The document outlines YMC's proposed S'well Campus Ambassador Program. The program aims to promote the S'well reusable water bottle brand to college students through campus marketing campaigns run by student brand ambassadors. The ambassadors would educate students about S'well's sustainability efforts and philanthropic partnerships while increasing brand awareness. Four sample marketing tactics are described, including giveaways at campus events and partnering with student organizations. Ideal candidate qualities for the ambassador role and example ambassadors are also provided.

1. YMC Campus Ambassador Program
by Katie O’Hara

2. What is S’well?
• Launched in 2010 by CEO & Founder, Sarah Kauss
– 2016 Fastest-Growing Women-Owned business in the U.S. (Women Presidents’
Organization)
• Mission: Rid the world of plastic bottles!
– 50 million plastic bottles in U.S. landfills each year; over 200 billion around the
globe
• Functional stainless steel keeps drinks cold for
24 hours and hot for 12
• Philanthropic partnerships
– UNICEF, American Forests, Drink Up
• Sold in 35 countries

3. #SwellOnCampus

4. Why ?
• Fashionable, functional, & eco-friendly
• Opportunity to create a millennial-focused campaign
• College campuses contain the target market of trendy and
environmentally-conscious individuals
• Cause-related marketing performs well with millennials
– 69% of global millennials want businesses to make it easier for them to get
involved in societal issues (2014 MSL Group The Future of Business Citizenship
Report)
– 79% are likely to purchase a socially/environmentally responsible
company’s products (AdWeek)
– 74% are more likely to pay attention to a socially/environmentally
responsible company’s message (AdWeek)

5. Goals
q Increase brand awareness and
relatability to all aspects of
student life on campus
q Educate students about S’well’s
sustainability and philanthropic
efforts
q Position S’well as millennial
students’ first choice for a
reusable water bottle

6. S’well Brand Ambassador Program
• Pilot fall 2017 semester
– 8.21.17 à 12.15.17
– 16 live weeks
• 10 campuses
• 2-3 SBA’s per campus à 24 total SBA’s
• Evaluate the option to extend through spring 2018 semester

7. Tactic 1: Get Sylly with S’well
• Goals: Establish the presence of S’well on campus and position their
bottles as must-have items for back-to-school
• Timing: Syllabus Week
• Concept: Station outside a heavy-traffic area (e.g. academic quads,
campus center, etc.) with music, snacks, beverages, and S’well branded
signage. Students who follow S’well on social media will be entered for a
chance to win promo items and the grand prize, a “S’well Study Kit”

8. Tactic 2: Spin the Bottle
• Goals: Integrate S’well into campus
life through major sporting events
by positioning them as the ideal
bottle for staying hydrated while
socializing
• Timing: Homecoming or a major
home game
• Concept: SBA’s will set up a Spin
the Bottle wheel at games and
tailgates with the chance to win
discount codes and promo items.
SBA’s will post on social during the
game, and students will be
encouraged to create original
content using #SwellOnCampus

9. Tactic 3: Thanksgiving Back
• Goals: Associate S’well with the spirit of giving back
during the holiday season by educating about S’well’s
mission and philanthropy efforts
• Timing: Week leading up to Thanksgiving Break
• Concept: Encourage students to express their thanks for
family, friends, and the environment. SBA’s will partner
with environmental clubs to host a DIY succulent station
and talk. Students can plant their own succulents and
decorate the pots to keep or gift to friends & family for
the holidays. Environmental club leaders will lead a
discussion about reducing plastic waste. Students who
post on social will be entered for a chance to win a
bottle from the new fall 2017 line

10. Tactic 4: Sweat with S’well
• Goals: Make students aware that S’well bottles keep liquid cold for 24
hours, reduce plastic waste, and are the easiest way to stay hydrated
while working out
• Timing: Flexible
• Concept: Each SBA will identify a fitness guru or instructor on campus and
provide them with a gift card to purchase a S’well bottle in return for
promoting the product through multiple social media posts. SBA’s will also
table at the gym or attend a fitness class and hand out raffle tickets for
the chance to win a gift card or promo item

11. S’well Promo Items

12. S’well Campuses
YMC suggests these 10 university campuses due to their high “green” rating
(bestcolleges.com) and their location in either a metropolitan or
environmentally conscious area.

13. Who is the Ideal S’well SBA?
2-3 SBA’s per campus à 24 total SBA’s
• Male or Female
• Sophomore, Junior, or Senior class
• Well-rounded involvement on campus
– Ex. athletics, arts, leadership, clubs
• Previous marketing, retail, or brand ambassador experience
– Desired majors: Marketing, Business, Environmental Science, Fashion etc.
• Outgoing, passionate about being green, go-getter

14. Example SBA: Jalen C.
North Carolina State University
• Major: Sport Management
• Campus Involvement
– Sports Management Club
– College of Natural Resources
– National Society of Scholars
• Professional Experience
– adidas: Jalen previously worked as an adidas
Lead Ambassador where he helped promote
and plan on-campus events, in addition to
promoting the brand on his social media
platforms
– Abercrombie & Fitch: As a previous sales
associate, Jalen assisted customers during
their shopping experience and also
participated in seasonal photo shoots for the
brand to market new apparel

15. Example SBA: Mary K.
UCLA
• Major: Sociology
• Campus Involvement
– UCLA Swim and Dive
– E3: Ecology, Economy, Equity
– Greek Life
– Bruin Marketing Club
• Professional Experience
– Free People: Mary assisted in the creation of
online blog content surrounding the 2016
Coachella Valley Music and Arts Festival for
the brand’s website by identifying and
photographing various popular style trends
displayed at the festival

16. Social Strategy
Social media is an integral part of the program, and our SBA’s are the best
content creators and engagers out there.
• Consistently create organic, on-brand, lifestyle-inspired content
• Increase brand awareness on campus in order to drive sales and website
traffic
• Position S’well as students’ go-to reusable water bottle

17. Thank You!

18. Citations
• http://giftnewsdaily.com/wp-content/uploads/2015/01/68f961e1712f5f43c9a9b3f602b20189-300x300.jpg
• http://s3-us-west-2.amazonaws.com/swellbottle/wp-content/uploads/2014/11/Swell-Bottle-Insulated-Reusable-Water-
Bottles-1.jpg
• https://www.instagram.com/p/BBu7uzZLAbI/?taken-by=swellbottle
• https://www.instagram.com/p/-e4tJJrAfS/?taken-by=swellbottle
• http://ashandcrafts.com/wp-content/uploads/2015/05/Succulents8.jpg
• https://s-media-cache-ak0.pinimg.com/736x/d5/05/05/d50505f561771ca600c8f0efb07a99c8.jpg
• https://cdn.shopify.com/s/files/1/0117/5372/files/save-bottles.jpg?34324
• http://www.bestcolleges.com/features/greenest-universities/
• http://www.adweek.com/socialtimes/cause-related-marketing-millennial-mindset/142701
• http://www.swellbottle.com/press/fortune-2/