INCREASING OUR REACH AIESEC India | 2013
Siddhant ChoudharyMC VP Marketing AIESEC India
In this Video
•Why to engage
•How to engage
•What activities
In this Video
•Why to engage
•How to engage
•What activities
Brand Evolution
Engagement
Org reputation building
3
1
2
3
Focus
Brand Evolution
Engagement
Org reputation building
3
1
2
3
FocusBrand Re-design
Brand toolkitEducation, coaching & consultancyMessaging creation and development (brand & sub-brands)Implementation on different mediums/channels (ex.aiesec.org)
Brand Audit SurveyTailored Marketing Campaign
Brand KPIs• No. of respondents to brand audit survey• % of respondents that have the correct brand association• No. of Leads generated through market positioning strategy on ORS
Brand Control KPIsNo. of respondents to brand audit survey% of respondents that have the correct brand associationNo. of Leads generated through market positioning strategy on ORS
Expected Outcome7,000+ youthspeak respondents% correct brand associationIncreased % of ORS registrants converted to customers
Brand Evolution
Engagement
Org reputation building
3
1
2
3
Focus
Online Engagement:
Key Online Projectso CultureShock, o AIESEC India Blogo Social Media Campaigns
Drive: Daily Content Evolutiono Showcasing
Move: Traffic Optimisationo Unique Visitors, Visiting/Month
Convert: Online registration systemo ORS
Massive Online Engagement KPI’s• Reach on Main Social Media Channels:
• No of followers on twitter• No of Likes on facebook• No of members in Linked in Group
• No of promoters (people talking about AIESEC)• No. of Conversions from social media channels to website (inbound
links)• No. of leads on ORS that are generated from Online Channels (CTA on
Website)
Expected Outcome% growth on all Facebook, Twitter, Linked InGrowth in % of active usersIncrease in number of leads generated from Social Media on ORS
Marketing
Engagement
Org reputation building
3
1
2
3
Focus
Offline Engagement:
On Campus Activity/PromotionCollege FestsEventsYouth Empowerment Database Collection Direct to www.aiesec.in
Massive Offline Engagement KPI’s• No. of Associate Members• No. of Database Registration from Offline Activities• No. of leads on ORS that are generated from Database
Expected Outcome% growth on all Facebook, Twitter, Linked InGrowth in % of active usersIncrease in number of leads generated from database on ORS
Marketing
Online Engagement
Org reputation building
3
1
2
3
Focus
Partnerships and AlliancesEvents and AwardsShowcasingMedia Coverage [Print, Radio, TV]
Organizational Reputation Building KPI’s• Recognition received (in the form of awards, status or certification)• Reach of our Publications and Media Exposure• Respondents of ORS/ Brand Audit that were "recommended" to join
AIESEC• Answers of respondents of ORS/ Brand Audit on the question "Where did
you hear about AIESEC?"Expected Outcome% correct brand association Reputable status maintained/ achieved (ex. UN)Awards Received (ex. World Blu)Increase in media Exposure around National lead initiatives (Y2B, External Events and Alliances) ORS results
Increase in Leads and contacts generated by events and public relations activitiesIncrease in Promoters
FAQs