Turning event hustle into an automated pipeline.

Brand Ambassadors are the lifeline of the campaign — they carry the message to their peers and pull them into events. We recruited them by running brand activations at hip-hop concerts and our own branded events, where BAs canvassed the crowd with iPads, steering people to the Fresh Empire booth.

Attendees stepped up to an interactive kiosk, took a trivia quiz and a photo, then spun the prize wheel for branded gear. If someone fit the lifestyle, BAs invited them to join the team and jotted down their basic info on the spot.

After every event I’d digitize the sheet, email each attendee next steps, collect questionnaires and resumes, review them, and schedule interviews — every single event.

When BAs approached event-goers, friction piled up on both sides. The prescribed capture method — pen and paper — broke down fast in loud, crowded rooms:

• —Approach quality varied wildly from one BA to the next.
• —Loud music made every conversation awkward and hard to hear.
• —Handwriting was often illegible, so information got lost.
• —Wrong numbers and email bouncebacks were common.
• —Transcribing, emailing, and scheduling ate hours after each event.

The manual pipeline simply didn’t scale.

I turned one of our kiosks into a dedicated capture station for attendees who showed interest in becoming Brand Ambassadors. After they spun the wheel and won gear, they walked through the kiosk and — if interested — submitted their own information.

Behind the scenes I wired up a chain of integrations with Zapier, connecting Envoy (info capture), Callfire (text blasts), and Gmail to automatically move prospects through the recruitment pipeline.

The moment an attendee submitted their info, a Zap fired to Callfire and Gmail — instantly sending a canned text and email to every submission. The text thanked them and pointed them to their inbox; the email laid out exactly how to become a Brand Ambassador.

When they returned their questionnaire and resume, I reviewed and scheduled interviews. No transcribing, no chasing — the first touch happened automatically.

Before automation we’d pull just 3–8 interested recruits per event. Afterward that jumped to 20+ — and about 75% went on to submit a resume and questionnaire, ready for interviews.

• —3–8 → 20+ interested recruits captured per event.
• —~75% completed the full application (resume + questionnaire).
• —Hours of post-event transcribing and manual outreach eliminated.

My regional manager had me present the results to the CTO. With tools we already had, conversion tripled and the team got its evenings back — free to focus on community, social impact, and youth engagement.