This document summarizes the marketing research and activities of the AIESEC SYSU MarComm department. It conducted 3 market research projects to gain student insights. It grew its social media presence significantly and launched several offline branding campaigns. It also organized various experience days and activities to engage students and recruit for programs. The department focuses on member development through learning and leadership opportunities. It highlights two innovative projects - a cross-strait youth forum and a potential business school collaboration with Unilever.

1. AIESEC SYSU MarComm
Star Leader Application
VP MarComm Iris

2. Marketing

3. Student Market Insight
Totally 3 MRs carried out, including:
1、MR for Spring GT CI (2014.2)
2、MR for oGIP segmentation (2014.5)
3、MR for oGCDP customer recognition
(2014.5)
Marketing

4. Student Market Insight
1、MR for Spring GT CI
Marketing
We find that students in
spring term has strong need
to experience before
making decision to join an
association. Therefore,
“AIESEC体验日”is initiated,
and gain over 90%
conversion rate.
→MR Report

5. Student Market Insight
2、MR for oGIP Segmentation
Marketing
MR guide us to
develop the sub-
product position, and
choose the niche
target of each sub-
product. We made
the sub-product
booklet after MR.
→MR Report
→Sub-product Booklet

6. Student Market Insight
3、MR for oGCDP customer recognition
Marketing
We consolidate the issue-
based product package,
after we found that after-90s
students are self-satisfied with
making change to the
environment. And issue-
based package shows the
social impact.
→Questionnaire Design

7. Student Market Insight
Marketing
Compared to 2013.12.31
 2035 fans increased
 95% growth
WeChat Renren (Not focus)Micro-blog
 412 fans increased
 4% growth
Redesign Official Website

8. Student Market Insight
Offline brand campaign:
1、One-minute Live Library: Share short
AIESEC stories in one minute with passers-
by. More than 120 people are engaged
in 2days.
Marketing

9. Student Market Insight
Offline brand campaign:
2、Moving Gallery: Global Volunteer
photos and one-sentence sharing
exhibition. More than 300 people are
engaged in 2 days.
Marketing

10. Public Relation

11. Media Exposure
• Student media reports:
4 reports from the most influential
student media in SYSU.
• Social media reports:
31 reports, including traditional media
and web media.
Public
Relation

12. External Communication
• Campus strategic PR partners:
We cooperate with Zhongqing and
Yixian, which are the two most influential
student media in SYSU.
• Social strategic PR partners:
We cooperate with CAPE on event
promotion and Cross-strait Youth Forum
culture exploration project.
Public
Relation

13. Campus Relation
In the recent School Student’s
Association Registration Seminar, we made
reports to the university, and is now waiting
for the final result of registration as School
Student’s Association.
Public
Relation

14. Micro Experience

15. Mass EwA Activities
Global Village:
• Engaged people: 303 app, 160 attendants
• Satisfied rate: 87%
• People in database: 303
• ELD program applicants: 126 people said they will apply
Micro
Experience

16. Niche EwA Activities
1、AIESEC club:
• Engaged people: 40
• Satisfied rate: 92.5%
• People in database: 40
• ELD program applicants: 33 people said they will apply
Micro
Experience
OC Collaboration Training
involving AIESEC club ↓

17. Niche EwA Activities
2、Global Internship Returnee Sharing:
• Engaged people: 50
• Satisfied rate: 92%
• People in database: 43
• ELD program applicants:
20 people said they will apply
Micro
Experience

18. Niche EwA Activities
3、Live Library:
• Engaged people: 80 GT+70 GV
• Satisfied rate: 96%
• People in database: 38
• ELD program applicants:
65% people applied for ELD
program
Micro
Experience

19. Niche EwA Activities
4、AIESEC Experiential Day:
• Engaged people: 40 GZ +40 ZH
• Satisfied rate: 92%
• People in database: 64
• ELD program applicants:
65% people applied for ELD program
Micro
Experience

20. Member Development

21. Function Structure
Member
Development
+4 core function coordinators

22. Function Learning Circle
 Platform: Share knowledge on OneDrive with each other.
 Sharing: Share knowledge in turn in function meeting, which
pushes us to learn more and more.
 LC training: Deliver training to LC members, which has high
standards for professional knowledge.
Member
Development
Learn by
self
Learn
from
others
Deliver
training
to others

23. Member Development Path
• 1 manager goes for X+T
• 1 manager is in NST for double term
• 4 managers have been National
Conference OC (ALS)
Member
Development

24. Function Innovation/
GCP Sharing

25. Cross-strait Youth Forum
We are building a platform
for youth from Taiwan and MoC
to gather together and
communicate with each other,
about social wealth, youth
development and education.
This is going to be held in
Sep. , and will directly engage
more than 300 people, which
will be a influential EwA event.
Innovation/
GCP

26. Business School: Unilever
We are planning to establish
a cooperation with Unilever for
a business school project in the
southern.
We have communicated
with Unilever club, and started
cooperation conversation.
The main purpose includes:
1. Develop oGIP market with
business insight.
2. Expand AIESEC SYSU
branding impact among
campus and the society.
Innovation/
GCP

27. Thank you for reading=)
Please contact Iris if there are any problems.
Email: iris.cheung@aiesec.net