As of late, Jack has been given the shaft by paired up with Dolph Ziggler. A far cry from the success of old, but I feel with a simple alignment switch, the All-American American American could return to prominence.
Jack is a great asset. He's young, he's athletic, he can wrestle, he's got personality and, perhaps his most impressive trait, he's got a combover that makes Johnny Aces' hairstyle look like Tensais'. All kidding aside, though, there's no reason Jack Swagger shouldn't be main-eventing, but there's no reason he should be a heel either.
Backtrack a few years ago with Swagger on RAW before he won Money in The Bank. That's the type of Swagger we need. The man who won the ECW Championship, not the one who won the World Heavyweight Title. That man was a joke, and not a funny one. No, the Swagger who had swagger is the man who should turn face and all it takes is a few things. Luckily, though, WWE has him in perfect position to turn face.
As of late, Jack Swagger has been booked as a detriment to Dolph Ziggler. Honestly, I feel it should be the other way around, but whatever. Ziggler wants to be on his own now, and I think by declaring that and maybe with a "you're holding me back promo" on him, Jack would be given free reign to destroy Ziggler and get cheered for it, leading to a feud between the two where Vickie aligns herself with Ziggler once, and for all while screwing Jack out of a victory in a match between the two, getting more people behind him, until Summerslam, where Jack gets a big win over Ziggler.
From there, I say we go all the way by going All-Americana with his gimmick. He's got a hairstyle reminiscent of old-school television children. The jock from the days when Deuce and Domino would have been the "cool kids" (points to anyone who remembers Deuce and Domino). So go with that and give him some props and promos like the ones used for Mr.Perfects' entrance video. Maybe even a Letterman jacket.
Promo 1: Him eating dozens of apple pies and drinking gallons of milk (co-starring his incredibly attractive wife)
Promo 2: Him scoring home runs in baseball and making it look easy.
He could even get a catchphrase. Something like "That's All-American..."
From there, there's a lot you can do. Pair him up with Alex Riley (Varsity Club) or Ted Dibiase (Fortunate Sons 2.0) or let him go off on his own with feuds with guys like Antonio Cesaro, Wade Barrett, Camacho and Hunico, etc. Of course, he wouldn't just be stuck facing foreign-born stars. He'd be like the "America" for the WWE. Sticking his nose in things that may not involve him, but things that can he can help with. Sticking up for the little guy or for the Divas in the locker room, (bringing him into feuds with guys like Daniel Bryan, Tensai, etc.) There's so much potential in this man; it's a shame it goes to waste as a generic heel instead of an All-American Face.