3. Situation Analysis
Envision:
Mission Statement:
To enhance the quality of life for persons with developmental disabilities in
Weld County
Vision Statement:
To connect and establish relationships with those persons wanting to vol-
unteer and improve the quality of life for persons with developmental dis-
abilities
4. Envision
Current Market Strategy
Envision current marketing strategy consists of several goals. The first of which is to create a knowledge base of their presence in
the community of Weld County. These events include involvement in local events and sponsoring as well appearances at some Ca-
reer Fairs.
Secondly Envision raises funds for their facility and faculty by the Art Show Exhibition, the biggest generator of outside investment.
The current Envision website boasts colorful images and easy navigation which many users prefer. The site contains minutes from
all board meetings keeping all informed. Site also contains information on current and upcoming events as well as links to partner
organizations such as ARC, HILLS, PPC, United Way, etc.
To develop the current strategy Envision must extend their presence to a wider audience base by communicating through online
forums, and social media platforms.
5. Competition
Online Social Media Activity
ARC-Association of Retarded Citizens
Facebook allows for communication of important trends and results in within society. They give important information, peti-
tions for right of citizens and pass along all other important information to the community. They also allow other members to post
on the Wall about conferences events, and how to live better lives.
The ARC also uses a Twitter platform to further advocate for the rights of those with developmental disabilities. By tweeting about
seminars, news, and pertinent events. Currently have 1,906 followers.
6. Competition
Facebook Platform to directly support those living with autism or those who live with people affect-
ed by autism. Offering free telephone and online support.
They give information through Facebook on developments as well as on Twitter. Currently their
twitter has 4,518 followers
Created Facebook page and approach it by informing their clients of
new developments within the society. This page is also created as a
platform to allow people. Allows users to access information pertain-
ing to their lives. This also show how others within the community are
living.
Have also created their own blog to elaborate on information passed
through Facebook and other sources. The content has also enabled clients
to grasp the information at hand.
7. Target Market
Demographics:
Population: 254,759
Bachelor’s Degree or higher: About 25%
Median HH Income: $55,845
Persons Per HH (2000): 2.78
Persons 18-65: 62% of population
Target Market Primary:
The primary focus of our online social campaign directs toward the cur-
rent staff, clients, and family of Enivision. The information provided will
be for their primary benefit
Seconday:
The secondary market will focus on individuals who are in support of not
for profit business either monetarily or for volunteer work. Such groups
are located on Jumo and Facebook, as well as local such as SIFE.
8. Strategy
To connect and establish online relationships with
our clients and community tor create and enhance
the quality of life in all areas. Including reaching
out to community members for increased support
and raising awareness.
9. Facebook
After interviewing several staff members all of them were surprised that Envision had a Facebook
page; many believed the memo issued last year was a restatement on the use of Facebook, which was
none. Facebook should be used as a site to network with the families and establish a greater con-
nection. Facebook can be used to update on a more elaborate level the days events or recent news.
But, a discussion board can also be started to give families the ability to connect to one another. The
page would also link to the main Web site. Also with links to blogs, twitter and other social media
accounts allowing easy access all other media sites.
10. Facebook
i. Tabs-Starting out with five tabs. The first five are the most applicable to Envision. After addi-
tion of five tabs allow a small period before increasing amount. Overloading applications may cause
potential users to dislike the page because of the complexity. The following are generally used and
accepted Tabs by other non-profit organizations.
1. Causes- Will allow Envision to raise particular awareness to the community to severe condi-
tions, or the general statement. Can be used to spread across Facebook and allow users to pitch in
either by donation or word-of-mouse to allow others to see the problems at hand.
2. Welcome Page- A splash page can give a first time visitor an individualized greeting that makes
them feel welcomed to the group and can increase the visits. This can also give a general statement
as to who Envision is and their role and involvement in the community.
rently in the community Envision provides and generating awareness.
11. Facebook
3. Social RSS- Allows the integration and cross marketing of Blog page and
News Feeds. Adding this application can allow users to see the latest blog post-
ings with a short description of the context and then redirect them too the sites
specifically for more information. Recommended to allow users greater flex-
ibility to focus on all sites without worry of cross marketing.
4. Links- Make sure to add links to all Social Media and Online Pages. Cre-
ating the links is simple and can create greater ROI if users can easily navigate
between all the pages equally.
5. Static FBML/Ipages- Requires knowledge of HTML. If applicable can help
create individualized tabs serving the needs of the page. Creating a tab that can
direct users to the involvement currently in the community Envision provides
and generating awareness.
12. Blogging
Begin with a short series of staff inter-
views, acquainting the public with the
members of Envision and their duties
and work with clients. In these inter-
views briefly discussing how they work
with clients including teaching and ad-
vising.
13. Blogging
i. Platform- Envision should use Blogger.com. The site is generally ac-
cepted and allows for greater growth in the future. There are many users
and integrates with many other platforms.
ii. Information/Strategies- The blog as stated above should encompass
postings about interviews with staff, thoughts and perceptions, how to ef-
fectively help those in the community, and current objectives or fundrais-
ers of the company. This can also include articles from news organizations
that pertain to non-profit news, performance, engagement, etc.
iii. Time- Blogging Should occur once per week or every two weeks.
There does not need to be a new blog post created for every week but can
simply be centered with a few statements about a current video in YouTube
or other video platform.
14. Other Sites
YouTube: There are many people in the community that Envision cannot
service due to regulation rules. To help these families live with their mem-
bers Envision should create YouTube videos to post and show ways to teach
members certain ways to deal with DD and help each other live a more en-
hanced experience
Jumo: A relatively new site that opened operation last year. This site al-
lows people who have an interest in volunteering and donating to connect
with non-profit organizations. Here we will concentrate efforts to help more
people connect to Envision in terms of volunteering and offering help with
activities and events where staff is short. We can also pose a case for donating
to Envision on the site so long as it falls under 501(c)(3). Meeting this goal
allows Envision to engage in raising money on the forum and connect with
other organizations across the country and volunteers who want to help.
Twitter: create a quick update of current activities at Envision. These activi-
ties can be the day’s programs, highlighting staff or volunteer members, creat-
ing a sense of awareness in the overall goal.
15. Promoting
The 1-2-3 Plan:
1. Create or update pages first:
Make the changes by adding the tabs to the current
Facebook Page first before renovating and promoting the
Page, giving it a clean look to start.
Have several Blog posts written. Before promoting
the Blog have one to three posts written prior. This gives
the public a handle on what you will be posting in the
future.
16. Promoting
Step 2
Promote in-house. Adding current email addresses to Facebook can be
simple. Have all staff that have Facebook Pages give their Facebook email to
Brian Hughes, once the email has been given Brian can send an email to all
addresses with the new page location.
Hold group sessions on new Facebook Policy-As seen from the memo
many may glance over. Properly communicate to employees how they can
help add content and promote the page to friends and family of clients.
Step 3
Create a Press Release Oulining Envisions new Social Media Presence
and the entrance to using social media as the way to further enhance the
living conditions of those with Developmental Disabilities. Sending this to
the Tribune and other Media Sources
17. Evaluation
Metrics are important to use in measuring the daily to weekely
progress of the Social Media. Many applications online can eas-
ily tack your progress.
Facebook Insights: Facebook Pages automatically delivers updated measur-
ing on the current page when you visit as an administrator or also devlivered
weekely to the email address used.
Google Analytics/Feedburner: Registering with blogger gives automatic ac-
cess to Google’s Analytics tool which tracks progress of blog automatically
from country user is in, to bounce rate
If Envision decides to upgrade use of other networks more analytic tools can
be found with a simple Google search.
18. Conclusions
Social Media grows insurmountably every year.
Facebook has more than 500 million members but still
grows with 80% of the people checking their accounts
regularly everyday.
Still Other people rely on Blogs as a way to access current
information in a format that is presentable to them and can
allow others to grasp the concepts more thoroughly.
Envision must join the Online Social Forum to connect
with, and inform the audiences of the world.
