3. START UP LC
LCVP Comm/
Marketing
Member 1 Member 2
KPI:
• Number of EP’s Raised
(that fit the right Matchable EP Profiles)
• # of Leads/ Registrations from each strategy
• Increased Conversation Rate from Sign up to Raise
NOTE:
• Marketing team has 1-3 members (including LCVP)
• Marketing Team needs to focus on establishing their
market penetration for just 1 Programme (oGIP/
oGCDP) and just 1-2 Sub-products/ Issues under
this programme
10
to
40
Realisations
30
to
70+
Raised
50
to
150+
Sign
ups
(Ideally,
Sign
up
to
Raise
Conversion
rate
is
greater
than
30%)
Sample
Backwards
Planning:
This
means
that
recruitment
activities
must
be
focused
enough
to
get
this
number
of
registrations
from
the
right
target
market
Based
on
Statistics,
how
many
Raises
do
you
nee
to
get
this
many
realisations?
Based
on
Statistics,
how
many
Sign-‐ups
do
you
nee
to
get
this
many
raises?
START
HERE
4. START UP LC LCVP
JD
• Designs
Marketing
Strategy
with
OGX
And
Marketing
Team
and
ensures
a
well
designed
product-‐
customer
Olow*
• Works
with
Marketing
Member
to
organise
2-‐3
KEY
channels
strategies
(can
be
online
or
ofOline)
to
reach
the
target
audience
• Recruitment
Period:
• Takes
on
the
lead
role
of
managing
1-‐2
of
the
Key
Strategies
and
aligned
the
LC’s
towards
this.
• Ensures
that
his/
her
members
are
on
track
and
the
campaign
is
running
according
to
timeline
• Ensures
that
OGX
is
promptly
responding
to
leads/
registrations
Members’
JD
(1-‐2):
• Year-‐round:
• Ensures
website
and
social
media
is
always
up
to
date
with
relevant
information
• Ensures
Relationships
with
Campus/
University
is
well
maintained
• Recruitment
Period:
(for
each
member)
• Supports
in
designing
and
developing
materials
for
the
Campaign
• Takes
on
the
implementation
of
1-‐2
key
channel
strategies
and
aligns
the
LC’s
towards
this
LCVP Comm/
Marketing
Member 1 Member 2
5. POTENTIAL LC
10
to
40
Realisations
LCVP Comm/
Marketing
Member 1 Member 2 Member 3 Member 4
NOTE:
• Marketing
team
has
3-‐5
members
(including
LCVP)
• Marketing
Team
needs
to
focus
on
scaling
up
in
their
market
reach
for
their
focus
Programme
(oGIP/oGCDP)
and
just
1-‐2
Sub-‐products/
Issues
under
this
programme
30
to
70+
Raised
50
to
150+
Sign
ups
(Ideally,
Sign
up
to
Raise
Conversion
rate
is
greater
than
30%)
Sample
Backwards
Planning:
KPI’s:
• Number
of
EP’s
Raised
(that
Oit
the
right
Matchable
EP
ProOiles)
• #
of
Leads/
Registrations
from
each
strategy
• Increased
Conversation
Rate
from
Sign
up
to
Raise
This
means
that
recruitment
activities
must
be
focused
enough
to
get
this
number
of
registrations
from
the
right
target
market
Based
on
Statistics,
how
many
Raises
do
you
nee
to
get
this
many
realisations?
Based
on
Statistics,
how
many
Sign-‐ups
do
you
nee
to
get
this
many
raises?
START
HERE
6. POTENTIAL LC
LCVP Comm/
Marketing
Member 1 Member 2 Member 3 Member 4
LCVP
JD
• Designs
Marketing
Strategy
with
OGX
And
Marketing
Team
and
ensures
a
well
designed
product-‐
customer
Olow*
• Works
with
Marketing
Member
to
organise
2-‐3
KEY
channels
strategies
(can
be
online
or
ofOline)
to
reach
the
target
audience
• Recruitment
Period:
• Takes
on
the
lead
role
of
managing
1-‐2
of
the
Key
Strategies
and
aligned
the
LC’s
towards
this.
• Ensures
that
his/
her
members
are
on
track
and
the
campaign
is
running
according
to
timeline
Members’
JD
(2-‐3
Channels
Experts)
• Online
Marketing
(1-‐2
members):
• Ensures
website
and
social
media
is
always
up
to
date
with
relevant
information,
• Explores
and
develops
1-‐2
Online
Inbound
Marketing
Strategies
• Campus
Relations:
• Ensures
Relationships
with
Campus/
University
is
well
maintained
(Year
Round)
• Designs
and
Oversees
Physical
Recruitment
Events
Members’
JD
(1-‐2
Designers)
• Year-‐round:
• Ensures
website
and
social
media
is
always
up
to
date
with
relevant
information
• Ensures
Relationships
with
Campus/
University
is
well
maintained
• Recruitment
Period:
(for
each
member)
• Takes
on
the
implementation
of
1-‐2
key
channel
strategies
and
aligns
the
LC’s
towards
this
7. HIGH POTENTIAL LC
LCVP Comm/
Marketing
Brand Team
TL
Member
1
Member
2
Brand Team
TL
Member
1
Member
2
Comms Team
TL
Member 1
Member
2
40
to
70+
Realisations
70
to
120+
Raised
150
to
300+
(Ideally,
Sign
up
to
Raise
Conversion
rate
is
greater
than
30%)
Sample
Backwards
Planning:
Based
on
Statistics,
how
many
Raises
do
you
nee
to
get
this
many
realisations?
Based
on
your
average
conversion
rate,
how
many
Sign-‐ups
do
you
need
to
get
this
many
raises?
START
HERE
NOTE:
• Marketing
team
has
7-‐10
members
(including
LCVP)
• Marketing
Team
needs
to
focus
on
scaling
up
in
their
market
reach
for
their
focus
Programme
(oGIP/oGCDP)
and
just
1-‐2
Sub-‐products/
Issues
under
this
programme
• TMP/TLP
8. HIGH POTENTIAL LC Brand
Teams
• Each
Member
can
handle
1-‐2
sub-‐brands/
Programmes
• Market
Research
• Participate
in
the
synergy
meetings
with
the
equivalent
teams
in
oGX
function
• Leads
the
development
of
the
content
marketing
strategy
for
Their
main
subproducts/
issues
• Year
round
management
of
the
brand
positioning
for
their
assigned
sub-‐brands
• It
is
recommended
that
someone
with
graphic
design
abilities
is
also
within
each
team
LCVP Comm/
Marketing
Brand Team TL
1
Member
1
Member
2
Brand Team 2
Channel
Mgr.
1
Channel
Mgr.
2
Comms Team
Member 1
Member
2
Special
Comms
Team
• Builds
and
Aligns
the
over-‐all
content
strategy
of
their
respective
channels
to
ensure
that
these
spaces
continue
to
contribute
more
customers
and
promoters
for
AIESEC
• Works
with
the
brand
teams
to
ensure
that
marketing
content
is
aligned
• Includes
management
of
social
media
channels,
website,
online
registrations,
campus
relations,
media,
PR
etc.
LCVP
JD
• Designs
Marketing
Strategy
with
OGX
And
Marketing
Teams
and
ensures
a
well
designed
product-‐
customer
Olow*
• Leads
Proper
and
Strong
Brand
management
in
the
LC
• Key
role
in
Managing
Crisis
Communications
• Recruitment
Period:
• Leads
the
creation
and
implementation
of
the
marketing
strategy
across
the
different
sub-‐brands
and
channels
• Ensures
that
his/
her
members
are
on
track
and
the
campaign
is
running
according
to
timeline
9. HIGH VOLUME LC
70++
Realisations
120++
Raised
300++
(Ideally,
Sign
up
to
Raise
Conversion
rate
is
greater
than
30%)
Sample
Backwards
Planning:
Based
on
Statistics,
how
many
Raises
do
you
nee
to
get
this
many
realisations?
Based
on
your
average
conversion
rate,
how
many
Sign-‐ups
do
you
need
to
get
this
many
raises?
START
HERE
NOTE:
• Marketing
team
has
10+
members
(including
LCVP)
• Marketing
Team
needs
to
focus
on
scaling
up
their
market
reach
fortheir
current
developed
brands
under
focus
Programme
(oGIP/
oGCDP/TMP/TLP)
• High
Volume
LC’s
need
to
especially
work
on
optimising
their
processes
and
investing
in
IT
innovations
in
order
to
increase
their
production
capacity,
These
LC’s
can
work
with
the
MC
to
develop
these
evolutions
• Don’t
expand
the
team
too
much
horizontally
LCVP Comm/
Marketing
Brand Team
TL
Member
1
Member
2
Member
3
Brand
Team
TL
Member
1
Member
2
Member
3
Brand Team
TL
Member
1
Member
2
Member
3
Comms Team
TL
Member 1
Member
2
Member
3
10. HIGH VOLUME LC
LCVP
JD
• Designs
Marketing
Strategy
with
OGX
And
Marketing
Teams
and
ensures
a
well
designed
product-‐
customer
Olow*
• Leads
Proper
and
Strong
Brand
management
in
the
LC
• Key
role
in
Managing
Crisis
Communications
• Recruitment
Period:
• Leads
the
creation
and
implementation
of
the
marketing
strategy
across
the
different
sub-‐brands
and
channels
• Ensures
that
his/
her
members
are
on
track
and
the
campaign
is
running
according
to
timeline
Brand
Teams
• Each
Brand
Team
can
handle
1-‐2
sub-‐brands/
Programmes
(sub-‐
product
for
oGIP,
issues
foroGCDP
,
TMP/TLP)
• Market
Research
• Participate
in
the
synergy
meetings
with
the
equivalent
teams
in
oGX
function
• Leads
the
development
of
the
content
marketing
strategy
for
Their
main
subproducts/
issues
• Year
round
management
of
the
brand
positioning
for
their
assigned
sub-‐brands
• It
is
recommended
that
someone
with
graphic
design
abilities
is
also
within
each
team
Special
Comms
Team
• Builds
and
Aligns
the
over-‐all
content
strategy
of
their
respective
channels
to
ensure
that
these
spaces
continue
to
contribute
more
customers
and
promoters
for
AIESEC
(ex.
Content
calendar
management,
Social
Media
analysis)
• Works
with
the
brand
teams
to
ensure
that
marketing
content
is
engaging
and
is
aligned
to
over-‐all
brand
objectives
• Includes
management
of
alliances,
social
media
channels,
website,
online
registrations,
media
relations,
PR,
Campus
relations
etc.
• *IT
support
can
be
outsourced
LCVP Comm/
Marketing
Brand Team
TL
Member
1
Member
2
Member
3
Brand
Team
TL
Member
1
Member
2
Member
3
Brand Team
TL
Member
1
Member
2
Member
3
Comms Team
TL
Member 1
Member
2
Member
3
11. 0 Be
very
clear
how
many
members
in
the
Marketing
team
are
driving
oGIP,
how
many
members
are
driving
oGCDP
Goals
and
how
many
members
are
driving
TMP
Recruitment
0 Their
Goals
for
sign
up,
conversion
and
raise
should
be
based
on
the
programme
they
are
driving
0 JD
should
be
based
on
the
programme
they
are
driving
0 Focus
of
the
marketing
team
depends
on
focus
of
the
LC
IMPORTANT
12. 0 When
calculating
productivity
for
oGIP
in
the
LC
or
MC,
for
number
of
members
contributing
to
oGIP
add
the
number
of
members
from
marketing
team
whose
goals
and
JD
is
about
driving
oGIP
growth.
Eg:
3
out
of
7
members
are
working
on
oGIP
and
4
on
oGCDP
then
3
members
are
included
into
oGIP
productivity
data
and
4
into
oGCDP
Productivity
data
Calculating productivity
13. Number of members in Marketing Teams suggestion-
Below look at suggestions in oGIP and oGCDP
