1. Consumer and Markets Authority
Impact for Communications
what used to be called the Office of Fair Trading (OFT)

2. ‘How we communicate with prospective students through ‘consideration’, application, offer, acceptance and enrolment stages’

3. The HE sector is very important for the UK:
What’s happening?
The CMA (previously OFT) has:
analysed the impact regulations governing UG Higher Education have on student choice, quality, quantity and innovation in the HE sector in England.
identified a number of issues and have made recommendations to the government to improve the regulatory framework for the undergraduate HE sector in England.
How we communicate with prospective students through application, offer, accept and enrolment stages
The HE sector is very important for the UK:
for the impact HE has on the future life chances of students
for the contribution a well-educated and trained workforce makes to national economic performance, including productivity
and for the inward investment and export contribution arising from the UK HE Sector

4. What’s changed?
Consumer Protection Law has become more important because:
a greater proportion of Universities’ funding is coming directly from students
AND
Students are in a weak consumer position because:
for most students deciding what and where to study will be a ‘one-off’ decision
Universities are ‘traders’ and students are ‘consumers’ for the purposes of the legislation

5. What does this mean for us?
We can’t ignore it: non-compliance could result in enforcement action by the CMA (reputational damage and future litigation)
CMA began conducting compliance checks in October 2015
Universities UK are working with the CMA, the Academic Registrars Council and the Association of University Legal Practitioners
The new Consumer Rights Act – came into force October 2015, which will make it easier for authorities to investigate and prosecute

6. What does this mean to us?
We need to provide prospective students with all the relevant information that they need to help them make a decision of where to study and what that will entail.
This means ensuring all essential content is included such as additional costs and optional modules.
Information should be:
Accurate and honest (rooted in truth)
Timely
Consistent across channels
Accurate and honest (rooted in truth)
We must not overpromise things that we will not deliver.
Claims we make must be evidenced and/or attributed.
Timely
Information should be as up-to-date as possible. If referring to future provision, we should provide current examples and to make it clear that this is what they are.
Link to more current information online.
Consistent across channels
Information given in the prospectus should not contradict information given on a website.
Online content is likely to go into more detail than the prospectus, which is published at a single point in time so needs more longevity.
Eg accommodation

7. Channels being reviewed:
UG prospectus
Digital (centrally owned web pages, student blogs, video content and screens)
Social media (guidance for departments and updating policy)
CRM s (reviewing content , links and guidance for departments)

8. UG Prospectus

9. UG Prospectus Evidence claims
We can demonstrate the reputation of our research through REF results
Bring copy to life by leading with examples of research breakthroughs.

10. UG Prospectus What employers think about Warwick
Examples of where recent graduates found careers and their path

11. UG Prospectus
Information can still be presented in a lively and engaging tone
Balance of head vs heart
You might think you don’t enjoy sport. But university is a chance to try new things, and we’re willing to bet that we offer a few sports you haven’t tried before: Dodgeball? Lacrosse? Ultimate Frisbee? Whether you’re an absolute beginner or a world-class competitor, you can join in at whatever level you feel comfortable.
Even if you decide that competitive sport isn’t for you, there are plenty of other ways to get active. Why not try one of our free activities such as our Walking, Running or Cycling Routes? Or for something a bit different, you could let off some steam at a UV Zumba party or take part in our annual Zombie Run at Halloween.

12. UG Prospectus Pointing to web as most up-to-date source
New web page with full terms and conditions of why/when course details may change
Input from legal team

13. Website
Student Blogs and Study Pages

14. Student blogs
Updating current information from landing page to appear on all individual blogs and touch points.
Text will make clear that bloggers are paid.
T&Cs which bloggers agree to work to within updated to reference CMA requirements.

15. Study pages
Reviewing course pages and tabs updated to meet CMA requirements:
Where does information sit? eg:
Course information
Total course costs
Regulations and complaints
Also to ensure that students can find the complaints procedure easily – signposted from MyWarwick, clear on website etc.
Will be adding the complaints procedure into the footer of pages
Course costs – awaiting info but will incorporate
KIS widget – expand the info out so it’s more prominent
‘Essential information’ section to be added – so people can see at a glance key information
Start of march – live on Study site

16. CRM

17. CRM
Centre s are generally department/course agnostic so no CMA concerns about course content. Rest of content will be checked for compliance before sending
Departmental s/newsletter content are all created and/or approved by department. CMA will be scanned for by CRM team but responsibility lies with department
All content is rooted in truth and evidenced

18. CRM
Reviewing how we can use to provide links to key areas (such as through the footer)
Link to consistent information that is maintained online

19. CRM data
Need to balance retaining 5 years of CRM for CMA evidence with data protection regulations:
All enrolled students for 5 years will have complete CRM record retained in an archive database on the Azorus platform
All enquirers will have anonymised CRM record retained in archive
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20. Social Media

21. CMA and social media – good practice
If you get asked a question you don't know the answer to, do ask someone more knowledgeable if you can, and refer enquirers to specific services where you know specialist knowledge or expertise resides.
Talk about current conditions affecting courses of study, rather than speculating about the future.
Be careful to describe provision, services, experiences, in a tone and using vocabulary which is clearly rooted in evidence that is available for applicants to look at e.g. linking through to relevant webpages. You should try to answer questions in a factual way.

22. CMA and social media – good practice
Don't risk misleading people by omission. Don't leave things out, such as hidden course costs.
Be clear about whether your social media account is administered by the institution or by students. Any student-run accounts should be referred to as providing a personal account of current students' experiences.

23. How we talk to prospective students
Retain the brand across all communications
Meet our legal obligations so that we are authentic with technically correct information
Already have clear position on how we communicate within our writing guidelines

24. Brand

25. How we use tone-of-voice
Student giving her personal experience of the course
Authentic, relevant information based on real experiences

26. And finally

27. Archive
Need to reference all communications as part of student recruitment:
Printed materials
Digital
Social Media
s to prospective students
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28. Outcomes Provide a ‘how-to’ guide for marketing colleagues
Supported by best practice and support from central marketing and SROAS
Joined-up approach: share processes with other departments to ensure ongoing compliance

29. Questions?