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Promoting Outdoor Recreation and Physical Activity on the Web Alyssa Ursillo July 17, 2011.

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Presentation on theme: "Promoting Outdoor Recreation and Physical Activity on the Web Alyssa Ursillo July 17, 2011."— Presentation transcript:

1 Promoting Outdoor Recreation and Physical Activity on the Web Alyssa Ursillo July 17, 2011

2 Case Studies National Park Service (NPS) Rivers, Trails and Conservation Assistance Program (RTCA) National Park Service (NPS) Rivers, Trails and Conservation Assistance Program (RTCA) Active Living By Design (ALBD) Active Living By Design (ALBD) YMCA of the USA (The Y) YMCA of the USA (The Y)

3 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 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. 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 Target Audience: partners with non-profit organizations, local, state, federal government agencies, tribes, community groups, health-related organizations

4 RTCA Homepage Pathways to Healthy Living Homepage

5 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

6 Branding and Web Development Not on NPS Content Management System Not on NPS Content Management System Restrictive and inconsistent government policies on social media and web design Restrictive and inconsistent government policies on social media and web design Utah State University web audit and positioning framework Utah State University web audit and positioning framework Clark Strategic Communications recommendations Clark Strategic Communications recommendations

7 Future Directions NPS.gov

8 SWOT Analysis StrengthsWeaknesses -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 OpportunitiesThreats -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 -Coritas 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 RTCAs mission or services -Health only one area of focus

9 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 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 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 Target Audience: grantees, future funders, media, interested communities

10 ALBD Homepage

11 Web Strategy Story Catcher – showcases community project successes for funders and media Story Catcher – showcases community project successes for funders and media Tool for grantees Tool for grantees Community profiles and communities in action Community profiles and communities in action Vimeo, Flickr, Wikipedia, Facebook fan page for grantee alumni Vimeo, Flickr, Wikipedia, Facebook fan page for grantee alumni Media Center and image gallery Media Center and image gallery Dashboard and Healthy Kids, Healthy Communities (HKHC) website Dashboard and Healthy Kids, Healthy Communities (HKHC) website

12 Branding and Web Development Began as program office of Robert Woods Johnson Foundation: Active Living by Design (ALbD) Began as program office of Robert Woods Johnson Foundation: Active Living by Design (ALbD) Began as resource hub and moved to highlighting community work Began as resource hub and moved to highlighting community work 2009 became independent organization Active Living By Design (ALBD) 2009 became independent organization Active Living By Design (ALBD) New logo New logo

13 Web Development HKHC Homepage

14 SWOT Analysis StrengthsWeaknesses -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 doesnt 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 OpportunitiesThreats -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

15 YMCA of the USA Mission: put Christian principles into practice through programs that build healthy spirit, mind and body for all 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 Focus Areas: youth development, social responsibility, healthy living Healthier Communities and Healthy Family Home initiatives Healthier Communities and Healthy Family Home initiatives Target Audience: local Ys, families, adults, kids Target Audience: local Ys, families, adults, kids Healthy Family Home target audience: families with kids aged 5-12 Healthy Family Home target audience: families with kids aged 5-12

16 Ymca.net Homepage Healthy Family Home Homepage

17 Web Strategy Facebook page – 21,729 people like it, Twitter for some initiatives, Y Finder App Facebook page – 21,729 people like it, Twitter for some initiatives, Y Finder App Local Ys have own websites, social media, web presence 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 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 Healthy Family Home newsletter, starter kit, quiz

18 Branding and Web Development Healthy Family Home launched in 2008 Healthy Family Home launched in 2008 Began with 3 pillars in phase 1, now has 5 in phase 2 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 Rebranding effort in last year with revitalized logo and website – more colorful to reflect diversity The Y brand being brought to local Ys The Y brand being brought to local Ys

19 Future Directions Robust sharing site Robust sharing site More content, knowledge, move towards outdoors and connecting with local Y camps 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 Phase 3 of Healthy Family Home targeted to emerging families and separate web presence for teens

20 SWOT Analysis StrengthsWeaknesses -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 OpportunitiesThreats -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

21 Comparison RTCAALBDYMCA Facebookx Twitterx Vimeo/YouTubex Flickrx Wikipediaxx E-newsletterxx Toolkitsxxx Press releasesxxx Embedded videosxx Search barxx Resources tabxx Community profilesx

22 RTCA Recommendations Gain access to NPS CMS (in the works for 6 years) Gain access to NPS CMS (in the works for 6 years) Organize navigation by focus area: river conservation, trail development, health initiatives Organize navigation by focus area: river conservation, trail development, health initiatives Consider renaming Pathways to Healthy Living to Healthy Communities Consider renaming Pathways to Healthy Living to Healthy Communities Prominent links to RTCA on NPS.gov and partner websites and social media Prominent links to RTCA on NPS.gov and partner websites and social media Create health project profiles and health e-newsletter Create health project profiles and health e-newsletter Twitter for individual projects, Facebook alumni page, Vimeo and Flickr accounts Twitter for individual projects, Facebook alumni page, Vimeo and Flickr accounts

23 Health Pages Healthy Communities Health Projects Health Resources Healthy Living Health Partners NPS Health Initiatives Pathways to Healthy Living Health ProjectsMore About Health Publications/Online Resources Federal and Nonprofit Partners Health Home

24 ALBD Recommendations Connect sites with links to Vimeo, Flickr, Wikipedia, HKHC on ALBD site Connect sites with links to Vimeo, Flickr, Wikipedia, HKHC on ALBD site Consolidate what we do, our approach, and about albd tabs Consolidate what we do, our approach, and about albd tabs Create our communities tab to organize community profiles and communities in action Create our communities tab to organize community profiles and communities in action Hire intern or staff to update content (resources and research) Hire intern or staff to update content (resources and research) Develop e-newsletter and ALBD community toolkit Develop e-newsletter and ALBD community toolkit

25 YMCA Recommendations Organize all health initiatives under Healthy Living and list them in drop down menu Organize all health initiatives under Healthy Living and list them in drop down menu Develop a resources tab with publications, toolkits, etc. Develop a resources tab with publications, toolkits, etc. Create Flickr, Vimeo, and Foursquare accounts Create Flickr, Vimeo, and Foursquare accounts Incorporate families voices/personal accounts in Healthy Family Home web presence Incorporate families voices/personal accounts in Healthy Family Home web presence Develop social media presence and resources for Healthy Family Home Develop social media presence and resources for Healthy Family Home Create community profiles for Healthier Communities initiative Create community profiles for Healthier Communities initiative

26 Acknowledgments Corita Waters, Outdoor Recreation Planner, RTCA Corita Waters, Outdoor Recreation Planner, RTCA Mark Dessauer, Communications Director, ALBD Mark Dessauer, Communications Director, ALBD Kurt Gelhausen, Director of Corporate Relations, YMCA Kurt Gelhausen, Director of Corporate Relations, YMCATHANKS!

27 Questions?


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