Attracting the Right Person Strategy

Attracting the right Person
Become a Master

If your entity needs…
To strengthen the brand of the organization
To attract your target audience with right expectations
To improve your conversion rate

#ThinkAheadActNow #GreeceSpeakUp

Attracting
the Right
EP
oGIP & Mkt Synergy
Building your
attraction strategy
Executing
Standardizing Process:

WHY SYNERGY?
• It is not just up to front of back-office operations (GIP) to design the
whole programme plan.
• Back-Office needs to design the whole process, and take inputs from
the front office. The VP MKT has a consultancy role. The
responsibility remains to the VP Exchange
• Having unified goals and purpose within the team is very important.

Build strategies
together
Clear Common
Goals and
Tracking Metrics
Clear allocation of
responsibilities
Have (bi)weekly
meetings
Create a routine, track
and check
implementation and
results
Use your Backwards
plan to decide Leads
and Apply goals
Also track KPIs as
Conversion Rate
Define responsibilities
based on conversion
flow
Define needs for oGIP
and build Marketing
strategies to support it

• Participate in PR Events to connect
with companies and students

• Invest on Advertising

• Create new Campaigns, invest in creative
message
What are the borders of your classroom?
Teach To Learn Campaign

• Create new Campaigns, invest in creative
message
• Participate in PR Events to connect
with companies and students
• Invest on Advertising
• Additional graphic materials

Goal
Target
Audience
Channel Message

Your main Marketing/
Communications target is the
same as your ELD goal and
should therefore also be
tracked based on your
chosen segmented markets.
Have raising goals for each
sub-product.
Campaign should be customized
towards your specific target
audience.
Therefore understand their wants,
needs, interests and what
context they’re living in during the
time period when you wish to run
the campaign.

Answers to the questions...
• Which channels’ do our Targets
normally visit?
• How often do they go to these
places?
• What do they do there?
Answers to these types of questions
will help you clarify..
(1) Which Channel/ Places should you
focus on for your promotions? and,
(2) When is the best timing for you to
release your materials?
You will have a Main Message/ Tag-line that
captures and communicates the Unique Value
Proposition of your Programme to your Target
Audience. You will also have to further customize
how you package this according to each channel
you plan to utilize.
(1) Main Message: To come up with the general
theme and tagline for your campaign, you should
base this on what will be most attractive and
engaging to your Target Audience.
(2) Customized Messages for Channels: Your
general message should then be customized
according to each channel you will be using it in.
Especially for online social media, this will help
“optimize” engagement and drive stronger
influence.
For more marketing information about the GTCM check the Wiki A Guide To Marketing

Remember your RE goal for
different sub products and your
partners did in your planning

Understand
your
Customer

An Effective Product and Positioning
Strategy relies on knowing WHO you’re
selling to and HOW they think.

Know your
customer
Know
how
they
think
Use Most
Influential
Channels
Customise
your
Message
Target
Audience
Channel Messageand

TARGET AUDIENCE

Define the "right EP" by Building a Customer Profile

Common Oversights in defining your
Target Audience
Thinking your customer is the
same for all the products
Having an overview of your
customer that is too general
Not thinking the way
your customer does
For more marketing information about the Customer Flow check the Customer Research Wiki

STEP 1: IDENTIFY YOUR CUSTOMER
Build a Customer Profile Map
BACKGROUND
(Working/ Academic)
LANGUAGE ABILITY
(Language and proficiency)
TIME AVAILABILITY
(When are they available?
For how long?)
INTERESTS/ NEEDS
(what motivates them in
everyday life?)
Informed by:
• OPS/ ORS analytics
• Trends in
backgrounds
• NPS Promoters
• Trends in
Top promoter
Reasons
• Comments
Responsible:
VP Exchange
•
This is your basic understanding
of your ideal customer

STEP 1: IDENTIFY YOUR CUSTOMER
BACKGROUND
Web Development
(or Other specific technical
programming skills)
LANGUAGE ABILITY
English – Intermediate to
Excellent
TIME AVAILABILITY
3 months starting April
INTERESTS/ NEEDS
- Aspiring Entrepreneur
- Wants to gain
professional learning
Informed by:
• OPS/ ORS analytics
• Trends in
backgrounds
• NPS Promoters
• Trends in
Top promoter
Reasons
• Comments
Responsible:
VP Exchange

At this point, you've already formed your first level
understanding of who your customer is!
Next, it's time to get a more in depth perspective!

STEP 2: UNDERSTAND HOW THEY THINK
Build a Customer Insights Map
• Based on your basic understanding conduct External Market Research
• Run surveys/ interviews/ assessments to understand:
• Where you’re customers are and when they are there?
• What they’re state of mind is at that touch point?
• What needs do they possess at that given point?
Main Responsible: VP Comms

Know your
customer
Know
how
they
think
Use Most
Influential
Channels
Customise
your
Message
Target
Audience
Channel Message

MESSAGE
Your Messaging should be based on the answer to the question—
“Why should I buy into this specific opportunity?”
1. Customize a Value Proposition for each Issue
(Example: Teach to Learn)
1. List down the Key Benefits a customer will gain from the
opportunity under this specific issue ?
(ex. Gain personal development, make a difference in student’s lives)
2. What are the Reasons to believe/ Proof points for this issue?
(ex. Stories, testimonials, Impact of projects)

CHANNELS
1. With your Customer Profile Research, identify the Key Channels
which present ideal opportunities for you to connect with your
target audience
2. Can be online (ex. social media channels) or physical
channels (on campus, bus stops, youth events, etc.)
3. Determine KPI’s for each of these channels that clarify the ROI
of these channels for the marketing campaign
4. A Customer Journey Map can help!

What is your end goal? Everything you do
from this point is to drive the end goal.
To send students abroad!
G T C M
Example
Goal: 300 EP’s raised. With a 50%
conversion rate — you will need 600
qualified leads.
Target: Senior University students in
English, International Relations, Business
looking to develop their language skills
Channel:
- Offline promotion: University (Events,
Classroom Talks, Booths, Newsletters)
- Print (3 Flyers for the 3 countries)
- Online Facebook & Website campaign
- Email Marketing for Follow Up & Nurture
Message: Teach abroad this Summer
and impact entire communities
through education. Develop yourself
while developing the potential of
others.
Keywords: Impact, Develop, Teach,
Educate,
To provide 300 senior university students who are graduating soon
on Global Talent Teaching Internships in India, Colombia, Brazil
this Summer for 3 months.

Example
Take a look what
AIESEC in Colombia
done: Speak to one
target audience
interested in IT
internship.

Thank You!

Attracting the Right Person Strategy

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