Issue Diversification

oGCDP | Tier 1

❑ To package and promote more than 3 issues during promotion

❑ It allows us to attract more diverse students based on their different interest and background

What’s Issue

Diversificaiton?

NOTE:The key of this strategy is to fully implement

Issue-based product packaging

How to do issue-based product packaging?

3 Key Action Steps

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

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

Check out the system and see who are the biggest suppliers among coutries/teritories and choose the one you are going to promote.

S&D ANALYSIS

Capitalize on the new issue segmentation for GCDP -

make the concrete offer for your market segments.

Profile of students you have should define issues you should promote – be sure countries you promote are having the offer you need.

Have in mind students needs and prefrences -

Check out the GCDP DAAL to understand

where your realisations are coming

Educate your LCs – they need to understand why do we need to focus and how to communicate and sell.

communicate

1. Supply and demand

Issues

External analysis

STEP 1:

Define your Product

IMPORTANT:The key to success is 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 AVAILABILITYSummer 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!

International internships are the most intense learning experience we offer and links together our global network. This program encompasses cross-cultural positive impact through entrepreneurial projects that lead to self development and skill enhancement of the member undertaking it.

The program definition

Answer the question: What

bundles of products/ services are we offering to

each customer segment?

Segments

Wich one of our customer’s problems

are we helping to solve?

Characteristics/ solution

What customer needs do we satisfying? What value do we deliver to

our customers?

Benefits / values

What value do we deliver to our customers?

Develop your unique value proposition

❑ 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!

Visual identity can’t even

begin without knowing the

background of the brand, and

where it intends to go. Giving a brand a personality and beliefs makes it

approachable to costumers

GCDP Product knowlegde

To get a team of people

throughout the organisation who will lead

the change by: communicating the vision to the whole network,

bring belief, excitement,

urgency, and commitment to

the change.

Powerful guiding coalition

Create a simple and sticky vision

to link the outcome of the

project to AIESEC's

progress which can be easily

communicated

Vision for the change

Every stakeholder believes in the

vision, knows how the it affects their daily operations and what they

need to adjust in order to make full implementation

possible.

communicate

How do we do this?

July- august

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 up.All you need is Clear

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

More GCPs ☺

*AIESEC Egypt oGCDP Sub Productshttp://www.myaiesec.net/content/viewwiki.do?contentid=10275755

*AIESEC Vietnam Program Booklet and Websitehttps://www.dropbox.com/sh/cdof4itd5r2sgrt/AAD52btqSzzBQXU3vLX1BWg8a/GC%20Booklet%20IBP%20EN.pdF

http://aiesec.vn/global-citizen-program/social-isses/

Thank you!