The following presentation was used to pitch and breakdown my group's campaign for Georgia Southern University's Alternative Breaks Program.

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

8. Survey Results

9. Survey Results Continued

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

21. Social Media Graphics

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.