Capstone – Project

1. PR/Communication project for a musical nonprofit who helps Veterans

A Collaboration Between

Engagement Synopsis

The Alchemy Sky Foundation ( has created an Atlanta-based, Veterans Music Project (VMP) whereby we walk eight, Post-9/11 Veterans through the process of writing and recording two, original songs over a 13-week period. We partner with Wounded Warrior Project who refers Veterans to our VMP. Most of the Veterans we work with struggle with challenges such as PTSD, Anxiety and Depression. To follow is a video of the last song we released – Don’t Be Silent.

We need an overarching plan for how we tell our story to the larger community. While we’ve been successful at connecting with veterans interested in working with our program – we currently have a waiting list, we’ve had less success getting the message out about our organization to other individuals and groups.  In the past, we have created videos, social media posts and monthly e-newsletters (via our paid subscription to Constant Contact). Most of what we have done has been ad hoc with little strategy, consistency, etc. We need someone to assess our current online presence (e.g. website) and social media situation and recommend an impactful PR strategy in order to drive relevant traffic and, ultimately, donations and volunteers.

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.

Industry Mentors

Company Admin

Jaye Budd

[email protected]

Course Info & Engagement Details

SchoolMasters in Business Administration (MBA)
Engagement Format -
CourseMBA Interterm (SPRING 2021)
Students Enrolled120 enrolled, 3-5 students per team per project
Meeting Day & Time3/22-25/2021
Student Time Commitment30+ Hours Per Week
Company Time Commitment5+ Hours
Duration0.43 Weeks

Project Topics

Growth Strategy

Academic Mentors

There are currently no supervisors assigned.

Assigned Students


Samuel Beauchamp

[email protected]


Charles Canterna

[email protected]


Brian Scanlon

[email protected]

Program Timeline

Touchpoints & Assignments Due Date Submission
During this program, you'll be working on a real project posed by a real industry partner. Please download, sign, and then upload the Statement of Confidentiality. If your industry partner requires an additional NDA, that will be loaded as a Project Resources
March 20th, 2021 Submission Required submission-required


Each company will provide a web conference link and time for scheduled kickoff meeting
March 22nd, 2021 Event na
Temperature Check #1 Due by 5:00 PM ET

Temperature Check #1 Due by 5:00 PM ET

March 22nd, 2021 Event na
Temperature Check #2 Due by 5:00 PM ET

Temperature Check #2 Due by 5:00 PM ET

March 23rd, 2021 Event na
Please upload your final presentations and/or any final reports you delivered to the company.
March 25th, 2021 Submission Required submission-required
Final PEER Evaluation Due

Final PEER Evaluation Due

March 28th, 2021 Event na
Final SELF Evaluation Due

Final SELF Evaluation Due

March 28th, 2021 Event na
Final Interterm Feedback Survey

Final Interterm Feedback Survey

March 28th, 2021 Event na

Key Milestones & Project Process

  • March 22, 2021 - Deep-dive into the Alchemy Sky mission and vision, values, and strategy

    • What is Alchemy Sky’ purpose? What is the organization’s mission?
    • What are its values?
    • What are its goals?
    • Who/what groups does the organization engage, and how?
    • What geographic area/region does it engage?
    • What activities does it engage in to reach its goals and fulfill its mission?

    Suggested Deliverable:

    Internal report

  • March 24, 2021 - Digital presence audit

    • What does Alchemy Sky’s digital presence look like, including website, social media, YouTube/video, etc., music channels (e.g. Spotify, Apple)
    • How effective are these channels for communicating their intended message?
    • What kind of traffic do these media produce? Who are the common visitors/users, if available?
    • Considering the crossroad of military veterans and music, are their other social media and other communication channels Alchemy Sky should capitalize on?
    • What channels, content, and messages do other relevant organizations promote volunteerism and drive donations? Examine the landscape of comparable (Song Writing with Soldiers, Warrior’s Songs)  and aspirational (e.g. Wounded Warrior) non-profit relevant organizations.

    Suggested Deliverable:

    Report and presentation identifying critical website elements to improve, overview of what is working, prioritized action steps for optimizing online and social media presence.

  • March 25, 2021 - Strategies for Engaging Subcultures & Groups

    • How can Alchemy Sky reach the community of music lovers who would be interested in their music and cause?
    • Given the military veteran-music crossroad of the organization, what other subcultures or groups share similar values or interests that are not currently on their radar?
    • What opportunities could Alchemy Sky pursue to engage businesses (e.g. guitar manufacturers) or high-profile organizations (e.g. regional athletic teams), celebrities (athletes, musicians) or other media (public broadcast) to meet its goals for raising awareness, donations, and volunteerism?

    Suggested Deliverable:

    Report and presentation on recommendations for social outreach

Project Resources

There are no resources currently available