Yaneisha Pérez Padilla MCVP APPLICANT 15.16 AIESEC IN PUERTO RICO
February 2015 Dear AIESEC in Puerto Rico plenary,
I am writing these words because I am very excited to be applying to be part of the Member Committee of AIESEC in Puerto Rico. Since I entered this organization, I met with innovation face to face. I learned how to create without having any experience in the areas. Of course, with the help of wonderful people that also believe in PUERTO RICO. Thanks ,AIESEC in Río Piedras, for giving me the opportunity to take this step. I have enjoyed every step through my AIESEC experience,. As a human that I am, I have failed, cried, yelled and become stressed. But I will never regret all the professional and personal experience that I have gained. That is why I believe in each member of this entity to explode their potential. I know that these members will be the future of my country to impact it positively. Sometimes, we never know all the experience that we can gain when we go out of our comfort zone. Nothing is better than dancing with the happiness of success. Be part of my journey of applying for Member Committee VicePresident of Marketing of AIESEC in Puerto Rico, so we can put our entity on the map.
AIESECly,
Yaneisha Pérez Padilla Vice-President of Marketing and Communications in Río Piedras
“Don’t find fault, find a remedy.”
Henry Ford
Name
Yaneisha Pérez Padilla
AIESEC E-mail
yaneisha.perez@aiesec.net
Skype username
yaneishaperezpadilla
Country of origin
San Juan, Puerto Rico
Current Location
Toa Alta, Puerto Rico
Time zone
UTC/GMT -4 hours
Phone number
+17879431338
Current entity
AIESEC in Río Piedras
Language
Spoken
Written
Reading
Spanish
Native
Native
Native
English
Excellent
Fluent
Excellent
Basic
Fluent
Portuguese Fluent
I will be able to attend Ignite (February 28 - March 1)!
GENERAL INFORMATION
Y outhful A mbitious N onstop
State your 3 biggest strengths and weaknesses. Additionally, how will you as a leader improve and how will they influence your term.
E mpowered
Strengths: Committed, honest, creative
I ntuitive
Weaknesses: Intense, perfectionist and overcritical
S incere H umorous A dventurous
I have always thought that my weaknesses are my strengths, and my strengths are my weaknesses, it depends on how I balance it. For example: being a perfectionist has help me create a work of high quality. During my term I have been learning to balance my qualities and this will be the key to influence the way I will work my next term.
PERSONAL QUESTIONS
AIESEC EXPERIENCE Period
September 2013 – May 2014
January 2014 – May 2014
May 2014 – September 2014
September 2014 – Present
Position
Team member of Incoming Exchange (ICX) 2013
Sales manager Organizing Committee Puerto Rico Youth To Business 2014
Exchange Participant AIESEC in Vitoria, Brazil (GCDP)
Vice-President of Marketing and Communications 2014-2015
Results
Networking
Networking
Participated in two meetings with Santander and Destilería Serrallés
Three sponsors, EcoEléctrica ($500.00), Bella Group ($500.00) and desserts from Krispy Kreme
Directly worked with the MCVP BD 2013-2014
Handle speaker’s relation
Professional experience as an psychologist
Worked directly with an AIESEC Vitória
(3,329)
Gained knowledge about AIESEC Brazil procedures oGCDP experience
Social Media growth:
Facebook (41.07%) Facebook reach
Instagram (515.56%) Twitter (10.24%)
Sign – ups: 533
Applications: 74
Online campaigns: 4
Offline campaigns: 1
Recognized as the star Vice-President.
PERSONAL QUESTIONS
Available Member Committee Positions
UNIQUE CONTRIBUTIONS
Order of Preference
Marketing
1
Organizational Development and Information Management
2
Outgoing Global Community Development Program
4
Financial & Legal Administration and Business Development
N/A
Incoming Global Internship Program and Account Delivery
3
The most difficult question is when you have to answer how to describe yourself. The easiest way to answer this is going back in time and auto-evaluate my experience over the years. At each step, you have been given certain features you'll find that has defined who you are in the present. When asked, "Who is Yaneisha?" I try to respond with a serious answer, but I always end up saying I am "energy". We are all "energy", but my life has been an overload of such magnitude that every person I know recognizes it, sometimes as a virtue, other times as an inhuman strength. That is what defines me as a person and as a leader, the "energy" that I have to work with each challenge ahead of me. I remember in my senior year in high school, I formed a group to reunite the class because we were all very different. It was called "Comité Pro-Unión Jetzodiam". My energy calls for justice. I like an equal environment for all the people. When I was a child my family called me the "lawyer", I believe that every person has incredible potential to explode.
MCPR 15. 16 CHALLENGES The challenges are opportunities for growth and development. It is through the challenges AIESEC in Puerto Rico finds the motivation to continue growing as an entity. As for me, I'll be facing challenges. One of them will be the desire to be present for all committees and reach Ponce and Humacao in a minute to support their marketing campaigns or part of their briefings. But positively two weeks ago I got my car, allowing me to be a present and active in committee’s vice president. On the other hand, I think the team of National Support Team is an opportunity to maintain unity among the Vice Presidents, locally and nationally. Therefore, I plan to have a team of four NSTs, which in turn will support each entity to achieve our goals. Diana Cristina Prieto has made an excellent decision to open the applications for Member’s Committee with a reasonable time to work with the second challenge, which is the synergy between the different members. My goal is to be Vice President of Marketing so I can work closely with oGCDP and OD / IM. Therefore, this transition will be the key to work with synergy. A third challenge I will be facing is that I am a student and I'll be in my final year. However, I have organized my curriculum so that it does not interrupt my work as Vice President. After this semester, I can takes up 9 to 12 credits per semester without delaying my academic career.
The current executive board and I still wonder how we can be so united. The answer is that the variety of personalities has defined our success. Andrea and Elena have a passive character and Emmanuel and I have an energetic character. Together we have made a unique synergy. We have been honest at all times and have never lacked transparency. As well as I am with my current team, I want to have the same relationship with the MC, being able to hear others even though many think I am a picky person. I always take into consideration the feedbacks because they are opportunities for better decision making. My contribution to AIESEC in Puerto Rico is my desire to grow as an entity. I want each committee to achieve their goals as one. I want to see the presence of AIESEC in Puerto Rico in the news of our country. I want to see the people of Puerto Rico understanding our relevance and supporting us. But it is not only willing to do it, is making it happen. I consider myself an action-oriented person and I will work the term with an accelerated rate so that it can grow even more, but, in an organized manner for AIESEC in Puerto Rico. I am currently on my last year of psychology. When I started my studies I did it because I wanted to help society. Then I realized that there exist many other ways to do this. I think this generation of youth has great potential to change our social reality. I have a two-year-old niece and my goal is to provide opportunities for her development and growth, as well as for the next generation. AIESEC has the opportunity to contribute to different problems of our country and that is why I believe in the organization. It is able to motivate the leadership and encourage teamwork. For that and many other reasons, I consider my greatest contribution to my country is through AIESEC. The organization works to solve problems and give voice to the youth who can make big changes.
PERSONAL QUESTIONS
Give an example of when you acted as a real team player and your team achieved the goal that you set, what concrete things and features helped you here?
On October 5, 2014 we reopened our operations in AIESEC in Río Piedras with much energy and promises to ourselves. We promised to be innovative and achieve our goals that were presented to the plenary. There were only eleven energetic members. The clock started running and I got the time to make the Christmas Season we had thought. We wanted to improve the image on the campus of Río Piedras and leave the mark somehow. In a team meeting in the middle of brainstorming came the idea of writing a letter to Santa Claus. We knew it would be an intense week if we could make it possible. I really was afraid of not achieving the goal, but as a team we had the unconditional support of Raiza Fonseca. She worked hand in hand throughout the process until we achieved our mission. There were several things to work, with four members in the area. This project was called "#NavidadesEnVerano" and was intended to promote internships abroad. For a week, we had our members dressed as elves with a giant box where participants would make us their letter to Santa Claus. On November, we celebrated Christmas and, in La Verbena, we had the pleasure to announce our two winners of 124 letters written to Santa.
The reason we fulfilled our goal was the teamwork and support we gave to all functional areas. This was our goal as a committee. I find it impossible to carry the recognition of the campaign by myself when it was a team effort. So, teamwork, motivation and support were the cause of success in the campaign. The common thought of “Keep going forward until you reach the goal”, was what kept us going. Therefore, we must do things with passion.
GENERAL QUESTIONS
S
Action oriented
We understand our relevance* NST positions ExpoPartners TM restructuration* ELMs
W
Communication Financial stability
Unstructured ICX Member retention Proper education
The strengths and opportunities that eliminates some of the weaknesses and threats are that we understand our relevance, TM restructuration and local entities potential. Why? Because our most important national strategy needs to be member retention in order to grow as an entity. If we keep the good work with TM restructuration in synergy with the other functional areas, our weakness will be reduced. It is very important that our members recognize our relevance so the potential will keep growing.
EXPA & Podio knowledge
National partnerships
O
Brand awareness (Media presence) Local entities potential*
Alumni’s relations Entities collaboration Coaching
Government relation
T
University relations Part time MC members Transitions
(*) Strengths and opportunities that eliminates weakness and threats.
What, in your opinion, is the most important national strategy or focus of AIESEC in Puerto Rico for the next year and why? AIESEC in Puerto Rico’s most important national strategy and main focus needs to be member retention. This means that, if you have committed members, your goals will be accomplish and it will work as a domino effect. It could sound as if I want to focus on an Organization Development Goal. As I have experienced in the last two years, AIESEC in Puerto Rico needs to focus on the retention of their members in order to grow. We can’t continue losing team members and team leaders. We need to focus on the education of our members and be aware of their needs. For example, if I have an External Relations NST and the member knows his job and how to do it, the NST will be motivated to work and we can keep growing as an entity.
GENERAL QUESTIONS
AIESEC PR
Entities
Status
Review
AIESEC in Sagrado
Special Unit
Currently AIESEC in Sagrado is passing through a reallocation to improve their works.
Sales education Stabilization Focus on OGX Synergy between MaC and OGX Membership evaluations Believe in their potential University relations to improve OGX numbers by their help
AIESEC in Mayagüez
Special Unit
Currently AIESEC in Mayaguez is passing through a restructuration of their committee. They have lost members and three VPs.
Sales education Reorganization Attack the inside conflicts from the beginning Focus on member retention Capitalize their members, so they can do more with less Open their focus market (faculties and schools)
Currently AIESEC in Humacao is passing through a new phase of their journey, that’s why they need to innovate in order to achieve their goals.
2020
250 Nationally Exchanges
Outgoing
5 0 N at i on al l y Exchanges
I n co m i n g
10 partnerships and Financially sustainable
I envision an entity that has media presence and relevance for more than 20% of all the students’ population. AIESEC in Puerto Rico will be a stable entity with financial support. I envision a huge growth that will be achieved through “leading with passion, taking brave actions”. In order to do this, we need to be able to change and take new steps.
AIESEC in Humacao
Official Extension
Recommendations and/or strategies
Key
Sales education Innovation Focus on aggressive marketing and brand awareness campaigns Invest on offline campaigns Focus on members recruitment
GENERAL QUESTIONS
Entities
Status
Review
Recommendations and/or strategies
Key
AIESEC in Río Piedras
O f f i c i a l Currently AIESEC Extension in Río Piedras is passing through stabilization and an important recruitment to allow the committee to achieve its goals.
Sales education Collaboration Focus on members by a good motivation system Capitalize their opportunities, as big campus, metropolitan area and University relations
AIESEC in Ponce
I n t e r e s t Currently AIESEC Group in Pon ce is working on the education to gain the needed knowledge to open as an entity.
Sales education Education Focus on offline marketing to gain brand awareness and University relevance Member’s recruitment by an MC coaching
What do you perceive as the current bottlenecks of AIESEC in Puerto Rico and what will you do to ensure these bottlenecks are resolved? AIESEC in Puerto Rico has a lot of opportunities to take, but as humans that we are, sometimes we focus on problems and do not take the time to see this. The bottleneck that is happening in AIESEC in Puerto Rico is the lack of motivation; we believe in our potential but keep repeating old mistakes. For me, it is very important the "why" of my actions. We encourage our members through the allocation and recognition with the purpose for being part of AIESEC. It is extremely important that members notice the relevance of their work for the organization and for the world. This can be achieved through the motivation to be part of National Support Team of other entities around the globe. We give out all the opportunities that exist for the members so that they get inspired to continue and develop within the organization. To do this, we must distinguish the uniqueness of each of them. On the other hand, the MC must believe in their own potential and as a result, members will as well. We must remain active and full of energy to transmit it. Finally, this story was to reflect on it, recognize past mistakes and not commit them again in the future.
GENERAL QUESTIONS
Why are you qualified for an MC position in this area? Please include specific results and takeaways.
My life journey as an AIESECer has been in the opposite way of my academic life. Currently, I am in my last semester of Psychology. When I started as a student in University of Puerto Rico, I never thought my future plans would change so much. Although, I do not regret it because all has been part of a new opportunity to grow as a professional. I am the product of the AIESEC life. I have passed 75% of an AIESEC journey, I just need to make the overall internship program to have enjoyed it all. Yaneisha Perez Padilla is qualified for the position of MCVP Marketing because her ideas have always been nationally. Despite being a Vice-president locally, I have always gone for the national development of the entity. From day 1 in my term of AIESEC in Río Piedras, I made it clear that I would not tolerate the competition between the committees because that would stop our progress as AIESEC in Puerto Rico. We need to unite in synergy from social networks to operations. This is why, despite not having studied marketing, I learned with practice that, if you want something you can. Throughout my term, I have worked with my team to establish an image of AIESEC in Río Piedras where we do not limit the entry of students from other universities, we changed our promotions that identified the Río Piedras Campus and made it clear that the opportunities were for everyone. Together with my team of marketing and communications, we have established social networks, giving continuity to publications, we recovered the Twitter account and we have increased the presence of AIESEC in the university. We, as a committee, have been recognized because this term has been one of the most active years of the organization on campus and deans recognize our relevance. All this means that you do not have to study a specific concentration to develop yourself in it, I am an example of professional growth opportunities in AIESEC and I want members to also have the opportunity to develop.
Taking into consideration the changes in the Marketing area and the new customer flows, what are your main strategies to improve the synergy between Marketing and the other functional areas? Please provide action steps and implementation timeline. The change from COMM to MaC, and now marketing, have been different opportunities to grow as a committee. The truth is that it took us by surprise and we have to couple to them. However, there are necessary changes that have to be done to accomplish the rise and the impact that we want as a committee. This is why the key to meet with our goal, even though we have been through a series of changes, is our process of transition, continuing education through “Education days/webinars”, motivation, communication between the MC members, the workspace in Podio being shared without entering the private pages of the members and exchanges participants, SONA and continuing with the ELMs. If I am elected, I will like to send a brand audit addressed to each of the local entities and their markets to understand what they know and what not of how they must market AIESEC. All of the members, regardless of functional area, need to know how to sell our products. It is for this reason that MaC goes hand in hand with OD/IM, we are going to maintain the membership informed of the changes through education, as well oGCDP needs to work with marketing providing them with the necessary information to market the internships; and, not only that, but also for their own promotions. We must think as one. Before the quarters start, it is necessary to develop a good transition, in which the current MCVPs explain in detail all that has been happening in AIESEC in Puerto Rico and together define the plan for the next year. We need to take into consideration what occurred in order to not repeat the same mistakes. Also, we need to keep working during the summer if we want to have a productive year. The timeline seems to be pretty simple, because inside the quarters exist a lot of operations, but the main focuses are the ones mentioned.
MARKETING
My plans for smart marketing of our products are to make real packages. Before that, you should do a market study to determine the process to follow. The goal, target, channel and message will then be decided. We must be clear on what we are selling and to whom. Also, be realistic and aggressive when interacting with our market opportunities, both the youth and the companies. Before selling, we need to make sure to check that the image we are selling in the social networks, blogs and others are keeping the product and brand image you sell.
B2C – Business to costumer For B2C product I chose the Global Citizen for all committees. The issue is the cultural understanding to be able to sell. For example, Talk Project in Vitoria, Brazil. Goal - 5 matches in two weeks Target - Education, languages, social sciences students. Channel - Offline, with campuses in the campaign, promoters selling the project for a specific start date and an online campaign showing how amazing is Brazil. Message - #MóntateConTusPanas; "Go on an internship with 5 friends to teach languages in Brazil! By having a 40% discount off if you make the group.” B2B – Business to Business For B2B product I chose sponsors for Puerto Rico Youth to Business. I’m looking for money sponsors to develop the event. This strategy is taking into consideration when companies close their fiscal year. Goal – 4 $500 sponsors in 6 months Target – 20 well established companies with social responsibility, budget and focused on the young people Channel – Go directly to the companies with a personal proposal, in which you can show them “why” that specific company should sponsor the event by offering networking with students, social media exposure: TV, radio and newspaper exposure, etc. Message – “Being a sponsor and future partner with AIESEC is an opportunity to grow and gain relevance in the young generation; at the same time you are doing social responsibility.”
COMING SOON!
MARKETING
MCVP GOALS!
#LoImposibleNoEsBoricua
Re-branding of all AIESEC products Re-design of AIESEC in Puerto Rico blog Re-construction of all social medias 4,500 likes on Facebook, 300 Instagram Followers & continue posting on Twitter on a weekly basis Interactive website of AIESEC in Puerto Rico Two national offline campaigns to gain brand awareness and promote exchanges Implementation of external relations plan Global Village & Y2B
#LíderesBoricuas #PaLanteJuntos
EXTRA MARKETING!
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