Bethany Wong’s
BMP Manifesto
Bethany’s Departmental vision:
‘To optimize and create the best branding experience to empower youth.’
Best
Branding Experience: Phase 1: To connect stakeholders with the AIESEC attributes under AIESEC 2015 global direction.
Phase 2:
To turn our stakeholders into
“+VE Net Promoters” of AIESECamplify the AIESEC brand
AIESEC attributes: Diverse- AIESEC provides an international platform and global network that enables young people to explore.
Dynamic - ‘For youth, by youth.’ AIESEC is a youth-run organization for leadership potential development.
Daring – AIESECers are responsible, open-minded and with entrepreneurial leadership.
Impactful – Through this platform, youth can create a
EMPOWERING YOUTH: Youth Empowerment towards the key purpose “Contributing to the core business of AIESEC” through leading an exceptional EwA and enhancing the value of ELD.
positive impact to society.
BMP Manifesto
SWOTAnalysis: [STRENGTH]-WHAT WE SHOULD MAINTAIN: •High quantity of Branding and Marketing Activities to build relevance: - Extensive EwA elements in branding activites - Activating new initiatives contribute to EwA experiences eg. Associate Membership of AIESEC- Friends of AIESEC •Diversified publications •Massive online-engagement Eg. Around 250% growth in social network exposure
[Opportunities]
•Split of ER and BMP: makes BMP more focused on departmental work •Increase of TLP roles provide a better ELD experience for TMP •Gatekeeping and up-grading the quality of publications and promotions contributing to closer relationship with campus and society •More tailor-made strategic marketing plans to reach more stakeholders; to create a better EwA in terms of both quality and quantity
[Weakness]-WHAT WE SHOULD improve: •Quality of work - Unclear reputation of AIESEC brand
•Dis-alignment of walking brand -Walking brands lack thorough AIESEC knowledge and the core business of organization •Lack marketing expertise and knowledge management
[Threats] •Increase of the number of societies in HKU adopting similar positioning as AIESEC (ie. Leadership training or exchange opportunities) •Increasing competitions of the use of online engagement as ways for promotions by other societies
Key Focus Area one: - Cross-departmental Synergy Maximization - Active co-operation with other departments: regular cross-departmental meetings, clear delineation of work and decision-making power, clear working model
-Leveraging Extensive Marketing Channels •More comprehensive use of online engagement, eg wikis, Facebook groups, AIESEC LC-HKU’s website, youtube, mass email etc •Bring in more on-site promotions ->Generate more touch points to start WoM
-Bottom Up Marketing Strategies:
1.Optimization
1. optimization
•Intensive training sessions to educate team members knowledge of our core-business (oGCDP, oGIP, iGIP and the sub-products of GIP), thus to tailor-make strategic plan for marketing •Based on programme natures, value propositions and target audience to customize a marketing campaign
Key Focus Area two: Expected MoS:
★Growth in number of walking brands ★Growth in applicant in all four programmes: TMP, TLP, GCDP, GIP ★Growth in external participants of LC project ★Growth in Branding Cycle participation
- Quality Up-Grading: •Quality managementoTalent training and development (Early trainings to better equip TMP for perquisite technical and general marketing knowledge and skills)
- Walking Brand Evolution: •Reinforcing walking brand concept in EwA stage •Implementation of branding cycle quarterly with involvement of walking brand Branding cycle*: Branding events (to brand AIESEC as a whole) to be held every quarter. All LC members are involved.
2.Value Creation
2.Value Creation
- Product Development: •Products design for both internal use and selling to externals