1. oGIP Tier 2 - Attracting the Right EP

2. If your entity needs…
To strengthen the brand of the organization
To attract your target audience with right expectations
To improve your conversion rate

4. Attracting
the Right
EP
oGIP & Mkt Synergy
Building your
attraction strategy
Executing
Standardizing Process:

5. oGIP &
Mkt
Synergy

8. 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.

9. Build strategies
together
Clear Common
Goals and
Tracking Metrics
Clear allocation of
responsibilities
Have (bi)weekly
meetings
Create a routine, track
and check
implementation and
results
Use your Backwards
plan to decide Sign up
and Apply goals
Also track KPIs as
Conversion Rate
Define responsibilities
based on conversion
flow
Define needs for oGIP
and build Marketing
strategies to support it

10. 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

11. • Participate in PR Events to connect
with companies and students

12. • Invest on Advertising

13. • Create new Campaigns, invest in creative
message
What are the borders of your classroom?
Teach To Learn Campaign

14. • Create new Campaigns, invest in creative
message
• Participate in PR Events to connect
with companies and students
• Invest on Advertising
• Additional graphic materials

15. Building
your
attraction
strategy

16. Goal
Target
Audience
Channel Message

17. 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.

18. 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

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

20. Understand
your
Customer

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

22. Know your
customer
Know
how
they
think
Use Most
Influential
Channels
Customise
your
Message
Target
Audience
Channel Messageand

23. Know your
customer
Know
how
they
think
Use Most
Influential
Channels
Customise
your
Message
Target
Audience
Channel Messageand

24. TARGET AUDIENCE

25. Define the "right EP" by Building a Customer Profile

27. 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

28. 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 promoter
Reasons
• Comments
Responsible:
VP Exchange
•
This is your basic understanding
of your ideal customer

29. STEP 1: IDENTIFY YOUR CUSTOMER
Build a Customer Profile Map
BACKGROUND
Web Development
(or Other specific technical
programming skills)
LANGUAGE ABILITY
English – Intermediate to
Excellent
TIME AVAILABILITY
3 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 promoter
Reasons
• Comments
Responsible:
VP Exchange
Build a Customer Profile Map

30. Know your
customer
Know
how
they
think
Use Most
Influential
Channels
Customise
your
Message
Target
Audience
Channel Messageand

31. 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!

32. 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

33. 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

34. Know your
customer
Know
how
they
think
Use Most
Influential
Channels
Customise
your
Message
Target
Audience
Channel Message

35. MESSAGE

36. 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)
1. 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)
2. What are the Reasons to believe/ Proof points for this issue?
(ex. Stories, testimonials, Impact of projects)

37. Know your
customer
Know
how
they
think
Use Most
Influential
Channels
Customise
your
Message
Target
Audience
Channel Message

38. CHANNELS

39. 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!

40. Touchpoints
Mental Barrier
Question
Motivation
Activity
Message/ Information
Reason to Believe
Tactic
KPI
STRANGER VISITOR

41. 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

42. Know your
customer
Know
how
they
think
Use Most
Influential
Channels
Customise
your
Message
Target
Audience
Channel Messageand

43. Put it all together!

44. What is your end goal? Everything you do
from this point is to drive the end goal.
To send students abroad!
G T C M
Example
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.

45. Example
Take a look what
AIESEC in Colombia
done: Speak to one
target audience
interested in IT
internship.

46. Executing
your
marketing
campaign

47. What to take in
consideration for my
implementation?

48. Sep Oct Nov Dec Jan Feb
RAISE
MATCH
REALIZE

49. 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.

50. What should happen in
the local level during
this time?

51. Start with Team Preparation!
Team Selection
Trainings
Team Bulding
OGIP: Set right profile and define team start
date
TM: Define recruitment timeline considering
team start date
TM: AIESEC Induction
OGIP: Area training
OGIP: GTKEO, Integration, Team identity,
team values
Timeline: 1st Month
Duration: 2 weeks

52. Communication Plan
Stands and physical promotion
Virtual Channels Promotion
Timeline: 2nd Month
Duration: 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?

53. 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

54. Every month, make sure your LCs are following the timeline
As 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 September
Create clear deadlines and be aware of it!

55. 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!