Naturally, Barbour sets BC as stomping ground for ambassador program

Earlier this week, Women in Business and BC’s  Barbour Brand Ambassadors hosted an event featuring the Barbour’s Head of U.S. Marketing, Elissa Millican.

Elissa’s career talk sparked the interest of over 100 students—a WIB record—who packed into Gasson 305 while enjoying Georgetown Cupcakes’ custom designed Barbour cupcakes.

Two lucky students also were surprised to find gift cards with generous discounts taped under their seats.

After the event, The Tab asked Elissa a couple of questions to recap her inspiring presentation.

Why did Barbour choose to reach out to BC to host its first Barbour Ambassador program?

We knew we wanted to start this program in Boston, as Boston has a history and culture of tradition that sits nicely with Barbour. We explored all universities in Boston, but ultimately landed on BC for its culture, campus life, and its ideal setting for a Barbour Ambassador.

 Why did Barbour develop this ambassador program? How does Barbour serve college students? 

We developed this Ambassador program through conversations about reaching out to this younger consumer and connecting with them. We are so excited to have a new group of Barbour fans in the marketplace and the goal was to find a way to engage and interact with them.

Tell us about how you develop a marketing strategy for students versus other audiences. 

Unlike many of our other planned initiatives, we are not operating under a specific marketing strategy to speak with students. We landed on an “Ambassador Program” because we had the instinct that students would want to engage best with other students. We are more just creating the opportunity and platform for students to engage with other students that are affiliated with the Brand. A lot of our brainstorms involve asking the Ambassadors to come up with marketing ideas that are relevant to them. Our gage on what works for students as a whole is primarily through their eyes.

Barbour Brand Ambassador Team: Junior Emily Wilson, Molly Odre (Cone Communications), Junior Gabriella Candelieri, and Elissa Millican

How does marketing to students differ from a more general retail demographic? 

We find that students want to discover brands for themselves. Students want to make their own opinion regarding what they wear, what they think is fashionable, and ultimately, what the outfit they have chosen says about them.

We want to provide information regarding what our Barbour Brand stands for, the importance of heritage and quality in our garments, and our longstanding history so that the student can make the best informed decision when it comes to selecting a winter coat, for instance.

What is your advice for students who are interested in pursuing a career in marketing?

Experience is everything! It is never too soon to get your feet wet. Many great marketing ideas can quickly change once they are put in motion. Experience under your belt will eventually make your great ideas and predictions more concrete.

Did you ever intern anywhere?

I actually did not intern anywhere! I fell into marketing after college so I consider my early years of marketing like my internship – a high stakes internship!

Juniors Gabriella Candelieri, Emily Wilson, Alexis Teixeira (President of WIB)

What’s your favorite Barbour piece?

I have a camo jacket from an Alice Temperly collaboration we did a few seasons back. It is a little oversized and I wear it with everything – even if my pattern clash is over the top!

Barbour fashion-goers, Juniors Leah Frome and Lindsey Reder

What is one piece of advice you would tell your 20 year-old-self?

Stick with your ideas, creativity, and imagination! It will lead you somewhere you never thought!

Gift card winner, Sophomore Erica Inhee Oh