oGIP Tier 3 - Attracting the Right EP
If your entity needs…
To strengthen the brand of the organization To attract your target audience with right expectations To improve your conversion rate
Attracting the Right
EP
oGIP & Mkt Synergy
Building your attraction strategy
Executing oGIP marketing campaigns
Standardizing Process:
Question 1:
Do you have marketing teams?
If yes.. You need to work together
to attract the right EPs!
oGIP & Mkt
Synergy
WHY SYNERGY?
• It is not just up to front-office operations (GIP/ GCDP) to design the whole programme plan.
• Marketing teams are doing promotion to attract students. Their MoS should be amount of students attracted…which need to be the students oGIP can match!
• Therefore, having unified goals and purpose is very important. So we can work together to RaMaRe these students!
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 Sign up
and Apply goalsAlso track KPIs as Conversion Rate
Define responsibilities based on conversion
flow
Define needs for oGIP and build Marketing
strategies to support it
Building your
attraction strategy
GoalTarget
AudienceChannel 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 InfluentialChannels
Customise your
Message
Target Audienc
e
ChannelMessag
eand
Know your customer
Know how they think
Use Most InfluentialChannels
Customise your
Message
Target Audienc
e
ChannelMessag
eand
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 CUSTOMER
Build 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 CUSTOMER
Build a Customer Profile Map
BACKGROUNDWeb Development
(or Other specific technical programming skills)
LANGUAGE ABILITYEnglish – Intermediate to
Excellent
TIME AVAILABILITY3 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 InfluentialChannels
Customise your
Message
Target Audienc
e
ChannelMessag
eand
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
2. Customer Insight map
Timeline April
Context Wants to build his/ her own startup
Emotional Status(What problems does s/he need to solve?
Loves to experiment with new web ideas, attracted to quirky humor, obsessed with 9gag
Needs(What problems does s/he need to solve?)
I need to learn what it takes to run my own company
Touchpoints (Through which channels can we reach him/her?)
Tech websites, Start up magazines, social media
Know your customer
Know how they think
Use Most InfluentialChannels
Customise your
Message
Target Audienc
e
ChannelMessag
e
MESSAGE
MESSAGE
Your 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 InfluentialChannels
Customise your
Message
Target Audienc
e
ChannelMessag
e
CHANNELS
CHANNELS
1. 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!
Touchpoints
Mental Barrier
Question
Motivation
Activity
Message/ Information
Reason to Believe
Tactic
KPI
STRANGER VISITOR
Touchpoints Facebook Website
Mental Barrier I’m turned off by ads on social media
I only have a 2 min attention span
Question What’s happening in the world? Where can I go? What can I do?
Motivation I want to experience something worth sharing
I get to travel and make a difference? Cool!
Activity I’m browsing my wall feed for updates from my friends
I browse the homepage and I look for “about” and “process”
Message/ Information Redefine yourself Basic Information on where you can go, what you can do, how to apply
Reason to Believe Here’s a story that made a difference!
Showcase direct impact of projects
Tactic Story of an EP teaching kids in Latin America links to website
Basic + most engaging info, Call to action visible on each info page
KPI # clicks to website # sign ups
STRANGER VISITOR
Know your customer
Know how they think
Use Most InfluentialChannels
Customise your
Message
Target Audienc
e
ChannelMessag
eand
Put it all together!
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.
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
OGIP: Set right profile and define team start dateTM: Define recruitment timeline considering team start date
TM: AIESEC InductionOGIP: Area training
OGIP: 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!