MC VP Mkt - Andrea Ferrari
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Transcript of MC VP Mkt - Andrea Ferrari
MCVP Mkt GENERAL INFORMATION Name: Andrea Ferrari Sobrevals Date and place of birth: Puebla, Puebla 7th August 1990 Current role in AIESEC -‐ Public Rela=ons Manager NaBonality: Proudly MEXICAN Telephone: +52 22 22 99 19 89 Skype ID: andrea.ferrari07 Contact: [email protected]
LANGUAGES Spanish -‐ Na=ve English – I’ve studied English during my primary, high and junior high educa=on, I cer=fied it with TOEFL and I’ve prac=ced it throughout my internship and different trips. Italian – I had the chance of being in Italy for 2 weeks and I fell in love with the country, the culture, and the language. AYer that I took a course back in Mexico and I occasionally prac=ce it with my Italian friends.
Andrea Ferrari
Why? My life is moving this moment for 3 strong mo=vators: people, my career and AIESEC. AYer a year as LCP and finishing my career I think being MC VP MKT is my next step. For me, doing marke=ng for AIESEC is the chance to par=cipate in different marke=ng and impact the society in a posi=ve way. Having the honor of being MC VP MKT will give me the chance to contribute to the network in a new level, not only with my ac=ons, but with new strategies, ideas, and vision. Being MC VP MKT is the opportunity to be a
CHANGE AGENT, doing what I LOVE
BACKGROUNDS
NaBonal Support Team PR • 2 radio interviews of Y2B • 1 TV interview of Y2B • 15 media publica=ons Local CommiOee President 2013 • 30% general growth • 2 awards nomina=ons • SU Tlaxcala • Ini=a=ve rela=onship with government • Working with 5 universi=es Comm Coordinator Local Newsleder • Marke=ng research (2 focus group) which were
the base of the recruitment strategy
2009 – 2014 Marke=ng Bachelor, Iberoamerican University, Puebla, Mexico 2012 Marke=ng Course, Deusto University, San Sebas=an, Spain
ACADEMIC AIESEC
AIESEC
Co
nferen
ces CONAL – Faci – January 2014 – Puebla, Mexico – 680 delegates
TPM – Faci/Delegate – December 2013 – Mexico City – 80 delegates
IC– Delegate – August 2013 – Sharm El-‐Sheik-‐ Egypt – 800 delegates
EVEREST – Delegate – July 2013 – León, Mexico – 450 delegates
ILC – Delegate – April 2013 – Panama, Panama – 400 delegates
SHOTGUN– Delegate -‐ March 2013 – Hidalgo, Mexico – 350 delegates
CONAL – Delegate – January 2013 – Santa Fe, Mexico – 500 delegates
IGN SUMMIT – Delegate – November 2012 – Quito, Ecuador – 80 delegates
EVEREST – Delegate – July 2012 – Morelos, Mexico – 300 delegates
Why are you applying for MCVP 2014/2015 of AIESEC in Mexico ? 70% of Mexicans think corrup=on in our country can’t be solve, 46.3% of the popula=on in Mexico are classify in a poor situa=on… those are limits that are stagnant in our country and it is our responsibility to find a way to solve them. Mexico is an amazing country, full of diversity and nature, but most of all, full of passionate people that deserve a beder country. During almost 2 years that I’ve been part of AIESEC, I’ve realized that this is the perfect plaporm to change (in a long-‐term perspec=ve) those problems. Being MC VP in my country is the way to give back some of what I’ve had and it’s my way to create a beder country for the next genera=ons. Even I could work right now in a company I think this is a once in a life=me opportunity and I want more people to live what I have lived and learn what I have learned.
MOTIVATION, LEADERSHIP and MANAGEMENT
“Before you are a leader, success is all about growing yourself. When you become a leader, success is all about growing others” –Jack Welch-‐
What is your leadership to you? For me a leader is someone who can: ² INSPIRE, mo=vate and make people aware through his words and coherency ac=ons ² MOVE people to follow his vision, take ac=ons, and achieve a common goal ² CHANGE people to help them change the reality through a big clarity vision Andrea as a leader is someone who leads by example, for me the best way to transmit what I think is the way I like to do things is by doing it and inspiring people to do the same. If I want people to be on =me, I have to be the first one. If I want people to work hard, I have to work harder. Also, I consider myself as close to people leader, I like to listen and detect others’ necessi=es to understand the best way to approach, mo=vate, and adend people through my passion and way of thinking.
“Leadership is the capacity to translate vision into reality.” – Warren G. Bennis-‐
My experience at..
AIESEC CONFERENCE CREATION CONAL 2014 Puebla – As a faci I could see the crea=on and manage of the agenda. During the conference I worked with the MC and the OC where we saw all the responsibili=es, bodlenecks, and how to solve them. Also at Y2B’s backstage I oversaw the management of people, material, and =me. I’ve been in na=onal and interna=onal conferences where I have seen how to innovate and create every new event and I never forget the delegates’ side in order to make it more fun, useful, and relevant. Marke=ng Conferences – Also, out of AIESEC, I’ve been par=cipa=ng in 3 University Congresses with 200 approx. From the concept crea=on, un=l the close of accounts, being staff and speakers management. FACILITATION Faci in Talent track CONAL 2014, PR Manager – Virtual Training, TPM 2013 and local events (LCDays & LCWeekends) one per month I learned how to create objec=ves, outlines, facilitate, manage the public, work with co-‐facis, and give and receive feedback. LIVING WITH OTHER PEOPLE Since I was lidle, I’ve loved to meet new people and places, so every =me I had the opportunity I stayed at a friend’s house. During my high school and junior high I went to intercollegiate compe==ons in different states of Mexico and to missions in Oaxaca, Chiapas, and Puebla communi=es. In these occasions I shared a room with many different people in small spaces. During 2011, I took an academic internship where I shared a flat with 3 other people from 2 different na=onali=es, I also spent 1 month traveling with 14 friends all around Europe. Also in the different interna=onal conferences, I’ve shared rooms with people from different countries. EMOTIONAL INTELLIGENCE Even I have worked with different personali=es and ages during my career. My biggest challenge and opportunity to develop was during my LCP term where I had to learn how to guide, support, and control my EB and myself, regardless how cri=cal the situa=on was. PROJECT MANAGEMENT University projects with Bimbo, Volkswagen, TQMexico, etc. Local AIESEC projects
My biggest failure and your biggest achievement as an AIESECer My biggest failure and achievement occurred in the same experience, during my LCP term. On December 2012, we planned to grow more than 50%, despite our lack of knowledge and members, it became a huge challenge. My biggest failure was that I couldn’t use all the resources and give more train and specific ac=ons to my VPs to achieve the original goals. On the other hand, my biggest achievement was (along with my EB) changing the mindset of my LC in the way of doing things. Even if we don’t achieve the numbers, we do it to become more relevant with a good posi=oning and start a strong rela=onship with government dependencies.
Someone who supports the team Someone who challenges me every day but at the same =me supports me and makes me grow Someone who dreams big and has the courage and passion to work hard and to inspire the team into making things happen Someone who listens to the team and has conducive communica=ons channels M
y pe
rfect
MCP
MC VP MKT
CEED/NST + GIP
WORK + OWN FOUNDATION
ACTIVE ALUMNUS
FAMILY
My career PLAN
STRATEGIC THINKING
BEST WORST
Standariza=on Product packaging
Work by sub products Stand out as a country in the
Network (Interna=onal awards) Change structure (AD)
Lose deducibility Lack of professionalism
Breakup between MC -‐ LC Reten=on rate (Even in EBs)
What things has AIESEC Mexico done best and worst in the last years?
This changes are consequence of start believing on ourselves and don’t be afraid of dream and be big, but we s=ll have to spread that mindset to all the
membership.
What’s our main boOleneck to achieve relevance as a naBonal associaBon? We are not relevant enough, I think this is because we s=ll have many mistakes with our clients and we don’t take it serious (Some people think it’s a game when it’s not) and that is a internal problem, if we do things right we will improve our opera=ons, customer sa=sfac=on and posi=oning with the differents stakeholders. That’s why I consider we have two main problems: ² TMP and TLP à Mindset, misunderstanding of “why”, lack of commitment, lack of professionalism. ² Bad and low posiBoning à We are not recognize in the market, bad reputa=on, lack of confidence.
It’s all about the people, we have the tools, we have the knowledge, we have the market but we need the right people in the right moment and with the right development and mo=va=on to become more relevant.
What should be the focus for AIESEC in Mexico 14.15? We have to be RELEVANT, improve our posi=oning and understanding in & out of AIESEC u Focus, the MEMBERSHIP To create more and beder leaders, we have to focus on TLP and TPM u Focus, STRATEGIC MARKETING To adract new customers and show our work through showcasing and customer loyalty. The numbers and the recogni=ons we will achieve as consequence of a good and professional work
For each AIESEC Programmes in the ExperienBal Leadership Development phases, please list one concrete strategy to grow, consolidate or mature each of them in AIESEC in Mexico?
PROGRAM STRATEGY
OGIP
Focus on customer experience (Improve servicing) Recruit by sub products high quality profiles Work closer with universi=es (Conven=ons and job boards)
OGCDP
Focus on customer experience (Improve servicing) Sell specific projects Look for “blue oceans”
IGIP Focus on customer experience (Improve servicing) Capitalized Momentum (With contacts and new partnerships)
IGCDP
Focus on customer experience (Improve servicing) Improve the management of interna=onal corpora=ons Align na=onal and local projects Strengthen and create alliances with similar organiza=ons (As DIF)
TMP
Relevant roles to develop people (Every role must have a JD where they can develop professional abili=es) Long term members (Design career plans from the beginning and track them) Capitalize returnees (There’s no beder salesman that the one that know and like the product)
TLP
More professionals leaders(Trainings about AIESEC topics but also about general knowledge as leadership or specific by areas like PR Management) AIESEC Culture (As a TLP the already know what and how but the main point to grow is to understand the Why)
AIESEC
MEXICO
2015
Consecuences u Raise in the Interna=onal ranking u Professional and commided membership u Becoming a known and relevant associa=on in Mexico with different
stakeholders
u Is a recognized and sustainable enBty who provide high quality experiences to the society through differents stakeholders (Eps, trainees, memebers, companies, NGOs, alumni, goverment, etc)
u AIESEC is a brand which people want to work with
u AIESEC Mexico is breaking 2015 goals !
How? • Developing and training beder leaders (Beder LCPs, beder Ebs, beder
LCs, beder results) • Boos=ng knowledge through AIESEC Academy • Increase matching rate gcdp programs • Making alliances and looking for new partners • Making clear the AIESC culture and the “why” • Focus on customer experience (Taking care of each detail) • Showcasing our stories
“Your culture is your brand” – Tony HSIEH -‐
MARKETING 14.15 AIESEC as a strategic Brand Apple, Google, Coca Cola are good posi=oned brands that adract investors, clients, and other brands to work with them, that’s exactly what we want. As AIESEC Mexico, we already have products for different
markets and we have to capitalize that, for example. BRAND PROGRAM HOW? WHY?
Viva Mexico, All ICX programs
Get material and promo=onal spaces Also, each state has their own brand so we can work with the local secretaries
Get material and promo=onal spaces Also, each state has their own brand so we can work with the local secretaries Beder servicing Strong & beder percep=on of Mexico in the world
Talento Global Social Corporate Funding
Alliance – Logotype in Orcius’ webpage, inside mailing. Online fundraising
Posi=oning with companies Sustainable igcdp projects
Global Ci=zen
“Giving is a journey” is a TOM’s program where they go to
discriminated places and give shoes to people. Imagine if our Eps could use and take these shoes to their internships and share it in the
other country.
Posi=oning in the young market Media appearance Strengthening brands Increase of interac=vity in social media
Developing you
Ac=va=on -‐ Through a contest make all the members and EPs write their leadership story using Scribe notebooks, publicize the
stories or making an special edi=on for universi=es
Material for congresses Members involvement Media and material appearance
AIESEC in general
Dare
Produce material together and get spaces and fes=vals to par=cipate. Obtain resources to invest on produc=on
Posi=oning Boost exposure of our material al na=onal level (And even interna=onal level) Support for startups related with media produc=on
How is MarkeBng in AIESEC Mexico right now?
1. Product Packing 2. NST Structure 3. Focus in emo=onal + ra=onal
strategy 4. Change from COMM to MKT as
an strategic area 5. Original material (Real photos,
videos, stories)
1. Competence 2. Bad reputa=on 3. Mistrust 4. Country situa=on (security &
economic crisis)
1. Events as Momentum and Y2B 2. Market & stakeholders 3. Opinion leaders align to our
vision 4. Media partners 5. Brand alliances
1. Website problems 2. Lack of local PR knowledge 3. Non digital marke=ng investment 4. Low marke=ng research
Strengths
S2 – O1 – Capitalized Momentum working with all the NST and the LCs. Record the results and use this as a base for next events as congresses, Y2B, etc. Public rela=ons before, during, and aYer the events (Press releases, press conferences, etc.). Work with ER to get alliances
S1 – O2 Make specific strategies for specific markets based on the products S1, S3 – O3 Make alliances and showcasing with opinion leaders (different from media leaders) who are connected to our market, just as writers, singers, industry leaders, The objec=ve here is to ask them to talk about a general topic like leadership, Mexico reality, and how AIESEC affects. S1, S2-‐ O4 Work with media partners of different types (TV, radio, newspaper, magazines, etc.) in local and na=onal level. Here MC & LCs have to work together, MC suppor=ng the LCs to build a good rela=on with local media and crea=ng a na=onal alliance with na=onal companies as Televisa. S1-‐ O5 Besides having close alliances for events, we will look to have other types of allies for recruitments, global villages, host family, etc. We already have our products, now is Bme to show them!
Threats Opportuni=es
Weaknesses
How to boost our opportuniBes?
The focus points
During 13-‐14 AIESEC Mexico created a product line based on the different markets and necessi=es, as a life product life cycle the next step is growth. 2015 is the year of our organiza=on to rise up like never before through maintaining our quality and customer fidelity and showing our brand to adract new clients. Considering our reality and the market tendencies the focus points for 14-‐15 will be:
Posi=
oning
Custom
er
Loyalty
Market
Know
ledge
There’s no be+er client than the one that knows you and recommend you, we want promoters! AcBons: Direct marke=ng strategies to stakeholders and key people (University directors, government, media, etc.) Loyalty programs for the members Loyalty programs for partners Con=nue the emo=onal campaigns (Involving our clients to create the material) Listen to our customers, improve communica=ons bidirec=onal and channels ObjecBve: Make strong rela=ons with our actual customers (EPs, companies, NGOs and MEMBERS)
“Give them quality, that’s the best kind of adverEsing”
We need to know our market to sa;sfy it! Do we really know our market? AcBons: New structure adding NST posi=on Market tes=ng of new products, campaigns, website Boost VP Mkt to become strategists to know local reali=es Doing marke=ng research to iden=fy new tendencies and opportuni=es Evalua=on and monitoring of strategies, making reports for next =me ObjecBve: Iden=fy opportunity areas, develop strategic market thinking, increase the success of campaigns, and strategies
PUBLIC RELATIONS AcBons: Work with media and opinion leaders Work with similar brands New structure, crea=ng towards the PR manager to support all the opera=ons Improve the image of AIESEC with our partners Train VPs to develop local PR Showcasing Create and par=cipate in events for the different stakeholders Interna=onal coopera=on – Work together with the MC VPs MKT IGN and invest to have presence in La=n American events and become more relevant as a region DIGITAL MARKETING AcBons: Investment, Interac=vity, create content ObjecBve: For=fy and get know with the market (different stakeholders) and adract new customers
-‐AI Model-‐
What has been done that we must preserve
Think global, act local…. Global Strategies in Mexico Mexico is one country with high quality material and crea=ve campaigns. We are already working with the interna=onal brands and sub products and we are align to AI vision and tools. Actually Mexico, represented by Javier Hernández, par=cipated in the crea=on of OGX interna=onal subproducts. Even so considering BIG AIESEC ONLINE, there are two tools provided for AI that we are not using yet, Opportuni=es Portal and ORS. I think those are good supports to make us improve but we have to be careful . OP is something we should use with the Eps to (But of course being very clear in sexng expecta=ons with our customers), ORS is a lidle bit more complicate to implement considering that we just start to using our local ORS and the customers and the members are gexng used to it, I think this will be implement but lately, of course this has to be plan with OGX Something very important so success applying this strategies is to have a good tracking and a good understanding for the LCs of how to use them. NST Structure “How could you have a soccer team if all were goalkeepers?” I think the actual structure is balanced and we can see the results right now, moreover I will add a posi=on for market research and evalua=on to be align to the na=onal strategy, also NST IM now will be part of TXP.
u Product packing u The role of marke=ng as an strategic area u Professionalize the area (New structure with specialized
people) u Original material u Start of using PR
Also I will work with the PR Manager to form a NST structure for that area to have a beder distribu=on
PR Manager*
NST Media
NST Alliances
NST Events
MC VP Mkt
Member Specialist
Projects Specialist
Exchange Specialist
Corporate Specialist
Alumni/ER Specialist
PR Manager*
NST IT NST Design NST Digital NST Market knowledge NST Video
It’s all about communicaBon… Social media strategy This is AIESEC Mexico right now:
In six months our network has been growing very fast, now we have to focus on keep increasing the numbers and also involucrate the people to interact with the brand and create their own content. In the other hand another point we should take care is on the sta=s=cs (in na=onal and local level) of who is talking of us, how much, when, etc. Moreover we also should check the conversion rate from our likes and followers to our exchanges, this with the objec=ve of improve our informa=on and processes. AIESEC Mexico is already growing and strategic social media is the trampoline to achieve 2015 goals through the next ac=ons: 1. Investment in social media 2. Create SEO (Search Engine Op=miza=on) and invest in SEM (Search Engine Marke=ng) 3. Focus on ZMOT (before the purchase) and customer experience giving the right informa=on
during the process 4. Interac=on between brand and customer, bidirec=onal communica=ons 5. Gamifica=on 6. Analyze market reality and developing of the media (Using Google analy=cs, Google trends and
Google Adwords) 7. Apply to obtain Google Ad Grants (A non profit edi=on of Google adwords for NGOs)
On the other hand I think we can improve our posi=oning on searchers, if we search for “AIESEC Mexico” in Google we can find the website, Facebook and Twider but no more people talking about it, here we have to work together with PR to create content, notes and press appearance to make specialists and customers talk to create interac=on and confidence on cap=ve market.
“Don’t try to be the best OF the world, be the best FOR the world”