breakthrough houston, mission:alumni
DESCRIPTION
Social media campaign that would allow Breakthrough Houston, a non-profit organization whose mission "aims to prepare students who possess high academic potential, but limited education resources for competitive high-school programs and college admission," to find past alumni whose records were lost as a result from damage caused by Hurricane Ike.TRANSCRIPT
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Breakthrough Houston
MISSION: ALUMNI
“Bringing the Past to the Future…”
Rebecca HoldenMatt DawsonChasity Mims
Josh WallsBryan Collins
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Background
• Est. 1996( 30 6th graders)• Locally supported nonprofit organization that offers its
service to students FREE of charge.• Aims to prepare students who posses high academic
potential, but limited educational resources for competitive high school programs and college admission.
• Six year commitment- beginning with in the 6th grade• “Students teaching Students”• Currently: 200 plus students from Houston schools attend
the six week , intensive summer program and year-round Saturday School
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SWOT Analysis
•Very driven work staff•Strong board of advisors•Good cause•Generous donors•Division of a successful program•15 year history
•Lack of credibility•Lack of man power•Lack of funding•Lack of records
•Finding alumni•Increase awareness•Cultivate donors•Possible alumni teaching candidates•Increase credibility
•Lack of donations•Reputation in jeopardy•Program shutting down
Strengths Weaknesses
Opportunities Threats
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Situation Analysis
• Breakthrough Houston’s Data- Created in summer 1996, ended in 2008 due to Hurricane Ike.
• Data recovery, a valuable asset for promotions and fundraising.
• Statistics of Breakthrough student’s success rates aid in creating grant proposals.
• Larger network = larger pool.• Current dilemma is a lack of planning, funding, and
manpower.• Social Media is the best tool for “connecting the dots”.
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Core Opportunity
• Recreate the culture and foundation that Breakthrough Houston has established through the use of social media in order to gather more support and sponsorship for the program, where as if left unrealized could result in loss of participation and funding.
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Goals
• To collect all information concerning past alumni.
• To create an avenue for Breakthrough Houston alumni to rejoin the effort.
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Objectives
1. Audience: Past students2. Behavior: Make contact with other students and obtain
their contact information and join Breakthrough’s Facebook page.
3. Time: January 1, 2011-December 31, 2011
4. Audience: Past and / or current teachers5. Behavior: Make contact with other teachers and obtain
their contact information and join Breakthrough’s Facebook page.
6. Time: January 1, 2011-June 30, 2011
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Objectives
1. Audience: Past and / or current teachers2. Behavior: Make contact with other former students and obtain
their contact information and join Breakthrough’s Facebook page.3. Time: July 1, 2011-December 31, 2011
4. Audience: College students majoring in education and / or have the desire to work for a non-profit, who are seeking an internship.
5. Behavior: Act as a chairperson and administrator to create a working team of former Breakthrough Houston students and teachers to find lost alumni.
6. Time: July 1, 2011-December 31, 2011
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Key Publics and Messages
• Alumni• Breakthrough’s past is the key to its future
⁻ Currently no record of past participants⁻ Success of the program is determined by
the success of past students⁻ Establishing a track record of success will build
a reputation
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Key Publics and Messages
• Breakthrough Teachers• Stay connected with Breakthrough, become
connected with like-minded professionals⁻ Former students and teachers are now working
professionals⁻ Success of former teachers is just as important ⁻ More comprehensive the network, more
opportunities
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Key Publics and Messages
• Breakthrough Houston Advisory Council• Grow the network, grow the program
⁻ Voice of alumni authenticates that Breakthrough works
⁻ Every contact is valuable in extending Breakthrough’s network
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Strategies and Tactics
• Phase I – Assembling the Team⁻ Hire intern to act as Chairperson⁻ Assemble small team of volunteers⁻ Chairperson and team track down known leads
and direct them to Facebook page⁻ Chairperson, team, and current staff issue
challenge to all known publics to join Facebook page and get involved with alumni tracking.
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Strategies and Tactics
• Phase II – The Ripple Effect⁻ As each new person joins the Facebook page, a
message and survey is sent.⁻ As each new person joins the Facebook page,
information is collected and the campaign is extended.
⁻ Rewards given to those who refer the most new contacts.
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Budget
• Due to the strategies and tactics not requiring any financial need, an increase in man power through an internship and volunteers will be needed.
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Calendar 2011
• January 3rd: Begin Phase One• February 25th: Deadline to find intern• February 28th: Intern to begin team assembly• April 4th: Begin Phase Two• April 4th –December 31st: Bi-weekly updates• December 31st: End Phase Two
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Evaluation:
• Objectives will be measured• Benchmark year• After the first year, decide any changes to be
made