This was a submission to the American Marketing Association's case competition hosted at their annual digital strategies conference. The client for this competition was Morning Brew,

1. CAMPUS
AMBASSADOR
DEVELOPMENT
STRATEGY
Brien Coghlan,
Melanie Jacobson,
Emily Schildt,
Maia Van Valkenburgh

2. Identifying the Morning Brew Brand
2
Young
Professionals
Community
Engagement
Innovative

3. Campus
Ambassador
Program
Website Integration - MorningBrew.com
3
Engagement Incentive System
● To increase retention of ambassadors, more incentives should be offered
based on level of engagement
○ “BrewPoints”
● Higher points for tabling, announcements in business classes, and
participation in “Ambassadors Weekend” posts

4. Campus Ambassador Engagement Incentives
4
Campus Currency
University Partner
(Diamond Dollars
Blue Bucks)
- Professional Development
- Morning Brew Swag
Campus Ambassador Engagement Incentives
- Webinars
Soft Skills (Leadership, Speaking,
Teamwork, Networking)
Hard Skills (Adobe, Microsoft Office,
LinkedIn, Resume)
Featured Guests, Featured Companies...
@MorningBrew featured
post (Student Bio)
Morning Brew
Mentor Meeting

5. SOCIAL MEDIA
ENGAGEMENT

6. Campus
Ambassador
Snapchat
Student Takeover
6
#WhereYouBrew
#Temple #UPenn #Oregon #SetonHall #ArizonaU #TexasAM #CincinnatiU

7. Instagram
7

8. 8
@MorningBrew
October 2018
(As of 11/1)
53,700
≈ Followers
894
≈ Average number of ‘Likes’
31:1
≈ Total Like:Comment Ratio

9. 9
@MorningBrew
October 2018
Highest Engagement
(As of 11/1)
#TheBrewCrew
Brand Identity
Theme
Work-week
Motivation
Highest Like:Comment ≈12:1
Relevant
Demographic
Content
Engagement
Highest Likes 2,306
Technology
Meme | Humor
Relevant Social
Media

10. Instagram
10
- Hashtags cut through digital clutter to make posts and information easier to find
- A standardized weekly schedule for posts will improve engagement and consistency
- Quick and Conversational interaction with Morning Brew followers
- Usage of ‘Highlights’ aid followers in finding more information about key topics:
- Ambassadors, Trending Stories, About the Brew Crew…
- Form a theme throughout photos to give a professional and familiar feel

11. Social Media
Weekly
Engagement:
Instagram,
Snapchat,
Facebook,
Twitter
11
Monday Motivation Monday #MorningMotivation
Tuesday Tech Tuesday #TechTuesday
Wednesday Meme Wednesday #MorningMeme
Thursday Brew Crew Update #TheBrewCrew
Friday Opinion Poll based on weekly
engagement
#TheNewNews
Saturday Ambassador Snapchat #WhereYouBrew
Sunday Ambassador Snapchat #WhereYouBrew

12. 12