EABU Flight School
Student Brand Manager Training
Role: EABU Project Manager
the story.
Red Bull employed 92 SBMs (Student Brand Managers) at 90 colleges & universities spread throughout the EABU (Eastern Business Unit) in 2016. This was one of the few times since the collegiate marketing program kicked off at Red Bull that the decision was made to bring together the entire business unit for our semi-annual brand & product training. The goal was provide our SBMs with the knowledge & tools they would need to be successful during the next semester, while also provide an inspiring & memorable Red Bull brand experience.
With an emphasis on key consumption occasions & insights gained from Campus Research, a 4-day event was put together for our SBMs & market managers. During this event, our SBMs would collaborate, learn from each other & build custom campus activation plans, focusing on those consumption occasions deemed most critical on each individual campus. We explored the different methods of activation including Seeding, Hacks, On-Campus Events and how they play into select consumption occasions, including Study, At Work, Gaming, Sports & others. Through this training, our campus & field teams were able to approach their roles differently, thinking, planning & executing more strategically than ever before.
summary.
Led research, planning & execution of EABU Flight School, including customization of training materials, budget management, local travel, entertainment & operations.
Successfully executed the EABU Flight School in Baltimore, MD for over 130 total attendees, including VPs, GMs & National Brand Team, providing an educational & on-brand event for all.
Key Notes:
Educational meetings held at the American Visionary Art Museum, focusing on the 10/20/70 rule (10% will be learned before, 20% will be learned on site & 70% will be learned after through 1:1 sit downs & proper coaching) & KISS (Keep it Simple Stupid)
Dinner & harbor tour on the Spirit of Baltimore
Daily morning yoga sessions
On-Premise activation at 7 separate accounts leading to strengthened relationship & increase in sales volume
Red Bull Quicksticks activity on Under Armor turf field
