2. SKI THE EAST
• Lifestyle cool brand since 2005.
• Diehard gear, original videos,
events, and skiing updates from
the East Coast.
• Athletic winter apparel built for
skiers and brand loyalists.
3. My Mission:
• Understand the
brand (create a
customer face.)
• Build the foundation
for an Ambassador
Program.
My Senior Project:
Brand Awareness Through
Ambassador Loyalty
4. The 5Ps of Marketing
1. Product
What differentiates your product and how would you
position it? Innovative, high-quality, and trendy.
2. Price
How much does your product cost? High-end,
upscale, and quality reflected.
3. Placement
Where does your product thrive? Outdoors,
mountains, cold, winter, and back-country.
4. Promotion
Who gets the product out there? Athletes, trend
setters, social media, skiing community.
5. People
Who is buying your product? How would you
describe them? East coast, active, sports enthusiasts,
and young.
Create your own tagline: 7 words or less!
5.
6. How to Build an Ambassador Program
Identify East
Coast
Colleges
and
Universities
Find The
Ski Club
and Outing
Club
Contact
Information
Create an
Application
and
Program
Perks
Target 31
Schools
Through
Email
Wait.
Manage
Email,
Social
Media,
and Hype
10. Lessons Learned:
• Research as much as
possible before the
launch.
• Understand the brand
and work and write
within the vibe.
• Always produce the
best work.
What Next?
• Collegiate Program
is launched, now
high school
academies and
Public Ski Clubs.
• Off to college to
study international
marketing!!
Created by Chris James and Geoff McDonald
Originally Meathead Films which created ski films and went on tours.
Turned into Ski The East and began to focus on creating an athletic line catered for the outdoors enthusiast.
Men, women, and children of all ages.
Apparel and accessories. Boutique brand that also film production and events.
Competitive event series (STE Free Ride Tour).
Marketing intern for Ski The East
Learn more about the grass root marketing campaigns and social media influences that drive small companies.
Tasked with the creation of the Ambassador Loyalty Program
How can I increase loyalty to Ski The East while driving sales?
Focus on the college ski and snowboard clubs and outing clubs.
First I needed to create the customer face to understand the demographic
Creation of the college Campus Shredder Squad.
Every good campaign has to understand the five pillars of marketing.
A campaign cannot be successful without a comprehensive grasp on how the company wants to portray themselves.
EXPLAIN EACH OF THE 5Ps
I want the whole room to split up into four groups, including adults, and come up with taglines that reflect one of the 5Ps. You will have 3 minutes to do so.
Product: Get dressed, get stoked.
Price: Winter is worth it.
Placement: Shred the East.
Promotion: How do you Ski The East?
People: Be the East
Customer face
Divided this into the 5Ps and worked within the language of Ski The East and sponsors.
I analyzed the words used to describe Ski The East and their sponsors.
Created Wordles to that made the most common words used in copy, blogs, reviews, and social media
These words helped determine the target market of loyal Ski The East customers.
After understanding the customer face, I went on to create the Ambassador Program.
Only a 5 step process.
Research is critical in the launch.
Create master list of East Coast colleges and universities
Find their club contact information
Create the skeleton of perks and application
Focus on who you are appealing to. Application must reflect the target market.
Email
Wait and manage.
What is an ambassador?
Point person on campus who will represent the brand, plan events, get free stuff, encourage others to buy Ski The East, and keep the stoke alive.
Focused on 31 campuses on the East Coast.
These individuals will be hand selected based on their application.
Launched the application in the worst time period possible. Students are leaving school and not thinking about winter, especially with the bad season.
Catering a presentation towards people who understand the brand.
The students need to live and breathe the brand to be apart of the Campus Shredder Squad.
Finding the “right guy/gal” in the club is critical to the publicity. Questions like “how do you keep the shred alive” and the event question will show how their mindset towards the shred life is.
Here are some of the applications that we have received
Response to the amazing event
Planning an event that gets hype and real following is crucial to the Campus Shredder Squad
Research paper: pre-production importance to the success of the campaign
Customer face is crucial in the foundation of a marketing campaign.
Business is tough and competitive. Always producing the best creative work that is not only innovative, but appealing is how to win.
New intern will be working on the creation of a high school ambassador program and a public ski club program, so tune in.
GW.
