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Category Marketing and Communication
Type Policy
Approved by Vice-Chancellor, 5 September 2011
Date Policy Took Effect 6 September 2011
Last approved revision 14 October 2024
Sponsor Deputy Vice-Chancellor (External Engagement)
Responsible officer Director, Marketing Services

Purpose

This policy provides a framework for the planning, development and management of the University’s web content and design. More specific advice is available in the University of Otago Web Guidelines

The University of Otago’s goal for its web presence is to:

  • Deliver a unified experience that enhances users’ ability to find information relevant to them
  • Drive student recruitment and sustainable research growth
  • Support Otago’s brand while ensuring content is accurate and up to date
  • Comply with relevant legislation

The priority will be to provide content that aligns with the University’s marketing and communication strategies.

Organisational scope

The Web Policy applies to the content management system ( CMS ) web presence of any department, group, centre, or other organisational unit that is a part of, or owned, managed and staffed by the University, or run by funding won under the auspices of the University. This is irrespective of whether their website is hosted on University servers or otherwise. Sites under the otago.ac.nz domain are strategic assets owned wholly by the University.

Joint venture collaborators are strongly encouraged to use this Web Policy as a reference.

This policy does not apply to digital content that form part of coursework not intended for wider public access or consumption, i.e. websites, applications etc.

Definitions

Accessibility
The practice of making information, activities, and/or environments sensible, meaningful, and usable for as many people as possible.
Content
Any information on a website, including text, images and other files. Video and audio content must be hosted elsewhere with links to it on the site.
Departmental Content Editor
The person delegated the authority to maintain and edit web content for a unit of the University of Otago. Editors in departments are responsible for the accuracy and currency of content.
Content Management System (CMS)
Software used to prepare, publish, and manage content in a web-ready format for the official University of Otago website.
Content/Subsite Owner
The head of an academic department, programme, research unit, or other entity within the University of Otago.
Heads of Departments
For the purpose of this policy, the term Heads of Departments includes Deans, Heads of Programmes, Directors of Centres and Research Groups, and Directors of Service Divisions.
Information Architecture
The organisation, structure and labelling of content in an effective and sustainable manner. This results in a cohesive, coherent, and consistent experience for all target audiences helping them find information and complete tasks.
Social Media
The creation, dissemination and exchange of user-generated content in an electronic and online setting using (but not limited to) social networks.
Subject Matter Expert
Member of staff with a clear understanding of the subject matter of a specific area and/or relevant regulations.
University Web Presence
All publicly available web pages which purport to represent all or part of the University of Otago, including webpages associated with applications, blogs, social media and other web-based services.
University Websites
A subset of the University web presence, encompassing all webpages created specifically for the University of Otago. For the purposes of this Policy this definition excludes third-party applications (e.g. Blackboard and eVision). It includes public-facing content on the Content Management System, or ITS-supported sites and blogs such as WordPress. Social Media platforms are covered by the Social Media Policy
Web Experience Team
Subject matter experts in web content best practice, University writing style and tone of voice.

Content

1. Audience/User focus

  1. Content will be created with a focus on the needs of our priority audiences: potential and current students, researchers, alumni, and funders.

2. Web content

  1. The University will maintain a high standard of communication through its web presence by managing the publishing, monitoring, maintenance and archiving of content.
  2. Content of a confidential or sensitive nature will be restricted to the appropriate audience and managed in accordance with the Privacy Act 2020 and the University’s Privacy Policy and applicable Privacy Statement/s.
  3. Content will align with the University’s Māori Language Policy
  4. Content will be:
    1. up-to-date, accurate, and compliant with relevant legislation
    2. conveyed clearly and unambiguously, in a tone appropriate to the audience and consistent with the brand and reputation of the University
    3. delivered in an appropriate format for its intended audience
    4. either the primary authoritative web source or a link to same
    5. compliant with the University’s Web Best Practice Guide for University websites. Other areas of the University presence are encouraged to also follow these guidelines

3. Social Media

  1. Social media content must adhere to the University’s Social Media Policy

4. Accessibility

  1. The University is committed to a high standard of accessibility for all web users, including those with disabilities or impairments, and will aim to meet the international standards detailed in WCAG2.1 Level AA Conformance

5. Branding

  1. University websites will convey the University’s brand, be clearly identifiable as a part of the University, and reflect the University’s broad values and culture.
  2. University websites must adhere to the Brand Policy

6. Functionality and Security

  1. University websites shall be built and operated using the University’s designated Content Management System ( CMS ).
  2. University websites shall be built to be sustainable, flexible and robust, taking into account current applicable web standards.
  3. All publicly accessible websites should be hosted on the University’s approved CMS platform unless approved by the Chief Digital Officer.

7. Information Architecture

  1. All content will align with the overall University website Information Architecture unless an exception has been approved by the Director of Marketing.

8. Compliance and Monitoring

  1. Web content is not to be used for record-keeping purposes. All original files and records must be stored in one of the University’s information and records management systems, as appropriate. Content which is no longer current must be removed based on schedules in the Web Guidelines.
  2. Non-marketing content should be hosted on the most appropriate platform. Options available are detailed in the Web Guidelines. E.g. Research outputs – hosted on OUR Archive.
  3. It is the responsibility of Departments to review and maintain the accuracy and currency of their web content.
  4. Departmental content editors must complete appropriate training before being granted access to digital publishing on the content management platform.
  5. Where content is found to be illegal, offensive, or posing a risk to the University’s reputation, the Manager Web Experience will remove content and editing access.

Roles and Responsibilities

Content/Subsite Owner and Heads of Departments
Ultimately accountable for accuracy of all content published on their web pages.
Departmental content editor
Successfully complete editor training.
Agree to CMS Editors Code of Conduct (provided to all content editors).
Adhere to this and all other relevant policies and guidelines.
Subject Matter Expert (SME)
Ensure content is accurate.
Approve timing of published content.
Provide insight and knowledge to create more informed and relevant content.
Web Experience Team
Responsible for ensuring the consistency of information architecture and web content presentation, including the application of the Web Guidelines.
Upload images and documents aligned with policy and standards.
Implement the marketing strategy on the website.
Manager Web Experience
Ensure the application of the marketing web strategy and handle escalated issues regarding content on site.
Ensure guidelines and procedures are up to date and fit for purpose.
Director, Marketing Services
Set marketing strategy and approve any exceptions to this Policy.
Govern the ongoing strategic development of the University of Otago’s Web Presence.
Marketing Continuous Improvement Group (CIG)
Review and assess requests for functional changes or improvements, and allocate ITS resources as required.
Manager, IT Assurance and Cyber Security
Manage the process for removing access to or taking down websites or online applications where those websites for online application pose considerable risk to the University community.
ITS Product Owner
Act as second-line support for issues regarding the Content Management System ( CMS ).
Escalate issues to CMS vendors as necessary.

Related policies, procedures and forms

Relevant Legislation:

Contact for further information

If you have any queries regarding the content of this policy or need further clarification, contact the:

Senior Strategy and Policy Adviser
External Engagement
Email: adviser-ee@otago.ac.nz

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