MARKETING & COMMUNICATIONS

FUNDAMENTAL CHANGES:

Clarity of the why

Future of MKTG

Making it happen

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-

We are involvedIn all the cfS!

We market the experience

We promote new opportunities

So, how does Our

job look like?

EXPERIENCE

MARKETINGopportunitymarketing

Promoter MARKETING

Marketing never stops.

ProgramBy program

KPIs and deliverables for AIESEC Nigeria’s Focus

Programmes.

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 visitors

time spent on website

# sign-ups

# applications

NPS Score

# stories collected from

EP

Sign-ups / Visits

Applications / Sign-ups

Time to first application

Sign-ups through referral

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 attractiveenough.

• 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 inboundcontent.

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

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

#website visits

#ORS leads

# opportunities on GIS

# applications

# endorsements

collected

# inbound content

generated

Opportunities Posted /

Leads

Applications /

Opportunity

Time to first EP

application

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 visitors

time spent on website

# sign-ups

# applications

NPS Score

# stories collected from

EP

Sign-ups / Visits

Applications / Sign-ups

Time to first application

Sign-ups through referral

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

Opportunities Posted /

Leads

Applications /

Opportunity

Time to first EP

application

What are the new leadership

challenges for Marketing?

SYNERGY TO GENERATE APPLICATIONS

DIGITAL TO DRIVE TO GIS

EXPERIENCE & OPPORTUNITY TO GENERATE SIGNUPS AND

APPLICATIONS

Content TO ATTRACT, RETAIN,

POSITION.

Bringing these changes back home

10 mins

WHAT kind of dicussions do we need to have as a lc?

HOW WILL WE ENSURE THAT EVERY MEMBER

OF THE LC IS INVOLVED IN THIS CHANGE?

HOW WILL MY LC GOALS CHANGE

ACCORDING TO THE CUSTOMER FLOW?

FEW TOUCHPOINT FROM AIESEC NIGERIA TO DRIVE THIS CHANGE.

• LCP’s and VP TM’s ensures that all their members details are in NATIONAL Members

database on Google Drive so they can be subscribed to the AIESEC in Nigeria National

Newsletter to start publishing Sept 27th.

• Everyone should join our Internal Communications platform [AIESEC in Nigeria Facebook

Group] where discussions around these systems and its operations will be taking place

frequently.

• Follow and engage on every virtual platforms of AIESEC in Nigeria [Facebook, twitter,

google+ and LinkedIn]. “We are the best marketer of our brand experience”.

• Always feel free to discuss with your LC EB about any issue.

THANK YOU