Attracting the right people - oGIP

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Attracting the right PersonBecome a Master

If your entity needs…

To strengthen the brand of the organization To attract your target audience with right expectations To improve your conversion rate

#ThinkAheadActNow #GreeceSpeakUp

Attracting the Right

oGIP & Mkt Synergy

Building your attraction strategy

Executing

Standardizing Process:

WHY SYNERGY?

• It is not just up to front of back-office operations (GIP) to design the whole programme plan.

• Back-Office needs to design the whole process, and take inputs from the front office. The VP MKT has a consultancy role. The responsibility remains to the VP Exchange

• Having unified goals and purpose within the team is very important.

Build strategies together

Clear Common Goals and Tracking Metrics

Clear allocation of

responsibilitiesHave (bi)weekly

meetings

Create a routine, track and check

implementation and results

Use your Backwards plan to decide

Leads and Apply goals

Also track KPIs as Conversion Rate

Define responsibilities

based on conversion flow

Define needs for oGIP and build

Marketing strategies to support it

• Participate in PR Events to connect with companies and students

• Invest on Advertising

• Create new Campaigns, invest in creative message

What are the borders of your classroom?Teach To Learn Campaign

• Create new Campaigns, invest in creative message

• Participate in PR Events to connect with companies and students

• Invest on Advertising

• Additional graphic materials

Goal Target Audience Channel Message

Your main Marketing/ Communications

target is the same as your ELD goal and

should therefore also be tracked based on your

chosen segmented markets. Have raising

goals for each sub-product.

Campaign should be customized towards your specific target audience.

Therefore understand their wants, needs, interests

and what context they’re living in during the time period when you wish to run the campaign.

Answers to the questions...• Which channels’ do our

Targets normally visit? • How often do they go to

these places? • What do they do there?

Answers to these types of

questions will help you clarify..(1) Which Channel/ Places should you focus on for your promotions?

and,(2) When is the best timing for you

to release your materials?

You will have a Main Message/ Tag-line that captures and communicates the Unique Value Proposition of your Programme to

your Target Audience. You will also have to further customize how you package this according to each channel you plan to

utilize.(1) Main Message: To come up with the

general theme and tagline for your campaign, you should base this on what will

be most attractive and engaging to your Target Audience.

(2) Customized Messages for Channels: Your general message should then be

customized according to each channel you will be using it in. Especially for online social media, this will help “optimize” engagement

and drive stronger influence.

For more marketing information about the GTCM check the Wiki A Guide To Marketing

Remember your RE goal for different sub products and your partners did in your

planning

Understand your

Customer

An Effective Product and Positioning Strategy relies on knowing WHO you’re selling to and HOW they

think.

Know your

customer

Know how they think

Use Most Influenti

alChannel

Customise your

Message

Target Audienc

eChannel Messag

Know your

customer

Know how they think

Use Most Influenti

alChannel

Customise your

Message

Target Audienc

eChannel Messag

TARGET AUDIENCE

Define the "right EP" by Building a Customer Profile

Common Oversights in defining your Target Audience

Thinking your customer is the same for all the products

Having an overview of your customer that is too general

Not thinking the way your customer does

For more marketing information about the Customer Flow check the Customer Research Wiki

STEP 1: IDENTIFY YOUR CUSTOMERBuild a Customer Profile Map

BACKGROUND(Working/ Academic)

LANGUAGE ABILITY

(Language and proficiency)

TIME AVAILABILITY(When are they

available?For how long?)

INTERESTS/ NEEDS (what

motivates them in everyday life?)

Informed by:

• OPS/ ORS analytics• Trends in

backgrounds

• NPS Promoters • Trends in

Top promoterReasons

• Comments

Responsible:VP Exchange

This is your basic understanding of your ideal customer

STEP 1: IDENTIFY YOUR CUSTOMERBuild a Customer Profile Map

BACKGROUNDWeb Development

(or Other specific technical programming

skills)

LANGUAGE ABILITY

English – Intermediate to Excellent

TIME AVAILABILITY

3 months starting April

INTERESTS/ NEEDS

- Aspiring Entrepreneur

- Wants to gain professional learning

Informed by:

• OPS/ ORS analytics• Trends in

backgrounds

• NPS Promoters • Trends in

Top promoterReasons

• Comments

Responsible:VP Exchange

Build a Customer Profile Map

Know your

customer

Know how they think

Use Most Influenti

alChannel

Customise your

Message

Target Audienc

eChannel Messag

At this point, you've already formed your first level understanding of who your customer is! Next, it's time to get a more in depth perspective!

STEP 2: UNDERSTAND HOW THEY THINK

Build a Customer Insights Map

• Based on your basic understanding conduct External Market Research

• 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

Know your

customer

Know how they think

Use Most Influenti

alChannel

Customise your

Message

Target Audienc

eChannel Messag

MESSAGE

MESSAGEYour Messaging should be based on the answer to the question— “Why should I buy into this specific opportunity?”

1. Customize a Value Proposition for each Issue (Example: Teach to Learn)

2. List down the Key Benefits a customer will gain from the opportunity under this specific issue ?

(ex. Gain personal development, make a difference in student’s lives)

3. What are the Reasons to believe/ Proof points for this issue? (ex. Stories, testimonials, Impact of projects)

Know your

customer

Know how they think

Use Most Influenti

alChannel

Customise your

Message

Target Audienc

eChannel Messag

CHANNELS

CHANNELS1. With your Customer Profile Research, identify the Key

Channels which present ideal opportunities for you to connect with your target audience

2. Can be online (ex. social media channels) or physical channels (on campus, bus stops, youth events, etc.)

3. Determine KPI’s for each of these channels that clarify the ROI of these channels for the marketing campaign

4. A Customer Journey Map can help!

Know your

customer

Know how they think

Use Most Influenti

alChannel

Customise your

Message

Target Audienc

eChannel Messag

What is your end goal? Everything you do from this point is to drive

the end goal.

To send students abroad!

G T C MExample

Goal: 300 EP’s raised. With a 50% conversion rate — you will need 600 qualified leads.

Target: Senior University students in English, International Relations, Business looking to develop their language skills

Channel: - Offline promotion: University (Events, Classroom Talks, Booths, Newsletters)- Print (3 Flyers for the 3 countries)

- Online Facebook & Website campaign - Email Marketing for Follow Up & Nurture

Message: Teach abroad this Summer and impact entire communities through education. Develop yourself while developing the potential of others. Keywords: Impact, Develop, Teach, Educate,

To provide 300 senior university students who are graduating soon

on Global Talent Teaching Internships in India, Colombia, Brazil

this Summer for 3 months.

Example

Take a look what AIESEC in Colombia done: Speak to one

target audience interested in IT

internship.

Thank You!

Attracting the right people - oGIP

Education