This is an HTML version of an attachment to the Official Information request 'Seeking evidence of research paper confusion supportive of VUW name change'.

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Members of Council 
Professor Grant Guilford, Vice-Chancellor 
Simon Healy, Director Strategic Projects 
22 May 2018  
Process regarding a re-consideration of the University’s name 
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Executive Summary 
This paper provides the Council with an overview of the process for investigating a 
simplification of the University’s name and for implementing a change to the name 
should such a recommendation be made by management and approved by Council. 
It is recommended that the Council ratify the proposed process. 
Research and analysis of Victoria’s international reputation has shown good evidence 
that the current name of ‘Victoria University of Wellington’ is causing confusion 
internationally.  We are one of a number of Victoria Universities worldwide and the 
name Victoria is generally not associated with our location, causing confusion for 
international audiences.  Consequently, our very high quality of research and teaching 
is not as well recognised offshore as it should be.  
This research and analysis has also shown shifting to a simplified name, such as the 
‘University of Wellington’, will reduce this confusion and improve international 
 The name ‘University of Wellington’ aligns with New Zealand’s capital city.
Civic universities (including global-civic universities) are first and foremost

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about their city and are prepared to tie their fortunes to those of their city. 
Wellington is our city – not Victoria; 
  The University’s low international brand awareness is also not in keeping with 
its very high academic standards. Research and analysis suggests at least 
some of this international reputation vacuum is due to the lack of clarity and 
distinctiveness associated with our name; and 
  Adoption of a name that centres on “Wellington’ rather than on ‘Victoria’ 
improves the likelihood that other Wellington-based organisations will feel 
comfortable working with us under a collective banner. 
The potential change in name for Victoria University of Wellington, or Name 
Simplification project, is one part of a wider programme of work occurring to improve 
the international reputation of the university. This programme of work is investigating 
and implementing a series of initiatives targeted to increase the international 
prominence of the university and increase international name recognition. As well as 
the Name Simplification project, this programme includes 
The process for changing name 
The process for formally changing the name is relatively simple.  Under section 162(5) 
of the Education Act 1989, the Council must make a recommendation to the Minister 
who, in turn may change the name by publishing a notice in the Gazette.  

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Current work underway to inform a potential name change decision 
We are currently planning for a decision on the potential name change for the 
University to be made at the Council meeting on 
.  To help inform this 
decision we are conducting six areas of work, with summaries (at least) from each of 
these areas to be provided as part of the decision paper in 
  International research on the name Victoria University of Wellington and 
potential alternative names.  This work is largely complete and summaries of 
this research was provided to the Council previously. 
  Stakeholder discussions and feedback on the potential name change.  
This includes discussions with Staff, Students, Alumni, stakeholders and other 
members of the public.  Further details of this process is contained in 
Appendix 1. 
  Change to our Māori name: Although the current Māori name, Te Whare 
Wānanga o Te Ūpoko o te Ika a Māui, is a translation of University of 
Wellington a new name is being considered.  The proposed Māori name would 
change to ‘Te Herenga Waka’, the name of the University’s marae, which 
represents the very essence of all things Māori at Victoria rather than just a 
literal translation.  
  Design and brand work.  We are in the final stages of a competitive process 
to appoint a design company to review our name and brand material to 
support a potential name change. 
 is our preferred 
company.  A summary of the brief for this work can be found in Appendix 2. 
  Securing Trademarks and 

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Planning of further work required if the name were to change 
While no work on implementation of a name change will occur before any decision, 
planning of required activities is being undertaken to ensure any decision to change 
could effectively and efficiently be executed.  Appendix 4 shows a visualisation of the 
different areas of planned work for any name change.  The two key dates for the 
planned work are a change decision by Council on 
, and launch of the 
new name on
  These plans are still work in progress and refined 
plans will accompany the decision papers on 
.  It should also be noted 
that all work in the appended plan beyond 
 assumes a decision to change 
name is made on 
. Should this not be the case this work plan would 
either stop or need reworking if a decision was made later.  
Next steps 
Stakeholder  feedback  and  the  above  analysis  and  planning  will  be  compiled  for  a 
decision paper on potential name change at the 
 Council meeting.  Any prior 
major updates on this process and significant areas of feedback will be provided as an 
update to Council in the
 Vice-Chancellor’s report. 

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Appendix 1: Stakeholder discussion and feedback 
The  University  is  taking  a  proactive  approach  to  communication  and  engagement 
internally and externally, and within New Zealand and internationally.  Discussion on 
the topic is being targeted at multiple audiences and feedback is being actively sought 
from these interactions (in person, via phone or via email).  The following provides brief 
detail on plans for each audience: 
  Council: Provide opportunity for input and keep updated via regular Council 
  Māori: Discussions with Te Aka Matua (incorporating Ngāi Tauira 
representatives), Toihuarewa, and mana whenua were held early. 
  Former Chancellors/VCs: Engaged early on and provided with context and 
ability to feedback.  
  SLT and other senior staff: Provided with key messages and Q&A. These 
staff members are feeding back areas of concern to V-C and identifying 
opportunities for V-C to further engage key groups. 
  High influence stakeholders: Discussions with influential stakeholders and 
engagement with them to ensure context is understood. This group includes 
Advisory Board members, external organisations, funders, and partner 
  Staff: Open discussion with staff in forums and other discussions to enable 
them to help identify ways to ensure Victoria’s reputation is recognised on the 
international stage and provide feedback on the potential change. 
  Alumni: Engaged as key members of the University community, ensuring they 
are provided with context and ability to feedback. Influential alumni have been 
identified and more targeted discussions had directly with them. 
  Donors and prospective donors: As valued members of the University 
community, they have been provided context and given opportunity to 
feedback on ideas to ensure Victoria’s reputation is recognised on the 
international stage.  Direct engagement has occurred with major individual 
  Students: We have engaged with key student leaders and in wider open 
discussions with students on the topic (with support by student association 
representatives for the potential change).  
  Media: Vice-Chancellor is the spokesperson for the potential change and 
direct communication with the media. Our approach is to respond quickly to 
questions and for the V-C to be available for interviews wherever possible.  
Further detail on discussions with Students, Staff, Alumni, other key stakeholders and 
members of the public can be found on the following pages. 

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Student discussions 
Discussions with students has occurred with student representative groups (such as 
VUWSA),  open  forums,  through  articles  and  advertising  in  the  student  magazine, 
Salient  and  via  social  media.    This  discussion  is  planned  to  continue  over  the  next 
month, with closing date for email feedback on 8 June 2018. 
Planned and completed activities (italicised items complete) 
  Apr 17: Met with VUWSA Executive 
  May 4:   Student presentation in the Hub, feedback opened 
  May 8-11: Meetings with: 
o  VUWSA Executive 
o  International Student Association representatives 
o  Student Academic Board representatives 
o  Postgraduate Association representatives 
  May 14: Advertisement and article in Salient 
  Throughout May: Posts on social media channels that our 
students engage with, use of DID screens to encourage feedback 
and providing material to VUWSA to promote the link to 
information on our website and the feedback address through 
their channels. 

  May-June: On-going discussions with student representatives 
  June 8: Feedback closes 
Initial feedback from students 
General  feedback  from  students  has  been  mixed.  The  VUWSA  Executive  is  very 
supportive of a potential name change and the VUWSA President has publicly spoken 
in support of the change. There has been some debate on social media with a number 
of students expressing attachment to the name Victoria and concern about the costs of 
the  name  simplification.  Providing  a  link  so  people  can  view  the  Vice-Chancellor’s 
presentation  to  students,  and  hear  the  reasoning  behind  the  proposal,  has  been 
important.    Initial  conversations  with  the  International  Students  Association  and 
Postgraduate  students  Association  presidents  have  been  supportive  and  fol ow-up 
meetings with their executive teams is scheduled. 

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Staff discussions 
Discussions  with  staff  started  in  late  February,  engaging  with  senior  leaders  on  the 
research findings on our International reputation.  These discussions widened to all staff 
in early May with staff forums and direct feedback from these forums continues to be 
encouraged and received from staff.  Discussions with staff are continuing at all levels 
in the University and Senior Leadership Team members are gathering feedback from 
Planned and completed activities (italicised items complete) 
  Discussions with SLT, Deans, CSU Directors, Heads of School, 
Academic Board and Foundation Board 

  May 1-4: Staff forums 
  May 7:    VicNews article published 
  May 8:    SLT Deans & Directors meeting 
  May 14: VicNews article and link to V-C presentation of staff 
forums published, with email address provided for feedback. 
  May 23:  Heads of School and CSU Directors forum 
  May-June: On-going discussions with staff 
  May-July:  VC  visits  to  numerous  schools,  CSU’s  and  Victoria 
owned institutes 
Jun -July    Feedback will continue to be received by VC and SLT through 
June and early July 
Initial feedback from staff 
Discussions with SLT, Deans, Heads of School and CSU Directors revealed a strong 
consensus in support of name simplification and a timely decision.  They also feel it is 
important to find ways to honour our heritage and 
 a leading 
scholar  of  Victorian  literature  is  willing  to  lead  a  working  group  on  this  should  it  be 
required.    Toihuarewa  has  been  supportive  of  the  name  simplification  and  strongly 
support  inclusion  of  Te  Herenga  Waka  as  part  of  the  University’s  name.  Other  staff 
feedback has been largely positive but certainly not unanimous with a number of staff 
providing their own experiences of confusion around Victoria’s name. 

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Alumni discussions 
Discussions with key Alumni started shortly prior to the Staff forums in early May.  The 
Trustees of the Victoria University of Wellington Foundation have been consulted. For 
the majority of Alumni, the proposal was first notified via either media coverage or the 
Alumni  newsletter  circulated  to  50,000  Alumni  email  addresses  on  9  May  2018.  
International  Alumni  events  have  also  been  recently  used  to  discuss  the  potential 
change,  with  the  topic  being  discussed  in  events  in  San  Francisco,  New  York, 
Edinburgh and London. 
Planned and completed activities (italicised items complete) 
  Late April: Influential Alumni informed and topic discussed at San 
Francisco and New York Alumni events 

  May 9: Alumni e-newsletter circulated to 50,000 Alumni inviting 
  May 9: Feedback opened 
  Early May: Topic discussed at Edinburgh and London Alumni 
  Early May: Further discussions held with influential Alumni 
  Throughout May: Alumni focus groups 
  June 8: Feedback closes 
Initial feedback from alumni 
Feedback  from  Alumni  has  been  mixed.  The  Trustees  of  the  Victoria  University  of 
Wellington Foundation are strongly supportive of the name simplification. Alumni groups 
consulted  in  alumni  events  offshore  in  London,  New  York,  Edinburgh,  and  San 
Francisco have been nostalgic about the name but supportive of a change given the 
accumulated evidence. Feedback from alumni via email has been variable with some 
saying ‘just do it’ and some keen to retain the name and its heritage. Not surprisingly, 
alumni living and working in Australia are particularly interested in dropping the word 
Victoria because it regularly links them to Victoria University in Melbourne – a university 
that they do not wish to be associated with.  

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Discussions with other key stakeholders (donors, local government, etc) 
Key influential stakeholders outside of the Staff, Student and Alumni groups have also 
been kept well informed on the potential name change.  The first engagement with the 
Minister on the topic was through a letter in late February on this and other key strategic 
topics for the University.  Since then discussions have been held with key influential 
stakeholders and key donors and will continue through this process. 
Planned and completed activities (italicised items complete) 
  Feb 28: Letter to the Minister of Education 
  March – April: Communication with Mayor, WCC CEO, WREDA, 
TEC, MoE, Education NZ, the Chamber of Commerce, Former 
Chancellors & VC’s, key individuals, US/UK friends of the 
University and Regional Alumni Ambassadors 

  Throughout May: 
o  Informing and discussions with VC’s from other Universities 
o  Further engagement with key stakeholders 
o  Informing other organisations with Victoria in their name 
  30 May: Wellington Stakeholder briefing 
  June 7-8: Universities NZ Away Days for VCs 
  June 12:  Quarterly meeting with 
  June 13:  Benefactors Circle 
  June 15:  Regular meeting with experience Wellington 
  June 28:  NZ-China Board meeting 
  Late June: University Stakeholder Briefing(s) 
  July 5: Speech to secondary school principals 
Initial feedback from key stakeholders 
The current and two former Mayors are strongly supportive noting the importance of 
close alignment between the City and the University. Other civic leaders have also been 
supportive  including  the 
 Feedback from the Vice-Chancellors of 
other New Zealand universities received to date is that they have no objections to the 
proposed name simplification. 
The prior VCs and Chancellors that have been contactable have 
also been supportive.   

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Public discussions 
Public discussions to date has been through media and social media channels.  Media 
coverage started 1 May 2018 with the release of the news of potential change following 
Staff forums.  A public meeting on the potential name change will be held on 23 May 
2018  in  Wellington.    Four  OIA  requests  have  been  received  to  date  regarding  the 
potential name change process. 
Planned and completed activities (italicised items complete) 
  May 1: Initial media coverage 
  Throughout May: Discussions with media and engagement with 
public through social media 
  May 9: Information published on Victoria University Website and 
feedback invited 
  May 11: Media release of upcoming public meeting 
  May 23: Public meeting to be held in Wellington 
  June 8: Feedback closes 
  Throughout  June  and  July:  Continued  media  and  social  media 
Jun - Jul 
discussions as required 
Initial public feedback 
Media coverage to date on the topic has been well balanced with good coverage of the 
reasons for change.  Commentary in relation to these stories and on social media has 
tended  to  be  more  negative,  but  volumes  of  comments  and  posts  have  fallen 
significantly since the initial media releases.  Media are continuing to engage on the 
topic from time to time. 
Four OIA requests have also been received to date in relation to the potential name 
change.   These  requests  have  been  primarily  for  documents  (including  emails)  and 
financial information on the potential change. 

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Appendix 2: Design Brief for potential agency  
In our brief to potential design agencies to support us on the Name Simplification work 
we asked that three pieces of interconnected work be undertaken. 
The first was for an agency to share their reflections on our approach to this piece of 
work, based on their experience with brands that have both a national and 
international presence.  This piece of work is designed to test our thinking. 
The second piece of work is to review Victoria University of Wellington’s established 
brand architecture that includes Faculty descriptions and a number of sub brands that 
will be considered in any rebranding of the University. There are externally facing 
examples such as Victoria Business School and Viclink as well as brands that are 
used mainly internally of which Victoria Info Ihonui and Victoria Recreation are 
examples.  We are seeking advice on the best approach for our sub brands. 
The third piece of work is design, based primarily on the University’s current branding. 
There has been some preliminary design work on the University logo for internal 
consultation and a view has been formed about the key elements to be included.  A 
design brief will be provided to the successful agency. Following this, we envisage the 
agency will also prepare concise brand guidelines for the use of the new brand. 
Note; the briefing to Agencies was sent under a signed non-disclosure agreement 

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Appendix 3: Trademarks and 
New Zealand trademarks 
In order to avoid being held to ransom by opportunists, we have filed, or intend to file, 
the following trademarks in New Zealand. If we do not decide to progress the name 
simplification we can drop these applications. 
Overseas Trademarks 
1 The current crest is already registered in classes 16, 41, and 42.  Therefore, if we retain it, we would 
only need to file in additional classes 9, 25, 35, 36, 39 and 43. 

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Costs increase based on the number of marks, the number of classes and the number 
of countries.  We are therefore carefully considering whether to register overseas, what 
marks to register (if any), which classes (if any) and which countries (if any). 

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Appendix  4:  Summary  plans  for  implementation  of  the  potential  name 
simplification process (best printed on A3)