0
START UP LC
0-10 Realisations LCVP Comm/
Marketing
Member 1 Member 2
KPI:
• Number of EP’s Raised
(that fit the right Matc...
START UP LC
0-10 Realisations
LCVP JD
• Designs Marketing Strategy with OGX And Marketing Team and ensures
a well designed...
POTENTIAL LC
10 to 40
Realisations
LCVP Comm/
Marketing
Member 1 Member 2 Member 3 Member 4
NOTE:
• Marketing team has 3-5...
POTENTIAL LC
10-40 Realisations
LCVP Comm/
Marketing
Member 1 Member 2 Member 3 Member 4
LCVP JD
• Designs Marketing Strat...
HIGH POTENTIAL LC
40-70 Realisations
LCVP Comm/
Marketing
Brand Team
TL
Member 1
Member 2
Brand Team
TL
Member 1
Member 2
...
HIGH POTENTIAL LC
40-70 Realisations
Brand Teams
• Each Member can handle 1-2 sub-brands/ Programmes
• Market Research
• P...
HIGH VOLUME LC
70+ Realisations
70++
Realisations
120++
Raised
300++
(Ideally, Sign up to
Raise Conversion rate
is greater...
HIGH VOLUME LC
70+ Realisations
LCVP JD
• Designs Marketing Strategy with OGX And Marketing Teams and
ensures a well desig...
0 Be very clear how many members in the Marketing team are
driving oGIP, how many members are driving oGCDP Goals and
how ...
0 When calculating productivity for oGIP in the LC or MC, for
number of members contributing to oGIP add the number of
mem...
0 We have given suggestions for number of members in marketing
teams, however to have the right number of people please us...
AIESEC Marketing OGX Structures
Upcoming SlideShare
Loading in...5
×

AIESEC Marketing OGX Structures

2,844

Published on

How your LC's can structure their Marketing Teams based

0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,844
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
102
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide

Transcript of "AIESEC Marketing OGX Structures"

  1. 1. START UP LC 0-10 Realisations LCVP Comm/ Marketing Member 1 Member 2 KPI: • Number of EP’s Raised (that fit the right Matchable EP Profiles) • # of Leads/ Registrations from each strategy • Increased Conversation Rate from Sign up to Raise NOTE: • Marketing team has 1-3 members (including LCVP) • Marketing Team needs to focus on establishing their market penetration for just 1 Programme (oGIP/oGCDP) and just 1-2 Sub-products/ Issues under this programme 10 to 40 Realisations 30 to 70+ Raised 50 to 150+ Sign ups (Ideally, Sign up to Raise Conversion rate is greater than 30%) Sample Backwards Planning: This means that recruitment activities must be focused enough to get this number of registrations from the right target market Based on Statistics, how many Raises do you nee to get this many realisations? Based on Statistics, how many Sign-ups do you nee to get this many raises? STARTHERE
  2. 2. START UP LC 0-10 Realisations LCVP JD • Designs Marketing Strategy with OGX And Marketing Team and ensures a well designed product- customer flow* • Works with Marketing Member to organise 2-3 KEY channels strategies (can be online or offline) to reach the target audience • Recruitment Period: • Takes on the lead role of managing 1-2 of the Key Strategies and aligned the LC’s towards this. • Ensures that his/ her members are on track and the campaign is running according to timeline • Ensures that OGX is promptly responding to leads/ registrations Members’ JD (1-2): • Year-round: • Ensures website and social media is always up to date with relevant information • Ensures Relationships with Campus/ University is well maintained • Recruitment Period: (for each member) • Supports in designing and developing materials for the Campaign • Takes on the implementation of 1-2 key channel strategies and aligns the LC’s towards this LCVP Comm/ Marketing Member 1 Member 2
  3. 3. POTENTIAL LC 10 to 40 Realisations LCVP Comm/ Marketing Member 1 Member 2 Member 3 Member 4 NOTE: • Marketing team has 3-5 members (including LCVP) • Marketing Team needs to focus on scaling up in their market reach for their focus Programme (oGIP/oGCDP) and just 1-2 Sub-products/ Issues under this programme 30 to 70+ Raised 50 to 150+ Sign ups (Ideally, Sign up to Raise Conversion rate is greater than 30%) Sample Backwards Planning: KPI’s: • Number of EP’s Raised (that fit the right Matchable EP Profiles) • # of Leads/ Registrations from each strategy • Increased Conversation Rate from Sign up to Raise This means that recruitment activities must be focused enough to get this number of registrations from the right target market Based on Statistics, how many Raises do you nee to get this many realisations? Based on Statistics, how many Sign-ups do you nee to get this many raises? STARTHERE
  4. 4. POTENTIAL LC 10-40 Realisations LCVP Comm/ Marketing Member 1 Member 2 Member 3 Member 4 LCVP JD • Designs Marketing Strategy with OGX And Marketing Team and ensures a well designed product- customer flow* • Works with Marketing Member to organise 2-3 KEY channels strategies (can be online or offline) to reach the target audience • Recruitment Period: • Takes on the lead role of managing 1-2 of the Key Strategies and aligned the LC’s towards this. • Ensures that his/ her members are on track and the campaign is running according to timeline Members’ JD (2-3 Channels Experts) • Online Marketing (1-2 members): • Ensures website and social media is always up to date with relevant information, • Explores and develops 1-2 Online Inbound Marketing Strategies • Campus Relations: • Ensures Relationships with Campus/ University is well maintained (Year Round) • Designs and Oversees Physical Recruitment Events Members’ JD (1-2 Designers) • Year-round: • Ensures website and social media is always up to date with relevant information • Ensures Relationships with Campus/ University is well maintained • Recruitment Period: (for each member) • Takes on the implementation of 1-2 key channel strategies and aligns the LC’s towards this
  5. 5. HIGH POTENTIAL LC 40-70 Realisations LCVP Comm/ Marketing Brand Team TL Member 1 Member 2 Brand Team TL Member 1 Member 2 Comms Team TL Member 1 Member 2 40 to 70+ Realisations 70 to 120+ Raised 150 to 300+ (Ideally, Sign up to Raise Conversion rate is greater than 30%) Sample Backwards Planning: Based on Statistics, how many Raises do you nee to get this many realisations? Based on your average conversion rate, how many Sign-ups do you need to get this many raises? STARTHERE NOTE: • Marketing team has 7-10 members (including LCVP) • Marketing Team needs to focus on scaling up in their market reach for their focus Programme (oGIP/oGCDP) and just 1-2 Sub-products/ Issues under this programme • TMP/TLP
  6. 6. HIGH POTENTIAL LC 40-70 Realisations Brand Teams • Each Member can handle 1-2 sub-brands/ Programmes • Market Research • Participate in the synergy meetings with the equivalent teams in oGX function • Leads the development of the content marketing strategy for Their main subproducts/ issues • Year round management of the brand positioning for their assigned sub-brands • It is recommended that someone with graphic design abilities is also within each team LCVP Comm/ Marketing Brand Team TL 1 Member 1 Member 2 Brand Team 2 Channel Mgr. 1 Channel Mgr. 2 Comms Team Member 1 Member 2 Special Comms Team • Builds and Aligns the over-all content strategy of their respective channels to ensure that these spaces continue to contribute more customers and promoters for AIESEC • Works with the brand teams to ensure that marketing content is aligned • Includes management of social media channels, website, online registrations, campus relations, media, PR etc. LCVP JD • Designs Marketing Strategy with OGX And Marketing Teams and ensures a well designed product- customer flow* • Leads Proper and Strong Brand management in the LC • Key role in Managing Crisis Communications • Recruitment Period: • Leads the creation and implementation of the marketing strategy across the different sub-brands and channels • Ensures that his/ her members are on track and the campaign is running according to timeline
  7. 7. HIGH VOLUME LC 70+ Realisations 70++ Realisations 120++ Raised 300++ (Ideally, Sign up to Raise Conversion rate is greater than 30%) Sample Backwards Planning: Based on Statistics, how many Raises do you nee to get this many realisations? Based on your average conversion rate, how many Sign-ups do you need to get this many raises? STARTHERE NOTE: • Marketing team has 10+ members (including LCVP) • Marketing Team needs to focus on scaling up their market reach fortheir current developed brands under focus Programme (oGIP/oGCDP/TMP/TLP) • High Volume LC’s need to especially work on optimising their processes and investing in IT innovations in order to increase their production capacity, These LC’s can work with the MC to develop these evolutions • Don’t expand the team too much horizontally LCVP Comm/ Marketing Brand Team TL Member 1 Member 2 Member 3 Brand Team TL Member 1 Member 2 Member 3 Brand Team TL Member 1 Member 2 Member 3 Comms Team TL Member 1 Member 2 Member 3
  8. 8. HIGH VOLUME LC 70+ Realisations LCVP JD • Designs Marketing Strategy with OGX And Marketing Teams and ensures a well designed product- customer flow* • Leads Proper and Strong Brand management in the LC • Key role in Managing Crisis Communications • Recruitment Period: • Leads the creation and implementation of the marketing strategy across the different sub-brands and channels • Ensures that his/ her members are on track and the campaign is running according to timeline Brand Teams • Each Brand Team can handle 1-2 sub-brands/ Programmes (sub- product for oGIP, issues foroGCDP , TMP/TLP) • Market Research • Participate in the synergy meetings with the equivalent teams in oGX function • Leads the development of the content marketing strategy for Their main subproducts/ issues • Year round management of the brand positioning for their assigned sub-brands • It is recommended that someone with graphic design abilities is also within each team Special Comms Team • Builds and Aligns the over-all content strategy of their respective channels to ensure that these spaces continue to contribute more customers and promoters for AIESEC (ex. Content calendar management, Social Media analysis) • Works with the brand teams to ensure that marketing content is engaging and is aligned to over-all brand objectives • Includes management of alliances, social media channels, website, online registrations, media relations, PR, Campus relations etc. • *IT support can be outsourced LCVP Comm/ Marketing Brand Team TL Member 1 Member 2 Member 3 Brand Team TL Member 1 Member 2 Member 3 Brand Team TL Member 1 Member 2 Member 3 Comms Team TL Member 1 Member 2 Member 3
  9. 9. 0 Be very clear how many members in the Marketing team are driving oGIP, how many members are driving oGCDP Goals and how many members are driving TMP Recruitment 0 Their Goals for sign up, conversion and raise should be based on the programme they are driving 0 JD should be based on the programme they are driving 0 Focus of the marketing team depends on focus of the LC IMPORTANT
  10. 10. 0 When calculating productivity for oGIP in the LC or MC, for number of members contributing to oGIP add the number of members from marketing team whose goals and JD is about driving oGIP growth. Eg: 3 out of 7 members are working on oGIP and 4 on oGCDP then 3 members are included into oGIP productivity data and 4 into oGCDP Productivity data Calculating productivity
  11. 11. 0 We have given suggestions for number of members in marketing teams, however to have the right number of people please use the TM Planning tool for MC and LC which will calculate based on your realization goals and your productivity 0 Link to the Planning tool – TMP TLP Clarity wiki Number of members in Marketing Teams
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×