Job Profile: What Is This New Ambassador Role?
Published on March 18, 2021, at 9:05 a.m.
by Lawson Colgate.
We are all aware of a public relations campaign: stating a clear objective and developing strategies and tactics to successfully reach it. Although seasonal campaigns have the ability to be effective, there is a job on the horizon that will not only help a business achieve its goal, but maintain a positive reputation, grow its brand and build relationships far past the completion of a campaign.
An ambassador — also known as a brand ambassador, campus rep or campus brand manager — is hired by a company to help promote the brand and impact the target audience in a positive light. Ambassadors are long-term employees who serve as the face of a company. They are passionate about the product, all while building brand loyalty and credibility.
Account managers often overlook the ambassador role in a business. On a day-to-day basis, ambassadors are also helping their company target its audiences and build relationships with its consumers. Let’s dive into what a day in the life of both an ambassador and account manager looks like.
A day in the life: Ambassador style
Ambassadors range from well-known influencers to passionate customers who promote a brand in a reliable way. Studies show that 92% of consumers trust suggestions from their friends and family more than traditional advertising. People identifying with other people, such as ambassadors, is an effective way for brands to successfully target their messages.
In the virtual world we live in, ambassadors are especially important for reaching audiences digitally. Ambassadors communicate their satisfaction with a brand through social media tactics. These tactics can be interactive and encourage others to try the product that is being promoted.
“My biggest role of being a campus ambassador is to take photos for both my Instagram feed and story. These pictures represent the given product for each week and showcase it in a creative way,” said Emma Drew, Riddle & Bloom Vera Bradley ambassador at The University of Alabama. “Often these posts include a giveaway to someone on our campus too.”
After receiving her weekly tasks, Drew strategically plans her social media posts and for the week. Through these tasks, Drew represents Vera Bradley to consumers in an authentic way.
“A day in the life of a LaCroix ambassador differs each day,” said Madison Natemeier, Riddle & Bloom LaCroix ambassador at The University of Alabama. “Some days, I spend my time planning events and picking up my samples from the mail center. Other days, I mainly focus on posting on social media and engaging with college students virtually.”
Similar to Drew, Natemeier is responsible for representing and promoting a company, LaCroix, to current and potential consumers. Ambassadors like Drew and Natemeier benefit their companies by increasing awareness and knowledge of the companies’ brands and products. Their promotional efforts allow others to identify with them in a location where their companies are not currently operating. While directing new social media traffic to their brands, these passionate ambassadors increase loyalty among consumers.
Not only do Vera Bradley and LaCroix benefit from their ambassadors, but they also teach ambassadors skills that will assist them in their professional careers.
“Representing a large company such as LaCroix has taught me a lot about responsibility and social media etiquette,” said Natemeier. “We live in such a digital world, and it is important to remember to be responsible and appropriate when posting on social media.”
Likewise, Drew mentioned that her role has taught her how to portray herself appropriately on social media. She also has had the opportunity to interact with others on campus that have similar interests to her and expand her network.
A day in the life: Account manager style
Behind every successful ambassador, there is a public relations professional that turns their company’s biggest brand enthusiasts into ambassadors. Account managers are responsible for hiring ambassadors to help carry out the designed tasks and responsibilities that match the goals of the program.
“I look for students who show a genuine interest in the brand, social media and gaining marketing skills, and who position themselves in a professional and personable manner,” said Heidi Auvenshine, Riddle & Bloom senior account manager, “students who have good communication skills and will treat the position for the real job that it is tend to do the best in their roles.”
Overall, account managers aim to hire ambassadors who will help to develop a positive brand perception while relating to and influencing the target audience.
Account managers and ambassadors work closely to ensure goals are being met. Auvenshine’s duties are similar to those of the campus brand managers that she hires. In both roles, clear communication about program needs, coordination with partners to execute promotional tasks such as group announcements and events, and a confident idea of how to use different social media platforms are essential.
“I try to ensure each co-worker, client, partner and student I interact with comes away having gained value from our conversation: an answer to their question, a recommendation about how to make something better or more efficient, a deeper sense of trust in the team dynamic, and more,” explained Auvenshine.
Along with mentoring and communicating with ambassadors on a daily basis, account managers are also tasked with compiling reports for clients and brainstorming ways to make their companies better.
However, Auvenshine believes ambassadors are creative in ways others are not because they know more about their campuses and their respective student bodies than brands ever could. This creativity effectively translates messages to younger generations in genuine and authentic ways.
Ambassadors and account managers passionately represent the companies they promote in order to successfully build relationships and brand image among their consumers.