brand development (dmcc, organizaitonal climate management, brand effectiveness)

8/3/2019 Brand Development (DMCC, Organizaitonal Climate Management, Brand Effectiveness)

1/22

Design and Management of

Communication ChannelsProcess and procedures


2/22

Information

Reception

According to the LC facts you

should define the main

messages to your

membership.

Example: TM wants to

engage trainees within LC

and guarantee inter cultural

experiences.


3/22

Planning

Analyze the best Media to

diffusion and publications

validity.

Example: We are going to

use LC meetings by 3 weeks.


4/22

Design

Design the best way to

deliver the messages trough

the media channels elected.

Example: Every LC meeting

we are going to make a

cookout, dance contest,

cultural contest, clue races,

etc.


5/22

Verify

You as Leader of this process

should verify messages

clarity and time execution as

well.

Example: We are not going

to use dance or clue races.

They message should be one

week more.


6/22

Budget

Put clearly your cash flow!

Without this theres no

money, theres no Campaign.

Example: You need 450.000

for whole message difusion


7/22

Diffusion

Put LIVE your messages!


8/22

Brand Effectiveness

Process and procedures


9/22

Define Targets

According to LCs needs

define main stakeholders to

performance follow up.

Example: Main TN Takers,

Alumni top suppliers,

Membership, University,

Potential members.


10/22

Define key

Measurements

According to Brand

Experience and product

leadership strategy we have

to measure brand features

per each stakeholder.

Example:

International Experiences to

TN Takers


11/22

Establish way to

measure

Then, you have to define

ways to assess key

measurements.

Example:

Focus groups

Polls

Q&A Panels

Etc.


12/22

Budget




Example:

30.000 polls

100.000 focus group


13/22

Execute! and

Evaluate

After, execute your ideas and

evaluate how effective could

be, at the end the

information must be very

useful.


14/22

Feedback and

planning

Define new goals of brand

effectiveness in order toimprove your performance and

deliver more REAL AIESEC

Experiences.Example:

AIESEC perception at University

Host should be 60% clearaccording to the way we do it.


15/22

Organizational Climate

ManagementProcess and procedures


16/22

Set Objectives

LCVP M&C(leading) and EB

team have to set what kind

of climate is desired within

the LC.

Example: Hard work? Focuson results? Membership

motivations? Growth and

Development?


17/22

Evaluate current

situation

Evaluate what is the current

state within the LC, what is

the perception? There are

many variables you should

define the most important aswell.


18/22

Define change

agenda

You will have current

situation and desiredsituation, then you have todefine steps and actions toachieve the desired one.

Example:

Focus on result

Growth and development


19/22

Budget




Example:

30.000 polls

100.000 focus group


20/22

Execute and

Monitor

The steps and Actions shouldbe executed, however we are

persuading the climate we

have to monitor each activitydelivered.


21/22

Re-plan

ongoing

According to membershipbehaviors and changes theteam must guarantee clearunderstanding looking fornew steps if is necessaryexpecting to achieve desiredclimate.


22/22

HAPPY BRAND DEVELOPINGBEST WISHES GATO

brand development (dmcc, organizaitonal climate management, brand effectiveness)

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