Fresh Empire

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THE ROLE: 

Market manager, research, integration. 

THE PROBLEM:

One of our primary tasks was to attract Brand Ambassadors so they could spread the brand’s message (Keep It Fresh, Live Tobacco-Free) and attract more young people towards our branded events.

There was no formal process for recruitment. Our regional managers suggested using blank sheets of paper to create impromptu sign up sheets. 

Kiosk staff were expected to identify potential BAs, approach them as they walked through our activation, and collect their basic information via pen and paper. 

After the events I would transcribe them to digital and reach out to everyone individually to collect resumes and schedule interviews. 

There were pain points everywhere. The staff would vocalize how it was hard to tell a good prospect vs a bad one. Documenting the information via pen & paper then transcribing it to digital was redundant & time-consuming.   

THE SOLUTION:

We setup one of our iPad kiosks to solely focus on attracting young people who showed interest in becoming Brand Ambassadors then collected their basic information and sent them a follow up text and email with further instructions i.e submit resume, answer questionnaire. 

I used Zapier, an integration service, to create custom interactions between Envoy, Callfire, and Gmail.

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User Flow

When a user shows interest in becoming a Brand Ambassador the staff leads them to the Kiosk where the user inputs their basic information.

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A Zap goes out to CallFire & Gmail.

 The user receives a confirmation text plus a call to action to check their email for further instructions.

The user receives a confirmation text plus a call to action to check their email for further instructions.

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 The user simultaneously receives an email detailing how to apply to become a Brand Ambassador.

The user simultaneously receives an email detailing how to apply to become a Brand Ambassador.

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Results

Immediately we saw an improvement. We went from collecting 1-3 people per event to collecting upwards 25 people per event. About 80% would take the following steps of submitting their resumes and we would schedule about 60% of them. 

Ultimately this solved serious problems by automating many tasks using web-based solutions and empowering the user to make the choice to become an ambassador.