Product Packaging(Focus on Peaks)oGCDP | Tier 4

❑ There is more TN supply during peaks

❑ It’s easier to raise EPs because of holiday

❑ Focus our energy

Why focus on peaks?

❑ Globally, there are 2 peak realization time:

#Jun-Aug #Dec-Feb

*Choose the peak you want to focus based on your student holiday timeline

What’s peak

realization time?

Activity Timeline Example for Dec-Feb Peak

Jun Jul Aug Sep oct Nov Dec Jan Feb

Promotion & raise

MATCH

REALIZATION

Product PACKAGING

NOTE:After identifying the timeline, now

you need to set goals for Raise, Match and Realize based on

backward planning

Start from the main goal:

10 to 40 realisations

Based on statistics, how many raises do you need to get

this many realisations?

30 to 70+ raised

Based on statistics, how

many sign ups do you need to get

this many raises? (Idealy sign up to raise conversion rate is over 30%)

50 to 150+ sign ups

This means that recruitment activities

must be focused enough to get this

number of sign ups from the right target

market

Activities planning

Here’s the logic behind

Backwards planning

3 Key Action Steps for Simple Product

Packaging

STEP 1: Define your

Product

STEP 2: Package the

Product

STEP 3: Go and sell to

your customers

#Define countries/territories and issues you are

promoting

#Concrete marketing plan#Define identities of your

product based on customer insight

The output of Product Packaging should

include:

Main Brand & Sub Brands

(issue based)

Tagline

Target Audience &

Value Propositions

LC Implementatio

n Plan and guidelines

IMPORTANT:The key to success is to define the FOCUS issues and destinations

for promotion

Why we need to focus?

• Better expectations• Faster matching

• better cultural preparation

Focusing in promotion and operations was the KEY SUCCESS factor for many GROWING

ENTITIES

IN A NUTSHELL

STEP 1: Define your

Product

Examples of entities’ product package

How to choose focus issues and

destinations?

STEP 1: Define your

Product

‣ Step two → Get to know your students needs

‣ Step one → Check our Global Supply

IMPORTANT:Remember to define your target audience and adjust your offer

to them.

STEP 2: Package your

Product

why DO WE DO THIS?

Before we begin to learn on what to do, let's first take a look at what we need to avoid! :)

3 common mistakes:✓ Thinking your customer is the

samefor all the products✓ Having an overview of your

customer that is too general✓ Not thinking the way

your customer does

An Effective Product and Positioning Strategy

Relies on knowing WHO you’re selling to and

HOW they think.

STEP 1: IDENTIFY YOUR CUSTOMER

Build a Customer Profile Map

BACKGROUNDStudents

interested to go into

International Relations

TIME AVAILABILI

TYSummer Vacation

INTERESTS/ NEEDS Person

Wants to feel important

Loves learning abut new cultures

LANGUAGE ABILITY

English!

Informed by:

• Trends inbackgrounds(VP Comms)

• Trends in Top promoterReasons

• Comments(VP Exchange)

Ops/ors analytics

Nps promoters

STEP 2: UNDERSTAND HOW THEY THINK

Build a Customer Insights Map

•Based on your basic understanding conduct External Market Research•Check social media•Run surveys/ interviews/ assessments to understand:

•Where you’re customers are and when they are there?

•What they’re state of mind is at that touch point?•What needs do they possess at that given point?

Main Responsible: VP Comms

Main Responsible: VP Comms

Customer Insights Map

Timeline March

Context Going into Summer Vacation in a couple 1 month’s time

Emotional Status(What problems does s/he need to solve?

“I don’t want to be spending the whole summer bored at home. I want to do something different”

Needs(What problems does s/he need to solve?)

“I’m jealous about hearing that my friend’s family will travel to europe, and my family has no plans to leave. “

Touchpoints (Through which channels can we reach him/her?)

I check Facebook every evening As a distraction from my studying, I usually check to see what my friends are up to.

AIESEC Customer Canvas!

A tool to help your MCVP’s!

❑ Now when you got to know your target audience – shape your product according to their preferences!

Value Propositio

n

STEP 2: Package your

Product

Value proposition

What value do we deliver to our customers?

‘A statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or

service will add more value or better solve a problem than other similar offers.’

‣ Include your LCVPs in creation process!‣ Before you start preparing the campaign, make sure your LC VPs are clear on benefits you

are offering and problems we are trying to solve.‣ Value Proposition should be defined together – just follow the process and answer the

questions from the next slide!

❑ Visual Identity - Building National Brand can help you engage more people!Brandin

g

STEP 2: Package your

Product

Building a “ Unique and ENGAGING”

NATIONAL UMBRELLA BRAND...

By definition: provides aopportunity by attracting customers to the product and demonstrating the product's attributes.’

It gives credibility to your product at local markets, egagges more people and increases quality of your

visual identity!

GCPs from the network

❑ Customize your offer to your specific audienceSub

Brands

STEP 2: Package your

Product

Now it’s the time to sum it upAll you need isClear

Marketing Plan

STEP 3: Go and sell it

to your customers

Marketing Campaign

Allignment of all our

activities in campaign

Clear allocation of responisibilt

ies

Engagement and reach!

Marketing Campaign Planning Toolhttp://www.myaiesec.net/content/viewfile.do?contentid=10278275

Executing your

marketing campaign

What to take in consideration for

my implementation?

Sep

Oct

Nov

Dec

Jan

Feb

RAISE

MATCH

REALIZE

TIMELINE Jul Aug Sep Oct Nov Dec Jan

Team Preparation

Attract    Recruitment        

Support EP & MA      RE & Follow up    

Go deeper in the timeline for your LCs!If you want to realize EPs on January RE peak, you should take care of the steps before it, like attract that your LCVPs are executing.It’s recommended that you manage a national timeline for your LCs, with clear deadlines of application and so on.

What should happen in the

local level during this time?

Start with Team Preparation!

Team Selection

Trainings

Team Bulding

oGCDP: Set right profile and define team start dateTM: Define recruitment timeline considering team start date

TM: AIESEC InductionoGCDP: Area training

oGCDP: GTKEO, Integration, Team identity, team values

Timeline: 1st MonthDuration: 2 weeks

Communication Plan

Stands and physical promotion

Virtual Channels Promotion

Timeline: 2nd MonthDuration: 4 weeks

Attract

September

Contact Lead

Select

Conversion Sign Up to Apply

Timeline: 3rd and 4th Months

Duration: 8 weeks

Convert

October, November

What needs to happen in each month?

Communication Plan

Stands and physical promotion

Virtual Channels Promotion

Timeline: 3rd, 4th, 5th Months

Duration: 10 weeks

Support EP & MA

October, November, December

Contact Lead

Select

Conversion Sign Up to Apply

Timeline: 3rd and 4th Months

Duration: 8 weeks

RE & Follow up

January, February

Every month, make sure your LCs are following the timelineAs MCVP, you should take care of the implementation of the strategies and the timeline!

MC VP Implementation Example:If you want to attract people on September, you should consider that you will delivery online trainings in August to prepare LCVPs for run promotion in SeptemberCreate clear deadlines and be aware of it!

Aug Sep

W1 W2 W3 W4

Attract  Online

Training 1

Online Training 2+ Create

Communication Plan

Newsletter To Engage your

Members

Marketing Campaign

IMPLEMENTATION TIMELINE EXAMPLE

(To attract people in September)

Make sure you and your LCVPs are prepared to run marketing campaign

before it happens!

GCPs: AIESEC in Tunisia

GCPs: AIESEC in Austria

Thank you!