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Focus on peaks o gcdp tier 4


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Focus on peaks o gcdp tier 4

  1. 1. Product Packaging (Focus on Peaks) oGCDP | Tier 4
  2. 2. ❑ There is more TN supply during peaks ❑ It’s easier to raise EPs because of holiday ❑ Focus our energy Why focus on peaks?
  3. 3. ❑ Globally, there are 2 peak realization time: #Jun-Aug #Dec-Feb *Choose the peak you want to focus based on your student holiday timeline What’s peak realizati on time?
  4. 4. Activity Timeline Example for Dec-Feb Peak Jun Jul Aug Sep oct Nov Dec Jan Feb Promotion & raise MATC H REALIZATI ON Product PACKAGING
  5. 5. NOTE: After identifying the timeline, now you need to set goals for Raise, Match and Realize based on backward planning
  6. 6. Start from the main goal: 10 to 40 realisations Based on statistics, how many raises do you need to get this many realisations? 30 to 70+ raised Based on statistics, how many sign ups do you need to get this many raises? (Idealy sign up to raise conversion rate is over 30%) 50 to 150+ sign ups This means that recruitment activities must be focused enough to get this number of sign ups from the right target market Activities planning Here’s the logic behind Backwards planning
  7. 7. 3 Key Action Steps for Simple Product Packaging STEP 1: Define your Product STEP 2: Package the Product STEP 3: Go and sell to your customers #Define countries/territories and issues you are promoting #Concrete marketing plan #Define identities of your product based on customer insight
  8. 8. The output of Product Packaging should include: Main Brand & Sub Brands (issue based) Tagline Target Audience & Value Propositions LC Implementatio n Plan and guidelines
  9. 9. IMPORTANT: The key to success is to define the FOCUS issues and destinations for promotion
  10. 10. Why we need to focus? • Better expectations • Faster matching • better cultural preparation Focusing in promotion and operations was the KEY SUCCESS factor for many GROWING ENTITIES IN A NUTSHELL STEP 1: Define your Product
  11. 11. Examples of entities’ product package
  12. 12. How to choose focus issues and destinations? STEP 1: Define your Product ‣ Step two → Get to know your students needs ‣ Step one → Check our Global Supply
  13. 13. IMPORTANT: Remember to define your target audience and adjust your offer to them. STEP 2: Package your Product
  14. 14. why DO WE DO THIS? Before we begin to learn on what to do, let's first take a look at what we need to avoid! :) 3 common mistakes: ✓ 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 An Effective Product and Positioning Strategy Relies on knowing WHO you’re selling to and HOW they think.
  15. 15. STEP 1: IDENTIFY YOUR CUSTOMER Build a Customer Profile Map BACKGROUNDS tudents interested to go into International Relations TIME AVAILABILI TY Summer Vacation INTERESTS/ NEEDS Person Wants to feel important Loves learning abut new cultures LANGUAGE ABILITY English! Informed by: • Trends in backgrounds (VP Comms) • Trends in Top promoter Reasons • Comments (VP Exchange) Ops/ors analytics Nps promoters
  16. 16. STEP 2: UNDERSTAND HOW THEY THINK Build a Customer Insights Map •Based on your basic understanding conduct External Market Research •Check social media •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 Main Responsible: VP Comms
  17. 17. Customer Insights Map Timeline March Context Going into Summer Vacation in a couple 1 month’s time Emotional Status (What problems does s/he need to solve? “I don’t want to be spending the whole summer bored at home. I want to do something different” Needs (What problems does s/he need to solve?) “I’m jealous about hearing that my friend’s family will travel to europe, and my family has no plans to leave. “ Touchpoints (Through which channels can we reach him/her?) I check Facebook every evening As a distraction from my studying, I usually check to see what my friends are up to.
  18. 18. AIESEC Custom Canvas! A tool to help your MCVP’s!
  19. 19. ❑ Now when you got to know your target audience – shape your product according to their preferences! Value Proposition STEP 2: Package your Product
  20. 20. Value proposition What value do we deliver to our customers? ‘A statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offers.’ ‣ Include your LCVPs in creation process! ‣ Before you start preparing the campaign, make sure your LC VPs are clear on benefits you are offering and problems we are trying to solve. ‣ Value Proposition should be defined together – just follow the process and answer the questions from the next slide!
  21. 21. ❑ Visual Identity - Building National Brand can help you engage more people!Branding STEP 2: Package your Product
  22. 22. Building a “ Unique and ENGAGING” NATIONAL UMBRELLA BRAND... By definition: provides a opportunity by attracting customers to the product and demonstrating the product's attributes.’ It gives credibility to your product at local markets, egagges more people and increases quality of your visual identity!
  23. 23. GCPs from the network
  24. 24. ❑ Customize your offer to your specific audience Sub Brands STEP 2: Package your Product
  25. 25. Now it’s the time to sum it upAll you need isClear Marketing Plan STEP 3: Go and sell it to your customers
  26. 26. Marketing Campaign Allignment of all our activities in campaign Clear allocation of responisibilti es Engagement and reach! Marketing Campaign Planning Tool
  27. 27. Executing your marketing campaign
  28. 28. What to take in consideration for my implementation?
  29. 29. Se p Oc t No v De c Ja n Fe b RAISE MATCH REALIZE
  30. 30. TIMELINE Jul Aug Sep Oct Nov Dec Jan Team Preparation Attract Recruitment Support EP & MA RE & Follow up Go deeper in the timeline for your LCs! If you want to realize EPs on January RE peak, you should take care of the steps before it, like attract that your LCVPs are executing. It’s recommended that you manage a national timeline for your LCs, with clear deadlines of application and so on.
  31. 31. What should happen in the local level during this time?
  32. 32. Start with Team Preparation! Team Selection Trainings Team Bulding oGCDP: Set right profile and define team start date TM: Define recruitment timeline considering team start date TM: AIESEC Induction oGCDP: Area training oGCDP: GTKEO, Integration, Team identity, team values Timeline: 1st Month Duration: 2 weeks
  33. 33. Communication Plan Stands and physical promotion Virtual Channels Promotion Timeline: 2nd Month Duration: 4 weeks Attract September Contact Lead Select Conversion Sign Up to Apply Timeline: 3rd and 4th Months Duration: 8 weeks Convert October, November What needs to happen in each month?
  34. 34. Communication Plan Stands and physical promotion Virtual Channels Promotion Timeline: 3rd, 4th, 5th Months Duration: 10 weeks Support EP & MA October, November, December Contact Lead Select Conversion Sign Up to Apply Timeline: 3rd and 4th Months Duration: 8 weeks RE & Follow up January, February
  35. 35. Every month, make sure your LCs are following the timeline As MCVP, you should take care of the implementation of the strategies and the timeline! MC VP Implementation Example: If you want to attract people on September, you should consider that you will delivery online trainings in August to prepare LCVPs for run promotion in September Create clear deadlines and be aware of it!
  36. 36. Aug Sep W1 W2 W3 W4 Attract Online Training 1 Online Training 2 + Create Communication Plan Newsletter To Engage your Members Marketing Campaign IMPLEMENTATION TIMELINE EXAMPLE (To attract people in September) Make sure you and your LCVPs are prepared to run marketing campaign before it happens!
  37. 37. GCPs: AIESEC in Tunisia
  38. 38. GCPs: AIESEC in Austria
  39. 39. Thank you!