Situational Analysis 

This section will look at Spectrum Derbyshire CIC's online presence through a SWOT analysis. SWOT helps assess an organization's internal strengths and external challenges. It is especially helpful in digital reviews as it gives a clear picture of what is effective, what requires enhancement, and where there are chances for growth or potential risks, aiding in strategic planning and marketing choices (Gürel and Tat, 2017).

SWOT analysis

Strengths:

 

Strong niche positioning:

  • They target a specific set of audience, families with autistic children which enhances engagement and loyalty online (Kotler and Keller, 2016).

Active on social media:

  • The brand maintains a presence on platforms such as Facebook, using engaging content and event updates to engage followers. Social media is vital for building relationships and community trust, which is a strength for Spectrum Derbyshire because they are on the right platform with their target audience (Kaplan and Haenlein, 2010).

Clear website:

  • The official website effectively conveys the organization's mission and provides intuitive navigation for accessing event information and ticket purchasing (Chaffey and Ellis-Chadwick, 2019).

Weakness:

Limited platform use:

  • They only focus mostly on Facebook, which gives the brand minimal presence on other platforms like Instagram, Tiktok and linekdin. This limits the reach they can exceed if they are only active on one social media site when they can equally do the same on other networks (Smith, 2020).

Low search engine visibility:

  • The website's lack of visibility in search results indicates subpar SEO (Search Engine Optimization) effectiveness, which is essential for enhancing discoverability (Chaffey and Ellis-Chadwick, 2019).

Opportunities:

Growing awareness of neurodiversity:

  • More people and organizations are supporting inclusive activities, which can be promoted through focused online campaigns (Brinkerhoff et al., 2020).
  • Not many people are aware of this, spectrum Derbyshire can utilise there digital presence to increase awareness on it.

Expansion to video platforms

  • Utilizing YouTube or TikTok can display events, testimonials, and behind-the-scenes footage to engage and comfort new families (Sammut-Bonnici and Galea, 2015).

Threats:

Digital competition:

  • Alternative inclusive event providers might possess more refined or extensive digital strategies, which could divert focus from Spectrum Derbyshire (Chaffey and Ellis-Chadwick, 2019).

Cybersecurity:

  • For organizations that work with vulnerable populations, safeguarding digital data is crucial; neglecting to secure this information may undermine trust and harm the organization's reputation (Laudon and Traver, 2021).

 

The SWOT analysis indicates that Spectrum Derbyshire CIC has a solid digital foundation, especially with its targeted approach and active community involvement on social media. To boost its digital influence, the organization should consider diversifying its platforms, enhancing SEO, and implementing a consistent content strategy. By tackling these challenges and seizing new opportunities, it can improve its visibility and engagement. As noted by Chaffey and Ellis-Chadwick (2019), aligning digital strategies with audience behaviour is crucial for maintaining a competitive edge online. Being proactive in adapting will be vital for navigating digital challenges and staying relevant in a fast-changing digital landscape.

 

SMART Objective

  • To launch and rise an Instagram account for Spectrum Derbyshire CIC that showcases events, what they do as a company to overall to build community engagement and reach younger parents by achieving a 20% increase in followers and an average rate of 5% within 6 months.

 

Spectrum Derbyshire will implement an official Instagram account that reflects its brand identity and values. The account will be used to share photos and videos from past events, promote upcoming activities, and post behind-the-scenes content, along with useful and educational information on relevant topics. Success will be tracked through key performance indicators such as reaching 1,000 followers, achieving an average post engagement rate of 5% through likes, comments, and shares, and ensuring at least 50% of new followers are parents or carers, identified through interactions and comments. These targets will be met by posting three times a week with engaging content, using relevant hashtags, and following similar community and parent-focused accounts to raise awareness of the page. This objective aligns with Spectrum Derbyshire’s mission to support more families with autistic children, particularly younger parents who are active on Instagram, while addressing a gap in the current digital strategy by expanding beyond Facebook and into a more visual, dynamic platform.