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A I E S E C C A N A D A : S TA T E O F M A R K E T I N G & C O M M U N I C A T I O N S

“OUR MARKETING HAS
GROWN A LIGHT Y...
L E A D S G E N E R AT I O N

JAN 2013 / JAN 2014 

L E A D S G E N E R AT I O N
359.50% YEAR OVER
YEAR GROWTH

2012

2013...
LEADS QUALITY
L E A D S G E N E R AT I O N =
10,449 LEADS

QUALIFIED LEADS
G E N E R AT E D = 

8637 LEADS

CURRENT QUALIT...
LEADS INTELLIGENCE

521 MARKET QUALIFIED
LEADS AS OF JANUARY 2014

390 (75%) WANT TO
R E A L I Z E M AY- A U G U S T

400
...
S T U D E N T M Where T I N G I Nto go I V E S
A R K E they want I T I AT
M A R K E T I N G C A M PA I G N T O
BOOST OGX M...
C O R P O R AT EWhere they want to N I T I AT I V E S
M A R K E T I N G I go
D E E P E N C O R P O R AT E
R E L AT I O N S...
Y O U T H T O B U S I Nthey wantI toI go I V E S
Where E S S I N T AT
E S TA B L I S H T H E C A N A D I A N
YOUTH VOICE

...
N O T O N LY D I D W E G R O W, 

W E G R E W S M A R T E R . W E E V O LV E D .
Conclusion: Leads generation is at an all...
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State of marketing aiesec canada 2014 q3

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AIESEC Canada State of Marketing 2014

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  1. 1. A I E S E C C A N A D A : S TA T E O F M A R K E T I N G & C O M M U N I C A T I O N S “OUR MARKETING HAS GROWN A LIGHT YEAR” BY GORDON CHING, 
 MCVP MARKETING AND COMMUNICATIONS 13-14
  2. 2. L E A D S G E N E R AT I O N JAN 2013 / JAN 2014 
 L E A D S G E N E R AT I O N 359.50% YEAR OVER YEAR GROWTH 2012 2013 S E P T E M B E R 2 0 1 3 T O J A N U A RY 2 0 1 4 L E A D S G E N E R AT I O N = 10,449 LEADS 145,816 WEBSITE VISITS 8.7% WEB TO LEAD C O N V E R S I O N R AT E
  3. 3. LEADS QUALITY L E A D S G E N E R AT I O N = 10,449 LEADS QUALIFIED LEADS G E N E R AT E D = 
 8637 LEADS CURRENT QUALITY OF MARKETING = 82% MARKET 
 QUALIFIED LEADS 521 LEADS SEPT 2012 - DEC 2012 
 HISTORIC QUALITY
 (997/2182) = 45%
  4. 4. LEADS INTELLIGENCE 521 MARKET QUALIFIED LEADS AS OF JANUARY 2014 390 (75%) WANT TO R E A L I Z E M AY- A U G U S T 400 350 300 55 (11%) WANT TO R E A L I Z E S E P T- D E C 250 200 W H AT T H E Y S T U D Y 150 100 50 es Sc ie nc w La ie tu d In t'l S er ne gi En s g in n at io uc /P o on Ed ly Sc i i Sc p C an om Ec Ar ts /H um Bu si n iti es s es 0 42 (8%) WANT TO REALIZE JAN - APR (2014) L I N K T O I N - D E P T H I N T E L L I G E N C E A N A LY S I S 30 (6%) WANT TO REALIZE SOMETIME IN 2014
  5. 5. S T U D E N T M Where T I N G I Nto go I V E S A R K E they want I T I AT M A R K E T I N G C A M PA I G N T O BOOST OGX MQL #’S IN 
 F E B - M AY C O N T E N T + D I G I TA L MARKETING FOCUSED ON SOCIAL & VIDEO (3 VIDEOS) WEBSITE: GLOBAL INTERNSHIPS SECTION DEVELOPMENT + FRENCH I M P L E M E N TAT I O N C A M PA I G N W I L L E N G A G E ALUMNI AND MEMBERS. R E S TA R T A L U M N I NEWSLETTER Campaign is designed to showcase 
 with the theme of “3” To showcase what you can do in 3 minutes, 3 years in AIESEC and 30 years past AIESEC. 
 Will connect clearly to the “awareness” stage of a lead Followed by 2 more videos on “consideration & decision making stage” delivered to leads prior to summer realization. 
 
 Generate: 15,000 leads 
 and establish benchmarks for 
 website visitor loads
  6. 6. C O R P O R AT EWhere they want to N I T I AT I V E S M A R K E T I N G I go D E E P E N C O R P O R AT E R E L AT I O N S & P R E S E N C E I N TORONTO SECURE PUBLIC SPEAKING A N D R E P R E S E N TAT I O N @ INDUSTRY & STUDENT EVENTS P U B L I C R E L AT I O N S A N D M E D I A P U B L I C AT I O N CONNECTING WENDY TO S T R AT E G I C S A L E S O R I E N T E D EVENTS Goals: 
 15 Article Publications 
 10 Speaking Engagement
 50 TN Leads
  7. 7. Y O U T H T O B U S I Nthey wantI toI go I V E S Where E S S I N T AT E S TA B L I S H T H E C A N A D I A N YOUTH VOICE AMPLIFY AND SECURE SURVEY NUMBERS FOR LEGER SURVEY DEVELOP THE YOUTH VOICE A M P L I F I E R S A N D A F F I L I AT E PA R T N E R S G R O U P YOUTH TO BUSINESS WEBSITE DEVELOPMENT Desired ROI: 
 500+ surveys completed
 Stretch: 1000 participants on Leger Survey
  8. 8. N O T O N LY D I D W E G R O W, 
 W E G R E W S M A R T E R . W E E V O LV E D . Conclusion: Leads generation is at an all time high, quality is higher than ever before, open leads are down to 10% remaining. marketing is more focused, targeted and sub-product oriented. 
 
 Huge opportunity lies in front of AIESEC Canada to potentially double exchange numbers if we can develop a strategy to identify key growth areas, and further increase conversion rates leading into MQL’s (market qualified leads) + OGX EP raise/realizes. 
 
 The struggle may potentially lie in how can we ensure that local committee’s have the talent capacity and resources to manage this influx and deliver. And also the national marketing strategy to support the lead nurturing process to ensure continual engagement until realization peak of the Summer. I will personally be running several marketing summits in identified high-potential markets to ensure proper knowledge and alignment. 
 
 Corporate marketing is just beginning and will be the first time we are thinking in this dual mindset. The Canadian Youth Voice movement is gaining momentum as we further develop our expertise in how we can leverage the data and external community. Wendy’s focus on front-end sales has been extremely helpful in being able to deliver on sales leads generated via corporate engagement from marketing.
 
 The next few months will be extremely critical if we are to potentially double our Outgoing Exchange numbers and that requires a “one direction” mentality from national to local levels of initiatives.
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