marketing customer flow (aiesec)

Fundamental Changes:marketing&pr

For MKT, COMM, PR

Flow

Clarity of the Why

Future of MKTG

Making It

Happen

WHY?WHYNOW?

Powered by

Purpose

Our organizational stand

-Leadership

development

Becoming truly

customer centric

Our competitors

push

Less walls between us and the customer.

- Marketing people’s involvement in conversion strategies will be

even higher.

- The whole membership will be more involved with marketing

strategy.

- Digital ecosystems will play a crucial role in driving sign-ups.

- A new «internal marketing» concept will start existing-

Impact

Future of marketing

We are involved In all the cfS!

Powered by

Insert tmp tlp CF here

Groups, handouts, analyze customer flows and main MKT responsiilities

What’s new?

Key Changes:

Sign UpWE MARKET THE

EXPERIENCE

Key Changes:

APPLYWE PROMOTE THE

OPPORTUNITY

Key Changes:

REALIZEWE COLLECT THE

STORY

Key Changes:

COMPLETEWE TELL THE

STORY

Key Changes:

UPSELLWE PROMOTE NEW

OPPORTUNITIES

So, how does Ourjob look like?

Experiencemarketing

opportunitymarketing

Promoter MARKETING

Marketing never stops.

ProgramBy program

KPIs and deliverables for TMP/TLP, GCDP and GIP

ACTIVITIES KPIs

outgoing

Gip• STRANGER: Market Analysis, Brand Positioning, Sub-brands

definition according to your entity partnerships and market focus.

• VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.

• LEAD: Promote the specific opportunities, as anyone can see them! Strong synergy with oGIP Operations to understand TN’s value propositions.

• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and reporting milestones

• REALIZED: Showcase Interns’ story in your Global Talent materials. Focus on the Leadership Development Model elements and inbound content (culture, learnings – easy-to-share content)

• COMPLETED: Use NPS to adjust your product packaging, start marketing new opportunities!

• PROMOTER: Engage the EP in events, upsell (TLP? GIP?)

#website visitorstime spent on website

# sign-ups# applications

NPS Score# stories collected

from EP

CONVERSIONMETRICSSign-ups / Visits

Applications / Sign-upsTime to first application

Sign-ups through referral

ACTIVITIES KPIs

incoming

Gip• STRANGER: Market Analysis, Brand Positioning, Sub-brands

definition according to your entity partnerships and market focus. B2B PR.

• VISITOR: Optimize website with corporate-friendly information, have ORS in place, provide clear sales material to your entity.

• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can see it!) and Organization Page is attractive enough.

• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and reporting milestones

• REALIZED: Showcase Company’s story in your Global Talent materials. Focus on the Leadership Development Model elements and inbound content (culture, learnings – easy-to-share content) for a corporate audience.

• COMPLETED: Use NPS to adjust your product packaging, start marketing the opportunity of new interns.

• PROMOTER: Collect endorsement and referrals for other corporate leads.

# events attended#ORS Leads

# opportunities on GIS# applications

# endorsements collected

# inbound content generated

CONVERSIONMETRICSOpportunities Posted /

LeadsApplications / Opportunity

Time to first EP application

ACTIVITIES KPIs

outgoing

Gcdp• STRANGER: Market Analysis, Brand Positioning, Sub-brands

definition according to your entity partnerships and market focus

• VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.

• LEAD: Promote the specific opportunities, as anyone can see them! Strong synergy with oGCDP Operations to understand TN’s value proposition.

• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and reporting milestones

• REALIZED: Showcase Interns’ story in your Global Citizen materials. Focus on the Leadership Development Model elements and inbound content (culture, learnings – easy-to-share content)

• COMPLETED: Use NPS to adjust your product packaging, start marketing new opportunities!

• PROMOTER: Engage the EP in events and with media, upsell (TLP? GIP?), capitalize on re-integrated EP for leads generation through referrals.

#website visitorstime spent on website

# sign-ups# applications

NPS Score# stories collected

from EP

CONVERSIONMETRICSSign-ups / Visits

Applications / Sign-upsTime to first application

Sign-ups through referral

ACTIVITIES KPIs

incoming

GCDP• STRANGER: Market Analysis, Brand Positioning, Global Citizen

Sub-brands definition according to your entity partnerships and market focus. B2B PR.

• VISITOR: Optimize website with NGO-friendly information, have ORS in place, provide clear sales material to your entity.

• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can see it!) and Organization / Project Page is attractive enough.

• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and reporting milestones for impact measurement

• REALIZED: Showcase Organization’s / Project’s story in your Global Citizen materials. Collect quality content through the whole realization period, focusing on Leadership Development Model and user-friendly inbound content.

• COMPLETED: Use NPS to adjust your product packaging, work on impact measurement reporting.

• PROMOTER: Showcase impact reporting, generate related content as thought leadership piece, open new opportunities and leads.

#website visits#ORS leads

# opportunities on GIS# applications

# endorsements collected

# inbound content generatedCONVERSIONMETRICS

Opportunities Posted / Leads

Applications / Opportunity

Time to first EP application

Conversionrates

How does our backwards planning evolve?

disclaimer

• It’s the first time for our organization to work with these customer flows.

• Most of the rates are based on estimations. • When in doubt, plan for more!

outgoing

gipopen MATCHedIn progress

REALIZEd

40% 40% 90%

5056140

350

outgoing

GCDPopen MATCHedIn progress

REALIZEd

40% 60% 90%

505693232

Summin’ upWhat are the new leadership challenges for

Marketing?

SYNERGY TO GENERATE APPLICATIONSDIGITAL TO DRIVE TO GISEXPERIENCE & OPPORTUNITY TO GENERATE SIGNUPS AND APPLICATIONSContent TO ATTRACT, RETAIN, POSITION.

Your entityHow to bring this change back

home?

WHAT MEETINGS SHOULD I HAVE IN MY MC TEAM?HOW WILL I MANAGE MY TOUCHPOINTS WITH THE NETWORK TO DRIVE THIS CHANGE?HOW WILL MY GOALS CHANGE ACCORDING TO THE CUSTOMER FLOW?

Thank you!

…WHAT ABOUT TONIGHT?