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Website and Internet Marketing Research for Education New Zealand Trust
Macleans College Summary Report
Between November 2009 and April 2010 the Education New Zealand Trust undertook a survey of 20 New Zealand schools. Education New Zealand is the government recognised industry body for export education in New Zealand.
The aim of the survey was to provide a detailed assessment of the schools’ websites, from the perspective of their effectiveness in marketing to international students. As well as the web assessments key staff from each school were interviewed.
The Macleans College website came out on top of the 20 schools surveyed, with the highest overall score.
Areas of Strength
The following scores are out of a possible 5.0
Quality of Main School Website
Macleans Score: 3.4
Average Score: 3.0
- Information rich
- Students integrated into the school’s culture and values
- Good information on the curriculum and assessment
- Support services includes a link to the international pages
Quality of International Pages
Macleans Score: 4.9
Average Score: 3.2
- Only school website that offers translation tools, options to translate into two languages
- Information provided is thorough and complete
- Documents can be downloaded and translated
- Images are used to help those who can’t speak much English, visitors just click on their flag and the page translates
Relevance of Main Site
Macleans Score: 4.7
Average Score: 3.6
- Home page states that Macleans has the largest secondary school international student body in New Zealand
- Images are inclusive of different cultures and there are references to international students throughout the site
- Links to the international pages are in the main navigation menu
Relevance of International Pages
Macleans Score: 4.7
Average Score: 3.4
- International home page explains the different parts of the international site and includes notices relevant to students coming to New Zealand
- International pages cover a good range of information on curriculum, accommodation, fees and document downloads
- Students can translate the information into two other languages
Accessibility of Main Site
Macleans Score: 4.7
Average Score: 4.0
- Easy to locate in search engines and social networking sites
- Navigation menus are easy to use
- Site loads fast and the links all work
- Contact details are available on each page
Accessibility of International Pages
Macleans Score: 4.8
Average Score: 3.8
- As per accessibility of main site
- Contact details are clear with emails of the main international staff
- Forms are easy to find and translation tools are available
Overall Website Navigation
Macleans Score: 4.4
Average Score: 4.1
- A busy site with lots of information to navigate through but the setup of the navigation menu means it is not hard to find things
- Search engine is integrated
- Options to translate pages and document downloads are available
Engagement
Macleans Score: 4.6
Average Score: 3.1
- International is obviously core to the school and the website is designed to capture interest of enquirers
- Options to translate into some languages
- Tone is quite formal
Interactivity
Macleans Score: 4.0
Average Score: 2.9
- Ability to translate documents, search engines, downloads and email links
Customer Service
Macleans Score: 4.6
Average Score: 3.0
- Message of welcome in Principal’s message
- Overall integration of international students comes across as welcoming
- Good stories and images from current students
- Good information on New Zealand
Multicultural Focus
Macleans Score: 3.1
Average Score: 2.7
- Links from main navigation menu and from parts of main site where appropriate
- Welcome message from principal
- References to international students throughout the site
International Pages (Overall Assessment)
Macleans Score: 4.3
Average Score: 2.7
- Information in most areas is complete
Trust and Reputation
Macleans Score: 4.6
Average Score: 3.6
- Credible and shows the school’s involvement is serious
- Highly reputable looking site