Transcript Current Digital Strategies for DC SCORES, PlayWorks, and Kid

Overview
Three campaigns:
DC SCORES
PLAYWORKS
Kid Power Inc.
Similarities:
Physical activity programming, fostering youth self-expression
and sense of community.
DC SCORES
Mission:
DC SCORES builds teams through after school programs for
1,500 low-income DC youth at 47 schools by instilling selfexpression, physical fitness, and a sense of community. DC
SCORES accomplishes this in an innovative model combining
poetry, soccer, and service-learning year-round.
Target Audience:
Donors
Youth in program
Volunteers
DC SCORES Digital
Strategy
Daily documenting of program through photos,
video, and posts on all social media.
3,000+ Twitter followers.
Periodic E-Newsletter.
Static Website with rotating social media.
DC SCORES SWOT Analysis
STRENGTHS
• Positive language,
upbeat.
• Daily postings.
• Variety of content.
WEAKNESSES
• Unclear target
audience.
• Too much information.
OPPORTUNITIES
• Inclusion of current
students and/or alumni
as authors in postings.
• Vary social media use
for different needs.
THREATS
• Burnout from overposting.
• Dilution of messaging.
• Confusion with
national brand.
Recommendations for DC
SCORES
• Tailor postings to strengths of social media
outlets.
• Reduce postings.
• Refine target audiences.
Playworks
Mission
To make recess and positive and productive time for all kids,
through structured activities and inclusive environments.
Target Audience
Donors and parents.
Playworks Facebook posts
Playworks Digital Strategy
Education about the benefits of physical activity
through social media accounts.
Social media primarily used for donor
opportunities.
Website: promoting work, partnerships, and
donor opportunities.
Playworks SWOT Analysis
STRENGTHS
• Quality graphics and
information.
WEAKNESSES
• Website is too busy.
• Social media does not
inform on organization.
• Articles on physical
activity pull attention
away from Playworks.
OPPORTUNITIES
• Inclusion of students
in social media.
• Unique content on
social media.
THREATS
• Overload of
information turns away
donors and volunteers.
Recommendations for
Playworks
Simplify main page.
Add mission statement and/or purpose of organization to
main page.
Eliminate or reduce size of links to outside sources (RWJF,
AmeriCorps).
Keep local site pages local-centric. Less prominent
connections to other sites within Playworks.
Integrate unique content to social media – not just
fundraising.
Kid Power Inc.
Mission
Kid Power inspires youth leadership by promoting
academic advancement, physical and emotional
wellness, and positive civic engagement in
underserved communities throughout the District
of Columbia.
Target Audience
Donors and volunteers.
KidPower Twitter
KidPower Facebook
Kid Power Inc. Digital
Strategy
Social media: Facebook, Twitter, YouTube.
Website: simple, clean, informative.
Prominent mission statement, Donor, Volunteer
and Events links.
Kid Power Inc. SWOT Analysis
STRENGTHS
• Simple website, easy
to navigate.
• Clear mission
statement.
WEAKNESSES
• Website looks
outdated.
• Unclear focus of
programming/
OPPORTUNITIES
• Including youth in
posts.
• Coordinating with
other groups.
THREATS
• Conveying too much
information.
Recommendations for Kid
Power Inc.
Better define program goals and scope of youth
programming.
Engage in social-media driven fundraising.
Update website.
Expand media outlets: blogs, other social media.
Comparison
Feature
DC SCORES
Playworks
Kid Power Inc.
Clear mission and
goals
X
Testimonials
X
X
X
Active Facebook
X
X
X
Active Twitter
X
X
X
Blog Use
X
X
Other social media
(other than FB, T)
X
X
Unique content
tailored to media
X
X