5. Understand Understanding internal and external reality based on historical data
Focus
Select Main Target Markets (based on Sub-Products for GIP/ Issues for GCDP/ Profiles
for TMP)
Customize Evolving product value and packaging based on this
Attract Engaging target audience and positioning the product strategically across channels.
Close
Ensure that the people you engage are directed by a "Call to Action" towards signing
up as a potential customer.
Convert
Now that you have people that have expressed interest (also known as "leads") then
the task to to ensure that they are finally selected & Raised as a Customer (Member,
EP/TN)
Delight
Once raised as a customer, there's a need to look into measures to ensure proper
Customer Experience Management.
Showcase
Through out an AIESEC Experience, there are many stories and insights that are worth
showcasing to the external environment that would help to attract more customers or
promoters for AIESEC.
P
L
A
N
N
I
N
G
7. GOAL SETTING Through
Backwards Planning
1-- Set RAISE GOALS > 2-- Set IN REVIEW Goals >3-- Set IN PROGRESS Goals 4-- Set Target for OPEN Leads
(All must have a good
understanding of each
others’ key metrics.)
Creates In review, In Progress,
Sign up Goals
Creates Ra-Ma-Re Goals
VP Communications
Exchange Responsible
Raises In Review (Selection) In Progress Open Leads
Total GIP
Raises
# Teaching Total # of In
Review
# Teaching Total # of In
Progress
# Teaching Total # of
Open Leads
# Teaching
# Marketing # Marketing # Marketing # Marketing
# IT # IT # IT # IT
Raises Master Issues Total In Review (selected) Contacted (in progress) Applications
EDUCATION 13
1. Career Development
2. Cultural Understanding
5
8
27
EDUCATION 15
100
EDUCATION
40
30
160
EDUCATION 90
ENTREPREUNERSHIP 10 1. Economic Growth 10 ENTREPREUNERSHIP 12 ENTREPREUNERSHIP 30 ENTREPREUNERSHIP 70
8. An Effective Product and Positioning
Strategy relies on knowing WHO you’re
selling to and HOW they think.
12. You should choose a specific target audience
You need to understand their:
Wants
Needs
Interests
what context they’re living
now
13. Common Mistakes 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
15. UNDERSTAND HOW THEY THINK
UNDERSTAND
--------
FOCUS
Identify your target customer profiles (for each key sub-product).
Try to gain insights from their stakeholder perspective.
• 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 COMM
16. PROGRAMME BRAND Sub- Brand Master Issues Segments & Year
Ra
Goals
App Goals Countries
Month of
Realization
1. Cultural
Understanding
Pedagogy (AUTH) - 3,4 5 10
Italy February
Eidiki Agogi (Volos) - 3,4 3 6
2. Career
Development
Italian Literature (AUTH) -
Grads
3 8
Italy(Trento?),
Romania, Poland
January
Psychology (AUTH) - Grads 2 5
1. Economic Growth
Economics (AUTH) - 3, Grads 5 12 Romania January
Political Sciences (AUTH) - 3 2 5
Italy February
Economics (AUTH) - 3 3 8
Target Audience
19. 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
events, classrooms, stands, bus stops, etc.)
3. Determine KPI’s for each of these channels that clarify the ROI of these
channels for the marketing campaign
20. Methods / Channels Quantity/ Goals
Social Media Posts
Marketing Video one video in December
Testimonial/ Story Showcase total of 8-9 stories
Images edited with messages and visuals everyday
Facebook groups of AUTH departments 2-3 per group per week
Facebook groups of NON-AUTH departments 2-3 per group per week
Blog Posts
Appearance in websites-blogs (mycampus,storybox.gr) 1 per month
Refresh Web Site 1 time
External Newsletter 2-3 per month
PR Activities
Universities website 2 per month
Portal grads 2 per month
University email 2 per month
Presence in external events grab every chance!
Physical
Explore Days (classrooms) total of 10
Announcements in Secretaries 5-7 per week
Explore Seminars (info meetings) 2-3 per week
Posters in university total of 30
Contact management every 1-2 days
Presence in academic events (Job Fair) 11-Dec
Events in Colleges 1 time
Channels
23. MESSAGE
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.
Απόκτησε επαγγελματική εμπειρία
στο εξωτερικό!
24. MESSAGE
Your Messaging should be based on the answer to the question—
“Why should I buy into this specific opportunity?”
Customize a Value Proposition for each Issue
(Teach to Learn)
List down the Key Benefits a customer will gain from the opportunity
under this specific issue ?
(ex. Gain personal development, make a difference in children’s lives)
What are the Reasons to believe/ Proof points for this issue?
(ex. Stories, testimonials, Impact of projects)
25. Value Proposition
Οφέλη από το πρόγραμμα explore- value propositions
• Διαπολιτισμική εργασιακή και μαθησιακή εμπειρία στο εξωτερικό
• Άμεσο θετικό αντίκτυπο στην κοινωνία
• Προσωπική Ανάπτυξη
PROGRAMME BRAND Sub-Brand Master Issue Sub issue Segemnt & Year Value Proposition Why now
1. Cultural
Understanding
Cross Cultural
Leanring Dialoges
Pedagogy
Πρακτική εμπειρία διδασκαλίας και στο εξωτερικό
μετά την εμπειρία στην Ελλάδα, let yourself know
another culture
Now we know the
programs and the quality
of those. Until summer,
poios zei poios pethenei!
Many things can make you
postpone for ever!
Psychology Πρακτική εμπειρία στο να διαχειρίζεσαι μια τάξη
Eidiki agwgi (volos)
Επαφή με νέους από όλον τον κόσμο, εξάσκηση
αγγλικών
Italian Literature
απόκτησε ένα σημαντικό χαρτί για το μεταπτυχιακό
σου
2. Career
Development
Soft Skills
Career Planning
Graduates of dare to overcome your personal boundaries
Psychology educate and impact through yourself
and Italian Literature Practise your Italian
1. Economic Growth
Entepreunership
Social Business
Org Development
Economics
Put your knowledge into action, CV empowerment,
Επαφή με επιχειρηματικό κόσμο και δίκτυο στο
εξωτερικό
Political Sciences Improve your business skills
Form the next generation of responsible leaders
