AIESEC in Bangalore Application for Most Progressive Marketing AIESEC India
Outreach Criteria
2012
2013
Relative Growth
Absolute Growth
TMP/TLP Applicants
3000
6938 (Online+ Offline)
3938
131.266%
OGX Applicants
1399
4541
3142
224.588%
No of YE/IS delivered
3
20
17
566%
No of students engaged through YE/IS + Events
Not tracked
2230 + (4500+) = 6730+
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-
Corporate Leads
Not tracked
Online: 75 Offline: 16
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-
Media
Criteria
2012
2013
Relative Growth
Absolute Growth
Print Articles
0
7
7
700%
TV Appearances
1
2 (Coverage CD yet to be received)
1
100%
Online Appearances and Articles
7
28
21
300%
Outdoor Appearances
2
6
4
200%
External Activities
Criteria
2012
2013
Relative Growth
Absolute Growth
Events
2
10
8
400%
External Forums Attended
1
4
3
300%
Social Media Criteria
2012
2013
Relative Growth
Absolute Growth
6024
7688
1664
27.622%
2187
2785
598
27.34%
Online Campaigns
0
3
3
300%
Marketing : ELD Contribution 1. TMP/TLP – There was very good relative growth in the number of online and offline applicants for the programme through: - On-ground Recruitment - Youth Empowerment Sessions and Information Sessions in colleges/universities - Very good Social Media and Online Outreach led to good number of Online 2. OGCDP – Massive growth in the number of OGCDP applicants as: - Successful on-ground Marketing Campaign in 13+ colleges in Bangalore. - Effective Guerrilla Marketing techniques being implemented. Ex: Tissue Paper campaign during go global. - 116 raises coming in through Marketing – OGCDP campaigns 3. OGIP – Again a good number of applicants for the program as AIESEC this year has evolved as brand in the city due to a lot of local and national activities such as: - AIESEC.IN Website Ads - Colleges Promotions
- Youth Empowerment/ Information Sessions - Very good number of online applicants - 13 applicants raised from the ORS registrations 4. GCDPI – Through successful delivery of events like Earth Day, Roshni AIESEC in Bangalore has got a recognition for the conduction of community development projects. Which grabbed the attention of lot of NGOs across the city. 5. GIPI – Initiated the promotion of this programme this year by Marketing department. It had seen a massive growth in the network as: - No of ORS registrations have gone up massively ( 75) - No of contacts passed on to GIPI – 16 - Successful conduction of externally relevant events and regular promotions through Newsletters to all the Stakeholders resulted in a lot of referrals.
Contribution to the Functions:
1. BD – Successful delivery of events has not only built a brand in the student sector but also in the corporate sector and all the stakeholders. - No of events held – 10 - Number of people engaged – 4500+
- BD overall showing a very good absolute growth as 9+ lakh ruppees were raised this year through events, Campus Ambassador Programmes, etc, 2. TM – Good TMP/ TLP Outreach led to the good HR Capacity in the LC which led to the growth of the TM as a department. 3. Expansions – All the expansion Marketing co-ordinators have been trained and provided with all the resources which led to: - Massive increase in the number of students applying for Kochi and Hubli and also new market penetration through YE in NIE(Mysore).[YE data included in audit] - AIESEC in Kochi’s participation in events like Indian Cricket Matches, flash mobs in malls etc. 4. Finance – ELD Contribution to programmes like TMP/TLP, OGCDP , OGIP, IGIP has got in good amount of money into the LC. 5. Brand in the city – By successful conduction of events, delivery to the customers, feedback from the clients and stakeholders and delivering to them has increased the relevance of AIESEC in the city. 6. Marketing as a department – Marketing department from contributing to all the ELD programmes to delivering 10 successful events to good media coverage to contribution to the functions has shown an average relative growth of 430%
BCPs:
-Go Global Days at various colleges in Bangalore,which include a day full of
promotions which involve making the students go through the experience of interning abroad. -
Guerrilla Marketing 窶気ampaigns such as the Tissue Paper Campaign, introducing Boarding Passes,etc.
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Mera Events partnership through which ticket sales for Y2B happened through an external event website for the first time.
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Youth to Business 2.0 was an event which was conceptualized on the Business Plan Competition which not only connected the youth to the business/entrepreneurial world but also gave them a platform to showcase their own ideas. Out of the 62 business plans that we have had, there were investments from the entrepreneurs into 8 different businesses.
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Email Marketing: Student Newsletters promoting GCDPo Summer Internships were sent to the student databases collected at various colleges.[Attached with Audits]
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Partnership with Twenty19.com created a scope to promote AIESEC International Internships through an external internship Portal.