This document provides an overview of Partners for Youth with Disabilities (PYD), a nonprofit organization that provides mentoring programs for youth with disabilities. PYD aims to empower youth with disabilities through high-quality mentoring programs where adult mentors with disabilities act as role models. The document outlines PYD's mission and programs, as well as its goals to strengthen its online presence through social media campaigns and increase its number of mentors. It describes PYD's strategies on Google AdWords, Facebook, blogs, Twitter and media sharing sites to promote its mission and programs.

1. Partners for Youth
With Disabilities
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Valerie Mattos
Brian Karp
Linda Newman
Anne Galebach
Meredith Tufts

2. Mission Statement
Partners for Youth with Disabilities, Inc. (PYD) is
committed to empowering young people with disabilities
to reach their full potential for personal development. We
do this by providing high quality one-to-one and group
mentoring programs where adult mentors with disabilities
act as positive role models and provide support,
understanding and guidance for youth as they strive to
reach their personal, educational and career goals.

3. PYD Overview
 PYD is centered in Massachusetts in the Greater Boston
area.
 Mission is to empower young people with disabilities to
reach their full potential for personal development.
 High-quality one-to-one and group mentoring programs.
 Variety of individual and group programs consisting of
Mentor Match, Making Healthy Connections, and POL.
 Education and training programs that are, Peer
Leadership, Access to Theater, Young Entrepreneurs
Project, and Parents Groups

4. Partners Online
 Partners Online is an online mentoring community for
people with disabilities and their families.
 Partners Online Services: for youth consists of
discussion forums, live chats, and group mentoring.

5. Goals of Campaign
 To create a stronger online presence for Partners for
Youth with Disabilities and Partners Online through
social media.
 To gain more mentors

6. Objectives
 Increase users on Twitter by 100% and follow 100
people and have 100 followers.
 Increase Blog entries by 100%.
 Use Facebook to increase online visibility for events and
meetings and build brand awareness on the Web.
 Increase website traffic by 5-10% through Google Ad
Words.

7. SWOT Analysis
 Strengths: Strong presence in MA. Starting to expand across the
country. Strength of the program itself.
 Weaknesses: Need to be more widely recognized and known, not
enough easily accessible information out there.
 Opportunities: the use of Flickr, Vimeo, blog etc. Utilizing
AdWords. Providing easy information.
 Threats: Other programs in the area

8. Competitive Analysis
Any programs that take away potential donors or volunteers from
PYD
 Programs that include the mentoring and teaching of building skills
in areas of independent living, self-advocacy,
 Entrepreneurship and career development for people with
disabilities.
 Programs that include opportunities for socialization, leadership,
community service, healthy living and preparation in the arts for
people with disabilities.
 Programs that provide role models
 Programs that include mentoring and teaching online and/or one to
one mentoring
 Potential donors who donate to other programs and other nonprofit
organizations

9. Direct Competition
Other mentoring related programs for youth with disabilities that
offer online mentoring and/or one to one mentoring
 Best Buddies
 Best Buddies Health
 Connecting to success
 Do It Pals
 Independence Association
 National Dissemination Center for Children with Disabilities
 Cultivating Leadership Mentoring Youth with Disabilities
 National Disability Mentoring Day
 Creating Mentoring opportunities for Youth with Disabilities

10. Potential Partnerships
Potential to maximize community exposure and benefit
from shared resources and contacts.
Potential Partnerships with:
 Best Buddies
 National Disability Mentoring Day

11. Target Audience
 Mentors: both one-to-one and online
 One-to-one must live in MA
 Online can be anywhere in the US
 Adults with disabilities to mentor the youth or others
interested in donating time

12. Key Messages
 Volunteer!
 Sign up to become a mentor
-Online or one-on-one

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14. Google AdWords
Objectives and Strategy
 Drive more traffic to the website
 Get more mentors to volunteers
 Segmented our campaign into two strategies, one for
Partners Online and one for PYD.

15. Ad Groups
 Separated based on specific programs and areas for
which people are able to volunteer.
 Keywords Strategy: words related to searches for mentor
programs, disability programs, and students jobs.
 11 unique Ad groups

16. Metrics
 From Feb 9, 2009- April 20, 2009
 Clicks: 926
 Impressions: 23,560
 CTR: % 3.93
 Avg. CPC : $0.79
 Avg. CPM: $30.96
 Total Cost of the Campaign: $729.39

17. Best Performing Ad

18. Keywords

19. Google Analytics
 On both the PYD and POL websites.
 Seen a correlation between the success of the Adwords
campaign and direct traffic to the website.
 The Summer Jobs Ad Group landing page was one of
the pages with the highest visitor frequency.

20. Metrics
Metrics for POL
 Visits: 2,634
 Pageviews: 3,658
 Pages visited: %92.67
 Unique Visitors: %94.38
Metrics for PYD
 Visits: 2,316
 Page Views: 6,240
 Pages visited: 2.69
 Bounce Rate: %60.97
 Unique visits: %84.54

21. Searches

22. Facebook
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23. Facebook
A Facebook account and Fan Page has been created for PYD
 Source of information about the organization
 Attract potential mentors and donors
 Provide a platform for dialogue
 Obtain feedback from anyone interested in PYD’s activities
 Answer questions from the public
 Engage in conversations with PYD’s Facebook friends
 Post thoughts, ideas or comments
 Upload photos of the organization’s members, events, locations

26. The Blog
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27. Blog Objectives
 To create online content for users of Partners Online that
educates people on particular subjects relating to
disabilities and gives people advice about these
subjects.
 To generate awareness about current events for people
with disabilities.
 To generate discussion among mentors, youth, young
adults, and parents who have disabilities or want to be
help people with disabilities.

28. Blog Strategies
 Post news stories on the Blog that will generate interest among
youth with disabilities and parents of youth with disabilities
 Post topics on the Blog that will create conversations- new research
about disabilities.
 Provide advice for parents and youth with disabilities so that they
have additional resources from the PYD and POL websites.
 Post articles that are beneficial to mentors, struggles they might
encounter while mentoring, the challenges of mentoring, and other
useful tips. This will encourage discussion on the Blog.
 Use widget to share Blog with web users.

33. Future Recommendations
 Have link to the Blog on the POL website and the PYD website to
gain more web traffic.
 Use the Blog as a resource for creating conversations about topics
parents, youth, and mentors want to talk about online.
 A trusted place for individuals to find information and comment on
their own personal thoughts on subjects.
 A platform to refer people to, such as mentors, who want to learn
more about people with disabilities or ways they could be a positive
influence.

34. Twitter
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35.  Post news topics related to the field of disabilities and
link them to the blog
 Be a leading online source of information for helping
youth with disabilities
 Post PYD programs and events
 Ways to sign-up and activity ideas for mentors
Twitter- Strategies/Tactics

36. Twitter
 128 followers
 30 Updates made
 Looking to discover people interested in mentoring or
helping youth with disabilities
 Inform public about PYD upcoming events
 Create a relevant following that you can engage and
spark conversations with
 Upload photos of the organization’s members, events,
locations

38.  Received several @replies and DM regarding specific opportunities
they have for helping youth with disabilities
 Utilized and connected to other social media
 PYD’s cause is widespread and far-reaching
 Many people are interested in topic, but don’t always talk about it on
Twitter
Twitter- Positives/Negatives

39. Media Sharing
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40. Flicker
 Website online that allows for the free sharing and
management of photos
 Uploaded two pictures from functions
 Help people get an idea of what PYD does

41. Vimeo
 Sharing videos
 PYD video added
We Are Able: Perspectives of Transitioning Young Adults
with Disabilities
 First hand narratives feat. children and young adults with
disabilities
 Difficulties and prejudices while living with disabilities

42. Future Recomendations
 Add more!
 Types of photos and videos
 Informative for volunteers and potential users
 Fun

43. Overall
Recommendations
 Website update
 Continue to post, tweet, add!
 Make online Mentor sign-up process easier
 Always link and integrate social media together
 Inform staff and current members to use existing social
media applications and comment on social media
platforms
 Reach out to area colleges with disability majors about
volunteer opportunities

44. Thank You!