swot analysis The Urban Smarts brand’s current strengths include the caseworker support, professional artists and the facility. The caseworkers benefit the program because they encourage the students to face emotional issues and provide council. These caseworkers assess each student and provide them with like skills training including “dealing with feelings, dreams/goal settings, healthy choices, and life changes”(Urban Smarts). The program uses one professional artist and two art interns per school. These individuals teach the students based on personal knowledge from life experiences and schooling. They inspire the students by showing them that art and creativity can be transformed into a career path. The facilities act as a benefit because the program is held after school at various public schools. This eliminates issues of location cost, transportation and parental trust in program legitimacy. This also allows for the program to be held at various schools simultaneously. The current weaknesses include a lack of brand image, a lack of social media and the length of the program term. The brand image currently relies on the logo. The website is the only form of visual collateral supporting the program and while it provides information, there is no design or visual feeling. The logo is outdated and confused. The program’s image isn’t reflecting it’s potential. The social media that is lacking is detrimental in today’s day and age. Connection to social media allows a consumer to feel personally
connected with a brand and legitimized the program. Without social media, the program will not thrive. The Urban Smarts program is only run for eight weeks per year. The students are enrolled in a highly effective course, but at such a short interval, the impact is lesser. Future opportunities include expansion to more schools, increased funding and longer program terms. The expansion is limitless if the program evokes its strengths. Not only could the program expand to more schools in the San Antonio area, but the program could spread out of the state as well. If the program can evoke a stronger brand image, the funding could be increased. This would continue to assist in program expansion regarding both locations and curriculum. The program also has the opportunity to run for terms longer than eight weeks. The program would succeed as a yearlong program after school program and over the summer. The threats the program faces are competing after school activities a lack of student interest
strengths
caseworker support professional artist teachers open & public facility
weaknesses
lack of brand image lack of social media short-term program
opportunities
area expansion increased funding longer program term
threats
other after school activities lack of student interest lack of volunteers
and participants and a lack of volunteers including caseworkers and artists. The student participants are those who have an interest or wonder about art and creativity but the program faces competition of programs, such as theatre, that promote similar ideals as well as programs, such a sport activities, that promote different ideals entirely. In order to maintain interest in students and volunteers the re branding efforts are necessary.
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