Online Communication Campaign

Ngee Ann Polytechnic Information

2005-01-18T10:55:00.000+08:00

The values :

• Valuing our People
• Upholding Quality & Excellence
• Fostering Innovation & Enterprise
• Serving Our Community & Society

Missions :

Commited to total organisational excellence through creativity, innovation and continuous improvement in systems, processes and services. Constantly anticipate and aim to exceed customer's expectations and requirements.

Survey Analysis

2004-12-31T01:19:00.000+08:00

A survey was conducted among 120 students to find out what are their perception on the NP website. The following are some of the findings of the survey.

Top Ten Most Important attributes to the students when they surf a particular website:

Sense of security when providing sensitive / personal information for online trannsactions / registration etc - 82.5%
Logical and easy-to-follow organisation and structure of content - 63.3%
Concise and easy-to-understand contents in the website - 60.8%
Honouring of promise to deliver / call back / respond by a stipulated time - 57.5%
Prompt response to users' enquiries - 52.5%
Easy-to-understand terms and conditions (eg privacy, payment, warranty, return policies) - 43.3%
Provision of "Contact Us" facility for enquiries - 40.8%
Provision of details of the organisation eg address, email addresses, phone directory, fax numbers-40%
Aesthethically appealing / attractive website design - 35%
The quantity / quality of the information/product/service meet or exceed expectations (referring to actual purchase / request) - 35%

The attributes are ranked by the percentage of students who feel that the particular attribute is VERY IMPORTANT. By doing so, we will then know what are the things which web surfers look out for most in webpages.

Top Ten Students' Ratings Of NP Website On The Top Ten Attributes:

Sense of security when providing sensitive / personal information for online trannsactions / registration etc. Excellent - 26.7% / Good - 46.7% / Total - 73.4%
Provision of details of NP (eg address, phone numbers, fax numbers, email addresses of staff). Excellent - 25.8% / Good - 46.7% / Total - 72.5%
Concise and easy-to-understand content. Excellent - 12.5% / Good - 55.8% / Total - 68.3%
Provision of "Contact Us" facility. Excellent - 12.5% / Good - 55.8% / Total - 68.3%
Amount and quality of information provided or service rendered met or exceeded expecations. Excellent - 14.2% / Good - 42.5% / Total - 56.7%
Logical and easy-to-follow organisation and structure of content. Excellent - 5.8% / Good - 50.80% / Total - 56.6%
Aesthethically attractive design. Excellent - 8.3%/ Good - 44.2% / Total - 52.5%
Easy-to-understand terms and conditions (eg privacy clauses). Excellent - 5.0%/ Good - 46.7% / Total - 51.7%
Honouring of promise to supply information upon request at a stipulated time. Excellent - 7.5% / Good - 42.5% / Total - 50.0%
Prompt response to enquiries. Excellent - 8.3% / Good - 37.5% / Total - 45.8%

Having now the results of what are expectations and rating from the students on the NP website, we can now find out from the graph, the areas where the website needs to be improved.

From the graph, only attributes 1,2,4 & 5 are rated below their importance by the students. Thus we will now have to determine which attribute to improve among these 4 attributes. Graph done but unble to upload into blog....

Status: Uncompleted.

Question 1

2004-12-20T20:35:00.000+08:00

What do you think is the key purpose of the NP website?

The key purpose of the NP website is to attract more customers (students) to join NP..
Np not only wan to have student from Singapore but also oversea student as we can see a gradually increase in the number of oversea students over the years.

Another purpose of the website is also to attract oversea universities or colleages. Np will have oppunities to cooperate with them and hence our student can go over to have exchange programm.

Question 5

2004-12-20T13:02:00.000+08:00

Competitor Analysis: In order to get a better understanding of how the NP website fares compared with other sites, it will be useful to study the following:
- NP's direct & indirect competitors
- Best practices on the web (which is not necessarily limited to educational institutions)

Direct competitors: Singapore Poly, Temasek Poly, Nanyang Poly and Republic Poly.

Indirect compeitors: Junior colleages, ITE and Oversea colleages.

Question 2

2004-12-20T13:01:00.002+08:00

Do the NP websites stated communication objectives meet the purpose of the site?

The purpose of the site is to allow potential clients (students), sponsors and partners, to be able to view the school events and also course information.

Further more, NP not only targets audience that is well-versed in English but also foreigners that may not be very good in English, hence direction given by the site must be precise and easy to understand.

The website have broken the various information into different link hence more accessible and also picture is use to replace some information making the website look more attractive.
NP website uses a white background which gives a very clean feeling making viewers for the feel refresh and also that the school is new and also lively.

Upon entering the site, the NP logo is always at the top and also picture showing the school layout. This gives people knowledge of how to school look like; especially oversee students. Information about the school, courses and entry requirement, is found at the 1st half of the website. Therefore potential client can find what they want without scrolling to the bottom of the page, hence design of website is very organize and well plan.

The communication objective definately meet the purpose of the website. It not only give the viewer a lively feeling by the colour and picture displayed, it also allow easy navigation which is necessary if the person is browsing the website for the 1st time.

Question 4

2004-12-20T13:01:00.001+08:00

Do the communication objectives meet the needs of the various target audience segments?

Various part of the website meet the needs for the various target audience. For instance, for current and past student,the website provide up to date information of the compus and also Student Home for the sutyding student to get communication about their course, module and also rely information back to their lecturer.

Section on the different courses provided by Np give parents of potential students a chance to view and also let them understand the the courses better. This will increase the confidence in the parent in other words more student coming to Np.

Question 3

2004-12-20T13:01:00.000+08:00

Do you think the NP website’s stated communication objectives are fulfilled? Why and why not?Which areas are particularly in need of improvement? Are the needs of the four key audience segments met equally? Again, what are some areas which are lacking or require improvements?From the survey results:
(a) Identify some of the key attributes which visitors look out for in surfing a content site
(b) Identify the key communication gaps for the NP website
(c) Do the survey results support your views?