YMC Campus Ambassador Program by Katie O’Hara

What is S’well?

•  Launched in 2010 by CEO & Founder, Sarah Kauss –  2016 Fastest-Growing Women-Owned business in the U.S. (Women Presidents’

Organization)

•  Mission: Rid the world of plastic bottles! –  50 million plastic bottles in U.S. landfills each year; over 200 billion around the

globe

•  Functional stainless steel keeps drinks cold for 24 hours and hot for 12

•  Philanthropic partnerships –  UNICEF, American Forests, Drink Up

•  Sold in 35 countries

#SwellOnCampus

Why ? •  Fashionable, functional, & eco-friendly

•  Opportunity to create a millennial-focused campaign

•  College campuses contain the target market of trendy and

environmentally-conscious individuals

•  Cause-related marketing performs well with millennials

–  69% of global millennials want businesses to make it easier for them to get

involved in societal issues (2014 MSL Group The Future of Business Citizenship

Report)

–  79% are likely to purchase a socially/environmentally responsible

company’s products (AdWeek)

–  74% are more likely to pay attention to a socially/environmentally

responsible company’s message (AdWeek)

Goals

q  Increase brand awareness and

relatability to all aspects of

student life on campus

q  Educate students about S’well’s

sustainability and philanthropic

efforts

q  Position S’well as millennial

students’ first choice for a

reusable water bottle

S’well Brand Ambassador Program

•  Pilot fall 2017 semester –  8.21.17 à 12.15.17 –  16 live weeks

•  10 campuses •  2-3 SBA’s per campus à 24 total SBA’s •  Evaluate the option to extend through spring 2018 semester

Tactic 1: Get Sylly with S’well •  Goals: Establish the presence of S’well on campus and position their

bottles as must-have items for back-to-school •  Timing: Syllabus Week •  Concept: Station outside a heavy-traffic area (e.g. academic quads,

campus center, etc.) with music, snacks, beverages, and S’well branded signage. Students who follow S’well on social media will be entered for a chance to win promo items and the grand prize, a “S’well Study Kit”

Tactic 2: Spin the Bottle

•  Goals: Integrate S’well into campus life through major sporting events by positioning them as the ideal bottle for staying hydrated while socializing

•  Timing: Homecoming or a major home game

•  Concept: SBA’s will set up a Spin the Bottle wheel at games and tailgates with the chance to win discount codes and promo items. SBA’s will post on social during the game, and students will be encouraged to create original content using #SwellOnCampus

Tactic 3: Thanksgiving Back

•  Goals: Associate S’well with the spirit of giving back during the holiday season by educating about S’well’s mission and philanthropy efforts

•  Timing: Week leading up to Thanksgiving Break •  Concept: Encourage students to express their thanks for

family, friends, and the environment. SBA’s will partner with environmental clubs to host a DIY succulent station and talk. Students can plant their own succulents and decorate the pots to keep or gift to friends & family for the holidays. Environmental club leaders will lead a discussion about reducing plastic waste. Students who post on social will be entered for a chance to win a bottle from the new fall 2017 line

Tactic 4: Sweat with S’well

•  Goals: Make students aware that S’well bottles keep liquid cold for 24 hours, reduce plastic waste, and are the easiest way to stay hydrated while working out

•  Timing: Flexible •  Concept: Each SBA will identify a fitness guru or instructor on campus and

provide them with a gift card to purchase a S’well bottle in return for promoting the product through multiple social media posts. SBA’s will also table at the gym or attend a fitness class and hand out raffle tickets for the chance to win a gift card or promo item

S’well Promo Items

S’well Campuses

YMC suggests these 10 university campuses due to their high “green” rating (bestcolleges.com) and their location in either a metropolitan or environmentally conscious area.

Who is the Ideal S’well SBA?

2-3 SBA’s per campus à 24 total SBA’s •  Male or Female •  Sophomore, Junior, or Senior class •  Well-rounded involvement on campus

–  Ex. athletics, arts, leadership, clubs

•  Previous marketing, retail, or brand ambassador experience –  Desired majors: Marketing, Business, Environmental Science, Fashion etc.

•  Outgoing, passionate about being green, go-getter

Example SBA: Jalen C. North Carolina State University •  Major: Sport Management •  Campus Involvement

–  Sports Management Club –  College of Natural Resources –  National Society of Scholars

•  Professional Experience –  adidas: Jalen previously worked as an adidas

Lead Ambassador where he helped promote and plan on-campus events, in addition to promoting the brand on his social media platforms

–  Abercrombie & Fitch: As a previous sales associate, Jalen assisted customers during their shopping experience and also participated in seasonal photo shoots for the brand to market new apparel

Example SBA: Mary K. UCLA •  Major: Sociology •  Campus Involvement

–  UCLA Swim and Dive –  E3: Ecology, Economy, Equity –  Greek Life –  Bruin Marketing Club

•  Professional Experience –  Free People: Mary assisted in the creation of

online blog content surrounding the 2016 Coachella Valley Music and Arts Festival for the brand’s website by identifying and photographing various popular style trends displayed at the festival

Social Strategy Social media is an integral part of the program, and our SBA’s are the best content creators and engagers out there. •  Consistently create organic, on-brand, lifestyle-inspired content •  Increase brand awareness on campus in order to drive sales and website

traffic •  Position S’well as students’ go-to reusable water bottle

Thank You!

Citations

•  http://giftnewsdaily.com/wp-content/uploads/2015/01/68f961e1712f5f43c9a9b3f602b20189-300x300.jpg •  http://s3-us-west-2.amazonaws.com/swellbottle/wp-content/uploads/2014/11/Swell-Bottle-Insulated-Reusable-Water-

Bottles-1.jpg •  https://www.instagram.com/p/BBu7uzZLAbI/?taken-by=swellbottle •  https://www.instagram.com/p/-e4tJJrAfS/?taken-by=swellbottle •  http://ashandcrafts.com/wp-content/uploads/2015/05/Succulents8.jpg •  https://s-media-cache-ak0.pinimg.com/736x/d5/05/05/d50505f561771ca600c8f0efb07a99c8.jpg •  https://cdn.shopify.com/s/files/1/0117/5372/files/save-bottles.jpg?34324 •  http://www.bestcolleges.com/features/greenest-universities/ •  http://www.adweek.com/socialtimes/cause-related-marketing-millennial-mindset/142701 •  http://www.swellbottle.com/press/fortune-2/