2. where we are:
Ambassadors from all around the world are writing, creating, developing, and marketing for
Mozilla and Firefox.Theyâre 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 theyâre doing is beyond what an âambassadorâ entails.The future
of the program, while focused on driving downloads and awareness, will reďŹect a care in the
personal development of these contributors.
3. Three Year Vision
By 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.
âthe best opportunity to diving into the
open source community - all the while
gaining marketing, tech, and leadership
experienceâ
âthe kind of student ambassador
program the tech world actually
needsâ
âMozilla 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 worldâ
âWho knew promoting Firefox could mean
so much more than swag and social
posts?â
4. program goal
Establish ďŹrefox 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.
5. 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.
6. engage
EQUIP
Empower
For
 many
 students,
 the
 FSA
 Program
 is
 the
 ďŹrst
 touch
Â
point
 in
 gaining
 exposure
 to
 Mozilla
 and
 ge<ng
 a
Â
deeper
 understanding
 of
 who
 we
 are
 and
 what
 we
Â
do.
 We
 want
 to
 opAmize
 on
 this
 ďŹrst
 meeAng.
The
 FSA
 Program
 will
 provide
 students
 with
 markeAng
Â
and
 leadership
 training,
 regional
 and
 global
Â
mentorship,
 fun
 and
 impacFul
 acAviAes.
 Weâll
 equip
Â
our
 Ambassadors
 to
 be
 educated
 Firefox
 Marketers
Â
on
 college
 campuses
 and
 in
 their
 local
 community.
Â
Weâre
 diďŹerent
 from
 other
 Ambassador
 programs
Â
because
 weâre
 nonexclusive,
 open,
 and
 with
 a
 mission
Â
big
 enough
 to
 change
 the
 world.
 Students
 will
 be
Â
introduced
 to
 a
 variety
 of
 contribuAon
 pathways
 they
Â
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
7. tl;dr
gets to know mozilla & firefox,
finds out weâre awesome.
trained to be
rockstar marketers.
inspired to do more.
9. 200 FxOS Apps Developed
65,000 Likes
10,000 Followers 300 Tracked Events, 25K Attendees
to reach in 2015:
60,000 Sign Ups
from 26,000
6,000 Ambassadors to WOM
200,000 Trackable Downloads800 Active Firefox Clubs
10. ⢠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:
11. ⢠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 ďŹrst 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:
12. 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.
⢠OfďŹce 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.
13. ⢠Partnerships: Begin establishing partnerships with other departments &
community groups within Mozilla.
⢠Transparency: Let people know what weâre up to! Becoming more
transparent on FSA activities and community through quarterly FSA updates
to team and org.
⢠Improved Tracking: Better measurement of FSAâs 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: