Question

Background of community services program: The Youth Parenting Program (YPP) is a new program for young mothers and fathers to provide them with skills to look after their new baby, for example:   Care of the baby   Health of the baby   Feeding   Breast feeding vs bottle feeding   Financial planning and assistance   Returning to school or entering/returning to the workplace Participants of the program may be self-referred or may be referred by health and community services practitioners. The target audience are parents aged under 25 who do not have support of family to help them in the early days of their baby’s life and are at risk. The aim of the program is to increase the level of knowledge of young parents in parenting and to reduce the incidence of neglect and violence towards children. The program runs for six sessions held on Tuesdays and Thursdays 2-4pm. Clients receive a phone and face to face interview prior to the program, and also receive follow-up support following the program. Suitable arrangements will be made for clients who need assistance with language or literacy. Digital media protocols for the organisation include:   All digital media strategies must be approved by the Media and Advertising Section before implementation   The following digital media platforms may be used for this organisation: -         Website -         LinkedIn -         Facebook -         Twitter -         You Tube -         Applications for mobile device   All digital media must be in line with the goals and objectives of the organisation and the program for which it is written.

As the YPP is a new program, a strategy is needed to provide information and promote the program to potential clients of the service. Challenges have been identified as:

•   Gaining the interest of the target interest
•   Using a media that the audience will access
•   Significant diversity in culture and ethnicity of target audience.

Using the template provided, develop a digital media strategy for promoting the program to young parents or potential young parents at risk.

Answer 1

PURPOSE	EDITORIAL PLAN	MEASUREMENT
DISTRIBUTION CHANNEL	WHO WE WILL REACH	GOALS/BENEFITS	FEATURED TOPICS	IDEAL VELOCITY	FORMATS	TONE/RULES OF ENGAGEMENT	TEAM RESOURCES	CALL(s) TO ACTION	KPIs
Facebook	Parents under the age of 25 years	To increase the level of knowledge of young parents in parenting and to reduce the incidence of neglect and violence towards children.	- Parenting styles - Bottle feeding v/s bottle-feeding - Financial assistance - Ways to prevent child abuse and trume	- Post at least 4x/day - For every company-related posting, share 3 non-promotional posts - Respond promptly to direct inquiries Additional theme-related posts: - Monday: Research data - Tuesday: White papers - Wednesday: Example of the week - Thursday: Speaker videos - Friday: Meet the team	- Posts - E-books - Visual content - Research data	- Experienced; friendly; enthusiastic - Never "force" our company into other conversations unless they themselves are volunteering to do so	- Carrie (marketing lead) - Mary (community manager) -*Direct specific comments/questions on content piece to author and/or the editorial team to address	- Subscribe to our weekly newsletter - Download the e-book - Register to attend aour program - Enroll in our training program	- Subscriber growth - Downloads attributed to Facebook - Use of promo codes