Kristen E. Sullivan

Organization Established in One of the earliest to be in involved in HIV prevention, resource, and research. Mission “to enhance the wellbeing of the lesbian, gay, bisexual and transgender community and all people in our neighborhoods and beyond through access to the highest quality health care, education, research and advocacy” Target Audience Gay/Lesbian/Bisexual/Transgender Community

StrengthsWeaknesses  Well known in the Boston area  Long history in HIV/AIDS work  Well-funded  Social media applications (Twitter & Facebook)  Wide array of services  Clear branding theme and strategy  Ask the Docs direct anonymous questions  No data on how effective their strategy is.  Blog not clearly linked on homepage  No site feedback link  Not geared toward a younger audience OpportunitiesThreats  Create a mobile application for HIV facts  Create YouTube or LinkedIn account  Appealing to the general public not just LBGT community  Other HIV nonprofit organizations

Organization Founded in 1983 in collaboration with Fenway Health, expanding into own organization. Large resources for advocacy work, HIV legislation, prevention and other services Mission A “world without HIV/AIDS”. They would like to stop the AIDS stopping new HIV infections, create healthy outcomes for those who are at risk for HIV infection, and to stop the root causes of HIV/AIDS. Target Audience General public for information and resources about HIV/AIDS but they are also heavily involved in the LBGT, youth, and homeless communities.

StrengthsWeaknesses  Early adoption of online content  Well-funded  Well known  Wide array of services  Web uses several social media sites for education and networking purposes  No analysis or data on how effective their web strategy is  Technology platform outdated  No clear branding strategy OpportunitiesThreats  RSS feeds or mobile applications related to HIV  Other local HIV nonprofit organizations

Organization Boston HAPPENS (HIV Adolescent Provider & Peer Education Network for Services). Established in 1993, it specializes in youth HIV prevention, outreach, and treatment for those living with HIV aged Mission To provide comprehensive care for “hard to reach” youth at risk for contracting HIV and to provide case management/medical resources for youth living with HIV. Target Audience Youth aged in the Boston Area

StrengthsWeaknesses  Affiliation with a highly respected hospital  Small subset of the HIV population able to more tailored care and outreach  Small program may be easier for coworkers to reach common goals  Collaborate with many local youth organizations  No link to Facebook page on website.  No use of other social media  Youth afraid to “like” Facebook page because of no anonymity  No way of measuring feedback, site usage, or how effective their strategy is. OpportunitiesThreats  Update website  Use other social media targeted at Youth such a Twitter, Flickr, or YouTube.  Create a branding strategy  Other HIV nonprofits, especially AAC’s youth on fire program

Fenway HealthAACBoston HAPPENS Services Case management/support XXX Free Testing XXX Street Outreach XXX HIV information XXX Youth Groups XX Web Presence Social Media XXX RSS Feeds X Blog XX Other Interactive X X Website General Data Measurement XX Theme/Logo X Feedback X

Professional Networking Create RSS subscription for Health professionals LinkedIn account to network and have group discussions Measure Feedback Site visits broken down by service type Feedback survey to visitors to evaluate and make suggestions Appeal to Youth Subset of group to expand prevention services More options for young people looking for HIV resources and support

Streamlined web experience Less clutter, Easier navigation, Clearer tabs Clearer Branding Strategy Stand out logo, recognizable color scheme Possible Mobile Applications Easier to view on phone, news updates, or appointment reminders

Overhaul of Website Update with new educational materials Create logo/branding strategy Interactive options such as quizzes or “ask the doc” Expand social media use Explore options with different outlets Twitter, Facebook, YouTube, Flickr, Instagram Measure effectiveness/feedback Measure amount of site visits Feedback surveys for evaluations