Website Development Brief Show Racism the Red Card

Transcription

1 Website Development Brief Show Racism the Red Card Introduction Show Racism the Red Card (SRtRC) is the UK s anti-racism educational charity and was established in January The organisation utilises the high-profile status of football and football players to help tackle racism in society. The majority of the campaign s output is the delivery of education to young people and adults in their schools, their workplaces and at events held in football stadiums. Across Britain, Show Racism the Red Card delivers training to more than 50,000 individuals per year. The charity wishes to redevelop and enhance its current website to showcase the wide range of opportunities available to schools and partners and to demonstrate the breadth of work delivered by the campaign in an interactive and contemporary way. SRtRC are also seeking to present a strong image of a professional, high quality, highly knowledgeable organisation. The website will serve to: Present SRtRC as the leading authority and source of information on racism in the UK, anti-racism campaigning & education Provide eye-catching information on the services SRtRC can provide Offer in-depth and easily accessible information for its 5 key audiences: Children & Young People, Educators, Funders & Potential Funders, General Public & the Press Raise the awareness and the reputation of the organisation to potential new audiences and current existing audiences Showcase the volume & variety of anti-racism education work & anti-racism campaigning delivered by SRtRC Increase visitor loyalty, interactivity and repeat visits Page 1 of 10

2 Background Show Racism the Red Card (SRtRC) is the UK s anti-racism educational charity and was established in January The organisation utilises the high-profile status of football and football players to help tackle racism in society. The organisation has developed from humble beginnings in the North East to establish four regional offices throughout the UK; in the North East (HQ), Southend-on-Sea, Glasgow and Cardiff. Although all operating under the same branding and organisational values, the work carried out in England, Wales and Scotland is subject to differences in the educational systems and economic landscapes in operation in these areas. Education remains at the core of SRtRC s work, and each region has an education team at work in schools throughout term time. The campaign has also developed a strong reputation for delivering anti-racism and equality training to adults, and currently works with a combined audience of c throughout the UK. SRtRC produce a wide range of educational resources; many of which feature interactive films supported by activity-lead resource packs for use by young people and educators alike. In addition to direct work in education, SRtRC also undertake a range of campaigning activities; highlighting and commenting on key issues including racism, prejudice, immigration & social justice. SRtRC are often called upon to make comment to the press about these issues and the effect of these issues on wider society. SRtRC works in partnership with a range of businesses and organisations, including trade union partners and local authorities, on a wide range of mutually beneficial projects. SRtRC has historically been confused with Kick It Out, the organisation responsible for equality within football. SRtRC are concerned with reducing racism within society and use football as a means of engaging with a wide variety of audiences. Page 2 of 10

3 SRtRC provides the following services: Education workshops for young people in schools Education events for young people in partnership with football clubs Educational resources designed for use in the classroom Teacher training Adult education Anti-racism campaigning activities Anti-racism campaigning merchandise Keynote speaking & presentation on range of equality themes Partnership opportunities for local authorities, businesses & other organisations Press enquiries service Show Racism the Red Card Website Strategy SRtRC recognises the importance of an effective web strategy to ensure that the organisation is capable of significant growth in the future. SRtRC recognises that the current site is now outdated, difficult/counterintuitive to navigate and no longer fit for purpose. The development of the company website is a fundamental part of SRtRC s strategy moving forward. In addition to the development of a new website, SRtRC are also seeking greater control over the development of other online materials, including the ability to create simple HTML to support the development of newsletters and marketing messages to schools, partners and supporters. A website which supports a range of other marketing activities is essential. Target audience - Users The target audience is: Children and young people o Information on the issue for research/project purposes o Advice & Support o Links to follow on work/opportunities General Public o Information o Resources Page 3 of 10

4 o Downloads/Ideas o Research o Signposting to additional services/sources of information Funders & Potential Funders o Overview of Services o Training Packages o Service Level Agreements Details of existing partnerships & opportunities o Testimonials/Endorsements o CALL TO ACTION Contact Us Educators o Teachers o Youth workers o Coaches o Community Departments at Football Clubs The Press o General/Society o Football What the website should look like Clean/Minimal design with greater emphasis on content Appealing to the target audience and consistent throughout Simple & intuitive navigation Images/Video/Interactive content-focused with control over positioning Strong Social Media integration Representative of a market leader and industry expert Trustworthy and engenders loyalty from visitors What the website should not be Old fashioned and out of date Football-focused in its design Complex and difficult to understand the offering A long list/archive of the organisation s history Static and counterintuitive to use Page 4 of 10

5 About the brand values and brand messages We want the visitors to feel and believe that they are engaging with a organisation that has: Extensive experience with regards to tackling racism through education A non-judgemental approach to highlighting issues of racism & prejudice and tackling them effectively A unique model which uses role models to support wider aims An excellent reputation within its field and in wider society The knowledge, expertise and commitment to deliver the highest quality service A national reach and experience working throughout the UK Multiple partnerships with a wide range of organisations, trade unions, educational authorities and businesses A modern, audience-focused approach to service delivery & sharing information We do NOT WANT visitors to feel and believe that the organisation is: Patronising & judgemental Irrelevant to those without an interest in racism or education Overly focused on or dependent on football Dismissive of customers specific needs Politically or institutionally biased Poor in terms of service and quality Disappointing to deal with Strapline The UK s leading anti-racism educational charity Typeface SRtRC does not have a formally agreed, organisational-wide typeface and is open to suggestions which complement the overall look and feel of the site. Colour palette and Brand The branding and colour pantone that SRtRC use is strong and well established and should be incorporated into design ideas. Page 5 of 10

6 Comparison Websites The following are other websites that the team finds appealing: The following are other websites that the team does not like: Hosting & Domain Names Website hosting will be required. Domain name administration required for current and future domains those currently owned by SRtRC are: Content Content management is to be performed by SRtRC staff and therefore the functionality of the site needs to reflect that flexibility. The SRtRC website should incorporate a comprehensive content management system (CMS) capable of publishing both static and dynamic content. SRtRC personnel should be able to create new pages and content items in-house using the CMS, as well as to relocate and delete web pages. All dynamic content functions detailed below should also be created and managed in-house. SRtRC produce a wide variety of content in written, image and video format. The website s CMS should enable the editing of both images and video and provide control over placement/integration of multimedia content. General SRtRC is open to recommendations regarding the layout, content and dynamic features of the website. However, recommendations should be based around the suggestions and details/features outlined below. Page 6 of 10

7 The site must feature search engine optimisation / keyword search friendly, including detailed site footers and sitemaps The site should be based around 6-8 main tabs each having a main page and the facility for SRtRC to add sub-pages to each section The pages of the SRtRC website should all have the following standard features: o Standard page content o Digital photograph and video uploads as attached and embedded content (function to automatically resize photographs and images on screen/in the CMS to a set size) o PDF and Word document upload o Embedded logos (function to automatically resize photographs and images on screen/in the CMS to a set size) o Content tagging for cross platform content aggregation Essential site functions o Site Search function o Newsletter sign-up o Enquiry form Home page o Should not have its own tab but be accessible by clicking on the SRtRC logo on every page of the site o Should display latest content in a dynamic and frequently changing manner All main pages should have: o Newsletter sign-up o Social media plug-ins o Site shortcuts Pages on website (for review and consideration) Homepage organisation and services overview Pages for key audience types possibly landing pages with a subset of relevant pages/content Who we are / about us ecommerce area Resources & merchandise Members area with private login functionality and access to different levels of resources based on membership type Case Studies & Testimonials Contact us page with an enquiry form for completion including map & directions / location Newsletter sign-up and data capture/registration (home page) FAQs Ts & Cs. Privacy Policy, Disclaimer, Accessibility Site Map & Video Site Map Search functionality Page 7 of 10

8 Technical Requirements and Functionality The website should sit on a comprehensive content management system (CMS) capable of publishing both static and dynamic content. SRtRC personnel should be able to create new pages and content items in-house using the CMS, as well as to relocate and delete web pages. All dynamic content functions detailed below should also be created and managed inhouse. The CMS should also enable content items to be: Proofed/approved before publication Published on more than one page Automatically removed after a selected expiry date (into archive) Archived on request (archive facility to time deletions by individual request/settings) Published with HTML code to incorporate headers, corporate colours and so on It should also be possible to attach/embed various other items to/within individual content items, including: Logos (function to automatically resize photographs and images on screen/in the CMS to a set size) Animated images Still images (digital photographs, for instance) Videos Brochures, flyers and presentations (usually as PDF documents) The author of the content item should be able to decide where such attachments are displayed within the main content item. The website as a whole should meet the requirements of priority 2 of the W3C/WCAG guidelines for content accessibility. The overall design shall meet the requirements of DDA level AA as a minimum. The website should be accessible using all of the major industry standard browsers and feature cross-platform design for optimal viewing/rendering on a wide range of mobile and portable devices. The website should be designed and include software tools and techniques that allow search engines to readily and regularly find and catalogue the site and its content. Easily digested information about the performance and functionality of these tools should also be provided. Optimisation of the site should be regularly reviewed and adjusted and updates provided as to how and when this will be accomplished. Page 8 of 10

9 Please provide information on reliability and testing. The website should be scalable with additional functionality and features readily available in the future should further growth and developments be required. Links to the organisation s social media profiles including Twitter, Facebook, YouTube & LinkedIn and potential further social media resources should be present and highly visible. Google Analytics should be built into the website providing detailed statistics on the usage of the SRtRC website so that performance and value can be constantly monitored. SRtRC envisages that ongoing support will be required following the launch of the website and is open to suggestions about how this may be delivered. Indicative Budget The proposed budget for the development of the website and associated online tools is a maximum of 8,500 exclusive of VAT (as a charity, VAT is not applicable). Prices quoted should be valid for a period of 1 month from submission. Timescales & deadlines Those interested in submitting a proposal should do so by Monday 11 th January 2016, on the basis that an appointment will be made by week commencing Monday 18 th January with a view to a beta version of the website being ready to launch by Monday 14 th March Requirements for the proposal - Proposals should be ed to the addresses provided below marked for the attention of James Kingett - Proposers should be prepared to attend a meeting at SRtRC to discuss/fully present the proposal if required. - A full breakdown of costs should be provided - A demonstration of a charitable discount, savings and/or value for money would be attractive - The ability to source funding to support the development of the website would be attractive Page 9 of 10

10 - Client references and examples of other similar work to be provided with the proposal - Ethical partners with similar values will be attractive - Outline of the project plan - Include details of persons involved in the project including any outsourced work with a named Project Manager - Preparedness to work with existing developers to manage migration of content - SRtRC staff must be able to access and update the website remotely (from their offices or home, for instance) using a readily available standard broadband connection. Please confirm that this functionality is available and describe any limitations to access as well as what security processes are included to prevent unauthorised access to the system - Training and guidance to be provided on management and maintenance. To what level of detail can SRtRC update content and what skills are needed to carry out this updating. Please state what limitations the Website will have regarding the total number of active or archived pages and the ability of SRtRC staff to add pages to the website. Project Manager James Kingett will be the project manager and direct point of contact for the website development. Any questions you wish to raise should be sent by to the following: James Kingett, Campaign Worker E: james@theredcard.org T: Page 10 of 10