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Learn all about it!
Marketing Plan
Delivered by Sokratis Papadopoulos January 2014
For the EB elect of AIESEC AUTH 14-15
How relative you rank yourself with Marketing?
How good you think you would be in making a Marketing plan?
Let me ask you something first
TIME TO MAKE YOU ALL KSEFTERIA!So, approximately 2.5/5
So, approximately 2/5
GoalTarget Audienc
e
Channel
Message
Agenda
UNDERSTAND--------FOCUS
CUSTOMIZE
ATTRACT--------
CONVERT--------
CLOSE
DELIGHT
-------------------------
SHOWCASE
PRODUCT EVOLUTION CUSTOMER FLOW
GoalTarget Audienc
e
Channel
Message
PLANNING
Understand Understanding internal and external reality based on historical data
Focus Select Main Target Markets (based on Sub-Products for GIP/ Issues for GCDP/ Profiles for TMP)
Customize Evolving product value and packaging based on this
Attract Engaging target audience and positioning the product strategically across channels.
Close Ensure that the people you engage are directed by a "Call to Action" towards signing up as a potential customer.
ConvertNow that you have people that have expressed interest (also known as "leads") then the task to to ensure that they are finally selected & Raised as a Customer (Member, EP/TN)
Delight Once raised as a customer, there's a need to look into measures to ensure proper Customer Experience Management.
ShowcaseThrough out an AIESEC Experience, there are many stories and insights that are worth showcasing to the external environment that would help to attract more customers or promoters for AIESEC.
STEP BY STEPPLANNING
GOAL SETTING
GOAL SETTING Through Backwards Planning
1-- Set RAISE GOALS > 2-- Set IN REVIEW Goals >3-- Set IN PROGRESS Goals 4-- Set Target for OPEN Leads
(All must have a good understanding of each others’ key metrics.)
Creates In review, In Progress, Sign up Goals
Creates Ra-Ma-Re Goals
VP Communications
Exchange Responsible
Raises In Review (Selection) In Progress Open Leads
Total GIP Raises
# Teaching Total # of In Review
# Teaching Total # of In Progress
# Teaching Total # of Open Leads
# Teaching
# Marketing # Marketing # Marketing # Marketing
# IT # IT # IT # IT
Raises Master Issues Total In Review (selected) Contacted (in progress) Applications
EDUCATION 13 1. Career Development2. Cultural Understanding
58
27
EDUCATION 15
100
EDUCATION 4030
160
EDUCATION 90
ENTREPREUNERSHIP 10 1. Economic Growth 10 ENTREPREUNERSHIP 12 ENTREPREUNERSHIP 30 ENTREPREUNERSHIP 70
An Effective Product and Positioning Strategy relies on knowing WHO you’re
selling to and HOW they think.
Know your customer
Know how they
think
Use Most InfluentialChannels
Customise your
Message
Target Audienc
e
ChannelMessag
eand
Know your customer
Know how they
think
Use Most InfluentialChannels
Customise your
Message
Target Audienc
e
ChannelMessag
eand
TARGET AUDIENCE
You should choose a specific target audience
You need to understand their:
Wants
Needs
Interests
what context they’re living now
Common Mistakes 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
Know your customer
Know how they
think
Use Most InfluentialChannels
Customise your
Message
Target Audienc
e
ChannelMessag
eand
UNDERSTAND HOW THEY THINK
UNDERSTAND--------
FOCUS
Identify your target customer profiles (for each key sub-product).Try to gain insights from their stakeholder perspective.
• 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?
Main Responsible: VP COMM
PROGRAMME BRAND Sub- Brand Master Issues Segments & Year Ra Goals App Goals Countries Month of
Realization
1. Cultural Understanding
Pedagogy (AUTH) - 3,4 5 10Italy February
Eidiki Agogi (Volos) - 3,4 3 6
2. Career Development
Italian Literature (AUTH) - Grads 3 8
Italy(Trento?), Romania, Poland January
Psychology (AUTH) - Grads 2 5
1. Economic Growth
Economics (AUTH) - 3, Grads 5 12 Romania January
Political Sciences (AUTH) - 3 2 5Italy February
Economics (AUTH) - 3 3 8
Target Audience
Know your customer
Know how they
think
Use Most InfluentialChannels
Customise your
Message
Target Audienc
e
Channel
Messageand
CHANNELS
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 (ex. social media channels) or physical channels (on campus events, classrooms, stands, bus stops, etc.)
3. Determine KPI’s for each of these channels that clarify the ROI of these channels for the marketing campaign
Methods / Channels Quantity/ Goals
Social Media Posts
Marketing Video one video in December
Testimonial/ Story Showcase total of 8-9 stories
Images edited with messages and visuals everyday
Facebook groups of AUTH departments 2-3 per group per week
Facebook groups of NON-AUTH departments 2-3 per group per week
Blog Posts
Appearance in websites-blogs (mycampus,storybox.gr) 1 per month
Refresh Web Site 1 time
External Newsletter 2-3 per month
PR Activities
Universities website 2 per month
Portal grads 2 per month
University email 2 per month
Presence in external events grab every chance!
Physical
Explore Days (classrooms) total of 10
Announcements in Secretaries 5-7 per week
Explore Seminars (info meetings) 2-3 per week
Posters in university total of 30
Contact management every 1-2 days
Presence in academic events (Job Fair) 11-Dec
Events in Colleges 1 time
Channels
Know your customer
Know how they
think
Use Most InfluentialChannels
Customise your
Message
Target Audienc
e
ChannelMessag
e
MESSAGE
MESSAGE
You will have a Main Message/ Tag-line that captures and communicates the Unique Value Proposition of your Programme to your Target Audience. You will also have to further customize how you package this according to each channel you plan to utilize.
(1) Main Message: To come up with the general theme and tagline for your campaign, you should base this on what will be most attractive and engaging to your Target Audience.
(2) Customized Messages for Channels: Your general message should then be customized according to each channel you will be using it in. Especially for online social media, this will help “optimize” engagement and drive stronger influence.
What is the main message of Global Talent?
Απόκτησε επαγγελματική εμπειρία στο εξωτερικό!
MESSAGE
Your Messaging should be based on the answer to the question— “Why should I buy into this specific opportunity?”
Customize a Value Proposition for each Issue (Teach to Learn)
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)
What are the Reasons to believe/ Proof points for this issue? (ex. Stories, testimonials, Impact of projects)
Value Proposition
Οφέλη από το πρόγραμμα explore- value propositions • Διαπολιτισμική εργασιακή και μαθησιακή εμπειρία στο εξωτερικό • Άμεσο θετικό αντίκτυπο στην κοινωνία • Προσωπική Ανάπτυξη
PROGRAMME BRAND Sub-Brand Master Issue Sub issue Segemnt & Year Value Proposition Why now
1. Cultural Understanding
Cross Cultural Leanring Dialoges
Pedagogy
Πρακτική εμπειρία διδασκαλίας και στο εξωτερικό μετά την εμπειρία στην Ελλάδα, let yourself know
another culture
Now we know the programs and the quality of those. Until summer,
poios zei poios pethenei! Many things can make you
postpone for ever!
Psychology Πρακτική εμπειρία στο να διαχειρίζεσαι μια τάξη
Eidiki agwgi (volos) Επαφή με νέους από όλον τον κόσμο, εξάσκηση αγγλικών
Italian Literature απόκτησε ένα σημαντικό χαρτί για το μεταπτυχιακό σου
2. Career Development
Soft SkillsCareer Planning
Graduates of dare to overcome your personal boundaries
Psychology educate and impact through yourself
and Italian Literature Practise your Italian
1. Economic GrowthEntepreunershipSocial Business
Org Development
Economics
Put your knowledge into action, CV empowerment, Επαφή με επιχειρηματικό κόσμο και δίκτυο στο
εξωτερικό
Political Sciences Improve your business skills
Form the next generation of responsible leaders
What are the value propositions of explore?
Indian example!
http://www.youtube.com/watch?v=QElOwxMf43o
Putting everything into timeline
How relative you rank yourself with Marketing?
How good you think you would be in making a Marketing plan?
Let me ask you something last
HOPE I MADE YOU ALL KSEFTERIA!So, approximately 3/5
So, approximately 3.5/5
January 2014