The document discusses cultivating a culture of excellence in leaders. It outlines an AIESEC marketing flow that begins with generating human-level connections to inspire trust and confidence. The flow then supports potential customers with educational resources and connects opportunities to their needs to support action and conversion. Finally, it aims to empower members to share their experiences and deliver superior customer service to create promoters and loyal customers.

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STRANGERS TO PROMOTERS
digital marketing
workshop

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wHat is your favorite movie?

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wHat is your marketing
dream for your term?

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“I grew up in physical world,
and I speak english. The
next generation is growing
up in a digital world and
they speak social. And
whether you're talking to
customers or employees,
you have to do it on a social
platform because that's the
language they speak.”
- Angela Ahrendts

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Sharing is caring and inbound is
about creating and sharing
content with the world. By
creating content specifically
designed to appeal to your
dream customers, inbound
attracts qualified prospects to
your business and keeps them
coming back for more.

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High-level, rich-media,
establish deep emotional
connection to basic human
values and organizational
values.
Education focused
packaging that provides
for confidence in
conversion. “How-to
guides, success stories,
tips, FAQ’s, research
articles.”
Resources to increase successes of customer
experiences. Such as “Starter Package eBooks,
Experience Tip Sheet, Words of Advice from
AIESECers, engagement.
Deliver superior brand
experience and customer
service to create promotors
and future loyal customers
who share about their
experiences
Inspire
Trust &
Confidence
Support
Action &
Convert
Develop Empower
To empower
AIESECers to feel
valued, appreciated and
empowered to share
their experiences—
activation of brand love
Generate human-level
connection and interest to the
AIESEC essence (values,
mission, purpose, people).
Content
Type
Marketing
Journey
End
Objective
Bring life to AIESEC
experiences through
videos, blogs, testimonials,
events, pr.
Support users
with resources for
customer
experience
success (soft &
hard tools)
Connect value of
opportunity with
the needs of the
potential
customer
Customer (Match to Complete) Promoter
Stranger
Customer
Flow stage
In
Progress
Open
Lead
Clear directions
for action steps to
becoming a
customer
Call-to-actions
on opportunities
and opportunity
marketing—
previewing the
experience.
Attraction focused
marketing that provides
clear understanding of
our full range of
programs, and the
benefits to them—value
propositions.
Awareness
Consideratio
n
Convert Delight & Loyalty

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The AIESEC Marketing Flow
High-level, rich-media,
establish deep emotional
connection to basic human
values and organizational
values.
Education focused
packaging that provides
for confidence in
conversion. “How-to
guides, success stories,
tips, FAQ’s, research
articles.”
Resources to increase successes of customer
experiences. Such as “Starter Package eBooks,
Experience Tip Sheet, Words of Advice from
AIESECers, engagement.
Deliver superior brand
experience and customer service
to create promotors and future
loyal customers who share about
their experiences
Inspire
Trust &
Confidence
Support
Action &
Convert
Develop Empower
To empower AIESECers
to feel valued, appreciated
and empowered to share
their experiences—
activation of brand love
Generate human-level
connection and interest to the
AIESEC essence (values,
mission, purpose, people).
Content
Type
Marketing
Journey
End
Objective
Bring life to AIESEC
experiences through
videos, blogs, testimonials,
events, pr.
Support users
with resources for
customer
experience
success (soft &
hard tools)
Connect value of
opportunity with
the needs of the
potential
customer
Customer (Match to Complete) Promoter
Stranger
Customer
Flow stage
In
ProgressOpen Lead
Clear directions
for action steps to
becoming a
customer
Signs up to Opportunities
Selection Process Matched to Opportunity
First Day of Experience
Call-to-actions
on opportunities
and opportunity
marketing—
previewing the
experience.
Attraction focused
marketing that provides
clear understanding of
our full range of
programs, and the
benefits to them—value
propositions.

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• Facebook, Twitter & Instagram to attract
• Blog on aiesecnigeria.org/blog
• Offline+on-line/direct links
• Media partnerships with universities and on-line media
• Right content for the right platform !
Generate human-level connection and interest to the AIESEC
essence (values, mission, purpose, people).

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• Call-to-action materials to download
• eBooks, whitepapers, or tip sheets
• Landing pages
• Application forms
• Email Marketing through newsletters.
Connect value of opportunity with the needs of the potential
customer

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• Call-to-action materials to download
• eBooks, whitepapers, or tip sheets e.g. Promo Booklets.
• Landing pages
• Application forms
Support users with resources for customer
experience success (soft & hard tools)
Deliver superior brand experience and customer service to create
promoters and future loyal customers who share about their
experiences

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• Contests e.g. Best Story tellers
• Events
• Surveys
• Promo engagement
To empower AIESECers to feel valued,
appreciated and empowered to share their
experiences—activation of brand love

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• Tell a Story
• Be conversion Oriented
• Place the Right content at the Right
platform at the Right time.
• Follow Brand Guidelines always.
• Search, Collect, Steal.
• Always ask for assistance or help when
not clear!
REMEMBER!!!

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