School web systems can be viewed as having the three elements in Exhibit 1.

These consist of:

Public Internet Zone - The public facing website contains the home page, navigational elements, login access to internal sites, and provides the first impression and general look and feel. As such it is of critical importance and receives the most comment and discussion. Although available to the entire community or target audience, it is primarily for those interested in admissions, job applicants, and the general public. It is also the primary access point for parents, alumni and trustees.

Private Intranet Zone - The internal facing or intranet site is typically "behind the firewall" and accessible via login. While corresponding to the look and feel of the Internet or public facing site in # 1, it contains the area where faculty and students inform each other and collaborate. Not withstanding its importance, this zone tends to be less understood and discussed.

Administration Zone - This is where designated school personnel come to maintain the site, update content, control access for other users, and control the "behind the scenes" functionality of the site. This has been the least understood and discussed, yet it likely contains many if not the most critical opportunities for attaining and optimizing the rewards promised by internet and broadband technologies. This element must be done right!

Firewalls, a form of security software, protect the internal website elements from harmful external threats such as hacker attacks, unauthorized access, and viruses.

Web Technology Value Proposition

Whether retooling an existing website or building a new one, a school should go through the exercise of identifying the site's value proposition. For example, a value proposition for the marketing team may be to promote what makes the school a better choice than other schools. The value proposition will vary according to stakeholders, size and particular circumstances of each school, whether public, private, single sex, boarding etc. Because the topics involved seem to be intuitively obvious, this step is often skipped, with results that reflect it. Each school should employ a simple process:

Survey appropriate stakeholders for input on website branding, messages and objectives. x
• Prioritize survey feedback.
• Engage a trusted design and technical expert, if one doesn't exist internally, to consult with on technology feasibilities and costs.
• Prepare a realistic budget with flexibility to enable reasoned choices and tradeoffs.
• Assess back-end systems and processes for the purposes of integrating them in a web-based application that encompasses the whole school. Implementation of this work can be done over time, but the plan should include all end goals.
• School message and website capabilities will logically emerge, as will the elements of a Request for Proposal or "RFP".

A website value proposition can include one or more of the following components:

• Fulfill mandatory website presence requirement, and convey school history and contact information.
• Communication vehicle - Together with email convey timely information to the school community.
• Collaboration vehicle - Use an intranet/extranet for collaboration efforts, homework assignments, projects etc.
• Productivity enhancement - Integrate internet/intranet capabilities and/or technologies into school infrastructure with cost-effective solutions.

The probabilities for showcasing the message and achieving the best possible web system within the budgetary considerations are optimized when this process is followed.