North Shore City Council’s Youth Destinations Programme: In2it makes getting active easy. 6
Key learnings
Monitoring and evaluation
Monitoring and evaluation are an important part of the Youth Destinations programme. Research is designed and used to support continuous improvement. Data is collected from events using a one-page questionnaire and used to scope and align youth activities, events and destinations with the target market. Information gained is used to make improvements to the projects throughout its duration. A partnership with Auckland University of Technology AUT has provided an opportunity to ensure monitoring and evaluation are sound.
Avoid over-consulting
Consultation ensures the project is heading in the right direction. To date, Youth Destinations have consulted with various community organisations and youth councils throughout the development of this project.
However, it is equally important not to over-consult. If a programme is about building a rapport with young people, they become drivers of the project in the relevant areas. Consultation is structured when it needs to be, but the project is flexible enough to go with the flow when it has to.
For example, In2it is about marketing physical activity through a streetwise, sociable approach. Social spaces by their nature are flexible and open to change, so this project recommends being inventive with their programmes. They work with different groups, get out there, make it happen, and find out what really works well through practice. They have found that the crucial thing is to have mechanisms to get feedback and then to be ready to learn from their mistakes.
Key marketing approaches
Getting on the same wavelength as young people is vital to the success of In2it. In2it focuses on building a rapport with young people. Connecting with them in an accessible way, rather than using a prescriptive approach is the key. The strength of the fun, cool brand is then used to market all sorts of activities that help engage young people in physical activity.
Some of the things that mark this audience-focused approach have been the use of technology in marketing (the website, e-Newsletter, text invites), the short events programme development (2 hours max for an event), and providing for impromptu events through the “In2it Hook-up Van”. All these are about engaging with the audience and making physical activity easily accessible and fun.
To learn more about the project, contact Lisa Tocker, Community Liaison Manager, North Shore City Council,
lisa.tocker@northshorecity.govt.nz
Updated | 27 Jun 2008.
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