Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Tier 2 oGIP Marketing structures and JD

870 views

Published on

  • Be the first to comment

Tier 2 oGIP Marketing structures and JD

  1. 1. Marketing structures oGIP Tier 2
  2. 2. Marketing  team  structures,  JDs  and  KPI  
  3. 3. START UP LC LCVP Comm/ Marketing Member 1 Member 2 KPI: •  Number of EP’s Raised 
 (that fit the right Matchable EP Profiles) •  # of Leads/ Registrations from each strategy •  Increased Conversation Rate from Sign up to Raise NOTE: •  Marketing team has 1-3 members (including LCVP) •  Marketing Team needs to focus on establishing their market penetration for just 1 Programme (oGIP/ oGCDP) and just 1-2 Sub-products/ Issues under this programme 10  to  40   Realisations   30  to  70+   Raised   50  to  150+   Sign  ups   (Ideally,  Sign  up  to   Raise  Conversion  rate   is  greater  than  30%)   Sample  Backwards  Planning:   This  means  that  recruitment   activities  must  be    focused   enough  to  get  this  number  of   registrations  from  the  right   target  market   Based  on  Statistics,  how   many  Raises  do  you  nee  to   get  this  many  realisations?   Based  on  Statistics,  how   many  Sign-­‐ups  do  you  nee   to  get  this  many  raises?   START  HERE  
  4. 4. START UP LC LCVP  JD   •  Designs  Marketing  Strategy  with  OGX  And  Marketing  Team  and  ensures   a  well  designed  product-­‐  customer  Olow*   •  Works  with  Marketing  Member  to  organise  2-­‐3  KEY  channels  strategies   (can  be  online  or  ofOline)  to  reach  the  target  audience   •  Recruitment  Period:     •  Takes  on  the  lead  role  of  managing  1-­‐2  of  the  Key  Strategies  and   aligned  the  LC’s  towards  this.     •  Ensures  that  his/  her  members  are  on  track  and  the  campaign  is   running  according  to  timeline   •  Ensures  that  OGX  is  promptly  responding  to  leads/  registrations     Members’  JD  (1-­‐2):   •  Year-­‐round:     •  Ensures  website  and  social  media  is  always  up  to  date  with   relevant  information   •  Ensures  Relationships  with  Campus/  University  is  well   maintained     •  Recruitment  Period:  (for  each  member)   •  Supports  in  designing  and  developing  materials  for  the  Campaign   •  Takes  on  the  implementation  of  1-­‐2  key  channel  strategies  and   aligns  the  LC’s  towards  this   LCVP Comm/ Marketing Member 1 Member 2
  5. 5. POTENTIAL LC 10  to  40   Realisations   LCVP Comm/ Marketing Member 1 Member 2 Member 3 Member 4 NOTE:     •  Marketing  team  has  3-­‐5  members  (including  LCVP)   •  Marketing  Team  needs  to  focus  on  scaling  up  in  their   market  reach  for  their  focus  Programme  (oGIP/oGCDP)  and   just  1-­‐2  Sub-­‐products/  Issues  under  this  programme     30  to  70+   Raised   50  to  150+   Sign  ups   (Ideally,  Sign  up  to   Raise  Conversion  rate   is  greater  than  30%)   Sample  Backwards  Planning:   KPI’s:   •  Number  of  EP’s  Raised     (that  Oit  the  right  Matchable  EP  ProOiles)   •  #  of  Leads/  Registrations  from  each  strategy   •  Increased  Conversation  Rate  from  Sign  up  to  Raise   This  means  that  recruitment   activities  must  be    focused   enough  to  get  this  number  of   registrations  from  the  right   target  market   Based  on  Statistics,  how   many  Raises  do  you  nee  to   get  this  many  realisations?   Based  on  Statistics,  how   many  Sign-­‐ups  do  you  nee   to  get  this  many  raises?   START  HERE  
  6. 6. POTENTIAL LC LCVP Comm/ Marketing Member 1 Member 2 Member 3 Member 4 LCVP  JD   •  Designs  Marketing  Strategy  with  OGX  And  Marketing  Team  and   ensures  a  well  designed  product-­‐  customer  Olow*   •  Works  with  Marketing  Member  to  organise  2-­‐3  KEY  channels   strategies  (can  be  online  or  ofOline)  to  reach  the  target  audience   •  Recruitment  Period:     •  Takes  on  the  lead  role  of  managing  1-­‐2  of  the  Key  Strategies   and  aligned  the  LC’s  towards  this.     •  Ensures  that  his/  her  members  are  on  track  and  the  campaign   is  running  according  to  timeline   Members’  JD  (2-­‐3  Channels  Experts)   •  Online  Marketing  (1-­‐2  members):     •  Ensures  website  and  social  media  is  always  up  to   date  with  relevant  information,     •  Explores  and  develops  1-­‐2  Online  Inbound   Marketing  Strategies   •  Campus  Relations:     •  Ensures  Relationships  with  Campus/  University   is  well  maintained  (Year  Round)   •  Designs  and  Oversees  Physical  Recruitment   Events     Members’  JD  (1-­‐2  Designers)   •  Year-­‐round:     •  Ensures  website  and  social  media  is  always  up  to   date  with  relevant  information   •  Ensures  Relationships  with  Campus/  University  is   well  maintained     •  Recruitment  Period:  (for  each  member)   •  Takes  on  the  implementation  of  1-­‐2  key  channel   strategies  and  aligns  the  LC’s  towards  this  
  7. 7. HIGH POTENTIAL LC LCVP Comm/ Marketing Brand Team TL Member  1   Member  2   Brand Team TL Member  1   Member  2   Comms Team TL Member 1 Member  2   40  to  70+   Realisations   70  to  120+   Raised   150  to  300+   (Ideally,  Sign  up  to   Raise  Conversion  rate   is  greater  than  30%)   Sample  Backwards  Planning:   Based  on  Statistics,  how   many  Raises  do  you  nee  to   get  this  many  realisations?   Based  on  your  average  conversion   rate,  how  many  Sign-­‐ups  do  you   need  to  get  this  many  raises?   START  HERE   NOTE:     •  Marketing  team  has  7-­‐10  members  (including  LCVP)   •  Marketing  Team  needs  to  focus  on  scaling  up  in  their   market  reach  for  their  focus  Programme  (oGIP/oGCDP)  and   just  1-­‐2  Sub-­‐products/  Issues  under  this  programme   •  TMP/TLP      
  8. 8. HIGH POTENTIAL LC Brand  Teams   •  Each  Member  can  handle  1-­‐2  sub-­‐brands/  Programmes   •  Market  Research   •  Participate  in  the  synergy  meetings  with  the  equivalent  teams  in   oGX  function   •  Leads  the  development  of  the  content  marketing  strategy  for   Their  main  subproducts/  issues   •  Year  round  management  of  the  brand  positioning  for  their   assigned  sub-­‐brands   •  It  is  recommended  that  someone  with  graphic  design  abilities  is   also  within  each  team       LCVP Comm/ Marketing Brand Team TL 1 Member  1   Member  2   Brand Team 2 Channel  Mgr.  1   Channel  Mgr.  2   Comms Team Member 1 Member  2   Special  Comms  Team   •  Builds  and  Aligns  the  over-­‐all  content  strategy  of   their  respective  channels  to  ensure  that  these   spaces  continue  to  contribute  more  customers   and  promoters  for  AIESEC   •  Works  with  the  brand  teams  to  ensure  that   marketing  content  is  aligned   •  Includes  management  of  social  media  channels,   website,  online  registrations,  campus  relations,   media,  PR  etc.   LCVP  JD   •  Designs  Marketing  Strategy  with  OGX  And  Marketing  Teams  and   ensures  a  well  designed  product-­‐  customer  Olow*   •  Leads  Proper  and  Strong  Brand  management  in  the  LC   •  Key  role  in  Managing  Crisis  Communications   •  Recruitment  Period:     •  Leads  the  creation  and  implementation  of  the  marketing   strategy  across  the  different  sub-­‐brands  and  channels   •  Ensures  that  his/  her  members  are  on  track  and  the   campaign  is  running  according  to  timeline  
  9. 9. HIGH VOLUME LC 70++   Realisations   120++   Raised   300++   (Ideally,  Sign  up  to   Raise  Conversion  rate   is  greater  than  30%)   Sample  Backwards  Planning:   Based  on  Statistics,  how   many  Raises  do  you  nee  to   get  this  many  realisations?   Based  on  your  average  conversion   rate,  how  many  Sign-­‐ups  do  you   need  to  get  this  many  raises?   START  HERE   NOTE:     •  Marketing  team  has  10+  members  (including  LCVP)   •  Marketing  Team  needs  to  focus  on  scaling  up  their  market  reach   fortheir  current  developed  brands  under  focus  Programme  (oGIP/ oGCDP/TMP/TLP)   •  High  Volume  LC’s  need  to  especially  work  on  optimising  their   processes  and  investing  in  IT  innovations  in  order  to  increase  their   production  capacity,  These  LC’s  can  work  with  the  MC  to  develop   these  evolutions   •  Don’t  expand  the  team  too  much  horizontally   LCVP Comm/ Marketing Brand Team TL Member  1   Member  2   Member  3   Brand  Team  TL   Member  1   Member  2   Member  3   Brand Team TL Member  1   Member  2   Member  3   Comms Team TL Member 1 Member  2   Member  3  
  10. 10. HIGH VOLUME LC LCVP  JD   •  Designs  Marketing  Strategy  with  OGX  And  Marketing  Teams  and   ensures  a  well  designed  product-­‐  customer  Olow*   •  Leads  Proper  and  Strong  Brand  management  in  the  LC   •  Key  role  in  Managing  Crisis  Communications   •  Recruitment  Period:     •  Leads  the  creation  and  implementation  of  the  marketing   strategy  across  the  different  sub-­‐brands  and  channels   •  Ensures  that  his/  her  members  are  on  track  and  the   campaign  is  running  according  to  timeline   Brand  Teams   •  Each  Brand  Team  can  handle  1-­‐2  sub-­‐brands/  Programmes    (sub-­‐ product    for  oGIP,  issues  foroGCDP  ,  TMP/TLP)   •  Market  Research   •  Participate  in  the  synergy  meetings  with  the  equivalent  teams  in   oGX  function   •  Leads  the  development  of  the  content  marketing  strategy  for   Their  main  subproducts/  issues   •  Year  round  management  of  the  brand  positioning  for  their   assigned  sub-­‐brands   •  It  is  recommended  that  someone  with  graphic  design  abilities  is   also  within  each  team       Special  Comms  Team   •  Builds  and  Aligns  the  over-­‐all  content  strategy  of   their  respective  channels  to  ensure  that  these   spaces  continue  to  contribute  more  customers   and  promoters  for  AIESEC  (ex.  Content  calendar   management,  Social  Media  analysis)   •  Works  with  the  brand  teams  to  ensure  that   marketing  content  is  engaging  and  is  aligned  to   over-­‐all  brand  objectives   •  Includes  management  of  alliances,  social  media   channels,  website,  online  registrations,  media   relations,  PR,  Campus  relations  etc.   •  *IT  support  can  be  outsourced   LCVP Comm/ Marketing Brand Team TL Member  1   Member  2   Member  3   Brand  Team  TL   Member  1   Member  2   Member  3   Brand Team TL Member  1   Member  2   Member  3   Comms Team TL Member 1 Member  2   Member  3  
  11. 11. 0  Be  very  clear  how  many  members  in  the  Marketing  team  are   driving  oGIP,  how  many  members  are  driving  oGCDP  Goals  and   how  many  members  are  driving  TMP  Recruitment     0  Their  Goals  for  sign  up,  conversion  and  raise  should  be  based  on   the  programme  they  are  driving     0  JD  should  be  based  on  the  programme  they  are  driving     0  Focus  of  the  marketing  team  depends  on  focus  of  the  LC     IMPORTANT
  12. 12. 0  When  calculating  productivity  for  oGIP  in  the  LC  or  MC,  for   number  of  members  contributing  to  oGIP  add  the  number  of   members  from  marketing  team  whose  goals  and  JD  is  about   driving  oGIP  growth.  Eg:  3  out  of  7  members  are  working  on   oGIP  and  4  on  oGCDP  then  3  members  are  included  into  oGIP   productivity  data  and  4  into  oGCDP  Productivity  data   Calculating productivity
  13. 13. Number of members in Marketing Teams suggestion- Below look at suggestions in oGIP and oGCDP

×