WHY are we here (G2K)

WHAT is Marketing and Communications

WHAT is your Place in AIESEC (JD and MC Directions)

WHO are we Marketing to? {Customer Insights and Journey}

HOW do I work with other functional areas (SYNERGY)

WRAP-UP [Questions and Call-to-Actions]

HOW TO MAKE THIS GATHERING

AWESOME!

ASK COLLABORATE SHARE

GETTING TO KNOW YOU!

Getting to know you!

• Name• Your AIESEC Experience• Why did you join or work on MaC Team?• What do you hope to gain from this experience?• Fun fact!

WHAT IS

MARKETING?

Influence:

Promoters

+ Customers:

IMPACT

WHAT IS MARKETING?

goods

services

ideas

needs

wants

demands

WHAT IS MARKETING

Management?CREATE, COMMUNICATE, DELIVER

VALUE

TRUSTlove

interest

product

events

quality

passion

pricesocial responsibility

customer service

varanty

crew

crew

WHAT IS MARKETING

Management?

1. Create = Product Management

2. Comm = Brand Management

3. Deliver = Customer Management

Corporate

Communications

vs

Marketing

Communications

(side note)

WHAT IS MARKETING

Management?

1. Create = Product Management

2. Comm = Brand Management

3. Deliver = Customer Management

Create Communicate Deliver

Product Management Brand Management Customer Management

Exchange? Marketing? Exchange?

What is your role as VP/TMP Marketing and Communications?

Marketing team on an LC level. What should you be doing?

WHAT is your current team Structure?

What are the challenges you’ve faced so far?

Sharing time. 20mins

WHY?

LC VP Marketing

• Product Based Teams.

WHAT?

LC VP Marketing

• Product Based Teams.

• Plan : Strategic – Tactical - Operational Goals –Deadlines, Ownership.

ROLES?

LC VP Marketing

• Product Based Teams.

• Plan : Strategic – Tactical - Operational Goals –Deadlines, Ownership.

• Clear Roles and Responsibilities, MoS, Duration.

KNOWLEDGE

LC VP Marketing

• Product Based Teams.

• Plan : Strategic – Tactical - Operational Goals –Deadlines, Ownership.

• Clear Roles and Responsibilities, MoS, Duration.

• Education Cycle based on JD.

PERFORMANCE

LC VP Marketing

• Product Based Teams.

• Plan : Strategic – Tactical - Operational Goals –Deadlines, Ownership.

• Clear Roles and Responsibilities, MoS, Duration.

• Education Cycle based on JD.

• Implement Analytics into every single process.

DEVELOPMENT

LC VP Marketing

• Product Based Teams.

• Plan : Strategic – Tactical - Operational Goals –Deadlines, Ownership.

• Clear Roles and Responsibilities, MoS, Duration.

• Education Cycle based on JD.

• Implement Analytics into every single process.

• Constant checkmating.

oGCDP iGCDP

DRIVER PROGRAMS

Do we have any plans for marketing?

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 valueproposition.

• 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

Sign-ups / VisitsApplications / Sign-upsTime 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 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, focusingon 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 thoughtleadership piece, open new opportunities and leads.

#website visits#ORS leads

# opportunities on GIS# applications

# endorsements collected# inbound content

generated

Opportunities Posted / Leads

Applications / OpportunityTime to first EP application

WHAT OTHER PRODUCTS DO WE HAVE:

LETS TAKE 4 Minutes

Selfie Break !

3 most frequently-made mistakes about our target audience…

Thinking that the customer

is the same for allProducts (opportunities)

that we offer.

We have a very general insight on our specific customers.

We don’t put ourselves in

the shoes of our customers

Know who you are selling to &

How they think

What Are Buyer

Personas?

Buyer personas are fictional representations of your

ideal customers. They are based on real data about

customer demographics and online behavior, along with

educated speculation about their personal histories,

motivations, and concerns.

?

HOW ARE BUYER

PERSONAS CREATED?

Buyer personas are created through research, surveys, and

interviews of your target audience. That includes a mix of

customers – both “good” and “bad” -- prospects, and those

outside of your contact database who might align with your

target audience. You’ll collect data that is both qualitative and

quantitative to paint a picture of who your ideal customer is, what

they value, and how your solution fits into their daily lives.

?

30 Minutes

SHARING TIME!

15mins

UNDERSTAND

FOCUSCUSTOMIZE

ATTRACT

CONVERT

CLOSE

DELIGHT

SHOWCASE

PRODUCT EVOLUTION CUSTOMER FLOW

1 2 3 4

Product-Customer Flow

UNDERSTAND

FOCUSCUSTOMIZE

ATTRACT

CONVERT

CLOSE

DELIGHT

SHOWCASE

PRODUCT EVOLUTION CUSTOMER FLOW

1 2 3 4

CREATE COMMUNICATE DELIVER

Product

Management

Brand

Management

Customer

Management

✓Product Development

✓Market Intelligence

✓Business Intelligence

✓Choose EP / TN Profile

from Buyer persona.

✓Goal / Objectives Setting

✓Market Research

✓Brand positioning

✓Creative & Message strategy

✓Channel management

✓Campaign implementation

✓Conversion management

✓Documentation

✓Crisis Comm.

✓Service Recovery

✓Storytelling

COMMUNICATE

Brand

Management

✓Market Research

✓Brand positioning

✓Creative & Message strategy

✓Channel management

✓Campaign implementation

✓Conversion management

WINTER PEAK 2014

RAISING Challenges

1. Attracting the right amount of right

EPs based on EP profile and

backward planning goals

1. Visitors → Sign ups → Information

session

1. Information Session → Selection

Process → Raising

OCTOBER = RAISING

DEADLINE!

• Group with people who share the same biggest challenge as you do (attract, convert, close)

• What are the top problems that contribute to your challenge?

• What are the root causes of these problems?

• What are the direct negative effects if you don’t solve your problem?

• What problems do you need to solve first?

• What solutions can you provide immediately for each problem?

Main Problems Root Causes (-) Effects Priority Solution

SELL VALUE Not Products

REMEMBER

30minutes

Marketing is too

important for the

marketing

department to do.

We found love in an

OPEN SPACE