U learn presentation v2

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Tim Renner, Whitireia New Zealand and Stickney Kunanayagam, Inov8 gave this presentation to the U-Learn conference in 2011.
This presentation looked at the development of website tools in an educational context, maximising user feedback in the development of tools for an organisation that had grown considerably.

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  • Website vision statement. Whitireia had to clarify strategy, = big questions. How did we get there? What does it mean [who are users, technical, our services, our communication aims]. Inov8 stepped up to match vision to tech – to enable the vision.
  • Who are we (in context): EFTS increased 3 fold from 1700 to 4800. New campuses: Auckland, Kapiti, Wellington, Porirua, trades centre. Post graduate and degree programmes. 120 qualifications in 5 faculties.
  • Origin with Ngati Toa, Pacific communities, who established the first Whitireia Council. Expectations of Whitireia, of who we are, what we do and how we communicate were trapped in 1986. old expectations, old technologies….. New idea: ‘horizontal and vertical’ idea of community.
  • Changes in Tertiary marketing in NZ - spend grew from $2M to $48M between 1990 and 2010. Connections to community damaged. Community connections driven by ‘push’ communications. LOOSING TOUCH.
  • The website is identified as the key communications tool. New Principle of changing / enabling ways of communicating. Fundamentally new approach. 2 responses to the problem 1. website strategy, 2. rebrand – new identity.
  • Website goal 1. New brand – the changes in the institution were not adequately represented in the old brand. Old / lagging perceptions of Porirua. Research Study. Communities recognised academic excellence and student culture, not so strong on work outcomes, developments in high level qualifications SCALE, MATURITY.
  • extensions to the brand values: The brand attributes we seek: Maturity : an established, strong, competitive organisation. Whitireia is an organisation of substance (relevant and contemporary). Future Focus : Diversity of peoples is the future cultural pathway of New Zealand. Whitireia already excels at this and has something to offer NZ. “Students from diverse communities and advanced skills and knowledge for success”. Cultural diversity is NOT to be used in a deficit way. Distinctive, collaborative : A distinctive tertiary training path to successful outcomes. Strengthen our name. Be distinctive. -Connectedness, collaborative  – to workplaces, industries, communities, other learners, other institutions, internationally (education providers). Evidential : now is the time to tell strong, evidential stories and to have a simple, strong brand promise. To ‘break out’ and make a mark, take big bold steps. -Get away from soft stories. Harden up. Challenge ourselves with our brand; to provide evidence on our achievements, to deliver the brand promise (connected to success / work). Fewer words, bigger statements. To strengthen awareness and perceptions of the value of polytechnic qualifications, Whitireia needs to lead the sector. Community expectations – a fresh, contemporary, engaging identity. Lifting peoples’ expectations of us. Challenging ourselves. Proposed Identity Option B: This option is a new logo developed around the existing collaborative weaving concepts (above) used to represent the ‘W’ from Whitireia. The ‘W’ form is simple and clear, with an energetic 3-dimensional treatment which lifts the logo off the background. As above, the colours have been refreshed, using the local colours of the sea and hills, in the same way as the new website. The ‘W’ has been woven with ‘supporting joins’ in the weave to represent the student journey and to extend beyond the personal (single koru) to the collaborative relationships Whitireia has with industry, educational and international partners. The woven shapes of the letter W form three baskets of knowledge to represent the value of Whitireia learning and the institution’s role and identity in Porirua. The energetic 3-dimensional form has been created by wrapping the ‘W’ around an invisible globe – Whitireia New Zealand touches students in different locations. The ‘W’ represents a networked and integrated organisation with almost seamless joins and supporting inter-relationships. The design is open in character (not constrained, but ‘reaching’ and ‘flying’) and can be used very effectively on T-shirts, banners, print advertisements and other media.
  • In more detail: 1. Understanding who the stakeholders are. What kind of communications are we talking about. Who does it impact on internally? How do we manage content?
  • What are the capabilities needed to support our new direction? STICKNEY – SLIDE FOR EACH BOX ABOVE.
  • Advanced Segmentation Isolate and analyze subsets of your traffic. Select from predefined custom segments such as "Paid Traffic" and "Visits with Conversions" or create new custom segments with a flexible, easy-to-use segment builder. Apply segments to current or historical data and compare segment performance side by side in reports. Watch video. Custom Reports Create, save, and edit custom reports that present the information you want to see organized in the way you want to see it. A drag and drop interface lets you select the metrics you want and define multiple levels of sub-reports. Once created, each custom report is available for as long as you want it. Watch video. Dashboards No more digging through reports. Put all the information you need on a custom Dashboard that you can email to others. API and developer platform Export data, create integrations, and develop client applications with the Google Analytics Data Export API. Customize Google Analytics tracking with the Google Analytics Tracking API. Advanced Analysis Tools Perform advanced data analysis with pivot tables, multiple dimensions and filtering features. Fast-on-the-fly tools let you dig deeper and manipulate data right in the report tables. Analytics Intelligence Google Analytics monitors your reports and automatically alerts you of significant changes in data patterns. You can also set up custom alerts to notify you when specific thresholds are reached. Custom Variables Custom variables allow you to define multiple, and even simultaneous, tracking segments based on hits, session or visit level data. Custom variables provide you the power and flexibility to customize Google Analytics and collect the unique site data most important to your business. Data Export Export your data with the Google Analytics Data Export API or email and export your data directly from the Google Analytics interface into Excel, CSV, PDF and tab delimited files
  • Subject landing pages. Why? Distributed content is at stage 1. SEO. Real information on what it is like to be in a course with us. Real sense of outcomes.
  • Important to understand the student decision making process…
  • Future development of subject landing pages – to include subject social media channels and increased number of content champions. Future development of ways (platforms / devices) you can read & respond to us on. Current social media tools [next page]
  • Provides a voice – extended information, like you might get informally over the phone. Also provides glue to the student news agency we run – NewsWire.
  • U learn presentation v2

    1. 1. Technology and Community. Tim Renner, Whitireia New Zealand. Stickney Kunanayagam, Inov8.
    2. 2. Whitireia Community Polytechnic grew at an insane rate between 2002-2007.
    3. 3. What is a community? »Performing arts http:// www.youtube.com/watch?v=FD6r5ba-NnU&feature=related »Dan Adams editing song lyrics http:// www.youtube.com/watch?v=Z0nEwmqtocs »Leeland Johnson Digital animation http://www.youtube.com/watch?v=psiQTwgSp5Q]
    4. 4. The voice of students is drowned in internal complexity and notions of communicating through ‘advertising spend’. The victim is the real experience, the truth about polytechnic study.
    5. 5. Scalable information architecture
    6. 6. Up to date, deep and relevant content • Content Contribution and Ownership • Content Security • Discussion Boards and Internal Forums • Content Types • Document Standards • Pictures and Media • Ratings • Social tagging • Site Standards • Status updates • User Profiles
    7. 7. Distributed content governance
    8. 8. Capture usage behaviours and Traffic • Advanced Segmentation • Custom Reports • Dashboards • API and developer platform • Advanced Analysis Tools • Analytics Intelligence • Custom Variables • Data Export
    9. 9. Flexible content management model
    10. 10. What is the point of intersection between students and what we do? http://www.whitireia.ac.nz/Pages/home.aspx
    11. 11. What subjects do students want? http://www.whitireia.ac.nz/AreasOfInterest/Nursing/Pages/Nursing.aspx ]
    12. 12. How do we make communication with students dynamic?
    13. 13. Informal stories and opinion pieces are on our blog, which provides opinion pieces that students can respond to. The journalism blog is linked to world-wide media. »blog home page http://whitireiacampus.wordpress.com/ »Journalism blog page http://www.newswire.co.nz/
    14. 14. Quick updates are automatically fed to Twitter. Twitter page http://twitter.com/#!/whitireiacampus
    15. 15. A wide range of feedback and exchange of views is encouraged on Facebook. http://www.facebook.com/pages/Whitireia-Community- Polytechnic/150466150184?sk=app_190322544333196 ]
    16. 16. The Whitireia strategy is a work in progress. Increasing the number of content champions and managing risks….. Providing access to all types of devices….. Growing a new kind of regional student experience in conjunction with Wellington schools…. Taking the next steps to bring our systems closer together to serve clients and students….
    17. 17. Future requirements » Social enhancements » Mobile platform » Tablet platform
    18. 18. Thank You » Tim Renner – tim.renner@whitireia.ac.nz » Stickney Kunanayagam – stickney@inov8.co.nz »Questions ?

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