Digital Media Strategy for Youth Parenting Program

For this task you must develop a digital media strategy for a simulated community services program.
A
template is provided for this task.
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.
Victorian Institute of Education | Level 3, 741 George Street Haymarket NSW 2000
Unit 2, Ground Floor, 97 Pirie Street, Adelaide SA 5000 | RTO Code: 45273 I CRICOS Code: 03778C
Version: 2.4 | Website: www.vie.edu.au | Email: info@vie.edu.au
Phone: 1300 852 205 (Australia) | +61 2 803 17727 (Overseas) | Page: 1 of 9
Using the template provided, develop a digital media strategy for promoting the program to young
parents or potential young parents at risk.
Make sure you keep a copy of your completed template for the next task.
DIGITAL MEDIA STRATEGY FOR PROMOTION OF THE YOUTH PARENTING PROGRAM (YPP) TO
TARGET CLIENTS
Statement of purpose:
This digital media strategy has been prepared for the Youth Parenting Program to promote effective
digital media communication to promote the program to young parents or expectant parents at risk in
the community. It will do this by:
(List at least two things)
- Providing them with skills to look after a new baby.

- To increase the level of knowledge of young parents in parenting.
- Reduce the incidence of neglect and violence towards children.
- Financial planning and assistance.
- Ongoing Support
- Language Support
- Referral Provide an education and support program for young parents.
Stakeholders
List the key stakeholders that the business unit/team needs to communicate with to plan and
implement this digital media strategy:
(List at least two of each)
 External stakeholders
- The Young Parents
- The Children
- Health and Community Service practitioners
- Funding Body
- Maternal Child Health Worker/Nurse (inc. Enhanced)
 Internal stakeholders
- Media and Advertising Section (Manager)
- Business Team Members
- Supervisor/ Managers
- Volunteers
- Admin Team
- HR Team
- Finance Team
The audience
 Who are the audience?
Young mothers and fathers (or expectant).

 Health & Community Services practitioners.
 Funding bodies
 Stakeholders
 Potential volunteers
What type of media are the audience likely to access?

(include at least three)
•Phone applications
•Instagram
•Tiktok
•Snapchat
•Whatsapp
•Duo Lingo
•Facebook
•Linked In
•YouTube
•Website
•Email
•Streaming Services
Challenges
(List at least three)
 Trying to break through possible attitude of youth towards authorities/outsiders.
 To GAIN TRUST.
 Working in timeframe, attendance restrictions.
 Becoming a known as reliable source of information and resources.
 Cooperation of health and community.
 Significant diversity in the target group.
 Finding a media that the target audience will access and use.
 Gaining interest of target Market
SWOT analysis for reaching the target audience through digital media
Strengths (list at least one) Weaknesses (list at least one)
- providing service to youth that may not have - we can only presume their personal
access to positivity and information in their experience.
immediate family and peer group. -No Family Support
-Language or Culture
Opportunities (List at least one) Threats (List at least one)
- To create positive networks for both parent/s -Bad attitude/ influence of peers
and child.
-Distrust
-huge platform choice
-Other Similar Programs
-to expand to other areas of need if the program
succeed. -Withdrawal of support
Digital media plan

Plan the development and implantation of two digital media promotion campaigns
Type of digital What will this How will the Within what What will be How will the campaign
media? digital media campaign be timeframe the review be evaluated
cover? promoted and approval
(provide a process?
brief
description)
Digital media plan 1
Digital media plan
(provide a process?
brief
description)
Date Quick Direct ASAP until Media and Analytics/ data

Time and engaging. day of marketing Ease of use
Facebook -Tags program manager
Location approval Survey of target
Criteria -Sponsored Group/ external
Ads
FREE Post Review Stakeholder/user
-Monitor and
Parenting respond Number of inquires
Skills Network Meetings
-Links Ongoing
Access to review from
information -Booking Link
start date
and services -Share
Referrals -Sampler Video
Digital media plan
(provide a process?
brief
description)
Digital media plan 2
A platform to Quick ASAP until Media and Analytics/ Data

reach out Direct day of marketing Ease of use
practitioners program manager
and give Engaging with approval Survey of target group/
details of Promote outlook external
program and sharing info beyond for Stakeholder/ users
seek referrals possible Post review
Links within
industry ongoing
newsletter program/s Ongoing
Date
Linked In review from
Time start date.
Location Monitor and
respond
Referral
Process and
criteria Booking/
Access to referral link
detailed info Sampler Videos
of programs
and contacts.
Digital media plan
(provide a process?
brief
description)

Digital Media Strategy for Youth Parenting Program

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For this task you must develop a digital media strategy for a simulated community services program.

Background of community services program:

- Providing them with skills to look after a new baby.

Young mothers and fathers (or expectant).

What type of media are the audience likely to access?

 Trying to break through possible attitude of youth towards authorities/outsiders.

 Working in timeframe, attendance restrictions.

 Becoming a known as reliable source of information and resources.

 Cooperation of health and community.

 Significant diversity in the target group.

 Gaining interest of target Market

Strengths (list at least one) Weaknesses (list at least one)

Opportunities (List at least one) Threats (List at least one)

Digital media plan

Digital media plan 1

Date Quick Direct ASAP until Media and Analytics/ data

Digital media plan 2

A platform to Quick ASAP until Media and Analytics/ Data

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