1. Internal
Recruitment

2. Up-selling &
Cross-selling
What are they?

3. Up-selling = a sales technique whereby a seller induces
the customer to purchase more expensive items, upgrades, or
other add-ons in an attempt to make a more profitable sale.
Cross-selling = the action or practice of selling an
additional product or service to an existing customer
Example:
You go to McDonald’s and you order a menu. The cashier usually asks you:
• do you want a large menu? (that’s up-selling)
• do you to add bacon on your burger for an extra 30 CZK? (that’s up-selling)
• do you want ketchup or mayonnaise? (that’s up-selling)
• can I offer you a desert to go with your meal? (that’s cross-selling)

4. Up-selling & Cross-selling
in AIESEC
Up-selling:
 Double the fun
 Members go on X (TMP/TLP to GIP/GCDP) or Internal
Recruitment
Cross-selling:
 Speak! + GCDPo
Well be focusing on internal recruitment for the rest of ppt

5. Why should we do it?
Because it is the easiest way to raise EPs
Because it is easy to deal with them as EPs
but most importantly
BECAUSE it’s with a higher purpose!
In a healthy and strong organization, the employees are real brand promoters of
the products because they believe in them. And it is hard to believe in something
without trying it.
We believe exchange is an amazing opportunity but if our members don’t go on
exchange, we won’t be credible or trustworthy. Our members should be the first
people that go on exchange and be promoters of it.

6. How is it different
from ordinary
promotion?

7. Two main things:
 It is an internal campaign, where our target groups
understand our language so it is easier to explain
and relate
 We are final responsible for it from A to Z
(including promotion)

8. So how can we plan such a
promotion?
People
Price
Product
Place
Promotion
By a classic marketing mix approach: the 4P (product,
price, promotion, place) but taking into consideration a 5th
P as well (people)

9. People
Our Target group;
• Current members
• Alumni
• New members
• Followers
• Ex-AIESEC members
Define their needs!
1 st wave (Raise first)
2nd wave (Raise after)

10. Product
According to their needs define which program is
relevant for them
• GIP (which sub-product)
• GCDP (which issues)
Make sure to point out the clear added value of an X,
especially in relation with his AIESEC experience
(how it completes his current or future roles)

11. Promot
ion
online
channel
personal
traditional
• videos – National campaign
• articles – blog, newsletter
• FB posts – sharing your experience
• concrete offers
• LC mails or in LC FB group
It is done by showcasing & story-telling

12. Promot
ion
online
channel
personal
traditional
• individual talks – office hours
• as part of members Goal Setting (for
current members)
• as part of Career Planning (with
members that are exiting, or with
Alumnis)

13. Promot
ion
online
channel
personal
traditional
posters
notice boards
moments at LC meeting
events – International fair,
GV, X stories, panel discussion
Returnees events

14. Place
•
•
•
•
•
•
Plenaries
Office
Web sites
Internal FB groups
Team Meetings
Pubs…

15. Price
Discounts for members and different types of roles (X%
discount for Newies, Y% discount for XPs, Z% discount for
TLs and so on for ex-EBs and Alumnis)
Connect it with:
• Reward and recognition system
• Benefit system

16. General Tips and tricks
•
•
•
•
•
•
•
•
•
Have one specific person assign to this!
Have goals!
Individual Plans (synergy between TM and OGX)
Working with pricing
Customer approach
Story telling
Approach yellow people, opinion leaders
Use trainees and EPs
Word of mouth

17. New National Campaign

18. Name, Tagline & Message
Name will be “Going global” (or something
similar :D)
There will be different taglines for the 3 target
groups: members for GCDP, members for GIP
& alumni for GIP
Soon you’ll get more details about this 

19. Target Group
1. Members (current and finishing) for GCDP
2. Members (finishing and formers) for GIP
3. Alumni for GIP
Goal
Members: 100 Ra
Alumni: 30 Ra

20. What we’ll do
 promo videos for the campaign
 video testimonials
 photo testimonials to share
 involve people that went on X, are on X now,
people that Ra themselves
 competition for LCs, awarded at SprinCo

21. Timeline
Period: 12th February – 19th of March (5 weeks)
Timeline:
• 1st week: announce start of campaign and
competition, show why to go on exchange
• 2nd week: promote people that were on X
• 3rd week: promote people that are now on X
• 4th week: promote people that already are Ra +
show intermediary results
• 5th week: final push with testimonials + closing

22. National channels to support
Weekly Now or Never newsletter
MC newsletter (once a month)
Emails to all AIESEC CR
FB Groups (AIESEC CR, LCs)
LinkedIn groups for Alumni
Newsletter/Booklets for Alumni with
special offers

23. Competition
Awarded on SprinCo
LCs will be clustered in two groups to be fair
(so two LCs will be awarded)
Criteria include:
 % of members Ra on GCDP
 % of members Ra on GIP
 No. of alumni Ra on GIP

24. HOW YOU CAN

25. Now it’s the perfect time for you to also run
your internal campaign to take full advantage
of the hype and buzz generated with the
national campaign.
Use the national campaign to boost your
results.

26. What you can do
 Share with your LCs the materials from the
national campaign (videos, photos)
 Use them in LC meetings, Returnee events
 Engage ex-members/alumni through
personal interaction (phone calls,
meetings not emails!)

27. What you can help us with
 Contribute to the national materials
In the national materials we want to use, we want to highlight also
members or Alumni from your LC:
1. Approach the people that went on exchange and ask them for
testimonials (either video or written) and photos.
2. Approach people that are currently on exchange and do that
3. When someone is raised, ask why does he want to go for X and
what message does he has for other AIESECers.
4. Send us the testimonials/photos you get from your
members/Alumni to showcase them