annual report 2010
TaBle of ConTenTS Title
Page
Table of Contents
3
yMedia 2010
5
yMedia 2007 - 2010
7
Leading by Example
9
The Workshop Series
11
The Projects
15
The Value of the yMedia Challenge 2010
36
The Judging Process
39
The Awards Ceremony
43
Acknowledgments
46
Thank You
49
In Summary
50
Tertiary Students Are often uncertain of their career path after study and therefore need practical experience and an introduction to the industry to help increase their employability.
Tertiary Students
Not-for-profit Organisations
Industry Professionals
Not-for-profits
Industry professionals
Are often lacking in time, funds, resources and expertise to explore the benefits of new media initiatives and therefore need dedicated support to help increase their competency online.
Have a wealth of knowledge and experience and can therefore provide guidance and insight to talented students, while gaining a strong understanding of their capabilities for potential employment opportunities.
yMedia 2010 yMedia’s core purpose is to connect tertiary students, the industry and not-for-profit organisations to develop and implement new media initiatives for collective growth. As the fourth year of the yMedia challenge, we were able to apply past learnings to the way we ran yMedia in 2010 with a focus on: • Ensuring the sustainability of the yMedia Challenge. 2010 was the first year that the programme ran without financial support from the Tindall Foundation • Providing a valuable experience for each of the participating students, and opening them to genuine relationships with industry members • Delivering top quality information communication technology solutions for each of the participating community groups – equal to if not greater than what the industry is producing • Developing stronger and more integrated relationships with Tertiary Institutes • Involving a greater volume of students and community groups with yMedia - with an aim to increase from 12 to 20 teams • Building the brand reputation of the yMedia Challenge
yMedia Crew 2010: (l-r) Daniel Waugh, Jade Tang, Hayden Hunter, Aurelie Rivalant, Eddy Helm, Lisa Ho, Anthea Whittle, Tim Holmberg, Alexandra Speedy, Emily Shovron, Kyle Glass
yMedia 2007-2010 The inaugural yMedia Challenge in 2007 had six student teams who completed projects within two weeks for their community groups. There were no mentors, but the work of those six student teams is still being used today. In 2009, 32 Students participated in the challenge over eight weeks with their mentors, those students have gone on to work in the industry, help out on our management team, and the community groups and mentors still rave about their experience – some even came back to be involved again in 2010 Throughout the first three years of the initiative, we’ve had numerous success stories, with yMedia Challenge graduates employed at Saatchi & Saatchi, Chrometoaster, Sun Microsystems, Brave New World, Touchpoint, Consortium, SlamXHype, Porter Novelli, Sparks Interactive, and many other industry leaders as a result of the relationships formed through the challenge. This year, 62 students participated in the yMedia Challenge, comprising 20 teams working with their mentors (28 individuals, from 20 different communications agencies) and community groups (20 not-for-profit groups) over eight weeks to help to improve community groups marketing or operations through innovative and creative ICT based solutions – like building websites, developing CMS, improving internal documentation systems, introducing social media platform and more. For the first time this year, yMedia introduced a series of eight workshops to bring together participants prior and during the Challenge, and to provide more opportunities for learning and collaborating. 2010 has also included a complete rebrand of yMedia, a completely new website, and a completely new approach to match.
yMedia Challenge Annual Report 2010 — 7
leading By eXaMple With new volunteers on board in the management team, and new directors at the head of yMedia, it was vital that we understood who we were and what we were trying to achieve as an organisation prior to running the 2010 yMedia Challenge.
The yMedia brand historically has been very youthful - energetic and quite organic. Feedback from our community, especially students, guided us to seek a more professional brand image. Drawing on the professional talents of members of the management crew, yMedia embarked on a rebrand to better position ourselves as leaders in forming valuable connections between the community, students, and the industry. A day long working session involving the entire management team culminated in the production of a venn diagram to illustrate the relationships between students, not-forprofits, and the industry and also yMedia’s role at the intersection of all these groups. The venn diagram became a key tool in our communication of our identity, the function of yMedia in the community, and it resonated strongly with the yMedia management team. For these reasons, we chose to evolve the illustration of the diagram to use as our brand mark. The new image of yMedia was unveiled with a suite of assets used for our presentations, handouts, reports, banners, and posters. The new brand and it’s values of leading by demonstration, creating meaningful connections, and aspiration for collective growth, was also solidified online in our social media presence and redeveloped website. This year, yMedia’s website has been entirely rebuilt to become an information hub for all participants and the wider community interested in yMedia. The website took registrations for students, mentors, and community groups before the challenge, and collated profiles of every team during the challenge. Every workshop was announced online, with workshop reports after each event reinforcing the key messages communicated during the workshops along with any relevant resources for follow up. Feedback from our community who have had exposure to our website and our brand in general has been unanimous, that we achieved our goal of leading by example in regard to our online presence and our brand.
yMedia Challenge Annual Report 2010 — 9
The WorKShop SerieS Designed to help students and community groups understand the importance of building your brand and connecting with your audience/supporters. Delivered through presentations from industry leaders providing insightful demonstrations and engaging exercises the workshops ran as follows:
yMedia Workshop #01: Brand aid Presenter: James Hurman, Head of Planning - Colenso BBDO Venue: Media Design School, 242 Queen St, Auckland Central Date: Wednesday 28 April, 4pm – 6pm Branding can often come across as fluffy clichéd baloney. But done right, “branding” brings clarity and focus to an organisation, aligning teams of people around a clear purpose and enabling them to work together to achieve extraordinary things. In this workshop James Hurman, Head of Planning at Colenso inspired us with some brilliant brands both big and small. He showed us how to understand and define, clearly and simply, what’s at the heart of an organisation, and how to activate that understanding in powerful and cost-effective ways.
yMedia Workshop #02: elevator pitching Presenter: Eddy Helm, Account Director - Running with Scissors, Co-Director - yMedia Venue: Media Design School, 242 Queen St, Auckland Central Date: Wednesday 05 May, 4pm – 6pm It’s easy to know who you are and what you’re trying to achieve, but imagine you had to explain your organisation and sell the idea to a stranger within the time it takes to get from the ground floor, to the top floor in an elevator? Even at an event, it can be difficult to work the room and clearly convey what you and your organisation do? In this workshop Eddy Helm, Managing Director of yMedia, outlined the importance of networking, and how to define yourself in a short compelling way so that you can make the most of every connection you make.
yMedia Challenge Annual Report 2010 — 11
yMedia Workshop #03: Traditional tricks for new media Presenter: Courtney Lambert, Communications Consultant Venue: Media Design School, 242 Queen St, Auckland Central Date: Wednesday 12 May, 4pm – 6pm With new technologies and online communication growing, the way that people consume information is changing. With all of the fragmentation of media, it can be difficult to navigate where people’s attention lies, and build a communication strategy to talk to people in the spaces that they’re actually in. During this workshop Courtney Lambert, Communications Consultant, introduced us to the ‘Engagement Pyramid’, and talked through creating and curating personal media channels online.
yMedia Workshop #04: Smooth Operators Presenter: Anthea Whittle, Business Development at Terabyte, and Jade Tang, Freelance Designer and Art Director at yMedia Venue: Media Design School, 242 Queen St, Auckland Central Date: Wednesday 19 May, 4pm – 6pm We’re all trying to make the world better in our own way, a task that can often feel overwhelming. However there is a plethora of tools available that can help you operate more efficiently and effectively so that you can get on with saving the planet! In this workshop yMedia Project Management extrodanaires Jade and Anthea showed us some tricks and tips to use Gmail, Basecamp, GoogleApps, Teuxdeux and more to manage projects smoothly.
The yMedia Challenge 2010 – Meet the Teams Facilitated Briefing Session: yMedia Management Crew Venue: AUT Business School, Level 7, Wakefield St, Auckland Central Date: Monday 14 June, 6pm – 8pm It began with AUT Business School’s 7th floor fizzing with anticipation as the yMedia crew set up and the 160 people involved in this year’s challenge arrived and awaited the announcement of who they’d be paired with for the next eight weeks. While the evening began with some off-standish trepidation, it wasn’t long before each of the 20 newly formed teams were talking like old friends, planning for the success of their group and conspiring to beat out everyone else involved. After two hours of getting to know each-other, running through the top 10 questions and starting to define their briefs, the fizz of anticipation from the beginning of the night had transformed into a full blown bubble of excitement. The yMedia Challenge had officially begun.
12 — yMedia Challenge Annual Report 2010
yMedia Workshop # 6: Many Minds Make right Work Presenter: Friday O’Flaherty Running with Scissors - Creative Strategist, and yMedia Challenge Judge Venue: Media Design School, 242 Queen St, Auckland Central Date: Wednesday 30 June, 6pm – 8pm There are always a number of ways to approach any project, and the most obvious answer isn’t always right. In this workshop, Friday made it clear that great ideas can be anything, and can come from anywhere – but that there is an art to delivering ideas that meet the needs of a brief. Using some of the techniques employed by Friday’s Creative Agency, Running with Scissors, we brainstormed ways to solve our community groups ‘problems’ and used some of Edward De Bono’s hats to assess our ideas to help deliver the best possible outcome.
yMedia Workshop # 7: What is news? Presenter: Helen Sissons, Senior Lecturer of Journalism - AUT Venue: Media Design School, 242 Queen St, Auckland Central Date: Wednesday 14 July, 6pm – 8pm In a world driven by information and news, it is often hard to get your message heard over the babble. Helen helped us to understand why some stories make the cut, and some don’t, to help us on our way to gaining coverage for our cause. She showed us how to uncover and target our newsworthy messages and grab journalists’ attention, and shared some best practice techniques when it comes to actually writing our stories into press releases.
yMedia Workshop #08: a room full of professionals Facilitated Briefing Session: yMedia Management Crew Venue: AUT Business School, Level 7, Wakefield St, Auckland Central Date: Wednesday 28 July, 6pm – 8pm With the end of the yMedia Challenge in sight, we invited all teams to join us for a working session at AUT Business School. The room was full of professionals with technical skills, available to help resolve any difficulties that the teams were having with their projects, and the Judges were represented to share the invaluable knowledge of what they were looking for on Judging Day.
yMedia One-Pager Marketing collateral to help promote the Workshop Series and the Challenge 2010.
The proJeCTS Through-out the eight weeks of the challenge, all of the teams worked hard to deliver inspiring new ICT solutions for their not-for-profit organisations.
Each team had to meet the following deliverables throughout the challenge:
Introduce brief/NPO (video), briefing document complete
25th June
Your proposal (video), project conception complete
9th July
Progress report (video), how are you tracking against your brief and concept
23rd July
Projects complete
9th August
Projects presented to panel of judges
10th August
Each team approached the challenge in their own unique way, and a wide variety of work was produced by the students as seen in the following pages.
yMedia Challenge Annual Report 2010 — 15
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#01
Student Team Fritha Hookway, Plummy Woods
Not-for-profit Organisation
Industry Mentor
Louise Waghorn
Vicky Teinaki
The Project Auckland City Council’s community arts centre known as Artstation is located in the former Ponsonby police barracks. Artstation hosts art classes for all ages and styles ranging from life drawing, photography, cartooning and glass blowing.
‘ [The students] energy and enthusiasm has given me a real lift. The project has just come along at the right time for Artstation. It was really helpful to see our organisation through [the students] eyes.’
The challenge facing Fritha and Plum was developing a long term strategy to increase youth involvement in the 17-25 bracket while finding effective channels to tap in to this target market to encourage participation and engagement with the arts. The group created an initiative known as the Artstation Young Arts Committee; this student run committee acts as the intermediary between the coordinators of Artstation and the youth demographic. Underpinning this initiative is the ideology “Eat, Art, Sleep”.
The team identified social media as a key area of development and used the concept of “Eat, Art, Sleep” as the basis of the Facebook page, Twitter account and the blog giving the organisation a interactive voice in the art community. These online spaces encourage discussion, feedback and act as a comprehensive gallery for showcasing Artstation’s activity. Louise Waghorn from Artstation describes the girls as energetic, dedicated and highly talented while their mentor Vicky Teinaki from Locus Research notes the girls creative passion, ability to take direction and empathy for the client’s needs.
Louise Waghorn, Artstation
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#02
Student Team Stewart Duffy, Alistair Mahoney, Jackson Coley, John Christall
Not-for-profit Organisation
Industry Mentor
Ruth Greenaway
Bon Russell
The Project BAIS is an organization that provides independent information and advocacy support to beneficiaries and low income people in New Zealand. They needed assistance with updating their brand logos and also to establish an online presence. The students in this team built on this initial brief and started by first refreshing the organization’s logo and branding.
‘It has been great how [the students] have explained to us how the new media we will be working with actually works!’
BAIS also needed assistance and advice on how they can use digital tools to communicate with their existing clientele and sponsors to keep them updated on relevant news. They also wanted to start using new media channels to share their ideas and connect with more people.
The team delivered on this by building a new website with a blog and a discussion forum. They also helped build a database of people who will receive quarterly newsletters and updates. BAIS are also now active on most social media networks and able to connect with more people. BAIS loved the professional work ethic of the students and appreciated the fact that the students not only setup these tools for them but took the time to explain how it all works so they can continue to use these tools on a long term basis.
Ruth Greenway, BAIS
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#03
Student Team Mathieu Jenkinson, Alexandra Longbottom, Blair McGowan
Not-for-profit Organisation
Industry Mentor
Di Jennings
Kurt Strong, Adam Taylor
The Project
‘Being around young web savvy people has been just great. I have enjoyed the youthful energy of both my students and the yMedia organisers. In particular I have appreciated that the youth is combined with an impressive professionalism.’
The first Community Economic Development Conference (CED) was held in February 2010 in Auckland. The conference was the first of its kind in New Zealand focusing on building an increasingly strong and resilient community sector by introducing the concepts of social enterprise, social finance and community assets. These concepts enable community organisations to become entrepreneurial and develop independent income streams thus reducing reliance on government grants. Alexandra, Blair and Mathieu were tasked with developing clear branding, establishing an online presence and providing education on how the website and various social media tools can be used to maintain an online presence.
The key issue identified by the group was the need for a flexible web presence allowing for information sharing, resources and interaction among the ‘community’. Team CED created and interactive website to connect all relevant stakeholders. Providing the client with operating instructions the website has been set-up so the client can maintain all ongoing content. To elevate the presence of the website the group made use of social media sites such as Facebook, Twitter, Flickr and youtube. Throughout the challenge the team have been credited with strong communication skills, a professional mindset and a diverse yet effective skill-set.
Di Jennings, CED
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#04
Student Team Chloe Boyce-Bacon, Laura Craig, Roxanne Pascoe
Not-for-profit Organisation
Industry Mentor
Dorte Ray, John Stansfield
Raul Sarrot
The Project The Waste Resources Trust, based on Waiheke Island works to encourage creative solutions to the challenge of sustainability with a focus on waste minimization, energy efficiency education and research. The students’ initial brief was to assist in the rebranding of the organization and to help create a website which was easy to maintain and update. They were also asked to generate ideas on how the organization can use the internet and new media tools to help spread their message to a wider audience and raise their profile.
The team started off by designing a new logo that fit with the organization’s brand and message. They also delivered an updated website with a focus on sustainability and ease of use. They also identified the key social media channels that the organization needs to use as part of their online marketing strategy and established a presence for them on there.
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#05
Student Team Monique Griffin, Suneil Narsai
Not-for-profit Organisation
Industry Mentor
Julie Timmins, Hugh Robinson
Nick Shewring
The Project
‘[The yMedia Challenge] has been so exciting! To see two quite shy students blossom and show their creativity and enthusiasm was terrific.’
Child Poverty Action Group was formed in 1994 out of a deep concern for the rising level of poverty and its effect on children. The guiding principle of CPAG is the right every child has to security, food, shelter, education and healthcare. CPAG produces evidence about the cause and effect of poverty on children and their families.
linking directly to the website and Facebook page. A TradeMe auction of still images portraying the day in the life of a child suffering from poverty was posted raising funds and awareness for the organisation. These images have been adapted into a small book, a calendar and a poster.
The challenge facing Team CPAG included extending the youth based audience of CPAG, developing an attention grabbing media piece and increasing the overall awareness of organisation and its goals.
With a strong understanding of the research and educative nature of this group Team CPAG were noted as time efficient, creative and savvy with a clear vision of the end goal.
Monique and Suneil identified social media as a key tool enabling CPAG to communicate, interact and raise awareness. Facebook and Twitter were utilised to disseminate information and create online interactive discussion. An animation for youtube was created
Julie Timmins, CPAG
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#06
Student Team Kelly Bunyan, Loretta Russel, Guillaume Bartolini
Not-for-profit Organisation
Industry Mentor
Alan Bell, Cynthia Crosse
Kris Lane
The Project ECPAT is an international organization that works in 80 countries to abolish child prostitution and trafficking. In New Zealand, they support a project called Cyberkids which focuses on educating children on online safety and raising awareness.
‘It has been great to see the enthusiasm, commitment and skill being demonstrated. The interaction has been positive and collegial’
They were asked to develop an online experience which would appeal to a wide range of age groups and teach them about online safety in a positive and uplifting manner. They also had to ensure that it focussed on being a multi-choice, multi-cultural interactive experience.
The community group loved the enthusiasm and the commitment the team demonstrated throughout the challenge and thought they had an excellent work ethic and communication skills! The team’s industry mentor thought the team demonstrated great critical thinking and worked remarkably well as a team with professional project management skills.
The team delivered a new website which achieved all these objectives. They researched exhaustively and developed an interactive game for kids and also developed content aimed at parents and teachers.
Alan Bell, ECPAT Child Alert
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#07
Student Team Jasmeen Makan, Amrita Lal
Not-for-profit Organisation
Peter Luiten The Project Living Economies (LE) is a not-for-profit group offering alternatives to the usual modes of transaction. Since 2002, they have been promoting time banks, savings pools, and local exchange trading systems. With a key message of “You can do much better when you work together” they seek to address the issue of exposure and awareness of Living Economies.
Team Living Economies created a campaign based around increasing exposure. A mobile education unit will travel to schools and promote living economies and genuine wealth. In addition to this the kids will be guided towards the website where they can play an interactive game to further their learning. At the end of each session a child takes home a lollipop/badge and a worksheet.
Amrita and Jasmeen were tasked with encouraging action in the community by promoting the idea that local communities benefit from local exchange and helping local businesses see themselves as a “circle of businesses”.
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#08
Student Team Sol Yoo, Victoria Laverick
Not-for-profit Organisation
Industry Mentor
Serita Johnston
Lawrence Brock, Stephanie Creasy
The Project Growing Parents is an initiative of the Erick Holmes Foundation Trust which supports young parents by providing resources and advice on parenting to help them raise future generations of Kiwis. They aim to create an environment where young parents can feel supported and ask questions. The students were tasked with generating ideas on how the organization can use digital tools to effectively spread their message and connect with more young parents from around the country.
‘It’s always humbling to meet clients who don’t have large budgets and/or experience in marketing/digital.’
There was a strong focus on creating sustainable digital tools which are easy to maintain, update and learn. The organization now also engages and creates conversations with young parents on popular social networks such as Facebook and Twitter. The team got great feedback from their industry mentor who thought they had great communications skills, a professional work ethic and were always keen to learn.
The team first worked on rebranding the organization and created a new logo that fit with their brand identity. They then developed a website which would act as a positive, youth friendly interactive environment where they can ask questions and get help and support.
Stephanie Creasy, Shift
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#09
Student Team Mark Wilcox, Danta Pragier, Guillym Davenport, Jeshua Sharkey
Not-for-profit Organisation
Industry Mentor
Sandra Eriksen
Karla Burke, Alicia Paterson
The Project
‘We’re really proud to have been part of the yMedia challenge. To step into such a big task having no idea what to expect, and to walk out having the skills and experience to effectively work as a team and deliver complex solutions is incredible.’ Dante Pragier, Mark Wilcox, Guillym Davenport & Jeshua Sharkey - AUT Bachelor of Communication Students
LIFEWISE is a community organisation which delivers services for a range of social issues affecting New Zealanders today, working to repair and strengthen the social fabric of New Zealand. LIFEWISE works with the impoverished, senior citizens and all manners of people in need of assistance. Dante, Mark, Guillym and Jeshua were tasked with raising awareness of the organisation and an upcoming fundraising event “The LIFEWISE Big Sleepout” putting business people and authoritative figures onto the streets of Auckland for a night. The purpose of this event is to raise money for the LIFEWISE Hub, a homeless support centre while raising public awareness about the reality of homelessness and overcoming prejudices.
Team LIFEWISE addressed the design, digital and creative needs of the organisation while offering them marketing tools for ongoing communication. They managed the design and branding of the organisation and the upcoming event creating a logo and design scheme along with postcards, t-shirts and posters. A website was developed to provide information for ongoing activity and encourage online donations while two promotional videos were created to drive people to the website and draw attention to the upcoming event. As one of the youngest groups in the challenge Team Lifewise made a notable impression on all involved and were credited as attentive and professional while developing leaps and bounds throughout the challenge.
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#10
Student Team Karen Chance, Hayley O’Connor
Not-for-profit Organisation
Industry Mentor
Peter Luiten
James McGoram
The Project Living Economies is an organization that advocates alternatives to modern finance and monetary transactions. They have a nationwide presence and work with local communities on a number of issues. The team’s main objective was to find ways to allow the organisation to connect with a broader audience. They wanted to promote the idea of how a local community benefits from local exchanges. The team initially worked on rebranding the organization and came up with a new logo, rebranded stationary and a brochure that can be distributed at live events. They also created a promotional video to educate people
Karen Chance, Hayley O’Connon
about Living Economies and what they do. To house all this, they created a brand new website. To ensure that the website will be used, they have created screencasts and tutorial videos that will outline how to update the website and its maintenance. The team’s industry mentor was impressed by their determination and commitment to get the job done! The team demonstrated an excellent work ethic and showed a great understanding of the organisation and what they were trying to achieve.
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#11
Student Team Josephine Ross, Karina Tedjapoernama, Rachel Mobberley, Olivia Mills
Not-for-profit Organisation
Industry Mentor
Jenny Hammond, Lani Lopez, Paddy Fahy Kyra Bradcock
‘The value the team has added to our organisation is absolutely colossal. Our organisation was in dire need of a makeover and new direction and what the team has done has far exceeded any expectations we had. They have lifted the organisation to a whole new level and one that will move the somewhat stagnant organisation forward in a most productive way.’ Jenny Hammond, Natural Health Practitioners New Zealand
The Project The New Zealand Charter of Health Practitioners aim is to support and represent natural healthcare professionals in the healthcare sector. It currently incorporates Natural Medicine, Traditional Chinese Medicine and Natural Therapies professions, and embraces many modalities including acupuncture, homeopathy, naturopathy and massage therapy. Dubbed the ‘Designasaurs’ Josephine, Olivia, Rachael and Karina applied their creative talents to ‘bring NZCHP into the 21st Century’ by suggesting a name change, implementing a redesign of all existing promotional items, a redesign of the existing website, introducing the use of social media to reach a younger audience including recent graduates in the natural health area and preparing modality information booklets to increase awareness of the natural healthcare sector.
While the team is still awaiting a final decision on the proposed name change, they have prepared branding guidelines, a template for the Natural Health Guide, and website and blog instructions, ready for the organisation to establish the brand. This team of talented young women have been creative in every aspect of the challenge, from their video blogs to the final product. Both their mentor and community organisation have been impressed with their communication skills and their work ethic of commitment, dedication, co-operation and a very organised and professional approach.
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#12
Student Team Ysabel Elepano, Jaymard Colmenar, Kathleen Nicole Verano, Chino Buquir
Not-for-profit Organisation
Industry Mentor
Maria Kekus
Courtney Lambert
The Project
‘[Our student team] have taught me personally to try new technology and now I can pass this on to the whole organisation’
The Society of Youth Health Professionals in Aotearoa New Zealand (SYHPANZ) was established in 2007 and helps support the development of young professionals in the New Zealand health sector. They aim to build the capacity of the youth health workforce through leadership and relationship development.
Team SYHPANZ modified the organisation’s website focusing on the member page, payment options and enhancing the overall appearance of the site. A number of designs for the newsletter and pamphlet were developed along with a software application that enables SYHPANZ to send out monthly newletters.
Jaymard, Ysabel, Chino and Nikki were tasked with increasing membership levels while strengthening existing membership through the use of effective communication tools. Raising the profile of the organisation within the health industry was an area of key importance to not only raise awareness but also promote much needed corporate sponsorship.
Team SYHPANZ has been described as energetic and passionate while providing and educating the organisation on the appropriate online tools according to their needs.
Maria Kekus, SYHPANZ
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#13
Student Team Tamara Willmott, Daniel Hope, Russel Hope
Not-for-profit Organisation
Industry Mentor
Vincent Dickie
Zeb Reynolds
The Project Tracks is a community led organisation that helps boys transition into young men. Leadership skills and positive reinforcement of life and culture are taught to young boys and their fathers who attend five day camps held in Takaka, Golden Bay.
While faced with a change in direction in the latter part of the challenge, this team showed resilience and strength of character as they worked with both Tracks and their Mentor to pull together a design solution that is modern and clean and a website that is simple to use.
With a goal of expanding out to other regions, Tracks were in need of a modern re-brand. Through the challenge Daniel, Russell and Tamara worked to deliver a new logo, brochure, website and poster to help Tracks build a profile outside of their ‘home base’.
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#14
Student Team Whitney Wainui, Marida Hill, Roxanne Schultz
Not-for-profit Organisation
Industry Mentor
Vicky Buck
Baruch ter Wal
The Project Unlimited School is an institute in Christchurch that uses alternative learning methods to teach the curriculum, with students choosing how to structure their school day and achieve NCEA results. With a focus on real world experiences and international achievement this school is providing a creative learning alternative. Whitney, Sophie, Mardia and Roxanne of Team Unlimited were asked to research and develop the potential for an informational platform that would act as an independent resource for students and non-students alike.
Team Unlimited created mock-ups and detailed descriptions of the potential learnwhatever.com website that helped the community group understand the potential they have to expand into the web. With all the supporting material created during the challenge Unlimited School is in a great place to take the next steps in bringing the site to life. Noted for their positivity and good feel for the client’s needs and expectations, Team Unlimited was successful in their approach and final project outcomes.
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#15
Student Team Ashleigh Whittaker, Samantha McSkimming, Lauren Hunter
Not-for-profit Organisation
Industry Mentor
Emily Harris
Suyin Khoo, Francis Van Beek
The Project Urban Pantry is a new organisation, which has been formed to establish gardening communities within urban, city areas. It pushes the idea of growing your own produce as its eco-friendly and provides opportunity for interaction between community members.
‘I loved the workshops. I think I attended six of them, and left each one amazed at how much I had learned, or how many new ideas I’d picked up that I could implement to improve my organisation.’ Emily Harris, Urban Pantry
With Urban Pantry being so new, Ashleigh, Samantha and Lauren were tasked with developing a brand identity and a marketing solution to help the founder, Emily, establish a strong community and communicate with its members.
To help build awareness and drive traffic to the new site, and encourage registration to the monthly newsletter, the team have also planned a ‘plant bomb’ in which 200 seedlings will be distributed over the city, with a call to action ‘Take Me, Plant Me, Eat Me’ – and the new website address www.urbanpantry.co.nz. The team has been described as incredibly hard working and prepared to challenge themselves to learn new things so that they could effectively deliver on the needs of Urban Pantry.
Team Urban Pantry embraced the challenge, preparing a comprehensive suite of communication tools and a new brand identity including a new logo, tagline, email signature, business card, website, MailChimp newsletter template and they incorporated the new look into Facebook and Twitter Pages.
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#16
Student Team Elise Brinkman, Anna Duckworth
Not-for-profit Organisation
Industry Mentor
Barbara Venville
Vanessa French
The Project Watersafe Auckland Inc (WAI) is recognised regionally as the coordinating body for drowning prevention, including water safety promotion and education. WAI use the structure set out in the governmental Drowning Prevention Strategy and NZ Injury Prevention Strategy to achieve their goal of building a water safety culture within the Auckland region. For the challenge Elise and Anna helped create an online presence for WAI, opening up their channels of communication with the public through the use of Twitter, Facebook and blogging tools. The key issue that the team wanted to resolve was a lack of awareness of who the organisation is and why they are an integral part of the community and its safety.
By creating an interactive blog and linking it to relevant social media, Team WAI enabled the community group to facilitate online discussions on local water safety. Effectively raising the profile of the organisation and increasing the methods of communication. Team WAI also detailed a competition within schools that would enhance awareness within the community while simultaneously producing large amounts of content to use on their social media platforms. The team has had great feedback, with Elise and Anna being described as being very confident with enthusiastic attitudes towards their project.
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#17
Student Team Jessie Farmer, Jack Baigent, Rachel Rider
Not-for-profit Organisation
Industry Mentor
Graeme Thorpe
Dan Phillips
The Project Youthtown’s purpose is simple — to inspire young people to realise their potential through physical, social and creative experiences. Helping New Zealand’s youth to succeed and flourish is what drives our organisation and motivates our team. Jessie, Jack and Rachel identified that there was a lack of awareness of the full service that Youthtown offers, with many people assuming that Youthtown was simply for after-school care and school holiday programmes.
‘On a personal level it helped reassure me that my knowledge and skills can be helpful to those coming into the industry.’ Daniel Philips, Saatchi & Saatchi
Through the challenge, Team Youthtown worked to educate 13-18 year olds about the various programmes that Youthtown run, and help increase the ‘cool factor’ by partnering with well known kiwi celebrities who
participated in activities that represented Youthtown’s motto of Physical, Social and Creative. This activity was filmed and fed through to a new Facebook page where fans shared the content with their own networks and voted for the celebrity who performed the activities the best. The team was professional with dealing with the public and through their activity learnt a lot about event management. They’re looking forward to running a repeat of the event in Summer, where they hope to build their numbers and Facebook fans further.
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#18
Student Team Lydia Moore, Goma Liao, Ching Carmen, Vanessa Naran
Not-for-profit Organisation
Industry Mentor
Amanda Judd
Tanya Gray
The Project YouthworX was established two years ago by youth workers out of the need for a support system on the North Shore. This small organisation promotes and creates a cohesive youth sector in their area, meeting with organisation leaders every month to assess and respond to their needs. With a variety of functions, including newsletters, training and conferences, YouthworX is heavily involved in all aspects of the youth sector. Lydia, Gina, Ching and Vanessa approached their challenge with the idea of creating an entirely new brand that would appeal to the youth. Through conducting Youth Consultation Board meetings Team YouthworX were able to present a range of ideas and concepts to a panel of youth in order to understand the attitudes of the target audience.
Through consciously targeting the brand to the youth audience Team YouthworX made it easier to communicate with the target demographic about events and services available in the area. The purpose built self-sustaining website created can be used as an online directory and is connected to social media to ensure broad, uniform communication. Team YouthworX have been credited as a group of creative, hard-working students with tonnes of enthusiasm and a strong knowledge of the community organisation. Their professionalism and dedication to the project was consistent throughout the challenge.
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#19
Student Team Kazuko Nishitani, Aksh Malik, Jennifer Sol
Not-for-profit Organisation
Industry Mentor
Andrew Nimick
James Manttan
The Project YrChoice is a programme designed to help young teens make better life choices. They provide guidance through the world of peer pressure and ‘fitting in’, and aim to create awareness of the possible consequences of sexual activity between adolescents, so that teens are not faced with situations which may cause emotional, physical or psychological damage. Aksh, Jennifer and Kazuko needed to approach this sensitive issue with care, and develop a solution that appealed to young teens, without appearing as ‘adults trying too hard to be cool’.
‘The [yMedia Challenge] project will be a cornerstone of the work to be done over the next few years.’ Andrew Nimick, YrChoice
to progress the story forward, with the outcome changing based on the reader’s choice. Using the interactivity of digital, they integrated the comic into a Facebook page, and developed supporting print material to be used at in-school presentations. Team 19 have been praised for their impressive communication, (despite team members being in three different countries throughout the challenge, and the community organisation run outside of Auckland), and their creative approach to what can be perceived as a difficult topic for young people.
To highlight the importance of making good choices, Team YrChoice developed an engaging magna style comic strip which requires the reader to make a decision
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#20
Student Team Kelsey O’Brian, Ashleigh Barnett, Leisa Rennie, Mikaela Kornman
Not-for-profit Organisation
Industry Mentor
Tilda Bostwick
Angela Watson, Jessica Blake
The Project The YWCA has been in operation for 125 years, successfully running a youth hostel and two community programmes that aim to empower women. The YWCA supports and nurtures women towards greater strength, confidence and success by providing resources, opportunities and guidance to enable them to reach their full potential. As a team of four, Ashleigh, Mikaela, Kelsey and Leisa helped promote YWCA’s 125th Anniversary Gala while also building receptivity for the organisation in general. In addition to this Team YWCA created social media outlets for the community group and provided them with in depth training on how to use them.
resources had already been dedicated to the event and needed a successful outcome. To aid the organisation in this venture Team YWCA provided invitation design, posters, advertisements, promotional videos and donation envelopes, all in addition to their social media campaign. Overall, all involved in the challenge noted the diligence and sincerity of the team, along with their professional communication and creative solutions.
A key issue identified was the need to sell tickets to the Gala Dinner as a high amount of YWCA’s time and
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OVERALL value of the yMedia Challenge 2010 Throughout the yMedia Challenge everybody involved pours in hours of their time. An estimate of hours contributed to the challenge shows that approximately 5358 hours were contributed to the challenge by industry mentors, and the student teams. Student teams spent an average of 258 hours on their yMedia Challenge Projects. Industry Mentors spent an average of 9.2 hours supporting and guiding their teams through the challenge. If we value the time each individual contributed to the challenge, the total value of the hours is $267,900. NB: this figure is only counting the time contributed by the participants in the challenge, at a conservative rate of $50 per hour. It does not include the many hours contributed by the crew, supporters, workshop presenters, judges or sponsors.
36 — yMedia Challenge Annual Report 2010
As a more accurate valuation, an independent industry assessment of the work produced by the teams competing in the yMedia Challenge resulted in an average value of $30,000 to $50,000 per project, with the winning team completing work to an approximate value of $65,000. If we base each project at the conservative figure of $30,000, the total value of the 20 projects produced throughout the challenge, is
approximately $600,000
In addition to contributing great value through the projects delivered, the not-for-profit organisations involved also communicated a significant increase in their confidence with using digital/online tools, with the majority stating a: •
‘basic’ understanding (2/5) at the beginning of the challenge, and a
•
‘confident’ understanding (4/5) at the end.
*All figures are estimates only and are based on the information given to yMedia, through the student deliverables, and final project overview and outcome reports completed by all participants in the yMedia challenge.
yMedia Challenge Annual Report 2010 — 37
The Judging proCeSS Based on previous experience of the judging process, and feedback from past judges, this year yMedia modelled the judging of projects around a “dragon’s den” approach. We invited relevant industry professionals to be judges of the 2010 yMedia Challenge. Our judges were: •
Friday O’Flaherty - Creative Strategist, Running with Scissors
•
Nick Harris - Project Manager, Youthlaw Tino Rangatiratanga Taitamariki - representative of the Not-for-Profit perspective.
•
Ana Samways - Editor, Sideswipe and Spareroom.co.nz
•
Sarah Marshall - Marketing Manager, nzherald.co.nz
•
Rachael Devcich - Senior Art Director, Terabyte Interactive
•
Kenneth Williams - Producer, Kiwi FM - representative of the Student perspective, as a yMedia Challenge Alumni.
Over one full day, each student team was allocated fifteen minutes to present their project to the judges. Having had ten minutes set up time, the students spent ten minutes giving a project overview and five minutes answering questions from the judges. The judges ranked projects based on predefined Judging Criteria:
yMedia Challenge Annual Report 2010 — 39
THE JUDGING CRITERIA Project Outcomes / Sustainability • Community organisation’s understanding of and ability to effectively use the project • Sustainability of project (how well the project & learning can be utilized in the organisation post-Challenge) • Documentation (is this something the community organisation will be able to take away?)
/20
Effectiveness • Suitability to the organisation/purpose • Suitability to the target audience • Effective/appropriate use of technology • Was the project to their brief? If not – was it managed/changed in an effective way?
/20
Innovation Point of difference. Working within the constraints set by the organisation, how creative/innovative was the team? Resourcefulness.
/20
User Experience Navigation / intuition. Project flow. How easy is it to find information? Do you ‘get’ what the project is about?
/20
Content Use of text / animation / audio / video. Grammar / spelling / speech / fluency. Relevance / appropriateness.
/20
Design Use of visual elements/colour / placement of elements, use of space / overall appearance / feel.
/20
Overall Quality
/10
Communication
/10
Attitude (including work ethic)
/10
Presentation
/10
Blog usage 3 x one minute videos submitted
/30
Overall Score
/190
40 — yMedia Challenge Annual Report 2010
After the presentations, the judges generated a short list of the top contenders for the prizes of: •
Overall Winner
•
Runner Up
•
Best use of Design
•
Most Sustainable Project and
•
Most Innovative Project
Each judge then further investigated the work of the students in the shortlist, by visiting their blogs, reviewing their online work, and reading the feedback from the team’s Not-for-Profit Representative and Industry Mentor, before deciding on which teams were to be awarded prizes. Returning judges, Sarah Marshall and Nick Harris, agreed that the opportunity to meet and speak to the student teams this year made the judging process much more effective, and ensured that each team was considered consistently and thoroughly.
yMedia Challenge Annual Report 2010 — 41
The aWardS CereMony The Awards Ceremony at the very end of the yMedia Challenge is where our entire community is invited to celebrate the staggering amount, and quality, of work completed in the yMedia Challenge. Held at the Floating Pavilion in Auckland’s Viaduct Harbor, the Awards Dinner showcased each team’s project and the benefits to their not-forprofit organisation. For many involved with yMedia, this event provides real context of the effort put into the yMedia Challenge and the tangible results it provides. This year, to ensure that attendees had a better perspective of team’s projects, each project was presented in a portfolio book on every table as well as in an overview by our MC, Simon Pound. Directors Jade and Eddy summarised the management crew’s perspective of the yMedia Challenge, which was followed by a speech by one of yMedia’s founding partners, Adele Barlow. Adele guided the audience through the progression and growth of the yMedia Challenge, pointing out that not only has the number of participants in the yMedia Challenge increased since just last year, but the overall quality of work produced by the teams has reached a new level. Keynote speaker, Cathy O’Sullivan - Deputy Editor of nzherald.co.nz, shared her perspective of the progress of technology in relation to the nzherald. co.nz website and the innovation used to keep the site ahead of the pack. When the time for award presentation came, every person in the room had their own personal favorites for each award. Judges Friday O’Flaherty and Sarah Marshall expressed their appreciation for the level of quality of work produced by each of the teams - comparable or superceding work being produced in the industry.
yMedia Challenge Annual Report 2010 — 43
And the 2010 winners are: •
Overall Winner - Team Eleven: Natural Health Practitioners Josephine Ross Karina Tedjapoernama Olivia Mills Rachael Mobberley (Massey University, Bachelor of Visual Communication students)
•
Runner Up - Team Five: Child Poverty Action Group Monique Griffin Suneil Narsai (AUT Bachelor of Design students)
•
Best use of Design - Team Five: Child Poverty Action Group Monique Griffin Suneil Narsai (AUT Bachelor of Design students)
•
Most Sustainable Solution - Team Two: Beneficiaries Advocacy & Information Service Stewart Duffy Alistair Mahoney Jackson Coley John Christall (Media Design School, Digital Media students)
•
Most Innovative Solution - Team One: ArtStation Fritha Hookway Plummy Woods Rolen Chetty (AUT Bachelor of Design students)
45 — yMedia Challenge Annual Report 2010
aCKnoWledgMenTS The yMedia Challenge requires careful management and co-ordination, and we’re lucky to have a fantastic crew who dedicate an enormous amount of their personal time into driving the yMedia Challenge each year yMedia Management Crew: Class of 2010 •
Eddy Helm: Since taking the reins with Jade this year to run the yMedia Challenge, it’s hard to imagine the event without her. From co-ordinating sponsors, judges and industry mentors to keeping our crew meetings on track, Eddy has been a real driving force at the head of the crew. With a demanding role at Running With Scissors “during the day”, the rest of the crew have had a tough job keeping up!
•
Jade Tang: Through endless enthusiasm and her naturally sunny disposition Jade is an absolute inspiration for the rest of the management team. Working hard with Eddy to lead the crew, Jade has nurtured the yMedia networks this year by attending events and workshops and connecting with the community organisations involved.
•
Anthea Whittle: Since competing in the inaugural yMedia Challenge in 2007 Anthea has been a constant presence in the management team. This year she has helped as backup to Eddy and Jade in running the Challenge, while architecting and managing yMedia’s website, contributing to strategy and copywriting. Anthea’s skills in project management and business development have been honed in her fulltime role at Terabyte, and they have been to put to good use as part of the crew.
•
Tim Holmberg: Returning to the management crew after last year’s challenge, Tim has graduated from AUT and has been working full time in Public Relations. He’s brought his skills to the table yet again, as part of the yMedia PR team and in assisting the planning of the awards evening. Tim’s experience as a previous challenge participant has added extra insight, and his sense of fashion and humour has been a delightful addition to the team.
•
Aurelie Rivalant: 2010 has been a big year for Aurelie, from Graduating AUT to finding her own way in the industry; it’s been a pleasure having her “can-do” attitude on board the management team yet again. Aurelie is one of those in the team who lays claim to natural organisation, invaluable in coordinating our biggest challenge ever!
46 — yMedia Challenge Annual Report 2010
•
Emily Shorvon: We can’t think of a single word of negativity to have come from Emily throughout this years’ Challenge. As a participant in the 2009 Challenge she brought her experience of the most recent event to the table, and helped us improve our systems even further. Emily has many talents, and we are thrilled to have supported her in finding her passion for project management, and are now sharing her with her new fulltime employers at Terabyte.
•
Alexandra Schumacher: Another recent AUT grad, Alex has moved effortlessly into the industry with a fulltime role in Public Relations at Porter Novelli. Alex brings her sensitivity and appreciation of the creative process to the team, and has worked as part of yMedia’s PR crew while assisting the general running of the challenge. As part of the runner-up team in last year’s Challenge, Alex’s insight has been invaluable.
•
Kyle Glass: Since the beginning of this year’s challenge, Kyle has moved into a role at Media Design School, who have been long-time supporters of yMedia. Kyle’s superb design talent has been a massive credit to our team – from pulling together beautiful presentations to designing our awards evening invitations we’ve been lucky to have his support, and the insight of his experience as a Challenge winner in 2008.
•
Daniel Waugh: Dan had a helping hand to play in the very first yMedia Challenge, and came back on board this year to lead our communications strategy. As a part of BNZ’s external relations team, Dan has a wealth of experience to offer yMedia and his sense of humour has been a welcome addition to our crew meetings.
yMedia Challenge Annual Report 2010 — 47
•
Lisa Ho: The yMedia crew is proud to count Lisa among our numbers. From her experience working with Tiny Toones to help underprivileged children in Cambodia to her current work with Amnesty International here in New Zealand, Lisa has the most experience among us working in the community sector.
•
Reagan Qiu: After winning the Challenge with Ajay last year, we were lucky to have Reagan offer his skills to help us out in 2010. Reagan is particularly skilled in video production, and was responsible for our new overview video and also contributed to our Awards dinner piece.
•
Ajay Murthy: Winning the 2009 Challenge was just the beginning of Ajay’s involvement with yMedia, this year he has joined the management team as both a yMedia liaison to the teams, and as one of our social media contributors. Well known and active in the social networking and tech/web communities in Auckland, Ajay’s voice is perfect for our channels out to the community.
•
Campbell Gordon: The 2009 Challenge set Cam on a path to web development, and he is now Community Manager for Made from New Zealand. This year he has been helping yMedia as a team liaison and supporting our web crew, while working full time on some wildly successful web projects such as the All Whites website.
The management team was also supported by: • Founders Adele Barlow and Pamela Minett, who sent their support from afar - everything from “Skype Dates” and documentation, to words of wisdom. •
Hayden Hunter, who worked incredibly hard on our brand and web design work and Ben Lilley from Pitch who provided our web development.
•
Grace Taylor who contributed to our awards video, Kenneth Williams for supporting us and attending our management meetings and Max Wu who lent a hand as yMedia’s ‘back up’ designer.
48 — yMedia Challenge Annual Report 2010
ThanK you
PRINCIPLE 1 Remain calm
1. EXPERIENCE
Running with Scissors. How
Q. Are you qualified to advise on my business?
yMedia also acknowledges the time, funds, contra and energy that our supporters and sponsors contributed to yMedia Challenge 2010.
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given that the answer is se
just advertising, then yes, y
see better results by emplo
Running with Scissors. The
the pitfalls of business. The
Running with Scissors mod
Running with Scissors bosses
uniquely structured to ensu
have over 20 years combined
get the best answer to you
experience in advertising, marketing and business. They’ve worked in New Zealand and Europe with brands like Unilever, Pepsi, Mercedes-Benz, Smirnoff, Baileys,
Air New Zealand, NZ Post, Boots, Kraft Food, Diet Coke, Rizla, Cadbury, Royal Mail, Philips, SkyCity, New Zealand Lotteries and Reckitt Benckiser.
Running with Scissors use
processes to get a thoroug
understanding of your busi
We identify the key problem
then use Eclectic Creatives of creative people from div
backgrounds (not just adve
to develop a range of solut
Once we’ve agreed upon th
solution, our Delivery Partn
2. QUALITY
who are specialists in their
Q. Will your model give us a better result than our existing advertising agency?
field, are engaged to ensur implementation is as good
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If the answer to your problem is
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yMedia Challenge Annual Report 2010 — 49
In Summary yMedia’s core purpose is to connect tertiary students, the industry and not-for-profit organisations to develop and implement new media initiatives for collective growth. We’ve certainly seen our students embrace new projects and grow, learning everything from how to manage their time effectively to how to apply new technical abilities. We’ve seen our not-for-profit organisations increase their own knowledge and skill with online tools, and truly grasp the need for building strong brands and communicating effectively with their own communities. We’ve seen our mentors, workshop speakers and supporters from the industry willingly share the knowledge and advice that can only come from experience, while also thriving on the youthful optimism, and new creative energy of our student teams. yMedia itself has also grown in many ways this year. We’ve undertaken a complete rebrand to better position ourselves as leaders in forming valuable connections between the community, students, and the industry; introducing a recognisable brand mark utilising a venn diagram which depicts the connections we foster. We’ve built a new website, providing a central information hub for both yMedia Challenge participants and the wider community to capture registrations and queries, share resources, profile community groups, students and mentors, host team blogs and showcase work produced throughout the challenge. We ran a series of eight workshops designed to help students and community groups understand the importance of building your brand and connecting with your audience/ supporters and ultimately help to increase the quality of the projects produced through the challenge itself. We’ve grown in numbers from 12 teams in 2009 to 20 teams participating in the yMedia Challenge this year; comprising 62 students, 28 individual mentors and 20 different not-forprofit groups. And our management team has grown from a core of eight people in 2009 to at least 13 people regularly giving their time to facilitate the yMedia Challenge.
50 — yMedia Challenge Annual Report 2010
The yMedia Challenge judges expressed their appreciation for the level of quality of work produced by each of the teams involved with the challenge - comparable to or superseding work being produced in the industry. And an independent assessment of the projects completed through the challenge saw them valued at an average of $30,000 - $50,000. We believe that we have achieved collective growth.
We now look forward to clarifying our next steps and applying our learnings from this year to improve the yMedia offering. Our initial goals for 2011 include: • Maintaining the sustainability of the yMedia Challenge through sponsorships and increased value exchange (finance, goods and services) • Building stronger relationships with tertiary institutes to complement core course offerings and structure • Improving process and structure to ensure continued and increased value is delivered to all those who participate in the yMedia Challenge • Continuing to learn and grow.
“ As your island of knowledge grows, so does your shoreline of wonder. ” Anon
yMedia Challenge Annual Report 2010 — 51
www.yMedia.co.nz