2016 UCISA Award for Excellence Application Form. Objective of the Project/Service. Description of the Project/ Service

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1 2016 UCISA Award for Excellence Application Form Institution Name: Originating Department: Corporate Business Change Initiatives Contact Name (and address): Mandy Phillips Objective of the Project/Service We recognised that the external website needed an overhaul; it was difficult to navigate and the content was written for mixed audiences. Given that it is a recruitment tool and a window to the university for business, research and the local community, it was timely to review its purpose. There was a driver to centralise the content delivery team to enhance consistency and reduce costs. In this context, we used digital as an approach to solve problems rather than a piece of technology. To have one unified external web presence, with a coherent, consistent look and feel in line with brand guidelines. To change the current web authoring model to one of centralised control of the external website and web content. To invest in a new content management system with the capability to deliver our vision for a modern website. To invest in market research and specialist expertise to design a comprehensive information architecture to provide a strong robust foundation for our internal and external online presence. Upon launching the new external website, repurpose the existing site for internal audiences. Description of the Project/ Service Rather than deliver just a new website, we took steps to create the new digital landscape using multiple external partners and choosing technology to enable an outstanding customer experience rather than a pure content management system. The work streams included; Content creation of 1000 new pages of copy, video, imagery, quotes, social and components.

2 Development of a content strategy. (Build) Technical implementation of a customer experience platform (Sitecore) and migration of course information. Functional re-development of all forms with a clear user focus, streamlining of contact information, audit of public information. Design Multiple components alongside 17 templates delivered to offer a pick and mix approach to create unique pages. Search Engine Optimisation an audit of all content developed to ensure fit with what users where searching for. Brand production of new digital brand guidelines. Analytics using analytics and tag management to ensure we can measure engagement with all aspects of the site, that enables measurement against organisation goals and better insight. We also had training and communications strands running through each stream. This was as much a business change project as a technology project, driving a culture shift in the way we approach major projects and ways of working collaboratively with internal and external colleagues. Return on Investment The external cost of the project was 344k. Internal costs were subsumed into existing roles with 3 secondments from Marketing to support content development. Benefits Delivered Visitors to the web site are able to find relevant information quickly and easily. Visitors using mobile, tablets or a desktop PC get a consistent view as the information displayed is responsive to the size of screen. Single source of data ensuring a one touch update process. Repeated and incorrect information has been removed. Search functionality has improved. Introduction of academic staff profiles. The distinction between internal and external content will help content producers to deliver a clear message. Feedback Congratulations on the launch of the new site. Stylistically and structurally it s a big improvement on the previous version, and I can appreciate how much effort has gone into producing it. I ll feel much more comfortable directing external people to the site with the professionalism it projects Professor, CMP Just want to send a round of applause from the Faculty. I can only imagine how hard it has been. I know that a lot of people are very quick to point out shortcomings on projects like this, but I just want to send a well done. It looks fab. Transference of Best Practice Faculty staff The approach we have used is scalable, we are currently using it with a range of projects and after running an open day, more departments are looking at how they can use it in their practices.

3 The mix of MSP and Agile can be used successfully and could be replicated elsewhere in the sector. Name of Staff Involved (including job titles and addresses) Mandy Phillips Head of Corporate Business Change Initiatives Alan Palin Project Manager Neil Shack Lead Developer Helena Eaton Digital Communications Manager Phil Bunker Senior Developer Stuart Wright Infrastructure Manager Support of Institution UCISA Representative The development has delivered a step change in the University s web presence and supports a number of key strategic priorities. The project was ambitious in terms of the scope and the timetables involved. Within a portfolio of successfully delivered developments the web project was the most far reaching, addressing, as it does, both internal and external facing audiences. Mark Power, Registrar and Deputy Chief Executive This application has institutional support. Guy Kilgallen Support Officer g.kilgallen@ljmu.ac.uk Shonagh Wilkie Corporate Communications Manager s.wilkie@ljmu.ac.uk

4 Best Mix of Talent Using a combination of internal and external resources we were able to constantly challenge each other and learn as we went along. Quickly establishing and maintaining good relationships with all parties was a key to success. Creative Blueleaf Managing Change Integration Brand S2 Creative Design & Build Mando Student Programme Management Vision Content Co Creation Film & Photography x3 Agencies SEO Return on Digital

5 300+ Taking Back Controls It was recognised that the content delivered through a devolved mechanism was disjointed, had an internal team focus and didn t have a consistent tone of voice. The 300+ web authors had limited training, were often uploading content sporadically and mostly appreciated that a task had been removed from their workload. A core team offers consistency, a holistic view of the whole website and strong links to other digital channels (social, advertising, referrals). 8