Getting ready for the new wave of marketing
Part 1: How to run a measurable, trackable and transparent student ambassador program
The Problems Of Running A Student Ambassador Program The Old Way
If you’re the brand or marketing manager of a consumer facing company, you probably would have toyed with the idea of a student marketing campaign involving student and/or campus ambassadors.
There are multiple steps to planning and executing the student ambassador campaign:
If you have executed the campaign in the past, it is easy to identify challenges at each step:
a. How to define and measure success:
The major challenge here is to define a measurable objective for the campaign and setting parameters to measure success.
b. Getting the right kind of students
The problem is brands want cool students but want them to do uncool things
How do you get students from your targeted geography to know about your program and then filtering through them to get the right students. Lack of information about the students and their caliber becomes a difficult challenge to overcome. The problem is you want cool students but want them to do uncool things.
The tasks which are defined for students are often not in the scope of natural behaviour which results to a lot of drop outs.
c. Managing the show
Managing students is difficult. You probably had a dedicated resource working on the program. Up to 50 students is manageable, probably up to 100. Communicating with students constantly is troublesome, right from explaining the right way to complete tasks to getting them to make changes once they do it.
d. Giving students their reward
Trust us on this, it is painful. Getting their numbers/account details/email IDs and replying to their messages on social media.
Over the next few weeks, I will be writing about how to overcome these challenges and run a successful student ambassador program.
If you want to get the knowledge right away and do your student ambassador program the right way, get started with a Mission on Frapp, click here
