AIESEC Jordan Communications Plan - 2010-11

Communication Plan
Part 2: Yearly Communication Plan
AIESEC Jordan MC
July 5, 2010

Table of content
1. Overview
2. External Scan
3. AIESEC Jordan Message Framework
4. Communication Objectives
5. Key channels and tactics
6. Major Brand Management Projects
7. Timeline

AIESEC ‫جمعية تنمية مهارات الشباب القيادية‬
PO Box 841148 | Amman 11181 | Jordan | www.aiesec.org | jordan@aiesec.net

Overview

As a general situation AIESEC has very strong messages to convey and we do stand
in a unique market position to distinguish ourselves.

Nevertheless the challenge of inconsistent communication, when it comes to the use
of channels and the frequency of communication, is damaging both our brand and
our overall visibility.

Jordan’s external environment is an excellent soil for the activities of AIESEC, but
also poses the risk of fragmented channels and confusion of our messages between
audiences.

The coming pages are outlining the strategic direction and action steps we will be
taking to grant a simple, but strong brand visibility for AIESEC Jordan.

External Scan

Perception of youth

His Majesty King Abdallah II has outlined several times to importance of
youth in Jordan. There are multiple initiatives supporting education and the
development of youth and the country is aware of of this importance.

Nevertheless as a cultural trait in Jordan there is a general mis-trust for
organization led by people who are “too young”, thus this make our job
harder in showing the real strengths and achievement of AIESEC.

Despite the above challenge Jordan has an excellent background for
communications and AIESEC in terms of the perception towards youth. Royal
and Governmental pressure on the development of youth will grant us the
opportunity to overcome the challenge ahead.

Competition

Competition is not numerous, but strong, and is mostly coming from Royal
initiatives or government funded organizations/NGOs.

AIESEC Jordan has been struggling with highly limited resources, thus have a
weaker reach. Access to universities and stable funding have been hindering
us compared to our competition.

Another edge or threat may be our limited presence nationally. While we
claim to be a fully national organization our geographical outreach is lagging
behind, though it is recently being tackled by the expansion initiative run by
the national team.


Unique AIESEC advantages

Clearly there is not organization in the country with 60 years of successful
history, being fully led by youth all around the globe.
Also in the last 4 years AIESEC Jordan has seen such remarkable
development in its membership what barely any other organization can claim
in Jordan.
Last, but not least, our competition is highly reliant on funding to provide
developmental opportunities for young people, while AIESEC Jordan have
already proved to be able to deliver outstanding results in this field with much
more limited resources.


AIESEC Jordan Message Framework

Positioning AIESEC is a global, non-political, independent, not-for-profit organization run by students and recent graduates of institutions of
Statement of your higher education.
mission or the
Its members are interested in world issues, leadership and management.
philosophy that
drives the AIESEC does not discriminate on the basis of race, colour, gender, sexual orientation, creed, religion, national, ethnic or social
organization origin.
Tagline  Activating leadership in Jordanian Youth by empowering them in leading teams and initiatives
Key words or  Exposure to a global network of 107 countries through conferences and the Global Internship Program
phrase to capture
what makes your  Professional, personal and cultural experience through managing the organization and engaging in the GIP
organization
special
Elevator AIESEC, as an international organization led by youth, creates the opportunity to experience leadership and the differences of
Speech culture at an early age. Besides the Global Internship Program the entire management of the organization is in the hands of youth,
A 2-sentence thus granting them a unique, unparallel experience.
summary of what
your organization
does
Audiences Students Corporate NGOs Government Alumni Parents
What interests your Doing something Interested in Interested in how Wants to make sure Want to re-engage, They do care about
audiences
different, self- accessing local or can we cooperate operations are legal leverage the the development of
development and international talent. together and align and are serving the network and some their children, but in
potentially the GIP Wants to see a our objectives. (also interest of the of them to deliver the same time are
is of interest. return on potential TN taker). Kingdom. support to AIESEC. concerned about
investment. their safety
Benefits &  Engage with an  Access to  Engage with  Development of  Re-connect with  Development of
Attributes international international Jordanian youth Jordanian youth former peers their children
Key Messages community talent (through on specific  Strictly designed  Engage with a  Kids growing up
about what your
 First hand the GIP) issues internal policies potential in self
organization offers
experience  Access to local  International  Strong business confidence,
 Social network & talent expertise accountability network getting ready for
Engagement  Funding the through the GIP structures  Support AIESEC “real” life
 Corporate development of  Network of  Legal at least with  Interaction with
network issues youth and Compliance presence foreigners in a
 Impact You can  Funding the corporations  Being positive controlled
make development of around the ambassadors of manner
 International Jordanian youth topics we work Jordan in a  Engaging with
Opportunities  Talent on. global network different people


(internships, pipeline  Capacity building of youth with clear
conferences,  Issue based objectives (not
CEED) impact for just random
focused brand coffee place
projection hang outs)
 Enhancing
employer brand
 Expanding CSR
portfolio

Features  100 members in  List of AIESEC  Key international  Despite being  Their own  Stories of
Talking points or Jordan Jordan Partners NGOs partnering youth lead so far development Jordanian
detailed messages
 107 countries  Testimonials with AIESEC always meeting and experience members abroad
about the benefits
 The from Partners (e.g.: Artemisia) government and in AIESEC  Engaging with
achievements of  Experience and  Long history of legal regulations  How much have interns directly
our members contribution of Jordanian NGOs  Stories of AIESEC Jordan  Stories of
 Stories of interns working with us Jordanian EPs developed in the Jordanians’
development  Number of (JOHUD, ZENID, abroad last few years development in
from our internships etc.)  Good case  A strong intern AIESEC
members delivered  Stories of interns practices of community  Experience of
 20 interns in the  107 countries working at NGOs other countries  GCPs of Alumni Alumni
country  60 years of here supporting engaging all  60 years of
 3 projects background  Long lasting AIESEC around the history
 Multiple teams  Jordanian partnerships,  Stories of Globe with  Stable legal
partners such as SOS development of AIESEC. background
engaging with us children village Jordanian  Truly global
for a longer Students organization
period (CCC,  Registered with
4Ps, To Excel, the Ministry of
etc.) Interior
 Total number of  Trade Mark
partners we are registration in
working with progress


Communication Objectives

1. Simplification of the AIESEC Brand for all audiences  one clear voice which is easy
to understand

2. Basic channels are set up with clear objectives, simple structure and are being
maintained properly

3. The membership is able (and willing) to act as brand ambassadors

4. Improved knowledge of our markets enable us to find the right communication mix
for the right audiences


Key channels and tactics

Targeted Development/resources
Channel Potential Purpose Decision
Audience needed
Frequently used channel and Needs specific content To keep, mostly as it is
platform of preference for the development. a platform of reference
student sector. FAQs and discussion are to be and also the risk of
A key tool of interaction, being the placed. abandoning existing
nature of the channel. Tabs of partners or other operations is high.
Facebook page Students
Not the best platform to publish development points are to be
lengthier content, but still being added.
content and update demanding Needs constant attention and
update, hard to abandon without
damage.
Great and easy tools for general At the current stage we need a Supporting channel for
visibility through press releases. If clear database to support the mass exposure, with
Newspapers &
Mass Media we want to step forward though dissemination of press releases. lower ROI
Online portals
especially newspapers require
personal relations with journalists.
Segmented tool to reach business Needs personal attention in Starting with ACTIVATE
oriented audience. developing partnerships. they are a tool to be
Excellent sales support and brand Also clearing of previous developed, as the first
awareness tool in the Corporate, relationship issues are a must. clearly segment
NGO and Governmental segments. For proper utilization they will oriented channel.
Magazines Corporate/NGO
need specific stories, pieces of
news and press releases. Will
need to balance between mass
media and exclusive segment
related materials.
Twitter Synchronized with the Facebook Fan page, no additional attention required, drive traffic to Facebook
The general background of Major energy is to be added Definite must have
General, all
Website referrence. Key in any here, needs to get fixed
stakeholder
communications activity as every technically then proper and high


material will refer back to here. quality content is to be added.
Needs to contain both general and As a last stage structure/system
segmented information, for a fast update to be done.
communications mix is to be
decided per section on the website.
Provides a simple platform for Content – though many of it will Keep and invest time
disseminating content, with a less be available through campaigns, into it.
formal style. press releases and events. Re-launch together with
Also blog features enable easy Easy development and easy, the website as
Student (Primary), tracking and instant feedback and though could be linked easily. complimentary
Blog NGO & Corporate interaction through comments, platform.
(Secondary) which is not available on the Check if we can render
website. Could bring us closer to it through the website.
the audience. Get MyAIESEC.net blog
2nd key discussion/relationship
oriented channel.
Interactive, but very resource Needs video editing and many No need – do not
demanding channel. If properly other skills which are rare in the delete, add reference
Student (Primary), maintained can be very powerful in organization. Time consuming links and keep as back
Youtube channel NGO & Corporate triggering emotional bond with the maintenance of content. up
(Secondary) audience, but in case the quality
does not reach the standard it
backfires.
Posters and flyers mostly. Their While they are costly and work Hell yeah
tangible nature makes them intensive they are a key tool in
excellent reference materials to the mix. If online reference
drive traffic to other communication channels are backing up the
Offline materials
Student sector channels. messages and the content they
(Students)
Also they are the front line in will bring and excellent ROI for
creating attraction to the the relatively high demand on
organization and they do trigger an resources.
emotional bond to the brand.
Sales Materials Corporate & NGO Creating the first impression, One time major time investment Review of materials to


(Corp) strengthening and presence of the in reviewing all materials. be done, decision on
account manager. Does come with printing cost, but printing is to be made
Again as tangible materials they are if used wisely ther return on based on budget
of reference and emotional value. investment is direct and strong. available.
All of them are to be designed with
the mindset that they will be used
as decision support content
internally in our accounts.

As a summary the key channels are the following:

1. Online and constantly updated channels
a. Website
b. Facebook fan page (with Twitter synchronization)
c. Blog
d. Mass media (press releases)

2. One time development
a. Student promotion materials
b. Sales materials review

3. Possible segmented channels (as a second phase of channel development)
a. Magazines for corporate, NGO and Governmental sectors


Major Brand Management Projects

1. Brand Audit
a. Audiences: Students (Primary), Corporate and NGO (Secondary)
b. Purpose of the project: Support our understanding of the market, cross
check hypothesis on our perception in selected audiences.
c. Brief description/methods: A mix of qualitative and quantitative methods
to serve the 2 key objectives. With a clear focus on understanding our
student market better and shift a bit from unbalanced corporate orientation.

2. Recruitment
a. Audiences: Students
b. Purpose of the project: Attracting the right people into the selection
process
c. Brief description/methods: With the planned 1 recruitment campaign we
need to make sure that our communications mix is effectively attracting the
kind of people who we need now in the organization.

3. Tales of 1001 Arabian nights
a. Audiences: All stakeholder groups
b. Purpose of the project: Documenting the stories of development,
achievement and contribution
c. Brief description/methods: Case studies and testimonials to be collected
from all stakeholder groups. This is a major support campaign and would
serve a healthy communication/message mix for the coming 2-3 years.
Corresponds mainly with the communication objective of 1 voice.

4. Website development
a. Audiences: General for all audiences
b. Purpose of the project: Creating a stable background of all communications
c. Brief description/methods: By a simple and informative website the basic
reference channel will be created, ready to support any campaign or
communications.

5. End year networking event/celebration
a. Audiences: Corporate and NGO (primary); parents (primary); students
(Secondary)
b. Purpose of the project: PR for showcasing AIESEC Jordan achievements
c. Brief description/methods: Through a closure event for the term we could
bring together most stakeholder groups. This will enhance our direct
relationship with them, along with serving as an excellent media tool.

6. Organizational Development Plan
a. Please check the separate document with the plan


Timeline

2010 2011
Timeline
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
NLDS August
ACTIVATE
Events to tap TACTIC
NLDS February
LC Events (potentially)

Website
Brand Audit
Brand Management Tales of 1001 nights
projects Recruitment
Networking event
Communication TF


AIESEC Jordan Communications Plan - 2010-11

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