The document discusses shifting marketing strategies to a global website template and aligning with the new AIESEC customer flow. It recommends that smaller entities without websites can smoothly shift to using the global template. The ideal timeline is to prepare materials by end of November/early December and launch new websites before the new year. The best way for regions to manage the transition is to be open to change, prepare resources for implementation, and align with recruitment timelines. Regions should also gradually shift branding and ensure proper alignment with national processes. Actions from now until the next meeting include awareness creation, piloting the template with some entities, and gathering regional inputs.

1. Marketing for
Conversion
Output for the network
Steering Team 2014-2015
November, 2014
* Please check IC outputs and MCP meeting
outputs on marketing for conversion 

3. AP
Smooth shift to Global Template: The Network needs to realise the need
NOW. Website revamp needs time and AI can provide the template with
general content for easy adoption for smaller entities. It is important because
the new CF requires our marketing messaging to attract a potential customer
and retain him/her through the various stages till he/she is matched. A lot of
entities have to shift their marketing strategies from traditional to Digital, and
allocate HR to the same.
For entities without a clear TXP brand, it’s good to not come up with anything
too new to align TXP brand with the global ones with clear value proposition
before next recruitment peak; however, for those with one already, just need
to check the alignment with AIESEC 2015 and the global ones to make
adjustments.

4. CEE
Why is that important?
What could be an ideal timeline for that?
Prepare all materials for the website content at the end of November/beginning of December
Start discussion with LCP/LC VP Comms about deleting local website
Make a backup of your old website
Make sure that you have enough technical (WordPress) skills for migrating your new website
Launch the new website before New Year
Why it is important - the new website is centralized, sending the clear message, alligned with the new
customer flow and in that way will increase our efficiency.
Which would be the best way for your region to manage the TXP branding evolution?
What kind of actions should be done from now until IPM to make sure we are ready to go?
Be open for change
Prepare HR resources and financial resources for this
Prepare implementation plan and align it with your recruitment timeline

5. IGN
How can your region face the shift to a global website template in the smoothest possible? Why is that
important? What could be na ideal timeline for that?
It would really depende on the amount of resources that entities have already investeted in their current sites. For
smaller entities that still dont own a web site, it should be faster and its na inmediate solution to improve the way
they are driving virtual traffic ofr sign ups. But for the bigger entities, the shift would only be feasible right before
the start.
Which would be the best way for your region manage the TXP branding evolution? What kind of actions should be
done from now until IPM to make sure we’re ready to go?
Most of the region already use the same brand (Youth Talent). If it is going to be this one, no actions to be made. If it
is going to change it, there is going to be a whole change management with the region. We don’t think there is
urgency for it and that there is already a lot of changes going on.

6. AFRICA
Entities facing the shift to a global website template:
It will be good for most entities that currently do not have any website (most of them really need
assistance on how to manage their own website but this will make it quite simple for them).
Why is that Important :
• Very simple template that can be used by all entities (even those without marketing
responsibles).
• Its globally aligned and very structured than random websites being created by most entities
currently.
Ideal Timeline for the website:
Now; most entities do not have an updated website

7. AFRICA
Way to manage the TXP Branding:
• There should be a gradual shift (people should understand it well before full implementation;
we can test it first).
• Alignment of TXP Brand towards realities of the region.
• Proper Alignment of the brand with national recruitment processes
Actions to be undertaken from Now till IPM
• Awareness creation in the region
• Using some entities to drive actions/Piloting

8. MENA
Session: Marketing For Conversion
First question:
From the perspective of the smooshtness of the shift, it’s fine, since lot of countries don’t
have a website and they can.
The website is important into driving offline and online marketing, it will give the entities who
still don’t have the website a strong and healthy start since they willl start with the template
The ideal timeline would be after witner peak because the trafic at that time is very high
Second question:
The TXP evolution needs to be customize, not only in English but in languages that will make
the communication smoother, we need to have a common message but still make it flexible
Gathering the inputs from different entities from now to IPM, from MCVPs Marketing and TM
to define a draft brand from now to IPM and have a common message for the region

9. WENA
Shift to a global website template in a smooth way. Ideal timeline for that.
• Entities to see the value and how cool the website is to implement it fast (considering that most WENA countries just
changed their websites for the Canada one) - this to happen till end November
• Ideally switch websites before the next peak of TMP and OGX recruitment (By end December /mid January) - have this
as a team focus (considering how stupid-proof it will be to change things in the website everyone can contribute) in
order to ensure the best conversion and online positioning and boost oGCDP summer Peak and oGIP peaks +
capitalising on B2B marketing strategies for iGIP, shown to work by countries such as Austria, Turkey, etc.
• Countries to shut down all LC websites by the end of 2014 - very important to manage this communication and explain
the long-term benefits of this strategy
• Provide the template of the website to the entities while they are still developing their current/new websites
Best way for the region to manage TXP Brand Evolution
• Entities to see the value and how cool the new TXP Brand is to implement it fast (considering that most WENA countries
just changed implemented Global Brands, mostly around Youth Talent) - this to happen till end November (so that a
decision can be taken in re-planning and ready for next TMP recruitment)
• Very important to have a clear synergy between TM + Mkt + Operations in order to guarantee everyone is aligned in the
value and type of promotion being done
• MCP needs to have clear understanding of the evolution and communicate it clearly with the LCP so that the top
leadership is aware of the changes and acts fast on its implementation
• Change cannot be perceived just as changing a logo but rather the whole value proposition & benefits being offered /
team minimuns associated and structures that need to be in place connected with the new CFs
• Have national TXP branding summits during December & launch in January