Download FROM: Christopher Davis, Director of Marketing Analytics and

FROM:
Christopher Davis, Director of Marketing Analytics and Strategy,
(former Director of Web Communications)
RE:
Web Standards (updated and revised August, 2014)
Philosophy
www.philau.edu — along with its subdomains, sub-folders, and mirrors 1 — is first and foremost a
recruitment entity. Recruitment is understood to be the conscious effort to by Philadelphia University to
present itself as a cohesive, professional institution to encourage the engagement of prospective
students, industry partners and donors while meeting the needs of all visitors, including current faculty,
staff, students, alumni, family and friends.
Goal
To ensure that the PHILADELPHIA UNIVERSITY’s website is developed as a leading-edge,
recruitment-driven tool that reflects and shapes best practices in web communications.
Objectives in Pursuit of This Goal
1.
2.
3.
4.
5.
To support the University brand online
To ensure accuracy, maintain currency, and strive for excellence online
To manage site infrastructure and facilitate content management
To develop new solutions for University Communications
To assist the Public Relations and Marketing department with daily operations
Strategies to Meet These Objectives
1.
2.
3.
4.
1
Disseminate web policies, standards, and procedures.
Regularly supervise and consult with campus department and academic programs
Implement a system of global updates and maintain common aspects of design
Manage and support the use of the university’s content management system.
http://www.philau.edu is understood as the domain. A subdomain is a part of the larger domain in the DNS
hierarchy (hosted on campus or otherwise); for example, http://faculty.philau.edu is a university hosted
subdomain while http://events.philau.edu and http://designportfolios.philau.edu are the product of third-party
hosting). A subweb is a Microsoft term understood to mean a folder within a domain that has restricted authoring
permissions (e.g., http://www.philau.edu/undergraduate). All subwebs are sub-folders, but not all sub-folders are
subwebs. Mirrors include http://www.philadelphiauniversity.edu and http://www.philau.com.
Web Design and Development Standards
Overview
Guidelines as outlined in this document apply to pages hosted on http://www.philau.edu, its
subwebs and sub-folders. Additionally, many of the general page standards discussed later in this
document represent best practices that are encouraged, but are not mandatory on a select few subdomains: http://faculty.philau.edu, http://students/philau.edu, http://orgs.philau.edu, and others
that fall under the purview of the Office of Information Resources.
For sake of accuracy, consistency, and ease of use, it is recommended that web pages published by
any university department or school should follow certain minimum ADA and W3C standards (more
information available at http://www.ada.gov/pcatoolkit/chap5toolkit.htm and
http://www.w3.org/standards/)
If there is a question regarding the standards and practices as they apply to the web that is not
covered in this document, please contact the webmaster at [email protected] or call
215.951.2851.
Maintaining standards beyond the ADA and W3c
1. to ensure comprehensive, correct and current information to visitors
No department or school, service or resource is an island. As such, it is imperative that
accuracy and currency of web content be viewed as a shared means of communication,
and not a proprietary end in the service of a specific agenda.
2. to guarantee a level of accessibility to all visitors, including those with and without
disabilities
As an institution of higher learning, it is our duty to adhere to a minimum of design and
development standards that meet current standards established by the World-Wide
Web Consortium (W3C) and Americans with Disabilities Act (ADA) as well as provide all
audiences with clear pathways and cohesion of presentation.
3. to present an image of PHILADELPHIA UNIVERSITY that is consistent with current
branding and recruitment efforts
Unless otherwise identified as the intellectual property of an individual or individuals entitled to
copyright, material on University servers should be identifiable as being provided by PHILADELPHIA
UNIVERSITY. Material hosted on University servers without proper markup to identify ownership
invites confusion. Where given content clearly belongs to and is a product of PHILADELPHIA
UNIVERSITY, every effort should be made to reinforce current branding and recruitment campaigns.
Web content on pages bearing official PHILADELPHIA UNIVERSITY information should be
professional, provide user-friendly navigation, and avoid use of any animations, scripts, or redirects
not sanctioned by the Office of Marketing and Public Relations that may delay or dilute the message
in regard to ownership.
As you browse this document, be aware that one or more of the above-mentioned goals is always at
the root of any policy decision, and that adherence to the standards herein is recommended to ensure
that our objectives are met.
Management and Responsibilities
Ultimate responsibility for the campus web presence rests with the Office of Marketing and Public
Relations ([email protected] or 215.951.2851) who appoints a Director of Marketing Communications to
oversee the operation of the website with the cooperation of Office of Information Resource’s
Network Administrator.
Support of the hardware and software for the main campus web server is assigned to the Help Desk
([email protected] or 215.951.4OIT)
Members of Web Communications Committee, made up of members of the President’s Council, the
Office of Public Relations, and others helps to determine strategies, policies, and procedures as they
relate to PHILADELPHIA UNVERSITY and its presence on the web. This group meets semi-annually to
discuss the future of the web.
Editorship and creation of web content on www.philau.edu, its subwebs and sub-folders, rests with
the Office of Marketing and Public Relations, who, in turn works directly with deans, program
directors and representatives of administration.
All departments and similar units are required to have a presence on www.philau.edu which is in
compliance with standards outlined here. Individual department heads are ultimately responsible to
see that their respective unit's web content is current, correct, functional, and standards-compliant.
Department heads are required to have, at minimum, one individual to be the official web editor.
Appointees acknowledged by the Office of Marketing and Public Relations as content managers are
given opportunities for both individual and group training (when available).
All Web page authors and editors are responsible for insuring that the pages they create take into
account the standards described in this document, follow individual departmental standards that may
be outlined by deans or directors, observe copyright regulations, and adhere to all local, state, and
federal laws, as well as any other University policies regarding conduct.
The Director of Marketing Communications and team comprised of designers, developers and digital
marketing staff are authorized to edit, override or remove any material that does not comply with
these standards, if said material is in violation of copyright or law.
As a courtesy, the Director of Marketing Communications will notify authors of any alteration or
removal of content within pages on www.philau.edu not otherwise related to standards; notification,
however, is not guaranteed nor is it required if the Director of Marketing Communications deems the
change(s) urgent or necessary when content is in violation of the brand or, especially, the law.
Similarly, notification will not be given by the Director of Marketing Communications or the Office of
Information Resources’ Network Administrator if the server-side properties of any given file change as
a result of server migration or upgrades. Such changes, by their nature, do not affect content.
Browsing Permissions
All areas of www.philau.edu that are not prefaced by the secure https:// (SSL) prefix are public and
open to all visitors. Certain areas beyond the public server, including development servers and other
password-protected areas, are accessible only to users with a valid university network login and
password. Those experiencing problems with their standard login and password should contact the
Technology Help Desk.
Access to WebAdvisor, the University’s web-based management tool (portal at
www.philau.edu/webadvisor), is independent of the browsing permissions outlined above, and is the
province of the Technology Help Desk.
Authoring Permissions
Permission to write to web pages is either granted by the Director of Marketing Communications of
Network Administrator, depending on the domain or subdomain where access needs to be granted.
The Office of Information Technology will routinely check with the Director of Marketing
Communications before granting new permissions on www.philau.edu , its subwebs and sub-folders.
To check if author permissions are granted, an individual should contact the Technology Help Desk.
The Director of Marketing Communications will consult on the setup of permissions, and explain
how/why access may be granted or denied on a case by case basis.
Authoring and editing permissions within the purview of the Office of Marketing and Public
Relations primarily involve those pages housed within the university’s content management system
(or CMS). For more information, see the section of this document regarding CMS below.
Authoring in areas outside of the university main server, like WebAdvisor, the faculty and staff
directory, the campus store site at www.philaucampusstore.com, and Athletics at
http://www.philaurams.com is limited to only a few individuals. If you would like to see a change to
pages on any of the aforementioned sites, contact the webmaster.
Content Management System (CMS)
All content creation and editing by appointed or accepted department or program content manager is
to be conducted via the university’s content management system, Cascade Server. Browser-based,
Cascade Server can be accessed by visiting http://cascade.philau.edu.
Editing and authoring permissions to Cascade Server should be submitted in writing to the Director of
Marketing Communications or to [email protected]; emails should specify the URLs (i.e., web
addresses or areas of site corresponding to what is commonly considered a “link) to which the editor
would like access.
Cascade Server is configured in such a manner as to prevent content creators and editors from
affecting any portion of pages other than what is commonly considered “the body.” This area is
understood to be the portion of the page not associated with branding elements, a universal header
and footer established by the Office of Marketing and Public Relations, the auto-generated right-hand
navigation found throughout most of the site, and the call-outs or special features that often appear
below said right-hand nav.
General Page Standards
The University’s homepage (www.philau.edu/index.htm, i.e., the default page of the domain) is the
sole responsibility of the Office of Marketing and Public Relations. No other office can or will be given
editing permissions for this page.
Similarly, access to the University’s primary online news outlet, PhilaU Today, at
http://wordpress.philau.edu/today will not be granted outside of the Office of Marketing and Public
Relation (for more information regarding the University’s use of WordPress, however, see the “blog”
section later in this document).
The following standards apply to all official PHILADELPHIA UNIVERSITY web pages, home or otherwise.
Content other than official PHILADELPHIA UNIVERSITY pages should not be housed in departmental
web page areas. This includes file swapping or sharing of any personal nature.
Content for any other organization, including professional organizations, may only be housed on the
PHILADELPHIA UNIVERSITY server by specific prior agreement with not only the individual
organization, but also the Office of Marketing and Public Relations. A decision to grant an outside
organization space on the PHILADELPHIA UNIVERSITY web server will be made based on
PHILADELPHIA UNIVERSITY’S contractual and/or professional obligation to the organization in
conjunction with, where necessary, members of the Office of Student Engagement.
Content for student organizations should be housed in the http://orgs.philau.edu/ subdomain. Any
recognized student organization may request space there by contacting the webmaster or Technology
Help Desk.
Content belonging to faculty members should be housed in the http://faculty.philau.edu subdomain.
Any recognized faculty member may request space by contacting the Technology Help Desk. Faculty
pages are not supported by the Office of Marketing and Public Relations and the use of Cascade Server
is not extended to these personal pages. The Office of Marketing and Public Relations will, however,
be happy to consult with faculty on the types of pages that can and should be created.
Content belonging to students should be housed in the http://students.philau.edu subdomain. Any
recognized student may request space by contacting the Technology Help Desk. Faculty members may
also initiate requests for student space by contacting the Technology Help Desk.
Please note: general page standards as they are outlined here may not apply to the subdomains listed
above, but are provided to all members of the University community as tips for best practices.
Once a set of web pages has been posted, content managers should avoid reorganizing the material in
ways the change the file names of any part of the material. There is no way to determine how widely
existing URLs have been bookmarked or linked to from other locations. Arbitrary name changes will
cause content to seemingly disappear. If a name change is unavoidable, request that a redirect be set
by the webmaster.
Additional information regarding file naming, file removal and the moving of files to other folders and
directories will be covered in materials provided to content editors at the time of their Cascade Server
training.
All pages should be properly title and META tagged (the former is an absolute minimum requirement;
the latter is not). If you need help with TITLE or META tags, contact the webmaster. Proper TITLE and
META tagging supports search engine optimization.
Redundancy is confusing. Certain canonical documents are maintained as a single official copy on the
web server. Departments are not allowed to replicate or restate information available in canon
documents (e.g., course offerings, admissions standards, degree requirements, etc.) but should rather
create links to the relevant portion of the official document. Fracturing core content across the server
leads to inconsistencies, incorrect information, and confusion. No single department or school owns
content. Content is not to be viewed as proprietary. Instead, it is to be shared.
At levels deeper than the section’s home page, content editors are encouraged to manage and shape
text-based contents, create new content, maintain currency of content, and confirm validity of
external links (and report 404 – Not Found errors to the Director of Marketing Communications);
changes to structural elements, however (foundation links to other areas of the university site,
graphics, colors, etc.) are not allowed as they may cause a ripple effect throughout the site (causing
problems in the site index, search engine indexing, etc.).
As with the department and/or program’s home page, use of the official University header and footer
must be followed and cannot be circumvented. These elements are included in the standard style
sheet that is supplied with all migrated material and newly developed pages. Exceptions may occur,
but must be approved by the Director of Web Communications.
Sponsorship, Advertising and External Links
Generally, PHILADELPHIA UNIVERSITY web pages may not include any paid external advertising.
However, there are instances where a department may acknowledge support or sponsorship from an
external entity. There is specific University policy that governs what may and may not be included in
such an acknowledgment. Those wishing to make such acknowledgments within their web pages
should contact the Office of Marketing Public Relations for guidance. Where applicable, reciprocation
on sponsors’ sites is encouraged.
Links to sites outside of the PHILADELPHIA UNIVERSITY network should be clearly labeled and coded
to initiate in a new browser window. If you do not know how to set hyperlinks to initiate in a new
browser window, contact the webmaster.
Links: Internal vs. External (Relative and Absolute)
When linking to external resources, an absolute link is also used. This type of link is understood to be
one where the syntax of the URL is complete, including http:// (for hyper-text transfer protocol) and,
where specified, www (for the world-wide web partition) followed by the domain name (anysite.com)
and any sub-folders and files branching from said domain.
On the university server, however, links should be written as relative paths, wherever possible.
Cascade Server will manage such links for editors. Those with questions should contact the
webmaster.
Provide prompts, indicating size and type of file, when linking to video, audio, or other specialized
content that is not otherwise embedded in the page. Provide warning on links that will lead the visitor
to restricted pages where they will need to provide a password.
Use meaningful, descriptive linking text on all links (i.e., avoid simply “click here”). Instead, be
informative (e.g., “click here to download an application (PDF)”) as text-readers for the visually
impaired require this level of compliance for meaning and context.
Maintaining proper links aids in search engine indexing by helping search engine spiders or robots
follow logical paths.
Page Templates
Cascade Server users will automatically be delivered their area’s default template upon login. There
are only a few accepted templates at this time. They are as follows:
Example of newer responsive page design for administrative departments introduced in 2013
Example of still widely used branding for administrative department introduced in 2011
Example of latest responsive page design within colleges, schools and programs introduced in 2014
If you encounter while browsing any page templates on the main public server at www.philau.edu
that do not correspond to these templates and appear older, let the webmaster or Office of Marketing
and Public Relations know.
A Note on File Naming
Consistency in file naming is essential to server maintenance, indexing, and linking.
DOs
•
use all lowercase letters in file naming. While it is true that our server supports mixed upper
and lower case assignment, you are assured browser compatibility with all lower case
characters.
•
promote mixed upper and lowercase in marketing materials as it relates to the University’s
home page of www.PhilaU.edu. As most browsers now recognize the protocol, the http://
prefix is not necessary when representing the University’s home page in print.
DON’Ts
•
Don’t use spaces in file names (e.g., new page.htm). Spaces aren’t resolved properly in some
browsers and need to be reported as %20 to avoid errors. If you need to visually separate
words in a filename, use the underscore ( _ ).
•
Don’t exceed a sensible number of characters in the naming of folders or files. Use common
sense.
•
Don’t post Microsoft Word documents. Instead, render all docs as Adobe PDF. If you need
assistance with converting Word documents to PDF, contact the webmaster.
•
Don’t arbitrarily rename an existing file on the server. Once a file has been posted, it
becomes part of a larger network of indexes and links. Changing a name at this point can
effectively hide a file unintentionally and disrupt links
Dynamic Calendars
Among the dynamic content on the website are dynamic calendars generated by a service provided by
Localist at http://events.philau.edu. A decentralized browser-based system, the Localist calendar allows
for dynamic content management and client-side tools for extensive interaction with the calendar. To be
given administrative access to the calendar, contact the webmaster or the Director of Marketing
Communications.
Blogs
PHILADELPHIA UNIVERSITY currently runs WordPress software on the server to facilitate blogging for
various departments, including the President’s Office. Anyone interested in blogging in an official
University capacity should contact [email protected] before setting up a blog on their own.
Academic freedom allows for professors and students to, of course, independently blog if they wish, but
staff should work with the Director of Marketing Communications if the intended blog is intended as an
extension of PHILADELPHIA UNIVERSITY’s website.
In general, all interested bloggers are encouraged to first consider their level of commitment to regular
postings, as blogs sanctioned and hosted by the University should contain current entries. Blogs hosted
on the server and /or feed via RSS to University web pages will be discontinued if content shows no new
updates for a period of six months.
RSS feeds
Understood as “Really Simple Syndication,” RSS feeds are popular as they allow for dynamic generation
of content to otherwise static pages via aggregating tools that collect XML data and embed content into
a web page. Currently, PHILADELPHIA UNIVERSITY uses RSS feeds to its home page for display of content
from its daily newsletter PhilaU Today and to feed various departments and programs content from
their blogs..
RSS feeds can also be setup for the display of blogs and/or the mix-in of content from professional
organizations, publications, and other sources. For more information, contact [email protected].
Social Networking sites
Services like Facebook, Twitter, LinkedIn and others which fall under the umbrella of social networking
communities are to be used at the discretion of the individual, providing entries represent the individual
and not the institution. Official institutional presence for colleges, departments or programs on social
networking sites must be managed with the help of the Director of Marketing Communications who can
advise in regard to strategy and compliance with the brand.
Hosted Audio and Video
There are numerous outlets for the hosting of audio and / or video. Official PHILADELPHIA UNIVERSITY
audio and video content get posted to iTunes University at http://itunes.philau.edu. Selected video is
also posted to the University’s YouTube account at http://www.youtube.com/user/PhiladelphiaU.
Questions regarding hosted audio / video should be directed to [email protected].
Security and Privacy
All data collected via active server or “mail to” forms raises the larger issue of security and privacy on
Philadelphia University servers. While a privacy policy is not within the purview of the current
document, it is understood that the University does have a policy regarding privacy and that this
document is available online at http://www.philau.edu/about/privacypolicy.html.
For purposes of the current web standards document, it is important to note that the university does
maintain a secure server, and that all transactions involving sensitive information need to be conducted
on this server. Look for https:// in the address bar to verify secure server technology.
Pages that ask for or report or solicit sensitive information (credit card info, social security numbers,
etc.) which are on the public server (http://www.philau.edu and all its subwebs, sub-folders,
subdomains and partitions) will be removed in the interest of security. If you are aware of such pages,
please notify the webmaster.
Style Guidelines
Content standards, including use of logos, images, colors, fonts and other elements of style can be found
in the University’s style guidelines document at http://www.philau.edu/StyleGuide.
Use of Content not created or owned by Philadelphia University
International copyright infringement laws apply to the use of any content not created or owned by
PHILADELPHIA UNIVERSITY. Hosting of graphics and / or text from other websites beyond PHILADELPHIA
UNIVERSITY domains is not permitted (i.e., content managers cannot “copy” graphics and / or verbatim
text from other sites and “paste” it into University web pages) without the expressed written permission
of the content’s owners. Instead, links to content of this type should be created.
Use of clip art and / or photographs or other rich media is restricted to those files either purchased by
PHILADELPHIA UNIVERSITY or those items in the public domain.
Freelancers and other forms of Outsourcing
On occasion — due to constraints of time, etc. — there will be a need to outsource work that cannot be
done by either the Office of Marketing and Public Relations or content editors. The use of freelancers
must either be initiated or approved by the Office of Marketng and Public Relations insofar as any
outsourced work is to be posted on University servers.
Beyond www.PhilaU.edu
Rules as outlined in this web standards document generally apply to all pages housed on PHILADELPHIA
UNIVERSITY’S main server at www.PhilaU.edu. However, the best practices discussed extend to faculty
pages at http://faculty.philau.edu, student organizations at http://orgs.philau.edu, and elsewhere
insofar as recommendations (and not a guarantee of assistance with content or use of technology) are
concerned).
NO department, individual or entity should register their own domain (insofar as the content is
University related and to be hosted on a University server) without first consulting with the Office of
Information Technology.
All domain registration requests should be processed through the Technology Help Desk if material is to
be hosted by PHILADELPHIA UNIVERSITY.
In addition to its primary educational institution registration, PHILADELPHIA UNIVERSITY owns a number
of additional domain names.
The following are maintained as mirrors:
http://www.philau.com
http://www.philadelphiauniversity.edu
http://www.philadelphiauniversity.com
http://www.powertodo.com
http://poweredtodo.com
The following domain is being used for e-commerce:
http://www.philaucampusstore.com
The following domain is registered by a third party vendor (Presto Sports) for Athletics:
http://www.philaurams.com
The following subdomains are hosted by third-parties using CNAME
http://designportfolios.philau.edu
http://events.philau.edu
http://map.philau.edu
Editing permissions on any of the aforementioned subdomains are limited; contact
[email protected] for more information.
Summary and Conclusion
The Office of Marketing and Public Relations strives to create a cohesive University website that
presents visitors with a unified experience that supports the University brand.
Any / all questions regarding the website or matters relating to web communications should be directed
to [email protected].
On a final note: although following the web standards outlined here will help a great deal in making
pages accessible by persons with handicaps, there is much more information available on this topic.
Those wishing to learn more are encouraged to visit the World Wide Web Consortium and their Web
Accessibility Initiative at http://www.w3c.org/WAI.