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oGIP Tier 3 - Attracting the right people

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oGIP Tier 3 - Attracting the right people

  1. 1. oGIP Tier 3 - Attracting the Right EP
  2. 2. If your entity needs… To strengthen the brand of the organization To attract your target audience with right expectations To improve your conversion rate
  3. 3. Attracting the Right EP oGIP & Mkt Synergy Building your attraction strategy Executing oGIP marketing campaigns Standardizing Process:
  4. 4. Question 1: Do you have marketing teams? If yes.. You need to work together to attract the right EPs! oGIP & Mkt Synergy
  5. 5. WHY SYNERGY? • It is not just up to front-office operations (GIP/ GCDP) to design the whole programme plan. • Marketing teams are doing promotion to attract students. Their MoS should be amount of students attracted…which need to be the students oGIP can match! • Therefore, having unified goals and purpose is very important. So we can work together to RaMaRe these students!
  6. 6. 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 Sign up 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
  7. 7. Building your attraction strategy
  8. 8. Goal Target Audience Channel Message
  9. 9. 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.
  10. 10. 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
  11. 11. Remember your RE goal for different sub products and your partners did in your planning
  12. 12. Understand your Customer
  13. 13. An Effective Product and Positioning Strategy relies on knowing WHO you’re selling to and HOW they think.
  14. 14. Know your customer Know how they think Use Most Influential Channels Customise your Message Target Audience Channel Messageand
  15. 15. Know your customer Know how they think Use Most Influential Channels Customise your Message Target Audience Channel Messageand
  16. 16. TARGET AUDIENCE
  17. 17. Define the "right EP" by Building a Customer Profile
  18. 18. 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
  19. 19. 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
  20. 20. STEP 1: IDENTIFY YOUR CUSTOMER Build a Customer Profile Map 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 Build a Customer Profile Map
  21. 21. Know your customer Know how they think Use Most Influential Channels Customise your Message Target Audience Channel Messageand
  22. 22. 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!
  23. 23. 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
  24. 24. 2. Customer Insight map Timeline April Context Wants to build his/ her own startup Emotional Status (What problems does s/he need to solve? Loves to experiment with new web ideas, attracted to quirky humor, obsessed with 9gag Needs (What problems does s/he need to solve?) I need to learn what it takes to run my own company Touchpoints (Through which channels can we reach him/her?) Tech websites, Start up magazines, social media
  25. 25. Know your customer Know how they think Use Most Influential Channels Customise your Message Target Audience Channel Message
  26. 26. MESSAGE
  27. 27. 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)
  28. 28. Know your customer Know how they think Use Most Influential Channels Customise your Message Target Audience Channel Message
  29. 29. CHANNELS
  30. 30. 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!
  31. 31. Touchpoints Mental Barrier Question Motivation Activity Message/ Information Reason to Believe Tactic KPI STRANGER VISITOR
  32. 32. Touchpoints Facebook Website Mental Barrier I’m turned off by ads on social media I only have a 2 min attention span Question What’s happening in the world? Where can I go? What can I do? Motivation I want to experience something worth sharing I get to travel and make a difference? Cool! Activity I’m browsing my wall feed for updates from my friends I browse the homepage and I look for “about” and “process” Message/ Information Redefine yourself Basic Information on where you can go, what you can do, how to apply Reason to Believe Here’s a story that made a difference! Showcase direct impact of projects Tactic Story of an EP teaching kids in Latin America links to website Basic + most engaging info, Call to action visible on each info page KPI # clicks to website # sign ups STRANGER VISITOR
  33. 33. Know your customer Know how they think Use Most Influential Channels Customise your Message Target Audience Channel Messageand
  34. 34. Put it all together!
  35. 35. 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.
  36. 36. Example Take a look what AIESEC in Colombia done: Speak to one target audience interested in IT internship.
  37. 37. Executing your marketing campaign
  38. 38. What to take in consideration for my implementation?
  39. 39. Sep Oct Nov Dec Jan Feb RAISE MATCH REALIZE
  40. 40. 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.
  41. 41. What should happen in the local level during this time?
  42. 42. Start with Team Preparation! Team Selection Trainings Team Bulding OGIP: Set right profile and define team start date TM: Define recruitment timeline considering team start date TM: AIESEC Induction OGIP: Area training OGIP: GTKEO, Integration, Team identity, team values Timeline: 1st Month Duration: 2 weeks
  43. 43. 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?
  44. 44. 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
  45. 45. 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!
  46. 46. 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!

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