Ara Process Paper.pdf

New Entity
Process Paper
Prepared for CPIT Aoraki
17 - 03 - 16
Level 2
Durham Chambers
307 Durham Street North
Christchurch 8013
03 377 8330
[email address]
www.novo.co.nz

Process Paper
Feb 2014 – Apr 2015
CPIT Council
Undertaking a brand review specifically for CPIT – appropriateness of
current name and key messaging
Transferring this research, learnings and strategy to the proposed new
entity that included Aoraki
1
CLIENT CPIT AORAKI
PROJECT PROCESS PAPER
DATE 15 - 03 - 2016

Process Paper
Feb 2014 – Apr 2015
Research First - Name association research
To help form decisions and direction some name association research was
undertaken. This research focussed on perceptions associated with name options
and protocols for ITPs. Given the obvious sensitivities and confidentiality , Research
First conducted two focus groups -
- one with employees and
- one with student influencers (including parents, teachers and career advisors)
Focus groups are the perfect method for this kind of research as they provide a
powerful way to test receptions, barriers and how naming perceptions are created
and maintained.

The research indicated a number of themes
CPIT: The Name
•  The name has no meaning for many of those who don’t already know the institute
•  Locally & internationally the name often requires a further qualifier –

  ‘Christchurch Polytechnic’
•  ‘Polytechnic’ carries negative perceptions and is a clear barrier to lifting the

  institute’s reputation
•  This is systemically, generationally ingrained
•  The name currently has no rational or emotional connector to the audience
•  The current name does not point to a point of difference
Two Possible Streams For The Name
First Stream
Second Stream
More familiar
Breaking category norms
Part of the sector
Bold
Conservative
Relevant to USP & value
(doesn’t need a qualifier)
proposition
Living in today’s opportunities
Leader’s position
Future proofing yourself
2
CLIENT CPIT AORAKI
PROJECT PROCESS PAPER
DATE 15 - 03 - 2016

Process Paper
Feb 2014 – Apr 2015
Research First - Name association research
Key Findings
•  Names need to avoid using the word ‘applied’
•  Names should avoid being seen as derivative
•  Names should be intuitive in international markets
•  Names should not be easily turned into something pejorative
•  Names should be intelligible to the target market
Avoid ‘Applied’
•  Associated with practical training not innovative learning
  (or higher level qualifications)
•  Already used in the market to distinguish particular institutions
•  Is not aspirational
•  And ITPs are ‘applied’ by nature
3
CLIENT CPIT AORAKI
PROJECT PROCESS PAPER
DATE 15 - 03 - 2016

Process Paper
Apr 2015
Research and Discovery
CPIT COUNCIL IN COLLABORATION WITH AORAKI COUNCIL
Project objectives, strategy and process
– where are we, who are we, where do we want to be
Research interviews and workshops with
•  CPIT Council
•  Aoraki Council
•  Key management and personnel including governance and

strategy, finance, academic, marketing, international
•  Interviews with key business partners and influencers including
CDC, Tom Thomson
Research First - Reputational research (Annual and ongoing)
Maori Advisory Group - Initial Iwi consultation through
Hana O’Regan
Evaluation of current institute positioning, values, sustainability
project, existing student database
Evaluation of MOE requirements, educational sector overview –
locally, nationally and internationally
Evaluation  of  other tertiary  education  providers
4
CLIENT CPIT AORAKI
PROJECT PROCESS PAPER
DATE 15 - 03 - 2016

Process Paper
Jun - Aug 2015
Positioning and Strategy
Identify audiences and direction for identity
Establish key performance indicators – forward focused, meaningful
and accessible across the region to a wide range of students, durable,
strong international credibility, strong links to the industry, unique to
the organisation, able to establish new and positive perceptions that
elevate the entity and the relevance of its offerings
Develop positioning strategy, and positioning line
“Knowledge at Work” and manifesto that underpinned all future work
and direction
Target Markets
•  Students
•  Youth guarantee students (16-19yrs)
•  Secondary school leavers (18-25yrs)
•  ‘Second chance’ and change-of-career students (25yrs+)
•  Up-skilling and mature students
•  International students (15% of the total role and a big opportunity
for growth)
•  Internal Stakeholders / Staff
•  External Stakeholders
•  Industry partners
•  Government
5
CLIENT CPIT AORAKI
PROJECT PROCESS PAPER
DATE 15 - 03 - 2016

Process Paper
Jul - Dec 2015
Branding
Identify a wide range of naming options and protocols – Maori, English,
Derivative, identifying new and challenging options and those that
followed the more predictable, established sector lexicon
Over 200 names were developed and investigated – explored the pros
and cons of all considerations Workshops with both Councils
Shortlisted five names
Conducted linguistic and cultural checks Workshops with transitional
steering group - representatives from both CPIT and Aoraki
Refined to two names
Commenced more detailed Iwi consultation through Hana O’Regan
Consulted Buddle Findlay - Files and rationale prepared for trademark
/IP lawyers
Developed base logo and substantiation
Consulted with Ariki Creative - Ngai Tahu nominated graphic
designers – to refine design and ensure consideration to Whakapapa
Develop key messaging to support the brand
Finalise brand platform – logo, colour palette – with link to the region,
typefaces, graphic elements
Develop elements for staff engagement
6
CLIENT CPIT AORAKI
PROJECT PROCESS PAPER
DATE 15 - 03 - 2016

Process Paper
Jul - Dec 2015
NEW ENTITY NAME RATIONALE
Ara
Institute of Canterbury
Maori:
Loaded with meaning
• Pathway
•  Metaphor for achievement
• Passageway
•  Speaks of a journey
• Course
•  Opportunity to be all
• Route
you can be
• Lane
•  Stepping stone
•  Rise up
What did we want from this one?
• Awake
•  About today
• Arise
•  Evokes quality
•  Signals change
•  Will remain relevant
Latin:
as we evolve
•  Ara is Latin for altar
A reminder of where we are
Astronomy:
•  Ara is a constellation
in the southern sky
A fresh name ready to compete
Ara rau,
Consultation was undertaken with Ngāi Tahu on both the development
of the name and the logo
taumata rau
Many pathways, many opportunities
Many pathways to the pinnacle/summit
Taumata Rau (as a concept): Remarkable, extraordinary, notable,
outstanding – of people
Multiple pathways and opportunities
Multiple levels/qualifications
Stair-chasing
Achieving the heights of success
Lifelong learning
Platform, launching your career/personal development
Taumata: Summit/many paths to the summit
SURFACE
PINNACLE
An appropriate contemporary and engaging logomark
JOURNEY
Carries many ideas:
• Pathway
•  Tukutuku pattern
DEEP SPRING
BASE
•  Teeth of a Taniwha (strength and determination)
• Peak
• Journey
• Aspiration
•  ‘A’ letterform
Discusses the student journey towards greater knowledge
Achievement of journey from base to peak
MULTIPLE PATHWAYS /
JOURNEYS
Incorporates idea of student pathway through institute
All paths are different – infinite amount of direction for student
Has feeling of continuing journey outside of institute
7
CLIENT CPIT AORAKI
PROJECT PROCESS PAPER
DATE 15 - 03 - 2016

Process Paper
Dec 2015
Transitional Campaign
An engaging, easily accessible campaign aimed at multiple audiences –
the coming together of CPIT & Aoraki to create a new organisation
Ran on campus – December 2015
Released publicly – January 2016
Jan 2016
TRANSITIONAL MATERIAL
WE HAVEN’T
TO CHANGE
TO HELP
THE
NARROWED
THE WORLD, WE
SHAPE YOUR
WORLD IS
YOUR OPTIONS.
STARTED WITH
FUTURE, WE’VE
CHANGING.
WE’VE
OURSELVES.
RESHAPED
AND SO
BROADENED
OURS.
ARE WE.
THEM.
CANTERBURY’S MOST EXCITING
CANTERBURY’S MOST EXCITING
CANTERBURY’S MOST EXCITING
CANTERBURY’S MOST EXCITING
TERTIARY OPTION IS COMING
TERTIARY OPTION IS COMING
TERTIARY OPTION IS COMING
TERTIARY OPTION IS COMING
The coming together of CPIT and Aoraki
The marriage of CPIT and Aoraki is one of
When you’re in the business of shaping
In a world where the only constant is
is far more than an exercise in joining
those cases where less really is more.
futures, it makes sense to do a bit of
change, sometimes you need to do a bit of
hands and singing We Are the World.
future-proofing of your own.
metamorphosising of your own.
Rather than being spread across two very
It’s about joining forces and changing it,
good organisations, the best of both are
Which is exactly what we’ve done with the
Right now, CPIT and Aoraki are
one graduate at a time.
coming together to form a great one.
coming together of CPIT and Aoraki.
doing just that.
How? By bringing together the best of two
One that’s smarter, more streamlined and
Rather than being spread across two very
Rather than being spread across two very
very good institutions to form one great
with a broader, more relevant offering than
good organisations, the best of both are
good organisations, the best of both are
one. One that’s smarter, more streamlined
either institution could achieve on its own.
coming together to form one great one.
coming together to form one great one.
and with a broader, more relevant offering
One that’s smarter, more streamlined and
One that’s smarter, more streamlined and
than either institution could achieve
More information about the change will be
with a broader, more relevant offering to
with a broader, more relevant offering to
on its own.
released soon. In the meantime, course
today’s labour market. And tomorrow’s.
today’s job market. And tomorrow’s.
information is still available at our
Further information about the changes
existing websites.
Further information about the changes
Further information about the changes will
will be released soon. In the meantime,
will be released soon. In the meantime,
be released soon. In the meantime, course
course information is still available at our
course information is still available at our
information is still available at our
existing websites.
existing websites.
existing websites.
8
CLIENT CPIT AORAKI
PROJECT PROCESS PAPER
DATE 15 - 03 - 2016

Process Paper
Feb 2016
Transitional campaign development
An expansion of the campaign – create awareness and anticipation at a time
of evident change and the introduction of the temporary brand CPIT Aoraki
TRANSITIONAL DEVELOPMENT MATERIAL
9
CLIENT CPIT AORAKI
PROJECT PROCESS PAPER
DATE 15 - 03 - 2016

Process Paper
Mar 2016
Teaser Campaign (Tier 1 messaging)
Continuing the journey – Introducing the value of knowledge
Staff launch – by way of delivery to their homes – brand name
announcement and collateral
Official launch of the name followed by supporting festivities on campus
TEASER MATERIAL
10
CLIENT CPIT AORAKI
PROJECT PROCESS PAPER
DATE 15 - 03 - 2016

Process Paper
Mar 30 – Apr 2016
Launch Campaign (Tier 2 messaging)
This is the part of the campaign we very clearly articulate what the new
entity is, the new name and what it stands for
LAUNCH MATERIAL
11
CLIENT CPIT AORAKI
PROJECT PROCESS PAPER
DATE 15 - 03 - 2016

Process Paper
Apr/May 2016
Expansion Campaign (Tier 3 messaging)
What the entity values, what it stands for, what it offers. Specific articulation
of “Knowledge at Work”, including the introduction of the manifesto
EXPANSION MATERIAL
May 2016
Progression
Moving into recruitment, course specific support and profile.
Business development
Knowledge heals – nursing
Knowledge builds – trades and engineering
Knowledge grows – business /commerce
Knowledge nurtures – primary industry
12
CLIENT CPIT AORAKI
PROJECT PROCESS PAPER
DATE 15 - 03 - 2016

Level 2
Durham Chambers
307 Durham Street North
Christchurch 8013
03 377 8330
[email address]
www.novo.co.nz
All work, recommendations, systems, process and costings shown in this
publication remain the intellectual property of Novo Strategic Brand
Management (operating as Novo Strategic Advertising and Design).
No part of this publication may be reproduced in any format (physical or
digital) or shared with anyone other than the intended recipient(s).
© Copyright Novo 2015