Our brands output

Our Brands

Rex, MC VP Digital Marketing 1415

WHAT ARE WE SELLING?

HOW MUCH DO WE KNOW

Our programs?

How much Do We Know About Our Product?

An Exercise

Group Up By 3 to define GCDP/GIP/TMP & TLP

Found out the answers Goals of our products, and how we going to achieve them should be included in the definition.

GLOBAL DEFINITION From AIESEC International

Global Internship Program

An opportunity for a young person to develop entrepreneurial and responsible leadership

by living a cross-cultural and professional development experience.

Global Community Development Program

An opportunity for a young person to develop entrepreneurial and responsible leadership

by creating direct positive impact through an international volunteer experience.

Team Member Program

An opportunity for a young person to develop entrepreneurial and responsible leadership

By living a practical team experience at a local, national, regional or global level.

Team Leader Program

An opportunity for a young person to develop entrepreneurial and responsible leadership

By living a leading and guiding others in their work and experience at a local, national, regional or global level.

The ESSENCE of our brands is closely CONNECTED with the “why” of the our products.

Our products are the packages of our programs, whose BRANDs help to explain to our customers “WHY US”.

“ Even we have packaged the brand into three different brands: Global Citizen, Global Talents, and Future Leader, how we run GCDP/GIP/TMP&TLP have never changed. The core of promotion is the same.“ Goal of our products

ENTREPREURIAL & RESPONSIBLE LEADERSHIP

“How to achieve it” in each product

Our Brands

GIP: by living a cross-cultural professional development experience.

GLOBAL TALENTS

GCDP: by creating direct positive impact through an international volunteer experience.

GLOBAL CITIZEN

TMP: by living a practical team experience at a local, national, regional or global level.

FUTURE LEADERS

TLP: by living a leading and guiding others in their work and experience at a local, national, regional or global level.

“ We have already known more about our brands: what is the core of our products, and , IT’S TIME TO KNOW MORE ABOUT PROSPECTS.“

Exercise NO.2 Think like OGX/TM

AIESEC CUSTOMER CANVAS

www.aiesec.org

Customer Profile: Know who your customer is!

Constumer Insights: Understand their perspective to develop even more powerful marketing tactics!

Sub-Product/ Issue(s)

S K I L LL SA &N G U A G E S

TIME What time of year/day is it?

Academic:

CONTEXT

Work Experience:

Language/s and Proficiency:

Soft/Hard Skills:

T I M E L I N E

When should they be free to go on exchange? (ideal start date and duration)

I N T E R E S T S

What are my interests? What motivates me?

What allows them to be available at this time?

What circumstance/state is s/he in?

CUSTOMER INSIGHTS

B A C K G R O U N D

e/ General D esc Nam rip t

ion

OMER PRO ST F U C

E IL

EMOTIONAL STATUS What is s/he feeling at this time?

?

NEEDS What problems does s/he need to solve?

TOUCHPOINTS Where can I find him/her at this time?

“ Finish the customer canvas , FOR OUR PRODUCTS: GC/ GT/FT.”

AIESEC CUSTOMER JOURNEY MAP

www.aiesec.org

Brand Positioning: Build the aspects of a brand in a way that connects with the target audience Customer Journey: Through out the customer’s experience, understand how they think, and create smarter tactics based on this!

Sub-Product/ Issue(s) BRAND POSITIONING

Activity What would s/he need to do at this touchpoint?

Value Proposition

Brand Attributes

THE CUSTOMER

Motivations

Reasons to Believe

What would motivate him/her to move to the next Touchpoint?

Questions What questions does the s/he have at this touchpoint?

Mental Barrier What mentality would keep him/her from connecting with our message?

Touchpoint Space of interaction with AIESEC

CUSTOMER PHASES Message/ Expectations to be set

Key Benefits

What key message needs to be passed?

And, what information do we need to provide?

Consumer Insight

AIESEC

Reasons to Believe How do we add credibility to the value we hope to deliver?

Actions/ Tactics What will we do to engage the customer and move him/her to the next touchpoint?

Customer Profile

KPI’s How will we track progress?

“ Finish the chart: ‘Brand Positioning’ , FOR OUR PRODUCTS: GC/ GT/FT.”

AIESEC CUSTOMER JOURNEY MAP

www.aiesec.org

Brand Positioning: Build the aspects of a brand in a way that connects with the target audience Customer Journey: Through out the customer’s experience, understand how they think, and create smarter tactics based on this!

Sub-Product/ Issue(s) BRAND POSITIONING

Activity What would s/he need to do at this touchpoint?

Value Proposition

THE CUSTOMER

Brand Attributes

a promise of value to be delivered and acknowledged and a belief from Motivations the customer that value will be appealed and experienced.

Reasons to Believe

What would motivate him/her to move to the next Touchpoint?

Brand Questions attributes are a bundle of features that highlight the physical and personality aspects of the brand.

What questions does the s/he have at this touchpoint?

Mental Barrier What mentality would keep him/her from connecting with our message?

Why should the prospects believe in us? How are we going to keep our Touchpoint promise of the experience?

Space of interaction with AIESEC

CUSTOMER PHASES Message/ Expectations to be set

Key Benefits

What key message needs to be passed?

And, what information do we need to provide?

Consumer Insight

AIESEC

Reasons are the learning points, improvements, possibilities.

What to Believe How do we add credibility to the value we hope to deliver?

Actions/

Tactics to find the customer/when at the touch point/what is the mindset, Where emotions/what needs.

What will we do to engage the customer and move him/her to the next touchpoint?

Customer Profile

Academic & Work experience/ Skills and Languages/Availability/Interests & KPI’s Motivations/

How will we track progress?

AIESEC CUSTOMER JOURNEY MAP

www.aiesec.org

Brand Positioning: Build the aspects of a brand in a way that connects with the target audience Customer Journey: Through out the customer’s experience, understand how they think, and create smarter tactics based on this!

Sub-Product/ Issue(s) BRAND POSITIONING

Activity What would s/he need to do at this touchpoint?

Brand Attributes

THE CUSTOMER

Value Proposition

Reasons to Believe

Young people develop their entrepreneurial approach and attitude through team work. We shape future leaders who have positive impact on their Motivations environment.

What would motivate him/her to move to the next Touchpoint?

Vibrant, Young, Voluntary, Fun, Humorous, Free, Questions What questions does the s/he have at this touchpoint?

• Conferences-local and national ones, Mental with young people from all over the world, •Contact Barrier •Different background of projects, What mentality would keep him/her from connecting with our by doing, •Learning message?

•Posibility to engage in more activities (many projects, trainings etc.)

Touchpoint Space of interaction •Participation in trainings and education cycle, with AIESEC •Possibility to work in global organization based on volunteering

CUSTOMER PHASES

Consumer Insight

AIESEC

Key Benefits

Soft skills development, New friends, Message/ Expectations Adaptability and flexibility, to be set What key message needs Time management, to be passed?

And, what information do we need to provide?

Awareness of other cultures and global issues Cooperation with different stakeholders (presentation Reasons skills, networking), to Believe Basics skills of project management How do we add credibility to the value we hope to Language skills improvements (specially English) deliver?

Actions/

Tactics Love making friends, would love to experience, Enhance Resume, self-development What will we do to engage the customer and move him/her to the next touchpoint?

Customer Profile

“ Take an example as FUTURE LEADERS.”

Freshman, sophomore, and Junior Age from 19-21 KPI’s Basic English How will we track progress?

Interested in extra curriculum activities, teamwork, self-development

The essence of our brands BRIDGE the GAPs between customers & our brands.

“ This is the CORE of EACH PRODUCT, originates from the AI’s definition: ‘what a young person could gain from the projects’ ” GGCP/GC 1. A CROSS CULTRAL living and working experience 2. The opportunity to CREATE POSITIVE SOCIETAL IMPACT Personal development

GIP/GT 1. A PROFESSIONAL DEVELOPMENT experience 2. A CROSS CULTRAL living and working experience

TLP: 1. A practical TEAM LEADER or executive leadership body experience 2. Practical HARD and SOFT SKILLS DEVELOPMENT 3. Activities which develop AN ENTREPREUNERIAL and responsible attitude towards being a better leader

TMP/FT 1. A practical team experience 2.Practical HARD and SOFT SKILLS DEVELOPMENT 3.Access to a GLOBAL NETWORK 4.An entrepreneurial and responsible attitude towards being a better leader

It’s time to review what we did.

There is no “bad” or “good” posts in the following examples, but please review them carefully to see how to improve based on what you learned in this session.

“ Does this post show the spirits of GC?”

“ Where is the AIESEC logo? Do the prospects know what GT is about?”

“How is the content in the picture?

Do the prospects know it is a recruitment promotion?

Is it aligned with what we offer in FT?�

“How is the content in the picture?

HOW TO MAKE IT MORE ALIGNED WITH the idea of social impact created in GC? ”