How one quick serve uses college-student ambassadors to get the word out.
Big Juan’s two locations are within a five-mile radius of the university, and owner Tom Jenkins has used the school to his advantage by tapping into the student population and hiring student brand ambassadors, with the help of Serendipit Consulting in Phoenix.
The student ambassadors are distributed across campus and the community to hand out coupons, offer free samples, and conduct other brand outreach in the surrounding neighborhoods and at local businesses.
Serendipit Consulting used the university and Craigslist to hire six student ambassadors, most of whom are marketing and business majors at the University of Arizona.
“We asked for resumes and their GPAs, and also, for today’s day and age, we ask for their Facebook profiles,” says Serendipit vice president of marketing Alexis Krisay. “We want to make sure that any ambassador we’re hiring is not only on social media, but also that they represent themselves in a way that the brand is comfortable with, because social media is a huge part of this ambassador program.”
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