This document outlines fundamental changes to marketing strategies and customer flows. Key points include: - Marketing will play a higher role in conversion strategies and the entire membership will be more involved in marketing. - Digital ecosystems will be crucial for driving sign-ups. A new concept of "internal marketing" will also emerge. - Marketing responsibilities will change according to new customer flows, from attracting website visitors to generating applications, realizing opportunities, and retaining customers as promoters. - Content marketing will be important for attracting, retaining customers and positioning the brand throughout the customer journey. - Conversion rates and backwards planning of goals will need to evolve according to the new customer flows.

1. Fundamental Changes:
marketing&pr
For MKT, COMM, PR

2. Flow
Clarity of
the Why
Future of
MKTG
Making It
Happen

3. WHY?
WHY
NOW?

4. Powered by
Purpose
Our organizational
stand
-
Leadership
development
Becoming
truly
customer
centric
Our competitors
push

5. Less walls between us and the customer.
- Marketing people’s involvement in conversion strategies will be even higher.
- The whole membership will be more involved with marketing strategy.
- Digital ecosystems will play a crucial role in driving sign-ups.
- A new «internal marketing» concept will start existing-
Impact

7. We are involved
In all the cfS!

8. Powered by
Insert tmp tlp CF here

10. Groups, handouts, analyze customer flows and main MKT
responsiilities
What’s new?

11. Key Changes:
Sign Up

12. Key Changes:
APPLY

13. Key Changes:
REALIZE

14. Key Changes:
COMPLETE

15. Key Changes:
UPSELL

16. So, how does Our
job look like?
Experience
marketing
opportunity
marketing
Promoter
MARKETING
Marketing never stops.

17. Program
By program
KPIs and deliverables for TMP/TLP, GCDP and GIP

18. outgoing
Gip
• STRANGER: Market Analysis, Brand Positioning, Sub-brands definition according
to your entity partnerships and market focus.
• VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.
• LEAD: Promote the specific opportunities, as anyone can see them! Strong
synergy with oGIP Operations to understand TN’s value propositions.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on
communications framework and reporting milestones
• REALIZED: Showcase Interns’ story in your Global Talent materials. Focus on the
Leadership Development Model elements and inbound content (culture,
learnings – easy-to-share content)
• COMPLETED: Use NPS to adjust your product packaging, start marketing new
opportunities!
• PROMOTER: Engage the EP in events, upsell (TLP? GIP?)
#website visitors
time spent on website
# sign-ups
# applications
NPS Score
# stories collected from EP
Sign-ups / Visits
Applications / Sign-ups
Time to first application
Sign-ups through referral

19. incoming
Gip
• STRANGER: Market Analysis, Brand Positioning, Sub-brands definition according
to your entity partnerships and market focus. B2B PR.
• VISITOR: Optimize website with corporate-friendly information, have ORS in
place, provide clear sales material to your entity.
• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can
see it!) and Organization Page is attractive enough.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on
communications framework and reporting milestones
• REALIZED: Showcase Company’s story in your Global Talent materials. Focus on
the Leadership Development Model elements and inbound content (culture,
learnings – easy-to-share content) for a corporate audience.
• COMPLETED: Use NPS to adjust your product packaging, start marketing the
opportunity of new interns.
• PROMOTER: Collect endorsement and referrals for other corporate leads.
# events attended
#ORS Leads
# opportunities on GIS
# applications
# endorsements collected
# inbound content generated
Opportunities Posted / Leads
Applications / Opportunity
Time to first EP application

20. outgoing
Gcdp
• STRANGER: Market Analysis, Brand Positioning, Sub-brands definition according
to your entity partnerships and market focus
• VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.
• LEAD: Promote the specific opportunities, as anyone can see them! Strong
synergy with oGCDP Operations to understand TN’s value proposition.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on
communications framework and reporting milestones
• REALIZED: Showcase Interns’ story in your Global Citizen materials. Focus on the
Leadership Development Model elements and inbound content (culture,
learnings – easy-to-share content)
• COMPLETED: Use NPS to adjust your product packaging, start marketing new
opportunities!
• PROMOTER: Engage the EP in events and with media, upsell (TLP? GIP?),
capitalize on re-integrated EP for leads generation through referrals.
#website visitors
time spent on website
# sign-ups
# applications
NPS Score
# stories collected from EP
Sign-ups / Visits
Applications / Sign-ups
Time to first application
Sign-ups through referral

21. incoming
GCDP
• STRANGER: Market Analysis, Brand Positioning, Global Citizen Sub-brands
definition according to your entity partnerships and market focus. B2B PR.
• VISITOR: Optimize website with NGO-friendly information, have ORS in place,
provide clear sales material to your entity.
• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can
see it!) and Organization / Project Page is attractive enough.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on
communications framework and reporting milestones for impact measurement
• REALIZED: Showcase Organization’s / Project’s story in your Global Citizen
materials. Collect quality content through the whole realization period, focusing
on Leadership Development Model and user-friendly inbound content.
• COMPLETED: Use NPS to adjust your product packaging, work on impact
measurement reporting.
• PROMOTER: Showcase impact reporting, generate related content as thought
leadership piece, open new opportunities and leads.
#website visits
#ORS leads
# opportunities on GIS
# applications
# endorsements collected
# inbound content generated
Opportunities Posted / Leads
Applications / Opportunity
Time to first EP application

22. Conversion
rates
How does our backwards planning evolve?

23. disclaimer
• It’s the first time for our organization to work with these
customer flows.
• Most of the rates are based on estimations.
• When in doubt, plan for more!

24. outgoing
gip
40% 40% 90%
5056140350

25. outgoing
GCDP
40% 60% 90%
505693232

26. Summin’ up
What are the new leadership challenges for Marketing?

27. SYNERGY TO GENERATE
APPLICATIONS
DIGITAL TO DRIVE TO GIS
EXPERIENCE & OPPORTUNITY
TO GENERATE SIGNUPS AND
APPLICATIONS
Content TO ATTRACT, RETAIN,
POSITION.

28. Your entity
How to bring this change back home?

29. WHAT MEETINGS SHOULD I HAVE
IN MY MC TEAM?
HOW WILL I MANAGE MY
TOUCHPOINTS WITH THE
NETWORK TO DRIVE THIS CHANGE?
HOW WILL MY GOALS CHANGE
ACCORDING TO THE CUSTOMER
FLOW?

30. Thank you!
…WHAT ABOUT TONIGHT? 