3. Setting goals
• # of RA
• # of Application
• Use backwards planning
• Use your own efficiency rate (from appl/RA)
4. To Ra the right EPs you need to know
your customer:
• Know how they think
• Use Most Influential Channels
• Customise your Message
5. 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
6. Target Audience
• STEP 1: IDENTIFY YOUR CUSTOMER
-Build a Customer Profile Map
*(oGCDP does Not have Minimum Criteria as strict as oGIP
Talent)
7. Customer Profiles:
EP profile of Global Citizen – Cultural (Social projects)
Working Exp.
Academic
Background
any
any
Preffered:
Preffered:
Social work
exp.
Internal relations
Presentation
s skills
Tourism
Trainig/Facili
ting
Social science
Cultural Edu/Child
Edu
Level of English
Interests
Time
availbality
Ideal Behaviours
Context
Ability to adapt to different
realities
Wanst to take up
extra curricular
activities
Interested in
Global Issues
Tolerant/Open to different
cultures
Wants to explore
new cultures
Interested in
Global Cultural
issues
Drive for challange
Interested in
cross-cultural
communication
Willing to travel
Wants to travel
Clear understanding of global
cultural issues
Wants to help
local
communitites
Interested in
social issues
B1 – B2
Interested in
presenting
his/hers own
country and
culture
6-8
Mostly:
June-JulyAugust
Average – High EQ and Social
responsibility
8. EP Profile of Global Citizen - Language
Working Exp.
Academic
Backkground
Any
Pedagogy/Psychology/Bili
ngual and Crosscultural
Edu/Language teaching
Training and
development
Skills:
Advanced teaching
Presentations/Tea
m
management/Train
ing
/Facilitating
Foreign language Edu
Lefel of
Time
Interests
English
availability
B2 – C1
Working
with
young
people
Spanish
Improving
language
skills
Russia
Ideal
Context
Behaviours
Wants to
enhancfe
teaching
skills
6 – 8 weeks
9. EP Profile of Global Citizen - Entrepreneurial
Working Exp.
Academic
Backkground
Any
Economics,BA
In Global
issues
International
business/
International
relations
Entrepreneurs
hip
Marketing,
Finance
Economics
trends
Skills:
Training/Faciliting/
Presentation
Lefel of
English
B2 – C1
Interests
Time
availability
Ideal
Behaviours
6 – 8 weeks
Global politics
Strategic
management
Innovations
Global mindset
and
Entrepreneurial
outlook
Context
10. Target Audience
• 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?
11. Sample of Customer Insights Map
Timeline
Context
Emotional Status
(What problems does
s/he need to solve?
Needs
(What problems does
s/he need to solve?)
Touchpoints
(Through which
channels can we reach
him/her?)
March
Going into Summer Vacation in a couple 1
month’s time
“I don’t want to be spending the whole
summer bored at home. I want to do
something different”
“I’m jealous about hearing that my friend’s
family will travel to europe, and my family
has no plans to leave. “
I check Facebook every evening As a
distraction from my studying, I usually
check to see what my friends are up to.
12. MESSAGE
Your Messaging should be based on the answer to the question—
“Why should I buy into this specific opportunity?”
1.
Customise a Value Proposition for each Issue
(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 children’s lives)
2.
What are the Reasons to believe/ Proof points for this issue?
(ex. Stories, testimonials, Impact of projects)
13. 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 or physical channels:
• Facebook
• University and Faculty (Professors,Direct emails, Uni Web, Campus
promo – Roadshows, Class shouts, bus stop)
• Web
• Your events
1.
Determine KPI’s for each of these channels that clarify the ROI of these
channels for the marketing campaign
2.
A Customer Journey Map can help!
14. Touchpoint
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”
Redefine yourself
Basic Information on where
you can go, what you can do,
how to apply
Message/
Information
Reason to Believe
Here’s a story that made a Showcase direct impact of
difference!
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
15. Strategies/Tactics:
• Create concreate and measureable Action
steps (měřit každou aktivitu jak přispívá k cíli)
• Devide responsibilities
• Set Timeline
16. Example:
• Break down all numbers according to:
- My customer (Target group) – aiesecers, returnees,
alumni, students
- Which faculties / departements are they from?
- Communication channels – where comes my result
from?
Example: 20 raises from economical faculty
• 10 people from roadshows and individual meetings set after
roadshow
• 5 people from friends – came to event
• 5 from facebook from returnees
