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Current Digital Strategies for DC SCORES, PlayWorks , and Kid Power Inc. Matt Goodridge, MPH. Overview. Three campaigns: DC SCORES PLAYWORKS Kid Power Inc. Similarities: Physical activity programming, fostering youth self-expression and sense of community. DC SCORES. - PowerPoint PPT Presentation
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Current Digital Strategies for
DC SCORES, PlayWorks, and
Kid Power Inc.
Matt Goodridge, MPH
OverviewThree campaigns:
DC SCORESPLAYWORKSKid Power Inc.
Similarities:Physical activity programming, fostering youth self-expression and sense of community.
DC SCORESMission:DC SCORES builds teams through after school programs for 1,500 low-income DC youth at 47 schools by instilling self-expression, 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:
DonorsYouth in programVolunteers
Blog
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.
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 over-
posting.• Dilution of messaging.• Confusion with
national brand.
DC SCORES SWOT Analysis
Recommendations for DC SCORES• Tailor postings to strengths of social media
outlets.• Reduce postings.• Refine target audiences.
PlayworksMission
To make recess and positive and productive time for all kids, through structured activities and inclusive environments.
Target AudienceDonors 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.
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.
Playworks SWOT Analysis
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 AudienceDonors 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.
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.
Kid Power Inc. SWOT Analysis
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.
Feature DC SCORES Playworks Kid Power Inc.
Clear mission and goals
X X
Testimonials X X XActive Facebook X X XActive Twitter X X XBlog Use X XOther social media (other than FB, T)
X X
Unique content tailored to media
X
Comparison
