Organizational Reputation Building Key achievements and strategy analysis
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Project Overview and Objectives
Project Description: Building our desired reputation— “The global youth platform impacting the world through leadership development experiences”— through partnerships and alliances with other organizations, presence at events, showcasing opportunities and impact. The reputation is aimed at youth, but also at other target groups outside our core demographic. More information here. Impact on team purpose: Build more promoters and customers of AIESEC’s ELD programmes which drives MoS achievement for 12/13 and long term sustainable growth towards AIESEC 2015. Purpose: AI seeks to balance focus on specific aspects of the brand attributes to build our desired reputation. Brand Attributes are seen on the diagram to the right. All the below activities are with this in mind.
Outcomes PARTNERSHIPS AND ALLIANCES (1) World Economic Forum: Florent Meiyi, President of AIESEC International was invited to join the Global Agenda Council on New Model of Leadership that helps to define the agenda for World Economic Forum’s Annual Meeting (DAVOS). He has attended a Global Summit in Dubai to meet with fellow members of the Council to develop organisational leadership models 2013. (2) World Blu- AIESEC’s collaboration with WorldBlu has been confirmed into next year. AIESEC will be represented by the PAI at their World Blu Live event on May 17-18, 2013. (3) Grameen Creative Lab- By sending an AIESEC representative and supporting this year’s Global Social Business Summit in November, we have kick-started the cooperation with GCL. (4) United Nations- We are currently building an MoU for an official collaboration with specific UN offices. (5) The Economist Intelligence Unit- AIESEC was an official supporter of their online CSR debate and this opens the window for future collaborations that are currently in planning phases. EVENTS REPRESENTATION AND PARTICIPATION Each event AIESEC attended has aimed to both promote AIESEC within the physical audiences of these events as well as showcase the outcome and AIESEC’s participation through social media. (1) Global Nexus Youth Summit 2012, September 2012 (2) Pioneers Festival, October, 2012 (3) Summit for the Global Agenda, WEF, November,2012 (4) Global Social Business Summit (5) Red Cross Global Youth Conference, December 2012 (6) European Employment Forum, November 2012. th Upcoming Events: (1) 2013 ISIC Event and 60 Anniversary, May 22, 2013 (2) World Blu Live- May 17-18 AWARDS (1) United Nations Status Renewed (2) World Blu Recognition as a Democratic Workplace– (Press and promotion scheduled in April, 2013) (3) ‘Enabling Youth Mobility’ is an award for AIESEC’s Global Internship Programme presented by the European Alliance on Skills for Employability and sponsored by Adecco. See the award video here. and the article here.
Conclusion and Closure This strategic initiative was created to put more emphasis on AIESEC International’s Global Public Relations activities. We applied our brand attributes to give focus and be able to prioritize PR initiatives. Over the past year, we have maintained and enhanced our existing partnerships, while developing new connections with organisations like Grameen Creative Lab, Nexus Youth Summit and the Economist Intelligence Unit to expand AIESEC’s reach and awareness to new areas and associate AIESEC with like-minded organisations. Over the course of quarter 1 and 2, AIESEC International saw the importance of focusing on our online reach and engagement as well as the brand refresh process, tools that will enable us to capitalize significantly more on PR opportunities in the future. For this reason the strategic initiative was closed, we continue to develop healthy relationships with our partner organisations (UN, WorldBlu, Red Cross, WEF, the Economist, etc.), but will not seek out further new partnerships or significant PR initiatives in order to properly establish the brand and online channel resources.