Due to the Minister’s Letter of Expectations, we will begin to transition away from the Te Pūkenga brand and back to our local Otago Polytechnic brand during 2024. 

The new approach reflects a visible shift away from centralisation to divisional brand identities. This approach includes not making any further investment into the Te Pūkenga brand. 

Key takeaways 

Te Pūkenga remains a legal entity until there is a legislative change. To ensure we adhere to the Fair Trading Act, on particular material, we need to make it clear that “Otago Polytechnic is a business division of Te Pūkenga – New Zealand Institute of Skills and Technology”. This will apply to things like our external website, communications within the application process, and in the 2025 prospectus (i.e. the closer a student gets to formally engaging with us).     

We will use existing supplies of either co-branded or single Te Pūkenga branded items, such as promotional items, merchandise, uniforms, and brochures, until they run out. 

When existing stocks have been used up, any new items should use the Otago Polytechnic branding only. Please keep stock ordered to minimum quantities required until we have further guidance, and the future shape and structure of the vocational education and training system is confirmed. 

Next steps 

  • The Otago Polytechnic Marketing and Communications team will begin work on how to implement these changes. Please bear with us as we work through this as our team numbers have reduced and we currently have limited design capacity. We will need a little time to map out what needs to change and when. 
  • One of the first things we will be looking at is our internal, How we can help page, on Tūhono, which currently holds a lot of co-branded resources (such as letterheads, PowerPoints, and email signatures). 
  • We will advise once this page has been updated to hold OP branded resources and will also communicate our branding transition plan when we have developed it. 
  • Got a question? Please visit Te Whare for a list of FAQs. If you can’t find your answer there, please email marketing@tepukenga.ac.nz 

Deeper dive into the details 

Below is a list of all the main promotional and internal items that use branded material. We have listed these in an A-Z approach to hopefully make it easier for you to find what you're looking for. 

Campus signage

  • Hold off on any significant investment re: changing campus signage.
  • All new signage to use the OP brand. 

Conference material

  • Where possible, we need to start using single OP brand material. 

Corporate stationery (e.g. business cards, letterheads, email signatures) 

Business cards

  • Use existing supplies until they run out – all new items to use the single OP brand. 

Email signatures

  • Move back to using the Otago Polytechnic branded letterheads.
  • Ensure the Fair Trading Act statement is included. 

Letterheads

  • Move back to using the Otago Polytechnic branded letterheads.
  • Ensure the Fair Trading Act statement is included. 

Corporate brochures and handbooks

  • Move back to using the Otago Polytechnic branded letterheads.
  • Ensure the Fair Trading Act statement is included. 

Digital advertising

  • Including digital adverts, recruitment emails, stakeholder comms – these need to move to a single OP brand (with the Fair Trading Act statement applied where appropriate/possible). 

Events marketing (e.g. banners, flags)

  • For events like Tertiary Open Day or expos, we will be moving back (where possible) to single OP branded material.
  • For any new banners or flags, these will need to be branded with just the OP logo.
  • We may need to use existing co-branded banners/flags during 2024 depending on budget – this will be part of the brand transition plan that the Otago Polytechnic marketing team undertake. 

Fleet vehicles

  • No changes need to be made quickly due to the cost. Changes should only be made on new or damaged supplies on an as-required basis and where financially prudent. 

Graduation certificates

  • In 2024, qualifications will be co-branded with Te Pūkenga. 

Graduation event items (e.g. booklets, signage, flags)

  • Can rollout out Otago Polytechnic single brand items at graduations during 2024. 

International marketing items

  • Marketing items for the international market, and any gifts, need to move to the single OP brand.
  • The Fair Trading Act statement must be applied where required. 

Intranets

  • Kāpehu and Tūhono can move back to the OP brand.
  • The Te Pūkenga footer needs to remain in place on these websites. 

Learning materials

  • Move back to using the Otago Polytechnic branded letterheads.
  • Ensure the Fair Trading Act statement is included. 
  • (Moodle will also need to move back to being branded with the OP brand during 2024). 

Logos and sub-brands

  • We need to move back to using the singular OP brand when applying the logo.
  • All sub-brands (e.g. Capable NZ) will also revert back to their previous branding. 

Merchandise (e,g, hoodies, pens, tote bags)

  • Use existing supplies until they run out – all new items to use the single OP brand. 

Prospectus and other marketing collateral

  • Our 2025 prospectus will be branded with the OP brand only – but we will need to include the Fair Trading Act statement. There will also be an insert page sent to us from Te Pūkenga to include.
  • All new marketing flyers, brochures etc need to move to the single OP brand. 

Social media

  • Te Pūkenga social media platforms controlled by the centralised Te Pūkenga Communications and Marketing team will remain branded with Te Pūkenga.
  • We will move our Otago Polytechnic social media channels back to the single OP brand. 

Uniforms 

Staff uniforms

  • Use existing supplies until they run out – all new items to use the single OP brand. 

Learner uniforms

  • Use existing supplies until they run out – all new items to use the single OP brand. 

Website

  • The Te Pūkenga website will remain in place and branded with the Te Pūkenga brand during 2024.
  • The Otago Polytechnic corporate website can transition back to the Otago Polytechnic brand.
  • However, the Otago Polytechnic website must continue to include the Te Pūkenga footer to meet the requirements of the Fair Trading Act. 

Written name

We can now just use the name, Otago Polytechnic – apart from when we are explaining that we are a business division of Te Pūkenga.


Published on 15 Feb 2024

Orderdate: 15 Feb 2024
Expiry: 15 Feb 2026