Brand Ambassador Handbook |...

Amazon.com Confidential

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Brand Ambassador Handbook | 2015-2016


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TABLE OF CONTENTS

Table of Contents ................................................................................................................................................................ 2

Brand Ambassador Program Responsibilities ..................................................................................................................... 4

Amazon Leadership Principles ............................................................................................................................................. 6

Brand Ambassador Program Messaging & Goals ................................................................................................................ 8

What is Amazon Student? ................................................................................................................................................... 8

Amazon Student Benefits .................................................................................................................................................... 9

Event Planning ................................................................................................................................................................... 12

Scheduling & Reporting Events ......................................................................................................................................... 14

Inventory Management ..................................................................................................................................................... 15

Day-Of Event Planning ....................................................................................................................................................... 18

Marketing Messages Calendar .......................................................................................................................................... 22

Social Media ...................................................................................................................................................................... 24

Ambassador Talking Points & Amazon FAQs ..................................................................................................................... 29

Brand Ambassador Event Checklist ................................................................................................................................... 34

Extras ................................................................................................................................................................................. 37

Amazon CMM Contact Information .................................................................................................................................. 41


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PROGRAM RESPONSIBILITIES,

MESSAGING & GOALS


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BRAND AMBASSADOR PROGRAM RESPONSIBILITIES

Brand ambassadors (“BAs”) hired to promote Amazon Student and other Amazon products on and off their

college campus, are held to the following set of program responsibilities. BAs will:

OPERATIONS

Join Amazon Student as paying member, for the purposes of understanding the Amazon Student

experience. Amazon will reimburse the expenses of paid membership. BAs will make an effort to use

and understand Amazon Student benefits throughout the school year.

Join all necessary online platforms identified by your Campus Marketing Manager (CMM) as integral to

the job, which include but are not limited to: Brandscopic, Kotis and Twitter.

Respond to CMM communication within 48 hours and meet all other communicated deadlines.

Attend team calls and meetings with CMM, on a cadence set and established with CMM and the BA

team. BAs will have one unexcused absence for the year and must have all other absences approved by

their CMM with at least 24 hours’ notice.

Complete all “continuing education” training by communicated deadlines.

PROMOTIONAL WORK

Adhere to campus solicitation policies for all activities conducted in representation of Amazon Student

and obtain all necessary campus-specific approvals to conduct activities on campus (per the provided

permissions tool).

File event plans in Brandscopic by the beginning of each month for the two events planned for that

month.

Carry-out ongoing outreach to campus clubs and/or organizations.

Plan and execute two events per month for the months of August, September, October and November

2015. Plan and execute two events per month for the months of January, February, March and April

2016. Note: schedule is based on school start dates.

Plan and execute at least one event during the first two weeks of school in the fall, ideally during the

school’s “welcome week” activities.

Meet or exceed target reach of an average of 150 people per event throughout the year.

File all reports in Brandscopic no more than 7 days following your event.

SOCIAL MEDIA

Maintain and monitor a school-specific Twitter account with your partner BA.

Post a minimum of 10 times per month on Twitter regarding Amazon Student content, event

information, event follow-up, or school-related content.

Maintain a respectful, appropriate presence on social media while representative of Amazon.

LEAD BA EXPECTATIONS AND RESPONSIBILITIES

Act as a liaison between BAs and CMM answering questions from your pod.

Attend Lead BA calls once per month with all Lead BAs + CMMs.

Coordinate monthly call schedule with BA teams and CMM to determine day/time to meet


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Create an agenda for monthly calls with your pod and CMM.

Attend and host monthly calls with your pod. Making sure calls are efficient and do not run over

time allotment

Take notes during the meeting and send to your pod and CMM after each monthly call.

Hold your pods accountable for completing monthly event initiatives, including following up, when

required

Check Brandscopic before every monthly call to ensure that your pod has entered in any necessary

event information.

Select one top social media post from your pod to share with CMM team for monthly newsletter.

Coordinate any additional communication requested from your pod or CMM

Choose a minimum of 2 events per month from your pods to highlight in the “Awesome ideas!”

album

Report hours worked on monthly basis to help evaluate the structure of the Lead role.

Respond to requests from CMM within 48 hours or by otherwise noted deadline

POD EXPECTATIONS AND RESPONSIBILITIES

Attend and actively participate in the mandatory monthly pod calls. Call will be held each month

(August-November and January-April).

Be respectful of other teams’ issues, questions, and concerns

Be respectful of Lead BA’s time and requests

Respond to requests from Lead BA within 48 hours or by otherwise noted deadline

Participate in any additional Pod collaboration (coordinated by Lead BA)

Utilize your Lead as the first source to ask questions on day to day BA executions.

We also encourage you to talk among your pod for frequently asked questions and brainstorming


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AMAZON LEADERSHIP PRINCIPLES

CUSTOMER OBSESSION Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess over customers. OWNERSHIP Leaders are owners. They think long term and don’t sacrifice long-term value for short-term results. They act on behalf of the entire company, beyond just their own team. They never say “that’s not my job." INVENT AND SIMPLIFY Leaders expect and require innovation and invention from their teams and always find ways to simplify. They are externally aware, look for new ideas from everywhere, and are not limited by “not invented here." As we do new things, we accept that we may be misunderstood for long periods of time. ARE RIGHT, A LOT Leaders are right a lot. They have strong business judgment and good instincts. HIRE AND DEVELOP THE BEST Leaders raise the performance bar with every hire and promotion. They recognize exceptional talent, and willingly move them throughout the organization. Leaders develop leaders and take seriously their role in coaching others. INSIST ON THE HIGHEST STANDARDS Leaders have relentlessly high standards - many people may think these standards are unreasonably high. Leaders are continually raising the bar and driving their teams to deliver high quality products, services and processes. Leaders ensure that defects do not get sent down the line and that problems are fixed so they stay fixed. THINK BIG Thinking small is a self-fulfilling prophecy. Leaders create and communicate a bold direction that inspires results. They think differently and look around corners for ways to serve customers. BIAS FOR ACTION Speed matters in business. Many decisions and actions are reversible and do not need extensive study. We value calculated risk taking. FRUGALITY We try not to spend money on things that don’t matter to customers. Frugality breeds resourcefulness, self-sufficiency, and invention. There are no extra points for headcount, budget size, or fixed expense. VOCALLY SELF CRITICAL Leaders do not believe their or their team’s body odor smells of perfume. Leaders come forward with problems or information, even when doing so is awkward or embarrassing. Leaders benchmark themselves and their teams against the best. EARN TRUST OF OTHERS Leaders are sincerely open-minded, genuinely listen, and are willing to examine their strongest convictions with humility. DIVE DEEP Leaders operate at all levels, stay connected to the details, and audit frequently. No task is beneath them.


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HAVE BACKBONE; DISAGREE AND COMMIT Leaders are obligated to respectfully challenge decisions when they disagree, even when doing so is uncomfortable or exhausting. Leaders have conviction and are tenacious. They do not compromise for the sake of social cohesion. Once a decision is determined, they commit wholly. DELIVER RESULTS Leaders focus on the key inputs for their business and deliver them with the right quality and in a timely fashion. Despite setbacks, they rise to the occasion and never settle.


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BRAND AMBASSADOR PROGRAM MESSAGING & GOALS

KEY MESSAGES

Amazon has everything students need for college

Amazon Student saves students money, time and hassle when purchasing college essentials

Amazon Student is FREE for the first 6 months and then only $49 a year, that’s only $4.08 a month!

GOALS

Increase Amazon Student brand awareness

Encourage students to sign up for the 6-month free trial of Amazon Student

Increase awareness of the breadth of product selection and competitive pricing on Amazon.com

Increase awareness of other Amazon products and services

Create an engaging customer experience through student-led activities to enhance students’ affinity

towards Amazon

WHAT IS AMAZON STUDENT?

Amazon Student is a version of Amazon Prime, targeted at college students, that offers the following

benefits:

6-month free trial followed by a half-price Prime plan ($49 per year instead of $99)

During the 6-month FREE trial, Amazon Student members have access to the following benefits:

1) FREE two-day shipping on millions of items. Free Prime same-day and next day shipping in select

locations. Visit: http://www.amazon.com/sameday for a list of locations.

2) Exclusive deals and promotions exclusively for college students.

3) Early access to lightning deals and MyHabit.

4) Unlimited photo storage with Prime Photos.

5) Eligibility to receive credit on Amazon.com when friends join Amazon Student through your referral

link. Some restriction apply. Visit the www.amazon.com/student for details and restrictions.

Referral offers are subject to change.

After the 6-month free trial ends, students get Amazon Prime for half price! That’s $49/year instead

of $99/year. That translates to only $4.08 a month! Benefits include all of the above AND:

1) Prime Instant Video: unlimited instant streaming of thousands of popular movies and TV episodes,

including Amazon Original Series.

2) Prime Music: unlimited, ad-free access to more than a million songs and hundreds of playlists.

3) Kindle Owners' Lending Library: Borrow one Kindle book per month from over 800,000 titles for

free on any Kindle device with no due dates.

4) Members are eligible for half-price Prime until graduation or for 4 years, whichever comes first.

http://www.amazon.com/b?ie=UTF8&node=8729023011


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BENEFITS IN DETAIL

PRIME PHOTOS (CLOUD DRIVE): AMAZON.COM/PRIMEPHOTOS

Included in the Amazon Student 6-month free trial

Unlimited photo storage with automatic photo backup

Photos are stored safely and you can access them anywhere, from almost any device by signing in with

your Amazon account

In addition to unlimited photos, members get 5GB for music, movies, files and documents

Cloud Drive offers a free mobile app, secure access from any computer, and is built into all Fire devices

PRIME PHOTOS FAQS

Q: Does Prime Photos include video storage?

A: You can save videos for free up to 5 GB. If you need more storage space, our Unlimited Everything plans

let you store as much data as you need without ever worrying about going over quota.

Q: What If I need more than 5GB of storage for files that are not photos?

A: Amazon Cloud Drive offers one of the industry’s most competitive Unlimited Everything plans for just

$60 a year. You can store as much digital content as you need and never worry about going over quota.

Q: Will all photos from my phone auto-sync?

A: Once you set up the Amazon Photos app and turn on auto-sync, if you have an Android phone it will

automatically sync all photos. If you have an iOS device, you will need to open the app to have photos start

syncing. Unfortunately Apple does not allow apps to run in the background so you need to open the app to

sync your photos, but simply opening the app will start the sync process if you have auto-sync turned on.


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Q: What’s the difference between Prime Photos and Amazon Cloud Drive?

A: Prime Photos is the free Prime-member benefit that includes unlimited photo storage and 5 GB of

additional storage. All of your photos and digital content are saved in your Amazon Cloud Drive account.

PRIME INSTANT VIDEO: AMAZON.COM/PIV

Watch thousands of movies and TV episodes on your smart TV, laptop, phone, tablet, or gaming

console

Prime Instant Video features Amazon Original Series like the Golden Globe-award-winning Transparent,

Bosch, Mozart in the Jungle, and exclusives like Orphan Black, Justified and The Americans.

PRIME INSTANT VIDEO FAQS

Q: I already stream video in other ways, what makes Prime Instant Video different?

A: Prime Instant Video includes movies and TV shows that are not available through other streaming

services, including Amazon Original content. It also includes current hit shows from HBO like Girls, Veep,

Boardwalk Empire and past greats like The Sopranos and The Wire. There are also thousands of movies,

including blockbusters like The Hunger Games: Catching Fire, Wolf Of Wall Street, and Transformers: Age of

Extinction available for you to watch anytime, anywhere.

Q: I’m on the go a lot, what options are there for streaming?

A: You can watch movies and TV shows included with Prime almost anywhere. You can watch on your

phone, your tablet, your laptop or your TV. You can even download content to your device and watch it

later when you’re somewhere you can’t stream.

PRIME MUSIC: AMAZON.COM/PRIMEMUSIC

Unlimited, ad-free access to more than 1 million songs, more than 1,000 playlists, and hundreds of

stations – all included in a paid Amazon Student membership

Listen anywhere with the Amazon Music app for smartphones, tablets, PCs and Macs

Personalize your own music stations with unlimited skips and no ads

Download any of the songs for offline listening (great if you’re going on a flight or for preserving your

cell phone data)

PRIME MUSIC FAQS

Q: I already have a streaming service for on-demand music and radio, why do I need Prime Music?

A: Amazon Prime Music includes unlimited, ad-free access to more than 1,000 curated playlists, hundreds

of stations, and more than a million songs and albums. Not only that, but with your Amazon Student

membership, you get all the other great benefits of Amazon like free shipping, etc.

Q: Why don’t you have [artist] or [song] in your catalog?

A: New artists, albums, playlists, and songs are added to the service regularly and we are always looking for

ways to increase selection for our listeners.


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EVENT PLANNING


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EVENT PLANNING

EVENT CHECKLIST

Refer to the event checklist handout. This is your go-to document for planning all of your activities. It will

help you make sure you’ve thought through all event details and have everything you need to host a

successful event for Amazon Student. Always start with this and your brainstorming/marketing plan when

you and your partner start planning an event.

EVENT EXPECTATIONS AND GOALS

BAs are expected to hold an average of two (2) events per month except for the months of December

and May. Although some months may have more events and some fewer, there should not be any

months without events.

Brand ambassadors should hold a variety of sizes and types of events, instead of holding the same

event repeatedly (such as tabling on campus). Campus promotions are most effective when executed

with variety and will help meet our marketing goals in different ways. The below chart outlines

different sizes of events, examples of these types of events, and the benefits and goals of each type.

Medium Large

Benefits Larger reach but still allows for closer contact than large events

Close contact with customers

Ability to connect with customers’ stories/challenges directly and recommend solutions

Large-scale brand awareness

Goals Creating awareness of Amazon Student

Collaboration with campus community

Provide a positive customer experience

1:1 contacts with customers

Increased likelihood of follow-through on Amazon Student signups


Creating awareness of Amazon Student


Examples Greek house philanthropy, collaboration with local business, apartment complex event off-campus, club/organization meetings, Greek house meetings, classroom presentations

Welcome Week event, dance marathon, orientations, sporting events, mobile (cart) events

GOOD TABLING SETUP


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BAD TABLING SETUP


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SCHEDULING & REPORTING EVENTS

Brandscopic is an event-planning platform that brand ambassadors will use to plan, schedule, and report events.

Platform URL: www.brandscopic.com

The CMM and Lead will be able to view all scheduled events and event reports in Brandscopic

Event reports should be filed no longer than 7 days following your event but before your scheduled pod call.

Keep your events up-to-date in Brandscopic so your CMM can always have visibility into what events you’re planning and hosting.

LOGGING IN

Go to www.brandscopic.com.

Click “Sign In” in the upper right-hand corner.

Enter the email address and password you registered with.

Support center link: http://support.brandscopic.com/customer/portal/articles/1493243-logging-in-for-

the-first-time

HOW-TO LINKS

Create an event

http://support.brandscopic.com/customer/portal/articles/1332054-how-do-i-schedule-or-create-an-event-

Submit an event report

http://support.brandscopic.com/customer/portal/articles/1332094-how-do-i-submit-a-post-event-recap-

Upload a receipt http://support.brandscopic.com/customer/portal/articles/1555186-how-to-upload-receipts-to-post-event-recaps

Adding team members to an event

http://support.brandscopic.com/customer/portal/articles/1333808-how-do-i-add-team-members-to-an-event-

Deleting/deactivating an event

http://support.brandscopic.com/customer/portal/articles/1353801-how-do-i-delete-or-deactivate-an-event-

Uploading event photos

http://support.brandscopic.com/customer/portal/articles/1555374-how-to-upload-photos-to-the-post-event-recap

TROUBLESHOOTING BRANDSCOPIC

Brandscopic provides several great ways to get help if you’re stuck.

Help center: support.brandscopic.com

Brandscopic YouTube channel: https://www.youtube.com/channel/UChcfVIGq0zKf1E49HdW1ZsA

http://www.brandscopic.com/

http://www.brandscopic.com/

http://support.brandscopic.com/customer/portal/articles/1493243-logging-in-for-the-first-time

http://support.brandscopic.com/customer/portal/articles/1493243-logging-in-for-the-first-time





http://support.brandscopic.com/customer/portal/articles/1555186-how-to-upload-receipts-to-post-event-recaps

http://support.brandscopic.com/customer/portal/articles/1555186-how-to-upload-receipts-to-post-event-recaps







http://www.support.brandscopic.com/

https://www.youtube.com/channel/UChcfVIGq0zKf1E49HdW1ZsA


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INVENTORY MANAGEMENT

Platform URL: www.kotisdesign.com/amazonba

EXPECTATIONS

BAs will be responsible for planning inventory needs and ordering all promotional items for events.

Only one BA from each team can place an order at one time; decide with your teammate which BA will be placing orders, and on what cadence, prior to leaving the Summit

Using the event checklist as a guide, pre-plan when and what you’ll need for upcoming events.

Only place 1 monthly order for promotional items and flyers. Items in the store will be ordered in various configuration quantities, depending on how many items come in a case pack. Minimum order for items configured in case pack quantities will be indicated on the Kotis store.

All orders will be sent to a BA team’s CMM for review prior to being submitted for fulfillment. Please allow 48 hours for CMM approval before orders are placed – so plan accordingly.

All inventory items ship from Seattle via UPS ground shipping so plan accordingly for shipping time (see map below to estimate the time it will take to receive your shipments).

Shipping map:

http://www.kotisdesign.com/amazonba


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WHAT TO ORDER?

Flyers: BAs will be required to order a monthly allotment of school-specific flyers. Flyers will be listed in

the store by school name, so only order flyers for your campus. School-specific flyers will be refreshed

and restocked on a monthly basis. CMMs will be responsible for notifying BAs when their monthly flyers

are posted and available for orders via the store.

Promotional Items: Each school will be given a maximum quantity available to order for the month of

our core giveaway items. These items are Amazon Student branded and are intended to be passed out

at your events.

Vendor Items: Each school will be assigned a set number of vendor items each month that they are

required to either raffle or sample at their events. You will be notified by your CMM which vendor

items to order each month, as well as how to distribute them. It is important to pay attention to what

your school is assigned to since all vendor items are shown in the store. All vendor items must be

handed out in full the month you are assigned to them.

HOW MUCH TO ORDER?

We have planned for you to have 150 items to give away at each event, on average. If you give away

more than this at every event, on average, you will not have enough promotional items for all of your

events. Keep in mind that lower-value items (i.e. stickers) should be accounted for in this total – not

every event attendee will walk away with a high-value promotional item.

You do not have to have a promotional item for every expected attendee at a given event, especially at

large events. For instance, if a back-to-school event is expecting 500 people, you will only be able to

talk to a portion of those people and should plan accordingly.

Always have your school-specific flyers on hand and plan to bring enough to have one flyer for every

event attendee. You will be receiving updated flyers periodically (your CMM will notify you) and are

responsible for placing your school’s monthly order.

PROMOTIONAL ITEM DISTRIBUTION STRATEGY

Every event attendee should receive a flyer as it contains key program information that you’ll want

them to take away. Promotional items are given to event participants to strengthen the engagement of

the Amazon Student program and as a fun takeaway that reminds students to check out Amazon

Student post-event.

Please distribute promotional items responsibly and professionally. The Plinko game and whiteboards

should be used to give event attendees a chance to win items available at an event. If you don’t have

your Plinko game or whiteboard with you, think through other fun and creative ways to distribute

promotional items.

For high-value items of which you will have a small quantity ($5 gift cards and vendor-donated items),

think about fun and creative ways you could distribute these to event attendees. Previous BAs ran

trivia, raffles, random Plinko prize, etc. to distribute these items.

o Note: All high value items must be distributed through a game of chance (raffle, Plinko game,

etc.) You are NOT allowed to hold contests. And, winners MUST be physically present to receive

the prize.


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VENDOR ITEMS

Throughout the program, you will be supplied with various vendor-donated products that can be found

on Amazon.com. This is really fun and engaging way for BAs to promote all the great products that can

be found on Amazon for students.

When provided, the items will be set up in the online store so BAs can place orders. When items are

offered, CMMs will communicate to BAs the appropriate use, order amounts, and distribution

recommendations.

In addition to the physical items, BAs will be provided with promotional talking points and item key

features and benefits to strengthen the promotion of these items at events.

You will be required to take lots of pictures of the vendor items at your events, both of your event set

up and students engaging with the vendor items.

EVENT SCENARIO AND SHOPPING LIST- EXAMPLES

EXAMPLE #1

Event details: Large tabling event on campus; partnering with campus organization to host an Amazon

Student table on the quad during back-to-school week(s).

Expected reach: ~500 students, mostly freshmen and incoming students

Swag order from MyKotis: Should have ~300 promotional items in addition to school-specific flyers

School-specific flyers 300

Amazon Student stickers 100

Amazon $5 gift cards 10

Water Bottles 10

Notebooks 20

Cinch bags 20

Vendor Sampling Item 150

EXAMPLE #2

Event details: Beta Alpha Phi monthly chapter meeting. Attending the meeting and presenting Amazon

Student program information during the last 15 minutes of the meeting.

Expected reach: ~150 students

Swag order from MyKotis: Should have ~100 promotional items in addition to school-specific flyers

School-specific flyers 150

Amazon Student stickers 60

Water Bottles 10

Notebooks 10

Pens 20

Vendor Raffle Item 5


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DAY-OF EVENT PLANNING

EVENT CODE OF CONDUCT

Create a welcoming environment for all customers.

o We love all Amazon customers, past, current, or future! o Treat everyone as if they are a customer; go out of your way to make their day!

Make sure display has a professional appearance and items are arranged in a clear can clean manner.

Exhibit professional behavior at all times. Always operate the event as though an Amazon executive were present, whether you know they are or not.

Start your event on time, at the time that you told customers you would. We recommended leaving your end time open-ended in case you run out of giveaways sooner than expected.

No drinking/eating, texting or smoking while at event/activity.

Please be very conscious of your language. Extreme language such as cursing will not be tolerated.

Respect all property.

Leave every event site as clean as or cleaner than it was when you arrived. Remove all trash from the event area.

Take special care to protect customer information if you’re collecting email addresses at your event. If you are collecting customer emails for future Amazon Student information and follow-up, please:

Inform attendees that supplying their email address is voluntary and by doing so they are allowing BAs to send them information regarding the Amazon Student program via email – and for no other reason.

Use your personal laptop or other device (secured with a passcode) for email collection

Do not collect any customer information from students other than email

Only use student emails for the intended purpose, sharing information and following up with students about Amazon Student

Once follow-up email has been sent, delete the student emails from your device

HAVE FUN! You were hired not only for your experience, but your personality and energy level, so please let customers see these wonderful attributes!

UNIFORMS & APPEARANCE

Representation: You are a representative of Amazon. It is your responsibility to conduct yourself in a positive, professional, and courteous manner at all times. During the program you will be interacting with thousands of customers. These relationships are very important to Amazon and it is your responsibility to strengthen and further develop these relationships.

Personal appearance guidelines: Image is critical when it comes to event marketing. The nature of this type of activity requires you to constantly be in the spotlight and in front of customers. Please have a constant awareness of your appearance, actions, and language. Everything you say and do reflects upon Amazon. You will be provided with a t-shirt/sweatshirt that you are required to wear at all times.

Brand Ambassador uniform: o Amazon t-shirt/sweatshirt o Please wear your own:

Jeans or jean shorts (reasonable length) Closed-toed shoes Long hair should be worn up in order to view the Amazon logo If you would like to wear a hat, please wear a hat with your school logo


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o Event appearance: A clean, neat and organized event is critical to the success of the program. All signage, equipment, and materials have been purchased or rented for the sole purpose of this program, and should be handled with care. In order to maintain the new condition of these materials for the entire duration of the program, it is your responsibility to administer proper care and maintenance to each of the event items.

GIVEAWAY ITEM GUIDELINES & PHOTO RELEASE FORM

When you are giving away the vendor-donated items described above, you will need to take photos of

the recipients of these items for both promotion and to share with our vendors.

IMPORTANT: In order to document these giveaways, brand ambassadors should ask permission to take

a photo of the recipient of the item and obtain a signed photo release (find this document on the

Amazon Brand Ambassador portal) and submit to Brandscopic with their event recap.

Using student photos during promotions can be an effective way to promote activities, especially when

advertising “winners.” However, it is imperative to get a signed photo release from any individual you

use in your marketing efforts.

o How to use a photo release form:

Print the form from the Amazon BA portal and bring the form to the event.

Take a picture of the student and have him/her sign the form. Rename the photo with

the name of the student.

Write on the form a distinguishing element (ex: what he/she is wearing).

Take a picture of the form.

Upload photo of form and student photo to Brandscopic.

EXAMPLE VENDOR ITEM PHOTOS

EVENT FOLLOW-UP

o Send thank-you notes to the student organization or business where your event was hosted and

provide a brief overview of Amazon Student, if applicable.

o If event was with a student organization, send a follow-up email with an invite to join Amazon Student

through your Amazon Student referral link.

Send follow-up emails to students who indicated they would like more information and who have

provided their email addresses.


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SOLICITATION POLICIES

BAs MUST follow all school rules and regulations re: posting, flyering, chalking, etc., adhering to their

campus solicitation policy. See the Permissions Tool for more information and specifics on getting

necessary approvals for events.

What to do if you receive pushback on activity:

o Be polite and shut down promotion/activity

o Get the person’s contact information, if possible (name, title, phone # or email), and let them

know that your CMM can contact them if they would like

o Notify your CMM immediately

o Document pushback and submit via Brandscopic with event report

PERMISSIONS TOOL

Refer to permissions tool handout. The purpose of this tool is to provide BAs with a guide as to what approvals and permissions are required for various events they will conduct on campus. All activities conducted on university campuses require appropriate permissions from the university or organizing body hosting the event(s) where BAs have a presence. If events are not listed on this matrix, it is the responsibility of all BAs to clear these events with their CMM. In addition, it is each BA’s responsibility to be familiar with and have an understanding of their campus’s solicitation policy. If you have questions about these policies, please ask your CMM.


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MONTHLY MARKETING CALENDAR


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MARKETING MESSAGES CALENDAR

Although our primary message will always be Amazon Student, we will promote secondary messages about other Amazon products and services. We will also periodically have special events that we will need and want brand ambassador help promoting.

Each month, the CMM team will email BAs with a marketing newsletter outlining that month’s secondary messaging and special events, if applicable. This newsletter will also include bonus information, important reminders, and will spotlight standout BA events. Below is a snapshot calendar of messages and special events we will be promoting this fall. More details and information will be provided by your CMM prior to each month.

Month Campus Activities

Product/Service Focus

Marketing Message

August Students purchasing college essentials and textbooks

Primary:

Amazon Student

Secondary:

Textbooks &

Vendor Items

Amazon Student saves students money, time and hassle

when purchasing college essentials

Save up to 90% on textbooks. Rent. Buy. Sell.

Utilize vendor items to engage students at your events. All

of these items are available to Amazon Student members.

September Football,

tailgating,

back to school

events

Primary:

Amazon Student

Secondary: Textbooks &

Vendor Items

Amazon is your one-stop shop for all of your party tailgating or party supplies, join Amazon Student and get FREE 2-day shipping on millions of items

Save up to 90% on textbooks. Rent. Buy. Sell.

Utilize vendor items to engage students at your events. All

of these items are available to Amazon Student members.

October Football

tailgating,

Halloween

Primary: Amazon Student Week

Secondary: Vendor Items

Get exclusive deals by joining Amazon Student. One-week event, Amazon Student deals are getting even sweeter…starting at 12:01 a.m. on October 5th, Amazon Student members can take advantage of exclusive deals. Visit amazon.com/amazonstudentweek for more info.

Utilize vendor items to engage students at your events. All of these items are available to Amazon Student members.

November Football

tailgating,

holiday

shopping

Primary: Amazon Student

Secondary: Vendor Items

Exact device messaging TBD, device parties will take place this month

Utilize vendor items to engage students at your events. All of these items are available to Amazon Student members.


23

SOCIAL MEDIA


24

SOCIAL MEDIA

BAs are required to execute diverse campaigns across several social media platforms to promote

Amazon and their events. The Amazon team will provide guidance on how to efficiently manage social

media, but you will ultimately be the expert for your campus and will decide how to strategically use

creative and relevant content on the appropriate platforms to engage your peers.

The Amazon team has created Twitter handles for each individual school, and BAs will focus social

media efforts on driving engagement with and adding followers to their respective school’s Twitter

account. You and your CMM will share account ownership and both post. Your CMM will provide a

calendar of what s/he will be posting so you can coordinate a strategic cadence of promotions. You are

encouraged to use other social media platforms, such as Facebook and Instagram, to promote Amazon

and your events, but please note you will need to use your personal account. Please especially consider

this if Twitter is not the most popular social media outlet on your campus.

EXPECTATIONS AND GUIDELINES

You are expected to promote ALL of your events via social media. As mentioned above, focus your

energy on Twitter, but creating a Facebook event is also a must to promote your physical events. Please

use a lifecycle marketing approach: post on Twitter before, during and after your events. In order to

continue to gain followers throughout the year, you will need to promote your Twitter handle via other

social media outlets on a consistent basis. Consider using sites like Buffer to pre-schedule your posts

(the CMM team uses Hootsuite for monitoring the accounts, so you will not be able to use Hootsuite).

You are representing Amazon at ALL times, including when you post on social media. Be mindful of the

content you’re posting on social media outlets (i.e. no inappropriate language, photos, etc. CMMs will

periodically check BA social media accounts for consistency/appropriateness.

bit.ly is the default URL shortener used by Twitter and the only approved URL shortener to be used in

association with Amazon.

IMPORTANT: Brand ambassadors MAY NOT hold any giveaway contests through Twitter. You must

have a physical event to give away prizes. However, you CAN hold scavenger hunt contests through

Twitter as long as you have a corresponding physical event for winners to collect prizes at the end of

the scavenger hunt. If you are unsure about an idea you have for promotion, ask your CMM.

SCAVENGER HUNTS

Scavenger hunts can be a great way to create buzz on your campus. Social media will be the primary

vehicle for marketing this type of promotion. When it comes to scavenger hunts, please be cautious of

how you execute the activities you request students to participate in. We want to respect university

policy and property. Please make sure you and scavenger hunt participants do not deface university

property and also steer clear of requesting students to take photos in front of easily recognizable

campus staples, buildings or monuments.

If you plan and promote a scavenger hunt (or any event), follow through with it. The worst thing you

can do is get students hyped about a fun and unique event and allow it to be underwhelming. Set goals

for the scavenger hunt and work backwards from those. Plan an event that is scalable enough for two

brand ambassadors to manage, but at the same time will have a widespread and valuable impact on

your campus.

https://buffer.com/


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SCAVENGER HUNT EXAMPLE

Establish a list of activities students need to successfully complete to win a prize. Example: have a group of

students search for and find strategically placed Amazon Student swag/flyers on or around campus and

take photos with the item. Ask students to post the photo, tag their friends and hashtag #AmazonStudent.

When the students finish the list of activities, have them meet BAs at a predetermined location for a prize.

Set up a table on campus (approved by the appropriate university officials) that can be your “prize pick-

up” location. This can double as one of your events for the semester so be ready to engage with

students who stop by. Collateral giveaways for this event should not be premium items and should be

different than the scavenger hunt items.

This activity will vary by campus, so please touch base with your CMM before you execute any work.

SOCIAL MEDIA PHOTO-POSTING GUIDELINES

Do not post photos or videos on social media outlets that contain non-BAs or people who have not

signed a photo release form, in which the person can easily be identified. One exception will be event

photos that include a large number of people and in which faces are indistinguishable. Check with your

CMM if you have questions about posting a particular photo or video. See examples below.

OK FOR BAS TO POST:

1. Wide-angle photos of the whole event crowd – faces not easily recognizable.

NOT OK FOR BAS TO POST:

2. Photos of non-BAs in which faces are easily recognizable.

3. Other people can post pictures of themselves at the Amazon event, and you can be in them, but you

cannot post/tag them.


26

TWITTER 101

TWITTER CHECKLIST

Tweet event details prior to the event and include links to event page if applicable. Example: “Join me

today at (LOCATION) at (TIME) to get FREE Amazon swag!”

Live tweet from event. Example: “We’re out on the Quad enjoying the sun! Stop by our booth for some

free #amazonstudent swag!”

Use #amazonstudent hashtag in all posts

USING TWITTER EFFECTIVELY

Tweets:

Tweet about event details and pre-promotional activities.

Tweet about your work and update your followers on what you’re doing as a BA for Amazon (ex “I’m on the quad today getting fellow students excited about the upcoming Amazon event on campus!”)

Hashtags:

Use approved hashtags in your tweets to give your followers an easy way to see all the activity generated by the Amazon BAs

Pay attention to trending hashtags and use any that you can relate back to Amazon and the campaign messaging

@mentions:

@mention any of your followers who are related to your school (friends, campus groups and organizations, various schools on campus)

You’ll also want to @mention any sponsors of your event who have a Twitter feed Re-tweeting:

Retweet content that is engaging and related to Amazon’s messaging, including content from other Amazon teams

o Amazon accounts to follow, re-tweet from, and @mention in your own tweets: @Amazon, @AmazonStudent, @AmazonVideo, @AmazonMusic

Retweet content from your school’s accounts to help connect your team with the campus

TIMING

Tweeting links on Twitter: according www.mashable.com, the best time to post links on Twitter is between the hours of 1 p.m. and 3 p.m. ET (or 10 a.m. to 1 p.m. PT) especially on days earlier in the week. Sending a tweet with a link after 8 p.m. should be avoided — as should posting links after 3 p.m. on Fridays. The half-life of a link posted to Twitter is about 2.8 hours, according to bit.ly.

TIPS

Be in the moment! Since Twitter is a real-time broadcasting service, if you see or think of something funny, engaging, informative, or interesting to post – post it! Remember though: stick to the social-media posting guidelines!

Engage in dialogue with your followers whenever possible and respond to all direct messages.

Pay attention to trending hashtags and up-to-date topics relating to college, Amazon, and the Amazon campaign. Use trending hashtags in your posts to gain more visibility with your followers.

http://www.mashable.com/


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FACEBOOK EVENTS

You should create a Facebook event for every event you will be holding on or near campus.

You will manage all aspects of the event page in Facebook (inviting guests, commenting, event

reminders).

Please do the following:

o Invite your Facebook friends to your upcoming event to help spread the word

o Share the event URL through other social media channels (post the event URL on Twitter and Instagram)

o Make sure both BAs RSVP & periodically comment on the event page wall o Write a personal message: this makes your event more personable. Most people have their

email notifications turned on and they’ll get an email with your event title, date, time and your personal message

o Click the “Share” and “Post to your Profile” and your invite will go on your wall for all to see o Use the “Share” button to send an invite to your entire friend list and to all the groups you

belong to

o After the event is over, “close” the event

SOCIAL-MEDIA POST EXAMPLES


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AMBASSADOR TALKING POINTS &

FREQUENTLY ASKED QUESTIONS


29

AMBASSADOR TALKING POINTS & AMAZON FAQS

Print these FAQs and take them with you to events!

FAQS

1) Q: What are the benefits of Amazon Student?

A: A 6-month free trial of free 2-day shipping on millions of items with no minimum order size. After

the free trial ends, Amazon Student members receive ½ off Amazon Prime ($49 instead of $99), which,

in additional to free 2-day shipping, includes unlimited instant streaming of 41,000+ movies and TV

episodes, the ability to borrow free Kindle books, ad-free access to more than 1 million songs and

hundreds of playlists through Prime Music, exclusive deals and promotions for students, and a credit

for referring a friend to Amazon Student.

2) Q: What happens when my 6-month free trial ends?

A: After the 6-month free trial ends, Amazon Student members can continue their membership with

Amazon Prime for 50% off ($49/year vs. the normal $99/year). This discounted price is available until

you graduate or for up to four years, whichever comes first.

3) Q: What do I need to sign up?

A: You need a valid .edu email address and a credit card to sign up. If you don’t have an .edu email, you

can sign up by submitting proof of your student status like a valid student ID or transcript.

4) Q: Can I join Amazon Student if I’m already an Amazon Prime member?

A: Current Amazon Prime members who sign-up for Amazon Student will receive a refund for the

remaining months left on their current Amazon Prime subscription. You'll no longer have access to

certain Amazon Prime benefits such as Prime Instant Video and Kindle Owners' Lending Library unless

you sign up for a paid Amazon Student plan.

5) Q: Do I get Prime Instant Video (PIV) or Kindle Owner’s Lending Library (KOLL) during my free trial?

A: No, PIV and KOLL are only available once you are a paid Amazon Student member. However, you

can upgrade at any time during the free trial to receive access to PIV and KOLL sooner.

6) Q: Can I cancel at any time?

A: Yes, you can cancel Amazon Student at any time, which will cancel all benefits associated with your

membership. Note that if you want to reinstate your Amazon Student membership at a later date,

you'll no longer be eligible for the 6-month free trial of Amazon Prime shipping benefits.

7) Q: Can I share my Student membership benefits with others?

A: No, you may not share Amazon Student benefits with another person as an Amazon Student

member.

8) Q: Where can I get more information about Amazon Student?

A: http://www.amazon.com/joinstudent

9) Q: How does Student benefit me if I already share a Prime account with another person (i.e. a parent

or family member)?

A: Shared Prime accounts only provide access to the 2-day free shipping benefit, not additional benefits

like Prime Instant Video and Prime Music. If you get your own Amazon Student account, you will have

access to all of these benefits.

http://www.amazon.com/joinstudent


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10) Q: I always qualify for free Super Saver Shipping when purchasing from Amazon. How would joining

Amazon Student as a paid member benefit me?

A: You can order any amount of product and still receive free 2-day shipping (as long as the item(s) is

Prime eligible). Additionally, you get all the other great benefits of Amazon Prime like unlimited instant

streaming of movies, TV shows, and music, access to free Kindle books to borrow, access to deals and

promotions for students, and the ability to earn credit for each referral you make.

11) Q: I already have a streaming service for videos on demand. Why should I join Amazon Student?

A: Amazon’s unlimited instant streaming includes movies and TV shows that are not available through

other streaming services, including Amazon original content. Not only that, but with your Amazon

Student membership, you get all the other great benefits of Amazon like free 2-day shipping on tons of

stuff, unlimited streaming of more than 1 million songs and hundreds of playlists, access to free Kindle

books to borrow, access to great deals and promotions for students, and the ability to earn a referral

credit for each new Amazon Student referral you make.

12) Q: How does the referral program work when you’re an Amazon Student member?

A: Visit https://www.amazon.com/gp/student/referral/ to get your personalized link to share with

friends and fellow students. For every Amazon Student who signs up from your referral, you’ll receive

an Amazon credit! There are special links and easy ways to invite your friends and fellow students

through Facebook posts, tweets, and emails. You can also keep track of your current referrals and total

credit here too!

13) Q: Do I need to supply my credit card number up front when signing up for the free 6-month trial?

A: Even though you won’t initially be charged for your free 6-month trial, you will need a valid .edu

email address and a credit card to sign up for Amazon Student. After your 6-month trial ends, your

account will automatically transfer to a paid Amazon Student account and you will be charged $49/year

unless you disable the auto-renew (which you can do under your Account Settings).

14) Q: My current Amazon account is under a Gmail account, not my .edu account. Can I still sign up for

Amazon Student?

A: You can! If your .edu e-mail address isn't listed on your Amazon.com account, that's OK. The only e-

mail we'll send to your .edu e-mail address is the verification e-mail. If you don't receive the verification

e-mail, go to this page and follow the steps to re-send the confirmation e-mail. To prevent

Amazon.com's e-mail from going to your spam or junk folder, add [email protected] to

your contacts or safe list.

15) Q: My Amazon Student account was auto-renewed but at the regular Prime rate of $99. What do I

do?

A: This means you have been “graduated” out of the Amazon Student program because either our

records indicate you have graduated or have been enrolled in Amazon Student for 4 years. If you've

been renewed at the $99 rate but submit documentation within 60 days to show you are still eligible

for Amazon Student, you can contact customer service and we'll refund the $99 you were charged on

your Prime renewal date. At the same time we'll charge you for $49 discounted Prime and re-enroll you

in Amazon Student on the date your proof of enrollment was verified. If your verification

documentation doesn't meet Amazon’s criteria, or if you choose not to verify your student status, you'll

automatically be upgraded to the Amazon Prime membership at the regular $99 rate and your Amazon

Student membership will be canceled.

https://www.amazon.com/gp/student/referral/

https://www.amazon.com/gp/student/signup/verify?ie=UTF8&*Version*=1&*entries*=0&


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16) Q: How long do I get Amazon Student benefits?

A: You're eligible for Amazon Student benefits for a maximum of 4 years or until you graduate,

whichever comes first.

17) I don’t have a .edu email address but I’m a college student OR I tried to sign-up for Amazon Student

but I couldn’t verify my account with my .edu email. What do I do now? Can I still qualify for Amazon

Student?

A: If you're able to provide proof of enrollment in at least one course at a college or university located

in one of the 50 states or the District of Columbia, you may be eligible to enroll in Amazon Student

through an alternative process. To provide proof of enrollment, please send an e-mail to amazon-

[email protected] from the e-mail address associated with your Amazon.com account.

In the message, include a scan, photo or screenshot of one of the following:

• Your student ID displaying the current term or an expiration date; just a student ID number is not

valid

• Your transcript or class list for the current term with your name and your school’s name on it

• Your tuition bill for the current term with your name and your school’s name on it

• An official acceptance letter for the upcoming term (must include matriculation date)

If we determine you're eligible, we'll send you a follow-up email within 3-5 business days that contains

a link which allows you to complete the signup process without an .edu email address. However, you

must sign up for Amazon Student within 14 days of receiving this follow-up email, or else you will need

to contact Customer Service again to register. By completing this signup process, you agree to our

Terms and Conditions.

18) Q: How is the paid Prime portion of Amazon Student different than Amazon Prime?

A: The only differences between Amazon Student and Amazon Prime are the free 6-month trial of FREE

2-day shipping, and the price! Amazon Student members receive Amazon Prime benefits for only

$49/year compared to $99/year!

19) Q: I have an order-specific question about a recent purchase, what should I do? I have a customer

service issue with a product or Amazon device, where should I go?

A: I’m probably not the best person to answer your question. Visit the customer service page on

Amazon to talk to one of our helpful CS reps – they’ll get you what you need and pointed in the right

direction: www.amazon.com/help.

DID YOU KNOW!?!

1) Averaged out over 12 months, Amazon Student is only about $4 per month. You get all the shipping and

video on-demand benefits at this low cost! That’s a lot less than many major online video-streaming

services, and less than a tall Frappuccino each month.

2) It’s easy to re-join Amazon Student if your 6-month trial has lapsed or if you cancelled your paid

membership already. Just log back into your Amazon.com account and go to

www.amazon.com/joinstudent to sign up again. Based on your username it’ll be a breeze to sign-up

again. It’s THAT easy!

mailto:[email protected]


http://www.amazon.com/help

http://www.amazon.com/joinstudent


32

3) You can still share your parent or family members’ Amazon Prime account AND get your own Amazon

Student account. When you graduate or when after four years, you’ll still be sharing the Amazon Prime

account with your parent or family member. It pays to still get your own Amazon Student account as

you cannot share video streaming with a shared Prime account. Only 2-day shipping benefits can be

shared on one Amazon Prime account.

ADDITIONAL QUESTIONS TO ENGAGE/PROMPT CUSTOMERS

1) How often do you purchase products from Amazon?

2) Do you pay for shipping from Amazon.com?

3) Have you thought about adding up shipping costs on all your annual purchases? You could save a lot of

money with free 2-day shipping with Amazon Student. It’s only $49/year! Do the math; you could pay

for all those shipping fees in no time!

MORE INFORMATION

Visit the following website to learn more about Amazon Student and how to address specific customer

inquiries about the program:

http://www.amazon.com/gp/help/customer/display.html/ref=sr_1_1_acs_h_1?ie=UTF8&nodeId=2011336

70&qid=1387500048&sr=8-1-acs

http://www.amazon.com/gp/help/customer/display.html/ref=sr_1_1_acs_h_1?ie=UTF8&nodeId=201133670&qid=1387500048&sr=8-1-acs

http://www.amazon.com/gp/help/customer/display.html/ref=sr_1_1_acs_h_1?ie=UTF8&nodeId=201133670&qid=1387500048&sr=8-1-acs


33

BRAND AMBASSADOR EVENT CHECKLIST


34

BRAND AMBASSADOR EVENT CHECKLIST

EVENT NAME: _________________________________________________________

EVENT DATE, TIME & LOCATION: __________________________________________

2-3 WEEKS PRIOR TO EVENT

Relevant forms/applications filled out and

submitted with relevant organizations (per

solicitation policies and permissions matrix)?

If your event is on campus: have you received

written approval from your campus?

Are there fees associated with your event? If so,

how will you be paying? Have you paid and

uploaded your receipt to Brandscopic for

reimbursement?

Event entered in Brandscopic?

Swag ordered? Ordered in enough time to get

there for your event (ships from Seattle)? Do you

have enough for your event? How much will you

need? Do you have any leftovers from previous

events that you can use?

Coordinated all event elements and logistics with

organization, business or hosting party (if working

with another entity)?

Are you purchasing any extras for the event (with

discretionary funds)? Do you know when/who will

be purchasing them?

Staffing: are both BAs available to staff the event?

Who will be there when?

Weather contingency plan in place?

Think through what setup will look like – space

requirements, acquiring signups, etc. All logistics

related to event planned and ready to execute?

Are you promoting other Amazon products or

vendor items? If so, are they ordered, messaging

prepared, and all logistics put in place to

distribute and promote at event?

Any questions or resources you need from your

CMM addressed? No surprises!

A FEW DAYS PRIOR TO EVENT

All necessary written approvals received?

Received all of the promotional items you

ordered?

Promotional items sorted and ready for transport

to event?

Pre-promoted event via Twitter, Facebook,

Instagram, and email?

Have a plan for when/where you will meet your

partner?

Marketing setup available, clean, and ready.

Which BA is responsible for bringing the following

to the event and for setup?

o Table throw

o Balloons – need to get filled with helium

o Plinko (and prize cards) or White Board

o Table-top retractable banner

o Cart

o Promotional items

o School-specific flyers

D


35

1-2 DAYS FOLLOWING EVENT

Submit event report, photos, and receipts via

Brandscopic.

Follow up with CMM if any pushback was

received.

Send follow-up emails about Amazon Student to

interested students who indicated they’d like

more information (if emails were collected at

event).

Send thank-you note to student organization or

business where event was hosted and provide

brief overview of Amazon Student, if applicable.

If event was with a student organization, send a

follow-up email with an invite to join Amazon

Student through your Amazon Student Referral

Page.


36

EXTRAS:

COMMUNICATION, COMPENSATION, DISCRETIONARY SPENDING,

AMAZON STUDENT REFERRAL PROGRAM


37

EXTRAS

COMMUNICATION PLATFORMS & DOCUMENTS

Shared brand ambassador portal: This portal will house all brand ambassador documents, training recordings, and monthly marketing newsletters. Portal URL: www.amazon.com/brandambassador.

Facebook group: Past BA classes have set up a Facebook group for all BAs to share ideas, communicate, and ask questions. We recommend someone in each class take the initiative to set up a group for their year.

Campus-specific communication: Email will be the primary means of communication between you, your partner and your CMM.

COMPENSATION

BAs will receive a stipend of $285/month, deposited into the bank account you identified when you set up Payee Central, by the 5th of each month. BAs WILL NOT receive a stipend in the months of December or May and will not be required to work during these months.

Bonus payments will be deposited into qualifying brand ambassador’s accounts by the 10th of the month following the eligible bonus month.

If any banking information changes during the program (different than what was submitted through Payee Central) please contact your CMM immediately.

BA BONUS

BAs will be eligible for two types of bonuses:

Social-media bonus

Brand ambassador spotlight bonus

SOCIAL-MEDIA BONUS

Social-media bonuses will be rewarded to teams who strategically add followers and publish creative content. Details will be shared at the Summit and throughout the year. Creativity in promoting your Twitter handle and encouraging engagement will be imperative in order to earn these bonuses. When you are promoting via your Twitter handle, be sure to keep these elements in mind in order to work toward the bonus.

BRAND AMBASSADOR SPOTLIGHT BONUS

Each month, the Amazon Student team will vote on an event for the Brand Ambassador Spotlight.

The Amazon Student team will use event-report information and photos that BAs have submitted

through Brandscopic, so the more thorough and complete your reports, the better chance of being

chosen for the Spotlight. Late event reports (submitted more than 7 days after the event date) will not

be considered for the Spotlight bonus.

Events will be evaluated based on:

o Creativity

o How Amazon Student information is disseminated

o Customer engagement

http://www.amazon.com/brandambassador


38

The timeframe of consideration for the Spotlight bonus is the 20th of the first month to the 20th of the

following month. All events must be submitted by the 20th in order to be considered.

Each month, the chosen team will receive a $100/person bonus. In addition, up to three runner-up

teams each month will be rewarded with a $50/person bonus.

DISCRETIONARY SPENDING

Each BA team will have $200 per semester to spend on discretionary items (like decorations for your event) and sponsorships (paying to take part in an on-campus event).

These funds will all be paid by reimbursement, meaning BAs will make the payment first and submit a receipt for reimbursement.

All receipts will need to be submitted to Brandscopic within 7 days of the event date in order to receive reimbursement.

Examples of use for these funds : o Filling Amazon Student balloons with helium prior to events o Candy, pre-packed food, drinks (non-alcoholic), snacks for events o Donation to club/organization for Amazon Student event participation o Entry fee or application fees for event participation

If you run out of funds before the end of the semester or if there’s an event entry fee in excess of funds available, contact your CMM via email with your request – be sure to explain what you need the funds for, approximate amount, and date needed by.

WORKING WITH MEDIA

If you are approached by media, staff should say “I’m not the right person to speak with, but you can go to amazon.com/pr to contact the team.”

A similar response can be used if someone (media, student, customer, or otherwise) has questions about Amazon outside of the topics/tasks about which brand ambassadors have been trained. Staff can refer these customers to amazon.com/help to get more information.


39

AMAZON STUDENT REFERRAL PROGRAM

It’s highly encouraged that brand ambassadors participate in the Amazon Student referral program.

Please note referral offers are subject to change so make sure you are aware of the current referral

offering. Some restrictions apply. Visit www.amazon.com/student for details and restrictions.

To participate in the program, use your personalized Amazon Student link and share with interested

students! Referral links can be sent via Facebook, Twitter, and via email. We recommend sending this

link to organizations you’re in email correspondence with and to students who request follow-up and

more information via email post-events.

To find your referral link on Amazon.com:

Go to the following URL: https://www.amazon.com/gp/student/referral/main

OR

Go to Amazon.com and type in ‘Amazon Student referral’ in the search field:

Click on the ‘Learn more’ hyperlink under ‘Refer Your Friends to Amazon Student’:

https://www.amazon.com/gp/student/referral/main


40

This is your personal referral page where you can find your link, and invite via Facebook and email directly

from Amazon:


41

AMAZON CMM CONTACT INFORMATION

Marisa Hoge | Campus Marketing Manager

Phone: (206) 601-5731

Email: [email protected]

Sarah Jeglum | Campus Marketing Manager

Phone: (503) 781-8947


Mike Zamudio | Campus Marketing Manager

Phone: (408) 476-8755


Blake Michaels | Manager, Campus Marketing

Phone: (206) 266-8233







42

AMAZON STUDENT BRAND AMBASSADOR STANDARD OPERATING PROCEDURES (SOP)

Policy: This document defines the responsibilities and requirements of brand ambassadors (BAs)

promoting Amazon Student on college campuses. Contractual obligations and requirements

of the position, and resulting action should responsibilities not be met are identified and

defined in this document.

Purpose: To provide newly on-boarded brand ambassadors their scope of work, reasonable

expectations of the position, and potential outcomes if expectations are not met.

Scope: All brand ambassadors who will be promoting Amazon Student on college campuses are

subject to this policy. Campus Marketing Managers will evaluate brand ambassadors

against this policy regularly throughout the program, providing guidance and individual

performance plans, in writing, to brand ambassadors who are not meeting the expectations

of the position.

The expectations and responsibilities set forth in this document serve to encompass

standard operating procedures carried out by brand ambassadors. We will not be obligated

to pay brand ambassadors if they do not follow our provided grading guidelines or

otherwise violate this agreement.

BRAND AMBASSADOR PROGRAM PROMOTION AGREEMENT

The following responsibilities are stated and agreed upon by brand ambassadors in their promotion agreement: 1. RESPONSIBILITIES. You will: (a) assist with on-the-ground support to locations for events held at the School (each, a “Campus Event”); (b) participate and follow instructions in training sessions; (c) develop campus-specific marketing proposals for us and follow-through with activities that we approve; (d) promote the Program and the Campus Events by (i) distributing marketing materials we provide off campus and, if permitted by campus policies, on campus; (ii) encouraging student participation through word-of-mouth and digital media (including social media) so long as permitted by School policies; and (iii) performing other promotional activities as we may request; (e) assist in the setup and teardown of event structural supplies and other materials (“Equipment”) and management of staffing of Campus Events; (f) be present at Campus Events at times we designate to assist in the operation of such Campus Events as we direct; and (g) provide any other services that we may request in connection with the Program and the Campus Events.


43

BRAND AMBASSADOR PROGRAM RESPONSIBILITIES

Brand ambassadors who will be promoting Amazon Student on and off their college campus, are held to the

following set of program responsibilities. These responsibilities are clearly communicated and further

detailed in the Amazon Student Brand Ambassador training manual:

Operations

BAs will:

Join Amazon Student as paying member, for the purposes of understanding the Amazon Student

experience. Amazon will reimburse the expenses of paid membership. BAs will make an effort to use

and understand Amazon Student benefits throughout the school year.

Join all necessary online platforms identified by CMMs as integral to the job, which include but are not

limited to: Brandscopic and Kotis.

Respond to CMM communication within 48 hours and meet all other communicated deadlines.

Attend campus team calls and meetings with CMM, on a cadence set and established with CMM and

the campus BA team. BAs will have one unexcused absence for the year and must communicate all

other absences to their CMM with at least 24 hours’ notice.

Complete all “continuing education” training by communicated deadlines.

Promotional work

Adhere to campus solicitation policies for all activities conducted in representation of Amazon Student

and obtain all necessary campus-specific approvals to conduct activities on campus (per the provided

permissions matrix).

File event plans in Brandscopic by the beginning of each month for the two events planned for that

month.

Carry-out ongoing outreach to campus clubs and/or organizations.

Plan and execute two events per month for the months of August/September, October and November

2015. Plan and execute two events per month for the months of January, February, March and April

2016.

Plan and execute at least one event during the first two weeks of school in the fall, ideally during the

school’s “welcome week” activities.

Meet or exceed target reach of an average of 150 people per event throughout the year.

File all reports in Brandscopic no more than 7 days following your event.

Social media

Maintain and monitor a school-specific Twitter and Instagram account with partner BA.

Post a minimum of 10 times per month on Twitter and Instagram regarding Amazon Student content,

event information, event follow-up, or school-related content.

Maintain a respectful, appropriate presence on social media while representative of Amazon.


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POTENTIAL OUTCOMES IF RESPONSIBLITIES ARE NOT MET

Amazon will not be obligated to pay brand ambassadors if they do not meet the above expectations or

otherwise violate this agreement.

Brand ambassadors will receive written notification from their CCM if the above guidelines are not

being met or if this agreement is otherwise violated. Brand ambassadors will receive at minimum one

warning from a CCM about violations of this agreement prior to any action being taken.

If brand ambassadors have received at minimum one warning from a CCM about violations of the

above agreement and are still not meeting these expectations, they are at risk of end of contract per

their Brand Ambassador Promotion Agreement.

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SIGNATURE

I have read and understand the above and agree to meet all the above expectations and carry out the

above responsibilities as a brand ambassador for Amazon and understand the potential outcomes if I do

not meet these responsibilities.

Brand ambassador signature:___________________________

Date:______________________________________________

Brand Ambassador Handbook |...

Documents

Transcript of Brand Ambassador Handbook |...