How to do Campaigns in GCDPo


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How to do Campaigns in GCDPo

  1. 1. How to do OGX Campaings
  2. 2. Plan • • • • • Set Goal Target Audience – Profile of customer Choose Channels Create Message Prepare campaing with concreate MoS and timeline
  3. 3. Setting goals • # of RA • # of Application • Use backwards planning • Use your own efficiency rate (from appl/RA)
  4. 4. To Ra the right EPs you need to know your customer: • Know how they think • Use Most Influential Channels • Customise your Message
  5. 5. Common Oversights in defining your Target Audience Thinking your customer is the same for all the products Having an overview of your customer that is too general Not thinking the way your customer does
  6. 6. Target Audience • STEP 1: IDENTIFY YOUR CUSTOMER -Build a Customer Profile Map *(oGCDP does Not have Minimum Criteria as strict as oGIP Talent)
  7. 7. Customer Profiles: EP profile of Global Citizen – Cultural (Social projects) Working Exp. Academic Background any any Preffered: Preffered: Social work exp. Internal relations Presentation s skills Tourism Trainig/Facili ting Social science Cultural Edu/Child Edu Level of English Interests Time availbality Ideal Behaviours Context Ability to adapt to different realities Wanst to take up extra curricular activities Interested in Global Issues Tolerant/Open to different cultures Wants to explore new cultures Interested in Global Cultural issues Drive for challange Interested in cross-cultural communication Willing to travel Wants to travel Clear understanding of global cultural issues Wants to help local communitites Interested in social issues B1 – B2 Interested in presenting his/hers own country and culture 6-8 Mostly: June-JulyAugust Average – High EQ and Social responsibility
  8. 8. EP Profile of Global Citizen - Language Working Exp. Academic Backkground Any Pedagogy/Psychology/Bili ngual and Crosscultural Edu/Language teaching Training and development Skills: Advanced teaching Presentations/Tea m management/Train ing /Facilitating Foreign language Edu Lefel of Time Interests English availability B2 – C1 Working with young people Spanish Improving language skills Russia Ideal Context Behaviours Wants to enhancfe teaching skills 6 – 8 weeks
  9. 9. EP Profile of Global Citizen - Entrepreneurial Working Exp. Academic Backkground Any Economics,BA In Global issues International business/ International relations Entrepreneurs hip Marketing, Finance Economics trends Skills: Training/Faciliting/ Presentation Lefel of English B2 – C1 Interests Time availability Ideal Behaviours 6 – 8 weeks Global politics Strategic management Innovations Global mindset and Entrepreneurial outlook Context
  10. 10. Target Audience • STEP 2: UNDERSTAND HOW THEY THINK - Build a Customer Insights Map • Based on your basic understanding conduct External Market Research • Run surveys/ interviews/ assessments to understand: • Where you’re customers are and when they are there? • What they’re state of mind is at that touch point? • What needs do they possess at that given point?
  11. 11. Sample of Customer Insights Map Timeline Context Emotional Status (What problems does s/he need to solve? Needs (What problems does s/he need to solve?) Touchpoints (Through which channels can we reach him/her?) March Going into Summer Vacation in a couple 1 month’s time “I don’t want to be spending the whole summer bored at home. I want to do something different” “I’m jealous about hearing that my friend’s family will travel to europe, and my family has no plans to leave. “ I check Facebook every evening As a distraction from my studying, I usually check to see what my friends are up to.
  12. 12. MESSAGE Your Messaging should be based on the answer to the question— “Why should I buy into this specific opportunity?” 1. Customise a Value Proposition for each Issue (Teach to Learn) 1. List down the Key Benefits a customer will gain from the opportunity under this specific issue ? (ex. Gain personal development, make a difference in children’s lives) 2. What are the Reasons to believe/ Proof points for this issue? (ex. Stories, testimonials, Impact of projects)
  13. 13. CHANNELS 1. With your Customer Profile Research, identify the Key Channels which present ideal opportunities for you to connect with your target audience 2. Can be online or physical channels: • Facebook • University and Faculty (Professors,Direct emails, Uni Web, Campus promo – Roadshows, Class shouts, bus stop) • Web • Your events 1. Determine KPI’s for each of these channels that clarify the ROI of these channels for the marketing campaign 2. A Customer Journey Map can help!
  14. 14. Touchpoint Facebook Website Mental Barrier I’m turned off by ads on social media I only have a 2 min attention span Question What’s happening in the world? Where can I go? What can I do? Motivation I want to experience something worth sharing I get to travel and make a difference? Cool! Activity I’m browsing my wall feed for updates from my friends I browse the homepage and I look for “about” and “process” Redefine yourself Basic Information on where you can go, what you can do, how to apply Message/ Information Reason to Believe Here’s a story that made a Showcase direct impact of difference! projects Tactic Story of an EP teaching kids in Latin America links to website Basic + most engaging info, Call to action visible on each info page KPI # clicks to website # sign ups
  15. 15. Strategies/Tactics: • Create concreate and measureable Action steps (měřit každou aktivitu jak přispívá k cíli) • Devide responsibilities • Set Timeline
  16. 16. Example: • Break down all numbers according to: - My customer (Target group) – aiesecers, returnees, alumni, students - Which faculties / departements are they from? - Communication channels – where comes my result from? Example: 20 raises from economical faculty • 10 people from roadshows and individual meetings set after roadshow • 5 people from friends – came to event • 5 from facebook from returnees
  17. 17. Evaluate every campaing!