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Category Marketing and Communication
Type Guidelines
Approved by Vice-Chancellor, September 2001
Date Guideline Took Effect 5 September 2011
Last approved revision 14 October 2024
Sponsor Deputy Vice-Chancellor (External Engagement)
Responsible officer Director, Marketing Services

Please note that compliance with University Guidelines is expected in normal circumstances, and any deviation from Guidelines – which should only be in exceptional circumstances – needs to be justifiable.

Purpose

These Guidelines supplement, and should be read in conjunction with, the University of Otago Web Policy. They provide practical information for staff, including information on best practice, resources, training, and support to assist those responsible for maintaining the quality and integrity of the University's web presence.

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, drives student recruitment and sustainable research growth, and supports Otago’s brand while ensuring content is accurate and up to date, and complies with relevant legislation.

Organisational scope

These Guidelines apply 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 the Web Guidelines as a reference.

This guideline 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.
Content Management System (CMS)
Software, or a suite of software applications, that is used to prepare, publish and manage content in a web-ready format.
Content/Subsite Owner
The head of an academic department, programme, research unit, or other entity within the University of Otago.
Departmental Content Editor
The person delegated the authority to maintain and edit web content for a unit of the University of Otago. These editors are responsible for the accuracy and currency of content.
Dynamically Sourced
Automatically retrieved from another system on a frequent or real-time basis. “Dynamic” content is the opposite of “static” content; updates to content in the source system are reflected on the website without manual intervention.
Heads of Departments
For the purpose of these guidelines, 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.
Major Changes (projects)
New website; new website section; new type of pages (page template); Homepage refresh; and site restructure.
Minor Changes
Updates to accuracy and currency on webpages e.g. staff changes
Social Media
The creation, dissemination and exchange of user-generated content in an electronic and online setting using (but not limited to) social networks.
Te reo Māori
The Māori language.
University Web Presence
All publicly available web pages which purport to represent all or part of the University of Otago, including web pages 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 these guidelines 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.
User Experience (UX)
How a user interacts with and experiences a product, system, or service. Including a person’s perceptions of utility, ease of use, and efficiency.
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 meet the needs of our priority audiences: potential and current students, researchers, alumni, and funders.
    2. A user-centred design and methodology approach will be used to ensure user needs are understood and prioritised. This will include user experience (UX) research conducted by Web Experience team when necessary. It will also include the use of Google Analytics statistics as a measure of a page’s effectiveness.
    3. Trust will be built with users through accessibility, clarity, ease of use, reliability, consistency and responsiveness.

  2. Requesting a change

    1. Some minor changes to content can be made by an approved departmental content editor, while others are made through a request to the Web Experience team (web@otago.ac.nz).
    2. Contact AskOtago (askotago@otago.ac.nz) for changes to:
      1. Phonebook
      2. AskOtago Service Portal
      3. Papers
      4. Qualifications
    3. Proposed major changes (projects) need to be requested via Marketing Advisory and should include the following information:
      1. purpose of the website or section of the website
      2. target audience
      3. named content approver/subject matter expert
      4. departmental content editor/resources for ongoing editing and updating
      5. review date

  3. Preparation of web content

    1. To assist with the production of quality web content, Heads of Departments are strongly encouraged to appoint or nominate a departmental content editor(s) to work across all websites in their remit.
    2. All content created for the University's web presence must be checked for accuracy, spelling and grammar, and follow the Writing Style Guide.
    3. Staff involved in editing or updating web content must complete a training and assessment organised by the Web Experience team.
    4. Staff involved in writing web content are encouraged to integrate te reo Māori, as per the University’s Māori Language Policy and the Writing Style Guide. Staff that require an approved Māori translation must request an Approved Māori translation before making any changes to the website.
    5. Images and PDF files may be uploaded to the CMS. Images displayed on the website must either be taken by the University’s photographer or by the person providing them. If not, the person providing them must have permission to use the photograph.
    6. Images that contain recognisable people must be accompanied by a Talent Release form. This must be completed and signed by those in the images (still or video). Forms can be downloaded from the Marketing Service Resources page.
    7. Video content on the website must be hosted on YouTube or Vimeo and linked to or embedded on the website.
    8. To minimise reputational risk, content displayed on webpages should be Dynamically Sourced from a single authoritative data source, including but not limited to:
      1. paper and course information held by Academic Services
      2. publication citations held by the Research Office (currently in MyResearch)
      3. research outputs stored in the digital archive (currently in OURArchive)
      4. staff contact information held by Information Technology Services and/or Human Resources, and
      5. central identity and access information held by Information Technology Services.
      Research data collection, analysis and reporting must be hosted on other systems in conjunction with advice from Research and Teaching IT Support.

      Departmental content editors should be aware of primary sources of data that may be dynamically accessed and can seek advice from the Web Experience team on interfacing with such data sources.
    9. Departments or staff engaged in, or considering engaging in, social media need to act in accordance with the University's Social Media Policy and should also be cognisant of the Policy for Managing News Media Enquiries. Seek further advice from the Internal Communications and Channels team: social.media@otago.ac.nz.
    10. Staff involved in drafting, editing or publishing web content, including content for social media, should be aware of copyright considerations and relevant legislation as listed in the 'Related Policies, Procedures and Forms' section at the end of these Guidelines.
    11. Personal information (i.e., information about an identifiable individual) must not be published on the website unless the information is already publicly available; the individual concerned has authorised the publication; or otherwise in accordance with the Privacy Act 2020 and the University’s Privacy Policy.
    12. Ultimate approval of content is the responsibility of the Web Experience team.

  4. Accessibility

    1. The University commits 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
    2. The University’s web content is consumed by users across many devices, technologies, and physical locations, by users of all abilities and disabilities, whether physical or cognitive. The University’s web content should aim to be accessible to all, regardless of how or where or by whom it is accessed.

  5. Branding

    1. Branding of University websites must comply with the University's Brand Policy and Brand Guide.
    2. Other parts of the University's web presence (e.g. material on external sites and third-party applications) should, so far as is practically possible, adhere to the requirements for university websites detailed in clause 5(a) above.

  6. Hosting and building of websites

    1. To support appropriate branding, accessibility, security, content and content management, all University websites, other than blogs and research analysis reporting sites, shall be built on and operated through the University’s central Content Management System.
    2. University websites previously built outside the University’s central Content Management System are expected to comply with the Web Policy and these Guidelines.
    3. Heads of Department are expected to coordinate with Marketing Advisory to develop plans including timelines, for migrating University websites not already in the University’s central Content Management System.
    4. Where online applications in the University’s web presence are developed and maintained by third party entities (e.g. staff and student webmail, Blackboard) these applications should meet University standards to the extent that this is possible. Compliance with the University’s Web Policy and these Guidelines should be encouraged, particularly where accessibility and privacy issues are concerned.

  7. Functionality and security

    1. All significant information security incidents and risks, including those involving the website, must be reported to the IT Assurance and Security Office.

  8. Information architecture

    1. All content will align with the overall University website Information Architecture in consultation with the Web Experience team.
    2. The Information Architecture on the CMS website is the responsibility of the Web Experience team. It is structured to provide clear and concise information and ensure consistent and clear wayfinding for digital users.

  9. Compliance and monitoring

    1. Content should only be created if there is a clear user need, resourcing, and a commitment to review, update and manage the content throughout its lifecycle.
    2. To ensure a high quality and accurate web presence, departments must formally review their web content at least annually.
    3. Access to the CMS will be audited by the Web Experience team regularly to maintain security and ensure changes are only made by staff with the approved authorisation. Departments must inform the Web Experience team if departmental content editors move or leave roles.
    4. Content will be removed as per the Content Removal table in section 12.
    5. The content management system is not to be used as a recordkeeping system. All original documents need to be stored in one of on the appropriate university information and records management systems (see Guidance for data storage locations). Further advice is available from Corporate Records Services relating to recordkeeping.

  10. Sources of support

    1. Approved departmental content editors can perform basic text editing. If there is no editor appointed, Web Experience can provide training and/or implement changes for departments.
    2. All staff are encouraged to consult the Web Content Guides on the University of Otago website before proposing any major changes.
    3. For major changes, consult first with Divisional Marketing Advisers to obtain guidance regarding scheduling and alignment with marketing strategy. They will assist in preparing a rationale for the changes.
    4. For proposed major changes, Web Experience provide guidance in content design and development, Information Architecture, SEO, and page analytics.
    5. The Internal Communications and Channels team can provide advice to upload content to the University’s official social media channels.
    6. Consult with Divisional Communications Advisers for any media releases or news stories.
    7. AskOtago can provide assistance with updating entries in the University of Otago phonebook, Service Portal articles, and changes to papers and qualifications.
    8. Research and Teaching IT Support can provide assistance and guidance regarding research requirements, particularly collecting, analysing, and presenting data.
    9. The Office of Māori Development can provide advice on te reo Māori and te ao Māori, including requests for Māori translations.
    10. Corporate Records Services provide guidance regarding rules related to record keeping and archiving.
    11. The University maintains information on copyright considerations, and further advice can be sought from the Manager, Copyright and Open Access: copyright@otago.ac.nz
    12. The University maintains information on privacy of personal information and adhering to the principle of the Privacy Act 2020. Further advice can be sought from the University Privacy Officer: privacy@otago.ac.nz

  11. Content platforms for key types of University information

    Material Platform to host the information
    Teaching materials and courses Learning Management Systems (currently Blackboard or Moodle)
    Information only relevant to current students Approved Learning Management System
    Research outputs OURArchive (for materials related to active research, consult with Research and Teaching IT Support)
    University records OURDrive
    Publication citations MyResearch
    Collaborative spaces Microsoft Teams
    Historical files OURDrive or Microsoft Teams, as appropriate. In some cases, providing a contact email for previous versions may be appropriate
    Video or audio files YouTube or Vimeo
    Information relating to course enrolment, content, assessment, qualifications or structure University of Otago approved and/or supported platforms, as referenced in the Mandatory and recommended approved ITS services and solutions document.

  12. Content removal

    1. Schedule of removal timeframes for various content types:

    (Note: this relates to individual pages. Departments may keep a consolidated list of information where appropriate.)

    TypeCreator Removal schedule
    News articles and media releases Communications team Within 5 years after publishing
    Deceased staff pages Any staff member Within 1 year of death
    Inactive staff pages – resigned or retired Any staff member Within 6 weeks of departure
    Inactive student pages Any staff member Within 6 weeks of departure
    Past event or conference pages Any staff member Within 6 months
    Files, including PDFs Any staff member The latest version only, or where a case can be made for relevance

Related policies, procedures and forms

Relevant legislation

Other resources

Contact for further information

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

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

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