Many residents who have not engaged in our digital world either are not aware of the many programs and services available to them, or they do not feel that they can benefit from technology. The City and its partners recognize that ongoing community engagement is essential to emphasize the importance of having everyone connected.
Initiative 4.2.1: Community Forums & Events
Many organizations like the Community Advancement Network, Skillpoint Alliance and Austin Public Libraries host and attend community events and forums to engage directly with the community on a range of issues. The City should work with these and other community organizations to advocate for digital inclusion as a component of larger community development events, in addition to participating in or hosting digital inclusion-specific events. The City’s presence should include a technology display to show community members resources like AustinConnects.net and the virtual public library e-books and databases, and should also provide informational one-pagers in English and in Spanish. While the City already participates in some local events, it needs a more consistent and engaging physical presence to fully communicate the importance of having everyone connected. The City therefore should aim to participate in and promote regular community events and provide staffing to do so.
- Goal: To Develop Relevancy & Advocacy Campaigns Within Specific Communities & Populations
- Objective: To plan and host City events and participate regularly in events held in the community
- Primary Audiences: Internet non-users
- Key Players: Community-Based Providers, City, Nonprofits
Initiative 4.2.2: Host a “Day of Digital Inclusion"
Working toward a digitally engaged society is an exciting process that should be celebrated by the Austin community. The City and its many partners across all sectors should host an annual “Day of Digital Inclusion”. This exciting event is an opportunity to inform the community about work being done, create a fun and engaging environment for residents to learn about programs and services, while it engages residents from all backgrounds and neighborhoods. The City should seek sponsors to help fund this event and work with local digital inclusion program providers to plan and execute the event.
- Goal: To Develop Relevancy & Advocacy Campaigns Within Specific Communities & Populations
- Objective: Schedule and plan an annual “Day of Digital Inclusion” celebration
- Primary Audiences: All residents
- Key Players: Community-Based Providers, City, Nonprofits, Education & Higher Ed
Initiative 4.2.3: Marketing campaign on digital inclusion programs
Relevance continues to be an issue for the 8% of Austinites who do not use the internet. A marketing campaign should be designed to produce public messages that promote digital inclusion. The campaign should be multi-sectorial in nature, with different messages crafted to appeal to different motivations. For example, a public health message could communicate the benefits of online health resources like the Livestrong Foundation’s website and free databases related to health and wellness at the Austin Public Library. The campaign should use local media resources including but not limited to public service announcements, City bus advertisements, utility mail-outs, and public posters. Digital literacy associations and experts should be contacted for professional advice for building effective marketing campaigns and metrics to measure the success of the campaign.
- Goal: To Develop Relevancy & Advocacy Campaigns Within Specific Communities & Populations
- Objective: Create a successful targeted marketing campaign based on standard metrics of success
- Primary Audiences: Internet non-users
- Sectors: Community-Based Providers, Community, Nonprofits, City, Public Health, Education & Higher Ed
Initiative 4.2.4: Leverage digital inclusion partners’ networks to promote digital inclusion
Our partners in all sectors have robust and engaged networks. This is an opportunity to promote digital inclusion efforts to a broad audience. Partners in diverse sectors—including public health, community, public library, nonprofit, and more—should make their networks available for outreach, promotions, and social media pieces. Information divulged to these sector-based networks should inform residents about public access computer locations and digital literacy programs in a way that is relevant to the interests of the partner organization or entity. For example, White Crane Day provides an opportunity to focus on individuals with limited sight and their digital literacy opportunities.
- Goal: To Develop Relevancy & Advocacy Campaigns Within Specific Communities & Populations
- Objective: All sectors should work with partner organizations to incorporate relevant digital inclusion information into their communications
- Primary Audiences: Audiences engaged in specific sectors
- Key Players: Community-Based Providers, Community, Nonprofits, Public Health, Education & Higher Ed, Business & Entrepreneur
Initiative 4.2.5: Recruit knowledgeable individuals within the community to provide small group or one-on-one sessions of training
Austin is known for its volunteerism. Small groups and one-on-one sessions can be very effective at helping individuals build digital skills, particularly if they want to learn a skill like creating a resume or using email. There is an opportunity to leverage technologically skilled Austinites who want to “give back” to the community. Organizations like Austin Free-Net host volunteers who work directly with residents, but there are additional opportunities to expand and localize these direct services. An effort should be made to recruit more skilled volunteers at all public computer locations to create more opportunities for small groups and one-on-one sessions. Organizations that already host these volunteers like Austin Free-Net and Austin Public Libraries can help create job descriptions, and identify and recruit volunteers with the appropriate background, knowledge, and skills assist local residents and measure outcomes.
- Goal: To Understand the Need for Digital Literacy Training
- Objective: Identify the skill levels and talents required and develop job descriptions that can be used to recruit volunteers. Reduce turnover for volunteers by matching them well with client needs and measure outcomes.
- Primary Audiences: Residents interested in digital literacy training
- Key Players: City, Community, Community-Based Providers, Community
Initiative 4.2.6: Identify target communities to understand their unique digital literacy needs
Data from the Austin Digital Assessment should be used in combination with guidance from community leaders and local residents to identify key communities to prioritize for programming and service development. The Austin Digital Assessment includes a geographic analysis by zip code of key digital inclusion indicators like Internet usage and home broadband connection. These data should be supported by guidance from leaders within local communities who can also promote programs and their relevance. We should develop a systematic, ongoing, and consistent method for asking members in key communities about their digital inclusion needs. Public libraries and other community spaces can be used to engage directly with residents and can provide geographic dispersion to further data collection. We should ensure that all relevant sectors are represented in this analysis and that sufficient staffing is provided to gather and analyze data.
- Goal: To Address Potential Barriers to Digital Inclusion
- Objective: Utilize Austin Digital Assessment to identify key communities. Reach out to community leaders in those areas for input on literacy needs. Develop methodology to engage directly with residents in community spaces
- Primary Audiences: Residents in underserved areas
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Key Players: City, Community