The marketing department of AIESEC in Ahmedabad used the 4DX model and GTCM model for strategy planning. The 4DX model helped determine marketing focuses and track activities, while the GTCM model helped set processes and achieve results. In 2015, marketing focused on content marketing and quality across channels like YouTube, Instagram, and Facebook. Efforts included events, promotions, and content creation. Metrics showed major growth across various online channels and contributions to programs. Both online and on-ground efforts helped brand building and program growth despite challenges in the local market. Various training initiatives also helped members. In summary, a combination of models guided a successful strategy with a focus on quality content marketing and measurable results.

2. Marketing department of AIESEC in Ahmedabad used combination of two models for
strategy planning.
1) 4DX Model
2) GTCM Model
4DX model helped fixing focuses on marketing activities according to the needs of
products and local reality along with ways to keep track on them while GTCM model
helped setting the processes and getting the best results out of the activities conducted.
As the next step, 4DX model again came into picture to fix focus on the important GTCM
elements and the tracking mechanism to improve the effectiveness of overall strategy.
WIG
LEAD
MEASURES
WIG
- Improvement of brandonline LEAD
MEASURES
-Direct online & on-ground
promotion with right GTCM
- Events & EWAactivities
-Inbound content marketing maintaining high quality
Sharable content & penetration on channels otherthan
facebook
-Automation & SOPs for better customer experience&
engagement
WIG
- Growth in local conversionrate
LEAD
MEASURES
- Right target through detailed
market research
- Right & crisp message
Since the WIG & Lead Measures are interconnected & GTCM model is used considering all of them.
- Exchange Support

4. 1) BRAND ONLINE
The year 2015 for marketing in AIESEC in Ahmedabad was majorly focused on content
marketing and the quality of content to make AIESEC in Ahmedabad reach new standards.
Hence, the channels where major engagement of audience is directly based on the quality
of content (e.g. YouTube, Instagram) have shown maximum growth this year.
YouTube
• 575.82% growth in views
• 666.04% growth in watch
time
• 295.16% growth in likes
• 787.5% growth in comments
• 375% growth in shares
• 361.90% growth in
subscribers
Best Case Practice:
“India is… Incredible!” with 50,801 views so
far and currently running at about 150 -180
views/day.

5. • 221% growth in followers
• 2077 posts for #DiscoverAhmedabad for
Instagram competition & 3643 posts for
#MajjaNiLife (582% growth)
Best Case Practice:
Discover AhmedabadPartnership with @Instagram_Ahmedabad for
Weekender Competition & #MajjaNiLife promotion.

6. • Number of increase in likes : 1767
• 22 Global Citizen Product exchanges & 1 Global Talent
through Facebook marketing campaigns.
• 31.08% contribution to total incoming exchanges.
• 77.77% contribution to GL program.
• Closed 3 event/project pages.
Some famousinteractions:

7. • 13 oGC raises through email marketing (19.40%
contribution to Global Citizen Product)
• Email automation in local forms for better customer
experience.
• Engagement newsletters for better customer experience.
(e.g. How to convince your parents for AIESEC internship)
Customer Video Proof:
Mr. Dhaval Patel (IXP, Member iGC, 2015,
AIESEC in Ahmedabad)
Click Here

8. In spite of the on-ground sector being a weak sector for Ahmedabad market reality
(especially due to the laid back college culture), AIESEC in Ahmedabad marked it’s presence
on-ground and provided tangible contribution to the organizational branding and
programme growth.
General Overview
• 7 large scale events (15 conversions to GL)
• 11 weekly EWA events – Weekend Hotspot (2 oGC & 1 oGT raise)
& announcements• 19 oGC raises through college promotions
(28.35% contribution to oGC)
• 21 Newspaper articles published (1 oGT raise)
• 2 radio partnerships.
• 3 T.V. appearances
• 1 outdoor appearance
• 13 ExternalPartnerships

9. There were various initiatives taken for member training and development.
Physical Photoshop workshop, virtual content creation video, online content pool
with all the resources etc. was the major highlights here.
http://bit.ly/AhmedabadContentPool

10. • 1077 people applied
on local form for oGX.
15 people raised.
1.39% conversion rate.
to oGX• Contribution
30%
growth• Strong online
on Facebook.
2014 2015v/s
• 703 people applied
on local form for oGX.
57 people raised.
8.1% Conversion rate.
• Contribution to oGX
75% (125% T vs A)
• Strong online growth
on YouTube &
Instagram and strong
brand presence on
Facebook.
482.73% growth
in oGX conversion
rate
150% growth
in marketing’s
contributionto
oGX

11. THANKYOU