t mean being out of options.

From grassroots presence near feeder institutions to tactical pop-up events and hyper-local visibility, this session showcases how to build trust, spark curiosity, and convert interest into enrolments through unconventional yet highly effective methods. It’s about showing up where students are, connecting authentically, and standing out in a crowded market by doing things differently.

Aryan Bhattacharya | Account Manager | IDP Education UK and Ireland

In a sector as evolving as Higher Education, student preferences seem to switch based on microtrends that die as quickly as they emerge. This data-driven session, led by Aryan Bhattacharya, Account Manager at IDP Education, UK and Ireland, will shine a spotlight on student recruitment trends utilising London as a case study area. Drawing on real-time applicant behaviour and regional data, Aryan will explore how London students are engaging with higher education in 2026. From borough-level trends to shifts in subject and destination preferences, this session will unpack how national changes in policy and economy are reshaping outreach effectiveness, while also highlighting early indicators from the 2027 cycle. Attendees will leave with actionable insights to inform recruitment and outreach planning for this critical market, alongside space for open discussion and shared reflections.

Dr Susan Kenyon | Principal Lecturer in Politics / Institutional Lead for Commuter Students | Canterbury Christ Church University

Commuter students are ‘students who continue to live at home whilst studying, rather than relocating to attend university’ (Kenyon, 2024). Nationally, around half of home students in UK HE are commuter students (Kenyon, 2025). The proportion of commuter students has been increasing year on year, in response to the widening participation agenda in UK HE. It is likely to continue to increase, in response to demographic and structural changes following the Covid pandemic and on-going cost-of-living crises.

In 2024, the Office for Students (OfS) added commuter students to the Equality of Opportunity Risk Register. This policy change reflected an increasing body of evidence from across the UK showing that commuter students are a) increasing in number and b) experiencing inequality of opportunity in Higher Education.

Commuter students can have a poorer student experience and outcomes than their residential counterparts. One reason for this is that university pedagogies, policies and processes are designed for the traditional, residential student, who lives on campus or close to their learning and for whom Higher Education is an immersive experience. They do not meet the needs of commuters, who must travel to access learning and for whom studying is just a part of their busy lives.

This workshop presents the case for reshaping HE for commuter students, presenting practical examples of changes that HELOA delegates can make to embed support for commuters in their activities. Taking the example of a major project at Canterbury Christ Church University, delegates will be encouraged to consider the changes they can make, to encourage a positive experience for commuter students at their institutions.

Leadership in higher education comes with complex, shifting challenges – from managing change and driving strategy to supporting teams and navigating external pressures. Whether you’re grappling with resource constraints, organisational change, policy shifts, or team resilience, this networking session is designed specifically for leaders to connect, reflect, and share the biggest challenges they’re currently facing.
This is a supportive space to engage in honest conversations with peers who understand the pressures of leadership. You might not leave with all the answers—but you will leave with new perspectives, shared experiences, and connections that can help you move forward.

Student ambassadors are often at the heart of outreach, recruitment, and student engagement -bringing authenticity, insight, and lived experience to every interaction. This informal networking session invites colleagues to come together to share how they recruit, train, support, and maximise the impact of their ambassador teams.

Whether you’re refining an existing programme, exploring new ways to use ambassadors in digital or in-person settings, or looking to enhance their development and wellbeing, this is a space to exchange ideas, challenges, and success stories with others working in this space.

Victoria Dee | Director of School Partnerships | The Brilliant Club

In this interactive session, Victoria Dee, Director of School Partnerships at The Brilliant Club, will focus on three key areas: effective school prioritisation, challenges to impactful partnerships, and approaches to overcome these challenges. After hearing from the group as to the approaches taken to school prioritisation across their institutions, Vicky will share The Brilliant Club’s approach, which combines sector evidence with the charity’s own learnings. Vicky will then facilitate conversation around the challenges we all face in securing, building and enhancing partnerships with priority schools, and as well as best practice-sharing on approaches for overcoming these barriers. Throughout the session, Vicky will share examples, case studies and ideas from The Brilliant Club’s national school partnership working.

Ahmar Ehsan | Funding Information Services Account Manager (SLC) | Student Loans Company

Tom Allingham | Communications Director | Save the Student

Discover what Student Finance application behaviour reveals about student decision-making – and how early engagement can boost recruitment. Featuring insights from the Student Loans Company, plus Save the Student’s top budgeting tips to help students prepare financially for university.

Jessica Jeske | Head of Events | Queen Mary University of London

Join an insightful session exploring the changing skill set of events professionals in successfully managing large-scale events.

By their very nature, events professionals are solution-focused and adaptable to deal with complex operational and stakeholder demands. But now, they must also be more skilled in crisis management, change management, resilience strategies and much more than previously. This is due to unprecedented external factors – from the Covid pandemic to political protests on campus because of international tensions.

Sarah Tompkins | Undergraduate Student Recruitment Manager | Keele University

Ever wondered, what on earth is UKI and why is it so complicated? Join this session to find out more about how UK International recruitment works, why it sometimes sits across both home and international recruitment (and why no institution has it fully figured out!), and get some top tips on how to interact with international students in the UK. Whether you are interested in coming over to the dark side of international recruitment, or just keen to learn more about how it fits into your current role, this is the session for you!

Dan Flatt | Head of UK Student Recruitment and Widening Access | University of Leicester

Felicity Lawrence| Head of Global Operations | University of Leicester

In this session, we will explore the innovative and collaborative approach of the Future Students Office at the University of Leicester. This session will provide an in-depth overview of how the unique integration of UK Student Recruitment and Outreach, Global Recruitment, Admissions and Applicant Experience, and the Global Operations Team has led to recent growth in student numbers.

By the end of this session, attendees will have a comprehensive understanding of how the Future Students Office at the University of Leicester exemplifies effective collaboration and innovative strategies to drive student recruitment and growth. We will provide detailed explanation of the structure and functions of each team (UK Student Recruitment and Outreach, Global Recruitment, Admissions and Applicant Experience, and the Global Operations Team) and how they work synergistically to achieve common targets. We will also provide real-world examples of successful collaborations and initiatives that have led to a significant increase in student numbers, highlighting the tangible outcomes of their integrated approach.

We will provide a Q&A on the ‘One Team, One Target’ approach at Leicester and how delegates can take back some similar approaches back to their institutions.