Launching the first Beyond Ambassador Program @ USC
I worked with the Brand Marketing team at Beyond to create a C&U strategy focused on capturing all parts of the funnel through NIL athletes and student ambassadors. The pilot Ambassador Program launched at the University of Southern California (USC) in the fall of 2022 following a student advisory group program in September.
I led the execution of both the student advisory groups as well as the Ambassador Program—this included the creation of an Ambassador Program playbook from scratch, meeting weekly with each ambassador to discuss deliverables and next steps, and planning/initializing key brand moments on and off campus.
This led to 500,000+ impressions, 18 new strategic food service leads, 25 student-led events, 6 micro-influencer connections, and numerous student organization activations. The program will be returning in the fall of 2023, and will be scaled nationally to other campuses in the U.S.
ROLE
Digital Marketing Intern (co-owner of Ambassador Group project)
COMPANY
TIMELINE
Oct - Dec 2022
SKILLS
Brand Marketing
Food Service & Outreach
Executive Communication
Influencer Marketing
Multi-Channel Marketing
Before Fall 2022, Beyond Meat did not have a marketing strategy on how to best reach college & university (C&U) students despite it being a large consumer segment with great potential for spearheading the climate- and health-related change Beyond Meat is all about.
Create a grassroots marketing campaign at USC to drive awareness and increase trial. Ambassadors would execute this via social media posts, B2B small business leads, and support of existing brand-led initiatives.
Each ambassador was responsible for creating and posting content on Instagram per month. These included event highlights, product taste tests, and everything in between. Our main goal: let the ambassador have the creative freedom so that their content is as authentic as possible.
We had students contact student organizations to introduce Beyond into USC conversation. We saw Beyond at fraternity/sorority traditions (i.e. Row Cup), residential events, and school-wide get-togethers such as the farmer's market and even a sustainable fashion show.
We measured conversion through the number of new food service accounts added. Our ambassadors conducted outreach to on- and off-campus restaurants/QSRs that didn't carry Beyond. Once successful, these leads were passed to our food service team for execution.
USC Ambassador
USC Student Athlete
Based on our learnings, we established the following future steps:
The Ambassador Program will return in Fall 2023 as a year-long program.
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