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How to Audit a YouTube Channel Like a Leading Pediatric Hospital


Phoenix Children’s


Phoenix, AZ


  • Audit of current channel against competitor channels
  • Strategic recommendations for growth 
  • Tactical plan for future implementation


YouTube is the second-most used search engine in the world, behind Google. That means the Phoenix Children’s YouTube channel has massive potential to help the organization achieve its marketing goals while also providing enormous value to its target audiences.

While a complete channel overhaul was not ready to be implemented, a plan is in place to see short-term gains by implementing best practices and optimizing the channel in the right ways.  


The Phoenix Children’s YouTube channel was a hub of information serving many audiences including parents, practitioners, and donors. Ensuring each audience was represented and understanding that the implementation would need to be a phased approach added specific considerations to keep in mind throughout the project. 


Convince & Convert completed a competitive assessment of other top children’s hospital YouTube channels, to gain insight from their success and understand how content performed relative to Phoenix Children’s. It was clear through the audit that Phoenix Children’s has an opportunity to become a pediatric healthcare leader with YouTube content, as no competitive channel is currently owning the space.

Through the review of existing channel content and organization, current brand standards and future content plans, Convince & Convert recommended a tiered approach to bring the channel up to best practice standards and ensure new content is optimized. 

Using the channel analytics, we recommended updating content playlist as well as archiving content, using specific criteria that was unique to Phoenix Children’s goals and objectives. 

Calls to action through the Phoenix Children’s website, hashtag usage, title and description standards are all part of the tactical recommendations to ensure that new content is optimized to viewers. 

As always, Convince & Convert provided relevant and related examples for each recommendation and clearly illustrated the changes needed to apply to existing and future content for the Phoenix Children’s channel. 

Takeaways for Next Steps

  • Phoenix Children’s received a prioritized list of 20 quick wins to apply to the channel in short order for immediate gains
  • Strategic changes were organized and outlined for longer-term resource implementation 
  • New standards for the channel were recommended for all new videos
  • A regular review of channel analytics and process was outlined, so future success can be seen

Stay Tuned for Implementation Results

Texas Exes – Alumni Association for The University of Texas
Austin, Texas USA
Services Provided
Like many alumni organizations across the country, Texas Exes saw declining engagement, challenges with hitting giving goals, and in general, had a harder time getting the attention from their target audiences. It was a good time to re-connect and re-assess alumni sentiment and needs.
Although the Texas Exes had a strong organization and following, they still faced significant challenges:
  • Generally speaking, the University of Texas at Austin has a very decentralized culture, which pervades every related organization and department.
  • Texas Exes wanted to make sure that teams used to operating independently didn’t just see this research as something for the marketing team to use in crafting giving pitches, but data that could inform and guide every area, from student outreach, to events, to fundraising and beyond.
Convince and Convert started by implementing an attitudinal survey that asked alumni how they felt about the association generally, events and benefits, as well as their feelings about their time at the University of Texas at Austin. Convince & Convert then performed a thorough analysis, developed personas, recommended strategies, and content ideas that would support the needs and desires of the alumni. One of the key findings was that the alumni’s main unmet desire was more professional interaction, including networking, mentoring and job opportunities. When COVID hit, it became clear that they had a significant opportunity not to just move events online but do so in a strategic and intentional way. Texas Exes had been in conversation with Graduway, a platform that provides a private social network with robust features, for more than a year. In six weeks, Convince & Convert helped the Texas Exes accelerate this concept, finalize their contract, and plan a launch strategy. In addition, Convince & Convert helped organize conversations beyond just Texas Exes alumni needs to include Career Services, Athletics, and a number of colleges within the university to ensure they all had some ownership in how their corner of the platform would come together.
Convince & Convert crafted plans for each of their service areas to evolve to better match the needs uncovered in the survey. Texas Exes was proud to have the most successful higher ed launch Graduway has ever experienced and are using the insights gathered from this active and engaged group to develop and refine future plans for the organization and the university. Reached 8,000+ users in four months after virtual networking space rollout.

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