Being open is integrated in our values. Here's a look into the Firefox Student Ambassadors Program Strategy.

1. program strategy

2. where we are:
Ambassadors from all around the world are writing, creating, developing, and marketing for
Mozilla and Firefox.They’re throwing events at their university and teaching students about
our mission, products, contribution pathways, and more.Ambassadors join together to build
a Firefox Club on campus or in their community. Firefox Clubs are recognized by universities
as philanthropic and educational events organizations.
Ambassadors are becoming active to core contributors, empowered to volunteer for Firefox
because they believe what they’re doing is beyond what an “ambassador” entails.The future
of the program, while focused on driving downloads and awareness, will reflect a care in the
personal development of these contributors.

3. Three Year Vision
By 2017, Firefox Student Ambassadors will be the premier tech
marketing program for college students to acquire industry skills
and leadership opportunities through Firefox initiatives and its
open source community.
“the best opportunity to diving into the
open source community - all the while
gaining marketing, tech, and leadership
experience”
“the kind of student ambassador
program the tech world actually
needs”
“Mozilla has provided a FUN and OPEN
way for any aspiring young adults to access
opportunities on the Web. They are
teaching students that they have the power
to build the internet and these students are
teaching the world”
“Who knew promoting Firefox could mean
so much more than swag and social
posts?”

4. program goal
Establish firefox student ambassadors as a volunteer program
focused on marketing products and initiatives in a way that will
supply participants with leadership development opportunities
and ample ways to contribute on the Web.

5. our approach
ENGAGE students with opportunities to gain marketing experience,
develop leadership qualities, and learn industry skills.
EQUIP students with the knowledge, network, and resources needed
to become educated Firefox marketers.
EMPOWER students to go above and beyond as active contributors.

6. engage
EQUIP
Empower
For
many
students,
the
FSA
Program
is
the
first
touch
point
in
gaining
exposure
to
Mozilla
and
ge<ng
a
deeper
understanding
of
who
we
are
and
what
we
do.
We
want
to
opAmize
on
this
first
meeAng.
The
FSA
Program
will
provide
students
with
markeAng
and
leadership
training,
regional
and
global
mentorship,
fun
and
impacFul
acAviAes.
We’ll
equip
our
Ambassadors
to
be
educated
Firefox
Marketers
on
college
campuses
and
in
their
local
community.
We’re
different
from
other
Ambassador
programs
because
we’re
nonexclusive,
open,
and
with
a
mission
big
enough
to
change
the
world.
Students
will
be
introduced
to
a
variety
of
contribuAon
pathways
they
may
enter
beyond
the
program.
why?
• Bring understanding to the scope of
Mozilla mission and activities
• Build a base of engaged online and on-
the-ground contributors
• Improve the impact of regional efforts
• Encourage the adoption of connected
community marketing practices
• Provide tremendous value back to
student volunteers
• Biggest grassroots marketing effort
• The gateway for young contributors to
deepen their commitment to other Mozilla
programs and initiatives

7. tl;dr
gets to know mozilla & firefox,
finds out we’re awesome.
trained to be
rockstar marketers.
inspired to do more.

8. 2015 Program Plan

9. 200 FxOS Apps Developed
65,000 Likes
10,000 Followers 300 Tracked Events, 25K Attendees
to reach in 2015:
60,000 Sign Ups
from 26,000
6,000 Ambassadors to WOM
200,000 Trackable Downloads800 Active Firefox Clubs

10. • increase community-generated marketing to
drive awareness & downloads for firefox
• grow education and training efforts of
student ambassadors
• build support in the community and around
the world
to do in 2015:

11. • 3-Tiered Recognition System: Newbie, Junior, and Senior. Ambassadors complete a set
of requirements to achieve each tier.
• Q2 Contest: Host a contest encouraging students to create content (webpages, videos,
blogposts, graphics) around topic to align with Spring campaign.
• WOM Platform Integration: Ambassadors are one of the first to be invited to join.
• Campaign Alignment: FSA activities/promotions are to align with product launches and
other marketing campaigns (Hello, Privacy, Net Neutrality, Spring).
• Optimize Social Channels: Implementation of social content calendar and buying/
boosting practices.
• Continuous Acquisition of New Participants: Evergreen marketing of FSA Program to
acquire signups through social posts, newsletters (Mozilla Community, Firefox & You),
brown bag, and more.
1. increasing community-generated
marketing through:

12. 2. grow education & training efforts
through:
• Club Lead Training: In-depth training modules attended by student leaders on how to
set up a Firefox Club at their university.
• Office Hours: Monthly online meetups between Ambassadors, E-Board members, and
Mozilla employees. Sessions recorded and uploaded onto YouTube as ongoing
resources.
• Regional Bootcamps: Pilot regional training bootcamps to provide further in-person
training to FSA leaders in different regions so they may better carry out Ambassador
duties. Starting with India and Philippines.
• Tool Kits: Student-generated guides on hosting events, contributing online, and more.
• Learning Sessions: Online classes on technical/marketing skills taught by Mozilla
employees and dedicated contributors.
• Improved Tools: Better tools for budget requests, communication, and tracking events.

13. • Partnerships: Begin establishing partnerships with other departments &
community groups within Mozilla.
• Transparency: Let people know what we’re up to! Becoming more
transparent on FSA activities and community through quarterly FSA updates
to team and org.
• Improved Tracking: Better measurement of FSA’s impact on campaigns and
org goals. (i.e. GA tracking or plugging into WOM platform)
• Community Expansion Practices: Develop guides/wiki hub on best
practices for volunteers to use to better build out their regional Ambassador
communities. More regional support.
3. build support through: