Promoting Outdoor Recreation and Physical Activity on the Web Alyssa Ursillo July 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 Homepage Pathways to Healthy Living Homepage Web Strategy General Conservation monthly enewsletter: 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to Healthy Living Brief descriptions of health projects Health partners list Brief description of health initiatives Outdated publications No link back to RTCA, no RTCA branding Branding and Web Development •Not on NPS Content Management System •Restrictive and inconsistent government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government policies on social media and web design -Situated within slow moving government bureaucracy -Weak branding -Out of date content -Less experience with health messaging -Staff diffused through regions, making communication challenging Opportunities Threats -Momentum around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 -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 -Exclusive health focus 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 Toolkits x x x Press releases x x x Embedded videos x Search bar Resources tab Community profiles x x x x x x 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 Pathways to Healthy Living Health Projects Health Projects More About Health Health Resources Publications/Online Resources Healthy Communities Healthy Living Federal and Nonprofit Partners Health Partners Health Home NPS Health Initiatives 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?