aiesec international operations guide for brand positioning
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DESCRIPTIONAIESEC International OPERATIONS GUIDE FOR BRAND Positioning
- AIESEC INTERNATIONAL OPERATIONS GUIDE FOR BRAND positioning
- What is in here? 1. WHY: do we run communication activities for operations? 2. HOW can we do it? The simple process of GTCM 3. WHAT kind of promotion activities are there? EwA framework for operations 4. When and why to choose each channel? 5. How can I measure the efficiency of the promotion activities?Conversion rate 6. How to manage my communication strategy in 3 simple levels? 7. How to ensure brand implementation in communication acticvities? This guide aim is to: Bring clarity on what is the role of communications area Standardize the communication process Align every activity with the brand *It is reffering to MCPs/MCVPs/LCPs/LCVPs
- EwA funnel Micro XP MKT PR Do you remember AIESECs purpose as an organisation? We aim to develop change agents for society! How do we do that? Through providing the oportunitty for youth to live our ELD programmes! But, in order to achieve the ELD goals, we must develop EwA strategies and activities, so as to reach as many people as possible and let them know about the why-how-what of AIESEC! Change Agents WHY do we run communication activities for operations?
- Interaction Information Application Selection Operational process (RA, MA, RE) But how does a customer get in touch with AIESEC? We have some steps for it! Role of Branding and Communications Responsibles: The role of COMM/Marketing/PR people is to: 1. Create and facilitate touch points for people to interact with AIESEC in order to create more promoters and customers of AIESEC 2. Comms 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) Communications is contributing directly to ELD growth!!!
- oalG argetT hannelC essageM GOAL Dene the goal of the strategy (Ex: 100 RA OGX GIP). It should always be based only in ELD MoS. Target Dene to whom the product/program is going to be oered (Ex: IT student, 2nd year of university). Channel Dene with what kind of channels the audience is going to be approached (Ex: Online, classroom presentaSon). Message Dene how the communicaSon of the product is going to be done to the target audience, what is going to be said to them. ? Every time you have to define a communication strategy for supporting your operations, you must follow the SIMPLE GTCM PROCESS! It is based on defining the strategy in 4 steps: HOW can we run a simple and efficient communication strategy?
- But HOW SHOULD each one be defined? Check internal current state, internal needs, LC strenghts and weakenesses and Supply & Demand (for X); Check historical growth and data; Check external reality (trends, period, opportuniSes); Check LC resources (HR, nancial); Take into account ambiSon and desired impact. PAY ATTENTION: Before your targets deniSon, make sure you have a specic goal based on product and sub-product (Ex: oGCDP Human Rights). Goal Dene demographic characterisScs of your audience (studies, age, educaSon level, locaSon, occupaSon); Dene your customers prole (personality, social prole, nancial condiSons, atudes, values, interests/hobbies, lifestyle, behavior) To get all these info, you may do an external market research rst! Target Check previous data about how many customers from your target audience come from each channels; Channels should have direct or indirect connecSon with the customer; Follow the 80-20 pareto rule and choose the most ecient channels (best results) with the less eort; Find out the most eecSve approach: online or physical Channel It should reect: The program you are promoSng The prole of the people you are adverSsing to It should be: Catchy Short Clear It must be brand aligned! (see brand lter guide here) Message
- Once you've decided on a target market, be sure to consider these questions: Are there enough people that fit my criteria? Will my target really benefit from my product/service? Will they see a need for it? Do I understand what drives my target to make decisions? Can they afford my product/service? Can I reach them with my message? Are they easily accessible? Market Research WHY: Understanding your customers needs HOW: You need to get information from different groups of your student market. Proposed ways are through: v print or online survey, v focus groups (small teams you interview) v youth organisations similar data WHAT: You need to take the data either to validate your assumptions (the Economic students prefer enterpreneurship issues) or to understand even deeper factors that influence them (financial, personal)
- EwA framework Engagement is about providing value to an individual through an activity that enables them to experience AIESEC. The engagement activity should be so effective that the young person either: - wants to join an ELD programme - wants to promote AIESEC Through these activities we aim to create: To illustrate that, we use the engagement funnel: Promoters ELD customers WHAT kind of promotion activities can I use?
- There are 3 types of activities that can be run: MICRO EXPERIENCES Activities that create micro AIESEC experiences for young people, giving them a small taste of what is AIESEC. These activities create a separate value proposition from our core ELD programmes. For example, non-AIESECers be part of the OC of an event/conference. PUBLIC RELATIONS PR activities increase our organisational reputation. These activities manage the flow of information between AIESEC and the general public. For example, media appearances. MARKETING Marketing activities that drive sales in our core ELD programmes. These activities use the value propositions of our core programmes and promote them directly to the target audience. For example, info stand in a university. All three acSviSes are closely linked. For example, MICRO EXPERIENCES can be combined with MARKETING acSviSes to create a high conversion rate of customers to ELD programmes AcSviSes combinaSon There are some acSivSes ex Y2B that cal be both Micro XPs and PR. You need to have clear what the outcome of each one of these acSviSes should be AcSviSes overlapping
- Examples of activities you can run: Short-term volunteering[non-AIESECer as OC in a conference] (Micro XP) Press releases and media (PR) Recruitment campaigns (Marketing) Global village (Micro XP) Publications (PR) Advertising of programs (Marketing) Youth to Business (Micro XP) External reports on projects/initiatives (PR) Email marketing to databases(Marketing) Youth forums (Micro XP) University presence & promotion[info stand, classroom presentation] (Marketing) Developing leaders days (Micro XP) Flash mobs (Marketing) ELD Programme info session (Marketing) Needs-based volunteering (Micro XP)
- Make sure you have the needed balance between PR, MarkeSng acSviSes and Micro XPs Balance You should choose the channels that bring you more ELD results on a short-term level Short-term results According to your resources (nancial, HR) you can decide the range of channels (e.g. if you have 4 people in a team then PR might not be the rst opSon) Resources Concerning online channels, check the outputs for Online Branding Concerning physical channels, one of the most common activities is the events building. Below you will find some guidelines IMPORTANT: You should always try to align your online and offline image in terms of message, feeling, information. WHEN & WHY should I choose each channel?
- Here is a direction map on how to manage your external participation events:
- Here is a direction map on how to manage the events you create:
- Conversion rate is when people from the interaction phase with AIESEC, go to the information phase, where they learn more things about AIESEC and its opportunities and they finally become ELD customers. InteracSon Physical or online AcSviSes informaSon stage Data ELD program parScipaSon ELD MoS How can I measure the efficiency of my promotion activities?
- Tips on stages for converting your customers v Always provide information how someone should follow up from the interaction phase (after a classroom presentation you diverge them into coming to the AIESEC office or visit the website), so as to get all needed information for AIESEC and ELD programs v Accessibility is everything! Make sure you have all needed information for a customer,
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Chapter 8: Brand positioning. Contents Concept of brand positioning Brand values Brand positioning statement Crafting the positioning strategy Guiding