Linking London Andrea Robertson Director of Relationship Management

Session Overview 2013 15 January figures Confirmation and Clearing New developments Social Media Website Course finder Track UCAS Reviews Qualification Information Review Admissions Process Review 2014 changes Future UK qualification reforms Policy impact At the heart of connecting people to higher education 07/11/2018

The 2013 Admissions Cycle At the heart of connecting people to higher education 07/11/2018

Position at 15 January deadline 2013: Applicants by domicile 2012 2013 % change Applicants 540,073 558,898 +3.5% UK 462,507 475,587 +2.8% EU (excl.UK) 36,205 37,991 +4.9% Non-EU 41,361 45,320 +9.6% At the heart of connecting people to higher education 07/11/2018

Position at 15 January deadline 2013: UK domiciled by country 2012 2013 % change UK 462,507 475,587 +2.8% England 384,170 395,608 +3.0% N. Ireland 18,292 19,587 +7.0% Scotland 39,169 39,954 +2.0% Wales 20,876 20,438 -2.1% Demographic dip - 60000 fewer 17 year olds than in 2007 At the heart of connecting people to higher education 07/11/2018

Position at 15 January deadline 2012 vs. 2013: UK applicants by age % change UK Applicants 462,507 475,587 +2.8% 19 & under: 336,714 348,165 +3.4% 20 to 24: 74,003 76,448 +3.3% 25 to 29: 21,176 21,832 +3.1% 30 to 39: 20,514 19,747 -3.7% 40 & over: 10,100 9,395 -7.0% Decline in mature learner numbers Impact of fees and wider economic issues? At the heart of connecting people to higher education 07/11/2018

And where they have applied to Domicile Institution country England Northern Ireland Scotland Wales England Northern Ireland Scotland Wales +3% +8% + 15% +10% +6% +7% +17% - 20% -4% +2% -3% -1% -6%

January deadline reapplication rates for UK 18 year olds unplaced in the previous cycle Applicants who applied in the previous year that are re-applying – rising again after 2011. At the heart of connecting people to higher education 07/11/2018

January deadline reapplication rates for English 18 year olds unplaced in the previous cycle for selected A level grade profiles Does this reflect a change in behaviour which is influenced by AAB+? At the heart of connecting people to higher education 07/11/2018

Confirmation & Clearing 2013 Focus on assuring services Track in the Cloud New course search Improved information Timing for key activities largely the same as last year Lots of change behind the scenes to deliver: Increased stability for IT systems Scalable capability to meet peak demand A sustainable service that meets customer expectations 1 million accesses to Track last year 30,000+ phone calls At the heart of connecting people to higher education 07/11/2018

Ongoing and future developments At the heart of connecting people to higher education 07/11/2018

Social media snapshot 15-24 represent a new breed of Internet users, often called “digital natives” having grown up alongside the Internet and digital media. Social networking is the norm. As this generation matures, taking highly social behaviours into the future, may make social networking the most important communication channel across all age groups. E-mail usage among 15-24 year olds has dropped by 42% over the last year whereas usage of social network grew by 34% in the same time period. 98% of UK Internet users engage in social media, they spend 18% of their time online, mostly on Facebook (80% penetration) and Twitter (21% penetration). Regular posts and updates are the key – an average Facebook post has a lifespan of just 3 hours!! (edgeranker 07.12)

Social media snapshot Of the UK population: 40% own a smartphone 4% own a tablet 68% are active on Facebook 15% are active on Twitter First year students: 60% own a smartphone 15% own a tablet 87% are active on Facebook 29% are active on Twitter 94% of UCAS applicants use social media 91% have a Facebook account 81% more likely than general population 29% have a Twitter account 113% more likely than general population 70% spend two hours or more on the internet per day

Facebook reach (9 January to 15 January 2013) Proactive messages on Facebook in the week leading up to and including 15 January were seen by 173,707 unique people. The cost of a Silverpop mailing at UCAS (email message) is £2.15/1,000 people. The level of reach Facebook obtained would cost £373 if mailing on Silverpop. The purple line refers to the viral audience. This is the number of people (c. 130,000) in addition to the 173,707 unique people who saw UCAS’ messages in their news feed due to a friend interacting with a post either through a share, a like or a comment. These aren’t people who currently like our Facebook page but they will be of a similar demographic and share similar interests as our Facebook audience. On other words, they’ve not subscribed to get updates from our Facebook page but are seeing the updates in their feed nonetheless.

Twitter update +107.09% +1,157.5%

UCAS Connect – social media in one place 65% of users surveyed said UCAS Connect saved them a phone call UCAS Connect was set up in June 2011 to bring UCAS’s social media presence into one place. Content was aimed at preparing for results and what happens next, e.g. Clearing, starting uni. Brought together social media feeds, FAQs, videos and top tips, available via the website and mobile apps for Nokia, Apple and Android. Has been developed since to include student bloggers talking about their experiences of apply – currently expanding blog offering to include parents as well. Through a survey on the site, we found that 65% said it saved them a phone call – this is a measurable success for us and demonstrates the value of social media for us. We will be integrating Connect into ucas.com in the near future to offer a more seamless experience between the web, mobile and social media.

The new UCAS.com New UCAS.com launched earlier this week. More intuitive and easier to find things… At the heart of connecting people to higher education 07/11/2018

New search tool An easier way to search for courses: Search for courses in a number of ways including by key works and locations At the heart of connecting people to higher education 07/11/2018

Finding the right courses Ability to filter results by year of study, institution At the heart of connecting people to higher education 07/11/2018

New Track - Logging in Security Marking: PUBLIC Document Owner: UCAS

New Track - Replying to offers More information to the applicant about the choices and offers they have received Security Marking: PUBLIC Document Owner: UCAS

New Track - Confirmation Security Marking: PUBLIC Document Owner: UCAS

New Track - Clearing Security Marking: PUBLIC Document Owner: UCAS

UCAS Reviews At the heart of connecting people to higher education 07/11/2018

UCAS Reviews and their impact on 2014 (and beyond)

Qualifications Information Review (QIR) : recommendations 6 recommendations made: Qualification information profiles Move towards grade-based entry requirements & offers Comparing ‘demand’ across qualifications Qualifications metric for HE management information purposes Annual report on the use of qualifications in HE admissions Optional admissions tools Information Gathering National Consultation Final Report & Recommendations

Taking the QIR forward New Qualification Information System (NQIS) An updated Tariff and points system Qualification Information Profiles for Up to 30 priority EU and International qualifications Key qualifications that are already in the UCAS Tariff Selected Apprenticeship Frameworks Information summaries for Access to HE diplomas New Qualification Information System (NQIS) At the heart of connecting people to higher education 07/11/2018

Admissions Process Review (APR): Changes for 2014 Responses from HEIs focused on missing data and information which they then collect direct from applicants: New mandatory fields Email address Qualifications or work experience Personal statement – minimum of 1,000 characters Extending collection of results from Awarding bodies to include BTEC and Access to HE results Able to download images provided by applicants as proof of achievement and identity At the heart of connecting people to higher education 07/11/2018

APR: Changes for 2014 Responses from applicants and advisers focused on the complexity of the scheme and their ability to provide the right information: Changes to terminology – no acronyms Increased advice about replies and the use of Insurance choice Use of pop-ups and videos to provide help throughout Apply and Track Special needs – improved advice, size of field & re-order of questions Qualifications Improved advice and interactive search for qualifications Cross-checking with centre information No ‘formal’ in reference to qualifications Improved search for centres and cross-check of data – only one full-time study at a time! Exchange of data with other organisations e.g. SAAS New personal statement if you use Extra At the heart of connecting people to higher education 07/11/2018

APR: Changes for 2014 Passport Visa There are a number of things we will be changing for international applicants Improved help text for name field Increased size of forename and family name fields to capture details as in passport Questions on previous UK education for UKBA application Ability to upload images of passport and residential status documents Further information provided e.g. publication dates for European qualifications so HEIs can contact applicants for results Data Passport Visa At the heart of connecting people to higher education 07/11/2018

APR Proposals that required refinement 1 The current process can be improved with a more disciplined approach to deadlines, service level agreements for decision-making by HEIs, with no informal agreements to relax them Proposed changes – Decision and reply dates should be fixed at 15 April and 15 May Extra should be open to all applicants without offers Proposed changes - New personal statement – 2014 entry Relax rules to allow use of five choices at all times Rename to remove distinction from original choices Restrict duplication of original choices –

APR Proposals that required refinement 2 The replacement of Clearing with a managed process of applications with equal consideration for places available would give students a more positive experience and achieve a better match of applicants to courses A short break between Confirmation and Apply 3 (Clearing) would help to improve the process to place applicants Proposed changes – potentially for 2014 Decisions on all applicants made by A level day unless results are outstanding e.g. GCSEs Clearing referrals from midday Friday

Qualification Reform At the heart of connecting people to higher education 07/11/2018

Changing qualification landscape Extensive qualification reform across the UK England is currently reforming A levels, GCSEs and vocational qualifications. There is also reform being undertaken to the national curriculum. Wales has recently concluded an extensive qualifications review for 14-19 year olds. Northern Ireland is currently conducting a review of their qualifications system. Scotland has recently implemented a revised qualifications system. Challenges for UCAS: UCAS has to support member institutions, schools, advisers and applicants UCAS is a central point of information for these stakeholders. UK divergence. At the heart of connecting people to higher education 07/11/2018

First reach HE for 2017 entry   2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 A level First teaching 2015 First reach HE for 2017 entry AS level First reach HE for 2016 entry GCSEs 2019 entry Welsh Bacc Graded from 2013 Scottish National 5 First teaching 2013 Potentially first reach HE for 2014 entry Scottish Higher First teaching 2014 First reach HE for 2015 entry Scottish Adv. Higher Access to HE Dip Key challenge for UCAS is making sure the HEIs understand what the new qualifications will be like and that entry profiles reflect these changes. This information is based on current proposals. Some of the new A levels will be first taught in 2015, therefore will be used in applications for 2017 entry. Not all subjects. New AS levels are first taught in 2015 and could potentially be used for 2016 entry. New GCSEs are launched in 2015. A standard linear programme of study would mean that these reach HE for 2019 entry. An accelerated course could be taken in a year – does this mean we’ll see the new GCSEs in 2016 entry then? The new Welsh Bacc will be launched in 2015, therefore will reach HE for 2017 entry. However, the existing Welsh Bacc is graded from Sept 2013 teaching, therefore this will be a consideration for HEIs. The new Access to HE Diploma will be taught in 2014, therefore will reach HE for 2015 entry. Scottish Quals: New National 5   1st teaching  - 2013-14 1st certification -  Summer 2014  1st year of entry to HE -   2014 entry if taken as an adjunct to Highers - v small numbers – 1st major cohort Summer 2016 Revised Scottish Highers 1st teaching  - 2014-15 1st certification - Summer 2015 1st year of entry to HE - 2015 entry – first major cohort – 2016 entry Revised Advanced Highers 1st teaching - 2015-16 1st certification  -  Summer 2016 1st year of entry to HE - 2016 entry

Policy impact At the heart of connecting people to higher education 07/11/2018

UCAS operating environment – significant changes Devolution & regionalisation – emergence of distinctive education and HE policies, funding and student support in different parts of the UK Trend to greater direct government intervention in HE Policy changes: new funding models, financial support for part-time students, student number controls, access/outcome agreements & contextual data, immigration & visa policy, emphasis on social mobility and student at the heart of the system Changes in secondary education policy: academies & free schools, HE private providers, growth of apprenticeships & employer-led degrees Loss of careers/advice services in England &Wales – but growth in online IAG providers Policy

Future Developments (1) Qualifications: Curriculum for Excellence in Scotland; qualifications and examination board reviews in England and Wales, A level reform Changing perceptions of HE experience and value - Students at the heart of the system Feedback (e.g. from NSS) will shape applicant behaviour. Learners want better, personalised, accurate, impartial IAG.  Learners, parents and taxpayers will expect greater transparency in admissions and the demonstration of “fairness” Long term affordability of student support? Future – experience and value

Future Developments (2) HE sector diversification in England, consolidation in Wales & Scotland HE regulatory reform and binding, enforceable agreements between funders and HE providers across the UK.  Will any HE providers opt out of access to public funding? Competition law, open data legislation – tension between transparency, competition and collaboration in HE sector Changing relationships between HEIs: forging/breaking of partnerships; greater competition; brand identity will become more important – including outreach, IAG and admissions Legislation

Impacts for UCAS England Wales Northern Ireland Scotland A more uncertain and unstable operating environment Increasing tension between the needs of learners and our members Greater competition in the IAG and data collection markets and potentially in admissions services Less control over UCAS/HE/qualifications data – but opportunities to add-value Distinctive approach needed for England, Wales, NI and Scotland New/upgraded services will have to deliver efficiency benefits for institutions and be customisable to support HEI brands UCAS must be able to demonstrate to government, regulators and the public that it delivers efficient, fair and transparent admissions services Who regulates fairness in admissions? Our processes, systems, policies and people need to be agile England Wales Northern Ireland Scotland

Any Questions? Andrea Robertson Director of Relationship Management a.robertson@ucas.ac.uk