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