ER Basics by Wallis Chan Bona

1. EXTERNAL
RELATIONS BASICS
Wallis Chan Bona
MCVP BD 11/12

2. OBJECTIVES
 To better understand what ER does
 To further understand some ER basic principles
 To better gain knowledge and insight to ER processes

3. EXTERNAL RELATIONS JARGON
 ER – External Relations
 GIP – Global Internship Program
 GCDP – Global Community Development Program
 TN Taker– Trainee Nominee Taker
 EP – Exchange Participant
 JQ – Job Questionnaire
 MOA – Memorandum of Agreement

4. WHAT WE DO?
 Front-line for externals to know what AIESEC does and what
AIESEC can do for them
 We customize and create value for our AIESEC products
 We market and sell cost-effectiveness to companies which
create partnerships that benefit both parties
 We help facilitate Incoming Exchange Realizations through
Raising partners
 We help sustain AIESEC operations through financial revenue

5. POINT OF COST-EFFECTIVENESS
 It is the relationship between monetary inputs and the
desired outcome, such as between expenditure on the
partnering with AIESEC and increase in sales revenue
 It is important to realize we offer global top talent to
companies as cost-effective, rather than stating it is a
cheap investment

6. ER AS A TEAM
 ER is never a one man team effort, it works as a cohesive
body, thus no one should be left behind.
 The achievement of one is the achievement of everyone
 Innovations in sales and marketing must be done as a team
in order to create growth and learning
 No matter how new or long you are in ER, you can always
learn something new from each other

7. PRODUCT PORTFOLIO
 Consisting products which AIESEC markets to companies
that they maybe interested in investing in and a must have
always by an ER member.
 Must be revised at the start of every term
 Usually segregated into Exchange Portfolio and Project
Portfolio
 MUST be Customizable based on the target market

8. LEVELS OF SELLING
 Peddler (First Level)
 Short-term, lowest cost at the moment, vulnerable to competitors, better
pricing comes equates to the customer moving to another
 Supplier (Second Level)
 Has a better idea about what the customer does with purchased product,
customer buys in an on going basis, still vulnerable to shifts
 Vendor (Third Level)
 Implies loyalty, trust, and a deepening relationship. Customer trusts you, you
understand the customer
 Partner (Fourth Level)
 Analogy of marriage: interdependent and mutually beneficial

9. SOME TYPES OF ER PARTNERSHIPS
 Financial Partner
 Supports AIESEC through monetary means
 Exchange Partner
 Supports AIESEC through taking in exchanges
 In-kind Partner
 Supports AIESEC through things in-kind (material objects, etc)
 Learning Partner
 Supports AIESEC through seminars, lectures and learnings

10. EXCHANGE MARKETING
 ER members help facilitate the growth of exchange
partners, TN Takers who accept GIP or GCDP EP’s into the
country, thus contribute to realizations of the country.
 In the raising, matching and realization, ER has the main
focus on raising, but keeping in mind the matchability and
possible realization of the TN Taker.
 Works hand in hand with ICX for the JQ as well as during the
matching and realization coordination of the TN Taker

11. FINANCIAL MARKETING
 Markets activities and project opportunities for companies
to give monetary support to support the said event.
 ER serves as one of two main functions bringing in revenue
to help sustain LC operations and growth.

12. ER IS NEEDED IN?
 Incoming Exchange (ICX)
 To raise partnerships with companies to take in exchange participants into
the country thus creating realizations
 To give revenue that helps sustains Service and Reception activities done
 Finance
 To be able to give revenue that helps finance rotate and invest revenue
given by ER
 Projects
 To sustain projects based on exchange as well as non-exchange projects
through monetary means which can cover the costs incurred

13. ER IS NEEDED IN?
 Communications
 Way of helping promote the AIESEC brand to externals during
marketing meetings
 Talent Management (TM)
 Help promote TM initiatives such as recruitment in every LC
 Outgoing Exchange (OGX)
 Serves as a good competitive measure for realizations of the country,
through OGX or ER-ICX

14. WHAT YOU CAN LEARN?
 Marketing
 Sales
 Adaptability
 Cross-cultural learning
 Dealing with Corporations
 Dealing with NGO Companies
 Cooperation in a Team

15. IN THE END….
ER is something you LOVE
and not just something you
do. =)