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Nacro online strategy

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The document outlines Nacro's strategy for developing its online presence and digital communications. It discusses conducting research to understand target audiences and their needs. The objectives are to augment services for users, become a trusted resource, attract more funding, and influence policymakers. The strategy involves building a user-focused website, using stories and case studies, and leveraging social media and local networks to complement the website and help achieve Nacro's communication goals. It also discusses planning, development, and support required for the new online strategy.

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Nacro online strategy M Farrar 2008 NACRO online strategy Minuche Farrar
External context Criminal justice has a controversial media image People, especially young people, who commit crimes are demonised in the press Move towards rehabilitation and attempts to reduce prison population Nacro online strategy M Farrar
Background Service users drawn from overcrowded prisons or from highly disadvantaged backgrounds where they risk getting involved in crime Funding becoming more localised Policymakers looking for joined-up solutions Nacro online strategy M Farrar
NACRO¡¯s strengths Clear understanding of environment Well positioned to respond to cross-party support for an increased independent-sector service delivery Well-established and respected profile Expert staff Strong local presence Equality and diversity implementation Nacro online strategy M Farrar
Overview Nacro would like to align itself with Service users Funders Policymakers Nacro online strategy M Farrar
Objectives Augment services for service users Become a trusted resource for service users Become a magnet for funding Build on its authoritative status among policymakers Continue providing consultancy and training to agencies Integrate with existing services Nacro online strategy M Farrar
Key messages Nacro is the main charity in England and Wales dedicated to reducing offending We can help you avoid becoming involved in crime and reoffending and help rehabilitate you We are secure, with local knowledge, and are a good prospect to fund We can provide you with authoritative policy analysis and consultancy on offending, particularly youth offending Nacro online strategy M Farrar
Approach to target audiences Reaching a variety of service users might require several online forms of communication Offenders Ex-offenders Those at risk Different age groups Funders seek transparency Policymakers expect factual authoritative information Agencies want clear, brief, relevant information Nacro online strategy M Farrar
Reaching audiences effectively Establish target groups to address different needs Vulnerable or excluded Offenders Ex-offenders Nacro online strategy M Farrar
Using online communications to reach audiences Highlight projects Feature case studies of those Nacro have helped Provide specific advice to complement existing advice Provide joined-up information for each type of user Build two-way communication with audiences Build profile to influence national policy Provide an easily accessed resource Highlight Nacro¡¯s successes - good news stories Nacro online strategy M Farrar
NACRO online strategy Minuche Farrar
Using online communication to help Nacro Complement work already being done Save costs through online publications and donations transactions Present a comprehensive picture at policy level Enable audiences to interact with Nacro Gain longstanding relationships with audiences Nacro online strategy M Farrar
Planning a new website Structure around key audiences Build it around user ¡®journeys¡¯ Meet accessibility criteria Use stories and case studies Build in future needs Clear structure and functionality Simple content management Keep language clear, avoid jargon, not patronising Nacro online strategy M Farrar
Nacro online strategy M Farrar
Other online communications Specifically-targeted communications may work better alongside website Microsite for service users with different approach to information? Use social networking sites to direct people to specific areas of site eg consultancy and training on Facebook - this needs to be very clearly planned and focused Use local networks to direct people to site Start with simple website and build from there Nacro online strategy M Farrar
NACRO online strategy Minuche Farrar
How it should work Call to action on every page Simple transaction function Image boxes with text Search Frequently updated home page Highlight features Showcase for national projects Nacro online strategy M Farrar
Supporting a new website Establish awareness Build commitment Manage change Use existing collaborations Nacro online strategy M Farrar
Redevelopment planning Evaluate needs over 3-year period Analyse similar site and best practice Survey audiences and other stakeholders Work with a user group - mainly internal Analyse technological requirements and integrate with IT plan Audit of existing site and future requirements Evaluate resource requirements and impact on workforce Nacro online strategy M Farrar
Nacro online strategy Any questions? NACRO online strategy Minuche Farrar

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Nacro online strategy

  • 1. Nacro online strategy M Farrar 2008 NACRO online strategy Minuche Farrar
  • 2. External context Criminal justice has a controversial media image People, especially young people, who commit crimes are demonised in the press Move towards rehabilitation and attempts to reduce prison population Nacro online strategy M Farrar
  • 3. Background Service users drawn from overcrowded prisons or from highly disadvantaged backgrounds where they risk getting involved in crime Funding becoming more localised Policymakers looking for joined-up solutions Nacro online strategy M Farrar
  • 4. NACRO¡¯s strengths Clear understanding of environment Well positioned to respond to cross-party support for an increased independent-sector service delivery Well-established and respected profile Expert staff Strong local presence Equality and diversity implementation Nacro online strategy M Farrar
  • 5. Overview Nacro would like to align itself with Service users Funders Policymakers Nacro online strategy M Farrar
  • 6. Objectives Augment services for service users Become a trusted resource for service users Become a magnet for funding Build on its authoritative status among policymakers Continue providing consultancy and training to agencies Integrate with existing services Nacro online strategy M Farrar
  • 7. Key messages Nacro is the main charity in England and Wales dedicated to reducing offending We can help you avoid becoming involved in crime and reoffending and help rehabilitate you We are secure, with local knowledge, and are a good prospect to fund We can provide you with authoritative policy analysis and consultancy on offending, particularly youth offending Nacro online strategy M Farrar
  • 8. Approach to target audiences Reaching a variety of service users might require several online forms of communication Offenders Ex-offenders Those at risk Different age groups Funders seek transparency Policymakers expect factual authoritative information Agencies want clear, brief, relevant information Nacro online strategy M Farrar
  • 9. Reaching audiences effectively Establish target groups to address different needs Vulnerable or excluded Offenders Ex-offenders Nacro online strategy M Farrar
  • 10. Using online communications to reach audiences Highlight projects Feature case studies of those Nacro have helped Provide specific advice to complement existing advice Provide joined-up information for each type of user Build two-way communication with audiences Build profile to influence national policy Provide an easily accessed resource Highlight Nacro¡¯s successes - good news stories Nacro online strategy M Farrar
  • 11. NACRO online strategy Minuche Farrar
  • 12. Using online communication to help Nacro Complement work already being done Save costs through online publications and donations transactions Present a comprehensive picture at policy level Enable audiences to interact with Nacro Gain longstanding relationships with audiences Nacro online strategy M Farrar
  • 13. Planning a new website Structure around key audiences Build it around user ¡®journeys¡¯ Meet accessibility criteria Use stories and case studies Build in future needs Clear structure and functionality Simple content management Keep language clear, avoid jargon, not patronising Nacro online strategy M Farrar
  • 15. Other online communications Specifically-targeted communications may work better alongside website Microsite for service users with different approach to information? Use social networking sites to direct people to specific areas of site eg consultancy and training on Facebook - this needs to be very clearly planned and focused Use local networks to direct people to site Start with simple website and build from there Nacro online strategy M Farrar
  • 16. NACRO online strategy Minuche Farrar
  • 17. How it should work Call to action on every page Simple transaction function Image boxes with text Search Frequently updated home page Highlight features Showcase for national projects Nacro online strategy M Farrar
  • 18. Supporting a new website Establish awareness Build commitment Manage change Use existing collaborations Nacro online strategy M Farrar
  • 19. Redevelopment planning Evaluate needs over 3-year period Analyse similar site and best practice Survey audiences and other stakeholders Work with a user group - mainly internal Analyse technological requirements and integrate with IT plan Audit of existing site and future requirements Evaluate resource requirements and impact on workforce Nacro online strategy M Farrar
  • 20. Nacro online strategy Any questions? NACRO online strategy Minuche Farrar