Hellooo amazing
promoters!
Hope you’re proud to be COMM!
Who am I?
Sotiris, 20
LCVP COMM
Building relationships with people
leads to better long-term cooperation!
Dey Dos
A few things about me!
 I’m totally random!! (please get used to it)
 I’m (almost) never stressed
 I’m generally very c...
A few things about me!
07.03.2013
04-07.04.2013
21.10.2013
A few things about me!
16.11.2013
A few things about me!
08.03.2014
What about you?
What is a brand?
Brand is not simply a logo
Brand is not only a slogan or a vision
Brand is not only a product or a service
What is actually a brand?
A brand is the feeling
that somebody associates
with a specific product,
service or organization.
What’s the Coca Cola of cigarettes?
The Marlboro of vodka?
The Absolut of sport shoes?
The Nike of coffee shops?
The Starb...
The Brand Experience
The Brand Experience is a simple way to
understand how our target audiences
experience AIESEC.
Differentiator
Youth Driven (energy, passion, emotion, leading, youth)
Impactful (a kind of experience our stakeholders ha...
Essence
as a
brand!
OGX GCDP
Market research
What AIESEC does?
 20% know AIESEC for both internship and team
experience
 9% or both internship, leadership developmen...
Our Why:
Peace and Fulfillment of Humankind’s
potential  Bring change in Greece
Our How:
“We enable young people to devel...
The must-have experience for every student
An intense, impactful experience abroad
An experience that can change your life...
SHOW THEM THE
IMPACT
Communicating
 Materials
 Info Days/Hours
 Booth
 Classrooms
 Announcements
 Social media posts
 Events
 Universit...
Communicating
Social Media Events
Classrooms
+
Stands
Strategically
Communicating
Say your own story-experience
through simple, understandable and
practical ways
is about people, and people
have stories to share!
Remember…
People who are looking for
a leadership experience!
People who like
taking advantage of
new opportunities!
People who want...
Do not try to show interesting or special
Listen to the other people
6+1 Steps of effective Promotion!
ListenBefore you talk
 What is the Perception about Explore?
 What about our competitors?
 What is the differentiator?
1
HAVE
A GOAL
You need to know where you want to go!
What are you trying to reach?
That’s the only way to achieve it!
2
Know
The Target
 Who is our audience?
 Define personas
 Acquire the needs (Do I cover some
needs?)
3
DefineThe CHANNELs
 What is the most
effective way to reach the
people we want?
 Where can I find them?
4
“You need to fish where
the fish are”
KeithWeed, CMO, Unilever
FIND
The RIGHT
MESSAGE
 How are we going to attract the people
we want?
 What is the most effective way to
reach them?
5
Create
ATTRACTIVE
CONTENT
6
6 Keep It
Short Simple Sweet
Sexy Useful Relevant
6
6 It’s all about Relevance
60% of young graduates
are prepared to leave
Greece for a new job.
82% state that it is
importa...
You can’t
jump anymore
Evaluate
Everything
+1
Strategy without evaluation
is just a road to failure!
Do you know what this is?
Push past “good”.
Good feels good.
It’s cozy.
But good doesn’t do
anything interesting.
Jaime Robinson, Executive Director...
Traditional 3-step Mental Model of
Marketing
New Mental Model of Marketing
Push & Pull
Y o u
C A N
become
In this team
Most
Creative
People
Absorb everything
around you and live with
your eyes wide open.
Everything is relevant
to you at one point.
Justin Cooke, ...
Be curious. And slightly
paranoid! (What
opportunity am I
missing?)
Rebecca Van Dyck, Head of Consumer
Marketing, Facebook...
Challenge yourself out
of your comfort zone!
That’s where the magic
happens!
Pieces of advice! 3.
Communicating "explore" for Team Members
Communicating "explore" for Team Members
Communicating "explore" for Team Members
Communicating "explore" for Team Members
Communicating "explore" for Team Members
Communicating "explore" for Team Members
Communicating "explore" for Team Members
Communicating "explore" for Team Members
Communicating "explore" for Team Members
Communicating "explore" for Team Members
Communicating "explore" for Team Members
Communicating "explore" for Team Members
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Communicating "explore" for Team Members

  1. 1. Hellooo amazing promoters! Hope you’re proud to be COMM!
  2. 2. Who am I? Sotiris, 20 LCVP COMM
  3. 3. Building relationships with people leads to better long-term cooperation! Dey Dos
  4. 4. A few things about me!  I’m totally random!! (please get used to it)  I’m (almost) never stressed  I’m generally very confident  Sometimes I can be really stubborn  Sometimes (or a lot of times) I might seem angry but do NOT get scared!  I can’t hold a grudge!   I love Marketing, Tennis, Technology, designing stuff  I use more English words than Greek ones! xD  Rumors (Other people) say: I have many ideas, I’m very creative, I’m sometimes rude
  5. 5. A few things about me! 07.03.2013 04-07.04.2013 21.10.2013
  6. 6. A few things about me! 16.11.2013
  7. 7. A few things about me! 08.03.2014
  8. 8. What about you?
  9. 9. What is a brand?
  10. 10. Brand is not simply a logo
  11. 11. Brand is not only a slogan or a vision
  12. 12. Brand is not only a product or a service
  13. 13. What is actually a brand?
  14. 14. A brand is the feeling that somebody associates with a specific product, service or organization.
  15. 15. What’s the Coca Cola of cigarettes? The Marlboro of vodka? The Absolut of sport shoes? The Nike of coffee shops? The Starbucks of small city cars? The Smart of beer? The Heineken of computers? The Apple of Youth Leadership Development?
  16. 16. The Brand Experience
  17. 17. The Brand Experience is a simple way to understand how our target audiences experience AIESEC.
  18. 18. Differentiator Youth Driven (energy, passion, emotion, leading, youth) Impactful (a kind of experience our stakeholders have when they interact with AIESEC and the positive impact that it can have on them or the society) Experience ( individual experience of our stakeholders, leadership opportunities, international exchange, global learning environment)
  19. 19. Essence
  20. 20. as a brand!
  21. 21. OGX GCDP Market research
  22. 22. What AIESEC does?  20% know AIESEC for both internship and team experience  9% or both internship, leadership development and team experience  35% for team experience  60% for internship
  23. 23. Our Why: Peace and Fulfillment of Humankind’s potential  Bring change in Greece Our How: “We enable young people to develop themselves into the kind of Leaders that bring change.” Our What:
  24. 24. The must-have experience for every student An intense, impactful experience abroad An experience that can change your life An experience that develops your leadership characteristics
  25. 25. SHOW THEM THE IMPACT
  26. 26. Communicating  Materials  Info Days/Hours  Booth  Classrooms  Announcements  Social media posts  Events  University services  There’s room for more
  27. 27. Communicating Social Media Events Classrooms + Stands Strategically
  28. 28. Communicating
  29. 29. Say your own story-experience through simple, understandable and practical ways
  30. 30. is about people, and people have stories to share! Remember…
  31. 31. People who are looking for a leadership experience! People who like taking advantage of new opportunities! People who want to learn how to work in teams!
  32. 32. Do not try to show interesting or special Listen to the other people
  33. 33. 6+1 Steps of effective Promotion!
  34. 34. ListenBefore you talk  What is the Perception about Explore?  What about our competitors?  What is the differentiator? 1
  35. 35. HAVE A GOAL You need to know where you want to go! What are you trying to reach? That’s the only way to achieve it! 2
  36. 36. Know The Target  Who is our audience?  Define personas  Acquire the needs (Do I cover some needs?) 3
  37. 37. DefineThe CHANNELs  What is the most effective way to reach the people we want?  Where can I find them? 4
  38. 38. “You need to fish where the fish are” KeithWeed, CMO, Unilever
  39. 39. FIND The RIGHT MESSAGE  How are we going to attract the people we want?  What is the most effective way to reach them? 5
  40. 40. Create ATTRACTIVE CONTENT 6
  41. 41. 6 Keep It Short Simple Sweet Sexy Useful Relevant
  42. 42. 6
  43. 43. 6 It’s all about Relevance 60% of young graduates are prepared to leave Greece for a new job. 82% state that it is important for them to find a job that fits with their academic studies 53% of them consider internships as a highly effective tool to get employed.
  44. 44. You can’t jump anymore
  45. 45. Evaluate Everything +1 Strategy without evaluation is just a road to failure!
  46. 46. Do you know what this is?
  47. 47. Push past “good”. Good feels good. It’s cozy. But good doesn’t do anything interesting. Jaime Robinson, Executive Director, Pereira & O’Dell
  48. 48. Traditional 3-step Mental Model of Marketing
  49. 49. New Mental Model of Marketing
  50. 50. Push & Pull
  51. 51. Y o u C A N become In this team Most Creative People
  52. 52. Absorb everything around you and live with your eyes wide open. Everything is relevant to you at one point. Justin Cooke, CEO, Innovate7 Pieces of advice! 1.
  53. 53. Be curious. And slightly paranoid! (What opportunity am I missing?) Rebecca Van Dyck, Head of Consumer Marketing, Facebook Pieces of advice! 2.
  54. 54. Challenge yourself out of your comfort zone! That’s where the magic happens! Pieces of advice! 3.
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