Case Study

Partners for Youth with Disabilities

Blogging

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Social Media Management for Facebook & Instagram | Email Marketing | Blogging

“Ashley and Dash of Social were instrumental in getting our organization’s social media off the ground and running successfully. She was caring and invested in our success- from learning about our work and our impact, to understanding the audiences we were hoping to reach. Thank you, Ashley, for all your work!” – Tere Ramos, Executive Director at PYD

Background

Partners for Youth with Disabilities (PYD) is a nonprofit based in Somerville, MA with a goal to create a world where young people with disabilities will be able to live with dignity and pride in who they are and to lead self-determined lives filled with purpose. To make this happen, they build the skills and abilities of young people with disabilities and increase the inclusivity of workplaces, organizations, and communities.

Roadblock

After their previous part-time, in-house communications staff member left to pursue a new career, various PYD staff members stepped in to help out. However, not having a dedicated point person led to an unclear strategy and inconsistency in execution. PYD needed to bring in someone who would be able to revamp the strategy, stay consistent, and find ways to bring awareness to their always-expanding services and support.

HOW WE FIXED IT

PYD hired Dash of Social to take over their entire content marketing strategy, which included managing their Facebook page and Instagram account, publishing two blog posts per month, and producing two newsletters per month. Especially during the time of COVID where all of their programs and events went online, it was crucial to show their audience how they were still able to support their youth during a pandemic.

A big part of PYD is the people behind it: the caring and devoted staff; the incredible participants; and the dedicated donors, supporters, and volunteers. Being able to tell the stories of all of the individuals a part of PYD was key for showing the impact that the organization has been able to make.

We quickly integrated with the PYD team, building a close relationship that felt like we were a part of an in-house team rather than an external agency. Through our work together, we’ve been able to accomplish a number of goals:

  • We collaborated with other agencies hired by the team, such as event planners and videographers, to amplify the work all of us were contributing towards PYD’s programs and events. By communicating directly with one another, this prevented PYD’s leadership team from needing to be the “middle people” between agencies.
  • We communicated frequently with various PYD staff members to support their programs’ initiatives, ensuring the individual offerings of the organization received enough attention and promotion.
  • We revamped their entire email marketing program to move to another provider that would better suit their needs, clean up and organize their contacts, develop a more intentional email marketing strategy, and centralize their email marketing efforts.
  • We attended several events, both in-person and virtual, to capture content to be used throughout their social media profiles, newsletters, and blogs.
  • We incorporated the practice of storytelling, which is especially crucial for a nonprofit, by interviewing and collecting responses from staff members, participants, partners, and others to create a series of pieces across all of their channels to demonstrate who PYD is, what they do, and how they help.

PYD has been able to continue to increase their reach and engagement due to their proactive and open-minded approach to marketing. By being receptive to new ideas and taking a deep dive into their current strategy to find areas for improvement, we’ve been able to make, and continue to make, a big splash for them online.

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