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A functional slot session of program marketing, brand management & marketing strategies equipment to LCVP & Manager. National Functional Summit 2014.
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Brand management &
marketing strategies
Afifa Urfani
July 2014
Objective Delegates will understand how to manage program and entity
brand in each LC and nationally, specifically the understanding of
ORS management, conversion rate strategies, LEAD
management, and synergy system
Change Agents
Do you remember AIESEC’s purpose as an organization?
Ewa Funnel
Micro XP
MKT PR
Change is a process,
Not an event.
Marketing role in AIESEC
Create and facilitate touch points for people to interact with
AIESEC in order to create more promoters and customers of
AIESEC
Marketing people also serve as brand guardians, ensuring that
AIESECers and other stakeholders are constantly supporting and
aligning with the desired reputation of AIESEC (through operations
and every day practice)
Product-Customer Flow
The process AIESEC goes through to develop relevant exchange products
for our market and deliver them with excellent customer experiences.
Understand Focus Customize
Understanding
internal and
external reality based on
historical data
Evolving product
value and
packaging based
on this
Select Main Target
Markets (based on
Sub-Products for
GIP/ Issues for
GCDP)
Product
oal G arget T hannel C essage M
Every time you have to define a communication strategy for supporting your operations, you must follow the simple GTCM process!
Goal • Define the goal of the strategy. It should always be based only in ELD MoS.
Target • Define to whom the product/program is going to be offered, i.e. IT students,
last year of university, etc.
Channel • Define with what kind of channels the audience is going to be approached,
i.e. social media, class presentation, library booth, etc.
Message • Define how the communication of the product is going to be done to the
target audience, what is going to be said to them.
G
• Re- 30
• Ma – 76
• Ra – 54
• Registrations – 100
T
• Graduation
• Last Year
• Thesis
• Teaching University
• IXP
C
• Partnership with University
• Library
• Class – University
• Classroom Presentations
• Open Booth
• Info Seminar
• Facebook , Line, BBM group
• Job Fair
• LC Meeting
• Elections & Selection
M
• Implement your knowledge into practical and voluntary – Journalism & PR Project in Italy
• Enrich your CV
• Don’t wait just do
• Tips to help your thesis – IR Student
• Slots for Projects Abroad
• Teaching – Implementation
• IXP – Complete your journey
Attract Convert Close
Engaging target
audience and
positioning the
product
strategically
across channels
Ensure that the
people you engage
are directed by a
"Call to Action"
towards signing up
as a potential customer.
Ensure the people
who have shown
interest to be selected
and Raised as a
Customer
Customer
Delight Showcase
Once raised as a
customer, there's
a need to look
into measures to
ensure proper
Customer
Experience
Management.
Attract more
customers or
promoters for
AIESEC. By
showcasing the
promoter's
experiences
Customer
Stranger Visitor Lead Customer Promoter
Attract Close Showcase
Convert Delight
PR
Social media
Blogs
Online marketing
SEO
Word of Mouth
Below the line media
High quality tools & design
Accessible information
Clear calls to action
Best stories
Relevant content
Meeting them in person
Inviting them to events
Taking them through the selection process
Global ORS & OP
Give the best quality!
Promoter strategy
The right traffic Clear & accessible information
Interview and make sure they’re willing & ready
Quality!
Find your partner from different LC
Make GTCM planning for: • GCDP winter peak
• Job training fair
• GIP fair for MT sub-product
• Talent recruitment
• GCDP off peak (Mar-May)
10 Mins
Managing Multiple
Campaigns at Once
Sounds super tough right? But that doesn’t
mean that we can’t do it together
Choose the
right channel
and the
message for
each
product/sub
product
Understand your goal
Prioritize Assign Schedule Review
Know
where to
go, what to
achieve,
what’s the
timeline
Choose
the
focus
If you want
to go
somewhere,
go together
Pre-
schedule
things in
social
media
Regularly
go back
and review
the
progress.
Showcasing
Strategies
Your content needs to be the fuel
for your
marketing
campaign
Smart Marketing begins with understanding of customers. Then to fuel up your marketing strategy with content and delivery.
Content Marketing
To Educate
To Entertain
To Persuade
To Convert
What sort of content should we create?
Tools • Blog posts
• Guest blog posts
• E-books
• Email newsletters
• PowerPoint presentations
• Podcasts
• Standard videos
• Micro-videos (ie, Vine)
• Social media posts
• Live presentations
• Webinars
• White papers
Develop a strategy
Conduct research
Develop the
content
Distribute Promote
Build links
Measure
The Content Cycle
Treat keywords like hotsauce
Have a voice or brand customers can identify with
Build trust with transparency
Make the most of a great idea with multiple formats
Headlines are everything
Use the news
You can’t stock the cupboards
until you take out the trash
Don’t just post, engage!
Invite yourself to someone else’s party once in a
while
Remember that great content
invites link
Build you content from an ongoing
plan
The best inspiration comers
from different sources
Quality is as important as
quantity
Quantity still matters
Take your time Use one piece of
content to promote another
Recycle your greatest hits
Always ask the key question
about a piece of content
Use your content to turn searchers, readers, fans, into
buyers
21 rules
content
marketing
Try this! • Infogr.am
• www.improvepresentation.com
• Visual.ly
• Mural.ly
• http://www.powtoon.com/
What kind of content
that can attract
attention?
Brand Management
• BUILDS A STRONG NATIONAL BRAND:
Creates and provides the overview and
direction of the brand you need to build for
the entity as a whole
• CUSTOMIZES THE GLOBAL
PERSPECTIVE and ORGANISES
NATIONAL RESOURCES:
Driver of activating to resources and
knowledge of what’s happening across the
Global network and across different LC’s
within the entity
• LOCAL MARKET EXPERTS- they are the best
capable of customizing national messages down to
what’s relevant in their campuses. They are the
ones who need to step up in creating the DETAILS
of campaign tactics and collecting content from the
experiences they deliver.
• FRONT-LINE Implementers- HR is most powerful
on the LC level. Members need to be clear about
how to represent AIESEC brand and communicate
the campaign messages.
MC LC
How they perceive our brand? –
–
–
–
–
Our entity’s brand is
reflected from how people
see our programs
You need to concern on these:
Brand Refreshments
•
•
•
•
•
FGD
In-depth Interview
5 Reasons to Re-brand
• Competition
–
• Growth
–
• Long-term expansion
–
• Technology
–
• Employees
–
Filter
Brand
Project
Project Brand Audit
Objective •
•
•
•
•
•
Is it true to our essence? Yes/No
Core Part Elements Point
LEADERSHIP
OC site (assuring the leadership
implemented on OC)
Structural 1
Development 0
Project (lead other people outside oc to
involve to society)
Exchange Participant 1
AIESECers 1
External
NGO 1
Government 1
Schools -
Partners 0
Essence
• What is AIESEC Way?
• What is AIESEC Vision?
• What is AIESEC BHAG?
• What is AIESEC 2015?
Is it showcasing ELD aspects in the right way? Yes/No
Core Part Elements Point
BRAND USAGE
Key Message The core message you want your target audiences to hear and remember. 1
Descprition of Project / Event (5W + 1H)
The basic information that you want other people know in promotional tools 1
Partner LC Partner and Event/Project Partner 1
Brand Refreshment Content
Element that represent AIESEC Global Brand Visual Look 1
Contact Person / Follow Up Information
The direct access for detail information on website or ORS 1
Core Part Elements Point
Relation with Stakeholders
Networking Event Frequency of Networking Event 1 Media Partnership Relation with media to promote project 1 Media Appearance
The publication with media (Press release, press conference, & event poted) 1
Core Part Elements Point
Social Media Engagement
The use of promotion in Social Media
1
Fanpage 1
Website 1
Youtube 0
Is it showcasing at least one primary benefit? Yes/No
Core Part Elements Point
Primary Benefit
International Internship
The Key activities of the project
Leadership Opportunities Global Learning Environment
Brand Attributes
From the scale 1-10:
• Daring – Responsible leadership
• Diverse – Global
• Inclusive – Collaborative and democratic
• Dynamic – For youth by youth
• Impactful – Social entrepreneurship
– Do you project implement these attributes in interacting with stakeholders?
– “Why would I join AIESEC/this program?” Answers should be the benefits and external values
– Is there any additional or detail event in your project? Elaborate!
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