ogip raising for fruit peak

oGIP Raising for Fruit

Peak

MC VPs oGIPMC VPs oGIP MC VPs MrkMC VPs Mrk MCPsMCPs

Useful info for…

What is fruit peak??June, July,

August Realizations

June, July, August

Realizations

In order to reach the top,

We need to start climbing RIGHT NOW!

In order to reach the top,

We need to start climbing RIGHT NOW!

YES. We need to raise MORE right NOW!

YES. We need to raise MORE right NOW!

Let’s Get Started!

How to set up a fast and smart marketing campaign to raise

more for fruit peak!

The global unemployment rate among 15- to 24-year-

olds was estimated at 12.6% in 2013, with 73 million

people jobless worldwide.

As much as you want to change the world. You

also need to know how to change it.

How do you sell something you don’t

believe in?

You Don’t.

believe in it.

To sell a product effectively. You

first need to

Marketing is not just about promotions but something bigger with a purpose. Our

Purpose. Our Purpose.

To connect a solution to the

prospective customer’s problems that they may or

may not realize yet.

To connect a solution to the

prospective customer’s problems that they may or

may not realize yet.

So you see.

This is why value needs to existin every aspect of your marketing.

Be more than your graphics. Be about something bigger.

Embed the soul of the organizationinto piece of what you do.

The challenge?

A leaking funnel in conversion processes

A leaking funnel in conversion processes

Tier 1 & 2

Tier 3 Lead Generation: How to attract the

right profile

Lead Generation: How to attract the

right profile

The season is ripe of opportunity.

We need to pick our “fruits” in this peak.

Launch a simple & powerful marketing campaign throughout April that is focused and collaborative.

How to squeeze the last “fruits” of the season:

Then promote in May for the last chance to raise and match people

Let’s see how we attract more people

for fruit peak!

“Well executed marketing campaigns work in harmony like a conductor

managing an orchestra”

Let’s spend a moment on how to design and launch an effective

campaign

But before we launch..

Your content will be the fuel for your marketing

campaign

Smart Marketing begins with understanding of customers.

Then to fuel up your marketing strategy with content and delivery.

Your Content Strategy is Key to your marketing

success

Smarketing improves your

entire lead generation and

conversion funnel

How?

By Designing around the Customer

Key Pillars of Smarketing

Awareness [ ATTRACT ]Awareness [ ATTRACT ]

Consideration [ CONVERT ]Consideration [ CONVERT ]

Decision Making [ CLOSE ]

Decision Making [ CLOSE ]

Awareness [ ATTRACT ]Awareness [ ATTRACT ]

Consideration [ CONVERT ]Consideration [ CONVERT ]

Decision Making [ CLOSE ]

Decision Making [ CLOSE ]

Goal Goal TargetTarget Channel Channel MessageMessage

Goal Goal TargetTarget ChannelChannel MessageMessage

Goal Goal TargetTarget ChannelChannel MessageMessage

Smarketing is Effective Content Marketing

So how do we develop smarketing

around our products?

Speaks to one target audience interested in teaching internship.

Focuses on a specific profile.

Content Marketing helps:

Improve your entire conversion process due to

stronger and focused messaging

People are clear on what the product is

People are clear on what the product is

People are clear on if they are the right

profile

People are clear on if they are the right

profile

People are given just enough

information so they are curious

People are given just enough

information so they are curious

People understand the value of what you’re offering

People understand the value of what you’re offering

Right Profile. Right Product.Right Time.

Objective: To set the right expectations throughout the process that lead to better conversion rates

Awareness [Attract]:

- What’s the Product?

- How does this help me?

- Why should I care?

- Who is it for?

Awareness [Attract]:

- What’s the Product?

- How does this help me?

- Why should I care?

- Who is it for?

Consideration [Convert]

- What skills are required?

- Where can I go?

- How long can I go?

- What’s the process? $$?

Consideration [Convert]

- What skills are required?

- Where can I go?

- How long can I go?

- What’s the process? $$?

Decision Making [Close]:

- Communication and Follow Up

- Reinforcement of value proposition

- Showcase past experiences

- Help them envision the journey

Decision Making [Close]:

- Communication and Follow Up

- Reinforcement of value proposition

- Showcase past experiences

- Help them envision the journey

Why? What? How?

To provide 300 senior university students who are graduating soon

on Global Talent Teaching Internships in India, Colombia, Brazil

this Summer for 3 months.

To provide 300 senior university students who are graduating soon

on Global Talent Teaching Internships in India, Colombia, Brazil

this Summer for 3 months.

What is your end goal? Everything you do from this point is to drive

the end goal.

To send students abroad!

What is your end goal? Everything you do from this point is to drive

the end goal.

To send students abroad!

G T C M

Goal: 300 EP’s raised. With a 50% conversion rate — you will need 600 qualified leads.

Target: Senior University students in English, International Relations, Business looking to develop their language skills

Goal: 300 EP’s raised. With a 50% conversion rate — you will need 600 qualified leads.

Target: Senior University students in English, International Relations, Business looking to develop their language skills

Channel: - Offline promotion: University (Events, Classroom Talks, Booths, Newsletters)- Print (3 Flyers for the 3 countries)

- Online Facebook & Website campaign - Email Marketing for Follow Up & Nurture

Channel: - Offline promotion: University (Events, Classroom Talks, Booths, Newsletters)- Print (3 Flyers for the 3 countries)

- Online Facebook & Website campaign - Email Marketing for Follow Up & Nurture

Message: Teach abroad this Summer and impact entire communities through education. Develop yourself while developing the potential of others. Keywords: Impact, Develop, Teach, Educate,

Message: Teach abroad this Summer and impact entire communities through education. Develop yourself while developing the potential of others. Keywords: Impact, Develop, Teach, Educate,

Content Creation Workflow Example:

Awareness [ ATTRACT ]Awareness [ ATTRACT ]

Consideration [ CONVERT ]Consideration [ CONVERT ]

Decision Making [ CLOSE ]

Decision Making [ CLOSE ]

Graphics CTA:5 Things Every

Aspiring Teacher Should Know”

Graphics CTA:5 Things Every

Aspiring Teacher Should Know”

Social Media CTA: “3 Destinations That Will Change Your

Life”

Social Media CTA: “3 Destinations That Will Change Your

Life”

Lead Generated Lead Generated

University Booth or Event — Physical

Offline Promotion

University Booth or Event — Physical

Offline Promotion

Day 1: Email: Send “Explore Destinations for Teaching Abroad.” Day 1: Email: Send “Explore Destinations for Teaching Abroad.”

Day 7: Email: Send “Our Internship Process in 5 steps.”

Day 7: Email: Send “Our Internship Process in 5 steps.”

Day 20: Email: Send “Success Stories of Going Abroad.”Day 20: Email: Send “Success Stories of Going Abroad.”

Lead Converted - EP RAISED Lead Converted - EP RAISED

Rolling Event: Exciting Information Session on Internship

Rolling Event: Exciting Information Session on Internship

Follow up

Follow up

Day 40: Inspiring Email focused on connecting EP to vision

Day 40: Inspiring Email focused on connecting EP to vision

Day 55: Provide Tips for Cultural Integration and Going Abroad

Day 55: Provide Tips for Cultural Integration and Going Abroad

Assuming 60 day gap between lead generated and matched Assuming 60 day gap between lead generated and matched

cccc

Email Example

Did you know?• 91% of consumers check their email daily

• 48% of emails are opened on mobile devices

• Only 11% of emails are optimized for mobile

• 35% of email recipients open email based on the subject line alone

• 91% of consumers check their email daily

• 48% of emails are opened on mobile devices

• Only 11% of emails are optimized for mobile

• 35% of email recipients open email based on the subject line alone

Powerful Emails

• Have a compelling subject line that connects value or curiosity

• Have a compelling subject line that connects value or curiosity

• Subject line has 50 characters or less • Subject line has 50 characters or less

• “Teach Abroad this Summer!” • “Teach Abroad this Summer!” • “Change Your Life This Summer by Teaching.” • “Change Your Life This Summer by Teaching.”

• Visualization of what you’re communicating• Visualization of what you’re communicating

• Personalization • Personalization

Ex: Opportunity Newsletter•Example of a JD•Put the mainly requirements•Focused in specific profiles •Gather mailing list with the university•Adapt for your local reality•Adapt in order to be used for different channels

•Insert deadlines for applications•Showcasing

Email segmentation

Segmented and more targeted perform significantly better

than blasted emails.

Segmented and more targeted perform significantly better

than blasted emails.

Your e-mail should generate curiosity and desire for interest

in the program so they click the CTA

Your e-mail should generate curiosity and desire for interest

in the program so they click the CTA

Concise, powerful and “bite-sized”

Concise, powerful and “bite-sized”

1.Launch a simple and powerful marketing campaign both nationally (online) and with

your LCs!2.Base your marketing campaign on your

products and partners3.Make your customers go through awareness,

consideration and decision making by using the right content!

ConclusionsConclusions

Let’s see how we convert more

people for fruit peak!

What do we convert for a massive GIP

peak?

What do we convert for a massive GIP

peak?

Time is running out, we need to convert more than ever!

Use the most effective way you

can currently convert

OP?OP? Podio?Podio? Other?Other?

What is my conversion plan?

Understand the current state of conversion; the gaps and the strengths

Figure out what can happen in the short termGet responsibles in your LCs to do it now!

High conversion?

High conversion?

You need to attract more of these people!

Low conversion?

Low conversion?

Target the right people!Communicate your message in a better

way!

What is your conversion challenge?

Conversion goes beyond online

systems,Its about engaging

your potential customers & giving the right incentives

to go down the customer flow.

Check the information flow on your online channels

Tips for fast conversion

Automated Emails

Automated Emails

Head hunting

right profiles

Head hunting

right profiles

Replying via email or

phone in 24h

Replying via email or

phone in 24h

Newsletter to customer segments

Newsletter to customer segments

LC responsibles

for conversion

LC responsibles

for conversion

Clear information flow locally

and nationally

Clear information flow locally

and nationally

A specific product with

partners, timeline,

DDL

A specific product with

partners, timeline,

DDL

Special ‘fruit peak’

opportunties: incentives

Special ‘fruit peak’

opportunties: incentives

Optimize process

based on partnership

Optimize process

based on partnership

Bulk selection for

Teaching

Bulk selection for

Teaching

Customer based

matching

Customer based

matching

Showcasing experiences & external

topics

Showcasing experiences & external

topics

What can happen now?

What can happen now?

Keep it simple & communicate clear to LCs!

Wrap upWrap up

Product & right EP

education

Product & right EP

education

Product & EP profile

sheets, sales pitch sheets

for a clear message!

Product & EP profile

sheets, sales pitch sheets

for a clear message!

What can you do right now?

Use practical conversion tactics to

convert like never before!

Use practical conversion tactics to

convert like never before!

Set up a simple and powerful

marketing campaign using

the right content &

Increase the amount of

recruitment cycles!

Set up a simple and powerful

marketing campaign using

the right content &

Increase the amount of

recruitment cycles!