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

Mission:

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:

Donors

Youth in program

Volunteers

Instagra

m

Blog

Twitt

er

Face

book

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.

Playworks

Mission

To make recess and positive and productive time for all kids, through structured activities and inclusive environments.

Target Audience

Donors 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 Audience

Donors 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 X

Active Facebook X X X

Active Twitter X X X

Blog Use X X

Other social media (other than FB, T)

X X

Unique content tailored to media

X

Comparison