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program strategy
where we are:
Ambassadors from all around the world are writing, creating, developing, and marketing for Mozilla and Firefox. They’re throwing events at their university and teaching students about
our mission, products, contribution pathways, and more. Ambassadors join together to build a Firefox Club on campus or in their community. Firefox Clubs are recognized by universities
as philanthropic and educational events organizations.
Ambassadors are becoming active to core contributors, empowered to volunteer for Firefox because they believe what they’re doing is beyond what an “ambassador” entails. The future of the program, while focused on driving downloads and awareness, will reflect a care in the
personal development of these contributors.
Three Year VisionBy 2017, Firefox Student Ambassadors will be the premier tech
marketing program for college students to acquire industry skills and leadership opportunities through Firefox initiatives and its
open source community.
“the best opportunity to diving into the open source community - all the while
gaining marketing, tech, and leadership experience”
“the kind of student ambassador program the tech world actually
needs”
“Mozilla has provided a FUN and OPEN way for any aspiring young adults to access
opportunities on the Web. They are teaching students that they have the power to build the internet and these students are
teaching the world”
“Who knew promoting Firefox could mean so much more than swag and social
posts?”
program goalEstablish firefox student ambassadors as a volunteer program
focused on marketing products and initiatives in a way that will supply participants with leadership development opportunities
and ample ways to contribute on the Web.
our approach
ENGAGE students with opportunities to gain marketing experience, develop leadership qualities, and learn industry skills.
EQUIP students with the knowledge, network, and resources needed to become educated Firefox marketers.
EMPOWER students to go above and beyond as active contributors.
engage
EQUIP
Empower
For many students, the FSA Program is the first touch point in gaining exposure to Mozilla and ge<ng a deeper understanding of who we are and what we do. We want to opAmize on this first meeAng.
The FSA Program will provide students with markeAng and leadership training, regional and global mentorship, fun and impacFul acAviAes. We’ll equip our Ambassadors to be educated Firefox Marketers on college campuses and in their local community.
We’re different from other Ambassador programs because we’re nonexclusive, open, and with a mission big enough to change the world. Students will be introduced to a variety of contribuAon pathways they may enter beyond the program.
why?
• Bring understanding to the scope of Mozilla mission and activities
• Build a base of engaged online and on-the-ground contributors
• Improve the impact of regional efforts • Encourage the adoption of connected
community marketing practices • Provide tremendous value back to
student volunteers
• Biggest grassroots marketing effort • The gateway for young contributors to
deepen their commitment to other Mozilla programs and initiatives
tl;dr
gets to know mozilla & firefox, finds out we’re awesome.
trained to be rockstar marketers.
inspired to do more.
2015 Program Plan
200 FxOS Apps Developed
65,000 Likes
10,000 Followers 300 Tracked Events, 25K Attendees
to reach in 2015:
60,000 Sign Upsfrom 26,000
6,000 Ambassadors to WOM
200,000 Trackable Downloads800 Active Firefox Clubs
• increase community-generated marketing to drive awareness & downloads for firefox
• grow education and training efforts of student ambassadors
• build support in the community and around the world
to do in 2015:
• 3-Tiered Recognition System: Newbie, Junior, and Senior. Ambassadors complete a set of requirements to achieve each tier.
• Q2 Contest: Host a contest encouraging students to create content (webpages, videos, blogposts, graphics) around topic to align with Spring campaign.
• WOM Platform Integration: Ambassadors are one of the first to be invited to join.
• Campaign Alignment: FSA activities/promotions are to align with product launches and other marketing campaigns (Hello, Privacy, Net Neutrality, Spring).
• Optimize Social Channels: Implementation of social content calendar and buying/boosting practices.
• Continuous Acquisition of New Participants: Evergreen marketing of FSA Program to acquire signups through social posts, newsletters (Mozilla Community, Firefox & You), brown bag, and more.
1. increasing community-generated marketing through:
2. grow education & training efforts through:
• Club Lead Training: In-depth training modules attended by student leaders on how to set up a Firefox Club at their university.
• Office Hours: Monthly online meetups between Ambassadors, E-Board members, and Mozilla employees. Sessions recorded and uploaded onto YouTube as ongoing resources.
• Regional Bootcamps: Pilot regional training bootcamps to provide further in-person training to FSA leaders in different regions so they may better carry out Ambassador duties. Starting with India and Philippines.
• Tool Kits: Student-generated guides on hosting events, contributing online, and more.
• Learning Sessions: Online classes on technical/marketing skills taught by Mozilla employees and dedicated contributors.
• Improved Tools: Better tools for budget requests, communication, and tracking events.
• Partnerships: Begin establishing partnerships with other departments & community groups within Mozilla.
• Transparency: Let people know what we’re up to! Becoming more transparent on FSA activities and community through quarterly FSA updates to team and org.
• Improved Tracking: Better measurement of FSA’s impact on campaigns and org goals. (i.e. GA tracking or plugging into WOM platform)
• Community Expansion Practices: Develop guides/wiki hub on best practices for volunteers to use to better build out their regional Ambassador communities. More regional support.
3. build support through:
