Promoting Outdoor Recreation and Physical Activity on the Web Alyssa Ursillo July 17, 2011.
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Transcript of Promoting Outdoor Recreation and Physical Activity on the Web Alyssa Ursillo July 17, 2011.
Promoting Outdoor Recreation and Physical Activity on the WebAlyssa UrsilloJuly 17, 2011
Case Studies•National Park Service (NPS) Rivers, Trails and Conservation Assistance Program (RTCA)•Active Living By Design (ALBD)•YMCA of the USA (The Y)
Rivers, Trails and Conservation Assistance
Program (RTCA) Mission: implements the natural resource conservation
and outdoor recreation mission of the National Park Service in communities across America
Health Vision: Through its Rivers, Trails and Conservation Assistance Program, the National Park Service has launched a nationwide initiative to encourage healthful outdoor physical activity in National Parks and local communities to demonstrate practical approaches for public land managers and community leaders who want to encourage active lifestyles.
Target Audience: partners with non-profit organizations, local, state, federal government agencies, tribes, community groups, health-related organizations
RTCA HomepagePathways to Healthy
Living Homepage
Web Strategy
Conservation monthly e-newsletter: 8000 subscribers
E-postcards announcing applications and projects
State PDF pages highlighting projects
Community Toolbox, Making Friends Handbook
Press releases and news
Embedded videos about projects
Pathways to Healthy Living
Brief descriptions of health projects
Health partners list
Brief description of health initiatives
Outdated publications
No link back to RTCA, no RTCA branding
General
Branding and Web
Development•Not on NPS Content Management System
•Restrictive and inconsistent government policies on social media and web design
•Utah State University web audit and positioning framework
•Clark Strategic Communications recommendations
Future Directions
NPS.gov
SWOT Analysis
Strengths Weaknesses-Large government agency-Dedicated staff-Several partner organizations-Past web audits and communication strategy consultations-Valued reputation as skilled experts by partners-Highly successful e-newsletter-Videos highlighting projects embedded in site
-No access to NPS CMS-Restrictive and inconsistent government policies on social media and web design-Situated within slow moving government bureaucracy-Weak branding-Out of date content-Less experience with health messaging-Staff diffused through regions, making communication challenging
Opportunities Threats-Momentum around physical activity and outdoor recreation promotion-New role in health promotion-NPS.gov revamp and new vision-NPS social media guides and strategies-Corita’s position will focus more exclusively on website
-Many other health organizations more experienced in field-Social media use opens up agency to complaints about government-USU surveys found many communities and organizations do not know RTCA’s mission or services-Health only one area of focus
Active Living By Design (ALBD)
Mission: create community-led change by working with local and national partners to build a culture of active living and healthy eating
Vision: All communities are healthy communities where routine physical activity and healthy eating are accessible, easy and affordable to everyone
Target Audience: grantees, future funders, media, interested communities
ALBD Homepage
Web Strategy
“Story Catcher” – showcases community project successes for funders and media
Tool for grantees
Community profiles and communities in action
Vimeo, Flickr, Wikipedia, Facebook fan page for grantee alumni
Media Center and image gallery
Dashboard and Healthy Kids, Healthy Communities (HKHC) website
Branding and Web
Development
•Began as program office of Robert Woods Johnson Foundation: Active Living by Design (ALbD)
•Began as resource hub and moved to highlighting community work
•2009 became independent organization Active Living By Design (ALBD)
•New logo
Web Development
HKHC Homepage
SWOT Analysis
Strengths Weaknesses-Well-organized and easy to navigate site-Large national organization funders-Based in school of public health-Successful rebranding effort-Targeted social media strategies-Community profiles and communities in action-Use limited resources efficiently-Exclusive health focus
-one staff person managing two websites-limited budget-Website doesn’t contain links to social media-At times website is content heavy-Difference between community profiles and communities in action unclear at first-latest news sections and recent resources not updated
Opportunities Threats-Can use features from ALBD site for new HKHC site-Dashboard site allows grantees to build own stories by posting photos, etc.-Explosion of research on active living and healthy eating
-Staff now focused on new HKHC program and website-No longer giving grants to selected communities through ALBD-Explosion of new resources makes it difficult to keep site updated with latest publications
YMCA of the USA
Mission: put Christian principles into practice through programs that build healthy spirit, mind and body for all
Focus Areas: youth development, social responsibility, healthy living
Healthier Communities and Healthy Family Home initiatives
Target Audience: local Ys, families, adults, kids
Healthy Family Home target audience: families with kids aged 5-12
Ymca.net Homepage
Healthy Family Home Homepage
Web Strategy
Facebook page – 21,729 people like it, Twitter for some initiatives, Y Finder App
Local Ys have own websites, social media, web presence
Five pillars of a Healthy Family Home: eat healthy, play every day, get together, go outside, sleep well
Healthy Family Home newsletter, starter kit, quiz
Branding and Web
Development
•Healthy Family Home launched in 2008
•Began with 3 pillars in phase 1, now has 5 in phase 2
•Rebranding effort in last year with revitalized logo and website – more colorful to reflect diversity
•“The Y” brand being brought to local Ys
Future Directions
Robust sharing site
More content, knowledge, move towards outdoors and connecting with local Y camps
Phase 3 of Healthy Family Home targeted to emerging families and separate web presence for teens
SWOT Analysis
Strengths Weaknesses-Large federated non-profit-Long history and well-recognized brand-Successful revitalization of website-Extremely easy to use and visually appealing website-Local Y Finder feature-Healthy Family Home specific web strategy-Social media staff person-Strong focus on communities
-Some health initiatives (Healthier Communities) scattered throughout website-Limited social media presence for large organization-Large diffuse network of local Ys makes branding and unified messaging efforts challenging-Lack of resources posted on website
Opportunities Threats-Connecting with local Y camps to promote health benefits of outdoor recreation-Many national organizations as collaborators-Expanding Healthy Family Home to other target audiences-New uses for Twitter-Increased outreach through local Ys
-Many other initiatives and focus areas not directly related to health-Y not necessarily known for health initiatives-Other organizations or people connected to local Y creating social networking profiles not endorsed by YMCA of USA
Comparison
RTCA ALBD YMCA
Facebook x
Twitter x
Vimeo/YouTube x
Flickr x
Wikipedia x x
E-newsletter x x
Toolkits x x x
Press releases x x x
Embedded videos x x
Search bar x x
Resources tab x x
Community profiles
x
RTCA Recommendations
Gain access to NPS CMS (in the works for 6 years)
Organize navigation by focus area: river conservation, trail development, health initiatives
Consider renaming “Pathways to Healthy Living” to “Healthy Communities”
Prominent links to RTCA on NPS.gov and partner websites and social media
Create health project profiles and health e-newsletter
Twitter for individual projects, Facebook alumni page, Vimeo and Flickr accounts
Health Pages
ALBD Recommendations
Connect sites with links to Vimeo, Flickr, Wikipedia, HKHC on ALBD site
Consolidate “what we do,” “our approach,” and “about albd” tabs
Create “our communities” tab to organize community profiles and communities in action
Hire intern or staff to update content (resources and research)
Develop e-newsletter and ALBD community toolkit
YMCA Recommendations
Organize all health initiatives under “Healthy Living” and list them in drop down menu
Develop a “resources” tab with publications, toolkits, etc.
Create Flickr, Vimeo, and Foursquare accounts
Incorporate families’ voices/personal accounts in Healthy Family Home web presence
Develop social media presence and resources for Healthy Family Home
Create community profiles for Healthier Communities initiative
Acknowledgments
Corita Waters, Outdoor Recreation Planner, RTCA
Mark Dessauer, Communications Director, ALBD
Kurt Gelhausen, Director of Corporate Relations, YMCA
THANKS!
Questions?