Question :
For this task you must develop a digital media strategy for a simulated community services program by answering all the questions.
The Youth Parenting Program (YPP) is a new program for young mothers and fathers to provide them with skills to look after their new baby, for example:
- Care of the baby
- Health of the baby
- Feeding
- Breast feeding vs bottle feeding
- Financial planning and assistance
- Returning to school or entering/returning to the workplace
Participants of the program may be self-referred or may be referred by health and community services practitioners. The target audience are parents aged under 25 who do not have support of family to help them in the early days of their baby’s life and are at risk.
The aim of the program is to increase the level of knowledge of young parents in parenting and to reduce the incidence of neglect and violence towards children.
The program runs for six sessions held on Tuesdays and Thursdays 2-4pm. Clients receive a phone and face to face interview prior to the program, and also receive follow-up support following the program.
Suitable arrangements will be made for clients who need assistance with language or literacy.
Digital media protocols for the organisation include:
- All digital media strategies must be approved by the Media and Advertising Section before implementation
- The following digital media platforms may be used for this organisation:
- Website
- LinkedIn
- Facebook
- Twitter
- You Tube
- Applications for mobile device
All digital media must be in line with the goals and objectives of the organisation and the program for which it is written.
As the YPP is a new program, a strategy is needed to provide information and promote the program to potential clients of the service. Challenges have been identified as:
- Gaining the interest of the target interest
- Using a media that the audience will access
- Significant diversity in culture and ethnicity of target audience.
By answering the following questions, develop a digital media strategy for promoting the program to young parents or potential young parents at risk.
Make sure you keep a copy of your completed template for the next task.
Digital Media Strategy For Promotion Of The Youth Parenting Program (Ypp) To Target Clients - Statement Of Purpose
Statement of Purpose
This digital media strategy has been prepared for the Youth Parenting Program to promote effective digital media communication to promote the program to young parents or expectant parents at risk in the community. It will do this by: (List at least two things
List the key external stakeholders that the business unit/team needs to communicate with to plan and implement this digital media strategy:
(List at least two)
Internal Stakeholders
List the key internal stakeholders that the business unit/team needs to communicate with to plan and implement this digital media strategy:
(List at least two)
The Audience
- What type of media are the audience likely to access? (include at least three)
Challenges
- Challenges (List at least three)
Swot Analysis For Reaching The Target Audience Through Digital Media
- Strengths (list at least one)
- Weaknesses (list at least one)
- Opportunities (List at least one)
- Threats (List at least one)
Digital Media Plan 1
Plan the development and implantation of a digital media promotion campaign
- What will this digital media cover? (provide a brief description)
- How will the campaign be promoted?
- What will be the review and approval process?
- How will the campaign be evaluated?
Digital Media Plan 2
Plan the development and implantation of a second digital media promotion campaign
- What will this digital media cover? (provide a brief description)
- How will the campaign be promoted?
- What will be the review and approval process?
- How will the campaign be evaluated?
