In 2006, CoffeeCup Software created our Ambassador program to help our fans promote CoffeeCup by giving them tools and resources to spread the word about us. We selected over 6,000 of our users by evaluating certain purchasing patterns over the past 10 years and sent them a customized e-mail inviting them to become an Ambassador. Each ambassador that accepted our invitation was postal mailed an "Ambassador Kit" with items to help spread the word about CoffeeCup online and in the real world.

All of our members placed Ambassador Buttons on their websites that link to CoffeeCup. They also are given "CoffeeCup Team Member" t-shirts to wear and their own CoffeeCup Ambassador business cards to give to people they meet. They are also given all our trial software to put on CD's, and can download posters, flyers, information sheets, etc. to give to people.

Ambassadors have a special Website just for them called the "Ambassadors Lounge." The Lounge has downloadable items and forums that allow us to create specific topics or instruct them on "missions" to accomplish. Regular emails are also sent to our Ambassadors, giving them updates on what's going on at CoffeeCup and how they can help. In the Lounge they can also find email addresses and phone numbers of press contacts, so they can do the talking to the media about CoffeeCup services and software.

The secret to the success of our Ambassador program was to only invite users we identified as being long-time fans of our software and our company. Given the right materials, they could continue to spread the word about CoffeeCup and are empowered by helping us succeed. Our Ambassadors are 6,000 sales people that believe in our products and our culture and tell everyone about us. It doesn't get better.

Credit Information
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Client: CoffeeCup Software
Agency: CoffeeCup Software
Budget: $45,000.00
Date of Campaign: March 1, 2006
Case Study URL: http://www.coffeecup.com/lounge

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