Web content to inspire and inform senior students about Vocational Education and Training (VET)
Discover
Stakeholder workshops, audience insights review
Plan
Strategic information architecture (IA) design, wire framing and individual page planning
Produce
UX design, content writing, content editing and refreshing to align with new messaging
SEO and tone of voice considerations, imagery recommendations
Objective
To maximise awareness of Victoria’s vocational education and training (VET) options for secondary school students, the Victorian Curriculum and Assessment Authority (VCAA) and the Department of Education were updating and consolidating VET communications and resources across web, print and social media.
To align with the brand new ‘Shape Your VCE’ campaign, Content Empire was engaged to refresh outdated VET content on the VCAA website.
Our team reviewed, re-worked and re-designed outdated VET campaign web pages aimed at students, and refreshed VET web pages aimed at teachers, school leaders and careers counsellors.
Outcome
Helping students, parents and teachers navigate VET
Audience insights revealed that awareness and understanding of VET subjects and pathways was low. VCAA’s website plays an important role in helping students, parents and teachers understand VET and support students to pursue it should they wish.
To produce engaging, user experience-focused website content about VET in Victoria, Content Empire:
- Created a project plan outlining the key steps to design and deliver new and refreshed content
- Engaged with and validated approved campaign collateral including key messages and visuals
- Undertook detailed discovery and analysis to define the strategic information architecture (IA)
- Created a new site map and designed 10+ new page wireframes
- Created a new information architecture based on a new component library
- Ran a content deep-dive workshop to ensure input from key internal stakeholders
- Produced new written web content aimed at students and parents
- Refreshed 10+ pages of written web content aimed at teachers, school leaders and careers counsellors
VCAA’s new VET campaign web pages were launched in time for a statewide mail-out to Victorian secondary schools, giving VCAA the opportunity to promote its new campaign and direct audiences to its brand new landing page.