oGIP Tier 1 - Attracting the Right EP

If your entity needs…

To strengthen the brand of the organization To attract your target audience with right expectations To improve your conversion rate

Attracting the Right

EP

oGIP & Mkt Synergy

Building your attraction strategy

Executing

Standardizing Process:

oGIP & Mkt

Synergy

WHY SYNERGY?

• It is not just up to front-office operations (GIP/ GCDP) to design the whole programme plan. 

• Back-Office Support Functions need to co-create and provide input to the Programme Strategy with along with Exchange Function. 

• Having unified goals and purpose within the team is very important.

Build strategies together

Clear Common Goals and Tracking Metrics

Clear allocation of

responsibilitiesHave (bi)weekly

meetings

Create a routine, track and check

implementation and results

Use your Backwards plan to decide Sign up

and Apply goalsAlso track KPIs as Conversion Rate

Define responsibilities based on conversion

flow

Define needs for oGIP and build Marketing

strategies to support it

If you are a Tier 1 entity and you use GCTM you can try to find different channels and messages to attract your

customer

To have some ideas how to do it, take a look in the next slides

• Participate in PR Events to connect with companies and students

• Invest on Advertising

• Create new Campaigns, invest in creative message

What are the borders of your classroom?Teach To Learn Campaign

• Create new Campaigns, invest in creative message

• Participate in PR Events to connect with companies and students

• Invest on Advertising

• Additional graphic materials

Building your

attraction strategy

GoalTarget

AudienceChannel Message

Your main Marketing/ Communications

target is the same as your ELD goal and

should therefore also be tracked based on your

chosen segmented markets. Have raising

goals for each sub-product.

Campaign should be customized towards your specific target audience.

Therefore understand their wants, needs, interests

and what context they’re living in during the time period when you wish to run the campaign. 

Answers to the questions...• Which channels’ do our

Targets normally visit? • How often do they go to

these places? • What do they do there?

 Answers to these types of

questions will help you clarify..(1)  Which Channel/ Places should you focus on for your promotions?

and,(2)  When is the best timing for you

to release your materials?

You will have a Main Message/ Tag-line that captures and communicates the Unique Value Proposition of your Programme to

your Target Audience. You will also have to further customize how you package this according to each channel you plan to

utilize.(1)  Main Message: To come up with the

general theme and tagline for your campaign, you should base this on what will

be most attractive and engaging to your Target Audience.

(2) Customized Messages for Channels: Your general message should then be

customized according to each channel you will be using it in. Especially for online social media, this will help “optimize” engagement

and drive stronger influence. 

For more marketing information about the GTCM check the Wiki A Guide To Marketing

Remember your RE goal for different sub products and your partners did in your

planning

Understand your

Customer

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

think.

Know your customer

Know how they think

Use Most InfluentialChannels

Customise your

Message

Target Audienc

e

ChannelMessag

eand

Know your customer

Know how they think

Use Most InfluentialChannels

Customise your

Message

Target Audienc

e

ChannelMessag

eand

TARGET AUDIENCE

Define the "right EP" by Building a Customer Profile

Common Oversights in defining your Target Audience

Thinking your customer is the same for all the products

Having an overview of your customer that is too general

Not thinking the way your customer does

For more marketing information about the Customer Flow check the Customer Research Wiki

STEP 1: IDENTIFY YOUR CUSTOMER

Build a Customer Profile Map

BACKGROUND(Working/ Academic)

LANGUAGE ABILITY(Language and proficiency)

TIME AVAILABILITY(When are they available?

For how long?)

INTERESTS/ NEEDS (what motivates them in

everyday life?)

Informed by:

• OPS/ ORS analytics• Trends in

backgrounds

• NPS Promoters • Trends in

Top promoterReasons

• Comments

Responsible:VP Exchange

This is your basic understanding of your ideal customer

STEP 1: IDENTIFY YOUR CUSTOMER

Build a Customer Profile Map

BACKGROUNDWeb Development

(or Other specific technical programming skills)

LANGUAGE ABILITYEnglish – Intermediate to

Excellent

TIME AVAILABILITY3 months starting April

INTERESTS/ NEEDS- Aspiring Entrepreneur- Wants to gain

professional learning

Informed by:

• OPS/ ORS analytics• Trends in

backgrounds

• NPS Promoters • Trends in

Top promoterReasons

• Comments

Responsible:VP Exchange

Build a Customer Profile Map

Know your customer

Know how they think

Use Most InfluentialChannels

Customise your

Message

Target Audienc

e

ChannelMessag

eand

At this point, you've already formed your first level understanding of who your customer is! Next, it's time to get a more in depth perspective!

STEP 2: UNDERSTAND HOW THEY THINK

Build a Customer Insights Map

• Based on your basic understanding conduct External Market Research• Run surveys/ interviews/ assessments to understand:

• Where you’re customers are and when they are there?• What they’re state of mind is at that touch point?• What needs do they possess at that given point?

Main Responsible: VP Comms

2. Customer Insight map

Timeline April

Context Wants to build his/ her own startup

Emotional Status(What problems does s/he need to solve?

Loves to experiment with new web ideas, attracted to quirky humor, obsessed with 9gag

Needs(What problems does s/he need to solve?)

I need to learn what it takes to run my own company

Touchpoints (Through which channels can we reach him/her?)

Tech websites, Start up magazines, social media

Know your customer

Know how they think

Use Most InfluentialChannels

Customise your

Message

Target Audienc

e

ChannelMessag

e

MESSAGE

MESSAGE

Your Messaging should be based on the answer to the question— “Why should I buy into this specific opportunity?”

1. Customize a Value Proposition for each Issue (Example: Teach to Learn)

2. List down the Key Benefits a customer will gain from the opportunity under this specific issue ?

(ex. Gain personal development, make a difference in student’s lives)

3. What are the Reasons to believe/ Proof points for this issue? (ex. Stories, testimonials, Impact of projects)

Know your customer

Know how they think

Use Most InfluentialChannels

Customise your

Message

Target Audienc

e

ChannelMessag

e

CHANNELS

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!

Touchpoints

Mental Barrier

Question

Motivation

Activity

Message/ Information

Reason to Believe

Tactic

KPI

STRANGER VISITOR

Touchpoints 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 for updates from my friends

I browse the homepage and I look for “about” and “process”

Message/ Information Redefine yourself Basic Information on where you can go, what you can do, how to apply

Reason to Believe Here’s a story that made a difference!

Showcase direct impact of 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

STRANGER VISITOR

Explore online marketing channels to improve your reach and attract more students for your products.Check examples of UK, US & Canada.

Optimizing your channels to attract more

of the right EPs

Set up partnerships with universities, student organisations etc to tap in to specific and scalable student communities.

Find more information about innovating & improving your reach to the student community in the marketing section!

Know your customer

Know how they think

Use Most InfluentialChannels

Customise your

Message

Target Audienc

e

ChannelMessag

eand

Put it all together!

What is your end goal? Everything you do from this point is to drive

the end goal.

To send students abroad!

G T C MExample

Goal: 300 EP’s raised. With a 50% conversion rate — you will need 600 qualified leads.

Target: Senior University students in English, International Relations, Business looking to develop their language skills

Channel: - Offline promotion: University (Events, Classroom Talks, Booths, Newsletters)- Print (3 Flyers for the 3 countries)

- Online Facebook & Website campaign - Email Marketing for Follow Up & Nurture

Message: Teach abroad this Summer and impact entire communities through education. Develop yourself while developing the potential of others. Keywords: Impact, Develop, Teach, Educate,

To provide 300 senior university students who are graduating soon

on Global Talent Teaching Internships in India, Colombia, Brazil

this Summer for 3 months.

Example

Take a look what AIESEC in Colombia done: Speak to one

target audience interested in IT

internship.

Executing your

marketing

campaign

What to take in consideration for my

implementation?

Sep Oct Nov Dec Jan Feb

RAISE

MATCH

REALIZE

TIMELINE Jul Aug Sep Oct Nov Dec Jan

Team Preparation

Attract    Recruitment        

Support EP & MA      RE & Follow up    

Go deeper in the timeline for your LCs!If you want to realize EPs on January RE peak, you should take care of the steps before it, like attract that your LCVPs are executing.It’s recommended that you manage a national timeline for your LCs, with clear deadlines of application and so on.

What should happen in the local level during this time?

Start with Team Preparation!

Team Selection

Trainings

Team Bulding

OGIP: Set right profile and define team start dateTM: Define recruitment timeline considering team start date

TM: AIESEC InductionOGIP: Area training

OGIP: GTKEO, Integration, Team identity, team values

Timeline: 1st MonthDuration: 2 weeks

Communication Plan

Stands and physical promotion

Virtual Channels Promotion

Timeline: 2nd MonthDuration: 4 weeks

Attract

September

Contact Lead

Select

Conversion Sign Up to Apply

Timeline: 3rd and 4th Months

Duration: 8 weeks

Convert

October, November

What needs to happen in each month?

Communication Plan

Stands and physical promotion

Virtual Channels Promotion

Timeline: 3rd, 4th, 5th Months

Duration: 10 weeks

Support EP & MA

October, November, December

Contact Lead

Select

Conversion Sign Up to Apply

Timeline: 3rd and 4th Months

Duration: 8 weeks

RE & Follow up

January, February

Every month, make sure your LCs are following the timelineAs MCVP, you should take care of the implementation of the strategies and the timeline!

MC VP Implementation Example:

If you want to attract people on September, you should consider that you will delivery online trainings in August to prepare LCVPs for run promotion in SeptemberCreate clear deadlines and be aware of it!

Aug Sep

W1 W2 W3 W4

Attract   Online Training 1

Online Training 2+ Create

Communication Plan

Newsletter To Engage your

Members

Marketing Campaign

IMPLEMENTATION TIMELINE EXAMPLE(To attract people in September)

Make sure you and your LCVPs are prepared to run marketing campaign before

it happens!