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Description
Based on an organisational needs assessment and action plan, and on a business plan, this project aims to enhance the sustainability and impact of Rádio Miúdos through the creation of a social enterprise, able to increase its revenue, and the engagement and loyalty of its customers, to train employees in areas necessary for the business, and to strengthen the visibility and reputation of Rádio Miúdos.
Summary of project results
The key challenges identified in the organization''s diagnosis were attracting, engaging, and retaining children of various ages and their educators, and enhancing sustainability by creating a specific social business. This business would generate impact and revenue, reducing reliance on national and European funding applications. After a guided brainstorm by an expert and plied the VCW – Value Creation Wheel method, it was proposed to create a digital platform to increase revenue, participation in Rádio Miúdos programs, and access to digital content in various formats. It also aimed to balance digital and real-world interactions, fostering co-creation of content and healthy development. The platform was designed to appeal to children and young people, increasing their engagement through user-friendly UI and UX. Additionally, it sought to involve parents, guardians, and teachers, providing equal value to them. The project also aimed to expand international participation and adapt to different cultural contexts through institutional partnerships, establishing a global solution in the Lusophone world.
Throughout the project, a series of internal and external training actions were carried out, enabling the development of employees through the acquisition of new knowledge and the deepening of their skills. These included management training for the Executive Manager of Rádio Miúdos, involving a postgraduate course in Business and Organization Management provided by Lusófona University and coaching by the project-hired collaborator.
Additionally, the team received training in transversal content, including "Value Creation and Business Models" and "Strategy and Brand Creation in the Digital Era," which were extended to all Rádio Miúdos employees. Specific training on managing the platform was also provided by the company contracted for its development.
The project involved several key promotional activities to enhance visibility and engagement. A promotional video was created and shared on YouTube and Rádio Miúdos'' social media platforms, and it was also announced during live broadcasts. A newsletter was sent to the entire mailing list of Rádio Miúdos, which included approximately 800 contacts from schools across the country and Portuguese schools abroad, as well as municipal councils, the press, parents, and the general public. Furthermore, a launch image was disseminated through the newsletter, the Rádio Miúdos website, and their social media channels. Jingles announcing the launch of JáCáTá were broadcasted on Rádio Miúdos.
The project was organized into four phases: the creation of a social business (media platform and social network), the empowerment of Rádio Miúdos, the enhancement of its'' visibility and notoriety, and the external evaluation of the project.
Overall, out of the 45 planned activities, 75.6% were fully executed. The majority of the activities in progress or yet to start were related to the implementation of the social business, as their initiation was delayed due to the timing of the company''s hiring for platform development and rollout.
In terms of results, the creation of the digital media and social network platform and the team''s capacity building had varied executions and impacts. The first objective, the platform, was partially achieved as it was completed but with some limited features. The regular use and the envisioned social business were not fully executed, so the platform''s impact was yet to be tested at the reporting time. The second objective, capacity building, exceeded expectations as all team members were involved instead of the initially planned four. This resulted in effective actions from the team, such as the majority taking on defined roles.