1. oGIP Tier 1 – Converting the right
people

2.  oGIP & Mkt
Synergy
 Building your
attraction strategy
 Executing
You have seen how to attract a lot...
But how to guarantee they will be
our customers?

4.  Understand the current state of conversion; the gaps
and the strengths
 Figure out what can happen in the short term
 Get responsibles in your LCs to do it now!

5. Track your process
Customer that access and sign
up in the system
Customer
OGX Members contact the
costumer and talk with him
Customer applying often for
opportunities
# Contacted
Customer get matched
# Active Lead
# Lead
# Matched

6. Customer
100 Contacted
10 Active Lead
100 Leads
9 Matched
An Example…
100%
10%
90%
Conversion
Rate on
processes

7. Customer
100 Contacted
10 Active Lead
100 Leads
9 Matched
An Example…
100%
10%
90%
Conversion
Rate on
processes
When you can just convert 10 of
100 Leads contacted it means
something is not going well.
You found your gap!
Possible bottlenecks:
• You are not attracting people
that want to travel right now
• OGX Members are not
prepared to contact Leads
Possible solutions:
• Review the way you are
attracking!
• Review the way you are
training your members

9. High
conversion?
You need to attract more of these people!

10. Low
conversion?
Target the right people!
Communicate your message in a better
way!

11. Conversion goes beyond
online systems,
Its about engaging your
potential customers & giving
the right incentives to go
down the customer flow.

12. Check the information flow on your online channels

14. Head hunting
right profiles
Replying via
email or phone
in 24h
Automated
Emails after
sign up
Clear
information
flow locally
and nationally
Showcasing
experiences
Send specific
product with
partners,
timeline, DDL
Newsletter to
customer
segments

15. Replying via
email or phone
in 24h
Make sure your LCVPs are contacting applicants
fast and in the right way
Example how to track it:
• Once per month, create a fake applicant and wait
for the contact from your LCs
• Analyze the e-mail/call you have and give
feedbacks
• Reward and Recognize LCs that have fast
responding and good approach by email or phone

16. Create automated emails
confirming the registration, use
this opportunity to send an
customize an very attractive e-
mail, with clear information what
to do next
You can also add:
• Phone number to fast contact
• An opportunity available
• Small showcase content
Automated
Emails after
sign up

17. Contact the Lead and show
specific opportunities, so he can
understand the product better
and feel motivated to apply
Send specific
product with
partners,
timeline, DDL

18. Promote on Facebook, print or show to EPs during a
meeting:
• Posters with short testimonials
• Returnees Blogs and Videos about their GIP
• Cultural Shock platform
• Bring the person to talk in an info session
Showcasing
experiences
Showcase a lot to create good
influence in the Lead decision.
Collect from your LCs or ask an NST
to help you to collect it!

19. Head hunting
right profiles
Head Hunting the specific
profile you need, this way you
can contact them directly and
the conversion should be faster
How to do it?
Create an internal movement:
• Organize a small internal campaign to
members give contacts of friends that
could be an EP
• Recognize members that are giving
contacts and push more contacts
• Contact the profiles and offer
opportunities
• Convert!

20. Clear
information
flow locally
and nationally
Make sure every touch
point you have with
your customer they
know what to do next!
How to do it?
• Call to action expressions “Apply

21. Head hunting
right profiles
Replying via
email or phone
in 24h
Send specific
product with
partners,
timeline, DDL
Clear
information
flow locally
and nationally
Showcasing
experiences
Automated
Emails after
sign up
Newsletter to
customer
segments

22. Use Content Strategy
to make your
marketing &
conversion a success

23. Content marketing is a marketing technique of
creating and distributing valuable, relevant and
consistent content to attract and acquire a
clearly defined audience – with the objective of
driving profitable customer action.
“
”

24. Content Creation Workflow Example:
Awareness
[ ATTRACT ]
Consideration
[ CONVERT ]
Decision Making
[ CLOSE ]
Graphics CTA:
5 Things Every
Aspiring Teacher
Should Know”
Social Media CTA: “3
Destinations That
Will Change Your
Life”
Lead Generated
University Booth or
Event — Physical
Offline Promotion
Day 1: Email: Send “Explore Destinations for Teaching Abroad.”
Day 7: Email: Send “Our
Internship Process in 5 steps.”
Day 20: Email: Send “Success Stories of Going Abroad.”
Lead Converted - EP RAISED
Rolling Event: Exciting
Information Session on
Internship
Follow
up
Day 40: Inspiring Email focused
on connecting EP to vision
Day 55: Provide Tips for Cultural
Integration and Going Abroad
Assuming 60 day gap
between lead generated
and matched

25. Content Marketing helps:
People are clear
on what the
product is
People are clear
on if they are the
right profile
People are given
just enough
information so
they are curious
People
understand the
value of what
you’re offering
Improve your entire conversion process due to
stronger and focused messaging

26. Right Profile.
Right Product.
Right Time.
Awareness [Attract]:
- What’s the Product?
- How does this help me?
- Why should I care?
- Who is it for?
Consideration [Convert]
- What skills are required?
- Where can I go?
- How long can I go?
- What’s the process? $$?
Decision Making [Close]:
- Communication and Follow Up
- Reinforcement of value proposition
- Showcase past experiences
- Help them envision the journey
Why? What? How?
Objective: To set the right expectations
throughout the process that lead to better
conversion rates

28. Speaks to one target audience interested in teaching
internship.
Focuses on a specific profile.
Take a look what AIESEC in Canada did:
Speak to one target audience interested in teaching
internship.
Focuses on a specific profile.

29. cccc
Email Example

30.  91% of consumers check their email daily
 48% of emails are opened on mobile devices
 Only 11% of emails are optimized for mobile
 35% of email recipients open email based on the
subject line alone

31.  Have a compelling subject line that connects
value or curiosity
 Subject line has 50 characters or less
 “Teach Abroad this Summer!”
 “Change Your Life This Summer by Teaching.”
 Visualization of what you’re communicating
 Personalization
Ex: Opportunity Newsletter
•Example of a JD
•Put the mainly requirements
•Focused in specific profiles
•Gather mailing list with the
university
•Adapt for your local reality
•Adapt in order to be used for
different channels
•Insert deadlines for applications
•Showcasing

32. Segmented and more targeted
perform significantly better than
blasted emails.
Your e-mail should generate curiosity
and desire for interest in the program
so they click the CTA
Concise, powerful and “bite-sized”

33. Give education
how to run
attracting and
conversion
Make sure
your LCs have
a conversion
responsible
Track LCs
during the
process

35. oGIP Tier 1 – Converting the right
people