- The #HelloMauritius campaign was launched in October 2014 through online platforms like Facebook and Twitter to portray Mauritius as more than just beaches. - The marketing plan aimed to reach 8000 people through various channels using the #HelloMauritius hashtag and messages about adventure and discovery in Mauritius. Good results were seen such as growth in Facebook likes and reach. - Challenges included helping local members understand the campaign and increasing penetration in universities. Going forward, the Youth20 project will be launched to further engage youth and bridge gaps between students, organizations and companies in Mauritius.

1. MAURITIUS
HELLO
REPORT
#HELLOMAURITIUS

2. MessageofMCVPMarComm
TheLogo
The Campaign logo waslaun-
ched at the end ofOctober
2014 through our different
onlineplatform.Priortothiswe
released little teases in our
internalgroupsandwecreated
theofficialwebsite.
Theideabehindthelogowas
tohaveavisualidentitythatis
simple and portraits the
friendly behaviour of Mauri-
tians.
Atalaterstage,thecomplete
visualidentitywascreated.
Hello
Poweredby
IfyouGoogleMauritius,yougetbeautifulsandyand
exoticbeaches.Thesearealmosttruepicturesofthe
island.But,Mauritiusismuchmorethanthisandthis
iswhatwewantedtoportraitthrough#HelloMauri-
tius.
WelcometotheReportof2014wherewewillshow
whathasbeendone,theresultsandthechallenges
wehad.
“Mauritiusismuchmorethansandybeachesandbluelagoons”

3. TheMarketingPlan
Goal Target
Channel Message
-8000peoplereached
-EntityEngagement
-500viewsonwebsite
-ToppageinMauritius
-60GCDPEPs
-Facebook
-Youtube
-EmailMarketing
-Twitter
-PhysicalTouchpoints
-#HelloMauritius
-Adventure&Discovery
-There’saMauritianin
Everyone
-MCPs
-MCVPs
-LCPs/LCVPs
-TMP/TLP
-EPs
Theaim behindthemarketingplanwastoidentifythedifferent
touchpoints,KPIsand Channelsthatwewillbeusingforthe
campaign.
Itwasalsoattachedtoabehaviorthatwewantedtodrivein
ourmembers-ThesenseofbelongingandimpactingMauritius
TheBasicMarketingPlanwasdefinedaccordingtothelocal
reality.Takingalsointoconsiderationsothercampaignsrunning
(SPECS&JOIN_AIESEC)

4. TheTimeline
CampaingLaunched
Thewhybehind(ProductDescription)
CoW explainedtotheEntity&Engagement.
PromotionofGCDPProjects&CountryPromotion.
Creationanduseof#HelloMauritius
ManagingChange
-ChatwithEntity.
-VisualandImplementationGuidelines.
Engagement
Asked thememberstosharewithusthebestpictures
thatdescribedMauritius.
Creationof#HelloMauritiusGoodies.
MarketPenetration
-CreationofGoodiesforTMP&GCDP/GIPEPs.
-Partnershipwithlocalcompanies,NGOs&Organizations
BrandEvolution
- Youth20 launched to increase engagementoverthe
country.
-MoreEwAs
WebsitelaunchedtogetherwithLogo&VisualIdentity
Websitecontent:InformationaboutAIESEC,Picturesand
descriptionofAIESEC.
Channelsused:Facebook,Mail&Twitter

5. TheVisuals
TheVisuals

6. TheResults
TheImpactLocally
TheImpactInternationally
TheChallenges
-FirstPagewithmostviewsinMauritius.
-19%GrowthinLikes
-63%GrowthinReach.
-Best#HelloMauritiuscontentreachis3200.
-AIESECMauritiusPage5thintheworldaccordingto
MeltWater
-RecognizedimpactthroughoureventsinNGOs.
-PartnershipsstartedwithNGOssuchasLionsClub&
SlowFoodNetwork.
-EngagementofMembersgrew.
-CountryPromotion.
-NumberofEPsapplicationincreased.
-#HelloMauritiusPackageforEPs.
-CustomerLoyalty.
-DifficultCoW understandinglocally.
-Lowresources(Website)
-Conversionrateis56%
-SlowpenetrationinUniversities.

7. TheTshirt
IncreasingBrandvisibilityandloyaltythroughtheproducts
wedelivertoourcustomers.
AzharJugoo,
iGCDPProjectManager

8. Howwedidit?
#HM
eMail Twitter
Website
The customer(EP orMauritian)applies
throughouronlinechannels.
OurTask
Weusehighqualitymaterialswithlinksto
sign-upforms,websitelinkandHashtag.
OurFacebookapp:http://on.fb.me/1FDGvVn
OurTask:ValueProposition
ToEPs:ProposeourGCDPProjects+Give
more information aboutAIESEC and the
country.
TToMauritian:Givemoreinformationabout
AIESEC & UpcomingEvents.Invite to like
ourFaceBookpage.
Stranger1
OpenLead2
OurTask:Support
To EPs:Send How-To’s,Information &
Administrativeinformation.
ToMauritian:Invitetoevents,Engagecon-
versation&Sendwhat’scominginAIESEC.
SendThankYouMailafterevent.
AIESECMauritius-LionsClubWalkforHealth
InProgress
3
Hello
Poweredby

9. Howwedidit?
We use high qualitymaterialsto attract
thecustomers.Weusethewebsite,hash-
tagandsignupforms.
We send sign-up acknowledgementmail
withlinkstoourotheronlineplatforms
#HelloMauritius
Customermatch:Action&Convert4
Weprovide
toEPs:Websitecontent,EPBooklet,#He-
lloMauritiusTshirts&#HelloMauritiusPack.
to Mauritian: #HelloMauritius Tshirts &
Supportinginformationforthem tobepart
ofAIESECorourevents.
CustomerMatch:Develop
Promoter
5
Weinvite
theEPs:TosharetheirexperienceinMauri-
tiusthrough pictures,videosortestimo-
nials.
toMauritians:Sharethebestpicturethey
deemedtorepresentthecountryandwe
providelinktoouropportunities.
6

10. What’sNext?
Wecreatedthebaseofthecampaign.Thenextstepswill
be.
-Toimproveourconversionstrategy.
-Toincreasethebrandinternationally.
-TointroduceYotuh20forlocalstobridgethegapbe-
tweenstudents,companiesandorganizations.

11. #Youth20
WhatisYouth20?
Youth20,willbethebigprojectof
#HelloMauritiustokickoff2015.
The aim is to bridge the gap
betweentheyouthofMauritiusto
the Mauritius2020 goals while
having fundamental discussion
withEntreprenneurs,NGOsLea-
ddersandManagersforexample.
Youth20willstartwithlittleevents
engagingtheYouthandencoura-
gingthem totalkabouthowthey
seethecountryin2020.
Thiswillculminatetoourannual
YouthtoBusinessForum.
Whatstheflow?

12. Foranyquestions
BholanauthJason
MCVPMarComm,AIESECMauritius
jason.bholanauth@aiesec.net