This document outlines a civic ambassador program to promote voting and civic engagement. It describes recruiting influencers on social media to spread information about voting through paid partnerships. Ambassadors would be segmented into tiers based on their social media presence and commitment level. The program's goals are to spread accurate voting information, increase online store revenue, amplify the work of civic organizations, and increase voting rates among ambassadors' networks. An implementation timeline is provided, along with frameworks for activating ambassadors across various locations.

1. DEM SW CIVIC
AMBASSADOR
PROGRAM

2. TABLE OF CONTENTS
ABOUT US
What is the Civic
Ambassador Program?
01
WHERE TO START?
How do we get started?
02
GOALS & STRATEGY
Preliminary goals for
Civic Ambassadors.
03
TIMELINE
Preliminary timeline of
key events &
benchmarks.
04
AMBASSADOR
TIERS
Breakdown of Civic
Ambassador Tiers
05
NEXT STEPS
& QUESTIONS
06

3. 01
ABOUT US
Civic Ambassador
Program

4. DEM SW has a commitment to build a
community and promote a lifestyle
around voting and civic engagement,
committed to equity, justice, and
opportunity.
In order to continue the growth of our
community, we are launching a Civic
Ambassador Program to grow stronger
connections with our followers, building a
stronger community, and primarily to GET
OUT THE VOTE!
CIVIC
AMBASSADOR PROGRAM

5. What Makes For an Amazing Ambassador?
Someone with an established social media following.
But it is not necessarily the person with the largest number of followers that you should look for.
It is the person who has high engagement with their audience.
While it is natural to gravitate toward social media celebrities who have huge followings, the
reality is that bigger is not always better. The number of the followers isn’t what is important, it’s
the level of influence that person can leverage.
A brand ambassador is not a traditional salesperson.
They should have a genuine appreciation not only for voting but for equity, justice, and
opportunities for others. This sentiment will come across naturally when they are sharing it with
others. If an ambassador is being disingenuous or recommending something they don’t believe
in, it will be clear -- this is especially true with civic ambassadors who are communicating with
their networks.
Wear the Vote. Spread the Vote. and Be the Change.
Individuals must truly embody the values that we are asking all Ambassadors to inspire others to
do -- wear the vote, spread the vote, and be the change. They should have the want to advertise
and wear Dem SW’s clothing, the passion of recruiting individuals in- and out- of their own
networks, and to truly be the change they want to see.

6. 02
WHERE TO
START?

7. ● ESTABLISH GOALS
● IDENTIFY AMBASSADORS
● SEGMENT THEM
● CREATE DISPROPORTIONAL CONTENT
STEPS TO GET STARTED

8. OUR GOALS
SPREAD THE WORD
Spread accurate information about
voting, including voting dates,
polling sites, misconceptions, etc.
DRIVE REVENUE
Drive traffic to Dem SW store to
increase profits by 15%
AMPLIFICATION
Continue to work with organizations
who are already doing amazing work
to make sure we have a successful
election.
VOTING TURNOUT
Drive social networks to mail-in
balloting/in-person voting resulting in
Ambassador voting turnout of 75%

9. ● Personal Network: Looking through personal networks for influential
individuals with a strong niche network. Who are the individuals who
always engage with the Dem SW instagram page?
● Who’s Already Doing It: Looking for individuals who are already pushing
out the vote -- use hashtags, search TikTok, but find the individuals who
have already built up a following around voting, civic engagement, etc.
● Are You in the Relevant Group?: We must make sure that we are
advertising to individuals in the right demographic group and doing it
correct. We will have individuals from Generation Z to Boomers to will
come across our content, and we need to make sure we have
representation for it all not matter their age, location, race/ethnicity,
sexual orientation, status, etc.
● Using a Questionnaire: Using a questionnaire, we can figure out where
individuals passions lie, and how we are able to utilize them to push out
the vote while advertising Dem SW’s apparel.
IDENTIFYING AMBASSADORS

10. SEGMENTATION
AGE
What is our target age group(s)? How do
we make sure Ambassadors are
representative?
LOCATION
Where do we have a presence? Where can
we grow? How do we make sure we are
targeting specific metropolitan areas?
GENDER
Do we have an even balance of gender
identity? Does our merch appeal to all
genders?
NON-PARTISAN
How do we advertise in an unbiased
way as a company? Are we creating
content that is neutral?
SOCIAL PLATFORMS
What platforms are we utilizing? How do
we have ambassadors that span more
than one medium?
COMMITMENT
How do we create a community of
individuals that vary in time
commitment? How are we driving in-
person events alongside digital content?

11. DISPROPORTIONAL CONTENT
HUMAN INTEREST EXPERTISE
LOCAL CONTENT
NOSTALGIA
NEWS THIRD-PARTY CONTENT

12. 04
HOW DO WE GET
THERE?

13. TIMELINE
9/9
Week
of
9/22
9/4 9/16
Official launch of
Ambassador
Program (launch with
15-20 Ambassadors)
Ambassador
Planning Meeting for
National Voting Week
Send materials to all
Ambassadors;
including social
media templates,
clothing items, etc)
Host National Voting
Week Social Blitz

14. AMBASSADOR TIERS
Primary
Goals
Primary Function Actions To Achieve:
View/Discover
Like/Follow
Field Ambassador
Receive
Engage
I Know
I Like
Repost/Reshare
Share Content
Voting Ambassador Share I Seed
Commenting/Hashtagging
Content Creation
Civic Ambassador
Input
Becoming
I Act
I Feed

15. AMBASSADOR TIERS
FIELD AMBASSADOR
- 1-2 Post Minimum
- Bi-Weekly Story
- Receives 1-2 Items from Dem SW
Store
- Continued Engagement with Dem
SW Social Media (Liking Content &
Following Individuals)
- Help to grow Dem SW Following
CIVIC AMBASSADOR
- 5 Post Minimum
- Weekly Stories (1-2 Stories)
- Receives Minimum 3 Items from Dem SW
Store
- Create content alongside utilizing Dem SW’s
toolkit
- Continued engagement with ALL Dem SW
Social Feeds, including commenting and
hashtagging.
VOTING AMBASSADOR
- 2-4 Post Minimum
- Bi-Weekly Stories (2-3 Stories)
- Receives 2-3 Free Items from Dem SW Store
- Repost ALL relevant content from Dem SW
social feeds
- Continued Engagement with Dem SW Social
Media
03
01 02

16. AMBASSADOR LOCATIONS

17. ACTIVATION FRAMEWORK
AMBASSADOR
ACTIVATION
01
02
03
04
05

18. STRATEGY
Create Ambasador
Information Sheet.
(Google Form or Fillable
PDF)
Create Ambassador
Toolkit
(includes templates, order
form for clothing, etc.)
Begin to reach out to
various individuals
around joining
Ambassador Program.
Launch Ambassador
Program with even
distribution of individual
per tier.
PRIORITY 1 PRIORITY 2 PRIORITY 3 PRIORITY 4

19. ANY QUESTIONS
OR CONCERNS?