TXP SUMMIT – BRAND PERSPECTIVE On the brand side, the summit had the goal to provide valuable inputs to AI around the initiatives to take in terms of brand evolution. As per the research and discussions happened, here are the decisions taken. Please consider that implementation timeline may vary based on organizational priorities and Quarter Review output. GLOBAL BRANDING. Given the organizational context and the current stage of development of the Team Member and Team Leader Programme, we believe there are the conditions to implement a Global Brand for TXP, starting from TMP. In order to do so, we need – in order -: - Aligned value proposition - Clear benefits - Branding and switching guidelnes - Internal Launch - External Launch Value Proposition The Summit participants developed a draft of refreshed TXP value proposition to serve as guideline and alignment for the positioning of our membership programmes in the network. We are now in the phase of testing and refining the value proposition. This testing will happen both in the network (to check the adaptability of the same in the different regions) and with external focus groups (to access the simplicity and clarity of the message). Brand Naming. The assessment of the value proposition will lead to a clearer direction for the naming of our membership programme. This process may take two different roads according to the outcome of our research: either we’ll work on consolidating an existing naming which is already coherent with the developed value proposition, or we’ll develop a new one, trying to keep the efforts needed from entiting in the shifting as low as possible. According to the research flow, the naming will be presented the latest by the first week of december, so to allow entities to introduce the full brand in their december conferences. Visual Alignment. We commit to provide Entities with all the guidelines for brand shifting and aligned promotion by the 2014 MCP Summits happening in the network, so to provide all the needed information, resources and guidelines for Entity replanning. Internal Launch. As said, the month of December 2014 will be focused on network education, starting from MCP Summits happening in late november. Market Launch. The global brand will be made public (on www.aiesec.org and on the Opportunity Portal) not earlier than IPM 2015, so that every entity has the time to align and not confuse their market on the brand change. Until that time, programmes will be globally displayed as Team Member and Team Leader Programme. ---For any questions or comments, please contact giancarloo@ai.aiesec.org.
TXP SUMMIT – CUSTOMER FLOW PERSPECTIVE Regarding the TM processes aligned to the new TMP/TLP customer, the TXP summit had the goal to provide valuable inputs and creation of strategies and guidelines for entities to implement the new global brand and recruitment processes. Main decisions taken can be seen in this summary, please consider that implementation timeline may vary based on organizational priorities and Quarter Review output. GLOBAL TXP PROCESSES. By implementing a Global Brand for TXP we will ensure that all our entities are communicating our core value proposition, aligned to the Leadership Development Program, and by having refreshed and standardised recruitment processes we guarantee quality team experiences in every entity since the beginning. In order to do so, we need: - Proper talent planning - Aligned promotion - Refreshed TM processes per tiers - Smart allocation guidelines - Internal Launch: Implementation and education plan per tiers Talent Planning. The Summit participants developed a simple and focused talent planning tool to embed in our GIS which will allow entities to have a basic but relevant backward planning and ensure all structures and JD’s support the entity’s goals. A guideline of the new process and creation of TMP/TLP opportunities will also be shared and implemented in the network. Aligned Promotion. By aligning our global brand in all entities and having promotion based on our value proposition, we will ensure to offer the same core experience and leadership development to our global youth market, creating a standardised communication that will strengthen our brand and make it globally credible and relevant. We will also offer guidelines of use of the global brand and adapting to sub programs, for the entities where this applies, but will be optional according to each reality. Refreshed TM Processes. Having a global TXP brand will not bring all the change we want if we don’t align and standardise the way we are recruiting and evaluating our profiles. If we want the best young people to develop in every entity, we need to have the best processes! That is why we have designed a new recruitment flow from APPLY to MATCH stage, with selection based on values and potential, and guidelines to implement per tiers. Smart Allocation. To continue the alignment of our processes, we will provide guidelines and education on how to match the proper profiles in the proper opportunities. Therefore, ensuring to have the right people in the right place by “matching” their skills and potential to our TMP/TLP positions, and prioritizing our front office operations. Internal Launch. We commit to provide Entities with all the guidelines for brand shifting and aligned promotion by the 2014 MCP Summits happening in the network, so to provide all the needed information, resources and guidelines for Entity replanning. As said, the month of December 2014 will be focused on network education, starting from MCP Summits happening in late november, and we expect all entities to use these processes by January 1st.
---For any questions or comments, please contact anasofiae@ai.aiesec.org.