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YL18 digital 12

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Young Lions Czech Republic 2018
Digital category - Team 12

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YL18 digital 12

  1. 1. YL2018_digital_12 1 OUR INSIGHT As a 20 year old, I want to get a head start for my future and discover who I want to be. Find my purpose in life in order to achieve bigger things. Being part of the AIESEC global community helps me build my network and allows me to gain priceless experience for my future career and help others through my intensive personal development. OUR SOLUTION To build a sustainable online eco-system which reflects the digital behavior of our target audience and will recruit 300 new members on the short-term, but will develop the brand identity on long-term.
  2. 2. YL2018_digital_12 2 SUMMARY You’re 20, you don’t know what you want and are afraid of making mistakes or wrong decisions. AIESEC community can guide you and help find your purpose in professional life. The issue is that AIESEC is not currently seen as this type of organization. To change this, we must show the reality through current members and make AIESEC more human. Primarily, let’s re-build trust towards the organization and focus on removing the prejudices by letting members speak on behalf of AIESEC on messenger. Facebook and Instagram will aim to inspire people and lead people to messenger. Online PR and University channels will spread alumni testimonials to prove that success is achievable by everyone. Series of Youtube tutorials will build the credibility of AIESEC and demonstrate know-how that is essential for passing the assessment centers. This eco-system of short and long term strategies will bring us credibility and new members.
  3. 3. The solution is to build a sustainable online eco-system which reflects the digital behavior of our target audience and will recruit 300 new members on the short-term, but will develop the brand identity on long- term. To make AIESEC more trustworthy, human and show its benefits, current member activities are illustrated via social media and open communication through messenger. This helps break barriers of prejudice, face to face communication and fear of asking more information about AIESEC. Credibility is brought in thanks to successful alumni testimonials where students can see how far AIESEC can bring them in their future career and serve as proof of concept. Lastly, the tutorial platform will help us motivate the students to join by showing what they can learn at AIESEC and improve the conversion rate during assessment centers. WHAT IS YOUR SOLUTION? On social media, our goal is active engagement and destroying prejudices about AIESEC. Facebook shows real aspiring members with provocative statements driving traffic to AIESEC messenger (member take-over) where they can discuss their real questions. Tactically, friend tagging will help the message spread organically. To set the correct expectations of being a member, Instagram shows behind the scenes and alumni take-overs. As our security net, University e- mailing will ensure high reach and delivering of new members. Just like in University magazines, our goal is to illustrate the “fast track” concept through successful alumni testimonials which showcases the key benefit of being an AIESEC member. To improve member conversion rate and long-term credibility building, we want to launch the AIESEC Youtube channel with series of leadership tutorials that illustrate the know-how members can take away from AIESEC. HOW DOES IT WORK? As a 20 year old, I want to get a head start for my future and discover who I want to be. Find my purpose in life in order to achieve bigger things. Being part of the AIESEC global community helps me build my network and allows me to gain priceless experience for my future career and help others through my intensive personal development. CREATIVE INSIGHT YL2018_digital_12 3
  4. 4. YL2018_digital_12 4 THE USE OF 3 DIGITAL LED COMPONENTS Be more human and real! Give actual members a chance to express themselves and act as AIESEC ambassadors. Facebook and Instagram Build a video tutorial base demonstrating leadership skills and preparing students for future assessment centers. Youtube Ensure high reach and showcase the success stories supporting the „fast track“ idea. University channels
  5. 5. Use social media to make AIESEC more trustworthy, human and show its benefits such as the global environment, gaining leadership skills and learning by doing. Facebook – showing aspiring real members and AIESEC benefits Messenger – direct communication with members Instagram – present behind the scene content 30.000 budget will be used for content promotion YL2018_digital_12 5 THE USE OF SOCIAL MEDIA
  6. 6. YL2018_digital_12 6 THE USE OF UNIVERSITY CHANNELS University e-mailing will deliver the testimonial video and possibility to register online to all of the students for free. It will also present our Youtube tutorial database. In University magazines, our goal is to illustrate the “fast track” concept through successful alumni stories which showcases the key benefit of being an AIESEC member, which will also be presented on our Instagram take-overs. Fast track Gain experience in AIESEC faster than elsewhere
  7. 7. YL2018_digital_12 7 THE USE OF YOUTUBE Our Youtube channel helps to set real expectations, improve the conversion rate and build the long-term image communication. It will consist of leadership tutorial videos and inspirational alumni testimonials.

Young Lions Czech Republic 2018 Digital category - Team 12

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