This document outlines marketing processes and objectives for the iGCDP project. It discusses understanding the target audience and customizing messages according to sales strategies. It also presents a customer journey model from visitor to customer to lead. Finally, it proposes starting to support local committees in matching strategies using graphic-text-call-to-action materials and running a national housing program to teach entities how to run their own.

1. Marketing
for iGCDP
Bring to you by
Deniss García Buitrago

2. Objectives
• Understand the processes that
marketing supports for iGCDP
• Witch activities are going to be deliver
and what are the expected results

3. Processes
focus
- Understand the reality of
the project
- #of tn takers per project
- #of trainees per project
- Which type of tn takers do
we look for? Which type of
trainees we need?
- country
- background
- abilities
Goal
Target
Audience
understand
- What the project is about. How
is the impact? To who and why

4. Processes
customize
- Cold sales: go directly to the
customer, who has never heard
about AIESEC
- Hot sales: when the company
have heard about AIESEC before
the appointment
According to the sales strategies
define the channel (physical,
virtual or intangible)
- Include the value proposition of
the program. Identify the hard
core of the project. Pack this in
an attractive fraise or small
description.
* MoS: #of graphic material well
delivered
Channel
Message

5. Customer flow–
customer journey in the buying process
VISITOR
CUSTOMER
LEAD
QUALIFIED
LEAD
MARKET
QUALIFIED
LEAD
AWARENESS
CONSIDERATION
DECISION
PURCHASE

6. Housing journey
Comm.
strategy
Customer
ATTRACT
CONVERT
CLOSE
DELIGHT
Parents
awareness
Education
of
program
Consideration,
timeline &
logistics
Interview
and
selection
Matching
of EP
Customer
support
MKT processes
KPI: Marketing strategy
Graphic material
MoS: #of leads
%conversion rate

7. Fruit peak
• Start
– In the LCs start supporting in matching strategies by
implementing g-t-c-m strategies in the promotion
– In all the entities learning how to run a housing program
by running the national
• Stop
– Not giving support to iGCDP
• Continuo
– Using the national materials