The Steering Team meeting discussed several projects under Branding and Marketing, including a Brand Refresh and a Storytelling Platform. For the Brand Refresh, the team received an update on work done so far to redefine the AIESEC brand positioning and visual elements. They discussed next steps to build new brand materials and implement the refreshed brand globally with the network. For the Storytelling Platform, the team discussed the rationale for an interactive online platform to generate user stories and provide cultural experiences to more youth. They provided recommendations for both projects, emphasizing network alignment, testing, and commitment to using the new platforms.

1. IMPLEMENT 1 by Steering team 12-13
November 2012

2. PURPOSE OF THIS BLOCK
One of the Purpose of Steering team is providing feedback for AI strategies
which have long-term impact on the organization.
During this block we discussed the following projects run by AI in term 12-13
in a perspective of achieving 2015:
1. Production Capacity (process optimization)
2. Quality Delivery (NPS implementation)
3. Branding and Marketing (Brand refresh, Storytelling platform)
Each idea was presented by AI responsible for the project, then we
analyze it by SWOT model and gave recommendations as a
conclusion to it.

3. PRODUCTION AI responsible: Mate
CAPACITY

4. PROJECT DESCRIPTION
Analysing the current processes of running GCDP and GIP to
develop outside of the box ideas to create more efficient
processes
It can bring long-term shift in our operation management what
will let us allocate more HR to realization of projects rather than
preparation for it.

5. WHY?
This project aims to achieve the following KPIs:
100% realization rate
GIP matching duration: 30 days
GCDP matching duration: 15 days
Average realization time: 30 days
Additional:
Breakthrough: SCALE, TIME, QUALITY
Online Engagement
Business Development

6. CONNECT
REGISTRATION ON A WEBSITE
>> Social media based, but it can be manual
>> Personal Information, Academic Background
>> Working Experience, Skills, Languages, Interests
ACCESS TO OPPORTUNITIES
Available Corporate Opportunities (GIP TNs)
Available Volunteer Opportunities (GCDP TNs)
IT CONTINUES
APPLICATION
PREPARAITON
PARTICIPAT
Corporate: application for exact opportunities
Volunteer: application for sample issues & REALIZATION
destinations …
Volunteer
Corporate
Matching
E
Matching
Home entity: check
Home entity: check
the eligibility
the eligibility
Home+hosting entity:
Hosting entity: short-
short-listing
listing
Organization: final
Company: selection

7. OPENED
PLATFROM
PROPOSAL
PREPARATION
REALIZATION

8. STEERING TEAM
RECOMMENDATIONS
• Restricting number of applicants to opportunities available for higher realization rate.
• MyAIESEC.net and this platform need to complement each other.
• Preparation of the EP needs to be emphasized so EP’s understand the WHY of
AIESEC.
• After people apply, selection to matching should be semi-automatically.
• Consider how CY-CY cooperations will be integrated into the system.
• Contact info should not be available, just the job description.
• Database of people applying should be available to the home CYs in a user-friendly
format.

9. PRODUCTION AI responsible: Junior
CAPACITY

10. WHY?
To improve and invent systems and tools in order to
maximize the delivery of AIESEC experiences.
3 main proposals under this project:
1) Switch to Cloud hosting
2) Creation of API
3) Web applications

11. Your Gdocs are here:
CLOUD IS… CHECK HERE
Why Cloud Computing?
• Reduce cost of IT infrastructure
• From 14.000 to 5.000
• Enhance competitive advantage
• Inflexibility of current infrastructure
Risks
• Legal implication in different countries
• Lack of technical knowledge and external advice

12. API IS CHECK HERE
Why? To create an open architecture for sharing content and data between
communities and applications. In this way, content that is created in one place can
be dynamically posted and updated in multiple locations on the web.
MC
Risks
A LC
P BR • Lack of programmers and web developers
within AIESEC’s membership
I IN
• Lack of control from Global/National level
versus Global/National policies
• Lack of IT Infrastructure in National/Local
level

13. WEB APPLICATIONS
Exchange Management web application:
Application Process Management (EP can apply directly through the
system and be shown to TN taker without sending e-mail)
Enhanced EP/TN search filters
Relative search of EP/TN (shows % how EP fits your TN)
 EP/TN Cart
TMP/TLP Management web application:
Team assignment (visualization with tree structure when you can assign
people by dragging and dropping them in the entity structure)

14. NEXT STEPS: GST PROJECTS
Creation of Resource/Learning Center (decision should be made by the end
of December)
DAAL Files & AFT Evolution (Live)
Mobile Application Research

15. STEERING TEAM
RECOMMENDATIONS as IMAC, IT auditor before
• Seeking consultancy from experts such
Cloud implementing
• Understand if there will be any downtime during the switch over
• Approving apps before they go public in the network
API
• Figure out a solution to ensure that we have IT/programming
capacity to take such a system forward
• Build awareness of what has been already generated so we do not
duplicate efforts (example: create an ‘APP store’)
• Create a usage guide
Web application
• Make a wish-list for future apps

16. QUALITY DELIVERY AI responsible: Juanki

17. NPS

18. SUMMARY OF THE WORKFLOW
IN STEERING TEAM MEETING
The flow of this part started by a presentation from AIESEC
International, updating us about the status of the 1st of phase of
implementation and raising the bottlenecks that they are facing
and the coming steps for NPS usage among the network and
how it will migrate into our operations and MoS

19. WHY ?
PROVIDE BETTER
EXPERIENCES
HOW does NPS
Measure of Success Quality Index as one of MoS
help ?
Increase #
Enhancing the Experiences
Understanding what our people
wants of
Promoters
Product Development & OnGoing & direct input from
Innovation people living the XPs

20. TIME LINE
Individual Platform
MCPs implementation
Summary
Report per MC
through 2n Phase
of Piloting
in IC pilot
2012

21. HOW TO DO GOAL SETTING
BASED ON NPS ?
There is no one indicator that we can use NPS for to
give a fixed measurement for our quality
There is set of indicators that we can use to
measure quality
% of NPS Response Fire
Trend
Promoters Score Rate Fighting

22. WHAT IS THE USAGE OF THE
DATA FROM NPS?
Process
Fire
Marketing Improve
fighting ment
1- Why are our promoter
liking us? 1- Reactive approach 1- What to adjust
- 100% Comments to get more
2- What are our passives are read
and detractors missing? - Every case is promoters
managed!
3- Combining attraction with
2- Proactive
Value 2- GST track
approach!

23. RECOMMENDATIONS
FROM STEERING TEAM
• Full time NPS firefighters (Outsource or AI
Role?)
Weekly NPS reports + Operational plans
based on quality issues
• Pilot countries to give structure
AIESEC recommendations for NPS responsible for
International distribution to network
• Showcase GCPs of NPS usage
• Integrate NPS sessions at IPM (not as a
separate session, but as part of the whole)
• Education of EP’s around NPS and
promoting usage of the same by MC and AI

24. RECOMMENDATIONS
FROM STEERING TEAM
• Integrate NPS inside CY operations
• Part of Membership criteria for LC
• Attach NPS to LC/MC Planning
• Use NPS in the product
MCPs development process
• Tracking the output of NPS and see
the reflect on how many customers I
am attracting

25. ALUMNI AI responsible: Misha

26. SUMMARY OF THE
WORKFLOW IN STEERING
TEAM MEETING
This topic was handled through out a discussion about the
challenges AI is facing with some Alumni and showing the MCPs
in Steering team these challenges and then MCPs began to
develop ideas under the scope of these challenges to ensure
that this won’t affect our brand.

27. MAIN CASES
Actwit: This is platform is created by 2 AIESEC Alumni and they are using
the AIESEC brand in this platform
Current Status: The Alumni has been contacted by AIESEC International to
stop any kind of activities in that website using the AIESEC Brand
Action to be taken: Last warning is to be sent to him and if he didn’t respond,
AIESEC International would consult a lawyer and raise a case on him

28. MAIN CASES
AIESEC World: This is platform is created by AIESEC Alumni in Brazil and
he is using the AIESEC brand
Current Status: The Alumni has been contacted by AIESEC Brazil and they
raised a big promotional campaign about this Alumni that no body should
deal with him and that AIESEC World isn’t under the AIESEC Brand
Action to be taken: The Alumni stopped the activity that was running on the
website

29. IMPORTANT FACT
AIESEC International doesn’t have
any legal power to suit anyone that
uses the AIESEC Brand except
within the European Union

30. RECOMMENDATIONS
• Each AIESEC entity should have a
lawyer established and consultancy
towards this matter as AI cannot fulfill
this answers.
• To have a minimum criteria to the
MCPs status of Alumni.
• Reinforce the values of AIESEC
towards the Alumni and members.
• Mandate the L&G SC to propose new
Alumni principles.

31. RECOMMENDATIONS
• The Global Association should be aware of
the situations that entities live. Share and
get them aware of that
• To create a draft of global Black List of
associations/organizations that we don’t
AIESEC want to cope with.
International • : Have some JD in AI to provide
frameworks to Alumni relations and
avoiding problems that might happen.
• To have a legal board/legal unity to help us
with this sort of issue.

32. BRANDING AND AI responsible: Peter, Steve
MARKETING

33. BRANDING AND MARKETING
Branding and Marketing is a part of AI 12-13 plan as an
amplifier for our activities.
It consists of 3 parts: Brand Evolution, Organizational
Reputation, Online Engagement.
Find more on wiki HERE.
Organisatio
nal Online During Steering Team Meeting we discussed 2 projects
Reputati Engage under this driver: Brand Refreshment and Storytelling
on
ment platform to ensure that it is relevant for network and it
moves us to the right direction. As well as to understand
what the Network should do to support this initiatives.

34. BRAND REFRESH
Brand Refresh
Organis Why a new brand?
ational Online Our impact model moves us towards a bigger and better
Reput Engag
ation AIESEC, more capable of fulfilling what we envision.
ement
To strive towards this impact and 2015 ambition with new AIESEC
XP model we need
- stronger positioning in the market
- more and more people to know about AIESEC and recognize
our purpose and place in the world.
Our brand should be attractive for non-members and actionable for members

35. WHAT HAPPENED SO FAR
Oct- Jan
- Investigation into brand management
Global Student Market Survey May
- Qualitative: Interviews with ~200
students - PR summit
(@ers& non- @ers) - Re- freshed brand
draft concept 2.0
April
Global Student
Market survey
- Quantitative:
YouthSpeak ~35.000
responses
- 1st Re- Freshed
brand Draft concept
- Global PR Hubs

36. WHAT HAPPENED SO FAR
Nov - Dec
-Brand XP Summt
- Global Brand
Jun - Sep Testing
- DesignThinkers- - Final Brand
start of collaboration definition
Jul - Sep From Jan
- AI Transition -implementation of
Sessions with DT new brand
- IC
- GST Selection

37. NEXT STEPS
Building the SUMMIT + Implementation
elements Focus Groups with Network
GOAL:
GOAL: Experiment with and
develop new brand visual
Create new ways of presenting elements GOAL:
the AIESEC brand online, in
materials and in person Model and evaluate focus Alignment of the Global
group format Network
EXPECTED OUTCOME:
- Refreshed visual elements
EXPECTED OUTCOME: EXPECTED OUTCOME:
- Customizable material for Global Brand Alignment More people applying for
countries and LCs and Implementation ELD programs
- Brand Strategy and Guide
Brand identity – upgrade Strong positioning in the
guidelines (how to communicate market
and align the AIESEC Brand Online Materials
Globally ex. online media, events
etc.)

38. RECOMMENDATIONS FROM
STEERING TEAM
Brand is more
youth oriented Not clear Recommendations for AIESEC Internationa
S W
Experts
working on it
LOGO will not
be changed
communication
to the network
which caused
confusion
Explain timeline and implementation steps to the
network
Prepare education materials for the network for
No different levels (ex: Brand book)
O T
Develop right understanding of Make clear attributes and visual elements for
Brand Audit what brand is Programs
based on it exactly Launch Brand at one moment for the whole
Confusion on LC Network
level

39. STORYTELLING PLATFORM
Interactive
storytelling
platform
Organis
ational Online
Reput
ation
Engag Why do we need a new Global online platform?
ement
To enable more young people experience AIESEC –
providing them with micro XP.
Therefore we get more promoters and customers.
Topic should be relevant and connected to our product
 cultural experience.
Online | Interactive | User generated content

40. STORYTELLING PLATFORM
The platform will differ from your storytelling
blogs by:
• Interactive features (interactive map, filters,
etc)
• High quality content generated by users all
over the world
• Increases credibility of AIESEC

41. NEXT STEPS
Phase 1
Nov launch of blog AIESECers
stories
collection Non-
social AIESECer
sharing
Dec Phase 2:
professional app
launch of app
stories
collection
Jan
Proof &
Insights

42. RECOMMENDATIONS FROM
STEERING TEAM
Every member of the network should:
• Become a user
• Feedback constantly to AI
• If you are not interested – explain WHY NOT, because you are the target
group
Only if everyone commits to use the platform, will it work and bring impact on
our organization.