Docstoc

1 - British Council

Document Sample
1 - British Council Powered By Docstoc
					AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0


1. Questionnaire Background:
The British Council Web2001 Phase II project that AKQA has been engaged for, involves the
design and implementation of a new web presence for the British Council using a new brand
identity, and a Content Management System (CMS), as recommended by the Phase I outputs.

The objectives of AKQA‟s activity are to deliver a new site for India and Japan, plus 25 pages of
the new corporate site at www.britishcouncil.org , within the CMS. The CMS is being
implemented to allow non-technical authors to publish content quickly and easily to a set of
„templates‟ that will have a set layout, but the design of which will be specific to the relevant
country (or division) site. Thus, the sites will be developed using a „template‟ system for the web
interfaces.

The approach being taken is customer-centric - the focus is on what the customer needs
from the British Council in order to fulfil a specific objective, e.g. the customer‟s objective
could be “I want to find a course in biology in the Northeast of England, and apply for it online,
as well as finding out what scholarships I could apply for.” Once the customer‟s needs are
identified, presenting the relevant British Council offers back to the customer within a logical
customer journey (where „journey‟ is used to define a user‟s route through site content), and
using relevant page layouts, will ensure that their needs are met.

AKQA‟s current activity involves defining what these template layouts will be for India, Japan
and the 25 corporate pages, and identifying which templates will be relevant to each customer
journey that these sites will offer. In order to do this, AKQA needs to understand what the key
customer needs and journeys are within each of the content areas in these sites.

To maximise the re-usability of these templates for all of the local markets and business
divisions when their own sites are being developed in the CMS, a broad understanding of the
customer needs and journeys across the business is required.

AKQA and the Internet Business Development team invite the identified stakeholders to
contribute input into development of the templates through the following questionnaire.

                                                 th
Please return your responses by Monday 19 November, to Greg Murray
(greg.murray@akqa.com) and Mo Rogers (mo.rogers@akqa.com) at AKQA, and to Ian
Barnes (ian.barnes@britishcouncil.org)at British Council.
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0


2. Questionnaire recipients:
The British Council Internet Business Development team, has identified the following people as
the steering group for this activity:

    2.1. Arts
        sara.hitchens@britishcouncil.org
        kate.smith@britishcouncil.org

    2.2. ELT
        Tony.O'brien@britishcouncil.org
        Rabia.Al-Rabia@britishcouncil.org

    2.3. Exams
        Mike.Welch@britishcouncil.org

    2.4. India
        anupam.choudhury@in.britishcouncil.org (web manager)
        Sangeeta.Rana@in.britishcouncil.org (Education manager)
        Jasjit.Kaur@in.britishcouncil.org (scholarships manager)
        Nic.Humphries@in.britishcouncil.org (ELT India)

    2.5. Education UK
        Wesley.Hackett@britishcouncil.org
        Neil.Kemp@britishcouncil.org

    2.6. Japan
        Lucy.King@britishcouncil.or.jp
        Monica.Gillett@britishcouncil.or.jp
        Mitsuhiko.Ishii@britishcouncil.or.jp
        Mike.Winter@britishcouncil.or.jp

    2.7. Russia
        Paul.Norton@britishcouncil.ru
        web.crew@britishcouncil.ru
        andrei.popov@britcoun.spd.ru

    2.8. Australia
        simon.gammell@britishcouncil.org.au
        gill.edwards@britishcouncil.org.au
        Glenn.Dudley@britishcouncil.org.au

    2.9. KLCs
        judy.ugonna@britishcouncil.org
        david.skinner@britishcouncil.org

    2.10.      Design
        Tony.Bains@britishcouncil.org
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0


3. Questionnaire structure

     3.1. Questionnaire audience
There is one set of generic questions, whilst the remaining questions have been split according
to the two target audiences within the steering group:

   The business divisions, with the assumption that their focus will be on the UK-centric
    content requirements. However, where possible, a view of the business requirements at a
    local level should be given by this audience.

   Selected countries, with the assumption that answers will cover the full range of in-country
    activity rather than selected offerings or business divisions.


    3.2. Questionnaire responses
Due the fact that many of the questions offer guidance around a topic, AKQA have not provided
a set response form with limited space for your answers. Please complete the section below
and save the document in the format “AKQA Questionnaire_your_name”, then write your
responses directly into the document. When complete, please email to the contacts provided
previously in Section 1.


    3.3. Respondent details

Name:                 Lucy King
Division / Country:   British Council Japan
Responsibility:       Web and Publications Manager
Date:                 28 November 2001



    3.4. Supporting information:
Should there be any work that has been carried out independently on your web requirements
and strategy, that you would like AKQA to consider during the template definition phase, please
                     th
supply this by the 19 November in conjunction with your response to this document.
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0


4. Questions:


   4.1. Generic questions


       4.1.1.   The following high-level customer types have been identified and prioritised.

           a) Students – 1
              Prospective students who are interested in studying in the UK
              English Language Learners
              Students in Japanese schools
               - High school students
               - Medical students (university)
               - Science students (university)
              Exam candidates 1 - applicants for UK institutes
              Exam candidates 2 - visa applicants to countries that require an IELTS
              certificate (Australia & Canada)
              Corporate clients
              Parents (as an influencer)

           b) Professionals – 2
              Teachers in Japanese schools
              - Japanese English teachers & JETS (British Japan Exchange Teachers)
              - Science teachers
              Administrators in Japanese education
              Academics, researchers
              Exam boards
              Business HR depts
              Other centres/schools

           c) Partners – 3
              Japanese music/theatre promoters
              Japanese art gallery/museum curators
              Local British government partners (British Embassy, BTA, BCCJ)
              Japanese ministries and related agencies (MEXT, JSPS, JISTEC)
              Japanese funding organisations
              UK/Japan research institutes
              Research Councils, Royal Society, Royal Institution
              UK universities
              Alumni of UK institutions
              International officers in Japanese education institutes
              Education agents
              Japanese Science museum
              Yomiuri Shimbun (Newspaper)
              Potential UK sponsors – Virgin, HMV etc
              Other Japanese sponsors

           d) General browsers – 4
              People looking for up-to-date contemporary cultural news and events
              People specially interested UK lifestyle/cultural news and events
              People looking for fun / interactive online experience
              People who want to belong to a community website
              People looking for advanced technologies / development /research in the UK

           e) Press and media - 5
              Journalists

           f)   Mobile Internet Users - 6
                Owners of internet capable mobile phones
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0


   Do you agree with the segmentation and prioritisation?

    The overall segmentation correctly reflects Japan‟s customer base. However I would
    change the priority order so that general browsers was listed as no.2 and add a fifth
    category called „press and media‟ for journalists and other PR contacts and a sixth category
    for mobile Internet users.

    The reason for the different order of prioritisation is that, in line with global corporate
    strategy, the British Council in Japan is focused on attracting a new and younger target
    audience (aged 18 – 30) for BC/UK services and products. The market for our services in
    Japan is heavily saturated and we are faced with the task of taking market share away from
    our competitors – mainly the US which has had overwhelming cultural impact and is widely
    viewed as „the‟ Western country of choice for many young Japanese going to study abroad.
    In addition, we are working to break down another barrier - that is the somewhat negative
    and often unflattering view held by many Japanese people that the UK is „outmoded‟ or
    „irrelevant‟ country.

    Accordingly, over the last two years the British Council's strategy in Japan has been to
    create impact through high profile campaigns and events designed to hit young,
    internationally-minded audiences who may not have already known what the British Council
    does or indeed might not have been aware of the existence of a contemporary UK at all.
    Our estimated target audience exceeds 15 million young Japanese so the web is an
    obvious media to exploit to convey our messages i.e. „Do you know the UK?‟ and „The UK
    is more exciting and offers more opportunities than you think‟ as well as conveying the
    message that it is the British Council that „brings you Britain‟ to a larger target audience.
    After all, it is only after the target audience gets to know the UK that they start to consider
    what the UK might do for them and begin developing an interest in learning more about BC
    services.

    Professional and partners are placed further down the list, not because we consider them
    less important but simply because we have already established quite good basic relations
    with our professional audiences and over the past couple of years have built up good solid
    working relationships with our various partners – esp. other UK government agencies and a
    number of UK corporations. Although, it should be noted that with our current site it is
    difficult for us to target our professional and partner audiences.

       Are there specific customer types falling within these high-level categories that you
        consider particularly important? If so, in what order and within which group do they fall?

    Students in high schools – Students under 18 do not fit into the established 18-30 year
    target audience parameter. However, they remain a very important customer type and
    much of our Science and Education activities i.e. class lectures and school links
    programme (e-link) are directed towards influencing them. We are starting to realise the
    importance of reaching an increasingly young customer with positive messages about the
    UK as a means of increasing numbers of students going to study in the UK in near future.

       What additional high-level customer types other than these 4 (if any) are relevant to
        your market? How do they fit into the above prioritisation?

    Press and media - Journalists
    Excellent relations with local media are needed for generating valuable exposure, which is
    why I‟ve identified them as a high-level customer type.

    Mobile Internet Users - Owners of Internet capable mobile phones
    Currently more than 20 million Japanese own Internet capable mobile phones with an ever
    increasing rate of tens of thousands of new subscribers daily. Predominant users of
    Internet capable mobile phones are young people – the Council‟s target audience.

    Note: Japan has the one of the fastest growing Internet population in the world. There are
    more then 24 million fixed lines to the Internet (over 20% of the population) estimated to
    increase to 63 million (50%) by 2003, including all schools.

    The web is one of our main pillars of messaging/marketing.
    We cannot afford to be left behind.
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0




       4.1.2.      For each of these high-level types, the following „customer needs‟ have been
                identified.

           Students (arranged in order of importance for Japan)

                   I want to study <a specific subject> in the UK
                   I want to study <a specific subject>, where can I do this?
                   I want to study in the UK - where can I study? What can I study? How can I
                  fund my studies?
                   I want to become a professional in <a specific subject> field, how do I do
                  this?
                   I am interested in Arts / Science – what courses can I take in these subjects?
                   I need to know about taking examinations – what types are there? Where
                  can I do them? What will they allow me to do?
                   Can I work in the UK after completing my course?
                   Can I work when I‟m studying?
                   How can I fund my studies in the UK?
                   I am at school / an Undergrad./Grad./Postgrad. and want to further my
                  education – what can you do for me?
                   How does Education in the UK compare to <my country>?
                   When can I study & how do I apply? How can I do it? Who can help me?
                   I study <a specific subject> – what further education can I do in this field?
                   I am a professional in <a specific subject> field, and want to further my
                  qualifications – can you help?
                   Why should I study in the UK?
                   Can BC help me learn in my own country?
                   What work experience can I get during my studies?
                   How can I fund my studies at home?
                   What‟s new in Education in my country?


           Professionals (arranged in order of importance for Japan)

                     I want to find an education link or exchange programme.
                     Can you tell me how to contact professional bodies?
                     Can you help me find funding?
                     Can you help me further my professional training?
                     How can I help students make education choices?
                     Tell me about educational grants.
                     Can you provide me with professional resources?
                     I work in <a specific subject>, what can BC offer me?
                     I am a <specific professional> -what can you offer me?
                     Can you find me a job?
                     What professional placements do you have?
                     Can you find me an employee with a specific skillset?


           Partners (arranged in order of importance for Japan)

                   What can you do for my business? How will association with BC benefit my
                    company?
                   What types of partnerships do you have? How do they work?
                   What areas are your partnerships in?
                   How do I become a partner?
                   Why should I become a partner?
                   What does BC get out of it?
                   Are they local or global?
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0

           General browsers (arranged in order of importance for Japan)

                  Who are BC? What does BC do? How does BC do it? Why do they do it?
                  What can they do for me?
                  How can I contact BC?
                  Who do they do it for?(Testimonials)
                  Where does it operate? What does it do there?
                  Can I work for BC?

   Within your area of interest:

          Do you feel these are the questions your customers are asking within these groups?

           Yes – but the list is severely lacking an English learning focus and less specific /
           more basic „getting to know the UK‟ type questions (see below)

           What is their order of importance?

           Arranged above (italics in the professional sections indicate questions we currently
           can‟t deal with – although with the establishment of an Alumni site this change)

       What other questions are your customers asking?

       Students
       I want to learn English
       I want to learn English effectively in Japan
       I want to learn English to improve my career
       I want to learn English so that I can study abroad
       I want to learn English as a hobby (to meet people, travel etc)
       How can I study English in the UK?
       How do I get a visa to study in the UK?
       Which are the best universities to study at in the UK?
       I have a budget of X. Which universities/schools can I study at for that amount?
       Will I be able to find a job when I return to Japan after studying in the UK?
       My husband has been transferred to the UK. I want to know about schools for our children.
       How can I apply for a working holiday visa?
       Can I take my computer to the UK?
       I want to work for an NGO/the UN/as an interpreter etc. What course should I take?
       Are there any NGO internships available in the UK?
       Are there any scholarships available from BC / UK government?
       When is a representative from the London Institute/SOAS etc. next coming to Japan?
       I want to go to Oxford/Cambridge/LSE etc. What courses are easiest to apply for?
       I want to live in Australia/NZ etc. I need IELTS to get a visa.

       Professionals
       I want to network with ELT professionals in Japan
       We need a good test for our employees / students
       I want to know more about medical systems and medical education in the UK
       I want to know more about X technology / research / development in UK/Japan
       What kind of scholarships / fellowships are available?
       How can I apply for BC elective scheme?
       How can I do collaborative research with Japan?

       Partners
       How can BC help us?
       How can we get BC‟s financial support?

       General browsers
       What is the UK like?
       What‟s interesting/special about the UK?
       What‟s happening in the UK now?
       Which UK events can we see in Japan?
       What‟s happening / the latest in the UK arts scene?
       Etc.
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0




          If you identified any other high-level customer types in the previous questions, what
           questions are they asking and what is their order of importance?

           Is the BC a relevant and newsworthy organisation?
           Is the UK topical?
           Are readers interested to know more about contemporary UK?
           What is the UK like?
           What‟s interesting/special about the UK?
           What‟s happening in the UK now?
           Etc.
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0




   4.2. Business Division questions (Arts, Education UK, Exams, ELT, KLCs)

       Please describe in 1 paragraph, what your purpose and business objectives are.


       4.2.1.      What are the top 10 offers („Offer ‟is taken to mean e.g. “Learn English at one
                of British Councils ELT Centre”) that you should be promoting, as specified by the
                business. What are the other offers that you consider important? How do these
                match to the customer categories above, or those additional categories that have
                identified?


       4.2.2.      What are the top 10 customer needs as specified by your customers, rather
                than by the business? E.g. For Arts, it might be “<Customer type A> wants to
                find out what new developments in Arts we are supporting in-country”. For
                Science, perhaps “<Customer type A> wants to find out about joint research
                programmes. For Education>, it might be “<Customer type A> wants to find out
                what new British cultural events have education courses associated with them.”



       4.2.3.     Briefly describe an ideal customer journey for each of these – what decisions
                does a customer who wants to reach this objective make on the way? What order
                do they make these decisions in?


        How does your set of offers function at a local level? What are the 3 main offers
        relevant to your division that you feel should be promoted at a country level? What is
        the customer need that will drive them to that content at a country level?

       4.2.4.      How do you contribute content to country sites? How do you work with country
                teams within your division to ensure that content carries the same message? How
                does country-generated content feed back in to the divisional level site content?
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0


Country-specific questions

In answering these, please consider the breadth of content areas offered within your country.

        What are the top 10 customer needs as specified by your customers, rather than by the
        business? For <a country>, it might be “<Customer type A> wants to find out what new
        British cultural events have education courses associated with them.” For <another
        country>, it might be “<Customer type A> wants find out about scholarships to study
        English.”

Customer need 1 wants to find out more about studying in the UK
Customer need 2 wants to know the application procedure for a specific course or college
Customer need 3 wants to enrol in an IELTS preparation course
Customer need 4 wants to take an exam or wants information on exams
Customer need 5 wants to take an English course
Customer need 6 wants to find out the latest news from the UK culture & technology scene
Customer need 7A wants to find out about / apply for an exchange programme in UK
Customer need 7B wants to find out about / apply for an exchange programme in Japan
Customer need 8 wants to locate materials / support for teaching English in schools
Customer need 9 wants to find out about UK related events taking place in Japan
Customer need 10 wants to stay in touch with the UK after graduating

        4.2.5.     What are currently your main customer offerings and journeys? In an ideal
                 scenario, what would the customer‟s route through this content be? Why is this?
                 Please provide any country-specific reasons why this might be the case?

Customer need 1 uses a Japanese search engine to find BC web site. He/she plays around
with Destination UK resource and starts thinking „I‟d like to know more‟. Customer enters
education promotion web pages to find out about the benefits of studying in the UK and sees
that an education seminar will be taking place at the local BC centre later that month. Ideally,
he/she would then be able to make an online reservation and then a couple of days before the
event he/she would receive an email reminder to attend (currently we do not have this function)

Customer need 2 uses a Japanese search engine to find BC web site. Inside the site he/she is
immediately guided to Education UK pages and proceeds to click on a link leading to a
comprehensive listing of courses/institutes available (in a few months) on the new Japanese
Education UK site.

Customer need 3 accesses BC exam information (via search on IELTS) and links immediately
to information on the Preparing for IELTS course. The customer sees the up-coming term
schedule, course cost etc. and ideally fills out an online application form which is sent to his/her
nearest BC centre (we do not currently have an online application function).

Customer need 4 (ideal situation) accesses the Internet to browse exam information on BC
site. Ideally, after reading up-coming examination schedule he/she would be able to make an
exam reservation and pay online or at their local convenience store. (currently there is no online
application / payment function).

Customer need 5A (current situation) arrives at BC web site after searching English courses
on web and is guided immediately into English course information pages. He/she reads various
promotional texts for studying English at the BC, looks at detailed course descriptions and up-
coming term schedule and downloads course price list PDF. The customer has a few questions
that are not included in the generic FAQs provided and so makes an enquiry using the online
enquiry form which is directed automatically to the customer‟s nearest BC centre.

Customer need 5B (ideal situation) arrives at BC web site after searching English courses on
web and is guided immediately into English course information pages. Plays around with some
entertaining/sticky features on site including a 'test your English level' and is pleasantly
surprised to find that he/she is suited to an upper-intermediate course. The customer clicks on
a link (generated at the end of the quiz) to view a sample class web pages for an upper-
intermediate English course and is impressed that students can 'talk' with each other and their
teacher anytime outside class hours using a BBS. But the customer especially likes the fact that
a detailed summary of 'today's lesson and a 'due homework reminder' can be accessed by
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0

mobile phone (as he/she doesn't have PC access to the Internet from home). The customer
decides to enrol in the up-coming term and, using a simple guided form (created with Confirm
IT software), outlines his/her English language learning requirements and makes a reservation
for interview and level check at his/her nearest BC centre. The day before the scheduled
interview he/she receives an email reminder to visit the council.

Customer need 6 picks up funky BC Ad card / leaflet in a cafe and accesses the URL on the
back of the card. Once inside BC web site he/she spots feature articles on UK fashion, design
and film. The customer also looks at the generic art's web pages where many links to specialist
art/culture web sites are provided. Inside the art's pages he/she also finds links to the BC's
Culture Lab UK site where very the latest news from UK culture & technology scene is provided.

Customer need 7A is Japanese and wants to find out about / apply for an exchange
programme in UK. The student has heard of our elective schemes from his /her senpai or
professor at university and accesses the BC science webpages via popular Japanese search
engines e.g. Yahoo or Google where he /she reads relevant material as well as information on
cost, English level requirement (with links to English course information, IELTS exam dates),
hospital locations, application deadlines etc. The stories / experiences of ex-students of the
scheme are of special interest. Encouraged by the content on the site the student registers
online for an up-coming seminar. The seminar was extremely informative and the student
decides to apply online on the BC site to participate in the scheme.

Customer need 7B is British and wants to find out about / apply for an exchange programme in
Japan. He/she heard about our programme by word-of-mouth / saw our ad in the New Scientist
/ or from e-mail that we send out to UK university departments and visits our web site. The
student uses the search function on the top page to call up the „on-line searchable exchange
scheme database‟ which they utilise to find out more about Japanese universities and research
groups. At this point they inform the BC science dept via e-mail of their intent, make contact
with the Japanese host researcher and apply for the exchange scheme online. They also
access loads of information on our site to prepare for their experience in Japan, including past
experiences of researchers who have been to Japan and Gaijin Scientist (an online book) and
the alumni website at REFS /RAYFYR. They inform the BC science dept via e-mail of their
intent, make contact with the Japanese host researcher and apply for the exchange scheme
online. Finally they come to Japan, finish their reseach, attend a lot of parties and take a lot of
photographs which can be displayed on the BC website (a function allowing them to upload
their own pictures would be nice). And finally after they return back to the UK they decide to
apply for a another separate exchange scheme from one of our UK /Japan partner organisation
via our easy /user friendly „exchange scheme finder‟ etc.

Customer need 8 is a JET (Japan Exchange Teacher) looking for a way to engage more the
high school students in his/her English classes. Each month he/she receives a complementary
copy of the BC news and event flyer where he/she reads about the UK-Japan School Links
programme. The JET teacher accesses the BC web site to find out more about the programme
and in consultation with his/her Japanese team teacher decide to apply for a partner school
directly on the e-link web site.

Customer need 9 happens to pick up a copy of the BC's news and event flyer at a local HMV
music store. The event flyer informs him/her about all kinds of interesting UK related events
taking place in Japan and he/she reads that an email magazine from the BC is also available
which has special benefits, such as free tickets and exclusive discounts for UK related events
held in Japan. The customer wants to get this kind of event news on a regular basis (without
having to go to the trouble of visiting HMV each time) and so he/she accesses the BC web site
and subscribes online to the e-flyer.

Customer need 10 is a former student of the BC and has returned to Japan after recently
graduating from university in the UK. He/she is keen to make contacts and network with other
UK graduates in Japan. The customer knows that the BC runs an alumni scheme and decides
to check it out and maybe become a member. Accordingly, he/she accesses the BC web site
after which he/she is quickly guided to a newly established Alumni web site (not launched yet)
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0

       4.2.6.     What are the top 10 customer offerings that you should be promoting in-
                country, as specified by the business. E.g. Studying in the UK, Scholarships,
                Governance issues, IT centres, Performing Arts tours?

Top ten customer offers from BC Japan

1. Education UK information service (including Destination UK online resource) & Education
    UK fairs (students, general browsers)
2. Study in the UK preparation courses (students)
3. English language courses (students, general browsers)
4. English language teaching networks (professionals)
5. Examinations (students, professionals)
6. UK arts programme (students, professionals, partners, general browsers)
7. Science research and exchange programme including the live broadcasting of popular
    science events on the internet (students, professionals, partners, researchers)
8. UK- Japan School Links programme (students, professionals, partners)
9. Governance and society programme (students, professionals, partners)
10. Sub-branded sites including e-link and Alumni network (under development)


       4.2.7.     What are the main things you need to get your customers to do? Apply for
                courses? Visit a cultural event? Register for a newsletter? Attend a seminar? Use
                an online learning resource?

           g) Students – 1

                  Prospective students who are interested in studying in the UK
                  Search for courses online
                  Attend seminars and annual Education UK fairs
                  Register for email magazine (to get listing of education events)
                  Browse web site to find answers to education FAQs (i.e. free up staff time)
                  Visit local BC centre to find out about studying in the UK
                  Have mobile phone users access mobile Education UK site
                  Use Destination UK resource

                  English Language Learners
                  Register for email magazine (to get information on courses)
                  Apply for courses
                  Use class ELT class web resource
                  Attend workshops

                  High school students
                  Participate in UK-Japan School Links programme
                  Attend science classes by UK scientists
                  Watch UK science events broadcast on the web
                  Participate in ISO scheme & other UK-Japan science initiatives on the web
                  Apply to attend the Christmas lectures event in Japan
                  Become interested in BC services (Learning English, Study in the UK etc.)
                  Attend arts events

                  University students
                  Apply for an elective training scheme
                  Attend science events (both physically & virtually on the web)
                  Become interested in BC services (Learning English, Study in the UK etc.)
                  Attend arts events

                  Exam candidates (private) - Take an exam

                  Alumni of UK institutions - Join online network of UK graduates in Japan

                  Corporate clients - Have employees take an exam
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0


           h) Professionals – 2

                Teachers in Japanese schools
                Increase demand for UK science events at high schools
                Arrange for students to participate in UK-Japan School Links programme
                Arrange for students to participate in UK-Japan ISO programme
                Join ELTecs Network
                Take BC ELT course
                Increase awareness of our exams / adopt / teach our exams

                Administrators in Japanese education
                Work to further UK-Japan mutual aims and objectives at policy level

                Academics, researchers
                Work with BC to create mutually beneficial UK-Japan exchanges, networks,
                partnerships and events (such as Christmas lectures, high school science
                seminars and other events under development)

                Exam boards
                Co-operate with BC to promote increasing recognition for UK exams such as
                BULATS and IELTS

                Business HR depts
                Have employees take our exama / BC English courses

                Other centres/schools
                Increasingly recommend British education and specific courses to students
                Distribute information /inform students about BC services

           i)   Partners – 3

                Local British government partners
                Work with the BC to create mutually beneficial UK-Japan exchanges, networks
                and events (such as UKNOW 2002 and Football World Cup)

                Japanese government partners
                Work with the BC to create mutually beneficial UK-Japan??????

                Potential UK sponsors
                – Virgin, HMV, Royal Institution etc
                Provide sponsorship in kind (free flights to UK, distribution of promotional
                material at HMV stores) and work in tandem on mutually beneficial promotional
                events i.e. the Fujirock festival

                Potential Japanese sponsors
                – Yomiuri Shimbun, Epson Seiko, NHK, Sony Foundation etc
                Provide funding, resources and sponsorship to work in tandem on mutually
                beneficial promotional events e.g. Christmas lectures, Prof. Kroto lectures

                Japanese music/theatre promoters
                Organise UK arts events

                Japanese art gallery/museum curators
                Organise UK arts exhibitions, workshops etc.

                Japanese central / local government partners
                Interest officials in BC events & information on UK
                Raise awareness of UK expertise as benefit to Japan‟s on-going social
                development
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0




           j)   General browsers – 4
                People looking for up-to-date contemporary cultural news and events
                Subscribe email magazine (to get listing of up-coming events)
                Apply for discounts and free promotional offers
                Attend events
                Browse other sections of site esp. Education UK and English courses
                Access mobile web site

                People specially interested UK lifestyle/cultural news and events
                Subscribe email magazine (to get listing of up-coming events)
                Apply for discounts and free promotional offers
                Attend events
                Browse other section of site esp. Education UK and English courses
                Access mobile web site

                People looking for fun / interactive online experience
                Use Destination UK resource
                Subscribe email magazine
                Access mobile web site

                People who want to belong to a community web site
                Join online Alumni network
                Use Destination UK resource
                Subscribe email magazine
                Access mobile web site
                Use ELT class web pages
     AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0


            4.2.8.      What divisions operate in your country? What are the top 3 offerings of each
                     division? How do you work with the UK team in each of these divisions – do you
                     reference any content on the UK site? When you generate country content for
                     these divisions, do the UK team use it for e.g. case study material?

1.   Education Promotion
     Education UK information service (including Destination UK), seminars & fairs
     School links programme
     Alumni network (up-coming)

2.   ELT
     English language & Study in the UK preparation courses
     English language teaching networks
     Team teaching programmes in Japanese schools

3.   Exams
     IELTS (International English Language testing System)
     EFL (English as a Foreign Language) exams
     One-off exams i.e. institutions exams

4.   Arts
     Promote UK arts through events
     Provide UK arts information to Japan partners & audiences
     Develop bi-lateral cultural relationship between UK & Japan

5.   Science
     Christmas lectures (held in July in Japan)
     UK science classes for high school students e.g. Nobel prize winner Kroto lectures
     Student Elective Exchange Schemes & Research Exchange Schemes

6.   Governance
     Civil society information service (civil society organisation list / downloadable PDF files etc)
     Civil society seminars/symposia/events

            4.2.9.       The content priorities in-country have been broadly defined as:
                        Studying in the UK
                        Study English in your home country
                        Funding for UK study
                        Distance/online learning
                        Library and Information services inc. KLC initiative
                        British Exams
                        Seminars and Networking events

                         Do you agree with these, or is there an additional focus for your country? What,
                         in your country, is the main customer need that will make people want to get to
                         this content?

                         No, the above listing is not appropriate for Japan

     Content priorities in order for Japan

                      Study in the UK
                      Learn English in Japan
                      Creative UK / UKNOW 2002 - a year-long campaign to promote UK as being
                       an innovative, dynamic, creative and relevant country
                      Modern UK, modern Science events (both on & off the web)
                      Examinations
                      Information services (new BC Japan regional centres)
                      School links programme & Alumni web initiatives
                      Exchange Scheme (Science & Student Electives)
                      ELT seminars, and ELTecs network
                      Mobile phone web site
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0




        4.2.10. How relevant is Education information in your country? What do you offer
              customers in this area? How much do you work with the UK Education division to
              provide content?

One of our top priorities is to build the UK‟s role as a leading provider of educational opportunity
for people in Japan. We are working to increase the UK‟s share of the overseas education
market in Japan from 18% to 25% by 2005 (the PM‟s objective); provide a world-class service
to UK education exporters; showcase British education emphasising its accessibility, excellence
and innovative nature.

Japan works closely with the UK Education division - our educational materials, web site and
events all comply with the Education UK brand global standards.

Japan's local Education UK site is scheduled to launch in March 2002


        4.2.11. How relevant is Arts information in your country? What do you offer customers
              in this area? How much do you work with the UK Arts division to provide content?

Provision of arts information (events, resources, links, how we can help etc) is vital to our
activity here. We offer all the above but would want to increase output.

We use some of the information on UK Art division‟s pages and provide links to them. But we
also generate our own information (especially local events).

How relevant is Science & Technology information in your country? What do you offer
customers in this area? How much do you work with the UK Science division to provide
content?

Science & Technology information is central to BC activities in Japan. We work with partners to
increase interaction between young British and Japanese researchers with the aim of improving
perceptions of the UK, UK science and UK science education; demonstrate the creativity and
excellence of science in the UK – and of Britain through its science.

At present the UK science division does not contribute to the content of our website. The UK
science division provides support and consultancy services at present. The also produced the
Culture-Lab site but we are unable to adapt the content to our local country without
renegotiating copyright of the contents.


        4.2.12. How relevant are Knowledge & Information services in your country? What do
              you offer customers in this area? How much do you work with the UK Knowledge
              & Information services division to provide content?
Mainly Intranet.

        4.2.13. How relevant is Governance information in your country? What do you offer
              customers in this area? How much do you work with the UK Governance division
              to provide content?

In Japan we work mainly on social issues in partnership with both government and civil society
groups to carry out activities that promote the values of social inclusion and access to justice.
We focus on the increasing role of civil society and citizens‟s partcipation as a key to promote
democratic decision making processes and accountability.

Most of our Society pages link directly to UK Governance web content. However, our British
Civil society brochure published in Japanese will shortly be available as a PDF file on the web.

Note: an online scholarship application scheme is not required at this stage in Japan.
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0




          4.2.14. What visual sensitivities should be considered in developing templates e.g. are
                „busy‟ pages preferred in your country, or does your audience generally prefer
                clean, succinct pages? Are there country-specific rules for e.g. navigation? (for
                example, do customers in your country need navigation to be in a specific place?)

Japanese web pages are generally busier looking than European ones - but generally speaking
standards of 'good design' in Japan are similar to UK i.e. designs similar to the Football culture
web site and the rather more funky Culture Lab-UK would be totally acceptable in Japan.

          4.2.15. What design sensitivities should be considered in developing templates? E.g.
                does your country prefer bright colours, lots of animation, many images, or muted
                colours, limited imagery etc?

The site is to appeal to a young Japanese audience so it needs to be reasonably funky looking
(either through it‟s use of imagery or graphic design). It also needs to have a distinctly British
feel about it so that upon entering user‟s quickly become aware that they are in the British
website. As our site will be used mainly by Japanese the design can be reasonably „busy-
looking‟ however, there is no need to be completely cluttered i.e. the design just needs to be
welcoming to users and to communicate visually that there is a lot of useful information to be
discovered inside. Bright colours are more likely to appeal then muted ones. There doesn‟t
need to be a lot of animation on the pages (especially flashing gifs).

Requirements for our Japan’s site include:

    1.    Promotion of mobile website on top page
    2.    Link / interact with UKNOW site (a link to UKNOW needs to site on all pages)
    3.    Our event information icon needs to link to the main UKNOW event database.
    4.    Template for creating database supported forms created using Confirm ITsoftware
    5.    Cooperation with developers of existing site functionality (e-flyer, TC online form/
          science exchange database) to ensure these functions will work properly on new site.
    6.    Allow for some content review and work with BC web staff to improve presentation of
          content on site.
    7.    Accommodate the addition of regular feature articles in the site
    8.    Consider up-coming web projects and major PR campaigns (list below) during planning
          to allow for them to be referenced in future on the site.
    9.    Information about regional centres in Tokyo, Osaka, Kyoto, Nagoya and Fukuoka
    10.   Resolve the co-branding issue for affliated sites e.g. Fujirock site, Destination UK, e-
          link, ISO site and others
    11.   Improved access to exam information (at least equal status to other offerings on site)

Wish list for functionality (to be developed at later date)
Online registration / reminder for attending events

New / up-comng web initiatives include:

         Renewal of UKNOW portal site (early 2002)
         Renewal mobile UKNOW (phone site) with a special development of Learn English
          content
         Football Culture website in Japan focusing on the 2002 World Cup (February)
         Alumni website (by March)
         Customer Satisfaction forms (part of global enquiry project)
         e-flyer‟s English version
         More feature articles for longer-lasting content base (not endless listing of events)
         Education UK website
         BC Members Club

Other
An important policy issue for Japan is how we can continue to use the www.uknow.or.jp domain
whist not actually being hosted on the same server. Can a UKNOW sub-domain i.e.
www.bc.uknow.or.jp be hosted (virtually?) on UK server?
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0

        4.2.16. What are your sub-brands? What is the offer behind each sub-brand? How
              important is this sub-brand to your business objectives?

In general we find our sub-branded sites to be an effective means to our reach a more carefully
targeted / segmented audience – especially those who do not met our established 18-30 year
parameter target audience. There is strong interest in being able to use piggy-back URLs such
as http.science.uknow.or.jp or http.research.uknow.or.jp

UK NOW portal website
http://www.uknow.or.jp

UK NOW is the British government's official web site in Japan jointly managed by the British
Council, the British Embassy, British Tourist Authority and the British Chamber of Commerce in
Japan. It is marketed as being „a one-stop shop for Britain, and Britain in Japan‟ and was the
worlds first ever site of its kind when it launched in 1999 (the concept of the UKNOW „site has
been reproduced in both Italy and Slovenia as those countries‟ official British government web
sites). All four government agencies advertise the UKNOW URL exclusively in promotional
materials and as a result we all benefit from an increasingly diverse stream of browsers
entering the UKNOW portal site. Maintaining our good working relationship with the UK NOW
partners through active participation in the UK NOW site is an important consideration of the
BC in Japan. There must be a link back to the UKNOW portal on all pages of the BC web2001
site and from our site to relevant UKNOW partner content should be provided.

Status of site: Access to the UK NOW has steadily increased over the last two year‟s with the
average monthly average for last 6 months reaching over 700,000 accesses. UKNOW is
currently under renewal. A new streamlined version of the site is due to be launched by early
2002.

An important issue to resolve for the launch of the new site is how we can continue to use the
www.uknow.or.jp domain.

Mobile web sites (Mobile UKNOW & Mobile Education UK)

Mobile UKNOW web site
In January 2001 the UKNOW partners (The British Embassy, The British Council, The British
Tourist Authority and the British Chamber of Commerce) developed and launched Mobile UK
NOW - a condensed version of the popular website UK NOW the British government‟s official
web site in Japan. Mobile UKNOW represents the first major investment by a foreign
government in the mobile Internet in Japan and it was developed in response to the ever-
growing popularity of mobile phones sites in Japan.

Mobile UKNOW offers the latest news in on UK related events, English language learning,
studying in the UK, visa and travel information and much more. Information on Mobile UKNOW
can be accessed by both users of NTT DoCoMo‟s I-mode and J-Phone‟s J-SKY cellular
phones.

Status of site: Over 80,000 page views were recorded in the first month of operation. The high
access rate can be attributed to the fact that during it's first month of operation Mobile UKNOW
was listed on J-Phone J-SKY directory in the 'What's new?' section. Current access to the site
has dropped to under 4,500 page views per month. The site is scheduled to be renewed in
early 2002 at which point the British Council in Japan plans to develop the Learn English
content further into a more dynamic and engaging web in order to compete with local English
language learning mobile phone competition and to supplement the recently developed mobile
Education UK site.

Mobile Education UK web site
A fully Education UK branded mobile phone web site designed to communicate key brand
messages to a Japanese target audience via frequently updated attractive and engaging brand
content via fast loading graphics, interactive quizzes, FAQ games, downloadable UK related
graphics, event news, competitions and brand promotional offers.

Status of site: Launched in early October 2001 at annual education fairs in Tokyo, Osaka and
Nagoya. Initial evaluation reports show that content is interesting for browsers however a higher
level promotion is required to compete with J-SKY/i-mode directory listed competitors
AKQA Steering Group Questionnaire for British Council Web2001 Phase II – Version 1.0


e-link site
http://www.e-linkschools.org

The e-link web site is an important bilingual (J/E) tool for supporting, developing and promoting
our Japan-UK school links programme. The site contains information about e-link schools,
advice on how to set up a successful school link, ideas for collaborative curriculum-based
projects, teaching ideas, the benefits of international linking, and a section where schools can
advertise for partners.

Status of site: „Soft launch‟ was completed September 2001. Site is now in-use and will be
developed further on the basis of feedback and formally launched later in the year.

Destination UK
A fun interactive web site aimed at people seeking online information about visiting or studying
in the UK. The site is a joint BC Japan & Australia project and offers quizzes & FAQs on study
in the UK. It is designed to increase access to the education pages and to encourage visitors to
browse for a longer period of time. As a result we hope a decrease in phone and visitor
enquiries, which are heavy on staff time.

Status of site: The Japanese DUK version was demonstrated at education fairs in Tokyo,
Osaka and Nagoya in October. However, the official launch has been delayed due to while
some problems involving concerning Visa information content are ironed out. It is expected to
launch by early 2002.

Alumni site
A web site to provide Japanese graduates of UK educational institutions with valuable
opportunities for networking with other alumni and supply them with useful information about
our activities and about developments of bilateral interest. Also to foster a mutually beneficial
relationship with alumni who are potential influencers and brokers in our relationships with our
many partners. A joint development by the British Council in Japan and Australia.

Status of site: Currently under development. Scheduled to launch early February 2002.

Fujirock web site
http://www.ukatfujirock.org

The official UK@FUJIROCK website (developed July 2001) featuring photo galleries from
Fujirock festival ‟00 & ‟02, links to sponsor web sites (Virgin Atlantic and British Council) and
details/winner announcement of competitions held at the rock festival.

International School’s Observatory
http://www.bciso.net

The International Schools' Observatory website is giving schools around the world access to
professional robotic telescopes provided by Liverpool John Moores University and the Japan
Spaceguard Association and provides an opportunity for young people to work together on
collaborative science projects, make new friends and experience the excitement of science
observation and discovery.


END