Morning Brew ambassador program and the way to the 100k subs
To maximise their reach and optimize Morning Brew newsletter strategy, they then decided to introduce the ambassador programme. They would ask people to do what they did themselves at some lectures, send Lieberman and Rief a photo of the piece of paper with e-mail addresses on it, and then track their progress.
Thanks to hundreds of their ambassadors, they were known not only in Michigan, but also across the country. The Brew-bassadors (cause this is how they called them) were tasked with simple procedure: go to lectures, pitch the idea, collect e-mail addresses from the students, and then send the picture of that piece of paper to Lieberman and Rief. Sounds simple? Yeah, but how effective it was, too!
However, they didn’t get the best they could from that strategy. They chose only 12 students who looked as the most reliable among the rest. Nevertheless, they were still not reliable enough! Only 6 out of 12 Brew-bassadors stayed with the authors of the project. The rest was too busy with other student life’s activities and duties. 6 students still did the job, though (one of them got as many as 1,000 students in just two weeks).
That’s why they introduced special incentive programmes for their ambassadors. Once an ambassador broke the count of 50 subscribers, they were moved to a more exclusive programme, where they got tips & tricks as well as some materials to support their pitching. What’s important, those students did that for the very sense of self-development and expanding their resumes – not for money!