5. 3Focus
Brand Re-design
Brand toolkit
Education, coaching & consultancy
Messaging creation and development (brand &
sub-brands)
Implementation on different mediums/channels
1 Brand Evolution
(ex.aiesec.org)
Brand Audit Survey 2 Engagement
Tailored Marketing Campaign
3 Org reputation
building
6. Brand KPIs
•No. of respondents to brand audit survey
•% of respondents that have the correct brand association
•No. of Leads generated through market positioning strategy on ORS
Brand Control KPIs
No. of respondents to brand audit survey
% of respondents that have the correct brand association
No. of Leads generated through market positioning strategy on ORS
Expected Outcome
7,000+ youthspeak respondents
% correct brand association
Increased % of ORS registrants converted to customers
7. 3
Focus
Online Engagement:
1 Brand Evolution
Key Online Projects
oCultureShock,
oAIESEC India Blog 2 Engagement
oSocial Media Campaigns
Drive: Daily Content Evolution Org reputation
oShowcasing 3
building
Move: Traffic Optimisation
o Unique Visitors, Visiting/Month
Convert: Online registration system
o ORS
8. Massive Online Engagement KPI’s
•Reach on Main Social Media Channels:
•No of followers on twitter
•No of Likes on facebook
•No of members in Linked in Group
•No of promoters (people talking about AIESEC)
•No. of Conversions from social media channels to website (inbound links)
•No. of leads on ORS that are generated from Online Channels (CTA on
Website)
Expected Outcome
% growth on all Facebook, Twitter, Linked In
Growth in % of active users
Increase in number of leads generated from Social Media on ORS
9. 3Focus
Offline Engagement:
On Campus Activity/Promotion Marketing
1
College Fests
Events Engagement
Youth Empowerment 2
Database Collection Org reputation
Direct to www.aiesec.in 3
building
10. Massive Offline Engagement KPI’s
•No. of Associate Members
•No. of Database Registration from Offline Activities
•No. of leads on ORS that are generated from Database
Expected Outcome
% growth on all Facebook, Twitter, Linked In
Growth in % of active users
Increase in number of leads generated from database on ORS
11. 3
Focus
1 Marketing
Partnerships and Alliances
Events and Awards
Showcasing 2 Online Engagement
Media Coverage [Print, Radio, TV] Org reputation
3
building
12. Organizational Reputation Building KPI’s
•Recognition received (in the form of awards, status or certification)
•Reach of our Publications and Media Exposure
•Respondents of ORS/ Brand Audit that were "recommended" to join AIESEC
•Answers of respondents of ORS/ Brand Audit on the question "Where did you hear
about AIESEC?"
Expected Outcome
% correct brand association
Reputable status maintained/ achieved (ex. UN)
Awards Received (ex. World Blu)
Increase in media Exposure around National lead initiatives (Y2B, External Events and
Alliances)
ORS results
Increase in Leads and contacts generated by events and public relations activities
Increase in Promoters
