Brand management &

marketing strategies

Afifa Urfani

July 2014

Objective Delegates will understand how to manage program and entity

brand in each LC and nationally, specifically the understanding of

ORS management, conversion rate strategies, LEAD

management, and synergy system

Change Agents

Do you remember AIESEC’s purpose as an organization?

Ewa Funnel

Micro XP

MKT PR

Change is a process,

Not an event.

Marketing role in AIESEC

Create and facilitate touch points for people to interact with

AIESEC in order to create more promoters and customers of

AIESEC

Marketing people also serve as brand guardians, ensuring that

AIESECers and other stakeholders are constantly supporting and

aligning with the desired reputation of AIESEC (through operations

and every day practice)

Product-Customer Flow

The process AIESEC goes through to develop relevant exchange products

for our market and deliver them with excellent customer experiences.

Understand Focus Customize

Understanding

internal and

external reality based on

historical data

Evolving product

value and

packaging based

on this

Select Main Target

Markets (based on

Sub-Products for

GIP/ Issues for

GCDP)

Product

oal G arget T hannel C essage M

Every time you have to define a communication strategy for supporting your operations, you must follow the simple GTCM process!

Goal • Define the goal of the strategy. It should always be based only in ELD MoS.

Target • Define to whom the product/program is going to be offered, i.e. IT students,

last year of university, etc.

Channel • Define with what kind of channels the audience is going to be approached,

i.e. social media, class presentation, library booth, etc.

Message • Define how the communication of the product is going to be done to the

target audience, what is going to be said to them.

G

• Re- 30

• Ma – 76

• Ra – 54

• Registrations – 100

T

• Graduation

• Last Year

• Thesis

• Teaching University

• IXP

C

• Partnership with University

• Library

• Class – University

• Classroom Presentations

• Open Booth

• Info Seminar

• Facebook , Line, BBM group

• Twitter

• Job Fair

• LC Meeting

• Elections & Selection

M

• Implement your knowledge into practical and voluntary – Journalism & PR Project in Italy

• Enrich your CV

• Don’t wait just do

• Tips to help your thesis – IR Student

• Slots for Projects Abroad

• Teaching – Implementation

• IXP – Complete your journey

Attract Convert Close

Engaging target

audience and

positioning the

product

strategically

across channels

Ensure that the

people you engage

are directed by a

"Call to Action"

towards signing up

as a potential customer.

Ensure the people

who have shown

interest to be selected

and Raised as a

Customer

Customer

Delight Showcase

Once raised as a

customer, there's

a need to look

into measures to

ensure proper

Customer

Experience

Management.

Attract more

customers or

promoters for

AIESEC. By

showcasing the

promoter's

experiences

Customer

Stranger Visitor Lead Customer Promoter

Attract Close Showcase

Convert Delight

PR

Social media

Blogs

Online marketing

SEO

Word of Mouth

Below the line media

High quality tools & design

Accessible information

Clear calls to action

Best stories

Relevant content

Meeting them in person

Inviting them to events

Taking them through the selection process

Global ORS & OP

Give the best quality!

Promoter strategy

The right traffic Clear & accessible information

Interview and make sure they’re willing & ready

Quality!

Find your partner from different LC

Make GTCM planning for: • GCDP winter peak

• Job training fair

• GIP fair for MT sub-product

• Talent recruitment

• GCDP off peak (Mar-May)

10 Mins

Managing Multiple

Campaigns at Once

Sounds super tough right? But that doesn’t

mean that we can’t do it together

Choose the

right channel

and the

message for

each

product/sub

product

Understand your goal

Prioritize Assign Schedule Review

Know

where to

go, what to

achieve,

what’s the

timeline

Choose

the

focus

If you want

to go

somewhere,

go together

Pre-

schedule

things in

social

media

Regularly

go back

and review

the

progress.

Showcasing

Strategies

Your content needs to be the fuel

for your

marketing

campaign

Smart Marketing begins with understanding of customers. Then to fuel up your marketing strategy with content and delivery.

Content Marketing

To Educate

To Entertain

To Persuade

To Convert

What sort of content should we create?

Tools • Blog posts

• Guest blog posts

• E-books

• Email newsletters

• PowerPoint presentations

• Podcasts

• Standard videos

• Micro-videos (ie, Vine)

• Social media posts

• Live presentations

• Webinars

• White papers

Develop a strategy

Conduct research

Develop the

content

Distribute Promote

Build links

Measure

The Content Cycle

Treat keywords like hotsauce

Have a voice or brand customers can identify with

Build trust with transparency

Make the most of a great idea with multiple formats

Headlines are everything

Use the news

You can’t stock the cupboards

until you take out the trash

Don’t just post, engage!

Invite yourself to someone else’s party once in a

while

Remember that great content

invites link

Build you content from an ongoing

plan

The best inspiration comers

from different sources

Quality is as important as

quantity

Quantity still matters

Take your time Use one piece of

content to promote another

Recycle your greatest hits

Always ask the key question

about a piece of content

Use your content to turn searchers, readers, fans, into

buyers

21 rules

content

marketing

Try this! • Infogr.am

• www.improvepresentation.com

• Visual.ly

• Mural.ly

• Pinterest

• http://www.powtoon.com/

What kind of content

that can attract

attention?

Brand Management

• BUILDS A STRONG NATIONAL BRAND:

Creates and provides the overview and

direction of the brand you need to build for

the entity as a whole

• CUSTOMIZES THE GLOBAL

PERSPECTIVE and ORGANISES

NATIONAL RESOURCES:

Driver of activating to resources and

knowledge of what’s happening across the

Global network and across different LC’s

within the entity

• LOCAL MARKET EXPERTS- they are the best

capable of customizing national messages down to

what’s relevant in their campuses. They are the

ones who need to step up in creating the DETAILS

of campaign tactics and collecting content from the

experiences they deliver.

• FRONT-LINE Implementers- HR is most powerful

on the LC level. Members need to be clear about

how to represent AIESEC brand and communicate

the campaign messages.

MC LC

How they perceive our brand? –

–

–

–

–

Our entity’s brand is

reflected from how people

see our programs

You need to concern on these:

Brand Refreshments

•

•

•

•

•

FGD

In-depth Interview

5 Reasons to Re-brand

• Competition

–

• Growth

–

• Long-term expansion

–

• Technology

–

• Employees

–

Filter

Brand

Project

Project Brand Audit

Objective •

•

•

•

•

•

Is it true to our essence? Yes/No

Core Part Elements Point

LEADERSHIP

OC site (assuring the leadership

implemented on OC)

Structural 1

Development 0

Project (lead other people outside oc to

involve to society)

Exchange Participant 1

AIESECers 1

External

NGO 1

Government 1

Schools -

Partners 0

Essence

• What is AIESEC Way?

• What is AIESEC Vision?

• What is AIESEC BHAG?

• What is AIESEC 2015?

Is it showcasing ELD aspects in the right way? Yes/No

Core Part Elements Point

BRAND USAGE

Key Message The core message you want your target audiences to hear and remember. 1

Descprition of Project / Event (5W + 1H)

The basic information that you want other people know in promotional tools 1

Partner LC Partner and Event/Project Partner 1

Brand Refreshment Content

Element that represent AIESEC Global Brand Visual Look 1

Contact Person / Follow Up Information

The direct access for detail information on website or ORS 1

Core Part Elements Point

Relation with Stakeholders

Networking Event Frequency of Networking Event 1 Media Partnership Relation with media to promote project 1 Media Appearance

The publication with media (Press release, press conference, & event poted) 1

Core Part Elements Point

Social Media Engagement

Twitter

The use of promotion in Social Media

1

Fanpage 1

Website 1

Youtube 0

Is it showcasing at least one primary benefit? Yes/No

Core Part Elements Point

Primary Benefit

International Internship

The Key activities of the project

Leadership Opportunities Global Learning Environment

Brand Attributes

From the scale 1-10:

• Daring – Responsible leadership

• Diverse – Global

• Inclusive – Collaborative and democratic

• Dynamic – For youth by youth

• Impactful – Social entrepreneurship

– Do you project implement these attributes in interacting with stakeholders?

– “Why would I join AIESEC/this program?” Answers should be the benefits and external values

– Is there any additional or detail event in your project? Elaborate!