oGCDP Summit Day 1 - Planning Block

1. oGCDP

2. STOP!

3. WE SELL VALUE
NOT PRODUCTS

4. VALUE of oGCDP
Value per issue

5. MESSAGE
Market (Society) Value
Individual (EP) Value
Organizational
(TN/Project) Value

6. oGCDP Values
Market (Society) Value
• Bring awareness to society related to
the issue
• Direct sustainable impact given to the
society related to the issue
Individual (EP) Value
• Representing Indonesia abroad
• specific practical xp based on
each issue
• Giving direct impact to society in
diverse culture
• Better management skill
through on field experience
• Better knowledge and skill
about team management
Organizational
(TN/Project) Value
• Giving diversity point of view in
the project (the project will have
more than 1 perspective and
problem solving)
• Having more HR o support the
activity to contribute on society

7. Bottlenecks

8. Key Limits
• Low conversion rate and efficiency
–
–
Only 40% of entities are tracking their conversion rate;
The conversion rate is less than 10% for those who are tracking
• Slow matching process
• Quality delivery (EP Preparation)

9. Inputs!

10. Action Steps!
•
Put “Refresh oGCDP Product Packaging” in your re-planning agenda
(synergy between TM-OGX-COMM)
•
Make sure you have:
Goal: Re,Ma,Ra, In Review Progress, Open Goals for fruitpeak
Target Audience: Define target audience(follow the customer insight
toolkits)
Channel: Identify key channels and customise how you use them!
Messages:
o
Main Brand of your oGCDP Product
o
Sub –brand (based on issues)
o
Clarify value proposition, benefits, reasons to believe
•
•
•
•

11. Directions!

12. Program Strategy Map
PP
M4C
SD

13. Product Packaging
Day 1
Session 4
Part 2

14. PRODUCT-CUSTOMER FLOW
1 2 3 4
PRODUCT EVOLUTION
CUSTOMER FLOW
ATTRACT
UNDERSTAND
--------
FOCUS
--------
CUSTOMIZE
CONVERT
Target
Audience
Channel
Message
-------------------------
--------
CLOSE
Goal
DELIGHT
SHOWCASE

15. Exercise I

16. If your entity needs…
To strengthen the brand of the organization
To attract your target audience with right expectations
To improve your conversion rate
Refresh your
PRODUCT
PACKAGING
NOW!

17. PRODUCT-CUSTOMER FLOW
1 2 3 4
PRODUCT EVOLUTION
CUSTOMER FLOW
ATTRACT
UNDERSTAND
--------
FOCUS
--------
CUSTOMIZE
CONVERT
Target
Audience
Channel
Message
-------------------------
--------
CLOSE
Goal
DELIGHT
SHOWCASE

18. PRODUCT-CUSTOMER FLOW
PRODUCT EVOLUTION
UNDERSTAND
--------
FOCUS
Goal
Target
Audience
CUSTOMIZE
Channel
Message

19. Day 1
Session 4
Part 3
GOAL

20. GOAL SETTING Through
Backwards Planning
Create Customised Monthly Goals for EACH Key KEY Issue
1-- Set RAISE
GOALS >
2-- Set IN REVIEW Goals Set IN
>3-PROGRESS Goals
Exchange Responsible
Creates Ra-Ma-Re Goals
VP Communications/
Marketing
Creates In review, In
Progress, Sign up Goals
**[TOOL] Planing and Tracking Tool for oGCDP&Marketing:
http://www.myaiesec.net/content/viewfile.do?contentid=10276401
4-- Set Target for
OPEN Leads
(Both must have a
good understanding of
each others’ key
metrics.)

21. Exercise II

22. Define your target
number in each proccess

23. The Output You Should Have (1)
OFF PEAK
Offline – Non SU
Online
SU
Re
# Re
# Re
# Re
Ma
# Ma
# Ma
# Ma
Sign Contract
# Ra
# Ra
# Ra
Passing Interview
# Selected
# Selected
# Selected
Passing AF
# Interviewed
# Interviewed
# Interviewed
Registration
# Contacted (Registers
from X Fair/IS)
# Contacted (Registers
from ORS)
# Contacted (Registers
from X Fair/IS)
SUMMER PEAK
Offline – Non SU
Online
SU
Re
# Re
# Re
# Re
Ma
# Ma
# Ma
# Ma
Sign Contract
# Ra
# Ra
# Ra
Passing Interview
# Selected
# Selected
# Selected
Passing AF
# Interviewed
# Interviewed
# Interviewed
Registration
# Contacted (Registers
from X Fair/IS)
# Contacted (Registers
from ORS)
# Contacted (Registers
from X Fair/IS)

24. The Output You Should Have (2)
Offline OE
RaMaRe,
Interviewed,
Registered
RaMaRe,
Interviewed,
Registered
Online
RaMaRe,
Interviewed,
Registered
Offline SU
Total oGCDP
Target
Offline SU
Online
Total Off Peak
RaMaRe,
Interviewed,
Registered
RaMaRe,
Interviewed,
Registered
Total Summer
Peak
June Moslem
Offline OE
RaMaRe,
Interviewed,
Registered
June Non
Moslem
RaMaRe,
Interviewed,
Registered
August General
RaMaRe,
Interviewed,
Registered

25. Day 2
Session 11
Part 4
TARGET AUDIENCE

26. PRODUCT-CUSTOMER FLOW
1 2 3 4
PRODUCT EVOLUTION
CUSTOMER FLOW
ATTRACT
UNDERSTAND
--------
FOCUS
--------
CUSTOMIZE
CONVERT
Target
Audience
Channel
Message
-------------------------
--------
CLOSE
Goal
DELIGHT
SHOWCASE

27. An Effective Product and
Positioning Strategy relies on
knowing WHO you’re selling to
and HOW they think.

28. “BUT HOW DO I
ACTUALLY
IMPROVE
WHAT I DO
BASED ON
THIS?”

29. 3 most frequently-made
mistakes about target
audience…

30. Thinking that the “customer”
Is the same for all
Products (opportunities)
we offer.

31. We don’t put
ourselves in
the shoes of our
customers

32. We have a much too general insights on our specific
customers.

33. STEP 1: KNOW WHO ARE YOUR CUSTOMERS
UNDERSTAND
-------FOCUS
Build a Customer
Profile Map
BACKGROUND
(Working/
Academic)
TIME
AVAILABILITY
(When are they
available?
For how long?)
This is your basic understanding
of your ideal customer
LANGUAGE
ABILITY
INTERESTS/
NEEDS (what
(Language and
proficiency)
motivates them in
everyday life?)

34. STEP 1: KNOW WHO ARE YOUR CUSTOMERS
UNDERSTAND
-------FOCUS
1.Build a Customer
Profile Map
BACKGROUND
• Recent graduate
nunggu wisuda
• People in thesis
• Teaching student yg
harus magangn
• Moslem
LANGUAGE ABILITY
English n france
TIME AVAILABILITY
Maret, april, may
INTERESTS/ NEEDS
• Nambahin CV/quality xp
sblm apply kerja
• Cari data di luar
• Mengganti magang, dan
kualitasnya lebih baus
dbdgn magang disini

35. STEP 1: KNOW WHO ARE YOUR CUSTOMERS
UNDERSTAND
-------FOCUS
Build a Customer Profile Map
BACKGROUND
Students interested
to go into
International
Relations
LANGUAGE
ABILITY
English!
TIME
AVAILABILITY
Summer Vacation
INTERESTS/ NEEDS
People Person,
Wants to feel
important
Loves learning abut
new cultures

36. Exercise III

37. Define your target
number in each proccess

38. The Output You Should Have
OFF PEAK TARGET
SUMMER JUNE TARGET
SUMMER AUG TARGET
BACKGROUND
(Working/
Academic)
TIME
AVAILABILITY
(When are they
available?
For how long?)
BACKGROUND
(Working/
Academic)
TIME
AVAILABILITY
(When are they
available?
For how long?)
BACKGROUND
(Working/
Academic)
TIME
AVAILABILITY
(When are they
available?
For how long?)
LANGUAGE
ABILITY
(Language and
proficiency)
INTERESTS/
NEEDS (what
motivates them
in everyday
life?)
LANGUAGE
ABILITY
(Language and
proficiency)
INTERESTS/
NEEDS (what
motivates them
in everyday
life?)
LANGUAGE
ABILITY
(Language and
proficiency)
INTERESTS/
NEEDS (what
motivates them
in everyday
life?)
BACKGROUND
(Working/
Academic)
TIME
AVAILABILITY
(When are they
available?
For how long?)
BACKGROUND
(Working/
Academic)
TIME
AVAILABILITY
(When are they
available?
For how long?)
BACKGROUND
(Working/
Academic)
TIME
AVAILABILITY
(When are they
available?
For how long?)
LANGUAGE
ABILITY
(Language and
proficiency)
INTERESTS/
NEEDS (what
motivates them
in everyday
life?)
LANGUAGE
ABILITY
(Language and
proficiency)
INTERESTS/
NEEDS (what
motivates them
in everyday
life?)
LANGUAGE
ABILITY
(Language and
proficiency)
INTERESTS/
NEEDS (what
motivates them
in everyday
life?)

39. Day 2
Session 11
Part 5
CHANNEL

40. CHANNELS
1. With your Customer Profile Research, identify the Key
Channels which present ideal opportunities for you to
connect with your target audience
2. Can be online (ex. social media channels) or physical
channels (on campus, bus stops, youth events, etc.)
3. Determine KPI’s for each of these channels that clarify
the ROI of these channels for the marketing campaign
4. A Customer Journey Map can help!

41. 3:CUSTOMER
JOURNEY
STRANGER
VISITOR
Touchpoints
Facebook
Blog
Web
site
Mental Barrier
spam, iklan, random fq, tag foto iklam, random
PM, tag random, poster jelek
artikel dikit, ga relevan judul, tampilan/design jelek,
tulisan doang, copas doang, bahasa gk cocok konten,
erlalu formal
bosen,
design
jelek,
byk
jargon
Question
info terbaru darti temen terdekat, ada gosip
apa, poto2 acara terbaru, knowledge2 unik,
vifeo lucu, grup kesayangan, keep in touch org
yang lo knal/akrab,, page artis
ARTIKEL LAIN SAMA SERUNYA, emg lo ngapain,
organisasi nya apa
Cara
apply,
acaranya
dmn,
kapan,
cost
Motivation
kepo, banyak yg entertaining, bahan baru, gosip
baru, trend baru, chatting sama org yg lo kenal,
stalking sesuatu yg menarik perhatian
detail, continous, design bagus, banyak poto, video2
lucu atu touching
Simple,
jelas
smua
info
Activity
Message/
gngelike, ngeshare, ngeadd friend, ngemessage
stories touching funny pengalaman super unik,
fkta2 unik
share, comment, like
program apaan, siapa yg nulis, organisasi nya apa,
berapa lama
faktual, terjadi, poto, video, org yg dekat
buktinya bukan dia doang
org terkenal, blognya no
aiesec at all, aktif
cek jg blog temen gue yg pny
experience lucu di rusia
Information
Reason to Believe
Tactic
Cara
aplu
Testimo
ni,, foto,
showcas
e brp
org udh
pergi

42. STRANGER
VISITOR
Touchpoint
Facebook
Website
Mental Barrier
I’m turned off by ads on
social media
I only have a 2 min attention
span
Question
What’s happening in the
world?
Where can I go? What can I
do?
Motivation
I want to experience
something worth sharing
I get to travel and make a
difference? Cool!
Activity
I’m browsing my wall feed I browse the homepage and I
for updates from my
look for “about” and
friends
“process”
Redefine yourself
Basic Information on where
you can go, what you can do,
how to apply
Message/
Information
Reason to Believe
Here’s a story that made a Showcase direct impact of
difference!
projects
Tactic
Story of an EP teaching
kids in Latin America links
to website
Basic + most engaging info,
Call to action visible on each
info page
KPI
# clicks to website
# sign ups

43. Exercise III

44. Define your preferable
customer flow

45. The Output You Should Have
Online Marketing
Off Line Marketing
Touch
point
FB
Newsfeed
Blog
AIESEC
Indonesia
Website
Touch
point
Promotional
Tools
Open Booth
Info
Session/X
Fair
Mental
barrier
ads; wordy posters;
Spam; Photo tagging;
Meaningless post
ads; wordy posters; Spam;
Photo tagging; Meaningless
post
too complicated; too wordy;
bad design; pop-ups add
Mental
barrier
bad design; too general;
no pinching interest; 10
seconds time spent
Passive; empty booth; too
aggressive; too obvious
selling
One way communication;
lack of introduction; bad
decoration; too lon time
spent; low attendance; no
benefit expalanation
Question
friend's update; somethin
uniquely interesting;
simple
friend's update; somethin
uniquely interesting; simple
info related to blogs; basic
information; FAQ
Question
what's it about; is it
related to my interest?
what's this even about? ; if
there's anything related to
my interest? ; when the
booth end?
handbook; relevance proof;
storytelling
Motivation
finding something related
to our interest;
entertaining ourself
finding something related
to our interest; entertaining
ourself
easy navigation, easy to
understand; Relevant to
what they need
Motivation
interesting design;
simple; interesting
content
attractive booth taker;
interesting design
food; entertainment; known
speaker
Activities
read newsfeed;
commenting; click
interesting link; posting;
like-ing
read newsfeed;
commenting; click
interesting link; posting;
like-ing
read; get info; Move to next
steps
Activities
read; show it to other
people
read flyer; ask basic
information
listen; ask deeper questions
Message
representing your
country; specific emotion
based on issue
representing your country;
specific emotion based on
issue
all basic oGCDP info;
Selection procces; How to
registe
Message
opportunity for specific
interest
basic info abou benefit and
value
representing your coutry;
detail info about exchange;
value added; practical xp for
degree
Reason to
believe
reason to fight for the
country; touching stories;
reflection of what we've
done to the country
reason to fight for the
country; touching stories;
reflection of what we've
done to the country
pictures; proves;
showcasing stories
Reason to
believe
achivement of what
we've done for society
abroad
promotor strategy &
achievement; living proof
achivement of what we've
done for society abroad
Tactics
something that oppose
your country; factual but
wonderfll experience;
something that oppose your
country; factual but
wonderfll experience;
"Act Now" button in every
pages; full info; 2 times
reminder (ORS); Newsletter
Tactics
specific offering; simple &
attractive design;
interetsing data
pictures and showcasing
videos; put ex- EP to guard
the booth; Interesting
posters
KPI
# People click the Link
# People click the Link
# of registrations;
#download
interetsing facts; culture
shock & country
information; tips & trick for
travelling; inspirational
story
KPI
#attendance
#attendance; # register;
#Form Sold
# Forms sold

46. Online
Facebook
interesting story
form exchange
participants
Blog
Emotional
stories about
Exchange Xp
Interesting picture and post about Exchange (with Link)
Website

47. Offline
Promotion
al Tools
Showcasing of
what our EP doing
abroad
Booth
Opportunities
information and
experience proof
Interesting pictures and proof about Exchange experience
Info Session

48. Day 2
Session 11
Part 6
MESSAGE

49. MESSAGE
Your Messaging should be based on the answer to the question—
“Why should I buy into this specific opportunity?”
1.
2.
3.
Customize a Value Proposition for oGCDP (General per different
product)
Customize a Value Proposition for each Issue
(Teach to Learn)
List down the Key Benefits a customer will gain from the
opportunity under this specific issue ?
(ex. Gain personal development, make a difference in children’s
lives)
What are the Reasons to believe/ Proof points for this issue?
(ex. Stories, testimonials, Impact of projects)

50. Exercise IV

51. Define message + value of
your product

52. The Output You Should Have
(1 – Per Product)
Message Off Peak Products
Represent
Indonesia
Additional
quality
before
applying for
job
Finding
data abroad
Practical
experience
Message Summer Products
Represent
Indonesia
Unusual
fasting
experience
in diverse
culture
Voluntary
abroad
Witnessing
cultural
diversity
Impactful
holiday

53. The Output You Should Have
(2 – Per issue)
Off Peak Products
Summer Products
Issue
Value
Basic JD
Possible
Countries
Issue
Value
Basic JD
Possible
Countries
Literacy
-
Practical
education
experience
teach people
in diverse
culture
-
Give basic
education to
underpriviled
ge children
-
Russia
Italy
Czech
republic
Literacy
-
Practical
education
experience
teach people
in diverse
culture
-
Give basic
education to
underpriviled
ge children
-
Russia
Italy
Czech
republic
Showcasing
our own
culture
Adapting with
local culture
Broaden our
mindset
about world
culture
-
Presenting
Indonesian
culture
Involving in
local culture
activities
-
Cambodia
Taiwan
Vietnam
Russia
Italy
Slovakia
Cultural
understanding
Showcasing
our own
culture
Adapting with
local culture
Broaden our
mindset
about world
culture
-
Presenting
Indonesian
culture
Involving in
local culture
activities
-
Cambodia
Taiwan
Vietnam
Russia
Italy
Slovakia
Increase
awareness of
people
regarding
environment
condition
-
Giving
presentation
about how to
maintain
environment
and its danger
Learning
circle about
environmenta
l awareness
-
Cambodia
Environment
Increase
awareness of
people
regarding
environment
condition
-
Giving
presentation
about how to
maintain
environment
and its danger
Learning
circle about
environmenta
l awareness
-
Cambodia
-
Cultural
understanding
-
-
-
Environment
-
-
-
-
-
-
-
-
-

54. Showcasing Strategy
(to AIESEC countries, to youth, and to potential TNs)
Day 2
Session 4
Part 7

55. KPIs
Short Term
Showcasing
Strategy
Long Term
Showcasin
g Strategy

56. KPIs
Short Term
Showcasin
g Strategy
Long Term
Showcasing
Strategy
Used for Future Sales!!!

57. KPIs
Showcasing
Campaign
(physical
posters)
AIESEC
Book
Used for Future Sales!!!

58. Day 1
Session 4
Part 8
TIMELINE

59. Things to do..
• Make the timeline of:
– Off peak timeline
– Summer timeline
– Exchange fair project timeline

60. Gantt Chart of off peak
Timeline For Off Peak
Dec
3
IR
Online
Physica
l
Selecti
on
Match
Prep
Realizat
ion
4
Jan
1
2
3
Feb
4
1
2
3
March
4
1
2
3
April
4
1
2
3
May
4
1
2
3
4

61. Gantt Chart of summer
Timeline Fo Summer
January
3
IR
HR
acquisition
Online
Physical
Selection
Match
Prep
Realization
4
February
1
2
3
March
4
1
2
3
April
4
1
2
3
May
4
1
2
3
June
4
1
2
3
4

62. Questions?