This is the database that I created to help the local committees of AIESEC to implement the Global Youth Voice iniciative, which is to make AIESEC more representative of the global youth.

1. Why Global Youth Voice?
Our 2015 Visionsays:“ourgrowingphysical andvirtual reachmakesusthe most credible anddiverse
global youthvoice.”Butwhatdoesthat mean?
Growingphysical andvirtual reach:We’re constantlyincreasingthe volume of people interactingwith
AIESEC,itsvalues(what,howandwhy) andlivinganengagementexperience.Thiscausesawarenessof
AIESEC.
Most credible:These people recognizeAIESECasa youthvoice – thisis abouttrust. Andhow do we
buildthistrust?Throughthe buildingof reallybigvalue productsandbrandelementexperiences
(relatedtothe expectedbrandelements).
Most diverse:We reachpeople fromadiverse range of backgrounds,fieldsof interestsandsocial
classes.It’saboutdiversity,pluralityandbeingglobal.It’saboutbeingindifferentsectorof society,
beingcapable of talkingaboutdifferenttopicsandissues.
This is a call to action :
(Reference[1]) There are lotsof problemsinthe world.Thiscallsfor leadership - frommanypeople.
AIESECbelievesthatourexperiencescreate leaders.
So,we wantto provide thatexperience toasmanyyoungpeople aspossible.
Our response:
(Reference[1]) Todo that,we firstneedthemtobecome aware of AIESEC.Thisawarenessshouldlead
towardtrust.
Awarenessandtrustinturn buildAIESEC'sreputation,whichishow otherssee ourbrand.In the end,
thisleadstomore AIESECExperiences!
In this wiki you will find:
GYV Understanding–Through a huge library,you’ll be able tounderstandwhat’sPublicRelations,why
shouldwe doit,what’smeantfor and marketingtools.

2. ProductDevelopment&Management – I wantto achieve “x”,sowhat now?I wantto rebuildmy
portfolio,whichattentionpointsshouldIbe concernedof?Ismyportfoliotargetingthe rightpeople or
beingeffective,efficientandefficacious?
Benchmarking&Showcasing – What didthe AIESECnetworkdidthat I mayutilize formyreality?What
do othercompaniesdothatI may learnsomethingfrom?
I want to position AIESEC locally!
Ok,I’ve hearda lot of “I wantto positionAIESECBrandinmy reality.WhatshouldIdo it?”.First,you
needtothink“What is the expectedoutcome?”.We wanttoincrease the numberof AIESEC
experiences,because thisisourrootof success.So, foreach action,whichwill be the expected
outcome?
Be aware that we are onlyfocusingof generatingmore AIESECExperiences.TopositionAIESECwithout
@XP targetis notrecommendedforlocal committees.
I want to increase OGX and Team experiences – students market
If you wantto increase the volume of high-qualityexperiencesforourstudents,we shouldfocuson:
Universityrelations
Strategicpartnerships
Youth alliances
Local Forums
Alumni Relations
Participationonexternal events
(Iwill notenterinOGX and TXPtimelines, promotion andraisingstrategies –It’sa PRwiki )
I want to increase ICX experiences – organizations market
If you wantto promote our internshipsopportunitiesto organizations, we shouldthinkabout:
PositioningAIESECeverywhere Igo
Networkbuilding

3. Strategicpartnerships/Alliances
(Iwill notenterinICX,projectmanagementandraisingstrategies)
Other stuff
How-toGuides
Sample Materials
References Links
InterestingLinks
Students Market: University Relations
Universitiesare where ourtargetaudience obviouslyis.But,more thanthat,havinguniversitiesas
partnersisimmensely strategic(sostrategicthatisa strategyout of the strategicpartnerspart!).
So it’sveryimportthat youdo a quickmarketresearch(how-to[1]) of yourlocal universities.Create a
simple database (sample material [1]) andstartyour prospectionactions.Take alookat the national
materialsforuniversities (reference [2]),theycansurelyhelpyouapproachingthem. “ButwhatdoI
offertothem?”
Basically,there are fourproductsuniversitiesare willingtoaccept:
1) Professional internships to students
Take advantage of that.Differentiate ourinternshipsfromtheirs - alot of universitieshave academic
exchange programmes.Don’tcreate competition.Mentionhow doingbothwill aggregate tostudent’s
life andto the universityportfolio(mentionitaspart of universityprogrammes).If the universityhas
professionalprogrammes,studyaboutthem.Isitshort-term?Isitlong-term?Whichdestinations?
Whichacademicbackgrounds are the focuses?
2) Local events held inside them
If your LC executesforums andfairevents,like Y2Band Global Village,presentitasa possibilitytobe
heldinthat university.Tell themhowit’spromoted(local media) andhow the universitybrandwill be
positioned.Also,youwill bringpeople fromotheruniversities(particularuniversitiesmaylike tohear
that).The bigplus:incase of forums,there will be bigcompaniesanddistinguishedguestswillcome to
theiruniversity –incase of GV,there will be internsfromall overthe world,whichisacultural plus. In

4. some special case,youmayinvite themtoministeraworkshoporto speak(maybe one of the
professors).
3) Trainees inside their university
Some universitieswithstrongInternational Relationsdepartmentandastronginternational or
exchange value maylike toworkalongwithourtrainees.Forexample:aglobal village,some integration
eventwiththeirinternationalinterns,or lecturestotheirstudents.
4) Practical workexperience for students
Do a quickstorytelling (reference[4]) of how we inspire leaders,ourglobal competencymodel andor
network.Sell ourteamexperiencesprogrammesasa practical workexperience,opportunitytodevelop
softskillsandetc.Some universitieswithmore humanbeingtouchmaybe compelledtohelpyou
promotingitinit.
Some tips:
Must have an alignmentbetweenPR,COMMand OGX areasabout it.You shoulddoa studentresearch
(how-to[2]) of whichuniversitiesyoushouldapproach,whichacademicareasare preferable,etc.Also,
it’simportantto coordinate the approaches.Forexample,COMMmay approachcoordinators,as PR
approachesthe administrative sector.Butbe aware that some coordinatorsmayoccupyadministrative
rolesas well (itisverycommon – itappliestoprofessors,aswell).
Preferformal contractsand termsof partnerships,butdonot be bondedbyit.Universitiesmaytake
fromone to six monthsto have contracts signed,insome cases. (reallybiguniversities) Asthe contract
iswaitingforsignature,youmaypropose some small actions,whichmaynotrequire huge university
interventionorhighresourcesexpenditure. Small actionsmaybe roomforstand,lectures,product
promotionontheirchannels(social media,spacesforbanners,flyersdistribution,etc).
Try to sit some time withsome representativefromthe universitytocreate unique actions,aspart of
the accounting.Universitieshave astrongculture,soit’simportant tounderstandwhatreallymattersto
themand adaptit to our products.It’spossible.Youjusthave tolisten.
Sendreports.It’sverycrucial to builda relationship(that’swhythissectioniscalled“University
Relations”,andnot“SellingOnlyOne ProducttoyourUniversity”).How manymembersare fromthat
university?Whichstudentsfromitwentonexchange?Where are theyworking? How manypeopleare
on a TLP? You can thinkof a lotof data.These that I mentionedare easytobe collected.
Students Market: Strategic Partnerships

5. Strategicpartnersare those organizationswhocanleverage ouroperationsinaunique way,give us
access to newchannelstoreachour audience andmake a significantdifference inourstrategies.
Example 1: internshipagencies.Theyhave agreatmailinglist.If we partnerwiththem, we mayhave
access to itand promote ourprogrammes.Inexchange,we promote theirlocal internshipsforour
members(orevenexternally,inforums).Itmustbe a win-winsituation.
Example 2: HR RecruitmentCompany.TheytrainsourTXPmembersandOCPsel onhow to recruit
betterandteach the HR strategies.Inexchange,theyhave accesstoourmailingtoheadhunt.
There are a lotof possibilities.Pressmediarelations,social mediacompanies,marketingstrategies,
mailings,learningpartnerships,inkindpartnerships,etc.There’sasheetwhere youcansketchina
simple waythe partnership.(samplematerial[2]).
Examples across the network:
Curitiba– TheyworkwithCetefe,whichisanInternshipAgency.WheneverAIESECasks,Cetefe send
email marketingtotheirmailing.Inexchange,theyhave space inthe LC’sY2B forums.Now theyare
developingaproductto offerGlobal TalentstoCetefe’spartnersaspartof Cetefe’sportfolio.
How do I manage to identify and prospect these opportunities?
We shouldbe focusedondoingwhatwe are good on doing.If youweaknessispromotion(Y2B
promotion,forexample),goafterpartnerswhocando it well.If youare failingonprospectingnew
companiesorto achieve hotcontacts,youshouldpartnerwitha HR company,whichmay lendyou
contacts or buildabridge betweenyouandthem.Youjusthave to openyourmindto these possibilities.
If your weaknesslaysincreativity,doabrainstormsession(reference [5])  Afterlistingsome
companiesandtopicsyouwantto deal with,now it’saboutsellingandnegotiation.
Product Development – Creating cool and customizedpartnerships
I have createda huge libraryof how to developandmanage yourproducts.It’scalled…Product
Development(how-to[3])  True:mostof the institutional partners,atleastinthe beginning,will
require unique products(partnershipsterms,notprogrammes) tobe created.Butit’sveryvery
importantthatyou keepyourradar on to notcreate a lotof differentandunlinkedprocessesthatwill
onlygive youworkto do and lowefficiency.Theymustbe linkedwithyournatural routine andlinked
witheachother(try to create a processline that dispatches alot of work at the same time).
Students market: Youth alliances
Alliance isaPR strategyto buildourreputationinamid-term.People andorganizationswhohave
similarvaluesandvisionstoours can be our alliance.Butwhenwe focusonYouthAlliances,it’sbasically

6. the same as strategicpartnerships,butit’sfocusedonorganizationsthatworkwithyouth,asAIESEC
does,like academiccenters,juniorenterprises, andeverypersonandorganizationthatcanbe multiplier
for our message.
Examplesof YouthAlliances:
Students market: Local Forums
Forumsare one of the mostsuccessful strategiesthatwere implementedinthe yearof 2012, whenit
became a national innovationpilot.Inthe yearof 2012, 20 brazilianLCsrealizedaY2B edition,andfor
the most of themit wastheirfirstedition.A lot of thingswere learned,butthe mainpointis:whydoI
needa local forumto me implemented?There are alot of thingswe can get froma forum, but we
shouldaimwhatwe want fromit.Fundraising?Companiescontacts?Exchange promotion?Students
mailingincreasing?Onlyafterthiskindof analysis,we canstart thinkingabout“why”we wanta forum.
Thinkfirst:whatit’smy goal?
For a lot of them(GIPi,oGX,brand positioning…),Y2Bmay serve,butfairsparticipationdoitas well,and
youevenmay create yourownproduct (oruse one of the brands LCs have created – let’sstenghtenour
initiatives!).Forexample: YouwantOGXsubscribers:youshoulddevelopyourforumtohave the most
numberof interactionpointswithAIESECaspossible.Breaksmusthave AIESECstand,youmay
distribute promotional materials,speakaboutittoo.But,the most important,whenyouare promoting
your forum,youshouldlookforpeople whoare engagedwithsuchthemes.Forexample,if youwant
GCDP subscribers,youshould engage themwiththe forumtheme (somethingnotso“serious”or
“corporate”) and promote itto the studentsinthe firstyearsof the university.Also,take note onthe
timeline.Whenitwill occurisappropriatedtoraise students?GCDP-focusforumsonJanuaryorJuly
aren’tthat smart.Talk to your VPOGX GCDP aboutit. It’s all aboutproduct development(how-to[4]).
Want to hosta local Y2B? Checkit out the AI guide!(reference [6]).
Students market: Alumni Relations
Comingsoon.
Students market: Participation on
external events

7. Participatingonexternal eventsisagreatstrategybecause youdon’tspendtime inthe organization
(butspendtime onorganizingyourstand!), probablythere will be alotof companies,whichincrease
the reputationof the event(andyoutake advantage of that),youmake contacts, and a lotof other
things.The bad thingisthat youmay be in a place withyourcompetitors. So,putyourbestto be
differentandbe the beststand/organizationinthe place.
But howdo I know the eventsthatare occurringinmy city?
That’s easy,butitdemandsdailyreading!The simplestthingyoumaydoissigningupfor google alerts.
Creatingan alertislike youaskinggoogle tosendyouan email withthe newsfeedaboutatopicof your
desire.Youmaycreate as many alertsas youwish.Setthe frequency(daily,weekly,monthly)andyour
topic.I have a lot of dailyalerts,suchas “event****”, “network****”, “aiesec”.Replace “****” with
the name of yourcity. Yes,I have an alertforAIESEC so I’mwarnedfromthingshappeningwithLCs
aroundthe globe (theirevents,aswell,forexample). Thisisbenchmarking.Youmaytry a lotof different
words(the site will give youapreviewof the type of resultsthatmayoutcome fromthat words).
So,whenyounotice a neweventthatwill occurin yourcity,lookfor the companythat’srealizingit.
Contact itand try to see whatcan be done.Withtime,you’ll notice thatthere are some organizations
that realize alotof events.Theyare goodorganizations tobe partnerwithor be an associate (like
chamberof commerce).
AIESECnationallyhasa goodpartnerwithSalãodo Estudante,whichisan excellentfairthatoccurevery
year,on September. If younotice anyothernew companyorsimilarevents, contactthe MC.We, as a
national organization,have abiggerpowerof bargaintonegotiate terms(paidparticipationsinthese
eventsare usuallyexpensive).
It alsodependsonthe firstquestionof thiswiki:whatamIaiming?So,thisisinside student market
section,butthere are a lot of eventsenvisioningorganizationsmarket.
Organizations market: Positioning
AIESEC everywhere I go
Firstof all:a goodPR knowsan elevatorspeechtotalkaboutAIESEC. It’syour jobto buildAIESEC’s
reputation.So dropthat “AIESECis toocomplex tounderstand”and“you onlyunderstandAIESECafter
6 monthsas members”lines.No!AIESECislike anyotherorganization,sowe mustcreate away to
communicate itina understandable wayandwiththe correctbrand elements.
An example thatIuse “AIESECis an international platformforyoungpeople todiscoveranddevelop
theirleadershippotential,throughleadershipandexchange opportunities”.Clear. Of course itdepends
on youraudience,it’sveryimportanttokeepthatinmind. Aswell,whenparticipatinginexternal
forums,youand our organizationwill be consideredassmart,efficientandintelligentasyou(you’re
actinglike ourpromoter– soyou will be ourambassadorinthat event).Asksmartquestions,readabout

8. that topicbefore enteringanevent,andknow whowillbe there.These are critical successfactors.With
time,we getlazyon doingthat,but we may missa lotof opportunities. (reference [7] oryou maydo a
quicksearchon Google forElevatorSpeechourElevatorPitch).
Good tips:
Partnerwith catalysts:chambersof commerce,HR companies(recruitments,executive search,
internships,etc),association,etc.
Keepyourradar on to opportunities:use webtools,suchasGoogle alerts,searchinthe internetfor
news, andread the newspaper,magazines(especiallythose dedicatedtobusinessortosector,
specifically).
Go to lectures,forums,fairs,social events:inthese places,youwill have the opportunitytoexposealit
bitmore of AIESECto externals. It’smore relatedtonetworkbuilding(whichisthe nextsection).
Organizations market: Network building
There are a lotof mythsaboutnetworking. Havingagreatnetworkisnot about havinga lotof business
cards, or 500+ connectionsonLinkedIn,or2.000 friendsonFacebook,or1.000 contacts on yourCRM
tool. Well,yougotit.
Networkingisrelationship.Youhave tobuildrelationswithwhoyoumeet. Peopleshouldsee youasa
problemsolver- youhave aggregate value totheirlives.Andyouwill onlyprove thatif youkeepyour
radar on to theirproblemsandprovide quick solutions. If youcannotrelate yourworkand portfolioto
theirproblems, three thingsmaybe happening:1) youdon’tknow well yourstakeholder;2) youdon’t
knowwell yourproducts;3) youare connectingtodifferentpeople fromyourtargetaudience.
Good tips:
Be trulyopen:the commonestmistake istoact onlyas seller. Youshouldbe seen asthe mostpowerful
resource inothers’network,andthatincludesbeinganadvisortoother’sprofessionalproblems.
Activelylistentowhatothershave tosay and try to connectthe dotswithwork youmay provide.
Setgoals:whengoingto networkingmeetings,it’simportanttosetgoals,as well to yourpipeline
management. Forexample:yougoto a networkingevent,how manybusinesscardsyouwantto getout
with?Howmuch Leadcontacts you wantto be connectedwith?Thisway,setgoalsto yourpipeline
management:howmuchLeadcontacts youshouldhave everyweek?How muchof themyoushould
weeklyconverttoapproachedpeople?Andhow muchweeklymeetingsyoushouldbook? Andsoon…(I
am usingas example the commonpipeline gates:Lead– ApproachMade – Meeting– Negotiation –
Contract – Account).

9. Attenddifferentsectors events:inamid-termthinking, youwill endupmeetingthe same peoplewhen
attendingthe same sectorevents.Focusonapproachingdifferentsectorsevents(IT,management,HR,
marketing,logistics, etc.,fromdifferentorganizers.
Organizations market: Strategic
partnerships/Alliances
Our partnershipssayalot of us, so it’simportanttopartnerwithlinkedvaluescompanies –that’swhat
alliancesare about. Aswe see nowadays,WorldBlu,UNESCO,ISICandothersare alliancesthat positively
increase the relationof ourbrandwiththe desiredelements. So,if we wanttobe positionedasan
organizationthattalksaboutentrepreneurship,we shouldalliance withotherorganizationsthatdoso,
like EndeavorandBrasil Junior,forexample. If we wanttobe associatedwithleadership,withwhich
organizationsorinitiativesshouldwe be partnerwith?Byourpartnersand initiatives,it’smore likely
our audience toassociate uswithsome image,insteadof we justtalkingaboutit. Takingintoaccount
our recentactivities,whatdidwe promote in2012 withour Y2B forums?Whichmessage were we
communicatingtoyoungpeople inourcities?
How-to Guides
[1] General MarketResearch
[2] StudentResearch
[3] ProductDevelopmentToolkit
[4] ProductDevelopment
PortfolioManagement
AIESECbrand awareness
AIESECbrand elementsassociations
SalesCulture
Sample Materials

10. [1] UniversityDatabase Sample -
(https://docs.google.com/spreadsheet/ccc?key=0Ascq561_s8b7dE9oR3hmOHpxWlF4ZkNZUVdjQnFJTmc
#gid=7)
[2] StakeholderAnalysisTemplate –
(http://www.myaiesec.net/content/viewfile.do?contentid=10116885)
Reference links
[1] Global | PublicRelationswiki (http://www.myaiesec.net/content/viewwiki.do?contentid=10154174)
[2] ExpansionWiki –AIESECin Brazil
(http://www.myaiesec.net/content/viewwiki.do?contentid=10225265)
[3] GCDP: IdentifyStrategicPartnerswiki
(http://www.myaiesec.net/content/viewwiki.do?contentid=10191251)
[4] TED – AndrewStanton – The Cluesto a Great Story
(http://www.ted.com/talks/andrew_stanton_the_clues_to_a_great_story.html)
[5] Brainstorming–Generatingmanyradical, creative ideas(http://www.mindtools.com/brainstm.html)
[6] GLOBAL | Youthto Business|HostingY2B
(http://www.myaiesec.net/content/viewwiki.do?contentid=10154387)
[7] Personal Branding&Your ElevatorSpeech
(http://www.myaiesec.net/content/viewfile.do?contentid=10218412) and Salesin60 Seconds
(http://www.myaiesec.net/content/viewfile.do?contentid=10210290)
Interesting Links
Historyof AIESEC2015 creation (http://www.myaiesec.net/content/viewwiki.do?contentid=10169682)
The Empathy Map - How to use an empathymapto understandyourtargetmarket
(http://www.youtube.com/watch?v=pMN7vkE4csg&feature=relmfu)
SuperHunch Zone (http://theinnographer.com/toolkit/super-
hunch/http://theinnographer.com/toolkit/super-hunch/)

11. Porter’sFive Forces – Assessingthe Balance of Powerina BusinessSituation
(http://www.mindtools.com/pages/article/newTMC_08.htm)
GLOBAL | 1213 | EngagementwithAIESEC
(http://www.myaiesec.net/content/viewwiki.do?contentid=10213775)
GLOBAL | 1213 | IC 2012 | Functional Connection - BrandExperience
(http://www.myaiesec.net/content/viewfile.do?contentid=10226845)
GLOBAL | 1213 | IC 2012 | Make it strongerbyexpandingourreach
(http://www.myaiesec.net/content/viewfile.do?contentid=10226800)
GLOBAL | 2015 | AlliancesWiki (http://www.myaiesec.net/content/viewwiki.do?contentid=10219839)
Mexico- PR&P - PublicRelationsWiki
(http://www.myaiesec.net/content/viewwiki.do?contentid=10117944)
Contacts
Caroline Tissot
Brazil MemberCommittee Vice Presidentof PublicRelations
caroline.tissot@aiesec.net
National SupportTeam
IvanChagas
National PublicRelationsManager
ivanchagasp@gmail.com
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