in Bandung
LCVP Marketing Communication Application Booklet
VIANI HAFIZA
PERSONAL INFORMATION First Name
: Viani
Surname
: Hafiza
Current Position
: Public Communication Manager
Place, Date of birth
: Bandung, 9th July 1995
Permanent Residence Contact Residence
: Margahayu Raya Barat Blok A26 No 6 Bandung 40286 : 022-7505054
Phone Number
: 081224002373
: vianihafiza.vh@gmail.com
Skype ID
: vianinaiv
Line ID
: hafizaviani
Faculty/Semester
: Engineering Management / 6
University
: ITB
Cumulative GPA
: 3.64
Year of joining AIESEC
: 2014
List Language and level
: 1. Bahasa Indonesia (Native) 2. English (Excellent)
Personal skills and motivation 1. Why do you want to continue your journey in AIESEC?
For me, joining AIESEC is a turning point in my life. AIESEC changes my perspective that your life is not only for yourself. AIESEC also makes me know myself better, and grow a lot in many aspects. For those reason, I want to contribute back to this organization by giving what I have got during my experiences in AIESEC back to AIESEC. Another motivation is I think continuing joining in AIESEC by being VP Marketing Communication is a big challenge that I take for the first time. I believe this experience will develop my skill in strategic thinking as well as my passion in marketing.
2. Please explain your ultimate life ambitions!
My life ambitions is having balanced life. Balanced means that you can live your own passion but still meaningful for others including family, friends, and society. That’s why I want to be entrepreneur in tourism that can boost Indonesia’s branding for in the world.
3. How does LCVP Role connect and contribute to your dreams and ambition?
As entrepreneur you should have good strategic thinking to keep your company sustainable, this is what I will get in LCVP Role. Why it should be Marketing? Because according to my entrepreneur seminar, it was said that marketing is one of fundamental foundation to keep business success and I choose marketing communication because it develops me holistic thinking that is also needed to be an entrepreneur.
Personal skills and motivation 4. State and explain your 3 personal strengths and 3 personal weaknesses and how do you use your strengths and overcome your weaknesses?
STRENGTH 1. Eager to learn. I’m kind of person who always ask feedback from others, I believe every experience is worth if we can take a look on the learning point that we get. I utilize this strength to improve myself to be a better person. 2. Committed. If I start taking some responsibility, I will finish it even in the middle I found that that responsibility is not suitable for me. I always take a look to my commitment when I’m demotivated, it’s effective enough to get back my spirit. 3. Perfectionist. I’m kind of person who likes putting expectation before action. I believe expectation motivates us to achieve goal. I use this strength to turn my ideas into organized plan, so it will be more effective to achieve goal. WEAKNESS 1. Moody. When there is something that is not fair or bothering me, my mood easily turn bad. If I started to have bad mood, I always try to sholat, recite Quran, or tell a friend. It effectively calm me down and see the bad things more positive. 2. Perfectionist. Well, my perfectionist personality somehow turn be my weakness because it makes me easily panic. To overcome it, I learn to think that somehow the result is not aligned with our hardwork and we should make it as learning point for future
5. Please describe your leadership style based on previous Experience!
I’m kind of leader who focus on engagement. For me, it’s important to know them personally and make them comfortable to be my team member. I also kind of person who try to involve my team member in creating strategy so they sense of belonging to what we are doing in this term.
Personal skills and motivation 6. How well do your family and community support your activities as an LCVP? How do they perceive your intention to apply for this position?
Gratefully, my family has supported my AIESEC Experience. They like how AIESEC develop me as a person especially when I got reward as the best of the best manager in 14/15. In my friends opinion, they are also interest in what I’m doing in AIESEC. Some of them ask me to benchmark their organization with AIESEC. In term of perceiving my intention to become LCVP, both of them generally support me to be LVCP because they believe this experience is worth to try.
7. Who is inspirational leader for you? And why you adore him/her?
I adore ka nadia as inspiring leader (if ka nadia read it, please don’t be ngapung ). In my perspective, she is a complete leader. She’s smart in strategic thinking and good in personal engagement. She is really helpful and encourage her member to be a new leader. Two things that I adore her most is she teach me how to be solution-oriented in every chance and sincere in doing something.
8. What is your biggest failure in life? What do you learn from that failure?
My biggest failure is I can’t cope with my failure. At that time, I failed in many scholarship opportunities even I have put all my effort into it. That failure makes me have low-esteem and low self-confidence. It also makes me skeptical to life for 3 months. But then after consult and ask feedback from my friends, I realized I should keep move on. The thing is I should realize that “not every flower blossom at the same time. Maybe it’s just your time to success, but believe that you still have chance in the future. The only thing you must do is to make your failure become learning point and big motivation to revive
Personal skills and motivation
9. List 3 and explain your 3 greatest achievements that shape you as a person! 1. The Best of the Best Manager PR IM AIESEC in Bandung 14/15 Actually, I was elected as manager in 14/15 because my team leader was resign. At first, I’m afraid because in 14/15 I was just staff and I don’t really know much about AIESEC. But my team leader keep encourage and support me to believe that I can do this. I try the best to make it, and finally I can make it! From this experience, I learn a lot to“never say you can’t before you try”. 2. Becoming Moderator for JASMINE with the keynote speaker: Owner of Wardah, Author of Assalamualaikum Beijing, and First Lady of West Java Being moderator for the first time with public figure make me nervous a lot. When I’m offered for this job, I just think about to refuse this job. I was afraid I can make the talkshow interesting. But I realize that opportunity doesn’t come twice and I choose to challenge myself to take this job. Finally, after talkshow was done, I realize that sometime “we just too much overthinking about something”. It always seems impossible until is done, in fact it’s not as bad as you think. 3. 2nd Rank in 3 Senior High School Batch 2013 It was an honor to be the 2nd student who has the highest average score during 3 years-study. Looking to my friends, actually I’m not the smartest person in my batch and I’m not kind of the most diligent student in my batch. But I do admit that during my 3-years study, I’m kind of person who is diligent enough and always pray before doing something. Since this achievement, I do believe that success is not only about your capability and your hard work, but God contribute in it.
AIESEC EXPERIENCE 1. List all aspects of your AIESEC experience (including internships, CEED, leadership positions, task forces, national team, conference, etc) Please explain on 1 or max. 2 points, what you have learnt and your results from those experiences!
Experience
LEARNING
RESULT
Delegate of IYLC 2014
Self-confidence, Basic AIESEC Knowledge
I decide to take more experiences in AIESEC & become a person who is more confident to dream big and pursue it
Staff of EASE Magazine 14/15
Writing Skill
I can elaborate story into interesting paragraph & broaden my knowledge.
EASE Magazine Director 14/15
Ideas Creation, and Management Skill
I can turn ideas into structured plan & manage it to achieve goal.
OC Marketing Communication BGYC 5.0
Brand Implementation, Marketing Knowledge
I can deliver and recognize brand value of AIESEC in digital promotion & I understand the basic knowledge of marketing in AIESEC
Delegate of LPM 2015
15/16 Culture & Vision
I know more about samudra team including MB & feel engaged with this team
Delegate of MBC 2015
Culture of Achievement, Leadership for Manager
I’m braver to revise my strategy for Q2. I know how to be good leader for my member
AIESEC EXPERIENCE Experience
LEARNING
RESULT
OC Media & Community Youth Speak Bandung 2015
Customer Relationship Management & Crowd Management
I can held 70 communities to join youth speak, I know how to manage crowd event
Delegate of NEC 2015
GROW & Indonesia’s new vision
I know the essence and why AIESEC Indonesia has new vision & I know how to grow myslef better
Customer Relationship Management, Effective Partnership
I get channel to effectively spread promotional tools to 7 university media, I know how important to maintain relationship with partner
Public Communication Manager 15/16
AIESEC EXPERIENCE 2. Rank the 3 main areas in AIESEC where you have had the most experience. Highlight briefly your experiences in each and how that would benefit a year in the EB team and Functional Team? 1. Project Management Being OC for BGYC and youth speak made me learn so much about project management. In this areas, I learn how to effectively manage your resources and your limitation toward achieving goal. The most important thing is also I learn how to be able facing uncertainty wisely and creatively. This experiences will definitely make me more ready to face the dynamics of EB experiences. 2. Partnership and Sales Management In this areas, I learn how to engage stakeholder and also the action step to maintain the relationship between them. This experience teach me a lot about how important to keep maintaining relationship with our stakeholder and sometime product packaging for different stakeholder. 3. Team Management My experiences being manager give me a chance to develop skill and managing team. I learn how to put my ideas to my team member so we have the common goal and how to encourage member so they can involve in creating strategy.
3. What AIESEC means to you in one sentence?
“AIESEC is a milestone to live your life beyond your wildest dream�
ENTITY KNOWLEDGE 1. Please make an analysis of AIESEC in Bandung strengths, weaknesses, Threats, and Opportunities in the last 3 years!
Strength 13/14
14/15
15/16
1. Highest number of Exchange experience (iGCDP, oGCDP, iGIP) in last 3 years 2. TM people in charge in every university 3. Legality improved 4. Good Branding & Promotion
WEAKNESS
OPPORTUNITY
1. Gap between member 2. Lack of education 3. Lack in PA , talent planning and efficiency 4. Lack of synergy
1. Highest number of oGIP in last 3 years 2. Standardized promotional tool 3. Good documentation for IM 4. Better external exposure with big event such as ICD, GYF, Y2B 5. Better relation with Government
1. Gap between EB member 2. VP & MB resign 3. Declining number of exchange experience (iGCDP, oGCDP, oGIP) 4. Lack of education and transition
1. Better matching strategy 2. Showcasing partnership for iGCDP 3. Improvement in BD performance 4. Better member engagement 5. Improvement in finance and governance
1. Lack of sales person 2. Lack in market research 3. VP resign & reallocate in Q1 4. Lack synergy in BXP 5. Lack of documentation
1. Huge supply of EP and TN 2. Bandung Market 3. Large number of EwA
1. Integrated rating system from national for iGIP 2. Bandung Market
1. Strategic Alliance 2. Bandung Market
THREAT 1. Debt from the previous term 2. Legality issue
1. Debt from previous term 2. Legality issue
1. Debt 2. Disbaned if we fail internal audit
ENTITY KNOWLEDGE 2. Mention 3 trends that happened in Bandung! How AIESEC in Bandung can capitalize it?
- Smart City Smart city is a digitalization of governance in Bandung to provide bigger space for citizen to take part in Bandung development. Since smart city is really related to IT, I’m wondering if this trend can benefit us in term of providing opportunity for Global Talent. Also, because Bandung recently become finalist of Innovation Smart City in the World, we can capitalize Bandung Achievement as branding for our entity in term of IR partnership for ICX and OGX as well. - Youth Community Bigger space for citizen to take part in Bandung Development leads our city to the growing number of youth community. This trend can be capitalized to expand our external engagement. Hopefully, we can create more creative and innovative project for iGCDP and EwA event by having collaboration with the community. - City park City park is a new open public spaces that is trending right now. Growing number of public spaces can be utilized as another tourism place that can improve our brand positioning for increasing ICX number. We can also utilized it as a places for EwA event, so AIESEC event like global village can be more
3. What kind of things that AIESEC in Bandung can do nowadays for Bandung? Please be specific, put the action step, and measurement of success in it. WHAT WE DO ACTION STEP MoS Create more LDM leaders for Bandung
- Strategic Alliance with other university - Hold info booth session or event about GC/GT/GL in university related - Approached international class
# number of experiences from other 6 universities
Working on Government CSR for Bandung Juara
- Partnership with Government and Community - Proposed project partnership
# number of intern involved # number of project held
STRATEGIC QUESTIONS
1. What is your understanding about the role you’re applying for? How important is the existence of this role to be in our entity? What’s the difference between Marketing Communication, OGX Operation, and External Relation? Marketing communication take an important role in AIESEC as front liner. As front liner, marketing open gate for us to reach our customer. Marketing communication hold responsibility for marketing research, marketing program control, brand management, and information management. Marketing research is utilized for better understanding customer in the term of what they need, dislike, and like. Marketing program control is to make sure the marketing program is running based on plan by both VP Marketing GC and VP Marketing GT&GL. Brand management is about how we maintain our brand positioning in all stakeholder’s perspective. Information management is about how we manage the information that is exist in AIESEC for internal and external needed. In term of customer flow, Marketing Communication held responsibility to control from Attraction Stage until Consideration Stage (specifically until In Progress phase) while OGX Operation take control for Value Delivery stage. After value delivery stage, there are brand advocacy stage where marketing can take opportunity to make EP experience as a promotional tools. In term of brand management and information management, Marketing Communication have synergy with External Relation. While marketing communication take responsibility to maintain brand positioning of our entity (hold brand audit, legality, etc), External Relation take control to communicate the brand to the external stakeholder such as company, alumni, and media.
STRATEGIC QUESTIONS 2. What kind of system are you going to implement to ensure all of marketing program (GT, GC, and GL) are running based on plans? Breakdown all of your strategy together with the champion and KPI of each activities.
For all program, I will improve synergy with other functional and apply this following kind of system for al marketing GT, GC, and GL.
System
1
2
Description
Integrated Tracker
Tracker system that consist of customer flow progress for each applicant. This tracker aim to make sure that all applicant follow all customer flow orderly
Responsibility Matrix
The matrix that breakdown all the process of marketing and put the people in charge. It will enhance every process’s acountability and flow of information during the customer flow
Champion
Marketing, HR
Marketing, HR
Kpi
%tracker filled %
#complete GC flow without error
STRATEGIC QUESTIONS
3. Do you think the role of a Market Research is still relevant in Bandung? If yes, what kind of market research will you conduct and what kind of things are you expecting to be taken out from the research? Is there any idea or method that you are willing to use? Please elaborate! In facing more dynamic environment, customer needs are also changing rapidly. As social business organization, AIESEC has to fit their operation to the customer needs. Especially in Bandung entity, where its customer consist of students that come from many different universities. Different universities leads to different culture & habit that shape different customer needs. Here, marketing research takes role as a tool to define these customer needs. Marketing research that will be conducted consist of two methods. First, qualitative method by in-depth interview which we can use to observe customer behavior toward our program. Second, quantitative method by questionnaire to get general insight of customer. The expected output of this marketing research is that we can get customer profile (including what they need, like, and dislike) to be used as an input in value proposition design. This value proposition design will define what improvement needed by our operation such as what kind of channel that we should use, what kind of service that we need to improve, and what kind of massage that we need to put in our promotion activities.
STRATEGIC QUESTIONS 4. Since you will be handling our entity’s brand management, how to ensure all of the social media activities are living the brand value? What is your strategy to improve the brand awareness in every stakeholder.
To make sure brand value of AIESEC is delivered well in social media, we should give proper education about brand of AIESEC . This education will be given to members especially member that is related to promotional tool such as attraction manager and OC Marketing Communication. Furthermore, to make sure that brand value in AIESEC is delivered consistently, I will have brand expert manager in my structure. Brand expert manager is sub functional on Marketing Communication that is really focus on brand audit. All the promotional tools that is published in social media should only have been brand-filtered by brand expert manager. This structured is proposed because brand-filtering process is influenced by personal taste. By only one person, hopefully our brand value will be delivered more consistent. Brand expert manager also held responsibility to manage social media of AIESEC. By this structure it will be more efficient because, after brand filtering, the brand expert can directly publish the promotional tools to social media. In order to improve brand awareness in every stakeholder, we should differentiate channel that we use for every stakeholder based on their characteristic. For example, to reach parents as our stakeholder, we should use channel that is common for them, it can be radio such as PRFM Bandung or K-lite FM. However, to reach customer which is young people, we should use channel that is familiar such as Ardan Radio, Media University, and Youth Community. Another example is to reach stakeholder like company & BoA, we should do formal approach such as sending newsletter. This strategy of course will need synergy with External Relation.
STRATEGIC QUESTIONS 5. It’s a harsh truth that our programs are nearly in the saturation point. What kind of innovations do you have in mind (it could be either for GC, GT, GL, or all of them) in order to increase the number of people in progress (IP) for next term? Make a projectized for your idea, and state In which stage (based on the customer flow) the strategy will affect!
1
It’s a truth that we’re facing the personal customization era. Every person has their own important value that force their behavior including choosing something to buy. This trend inspired me to have strategy that give value-added to customer. That’s why I want to do market research to define their needs and value. Market Research that will be conducted is a) Content Strategy Research This research aim to define what kind of value or needs that matters for our customer. The value defined will be used as input for creating content of our promotional tools. For example: This is questionnaire example that I get from Muthya Islamiaty. This survey told us the reason why youth participate in some activities. As we can see that, 44,2% youth are engaged to some activities because they want to get knowledge and skill. Then, we can get a big picture that content strategy is showing knowledge and skill from exchange experiences. Credit: Muthya Islamiaty b) Channel Research This research aims to define what channel that is used commonly by youth. The output expected from this research we can define channel or media that effectively engage our customer.
STRATEGIC QUESTIONS
2 3
Another strategy is I want to enhance transition stage from attraction to consideration. My strategy is to improve our information system related to our program. Since marketing in AIESEC involves all member, sometime Training The Marketers (TTM) can’t provide enough education for all member. So, the improvement that will be conducted are providing FAQ and “ask us” platform. The form of information system that will be used can be our website or ask fm. Also to get customer insight during attraction and consideration stage, we will also use satisfaction survey that will be spread in the transition stage of consideration and value delivery. To provide continuous improvement for our value delivery, I proposed a new structure under my functional which is Customer Service Development Manager. This position are responsible for handling customer question & complain, managing information system related to customer such as FAQ and also transforming the data from market research & satisfactory survey into valuable information that we can get to improve our customer.
Define problem and plan market research
Build content and channel strategy
Analyze data
2nd week of April
3rd week of April
3rd week of May
Conduct Market Research
1st week of June
Build information system
1st week of July
Start term 16/17
STRATEGIC QUESTIONS
5. Please make a SWOT analysis on previous term’s marketing strategy (for GC and GL) Strength - Marketing specialization (VP GC and GT/GL are separated) in semester 2 This specialization improve effectiveness and prevent heavy working load to VP - Batch system in semester 2 Batch system enhance our value delivery because we handle customer batch per batch. Opportunity - Strategic Alliance (expansion to many universities) AIESEC in Bandung reach student in other university such as Widyatama, Itenas, and Unisba. - Good brand positioning Some of community benchmark and know AIESEC as one great example of youth organization.
Weakness - Brand guideline is not used Brand guideline is not used so the promotional tools are inconsistent. - Bad market research Market research in semester 1 is conducted poorly - Procedure is not clear There is no clear procedure about documentation of database and how we utilize database Threat - Bad economic condition of Indonesia (rising dollar currency) The rising dollar currency will make people think to spend money in our program.
THANK YOU & WISH ME GOOD LUCK