Session Delivered to members of AIESEC in Nigeria Marketing and Communications Functional Track on how to better understand their roles and synergize to drive the organisations focus programmes operations and achieve better results.

2.  WHY are we here (G2K)
 WHAT is Marketing and Communications
 WHAT is your Place in AIESEC (JD and MC Directions)
 WHO are we Marketing to? {Customer Insights and Journey}
 HOW do I work with other functional areas (SYNERGY)
 WRAP-UP [Questions and Call-to-Actions]

3. HOW TO MAKE THIS GATHERING
AWESOME!
ASK COLLABORATE SHARE

4. GETTING TO KNOW YOU!

5. Getting to know you!
• Name
• Your AIESEC Experience
• Why did you join or work on MaC Team?
• What do you hope to gain from this experience?
• Fun fact!

6. WHAT IS
MARKETING?

8. Influence:
Promoters
+ Customers:
IMPACT

9. WHAT IS MARKETING?
goods
services
ideas
needs
wants
demands

10. WHAT IS MARKETING
Management?
CREATE, COMMUNICATE, DELIVER
VALUE

11. TRUST
love
interest
product
events
quality
passion
price
social responsibility
customer service
varanty
crew
crew

12. WHAT IS MARKETING
Management?
1. Create = Product Management
2. Comm = Brand Management
3. Deliver = Customer Management

13. Corporate
Communications
vs
Marketing
Communications
(side note)

14. WHAT IS MARKETING
Management?
1. Create = Product Management
2. Comm = Brand Management
3. Deliver = Customer Management

15. Create Communicate Deliver
Product Management Brand Management Customer Management
Exchange? Marketing? Exchange?

16. What is your role as VP/TMP Marketing and
Communications?
Marketing team on an LC level. What should you be
doing?
WHAT is your current team Structure?
What are the challenges you’ve faced so far?
Sharing time. 20mins

18. WHY?
LC VP Marketing
• Product Based Teams.

19. WHAT?
LC VP Marketing
• Product Based Teams.
• Plan : Strategic – Tactical - Operational Goals –
Deadlines, Ownership.

20. ROLES?
LC VP Marketing
• Product Based Teams.
• Plan : Strategic – Tactical - Operational Goals –
Deadlines, Ownership.
• Clear Roles and Responsibilities, MoS,
Duration.

21. KNOWLEDGE
LC VP Marketing
• Product Based Teams.
• Plan : Strategic – Tactical - Operational Goals –
Deadlines, Ownership.
• Clear Roles and Responsibilities, MoS,
Duration.
• Education Cycle based on JD.

22. PERFORMANCE
LC VP Marketing
• Product Based Teams.
• Plan : Strategic – Tactical - Operational Goals –
Deadlines, Ownership.
• Clear Roles and Responsibilities, MoS,
Duration.
• Education Cycle based on JD.
• Implement Analytics into every single process.

23. DEVELOPMENT
LC VP Marketing
• Product Based Teams.
• Plan : Strategic – Tactical - Operational Goals –
Deadlines, Ownership.
• Clear Roles and Responsibilities, MoS,
Duration.
• Education Cycle based on JD.
• Implement Analytics into every single process.
• Constant checkmating.

25. oGCDP iGCDP
DRIVER PROGRAMS
Do we have any plans for marketing?

27. outgoing
Gcdp
• STRANGER: Market Analysis, Brand Positioning, Sub-brands definition
according to your entity partnerships and market focus
• VISITOR: Optimize website, clear conversion flow, attract everyone to
sign-up.
• LEAD: Promote the specific opportunities, as anyone can see them!
Strong synergy with oGCDP Operations to understand TN’s value
proposition.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on
communications framework and reporting milestones
• REALIZED: Showcase Interns’ story in your Global Citizen materials. Focus
on the Leadership Development Model elements and inbound content
(culture, learnings – easy-to-share content)
• COMPLETED: Use NPS to adjust your product packaging, start marketing
new opportunities!
• PROMOTER: Engage the EP in events and with media, upsell (TLP? GIP?),
capitalize on re-integrated EP for leads generation through referrals.
#website visitors
time spent on website
# sign-ups
# applications
NPS Score
# stories collected from EP
Sign-ups / Visits
Applications / Sign-ups
Time to first application
Sign-ups through referral

28. incoming
GCDP
• STRANGER: Market Analysis, Brand Positioning, Global Citizen Sub-brands
definition according to your entity partnerships and market focus. B2B PR.
• VISITOR: Optimize website with NGO-friendly information, have ORS in place,
provide clear sales material to your entity.
• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can
see it!) and Organization / Project Page is attractive enough.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on
communications framework and reporting milestones for impact measurement
• REALIZED: Showcase Organization’s / Project’s story in your Global Citizen
materials. Collect quality content through the whole realization period, focusing
on Leadership Development Model and user-friendly inbound content.
• COMPLETED: Use NPS to adjust your product packaging, work on impact
measurement reporting.
• PROMOTER: Showcase impact reporting, generate related content as thought
leadership piece, open new opportunities and leads.
#website visits
#ORS leads
# opportunities on GIS
# applications
# endorsements collected
# inbound content
generated
Opportunities Posted /
Leads
Applications / Opportunity
Time to first EP application

29. WHAT OTHER PRODUCTS DO WE HAVE:

30. LETS TAKE 4 Minutes
Selfie Break !

32. 3 most frequently-
made mistakes about
our target audience…

33. Thinking that the
customer
is the same for all
Products (opportunities)
that we offer.

34. We have a very general insight on our
specific customers.

35. We don’t put
ourselves in
the shoes of our
customers

36. Know who you are selling
to
&
How they think

38. What Are Buyer
Personas?
Buyer personas are fictional representations of your
ideal customers. They are based on real data about
customer demographics and online behavior, along with
educated speculation about their personal histories,
motivations, and concerns.
?

39. HOW ARE BUYER
PERSONAS CREATED?
Buyer personas are created through research, surveys, and
interviews of your target audience. That includes a mix of
customers – both “good” and “bad” -- prospects, and those
outside of your contact database who might align with your
target audience. You’ll collect data that is both qualitative and
quantitative to paint a picture of who your ideal customer is, what
they value, and how your solution fits into their daily lives.
?

40. 30 Minutes

41. SHARING TIME!
15mins

42. UNDERSTAND
FOCUS
CUSTOMIZE
ATTRACT
CONVERT
CLOSE
DELIGHT
SHOWCASE
PRODUCT EVOLUTION CUSTOMER FLOW
1 2 3 4
Product-Customer Flow

43. UNDERSTAND
FOCUS
CUSTOMIZE
ATTRACT
CONVERT
CLOSE
DELIGHT
SHOWCASE
PRODUCT EVOLUTION CUSTOMER FLOW
CREATE COMMUNICATE DELIVER
Product
Management
Brand
Management
Customer
Management
✓Product Development
✓Market Intelligence
✓Business Intelligence
✓Choose EP / TN Profile
from Buyer persona.
✓Goal / Objectives Setting
✓Market Research
✓Brand positioning
✓Creative & Message strategy
✓Channel management
✓Campaign implementation
✓Conversion management
✓Documentation
✓Crisis Comm.
✓Service Recovery
✓Storytelling

44. COMMUNICATE
Brand
Management
✓Market Research
✓Brand positioning
✓Creative & Message strategy
✓Channel management
✓Campaign implementation
✓Conversion management
WINTER PEAK 2014
RAISING Challenges
1. Attracting the right amount of right
EPs based on EP profile and
backward planning goals
1. Visitors → Sign ups → Information
session
1. Information Session → Selection
Process → Raising
OCTOBER = RAISING
DEADLINE!

45. • Group with people who share the same biggest challenge as you
do (attract, convert, close)
• What are the top problems that contribute to your challenge?
• What are the root causes of these problems?
• What are the direct negative effects if you don’t solve your
problem?
• What problems do you need to solve first?
• What solutions can you provide immediately for each problem?

46. Main Problems Root Causes (-) Effects Priority Solution

47. SELLVALUE
Not Products
REMEMBER

48. 30minutes

49. Marketing is too
important for the
marketing
department to do.

50. We found love in an
OPEN SPACE