Alternative break program 2019 campaign
- 1. Alternative Breaks Campaign 2019-2020 Bryanna Evans, Megan Hammett, Brooke Barr, Gregory Spencer
- 2. Core Problem ● Georgia Southern University Alternative Breaks program is having difficulty increasing break participant applications and recruiting new applicants to be site- leaders for future experiences. ● The program would like to see new leaders as opposed to those who volunteer their time and service to the program regularly. They would also like to see more student participation.
- 3. Goal ● Increase student awareness about the Alternative Breaks program ● Increase Alternative Breaks applications ● Increase Alternative Breaks trip-leader applications ○ All in regards to the Statesboro campus
- 4. S.W.O.T Analysis- Strengths Strengths: ● Provides Leadership roles to students ● Networking opportunities ● Relatively low cost compared to other volunteer programs ● Personal growth through service and cultural exposure ● Travel over breaks within the school year, no school is missed ● Students gain volunteer hours
- 5. S.W.O.T Analysis- Weaknesses Weaknesses: ● Limited number of participant spaces ● Weak communication to students about information regarding program ● Large time commitment for students ● Some students do not understand what an Alternative Break trip is
- 6. S.W.O.T - Opportunities & Threats Opportunities: ● Offering Breaks to all 3 campuses ● Larger Break groups ● Larger social media and marketing presence on campus for Break programs Threats: ● Other volunteer opportunities on campus ● Other volunteer programs (on and off campus) ● School offers other Break trips and Study Abroad programs
- 7. Research Primary: ● Survey ● Interviews ● Content Analysis Secondary: ● Case study
- 10. Interviews ● 2 AB Board Leaders and 1 student Interview ● Both leaders described their experiences as rewarding and challenging ● Wish they knew about the work involved with the position in advance ○ Behind the scenes ○ Work load ● Challenges with breakers wanting to explore area, not entirely focused on reason behind break ● Least enjoyed marketing and conflicts/ closed mindedness
- 11. Interviews Continued ● Student unfamiliar with the Alternative Break Program. ● Would be open to participating if they did not have other plans ● Would not participate in the Break program ○ time to relax. ● The application looked similar to a standard job application ○ simple to fill out ● Program should be advertised more throughout the campus.
- 12. Objectives ● Increase Student Alternative Break applications by 15% by April 2020 ● Increase Student Alternative Break Site-Leader applications by 20% by April 2020 ● Increase number of Instagram followers for Alternative Break Programs by 15% by April 2020 ● Increase number of Facebook followers for Alternative Break Programs by 10% by April 2020
- 13. Key Publics ● New Students (Freshmen) ● Students ● Upperclassman (Juniors & Seniors) ● Experienced Breakers ● International Students
- 14. Strategies & Tactics ● Students ○ Strategies: Increase awareness about Alternative Breaks through tabling once a month. ○ Educate students on Alternative Breaks. ● Experienced Alternative Breakers ○ Strategies: Increase trip leader applications. ● Upperclassmen- Juniors & Seniors ○ Strategies: Motivate application submissions by highlighting incentives. ● New Students- Freshman/ International Students ○ Strategies: Introduce Alternative Break program to new students.
- 15. Budget ● AB has a total of $300 to spend annually. ● Focused on tactics that were free or minimal cost ● Proposed budget totals about $107.77 ○ Printing, swag/giveaways, mailers ○ Allows for room to purchase miscellaneous items
- 16. Budget Continued
- 17. TACTICAL PIECES
- 18. Social Media Calendar ● 2019 - 2020 Year (June 2019 - July 2020) ● 2 Instagram post & 3 Facebook post per week ● Types of Content ○ Motivation Monday - Inspiration Quote ○ Instagram & Facebook Live ○ Bio on staff & participants ○ Recap on events & experience
- 19. Social Media Calendar Continued ● Key publics: Students, Upperclassmen, Experienced Alternative Breakers, New Students ● Action Desired from publics: Students to engage with the Alternative Breaks social media accounts and informing students about alternative break opportunities. ○ Personal interactions between the organization and students. ○ Information about the program will be dispersed along with thoughts and ideas from students involved in the program. ○ Will allow for Alternative Break participants, site-leaders and board members to be spotlighted ○ create dialogue around social issues ○ offer ways students can serve the community
- 20. Social Media Post ● Primary accounts used: ○ Facebook ○ Instagram ● Hashtags: ○ A list of popular and personalized hashtags were compiled to be used for post on Instagram. ■ Used by other AB programs & break participants ● #AlternativeBreaks- 10,954 ● #Studentleaders- 40,986 ● #SocialIssues- 51,754
- 22. Informational Poster ● Key public: Upperclassmen ● Office of Careers and Professional Development ○ Promotes leadership and resume opportunities
- 23. Brochure ● Key Public: Students ● Action desired from public: Students will learn about the Alternative Breaks Program, the purpose of the breaks, how they help the community and how they themselves can benefit from. ● Where/When Distributed: Tabling events such as the Student Organization Fair, S.O.A.R, First Night Out , Eagle Success, and Classroom visits
- 24. Brochure Continued ● About AB program and its purpose ● Break application dates ● Benefits of breaks ● Social media information
- 25. Digital Signage ● Key public: Students ● Action desited from public: Students to engage with Alternative Breaks social media. ● Catch the attention of students and direct them to the Alternative Breaks social media pages.
- 26. ● Key Public: New Students (Freshman) ● Actions Desired From Public: For new students receiving the postcard to look further into the Alternative breaks program. ○ Overriding message: This post card was made to be informative and encourage students to reach out about the Alternative Breaks program. ○ These postcards will be mailed approximately a week after each session of the BUILD program ends (7/25/2019 and 8/1/2019) Postcards for BUILD Participants
- 27. Postcards Continued ● Social media ● Contact information ● Photo
- 28. Evaluation ● Increase Student Alternative Break applications by 15% by April 2020 ○ Increase of approximately 6 applications would be required on top of the base number of 36. This increase reflects a continued growth of approximately 15%. ● Increase Student Alternative Break Site-Leader applications by 20% by April 2020 ○ Baseline is currently 11 applications, in order to reach our target we will need 16 more application submissions. This increase reflects a continued growth of approximately 20%. ○ This growth in trip leader applications would allow for more options when selecting candidates than the current 11 allows.
- 29. Evaluation Continued ● Increase number of Instagram followers for Alternative Break Programs by 15% by April 2020 ○ With a base number of 485 followers. In order to reach the target percentage of 20%, the Instagram page will need to gain 97 new followers from this campaign. ● Increase number of Facebook followers for Alternative Break Programs by 10% by April 2020 ○ Increase approximately 68 Facebook followers would be required on top of the base number of 675 followers.