3. Creation Flow
Goals the Target Group
Analysis
campaign Definition
Packages for Messages
Budget
LCs (+concept of visuals)
Phases of the Campaign
campaign assessment
4. 1. Analysis
1. How did you get to know about AIESEC
2. Reasons to join AIESEC
3. Growth of AFs in time (both Spring and Fall of
2012)
4. Interest in Exchange
5. Marketing campaign evaluation
5. 2. Goals of the campaign
1. Application forms: 430
2. People Selected: 203
3. Retention Rate: 85%
6. 3. Target Group
1st & 2nd grade students of:
1. IT
2. Economics / Management
3. Humanities
7. 3. Target Groups
IT Economics Humanities
Soft skills Theory in practise Internationalism
Internationalism Corporate sphere
Idea of AIESEC
Teamwork Internationalism
Leadership / Theory in Practise
Purpose of AIESEC (professional dev.)
Management
8. 4. Messages
What AIESEC can offer What students want
What´s incommon?
Communication of specific
benefits to the 3 target groups
9. 4. Message
Concept of the stories
• The campaign will be again based on story telling, although
with slight changes comparing to the autumn campaign
• The main message as well as stories will be connected with a
story that will be supposed to express on benefit that person
got from AIESEC
• There will be 10 co-messages (benefits) and LCs can pick on
based on their reality and what people they need to get for
specific positions
• So this time the campaign will be focused more on
explaining the very specific benefits
11. 4. Message
Concept of the visuals:
• The main message is strongly connected to the
benefits
• This time the photo of story tellers will express the
benefit itself too (not only the story)
• The visuals will consist of: Photo, Main message, co-
message (benefit), webpage, partners, other
information
12. 4. Message
Co-messages (benefits)
- Naučil jsem se prezentovat před velkým publikem
- Vedl jsem tým osmi lidí (číslo sa dá upraviť)
- Zlepšil jsem si komunikační dovednosti a ted' nemám problém prodávat na firmách /
spolupracovat s představiteli firem.
- Komunikuji s manažeri firem a mám spoustu kontaktů do budoucna
- Umím si lépe setřídit svůj volný čas
- Získal jsem potřebnou praxi a zkušenosti do životopisu již během školy
- Komunikuji s médii a naučila jsem se pracovat s webovými stránkami
- Diky AIESEC jsem mela moznost pracovat v tymu s lidmi z 12 různych zemí.
- Znám 20 lidí v zahraničí, které mohu zkontaktovat a navštívit.
- Díky AIESEC jsem se naučil jak vybrat správne kandidáty pro 12 pracovních pozicí
zahraničí.
13. 5. Packages
As each of the LCs have different reality and various
approaches to the student market, there will be special
packages created for each of the committees that
would:
1. reflect the best communication mix (channels) that
work at each LC
2. show at what channel to focus at what time based
on „Growth of AFs in time“ analysis
3. include recommendations about possible
bottlenecks for LCs
14. 6. Budget
Expenses:
• POS (prints) will covered by LCs
• Photo shooting will covered by MC
15. 7. Phases of Campaign
Analysis Creation Finalization Execution
LC needs Goals
target groups setting
Analysis Defining TG
application forms +their motivation
Campaign Message Growth in AFs Execution
newies feedback motto timing, channels & assessment
RCTM team Comm. mix Visuals
structure channels final
LC packages LC packages
frame final
Visuals
draft
16. 7. Phases of Campaign
Timeline
• Final visuals: 22.12.2012
• Materials delivery to LCs: 14.1.2013
• Online Promotion: from 14.1.2013
• Physical Promotion:
– Wave 1: 21.1. – 1.2.2013
– Wave 2: 18.2. - 15.3.2013
17. 8. Assessment
• The success of the campaign will be assessed
accorging to the goals of the RCTM
• Also, all the channels used will be assessed
