Case Study – 21st Century Schools: A joint WLGA and Welsh Government project

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Objectives
Working for the Welsh Local Government Association, Mogi Marketing’s responsibility is to manage and update the approved content of the 21st Century Schools website including all aspects of communication, predominantly online.

Maintaining the website involves using a proprietary Welsh Government (formerly the WAG – Welsh Assembly Government) content management system (CMS) called Morello and regularly liaising with the webteam in the Welsh Government.
Approach
The first challenge that faced the Mogi Marketing team was to understand the Morello CMS for maintaining the website. Unlike other CMS’s there is no ability to edit the HTML, predetermined methods of posting different content and adding links and the necessity to add all content in both Welsh and English. After some ‘in-house’ Welsh Assembly training on using this CMS we were ready to go and start updating the website.

Examples included adding more case studies to the website as they became available and working with a charity to build a comprehensive section relating to school grounds. The largest single project was the updating and addition of a large quantity of documents to the School Standard section. Some of this was bilingual so requiring special attention and comprehensive planning and communication was required to work with external consultants and the Welsh Government web team to display the content in the best possible way within the functionality of the CMS.

In addition, Mogi Marketing was able to suggest and implement a number of features for the website that would improve engagement. The first was the use of Vimeo as a way of creating more content about 21st Century Schools on the web and also to bring older videos into the public eye. The second initiative was the use of Flickr to host and display galleries of images. This was used with particular success to show how schools across Wales were improving their school grounds to achieve learning objectives.

Outcomes
  • Successful updating and completion of new sections of the website including a School Design Section consisting of over 100 web pages and PDFs
  • Setup and customisation of a Vimeo as the medium for hosting 21st Century Schools videos
  • Production of e-newsletters
  • Setup of Flickr for hosting galleries of images
  • Creation of an overall e-marketing and communication strategy for the website
  • Creation of video guides for the School Standards and School Design sections of the website
  • Increases in visitor numbers and sites linking to the website

The Toolbox:

  • Vimeo video channel
  • Use of a bespoke content management system (CMS) called Morello
  • Flickr for displaying slideshows
  • Screen Casting software (for producing video guides to new sections of the website)
  • E-newsletters
  • Bilingual website content (English / Welsh)
A Video Guide to the 21CS School Standard made by Mogi Marketing: