This document provides guidance on issue-based product packaging for global citizen programs. It outlines 3 key action steps: 1) Define the product by selecting focus issues and destinations based on supply and demand analysis and student needs, 2) Package the product by developing a value proposition tailored to customer segments and building a national brand, and 3) Execute marketing campaigns with clear timelines and responsibilities defined. The goal is to attract a diverse set of students by offering issues that align with their different interests and backgrounds. Local committees are advised to follow monthly guidelines to support each stage of the process from preparation to recruitment to realization of exchanges.

1. Issue
Diversification
oGCDP | Tier 1

2. ❑ 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
Diversifi
caiton?

3. NOTE:
The key of this strategy is to fully implement
Issue-based product packaging

4. How to do issue-based
product packaging?

5. 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

6. 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

7. 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

8. IMPORTANT:
The key to success is to define your
target audience and adjust your offer
to them.
STEP 2:
Package your
Product

9. 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 same
for 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.

10. STEP 1: IDENTIFY YOUR
CUSTOMER
Build a Customer Profile Map
BACKGROUNDS
tudents
interested to go
into
International
Relations
TIME
AVAILABILITY
Summer Vacation
INTERESTS/
NEEDS Person
Wants to feel
important
Loves learning abut
new cultures
LANGUAGE
ABILITY
English!
Informed by:
• Trends in
backgrounds
(VP Comms)
• Trends in
Top promoter
Reasons
• Comments
(VP Exchange)
Ops/ors analytics
Nps promoters

11. 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

12. 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.

13. AIESEC Custom
Canvas!
A tool to help your MCVP’s!

14. ❑ Now when you got to
know your target
audience – shape your
product according to
their preferences!
Value
Proposition
STEP 2:
Package your
Product

15. 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!

16. 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

17. ❑ Visual Identity -
Building National
Brand can help you
engage more people!Branding
STEP 2:
Package your
Product

18. Building a “ Unique and
ENGAGING”
NATIONAL UMBRELLA
BRAND...
By definition: provides a
opportunity 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!

19. 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.
communicat
e
How do we do
this?
July- august

20. GCPs from the network

21. ❑ Customize your offer to
your specific audience
Sub
Brands
STEP 2:
Package your
Product

23. 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

24. Marketing Campaign
Allignment of
all our
activities in
campaign
Clear
allocation of
responisibilti
es
Engagement
and reach!
Marketing Campaign Planning Tool
http://www.myaiesec.net/content/viewfile.do?contentid=10278275

25. Executing
your
marketing
campaign

26. What to take in
consideration for my
implementation?

27. Se
p
Oc
t
No
v
De
c
Ja
n
Fe
b
RAISE
MATCH
REALIZE

28. 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.

29. What should happen
in the local level
during this time?

30. Start with Team Preparation!
Team Selection
Trainings
Team Bulding
oGCDP: Set right profile and define
team start date
TM: Define recruitment timeline
considering team start date
TM: AIESEC Induction
oGCDP: Area training
oGCDP: GTKEO, Integration, Team
identity, team values
Timeline: 1st Month
Duration: 2 weeks

31. Communication Plan
Stands and physical promotion
Virtual Channels Promotion
Timeline: 2nd Month
Duration: 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?

32. 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

33. Every month, make sure your LCs are following the
timeline
As 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 September
Create clear deadlines and be aware of it!

34. 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!

35. GCPs: AIESEC in Tunisia

36. GCPs: AIESEC in Austria

37. More GCPs ☺
*AIESEC Egypt oGCDP Sub Products
http://www.myaiesec.net/content/viewwiki.do?contentid=10275755
*AIESEC Vietnam Program Booklet and Website
https://www.dropbox.com/sh/cdof4itd5r2sgrt/AAD52btqSzzBQXU3vLX1BWg8a/G
C%20Booklet%20IBP%20EN.pdF
http://aiesec.vn/global-citizen-program/social-isses/

38. Thank you!