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Brand Ambassadorship:
Goal & Reality Analysis
AIESEC Mongolia
Get Smart Campaign

mn.aiesec.org
Reality Analysis (TXP)
•
•
•
•
•
•
•

Leadership opportunities
Personal development
Practice English
Communication skills
They don't know what we actually do
Different opportunities
mn.aiesec.org
Reality Analysis (TXP)
NUM Analysis

• Small sample size (30)

• Leadership opportunities

IFE Analysis

• Big sample size (300)

• A lot of people don't know
AIESEC
• Leadership + opportunities

mn.aiesec.org
Reality Analysis (TXP)
Hear:
Do:
Say:
Feel:

Leadership + opportunities
Nothing / want to join
Leadership + opportunities
What we do / offer is relevant

mn.aiesec.org
Reality Analysis (TN)
• Current TNs say that we are cost-effective (visa) but
other companies say that we are expensive (salary +
accommodations)
• International experience for the companies
• Value adding for the company
• Interns give the full value of the cost to the company
• Companies here do not know how to handle interns
• Unable to maximize the internship XP
• Still expecting "white people" even though they do not
have the capacity to pay
• Setting expectations may cause a harder sell
• Something + language-based TNs
mn.aiesec.org
Reality Analysis (EP)
Outgoing
• Happy with the cultural experience
• Not happy with AIESEC (non-delivery from the project side)
• Happy with the network
• Proper expectation setting
• Career development/ professionalism
• Disorganized LCs
Incoming
• Either overworked or underworked
• Difficulty working with the locals
• EPs get used to the working environment after a while
• Incompetent management on the TN's side
• Lack of communication from EPs
• Most of them are not AIESECers
• Need to be more connected and integrated with the EPs
mn.aiesec.org
Goal Analysis (TXP)
Hear: The international platform for developing
young leaders through leadership and exchange
opportunities (brand position)
Do: Become promoters of AIESEC (Promoters:
involve themselves for AIESEC, engaging and
attempting to bring in new customers)
Say: Network, interpersonal skills, leadership
opportunities, practical knowledge and skills
(brand promise)
Feel: There is a need to join AIESEC for the
betterment of the youth and the society
mn.aiesec.org
Goal Analysis (TN)
Hear: Foremost international talent solution
provider in Mongolia
Do: Collaborate with AIESEC to increase
operational capacity
Say: Endorse AIESEC and its programs to
other companies and organizations
Feel: AIESEC is adding value to the
company and the investments through the
international programs
mn.aiesec.org
Goal Analysis (Outgoing EPs)
Hear: Opportunity to gain international working
experience and a way to have fun and meet
new people from different countries
Do: Be involved in AIESEC in other countries
and bring back their experience into AIESEC
Mongolia (IXP)
Say: The internship and the experience as a
whole was value adding and fun for them
Feel: The exchange was worth the trouble and
money that they went through
mn.aiesec.org
Goal Analysis (Incoming EP)
Hear: Mongolia is a nice place to live and work
in
Do: Be involved with AIESEC Mongolia and be
promoters of AIESEC Mongolia to their home
countries and to their TNs
Say: See the internship as a value adding
experience for them that they will be more
competitive in the job market
Feel: Fulfilled and satisfied with the work
experience and with AIESEC for providing a
holistic experience for them
mn.aiesec.org

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Brand Ambassadorship: Goal & Reality Analysis

  • 1. Brand Ambassadorship: Goal & Reality Analysis AIESEC Mongolia Get Smart Campaign mn.aiesec.org
  • 2. Reality Analysis (TXP) • • • • • • • Leadership opportunities Personal development Practice English Communication skills They don't know what we actually do Different opportunities mn.aiesec.org
  • 3. Reality Analysis (TXP) NUM Analysis • Small sample size (30) • Leadership opportunities IFE Analysis • Big sample size (300) • A lot of people don't know AIESEC • Leadership + opportunities mn.aiesec.org
  • 4. Reality Analysis (TXP) Hear: Do: Say: Feel: Leadership + opportunities Nothing / want to join Leadership + opportunities What we do / offer is relevant mn.aiesec.org
  • 5. Reality Analysis (TN) • Current TNs say that we are cost-effective (visa) but other companies say that we are expensive (salary + accommodations) • International experience for the companies • Value adding for the company • Interns give the full value of the cost to the company • Companies here do not know how to handle interns • Unable to maximize the internship XP • Still expecting "white people" even though they do not have the capacity to pay • Setting expectations may cause a harder sell • Something + language-based TNs mn.aiesec.org
  • 6. Reality Analysis (EP) Outgoing • Happy with the cultural experience • Not happy with AIESEC (non-delivery from the project side) • Happy with the network • Proper expectation setting • Career development/ professionalism • Disorganized LCs Incoming • Either overworked or underworked • Difficulty working with the locals • EPs get used to the working environment after a while • Incompetent management on the TN's side • Lack of communication from EPs • Most of them are not AIESECers • Need to be more connected and integrated with the EPs mn.aiesec.org
  • 7. Goal Analysis (TXP) Hear: The international platform for developing young leaders through leadership and exchange opportunities (brand position) Do: Become promoters of AIESEC (Promoters: involve themselves for AIESEC, engaging and attempting to bring in new customers) Say: Network, interpersonal skills, leadership opportunities, practical knowledge and skills (brand promise) Feel: There is a need to join AIESEC for the betterment of the youth and the society mn.aiesec.org
  • 8. Goal Analysis (TN) Hear: Foremost international talent solution provider in Mongolia Do: Collaborate with AIESEC to increase operational capacity Say: Endorse AIESEC and its programs to other companies and organizations Feel: AIESEC is adding value to the company and the investments through the international programs mn.aiesec.org
  • 9. Goal Analysis (Outgoing EPs) Hear: Opportunity to gain international working experience and a way to have fun and meet new people from different countries Do: Be involved in AIESEC in other countries and bring back their experience into AIESEC Mongolia (IXP) Say: The internship and the experience as a whole was value adding and fun for them Feel: The exchange was worth the trouble and money that they went through mn.aiesec.org
  • 10. Goal Analysis (Incoming EP) Hear: Mongolia is a nice place to live and work in Do: Be involved with AIESEC Mongolia and be promoters of AIESEC Mongolia to their home countries and to their TNs Say: See the internship as a value adding experience for them that they will be more competitive in the job market Feel: Fulfilled and satisfied with the work experience and with AIESEC for providing a holistic experience for them mn.aiesec.org