Fresh Empire
Maximizing Social Impact by Streamlining Recruitment
Fresh Empire salutes those who represent Hip Hop, stay on their grind, and live tobacco-free by educating youth through Hip Hop-inspired events, videos and contests.
My role was to develop community partnerships, create social campaigns and coordinate events. While doing so, I found opportunities to automate processes and increase campaign KPIs.
MY ROLE
Market Manager
TIMEFRAME
2016-2018
Ambassadors Spread the Gospel
Brand Ambassadors (BAs) are the life line for the campaign. They spread the message amongst their peers and encourage others to check out events. To recruit ambassadors we set up brand activations at hip-hop concerts and at our branded events.
At events BAs canvas the grounds with iPads to encourage attendees to visit the Fresh Empire booth and complete an interactive experience then collect branded gear.
The Big Wheel & Prizes
Attendees approach an interactive kiosk where they take a trivia quiz and photo. Then they spun the prize wheel for branded gear. If they seem to fit the lifestyle BAs ask them to join the team. When an attendee is interested we write down their basic info.
After each event I digitize the sheet and email each attendee with details and next steps. Attendees then fill out a questionnaire and submit resumes. Finally, we review submissions and schedule interviews.
Every event.
Pain Points Everywhere!
When BAs approach event goers there are pain points on both sides of the interaction. The quality of a BA’s approach varies from person to person and loud music often made communication awkward.
The prescribed method for collecting the basic info was pen and paper. Blank sheets. Most events were loud and had lots of people. We had issues with hearing, handwriting legibility and input accuracy.
Transcribing the information, emailing each attendee, reviewing submissions, and scheduling interviews proved to be very time-consuming.
How we solved.
Through a series of integrations I setup one of our kiosks to focus on collecting basic information from attendees who show interest in becoming Brand Ambassadors.
After attendees spin the wheel and win gear they walk through this kiosk and, if interested, submit their information. I used Zapier to set off task automations between Envoy, the app collecting info, Callfire, a text blast service, and Gmail.
Zap Zap Zap
When an attendee submits their information a zap goes out to Callfire and Gmail which triggers a canned text and email to every submission. These interaction happen automatically.
Attendees receive a text with a thank you and call to action to visit their email for further instructions. At the same time they receive an email detailing how to become a Brand Ambassador. When attendees submit their questionnaire and resume I review them and schedule interviews.
Results and takeaways
Before the implementation we’d get 3-8 attendees interested in becoming brand ambassadors. We saw that number jump to 20+ per event. About 75% submitted their resume and questionnaire then I’d schedule interviews. It felt like magic.
After showing my regional manager my results she had me present my findings to the Chief Technology Officer. By leveraging existing technologies I increased BA conversion and helped my team focus on community building, social impact and youth engagement.
