Communication Plan

Goals Target Channels Message

• Increase AIESEC relevance to Portugal Youth

• Attract young people to join AIESEC Experience (oGCDP as first program)

• Position AIESEC in mass channels

In numbers:

• 75 RE in oGCDP

• 80 RA (until March)

• 833 Subscriptions

Research

Goals:

- Define our targets profile for a better segmentation

- Understand the needs of our potential customers

Target:

- Students of management, economy, communications, arts, education and health.

Qualitative research:

Personal interview; students with international experience from inside and outside AIESEC.

67 interviews

Quantitative research:

Online form shared on facebook

421 answers – 4 days of “field”

• What still missing in Academic curriculum?

- Practical Experiences: 78%

- Interaction with market and society: 63%

- Innovation; entrepreunership and creativity: 50%

• What they think market values in a professional:

- Adaptation to new realities: 60%

- Innovation; entrepreunership and creativity: 55%

- Projects and resources management: 46%

79% believe in the benefits of an international volunteering experience

• 1 - Ngo Management (Management)

• 2 –Educational (general)

• 3 - Health & HIV (Health)

• 4 – Sustainability (engeneering)

• 1- Brazil

• 2- India

• 3 - China, Indonesia, Egypt and Kenya

** Mozambique

1 – Costs

2 – Project

3 - Countries

1 – Friends and family

2 – Media

3 - Teachers

Students from Graduation

- Care more about cultural experience

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- More interested in summer/vacations experiences

Students from Masters and already concluded

- Care more about professional experiences

- Have more flexibility about seasons

- Want to be involved in direct social impact

1-Educational

2- NGO Management

3- HIV and Health

• Connection Education

- Graduated, masters, people in thesis phase

- Psychology, Education, Law, Management, Economy, Arts, Communication.

• Connection NGO Management

- Graduated, masters, people in thesis phase

- Management, Economy, Law, International Relations, Communication

• Health and HIV -1º ao 4° ano

- Medicine, Nursing, Farmacy, (Heatlh in general)

• 22 years old

• More relevance to the professional life

• Cares a lot about:

- Country

- Ptov�~�’��scope

- Costs

- Friends approval

• Web

• Social Media

• Universities

• Media

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• Connection brochure

Tracking: number of website accesses from Feb 1st until March 2nd

Week 1: Projects (jobs, impact, and professional benefits)

Week 2: Countries (cultural aspects, demographic data, social issues)

Week 3 e 4: People (videos, photos, testemonials) Tracking: Number of facebook interactions Number of youtube interactions

• Promo agents: OGX summit; webnars/tutorials about (projects, countries and costs)

• Local channels: events, youth alliances, alternative media

• Posters and folders Tracking: Number of subscriptions after communication action

• Premium cases;

• Partners engagement;

• PR online

- PR Manager

Tracking: Number of subscriptions after media publication

Be ready to have the experience of your life

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- Prove the potential of an international volunteering experience to change lives

- Value our projects, countries and impact (differential)

Benefits:

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• Cross-generational learning through interaction with children and teenagers

• Develop yourself through others development

Projects: 6 weeks: Teach english in public schools; Cross-cultural education; Youth empowerment

Countries: Brazil: diversity, happiness, nature, economic growth, broken education system, unequal society, big AIESEC projects with many trainees

India: Totally different culture, traditions, nature, food, castas system, broken education system, unequal society, big AIESEC projects with many trainees

Costs: AIESEC fee, tickets (800euros to Brazil/650euros to India)

Cost of life in Lisbon x Cost of life in other country

Cost of life in brazilian cities: http://www.custodevida.com.br/

India: 50 rupias-1 dolar; 20 rupias a bottle of water

Benefits:

• Apply your academic knowledge in a pratical way within social organizations

• Learn about social entrepreneurship and new methods to solve glocal issues

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Projects: 6 to 12 weeks: Managing projects; fund-rasing; marketing and finances consulting; community interaction

Countries: Brazil: diversity, happiness, nature, economic growth, broken education system, unequal society, big AIESEC projects with many trainees

India: Totally different culture, traditions, nature, food, castas system, broken education system, unequal society, big AIESEC projects with many trainees

Costs: AIESEC fee, tickets (800euros to Brazil/650euros to India)

Cost of life in Lisbon x Cost of life in other country

Cost of life in brazilian cities: http://www.custodevida.com.br/

India: 50 rupias-1 dolar; 20 rupias a bottle of water

Benefits:

• Know more about community health

• Develop sensibility and social skills through humanitarian work

• Know more about projects in extreme realities

Projects: Community health education, join social projects based on HIV care, support about medical processes and health care.

Countries: Kenya; Ghana; Mozambique; India

Simplicity, warm people, nature, extreme life conditions, people that really need help.

Costs: Life-cost in these countries in general is very low. Tickets: 650 euros

Timeline