Background: 

In today’s digital savvy world, the average person globally spends about 145 minutes per day on social media. While the different types of content that is consumed will vary around the world, research shows that the brevity and authenticity of short-form videos (typically less than a minute in length) are key to capturing the attention of consumers. Highlight sharable, bite-sized videos are 2.5 times more engaging than longer videos, and 34% of consumers appreciate the more genuine nature of social media content. Influencer marketing and brand ambassador programs are on the rise since they empower real people to share their own experiences about products/services in more personalized and authentic ways.

 

Working as a PHL Brand Ambassador means that you will serve as a role model for the brand. By representing us, you will act as a marketing tool and salesperson when selling and promoting key products and services on social media. In this role, you may be asked to wear or use merchandise and actively post social content, to ultimately create solid engagements that will drive store traffic. When agreeing to take a position as a PHL Brand Ambassador, this representative will not only be buying into the image and reputation of the company, but they are agreeing to advance the mission of the overall value proposition: 

 

Pro Hockey Life Value Proposition: 

• Hockey Experts (Our Knowledge)
  • At Pro Hockey Life, our knowledge of the game, the gear, and everything in between, is truly unparalleled in the Canadian retail landscape. From our sales team to our social team, we know hockey in and out.
• Obsession with the Game (Our Passion)
  • We don’t just know this game. We love this game, and we live out our passion for hockey every day as fans, players, coaches, and everything in between. From pro teams to community clubs, we are proponents and advocates for the game.
• Ultimate Home Ice Advantage (Store Experience & Selection)
  • It’s not simply a store; It’s our mecca to the game, and a reimagining of what the hockey shopping experience can be. With interactive demo areas, expert staff, and the best selection of gear in the country bar none, stepping into a Pro Hockey Life store should offer a hint of the same thrill as stepping onto the ice.

 

Purpose of the Program: 

The purpose of the store ambassador program is to humanize our brand through social media channels (Instagram & Tik Tok). Our stores are hubs for customers to connect with our experts on all their hockey essentials and our brand ambassadors will be able to tell this story. Ambassadors will be there to inspire and engage with local communities and customers through their passion for the game.  

 

Incentives  

We are now implementing an incentive structure for our brand ambassadors. All ambassadors who submit/post PHL branded content to their social channels will be entered into a monthly draw for the chance to win a $100 PHL gift card. 1 post/submission = 1 entry for the draw.

 

Additionally, if an ambassador’s content is featured on the official PHL social channels (Facebook, Instagram, TikTok), they will be rewarded with a $50 PHL gift card. 1 repost = 1 $50 gift card. Reposting content is up to the discretion of the Marketing Team.

 

Timelines/Expectations: 

This year, we are implementing an “always on” program, and we welcome ambassador sign ups all year-round. The deadline to sign up for Phase 2 (April, May, June content) is Sunday April 7^th at 11:59pm. To create more flexibility, will be two other “phases” throughout the year that will be opportunities for existing participants to continue submitting content and new brand ambassadors to sign-up if interested.  

 

Ambassadors must submit at least one piece of content to the Marketing team latest by Monday April 15^th. Please text videos (without Tik Tok watermarks/logos) to Rachel Bilenduke (905-550-7009). The Marketing team will conduct a review to ensure all guidelines are met. In the instance that a revision is required we will reach out to the ambassador directly. Videos must be 30 seconds - 1 min long (max) highlighting key products, services and features exclusive to PHL. Timelines for Phase 2 content submission are below:  

  

• Brand Ambassador Kickoff: Monday April 8^th
• Phase 1 Content Due to Marketing (Video 1): Monday April 15^th
• Posting on Own Social Channels: After April 19^th