Capstone – Project

Develop Associate Board of Ambassadors Expansion Strategy Summer 2020

A Collaboration Between

Project Synopsis

Our nonprofit – – has created a music project whereby we walk eight Post-9/11 Veterans through the process of writing and recording two original songs. We partner with the Wounded Warrior Project who refers Veterans to our project. Most of the Veterans we work with struggle with PTSD. We are looking for support to create a marketing strategy and project plan to scale the program in order to help more Veterans. This would include everything from fundraising to PR (social media, content creation, ads, etc.) to recruitment of additional support staff and identification of the next city to launch. To follow is a video of the last song we released – Don’t Be Silent.

Project Topics

Company Information

CompanyAlchemy Sky Foundation
StageEstablished Startup
Hiring PotentialN/A

Company Overview

ASF brings the healing power of music to those who need it. Our partners include the VA and Covenant House. We work with our partners to create needs-based, results-driven programs for their clients. ASF leverages a multitude of music and health professionals to create these therapeutic results using music.

Experiential Learning Program Details

SchoolAdelphi University
Engagement FormatCapstone - Small Team Consulting Project - Students work in small groups of 2-6 directly with faculty and host company project champions on developing real solutions to real-world challenges.
CourseAdelphi University’s Jagger Fellows Program- Capstone Summer2020
  • All Undergraduate
  • Advanced Undergraduate
  • All Graduate
Students Enrolled6
Meeting Day & TimeTBD
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration19.43 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
Official Project Kickoff

Official Project Kickoff

We'll web conference company senior leadership into class to introduce the company, meet the students, and discuss the project goals.
June 12th, 2020 Event na
Final Presentations Final Presentations
Students will present final insights to the company's senior leadership. Please upload the final deliverables.
August 7th, 2020 Submission Required submission-required

Key Project Milestones

  • June 22, 2020 - Summation of Project

    We are in need of a document that summarizes the 13-week flow and objective of the project.  Currently, we have a workbook we use for the program and a one-page summary of the project.  In order to scale this program to other cities, we need a document that pulls from both these documents that we can send to potential subcontractors, volunteers, clients (Veterans), and local community organizations.  This document will be used so all involved parties can gain a better understanding of our Veterans Music Project. (see attachments in project charter – Filenames: VMP Workbook 2020 and Veteran Project Flyer)

    Suggested Deliverable:

    A three to four-page document (photoshop, PowerPoint, etc.) that can be used in hard copy and soft copy form.  We also need “generic dates” instead of specific dates have “week 1, week 2, vs. June 15th, etc.”  Our programs last for 13 weeks.  The first 12 weeks are weekly sessions.  The 13th week is in the recording studio.

  • June 22, 2020 - Benchmarking Similar Companies That "Do Virtual Well"

    Since Covid -19, we have moved to a virtual environment.  We use a paid subscription on and the free application Band App ( to manage regular communication to the group.  We are struggling with overall engagement and participation compared to our face-to-face sessions.  We would like someone to research other similar companies/organizations to see if there is a better way to conduct these virtual sessions.  In the future, we might decide that virtual sessions play some part in the core, 13-week project. Other items to consider:

    • Cost
    • Recording the virtual sessions (zoom can do this today with their paid subscription)
    • Latency of virtual sessions
    • Technology acumen of clients (what hardware they use, bandwidth, ease of use, etc.)
    • Features – file transfer during sessions, playing music, etc.
    • Features of virtual service – taking polls, asking for input from clients, etc.

    Suggested Deliverable:

    A three to five page report (word, pdf, etc.) with recommendations

  • June 29, 2020 - Project Budget

    We are looking for an updated project budget for our Veterans Music Project.  We have a high-level cost breakdown which is located in our charter (file name: Newmans Own Letter VMP).  We need to update this budget to include additional line items.  The most significant addition is a project assistant.  This person supports the main facilitator over the 13 weeks.  In Atlanta, this assistant role is done by myself and I don’t charge a fee for my time.  As we scale to different cities, we will need to hire someone to fill this role.

    Suggested Deliverable:

    MS Excel

  • June 29, 2020 - PR/Communication/Social Media/Content Strategy

    We need an overarching plan for how we tell our story to the larger community.  In the past, we have created videos, social media posts, and e-newsletters (via our paid subscription to Constant Contact).  Most of what we have done has been ad hoc with no strategy, calendar, etc.  We need someone to assess our current website and social media situation and recommend what would be the most impactful strategy.  This includes:

    • Social media posts/content (We have FB, Instagram, Twitter, YouTube Channel, LinkedIn, and
    • Videos from VMP
    • Songs released after the conclusion of VMP
    • e-newsletters, e-fundrasiers, etc.
    • Identifying influencers who would be interested in moving our efforts forward
    • Press releases, media contacts, etc.
    • Creation of a media contacts database

    Suggested Deliverable:

    • Social media calendar
    • Recommendations of what content is most impactful
    • Identifying who in the organization will run it
    • Creation of media contact/social media influencer database
  • July 6, 2020 - Video Documentation Strategy

    We have had some success with our video content from previous projects.  We need a deep dive into what it would cost to take this aspect of our VMP to the next level.  To get an overview of our current video content, please visit our YouTube channel at (Or search on Alchemy Sky Foundation) Items to consider:

    • Quality of Video
    • Frequency of video posts
    • New video content ideas
    • Cost of new suggestions

    Suggested Deliverable:

    Three to four-page summary of recommendations to include similar organizations that are leaders in this space (benchmarking) as well as costing assumptions.

  • July 20, 2020 - Rollout Plan For Expansion (Montgomery, AL)

    Currently, we run our program in Atlanta and have done so since 2018.  Our partner, Wounded Warrior Project, has identified Veterans in Montgomery, AL who would love to be a part of our project.  This city fits our general criteria for Phase 1 expansion (close to ATL, clients identified, etc.). We are looking for a project plan that identifies the chronological steps necessary to launch a new city with new clients.  This includes:

    • Locating a facility to hold F2F sessions,
    • Internet/technology protocols and suggestions for Virtual sessions
    • Recruitment of subcontractors (main facilitator and assistant)
    • Identifying/securing a recording studio
    • Hiring a videographer/film student
    • Signed subcontractor agreements where applicable

    The Rollout must also be consistent with the overall project budget (another specific Milestone/Project Process).

    Suggested Deliverable:

    A simple project management plan akin to MS Project or Excel.

  • July 27, 2020 - Project Measurements

    Currently, we do not have quantifiable measurements in place.  Our “outcomes” of the program are the video content we compile during the 13 weeks and the two original songs that we release after the project.  We have tried to conduct client surveys but the Veterans have not been very interested in filling them out and we have not enforced them as we should/could. We are looking for someone to take a look at what a quantifiable measurement might look like (survey monkey, hiring a data collector, graduate student, increase video interviews throughout the project, recording virtual sessions, etc.) Please also see the document attached in the charter section.  Filename: Collaborative Songwriting Intervention for Veterans with Post-Traumatic Stress Disorder.pdf

    Suggested Deliverable:

    Three to four-page summary.

  • July 27, 2020 - Volunteer Recruitment and Management Strategy

    We average two volunteers for each VMP.  In Atlanta we use a third-party vendor – – to recruit and manage our volunteers.  For $25 per month, we can post three different volunteer opportunities.  You can search on Alchemy Sky Foundation to see our current postings on the Hands-On website. We are looking for a strategy as we start to expand to other cities.  Items to consider:

    • Is there a “national” volunteer recruiting vendor we should switch to?
    • Volunteer postings – should we modify our postings?  What is most important?
    • Is there a way to create a volunteer network group on Facebook, LinkedIn, etc.?
    • How should we keep in touch with former and current volunteers?

    Suggested Deliverable:

    Three to four-page summary to include recommendations and other similar organizations who are leaders in this space

  • August 3, 2020 - Fundraising Strategy

    Currently, we raise money through individual donors, board member donations and institutional funders (grants).  We see an opportunity to expand our donor base with an integrated strategy.  Ideas include:

    • Facebook/Instagram fundraising efforts
    • GoFundMe
    • Corporate Matching Programs
    • Identify affiliate programs such as the Amazon Smile Program, Kroger Community Program, etc.
    • e-newsletter funding requests via Constant Contact
    • Presentation at local groups (Chamber, Kiwanis, Veterans Organizations, etc.)

    Please also see the document in the charter section.  Filename – ASF Grant Summary

    Suggested Deliverable:

    Three to four-page summary with recommendations to include a roles and responsibilities section.

  • August 20, 2020 - Google Adwords/Analytics

    We are enrolled in the Google Grant Program.  This program extends $10,000 per month to nonprofits to create ads and drive traffic to their website.  The program has some stipulations and is not the same as having a standard pay per click Adwords account.  Currently we only use about $500 of the $10K each month. We are looking for someone to maximize our Adwords account and leverage as much of the $10K/month as possible.  This would include SEM optimization, website content creation and follow up reports.  Our goal is to drive incremental traffic and donations through our website.

    Suggested Deliverable:

    We will give access to our Google accounts so reports can be generated.  We also looking for written recommendations, adjustments to our current ads the creation of new ones.

Project Resources

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Industry Mentors

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Academic Mentors

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Assigned Students

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