How the NIL Partnership with Aroma Joe's and Pliable Marketing Works

How does the Aroma Joe’s community ambassador NIL program work? This episode with host Greg Glynn, founder & CEO of Pliable features special guest Crystal Brown, community marketing manager for Aroma Joe’s Development Office. Greg and Crystal shared how the Community Ambassador Program at Aroma Joe's was created and how the program evolved from its inception in 2022 with Alyssa Bourque to become a unique NIL (Name, Image, Likeness) partnership for athletes across the country that focuses on community engagement rather than only brand and product promotion. 

Crystal explained how the program helps build leadership skills and community connections for college athletes while aligning with Aroma Joe's mission of positively impacting people through local coffee shops. They discussed the importance of maintaining positive social media content when representing brands and the potential for expanding the program to high school athletes. The conversation also touched on future opportunities, including potential partnerships with organizations like Winter Kids, Make-A-Wish and the Travis Mills Foundation and more!

Greg and Crystal discussed the history of their collaboration, noting that they first started talking about a community ambassador program on April 27th, 2022, with Alyssa Bourque being signed as the first community ambassador on May 5th, 2023. Greg highlighted the uniqueness of their program and the strong affinity for the brand among younger demographics.

NIL Program Community Building Strategy

Greg and Crystal discussed their NIL (Name, Image, and Likeness) community ambassador program at Aroma Joe's, which focuses on community building and leadership development for college athletes. Crystal explained how the coffee brand's mission aligns with community impact, allowing athletes to promote causes they're passionate about while gaining valuable leadership skills. Greg noted that their approach of identifying athletes based on character rather than just athletic ability has been successful in building a strong community network around the program.

Aroma Joe's Community Engagement Program

The discussion focused on how Aroma Joe's community engagement program has evolved to provide meaningful opportunities for athletes to participate in local events. Crystal explained that while initially challenging to find appropriate roles for athletes, the program has developed into various activities including experiential van events and sports card shows where athletes can represent both the brand and themselves. Greg noted that this generation of athletes is seeking new ways to give back to their communities, and the program allows them to promote local events and support organizations like Make-A-Wish through targeted promotions.

Local Athlete Engagement Strategy

Greg and Crystal discussed the value of working with local athletes who have smaller but engaged followings compared to larger celebrity athletes. They emphasized the importance of community connection and personal impact, noting how local athletes can create meaningful relationships with their audience through events and direct interactions. Greg shared an example of an athlete being recognized by a fan at a community event, highlighting the positive impact of these connections.

Social Media Impact on Role Models

Greg and Crystal discussed the positive impact of community events and the importance of maintaining clean social media accounts for role models, particularly athletes. They emphasized how content shared on social media reflects an individual's identity and future career aspirations. Crystal highlighted the long-lasting nature of online content and the need for individuals to consider their digital footprint carefully.

Athlete Social Media Brand Partnerships

Greg discussed the importance of athletes maintaining positive social media content when representing brands, explaining that negative content or inappropriate gestures can lead brands to reject partnership opportunities. He emphasized that athletes should consider their online presence as a reflection of the brand they represent, particularly when engaging with younger audiences who look up to them. The conversation concluded with Greg asking Crystal about future developments in the NIL (Name, Image, and Likeness) space, particularly regarding opportunities for high school and college athletes.

NIL Opportunities for High School Athletes

Greg and Crystal discussed the potential for NIL (Name, Image, and Likeness) opportunities to impact high school athletes and their communities. They highlighted the importance of building leadership skills and personal connections with the community from a young age, with Crystal sharing her experience with a health promotion program in elementary schools. Greg mentioned Maddie Niles from Lawrence High School as a great example of a successful high school athlete who embraced NIL opportunities early and became a community ambassador, gaining valuable life skills and recognition, including being featured in the Wall Street Journal.

NIL Program Growth and Expansion

Greg and Crystal discussed the success of their NIL (Name, Image, and Likeness) program, highlighting the partnership with the University of Maine and the growth of Pliable athletes in the region. They emphasized the program's unique approach to NIL, focusing on community impact rather than just revenue sharing. The discussion included concerns about scaling the program while maintaining control and ensuring it aligns with their brand values across multiple states. Both Greg and Crystal expressed excitement about future opportunities to present the program at conferences, trade shows, and colleges, as well as their commitment to making a positive community impact.

Community Ambassador Program Expansion Plans

Greg and Crystal discussed the success of their community ambassador program, highlighting the application process, waiting list, and NIL education opportunities through Pliable U. Greg emphasized the importance of athletes educating themselves about name, image, and likeness opportunities and how it works prior to applying for the Aroma Joe's Community Ambassador Program. This is a requirement of becoming a Community Ambassador for Aroma Joe's.

Episode Resources

Find Crystal on Linkedin: https://www.linkedin.com/in/crystal-brown-240819123/

Crystal’s email: Crystal@aromajoesdev.com

Pliable’s website: PliableMarketing.com

Application form to be a Pliable athlete: https://pliablemarketing.com/nil-representation

Pliable U (online education for athletes about NIL): PliableU.com