Standard Twelve: Advertising, Promotion and Recruitment

Advertising, promotional and recruitment activities and materials that might affect the decision of a student to enroll in the institution are appropriate and available for review.  The institution or its agents engage in advertising, sales, collection, credits, or other procedures that are truthful, reliable and fair.

Criteria                  

The following criteria are used by professional staff members and evaluation committees as indicators of compliance for the standard.

  1. The institution ensures that:
  • its full name, location and contact information is included in all advertising and promotional media such as brochures, bulletins, catalogs, mass media and internet/web-based ads;
  • all tuition, fees and other charges are stated in the school catalog, recruitment  brochures and enrollment agreement;
  • during the processing of a new application or an application for a change of  ownership, it does not advertise, recruit, register or provide information to prospective students;
  • it does not use the word “free” to describe any item or service included as a  part of the school’s programs, placement services, preliminary testing or interviews.
  1. The institution uses advertising or promotional literature that is factual including but not limited to photographs and faculty listings.

AND

The institution does not:

  • give false, misleading or exaggerated impressions about the institution, its personnel, its courses and services, or the conditions, programs and opportunities for its graduates;
  • represent directly or by implication that there is a substantial demand for persons completing any of the programs unless it can document such claims with valid data;
  • make use of the word “guarantee”;
  • induce students to change their plans after they have enrolled in another institution.
  1. The institution clearly indicates in its advertising, promotion and recruitment activities that it offers only educational and/or vocational training and advertises:
  • in classified columns of newspapers, directories, print publications, or internet/web-based information sites ONLY in sections designated for and headed “education”, “school”, or “instruction”;
  • using only testimonials and placement data that reflect current practices, conditions or employment opportunities in the field;
  • using letters of endorsement, commendations or recommendations only when verifiable prior consent is obtained;

AND

The institution does not:

  • use advertisements or promotional material classified, designated or captioned “men/women wanted to train for….”, “help wanted”, “employment”, “business opportunities” or words or similar terms which directly or indirectly imply that employment is being offered;
  • advertise any educational programming under any publication or web site’s job category headings regardless of the title/designation of the category;
  • use the Certificate of Authorization from NPEC as an endorsement.
  1. The institution assumes full responsibility for the actions, statements and conduct of its agents including but not limited to:
  • the issuance of an agent’s permit only to those persons of good reputation and character;
  • the maintenance of a personnel file on each person acting in the capacity of an agent which includes a current resume or vita and references from former employers;
  • constant and proper supervision of its agents and their work;
  • providing each agent with information about its courses, services, tuition, terms and operating policies;
  • the establishment of a code of ethics for its agents and evidence that the code has been reviewed by its agents;
  • the prohibition of its agents from overt and non-professional solicitation on streets, sidewalks, public transportation and in and around another institution unless that institution has given prior approval;
  • the prohibition of its agents from soliciting or recruiting students who are clearly ineligible or unsuited for the training offered;
  • documentation as to how the school determined the applicants’ suitability for the training offered;
  • the prohibition of its agents from completing loan applications for prospective students;
  • the prohibition of paying its agents on a commission basis;
  • the option of paying agents a bonus for programs twelve months or less when a student has completed the program or at mid-term if the program is more than twelve months in length;
  • the prohibition of agents using any title which misrepresents their qualifications, duties and responsibilities;
  • the prohibition of agents to encourage any student to leave an educational institution where they are already in attendance.
  1. Regarding student financial considerations, the institution:
  • offers federal, state or other loans, grants or scholarship assistance to students only when it demonstrates that it is an eligible institution for such loans, grants or scholarships;
  • does not deviate from its advertised cost of programs offered;
  • seeks prior approval by NPEC for any scholarships offered to students;
  • does not advertise or promote the use of loans for any purpose other than direct educational expenses;
  • does not describe or advertise advances and loans in any other terms such as stipends, allowances, scholarships or gifts;
  • adheres to NPEC’s policy on the Collection of Tuition and Fees from Students(Georgia Rules 392-5-.05).
  1. Prior to enrollment, students are provided a catalog and/or other written materials which give accurate and current information about the school including but not limited to the following:
  • description of only those courses/programs authorized by NPEC which are currently offered;
  • program descriptions sufficient to enable the student to understand the scope of, sequence of and length of time to complete a course or program of study;
  • description of directors, education supervisors’ and instructors’ qualifications,
  • description of the specific occupations for which each specialized program will prepare the student;
  • description of the facilities where instruction will occur;
  • program objectives which include entrance requirements, grading systems, length of the course or program of study, absence policies, make-up work policies, re-entrance conditions, and transfer of credit to other institutions;
  • description of all charges and/or fees that may be incurred by the student;
  • description of  the cancellation and refund policy in accordance with the NPEC approved refund policy;
  • guidelines and expectations regarding student conduct, including conditions for    dismissal;
  • explanation regarding requirements for graduation and procedures for obtaining grades and transcripts;
  • description of employment assistance provided to its graduates;
  • statements which describe the various licenses and/or accreditations recognized by the Secretary of the United States Department of Education.