1. New Perspectives New Solutions
Frank Mockler, Head of Programme Standards
Daniel Palmer, Head of Market Development
Budapest 2016
New Perspectives New Solutions
Good morning! Dan and I plan on sharing with you over the next 40 mins or so some thoughts and some specific examples of how we can start thinking a little differently about our programmes and how that can impact on the solutions that we develop and provide. We’ll pick up some of the concepts introduced by Damien earlier, and add a bit more detail.

2. Outline
We have new perspectives on our existing programmes, and exciting plans for future development
This presentation will bring together both elements to describe what actions over the coming year to:
Encourage a better understanding and more targeted focus on the different needs of our customers
Ensure new product development provides solutions which meet these needs
We’re taking about new perspectives, new solutions – in other words, different ways of looking at the successful experience of ICDL, and also practical activities that build on this and preserve this success. And that’s what we want to highlight. Dan’s going to talk about more targeted ways of communicating with the users of ICDL and how we address their needs; I’ll then give information on specific programmes and solutions that have been recently completed or will be happening over the coming year to support these needs.

3. Typical Candidate: Ireland
14 years old
Studying ECDL at school as preparation for further study and future workplace
Funded by parents
Base - especially Essentials
I wanted to start with a question about how we see ourselves – imagine we stopped someone in the street in your country – let’s assume for a moment they know about ECDL – if we asked them ‘what is ECDL’ what do you think their answer would be. In Ireland they are probably…. So their answer will reflect that.

4. Typical Candidate: Singapore
All ages
Attending ICDL training at a commercial company as part of workplace skills development programmes
Funded by government
Advanced modules
But by contrast in Singapore. Of course there are many more examples, even within Ireland and Singapore of different candidate profiles, but my point is that there is a huge diversity in terms of the ICDL experience.

5. “our programme is for everyone”
At the moment, we deal with this in a few ways. We make universal statements – it is for everyone – and say things like the highlighted text here. Either for work or for study. And we present a standard set of modules to choose from.

6. “ICDL is relevant for workforce sector”
When we are talking to the workforce sector, we present largely the same arguments and the same programmes, just seen from a different angle – so here’s an example of the typical copy we would use, with the same modules there

7. “ICDL is relevant for education sector”
And again for the education sector, we present the same thing, just from a different angle. None of this is wrong, but as we Frank will explain, if we want to be more successful we have to better understand and address the differing needs of these two groups

8. How do we address different needs?

9. Education vs Workforce?
It’s true that these two sectors are not independent of each other - and an important component of education is workforce preparedness
“‘Hiring professionals who regularly evaluate the qualifications of new entrants … believe only 20% of job hires are “very qualified for their new position”’
Junior Achievement USA Report 2014
We can to promote ICDL as a crucial tool for education-employer engagement
“Effectively implemented employer engagement will support and change agendas, challenge current education practices, promote greater connectivity between the worlds of education and work, smooth transitions for learners and enhance the quality of education and training provision”.
Quality and Qualifications Ireland (QQI report 2014)
Dan highlighted how our current activities can be view through two difference prisms – Workforce and Education. However, we need to be careful not to overstate the difference the can be implied by different sectoral perspectives – there’s a few points worth reiterating about how education and workforce are not alternatives but two sides of the same coin.

10. However…
Recognition that there are substantive differences between the motivations and requirements of individuals and institutions in the education & workforce sectors
Risk of appealing to neither if we try to continue to appeal to both.
As our programme becomes more sophisticated, we have an opportunity to respond to these differences….
A single 7-module certificate
Additional certification modules
ICDL Profile, modular flexibility ?
Nevertheless, we have to acknowledge differences between individuals when they approach ICDL.

11. Education vs Workforce
Imagine we could approach things in a different way that would
Allow us to package our programmes to ensure their benefits can be appreciated by both sectors (talking their language), whilst maintaining a single common standard
Open the door to more specific/targeted programmes in future, developed for specific sectors
How would this look?

12. Common Standards Current Modules Operations QAS Values Workforce ? ?
Education
At the heart of what we do is – and will still remain – a set of common standards. These standards take a variety of forms – they might be the learning objectives in some of our syllabi, which remain consistent and applicable to individuals and orgisations in all areas; the might be the standardised approach to operations, for example through testing and certification approaches; they might be the QA standards that underpin these – and they are also the core values of ECDL – social responsibility, a quality focus, and an independence from technology vendors. However, when we view through the prism of Workforce and Education, we can see that there space for solutions that use these central “standards” but logically only appeal to one sector. These solutions might be certification programmes or other activities relating to competence development.

13. How? Campaigns New programmes
So what does all this rather abstract discussion mean? It means specific actions around how we communicate and market ourselves – as expressed through campaigns – and it means specific development to create new solutions that meet these specific needs – as expressed through new programmes.

14. New Campaigns

15. ICDL WORKFORCE ICDL EDUCATION New Campaigns ICDL WORKFORCE
Presenting solutions that answer the needs of organisations, employers and employees
ICDL EDUCATION
Presenting solutions that answer the needs of students, teachers and education policymakers
ICDL WORKFORCE
We have two new campaigns, aimed at specific sectors for the first time – Education and Workforce. These go further than previous campaigns by incorporating the new sub-brands of ICDL Education and ICDL Workforce. Before we get into the detail of how this works, let’s look at how this fits into our overall brand strategy

16. Building on our previous guidelines
Identity Guidelines
The underlying principles of our brand identity were formalised in the Identity Guidelines which were published in their current form in 2013 – these are unchanged…

17. Building on our previous guidelines
Campaigns & Guidelines
Identity Guidelines
In 2014 we built introduced new campaigns – expressions of the brand in specific settings – with associated guidelines

18. Building on our previous guidelines
Campaigns & Guidelines Update
Campaigns & Guidelines
Identity Guidelines
In 2016 we are expanding and updating those campaigns to reflect the new strategic direction that Damien outlined earlier, and to facilitate the introduction of new solutions that Frank is going to talk about very shortly. Our existing brand language, logos, colours, typefaces and so on all remain the same – which means that all your current materials and campaigns are still valid and appropriate – but you can now start to use the updated guidelines to evolve your approach along with us.

19. In your Forum packs you have a folder with this booklet in it - the update booklet contains both the 5 existing campaigns – we’ll recap those in a second – plus the 2 new campaign areas – each of which has 2 variants. So that’s 9 campaign variants in total, all in the one place.

20. Existing Campaigns “Start to Succeed”
We won’t spend too long on this, but just to recap

21. Existing Campaigns
“Skills for…”

22. Existing Campaigns
“Profile”

23. Existing Campaigns
“Up”

24. Existing Campaigns
“Re-engage”

25. ICDL WORKFORCE ICDL EDUCATION New Campaigns ICDL WORKFORCE
Presenting solutions that answer the needs of organisations, employers and employees
ICDL EDUCATION
Presenting solutions that answer the needs of students, parents, teachers and education policymakers
ICDL WORKFORCE
Aoife and our design team have done a huge amount of work in building these new campaigns – workforce is a way of presenting solutions that appeal to orgs, education is a way of presenting solutions that appeal to education stakeholders. The distinct campaign areas do have some common features

26. New Imagery
We have sourced imagery specific to particular audiences – parents, schools, workplaces, managers – and for the first time we are also including some abstract imagery. You aren’t obliged to use these exact images, but we hope they will be a useful guide if you are choosing or commissioning your own photography.

27. New Copy
Copy is now highly specific to the particular audience – we have new copy throughout the new campaigns, so I don’t have time to go through every line right now, but the language is generally more uplifting, aspirational and focused the needs of each audience group – so here we see copy aimed directly at parents on the left, and at employees on the right – there are also specific ‘did you know’ boxouts and other details that are aimed at each audience

28. Sub-brands
The two sub-brands- ICDL Workforce and ICDL Education do not have logo marks – rather they have specific stylistic treatments that must be consistently used whether the sub-brand is used in a title graphic or in body text. The specifications for these are laid out in the booklet, but in summary..

29. Sub-brands
the text should always be in all caps and the ICDL part should be in bold

30. Additional Campaigns “ICDL EDUCATION 1”
So let’s briefly look at how these translate into the 4 campaigns. The first ICDL Education campaign is similar to our existing campaigns in look and feel but utilises the new copy and concepts

31. Additional Campaigns “ICDL EDUCATION 2”
The second ICDL Education campaign allows for a more differentiating look, with a full colour wash applied across the imagery

32. Additional Campaigns “ICDL WORKFORCE 1”
The first Workforce campaign introduces a new die-cut graphic shape intended to make our collateral more stylistically consistent with materials traditionally associated with communications aimed at corporates – clean, hard lines – note also that the ‘did you know’ boxouts are cut at the same angle

33. Additional Campaigns “ICDL WORKFORCE 2”
And finally the second variant on the corporate campaigns uses the die-cut shape, the full colour wash, and builds on the corporate styling by introducing abstract imagery for a very clean look and feel. So as this is a lot to process, I wanted to take a few moments to talk you about how you might approach making practical use of these campaigns

34. Our current situation ICDL “all stakeholders” ICDL WORKFORCE
ICDL EDUCATION
At the moment this is where we find ourselves – we have campaigns and offerings broadly targeted at all stakeholders, perhaps with some variation in tone depending on who we are talking to. And we now have the two new sectoral campaigns ready for use

35. Strong in Education Sector Phased Introduction
ICDL
“existing business”
ICDL WORKFORCE
“new workforce sector offering”
ICDL EDUCATION
If you already have a strong presence in the education sector, then it is likely that a lot of your communications are slanted in that direction – that’s a strength, so there is no need to change it. But what we could do is to launch a new offering under the workforce umbrella – new proposal templates, business models, solutions (that Frank will talk about in a minute) and target audiences

36. Strong in Workforce Sector Phased Introduction
ICDL
“existing business”
ICDL WORKFORCE
ICDL EDUCATION
“new education sector
offering”
And vice versa if you are already stronger in the workforce sector – you can build an offering for schools

37. New/refreshed market Move straight to phase 2
ICDL
“overall corporate communications”
ICDL WORKFORCE
“workforce sector”
ICDL EDUCATION
“education sector”
But if you are a new market, you can start with two distinct offerings as well as your generic corporate or programme comms.
Ultimately of course we believe that everyone will need to reach this point. Because even if you are currently strong in, say, the education sector, there will inevitably come the time when you need to refresh your offering and focus on its relevance to that sector, and to be ready for further changes in the future.
And no matter the sophistication of the packaging that we put around it, the core differentiating factor will be the products themselves.

38. New Solutions
The new campaigns that Dan has introduced build on what we have before, but add a new, more sophisticated perspective on our customers – and that is also exactly what we are trying to achieve with our new solutions.

39. What solutions can we build?
Activities defined by solution type but ultimately by the needs of the customer
Evolution of solution has already happened – as this becomes embedded, what new opportunities arise?
Offers new possibilities based around common values/standards – because we understand markets better, there may be complimentary activities beyond testing
We can think about new solutions, for example those that might relate to Workforce and Education, noting of course that these new solutions need to be focused on and driven by the needs of the customer.
We’ve already noted how our programme has changed over the last few years – as we look at the flexibility offered to us, we are challenged to investigate further what new opportunities mayarise.
And to go back to our Ven diagram, we want to acknowledge and protect our core standards but look at the “edges” to see what solutions might be especially relevant for what target audience. Also, I use the word “solution” intentionally – certification modules may continue to be central to what we do, but we should also explore other types of product relating to our central concern of developing IT knowledge, skills, and competence among users.

40. New Solutions ICDL WORKFORCE ICDL EDUCATION ICDL Digital Marketing
ICDL Compass
ICDL EDUCATION
ICT in Education
Computing
Managing Online Information
ICDL
Word Processing, Spreadsheets, Using Databases, Presentation
Digital Citizen
Focus on product development isn’t just aspirational – it’s led to specific activities that are both built on our existing successful programmes, but also support our two strategic pillars of Workforce and Education. Some of this activities cut across both areas – but some are focused on the specific sectoral requirements. Over the next few minutes, I’ll give you additional information on these – in particular, I’ll try to summarise some of the key features of these programmes -1. What – what are the all about? 2. Why – why did we develop it, and what specific need and target audience is being addressed by the programme? 3. How – what are the key delivery features of this programme? 4. When – at what stage is the development process and when can I get started?
This will allow you as operators to make informed decisions about implementation. We know that not all of these solutions will work – or be needed – in all markets at this stage – however, we would urge you to consider their potential, especially if they could support development of new business in one of the two sectoral pillars of Workforce and Education. Also, this is a flexible structure – if you see a digital marketing opportunity in schools go for it!

41. Digital Marketing ICDL WORKFORCE
An increasingly important activity for all organisations – private and public.
What – a certification programme covering the essentials concepts and skills relating to the fundamentals of digital marketing including:
SEO
Social media management
Online marketing and analytics.
Why – to provide a certification solution in area where there is recognised demand a considerable informal / formal training.
How – certification tests (manual and AQTB) supported by courseware.
When – syllabus signed off, tests (manual and AQTB) to be complete in June. Courseware due in July. Launch from September 2016.
ICDL WORKFORCE

42. ICDL Compass ICDL WORKFORCE
Helping organisations understand their current and desired digital competences
What – a skills assessment tool that allows organisations to understanding their competence needs and their staff’s development opportunities:
Based on 32 common competences
Completed by individuals at their desks
Team and organisational-level data generated.
ICDL WORKFORCE

43. ICDL Compass ICDL WORKFORCE
Why – to provide a solution for organisations who want to better understand their competence needs – and for operators who may want to convince them of ICDL.
How – online tool leveraging from diagnostic question bank to produce detailed reports.
When – specification developed and piloting complete. Specification now available for providers.
ICDL WORKFORCE

44. ICT in Education ICDL EDUCATION
Increasing top-down policy focus on technology in the classroom
What – an introduction to implementing ICT in education
Include ICT in lesson planning
Identify and evaluate resources
Deliver lessons using ICT
Why – to assist teachers who have yet to engage in technology in the classroom
How – syllabus, learning content – including localisable Moodle version – and certification test
When – currently available.
ICDL EDUCATION

45. Computing ICDL EDUCATION
A standard introductory computing module for school kids
What – an introduction to computational thinking and coding
Computational thinking
Algorithms
Coding
Why – to provide a solution for year olds to develop foundational computing skills and knowledge
How – syllabus, learning content / resources, and certification tests
When – syllabus in development. All components available later in 2016.
ICDL EDUCATION

46. Managing Online Information
Focused on media literacy and online research
What – concepts and skills relating to the management of information found online
Advanced searching
Critical evaluation
Organising information
Planning, reviewing and delivering information
Why – to provide a structured solution to developing important media literacy and critical evaluation skills in a practical way
How – syllabus and certification tests
When – available to pilot now.
ICDL EDUCATION

47. WP, SS, DB, PR 6.0
Building on enormous success – almost 1.3m tests in 2015.
What – a revision of Word Processing, Spreadsheets, Using Databases, and Presentation to Syllabus 6.0. Incremental change including:
Technical updates such as cloud storage
Additional good practice items
Enhancement and clarification of existing items.
Why – to ensure ongoing relevance of our very popular programmes.
How – revised syllabus, updated test specification, development of manual test and approval of 3rd party tests.
When – syllabus signed off, test specification for providers to be developed by July Implementation from Sept 2016 on.

48. Digital Citizen Digital Citizen Plus
Providing introductory skills and knowledge
What – a revision of EqualSkills to include components of e-Citizen including:
Technical currency
Social media
E-Government.
Digital Citizen Plus builds toward ICDL Base profile.
Why – to introduce digital skills; to provide a first step to ICDL.
How – trainer-led workbooks; assignments; localisable content.
When – available now with Tablet version to follow
In addition, we have other things on the way – Data Entry, Train-the-Trainer, Advanced 3.0, ICT Troubleshooting, Data Analytics.

49. And underpinning these…
Courseware
Development of courseware library
Courseware available to support rollout of modules
Quality Assurance
Greater importance in a flexible world!
Revision of Quality Assurance Standards 7.0 in Q3 2016
We’re also active regarding courseware and QA – two important dimensions to the complete ICDL solution.
We are of course happy for people to learn and develop their skills in a range of ways. Courseware is one of the methods for doing this. Our own experience as a national operator in some parts of the world, together with feedback from operators, as led to us deciding to create a courseware library of English-language content to support our modules. These basic but comprehensive manuals can act as an important support for learners – if you’re interested in acquiring this for localisation purposes, please talk to regional manager.
And of course quality becomes more and more important in a more flexible and complicated world. Because of that, we have been working on a revision of the QA Standards to version 7.0. This will be valid from September 2016, but in advance of that my colleague Aidan Perdisatt will be circulating a summary of changes to National Operators next week to collate comments and feedback.

50. Syllabus 6.0 updates Courseware Digital Citizen
ICDL WORKFORCE
ICDL EDUCATION
Syllabus 6.0 updates Courseware Digital Citizen
Digital Marketing
ICDL Compass
ICT in Education
Computing
Product Development
So we have seen a lot of new content as part of this presentation – to finish let’s just quickly recap. At the core is the concept of the two pillars of activity – workforce and education. Out of these we have seen the four new sectoral campaigns, two for workforce and two for education, that you have in your updated guidelines booklet. We’ve also see how our product development strategy is shifting to reflect this view. And we’ve seen the early outputs of that in terms of new sector-specific modules and other programmes, as well as those to come. We’ve also seen that our work continues on programmes which cut across the two sectors.
We hope that this gives you plenty of food for thought as you approach your strategic planning for the introduction of these exciting new solutions, and new perspectives, to your markets over the coming months and years.

51. Thank you