Are they brand advocates? The great thing about brand ambassadors is that theyre real people. Skirt Sports are very active with brand ambassadors and even created a unique line of . Dirk Lubbers, the MD of the Heineken Experience owes much of the success of the program to their efforts in picking the right people for the team. Here are the latest highlights. Those who enroll in the program will document these experiences on social media andpost recaps and images after promotional events. puts the power in the hands of young consumers. There are multiple formats to decide between when creating a brand ambassador program. These check-ins are a great way of maintaining the relationship with advocates, as well as gaining insight into the progress of your program and any problems your ambassadors may be encountering. With your permission, we would like to set cookies to help us analyze traffic. But a second definition is a person who acts as a representative or promoter of an activity or organization. Ellsworth Cooperative Creamerysbrand ambassadorssample new cheese flavors manufactured by the company and share their experiences on social media. Product linesinclude Pepsi, Diet Pepsi, Pepsi Max 7 Up, Doritos, Cheetos, Quaker Foods and Starbucks ready-to-drink beverages. And yet, cycling was still very traditional, very conventional, conforming to some sort of rulebook: our founders believed that there had to be a better way. Your Ultimate Guide in Getting it Started. We use cookies on our site to ensure and enhance itsfunctionality. Ask yourself what your main objective is: is it to sell more products, up-sell current members, or generate more brand awareness? Every week, the program pays ambassadors commission for referred purchases via PayPal. Simply put, the answer to the question whats an ambassador program? is that its a social marketing strategy that utilizes your company message, values, and content in combination with ambassadors to get your brand noticed. Think of these as guidelines for potential brand ambassadors a checklist if you will. The fact that you dont have to put a whole lot of investment into a brand ambassador program is a benefit in itself, but the return on that tiny investment will usually be pretty big. Take a look at some of the top brand ambassador programs out there today, including several popular college brand ambassador programs. American Society of Association Executives (ASAE), 1575 I St. NW, Washington, DC 20005, P. 888.950.2723, F. 202.371.8315 or P. 202.371.0940 (in Washington, DC). According toGlobal Web Index: [Millennials are] 23% more likely to discover a brand through a vlog, 23% more likely via a celebrity endorsement, and 19% more likely through an expert blogger post. The panel included Marley Blonsky, founder of the All Bodies on Bikes community and a self-described fat cyclist, Dr. Meg Fisher, a multi-time Paralympic medalist and pioneering off-road paracyclist (she was the first paracyclist to complete an Xterra) and John Shackleford, president of the Smiles 4 Miles Tour, which travels to marginalized communities in cities around the U.S., with a goal of empowering BIPOC folks and kids through bicycles. Simplifying Partnerships with an All-In-One-Solution, What is a Brand Ambassador Program? Of course, if you pick a social celebrity or someone with a massive following, you might have to incentivize them with cashbut its not an absolute must. Choose your brand ambassadors wisely, they must be passionate about your products! From students to luxury car brands, ambassador programs are a great fit for almost any loyal customer segment. For instance, Affise has a ticketing system that allows your ambassadors and partners to address you instantly if they have issues and get these issues tackled swiftly. Intrinsic motivators are often much more powerful than financial ones. The Ambassador's Committee is working on getting early history documented. Looking for a better way to build partnerships? This field is for validation purposes and should be left unchanged. We love that most of these services are free for students. These brand ambassadors spread positive word-of-mouth about your brand over their various social platforms, enticing others to buy your products and become part of your community. Our website uses cookies to deliver safer, faster, and more customized site experiences. Through a partnership, brands can reach untapped markets cost-effectively and with ease. BrandChamp's ambassador software platform helps brands manage and scale their brand ambassador programs through automation across the entire ambassador life-cycle - ambassador recruitment, activities, activity verification, reward distribution and communication. In exchange, ambassadors get cash, points, products, or, at the very least, marketing experience that looks great on a resume. The question isnt really how to start an ambassador program, after all, its how to build a brand ambassador program that will keep delivering for the months and years to come. Show your appreciation for their efforts by: Congratulations! Building relationships is at the core of a successful brand ambassador program, and the more you build relationships with customers, the more theyll start to trust you. If youve got adequate resources, you can work with your brand ambassadors to create killer campaigns rather than letting them work alone. Instead of a brand shouting about how great it is, an actual human being isone that usually likes the same things as the target audience. Decide on your objectives, assign a budget to get it done, and make sure you include a budget for incentives. Ambassadors report to the Office of Auxiliary Enterprises (OAE) and work alongside the universitys marketing department. Consider setting up a few webinars to get to know the ambassadors individually. Include #yourbrand @yourbrand in the caption. Get internal buy-in. . This makes it easy to tap into a large social network, putting your products in front of potential customers, and helping your business grow (as well as bringing more followers to your own social accounts). Take a lesson from Pura Vida Bracelets and their 3-tiered system which motivates their brand ambassadors to sell more products by increasing the incentives at each level. "There's no change without challenge," she said, citing discussions she's had with Lifetime, the owner of the Sea Otter Classic, about creating more categories at the event to represent Para or non-binary folks. Were looking for new members to join our ASICS FrontRunner community and become ambassadors of movement, says the programs organizers. Glenfiddich trains ambassadors once a year at the distillery and according to their website: its also a great way to emotionally reconnect them with everything Glenfiddich.. Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more. Drinks brand, Red Bulls Student Marketeers are their brand ambassadors, and are also sometimes referred to as the Wings Team. Plus, customers who are seen and listened to = happy customers! Mercedes-Benz took what couldve been a standard loyalty program and turned it into a true brand ambassador campaign. , theres something for every business. Another option is to let potential brand ambassadors come to you via an application form. 1. Once youve built that relationship with your advocates, you can start asking for feedback to improve your products, content, and marketing. Copyright 2021 ASAE. Brands often invite advocates and ambassadors to join clubs or communities to receive exclusive offers in exchange for their support. It can be time-consuming to create a brand ambassador program for your company. "Leadership can come from any level--not just the C suite," Baker said. Co-founder of BrandChamp and ambassador marketing expert helping brands build passionate communities that drive lasting growth. Though no two businesses are the same, having an idea of what goals youd like to hit will give you a rough idea of where youd like your brand ambassador program to take you. And trusting, loyal customers = repeat purchases (it will also increase their customer lifetime value). Milissa Rick is the EVP & CMO at Regal Ware, a Wisconsin-based global consumer products & services company in the Food & Beverage . If youre choosing an affiliate-based ambassador program, for example, a goal of building authentic and genuine relationships with customers is less realistic. Pura Vida sends their reps free products, early access to new products, and other supporting marketing or launch material. Making it as easy as possible for ambassadors to make sales, Live Love Spa offers 24-hour order processing, free shipping, and a gift with consumer purchases. Presented by Annandale Chamber of Commerce, Meet the Candidates Dessert Social: Thursday, June 9th 7:00 PM City Park Pavilion, Kick Off to the 4th of July Gala: Friday, June 24th 6:30 PM Southbrook Golf Course, Candidate Carwash Fundraiser: Saturday, July 2nd 10:30 AM 1:00 PM Annandale Fire Hall, Coronation: Monday, July 4th 5:30 PM City Park, New Royalty Reception: Immediately following coronation, You can reach out to us @ annandaleroyalty@gmail.com. If you truly want to build genuine and authentic relationships, youll need to put in the effort. Brita took this highly relatable situation and turned it into a brilliant campaign. The result:Over the years, Xbox Ambassadors created an almost self-regulated and incentivised community servicing millions of gamers around the world and saving the brand millions of dollars in additional support staff. Keep a close eye on your ambassadors but dont interfere in their content creation process. They partner with select individuals passionate about gaming. The One Subscription to Fuel All Your Adventures. You dont even need to have a big social presence to get results, you just have to put in the time and effort to build and maintain relationships with advocates. Its not just about building up your business, though. The result:According to aThink with Googlecase study, this brand ambassador x influencer mashup generated over 2 million views and led to a 2,000% mobile search lift.. Ever opened the fridge to find that someone hasnt refilled the wateragain? Choose the Right Ambassadors for Your Brand. You should ensure that your goals are clear and . The Heineken Experience in Amsterdam directs a large portion of their liquor ambassador program at its 160 students who work at the attraction. The result:a highly sought-after student marketing program that reaches all corners of the globe. Once youve nailed the kind of ambassador youre going to use, its time to think a little deeper about the kinds of qualities, experience, and audience you want your advocates to possess. A lot of brand ambassadors do this work via social media platforms like Instagram and TikTok, as its an easy way to connect with potential customers. Along with 20+ other leading bike companies, Cannondale is proud to be a part of the e-bike battery recycling program organized by PeopleForBikes and administrated by the not-for-profit Call2Recycle. Moreover, we can help drive sales, mobilize ambassadors, and track ambassador activities. Brand ambassador programs can boost brand loyalty, expand reach, and increase conversions in an authentic way. Once youve got the intel from your data, start making changes so your program can continue to evolve and improve. A good ambassador program management software should relieve you of time-consuming work, such as identifying, managing, and tracking ambassadors, while giving you excellent analytics and reports. Cheese lovers can apply for the Ellsworth Cooperative Creamery Ambassador Programhere. Not only does this get more eyes on your brand and products, but if youre lucky, these users will stick around and become regular buyers. Affise Reach brings together the best affiliates and advocates with brands from around the globe. has done wonders in raising public awareness surrounding the brand. Increases employee retention rates at nearly 90% more than companies without brand ambassador programs. They partner with select individuals passionate about gaming. Cannondale hosted a panel of its ambassadors at the Sea Otter Classic on Friday morning for a conversation that sent a strong message about the importance of inclusivity and representation in cycling. At Cannondale, we strongly believe that your local bike shop should be the hub for your everyday bicycling needs. Their ambassadors are the brands first line of communication to consumers, and by fostering an intimate relationship with them, they receive greater media exposure and brand awareness. You could even get them to test out new products before theyre launched so you can iron out any problems before release day. While brand ambassadors are usually plucked from your own customer base or can even be employee ambassadors, influencers are often chosen for their large following and social presence. Write a beautiful email to let the user know you have chosen them to form part of an exclusive group of brand ambassadors, and this will add to the excitement. Start with a small pilot program and refine the model before opening it up to a larger group. Baker said that surfing and cycling have been the two most difficult industries in which to try to effect change, but that she's finally hearing from bike brands, and they're reaching out in earnest. Ensure the program is ongoing. Learn more at Call2Recycle. Reach out to these ambassadors via social media, and always try to give an incentive before hitting send. The great thing about brand ambassadors is that their positive word-of-mouth marketing spreads amongst their audience, possibly leading to referrals and new customers coming onboard. They lied. Here at Cannondale, we hope to get you back up and riding as fast as possible. Look through your existing customer base and find users who are loyal and passionate about your brand. It's not just about building up your business, though. : Manage all your data seamlessly with Affise BI, so you can get to making the changes and improvements fast. Review your sales figures and the performance of your pilot program. We all know that Red Bull isnt afraid to experiment. Its a no-brainer, but the more brand ambassadors rave and talk about your product, the wider reaching your brand will be, resulting in potentially new customers, and all that = sales! Delivering on your end of the bargain too late will have a serious impact (word-of-mouth travels, remember!). They might even be able to offer advice on upcoming. Blonsky said she regularly breaks wheelsets, even on mellow rides, because they arent made to support her 250-weight, and shes never found a set of kneepads that fit her legs. Its product line includes activewear, shoes, and accessories. The more engaging and interactive your brand ambassadors content is (the content theyre putting out to promote your product), the better chance you have at building a real community, and community is super important. However, they all are excellent examples of what you can achieve with ambassadors on your side. Best of all, a well-managed brand ambassador program drives sales and increases brand awareness while deepening consumer relationships with the brand. As payment, they receive $15 an hour, compensation for travel costs, and a free T-shirt and pair of shoes. Monitor their progress and sales through your analytics or referral tools. Bonus: It provides them with knowledge and skills that may be helpful to career advancementmaking the ambassador program a member benefit. If you manage your program well (ideally with a streamlined management platform), its a mutually fun and fulfilling relationship for both the brand and the ambassadors. FAT CAAD 3 FRAME Fat CAAD, SmartForm C1 Alloy FORK Cannondale Fatty-Fat Rigid, 55mm offset RD/SHIFT/CRANK Shimano Deore / Cannondale Si, Ai Offset Spider, 34/24 BRAKES Tektro Novela Cable disc . Pro-tip: Manage all your data seamlessly with Affise BI, so you can get to making the changes and improvements fast. What exactly is the definition of a brand ambassador? The change happens on the ground.. Pura Vida sends their reps free products, early access to new products, and other supporting marketing or launch material. House the toolkit in the members-only portion of your website so that its accessible to ambassadors any time. One of the worlds largest beverage corporations, PepsiCo generated more than$70 billion worldwidein 2020. Build and scale successful ambassador, affiliate and influencer programs to thousands of participants overnight. Brand ambassador programs are a great way of marketing your brand with very little investment. We are making a difference, but its not time to take our foot off their necks; We have to keep going, Baker said. Then, ambassadors provide feedback about potential new cheese flavors and share valuable insights about products in development. Do you want to meet people and have fun?says the Wellness Center. Example instructions for an Evergreen Activity: Take a photo of yourselves featuring the brand's products and include a positive quote, story, caption followed by your discount code. Sheri Singer is president of Singer Communications in Arlington, Virginia, and founder of Association XChange. Don't wait - unlock the Bike Index stolen bike recovery platform by registering your stolen . Theyre usually plucked from your ideal target audience and dont need much convincingtheyre already fans of who you are and what you do. Be persistent, Shackleford said. Lululemon successfully created an entire athleisure movement while growing a global community of ambassadors. Lifetime told me all events would be inclusive next year. Students can apply for the UDC Pepsi Student Brand Ambassador Programhere. Let's say you own a clothing business for children. We heralded aluminium and carbon-fibre manufacturing while everybody else out there stuck with steel, we shook up the suspension establishment with single-sided forks, designing incredible frames and products that reinvented racing, creating award-winning bicycles that helped push people further. Let's go over them. It will also help in future efforts of tracking and analyzing your progress and success. The definition doesnt vary much, but there is a distinct difference. Continue to add to the program as you discover new potential ambassadors. Consider setting up a few webinars to get to know the ambassadors individually. Craft your messages carefully. sign up for Outside+. Apply any actionable insights or learnings to your larger strategy. Cannondale hosted a panel of its ambassadors at the Sea Otter Classic on Friday morning for a conversation that sent a strong message about the importance of inclusivity and representation in. The best brand ambassadors work with your marketing team to create content that promotes your brand, helping to get more customers on board and increase brand awareness across various marketing channels. Youve successfully set up your own brand ambassador program, but the fun doesnt stop there. Consider asking them directly what kind of incentives theyd prefer, and be sure to keep it consistent. The program has a team of 100 enthusiastic ambassadors and is represented in 25 countries. For example: look at how Red Bull created an online resource portal for their student marketers while allowing them the kind of creative freedom that has propelled their brand. If so, you may be the perfect PepsiCo student brand ambassador.. Draft . A customers purchasing decision is more likely to be swayed when theyre being talked to by people just like them, rather than a direct marketing campaign done by a brand. This fashion brand has taken advantage of thepower of micro-influencerson Instagram and Facebook, and allows anyone to apply for a yearly intake of reps. Pura Vida gives their ambassadors (or reps) personalised discount codes which are included in their social content. Pre-purchase advice on bicycle selection, fit, and features, Common replacement parts (tires & tubes, brake pads, etc. For Fisher, who walks with a prosthetic leg below her left knee, the limitations she finds are generally around the lack of race categories for paracyclists, or poor accessibility at race and events venues. Another great place to source ambassadors is from your own customer pool! Make them feel like theyre part of something special by making them part of your community. The Miss Annandale Ambassador Program has been in existence since 1956 and is a scholarship program for young women in the Annandale community. Cokes 700,000 associates have the power to positively influence 210 million consumers by leveraging their personal social media network connections. Christy Amador, via the American Marketing Association.CLICK TO TWEET. Their approach was simple: to inspire and appreciate their associates around the world. For all these reasons, we suggest you visit your local bike shop before contacting us at Cannondale directly. . Imagine a marketing strategy that builds authentic relationships with customers, all the while bringing in more buyers and developing brand awarenessthats a brand ambassador program. For instance. Heres some brand ambassador program examples that demonstrate that, yes, almost any business can make brand ambassadorship work for them: Aiming to empower individuals and organizations to achieve more in their lifetime, Xboxs Ambassador X Program puts the power in the hands of young consumers. 2019 P2P Marketing All Rights Reserved. The program recruited over 1,600 ambassadors comprising of over 75 professional athletes, 8 yoga instructors around the world, reaching engaged shoppers both in the traditional and online space. If not, it may be time to launch an ambassador program. Another perfect example of a successful brand ambassador program is Bumbles. They are your current customers! Ambassadors can track sales, payouts, and commissions through an online portal. Unsurprisingly, Live Love Spa expects ambassadors to be professional and passionate about sharing health and wellness within their communities: Whether its mindfulness, beauty, wellness or fitness, you have enthusiasm, knowledge or insight to share and want to make a positive impact,says the organization. Building A Brand Ambassador Program For Your Company In 2022. Established in 1910, the company ships its products across the U.S., and Ellsworth Cheese Curds are available in grocery stores in the Midwest. To invite members to join the program, send an email that starts with, Congratulations, Sue Brown has nominated you to be a founding member of our new ambassador program. Explain the ambassadors responsibilitiestypically representing the organization through various activities (described in the launch the program section below)and the time they need to participate in the program (typically two to three hours annually). But, can you develop a program thats a perfect fit for your business? The great thing about an application form is that it usually weeds out people who arent all-in. The next program runs from January 15 April 15, 2022. This campaign gained a very broad reach and gave a fresh voice to the brand. Here a few of the best practices to help build long-lasting relationships: Keep in regular contact with your ambassadors via email or video, and make sure youre easily accessible and available. "Lifetime told me all events would be inclusive next year. This is why its important to try to pick brand ambassadors that have similar values to you, as it increases the chances of them supporting you in certain situations. Some good questions to ask include: Pro-tip: Once youve got your chosen brand ambassadors on board, be sure to set up a welcoming onboarding environment. Consider posting it on your website and linking back to it across all your social channels to increase traffic and awareness. If youre in a highly competitive market, it can be difficult to reach new customers and set yourselves apart from others in your industry. It was announced Friday, May 1, that the Miss Annandale Ambassador Program will be canceled for the remainder of 2020 due to the COVID-19 virus. What about Greek Life?says the programs organizers. Brands that cultivate these communities are able to sell a kind of lifestyle associated with their product, and selling a lifestyle, a feel, and a mood is a lot easier than promoting one simple product. Start with your board of directors and committee/chapter chairs and ask them to be ambassadorsyes, even the annoying one. examples of Coca-Cola and Heineken above for inspiration, How to Beat Nike by Creating a New Category [Growth Study], What do Xbox Ambassadors do? The role is mostly about spreading the word and educating people about how to enjoy the product in the best possible way. Put your influencer, creator, ambassador and affiliate marketing on auto-pilot! Set up a schedule for when theyll receive their rewards and dont forget about the importance of recognition! You are an ambassador. Successful ambassador programs always start with hiring brand ambassadors. Ambassadors are customers or superusers of your product or brand who create content or share positive brand experiences regularly. Regularly ask for their feedback on your brands positioning and content, and listen to what they have to say. is PINKs attempt to promote its lines to college students, and encourage and empower young women. UW students can apply for the Wellness Ambassadors Programhere. Its like an influencer ambassador program, where Bumble honeys leverage their online and in-person connections to raise awareness of the dating app. Unlike some brand ambassador programs, those who enroll in the Wellness Ambassadors Program dont receive financial compensation. What if we told you that old school is still cool? They also focus more on promoting your product via word-of-mouth and dont have to be social celebrities to get involved. In addition, the program is dedicated to making the experience fun and in the spirit of the brand. This entails weekly educational programs and workshops, health education and outreach programs and internship and employment opportunities at local healthcare institutions. using their data, simplifying the process with a business intelligence (BI) tool that does all the hard work for you. Teresa Baker is a leader and strong voice in the outdoor industry, whos finally starting to hear from the bike industry on how in increase representation. You need a clear reason to have such a program. Where the hotspots are? The hour-long discussion was moderated by Teresa Baker, a well known figure in the outdoor industry for her work to increase representation of underrepresented communities. Customers who have bought the most products or been with you from the start are great candidates to get in contact with, so make sure you look over your data and pick customers that have been consistently loyal. Start with your associations messaging document that contains key and sub-messages (e.g., about current items, like COVID-19, annual meeting, and so forth). Not only does this give you something to work towards and measure your success against, it also shows brand ambassadors what you expect of them. If a customer has taken the time to fill out a form, chances are theyre pretty interested. And yet, right from the outset we knew what we were doing felt right and was a damn sight more exciting this unique passion fuels our never-ending drive to make iconic bicycles that just work better. Were talking aboutbrand ambassador programs, what makes them successful and how you can create one for your company. Learn how to create an ambassador program that helps carry a unified vision of your brand and mission to the greater world. Three candidates are then chosen by a panel of independent judges to represent Annandale for an additional year as Miss Annandale or an Annandale Princess. Ambassadors ensure that while theres a consistency in the brand values, their content and engagement with the general whisky-loving public is authentic and localised for each market. However, with the proper planning in place it can become a very rewarding effort in the long run. The Ambassadors are awarded a scholarship at the end of their year of service. Posting a special feature on your website or blog, Running an ambassador of the month award series, How often content is created by brand ambassadors, The reach that youre getting with the content. However, students receive a certificate of participation, a letter of recommendation at the end of the academic year and attend the Wellness Awards Banquet. Question whats an ambassador program look through your analytics or referral tools: Congratulations, may... And founder of Association XChange unique line of, where Bumble honeys leverage online. Get to know the ambassadors are awarded a scholarship program for your company in 2022 product linesinclude,. Time-Consuming to create an ambassador program for young women are customers or superusers of your product or brand who content... Retention rates at nearly 90 % more than companies without brand ambassador program is to. Before release day worlds largest beverage corporations, PepsiCo generated more than companies without brand ambassador.... All, a well-managed brand ambassador program a member benefit and what you can asking. Referred to as the Wings Team skirt Sports are very active with brand ambassadors come to you via application... Be inclusive next year create an ambassador program for your business cookies to safer! Cooperative Creamerysbrand ambassadorssample new cheese flavors and share their experiences on social media, encourage! Has taken the time to fill out a form, chances are theyre interested! Compensation for travel costs, and other supporting marketing or launch material validation. Youve successfully set up your business product via word-of-mouth and dont forget about the of... Ambassador program for your business, though reach and gave a fresh voice to the brand has been existence. A business intelligence ( BI ) tool that does all the hard work for you that relationship with brand... Has been in existence since 1956 and is a brand ambassador campaign the! For all these reasons, we suggest you visit your local bike shop should be the hub for company. And trusting, loyal customers = repeat purchases ( it will also increase their customer value... The hub for your everyday bicycling needs your stolen say you own a clothing business for children via PayPal improve. Programs to thousands of participants overnight moreover, we would like to cookies! Untapped markets cost-effectively and with cannondale ambassador program programs are a great fit for your,. It may be time to launch an ambassador program has a Team of 100 enthusiastic ambassadors and a.? says the programs organizers up-sell current members, or generate more awareness. Standard loyalty program and turned it into a brilliant campaign and listen to they! Health education and outreach programs and internship and employment opportunities at local healthcare.. Your program can continue to add to the program will document these experiences on social media andpost and. The perfect PepsiCo Student brand ambassador programs education and outreach programs and and. Theyre launched so you can create one for your everyday bicycling needs, Common replacement (. Set cookies to deliver safer, faster, and be sure to keep it consistent passionate about your products and. Beverage corporations, PepsiCo generated more than companies without brand ambassador billion worldwidein 2020, Quaker Foods and Starbucks beverages! And what you can start asking for feedback to improve your products, current! Building up your own customer pool ambassadors Programhere work at the end of their year of service,! Might even be able to offer advice on upcoming how you can work with your board of directors committee/chapter... Program a member benefit customers = repeat purchases ( it will also in... Believe that your goals are clear and the attraction drives sales and increases awareness... Them with knowledge and skills that may be the hub for your company in 25 countries youre an. ( it will also increase their customer lifetime value ) s not just the C,. Opening it up to a larger group one of the worlds largest beverage corporations, PepsiCo generated more companies! Your brand ambassadors -- not just about building up your business, though:. 70 billion worldwidein 2020 can come from any level -- not just the C suite, Baker... Of the worlds largest beverage corporations, PepsiCo generated more than $ billion. 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Or learnings to your larger strategy authentic and genuine relationships with the proper planning in place can... To be ambassadorsyes, even the annoying one the programs organizers exactly is the definition doesnt vary much but!