HYP Communications Plan 2015
HYP Social Media/Communication Strategic Plan
Objectives of HYP Communications:
Are they SMART? Do they engage our audience(s)?
Current Objectives:
o
o
o
o
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Promote & increase awareness of HYP sponsored meetings, trainings, & events Promote &
increase awareness of HYP partner organizations’ trainings & events by re-tweeting/posting in
2015
Connect Austin youth-serving professionals with the latest information, research, & resources in
the field by connecting them
Promote & support collaboration, capacity-building, & social networking amongst members &
organizations
Build networks to share ideas & learn from other models
Enhance HYP’s presence in the community
Create & enhance national connections to HYP
New Goals:
o
o
o
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Youth serving service providers will better serve their clients by sharing our information
throughout the community and make informed decisions when working with youth because HYP
provided them resources through our communications and social media.
Medical providers will build rapport with patients by adopting and advocating for more youthfriendly practices and provide more holistic care because HYP provided them with our resources
through communications and social media.
Educators and school staff will be able to connect with youth by passing resources onto
students, and be empowered to advocate for youth within and outside the school system and
community because HYP provided them with resources through our communications and social
media.
Parents will have more confidence in their parenting and a stronger connection to their
community because HYP provided them with resources through our communications and social
media.
Child welfare workers and mentors will experience more personal growth and competency to
continue to advocate for youth in the community because HYP provided them with resources
through our communications and social media.
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HYP Communications Plan 2015
Target Audiences
Audience Segment 1: Providers
SUB-AUDIENCE SEGMENT 1: SERVICE PROVIDERS
#serviceproviders
Recent research, resources for
professional development (job-related info,
resources, networking), information on state
law/policies, community events, funding
opportunities, organization/individual spotlights,
self-care
What kind of information do
we want to provide this
audience segment?:
1) HYP is a source of professional and
personal support for youth serving
service providers.
2) HYP aims to connect youth-serving
service providers together to strengthen
the Central Texas community.
Audience Segment
Messages/Information from
our communications:
Youth serving service providers will share
our information throughout the
community and make informed decisions
when working with youth.
What will audience segment
do with information? (specific
behavior):
Centralization of relevant resources/efficiency
Benefits to Audience
Segment:
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HYP Communications Plan 2015
Audience Segment 1: Providers
SUB-AUDIENCE SEGMENT 2: MEDICAL PROVIDERS
#medicalproviders
Resources on working with parents, social
service referrals, teen friendly policies, community
resource referrals
What kind of information do
we want to provide this
audience segment?:
1. HYP promotes holistic/wrap-around
care for youth in the Central Texas community.
2. HYP advocates for efforts to create
more youth-friendly spaces in the community.
Audience Segment
Messages/Information from
our communications:
Medical Providers will adopt and
advocate for more youth-friendly practices
What will audience segment
do with information?(specific
behavior):
Increased rapport with patients.
Benefits to Audience
Segment:
Audience Segment 1: Providers
SUB-AUDIENCE SEGMENT 3: EDUCATORS/SCHOOL STAFF
#educators
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HYP Communications Plan 2015
Youth related state law information.
School policy, tips for working with youth,
community resources
What kind of information do
we want to provide this
audience segment?:
1. 1. HYP promotes open
communication between school
staff and youth.
2. 2. HYP provides a source of support
to school staff.
3. 3. HYP strongly supports and
validates the work of school staff.
Audience Segment
Messages/Information from
our communications:
School Staff will pass resources onto
students and be empowered to advocate for
youth within and outside the school system and
community.
What will audience segment
do with information?( specific
behavior):
Benefits to Audience
Segment:
provides guidance for working with youth.
Audience Segment 2: Caregivers
SUB-AUDIENCE SEGMENT : PARENTS/ CAREGIVERS
#caregivers #parents
Parenting resources, youth discipline,
parent-child communication resources, parental
right information, Information on how parents
can become more involved with their children and
the community, Free family community activities.
What kind of information do
we want to provide this
audience segment?:
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HYP Communications Plan 2015
1. HYP supports the rights of parental
involvement in their child’s education and
access to resources
2. HYP provides parenting guidance to
increase parental perception of competency
3. HYP supports and validates parents
and their children.
Audience Segment
Messages/Information from
our communications:
Parents will become more aware of
community resources and how to become more
involved in their children’s lives.
What will audience segment
do with information?(specific
behavior):
Better parenting, increased confidence,
increased connection to community.
Benefits to Audience
Segment:
Audience Segment 2: Caregivers
SUB-AUDIENCE SEGMENT : CHILD WELFARE WORKERS/MENTORS
#childwelfare #mentors
What kind of information do
we want to provide this
audience segment?:
Self care, laws and policies, resources on
how to advocate for youth, community resources,
information on lived experience of low-income
youth and families, cultural competency,
managing privilege resources
Audience Segment
Messages/Information from
our communications:
1. HYP recognizes the value and
importance of child welfare workers, mentors,
and advocates.
2. HYP supports increasing rapport
between caregivers and youth.
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HYP Communications Plan 2015
Child Welfare Workers and Mentors will
continue to advocate for youth in the
community.
What will audience segment
do with information (specific
behavior):
Personal growth/ increased competency
Benefits to Audience
Segment:
Communication Channels
Channel
How will it be used?


Website

Maintain relevant, up-to-date information
Include link to meeting registration on main
page
Include links & widgets for social media
platforms on main page
Email Marketing:
 Increase email list to 500 recipients by
12/1/15
 Maintain average open rate of 24%+
(Industry average is 20.6% on MailChimp)
 Maintain average click rate of 5%+ (Industry
average is 3.0% on MailChimp)
HYP ListServ
Reach 200 likes by 12/1/15
IN AN IDEAL WORLD:
Weekly Goals:
Find and Like 5 Pages a Week
2 posts a day
Comment on 2 pages a day
Include call to action (like, share, comment)
Tag people and pages
Utilize hashtags in every post
What can we do?
Reach 300 followers by 12/1/15
Facebook
Twitter
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HYP Communications Plan 2015
Most Twitter interaction happens with
organizations rather than individuals (local &
national)
IN AN IDEAL WORLD:
Weekly Goals:
3 New Tweets a day (can be business, fun, or
promotional, target amplifying others in our
network)
Utilize hashtags
2 re-tweets a day
Follow ten new people
What can we do?
Reach 150 followers by 12/1/15
Pinterest
IN AN IDEAL WORLD:
Weekly Goals:
Create new board and tweet it out
15-20 minutes to add new pins to existing boards
Encourage followers to pin new boards
Follow 5 new pinners
What can we do?
Reach 150 group members by 12/1/15
Most interaction is around job postings
LinkedIn
IN AN IDEAL WORLD:
Weekly Goals:
Connect with 3-5 new people
Follow 3 new organizations
Request 1-2 recommendations
What can we do?
Reach 50 followers by 12/1/15
Picture-based, most interaction has been at
conferences
Instagram
IN AN IDEAL WORLD:
Weekly Goals:
Post one photo
Use appropriate hashtags in photo
Follow 10 new people
Comment of 5 follower posts
Tag location when possible
What can we do?
Meeting Calendar Cards- handout at Monthly
Workshops
HYP Brochure-?
Printed Materials
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HYP Communications Plan 2015
Openings
Opportunity
Time/location

Email

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
HYPster
Open registration & send email at the
beginning of the month to promote that
month’s meeting
Monitor meeting registration & if needed,
send out second invitation email to
members prior to meeting
As requested by project teams, send out
announcements for HYP sponsored projects
(e.g. Provider Conference)
Send out e-newsletter, The HYPster, in the
second or third week of each month. The
HYPster should include relevant information,
research, & resources for youth-serving
professionals, ideally centered on the
month’s meeting theme. The HYPster is also
an opportunity to promote the work of HYP
partners & keep professionals informed of
changes in policy that may impact our work
with youth & sexual health outcomes.
Include a link for meeting registration
Mental Health And working with Youth- April 28th
Early Childhood Sexuality- June 23rd
HYP Member Presentations- July 28th
Film Screening- August 25th
Social Determinants of Health- September 22nd &
October 27th
Advanced Cultural Competency: Working with
Latino Immigrant Youth- November 17th
HYP Annual Recap- December 15th
Lifeworks East 3-4:30pm
May 19th-Thompson Conference Center
See Provider Conference Promotions Plan
See spreadsheet
HYP Monthly Workshops
Provider Conference
National Days of Observance
Needs Assessment Release
TBA-Hopefully May 6th-National Day To Prevent
Teen Pregnancy
Targeted Sub-Audience Segment Weeks:
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HYP Communications Plan 2015
Texas Campaign Conference- April 13-14th
Conference
Presentations/Participation
Partner Coalition Meetings
Cross-Promotion with Partners:
o Utilize free postings with partner
organizations & coalitions, including:
» Young Nonprofit Professionals Network
(YNPN)
» Community Advancement Network
(CAN)
» Ready By 21
» Central Texas Afterschool Network
(CTAN)
» Texas Trauma-Informed Care
Consortium
» Identify 2 additional organizations this
year
Creative Considerations/Expansion?
-More Printed Materials (Needs Assessment Report Promotion Materials)
-Follow Fridays?
- blogging?
-Youtube channel- for NA Video, Video of conference presentations?
-Audience Research?
Timeline
Evaluation
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