August Marketing Meeting

Agenda

Fundamental Techniques in Handling People

“the ability to deal with people is as purchasable a commodity as sugar or coffee. And I will pay

more for that ability than for any under the sun.”

-John D. Rockefeller

If you want to gather honey, don’t kick over the beehive

The big secret of dealing with people

he who can do this has the whole world with him. he who cannot walks a lonely way

Be the best version of you.

Autumn appreciation

Marketing Flow

General Customer Flow

Aware

Appeal

Ask Act Advocate

General Customer Flow

Aware Appeal

Customer is in passive stage,

Brand awareness source : 1. Marketing and Communication 2. Community recommendation

3. Self-experience

Customer unconciously making list about brand

they curious about. They want More info about the brand

First impression is the key

to unfocused costumer

General Customer Flow

Ask

Act

Customer is in active stage They constantly ask and search

about brand through their community and the brand itself.

This stage is the important factor of purchase decision

The highest engagement between customer & brand

In AIESEC, customer already on ACT When they decide to purchase

Our product (registration)

Advocate

The phase where customer’s give advocacy/suggestion

to others about your brand

General Customer Flow

• People don’t know about aiesec

• First Touch with AIESEC trough @ Channel

People start know more and attracted with AIESEC – But they dont know completely about @ Programme

• People ask the opportunity trough online or offline channel

• Open the @ [OP]

• People decide to Sign Up

• Fill the Form or Personal data (Virtual or Physical)

• Looking Opportunity in Expa

• Go to Interview and selection

• Accept • Mou • Raise

• Back from internship

• People go to @ Community (IXP or promotor)

Aware Appeal Ask Act Advocate

Marketing Flow

AIESEC doing promotion to attract customer

The promotion needs to be attractive enough so customer can curious about our brand

AIESEC provide call to action platform for customer to ask and find out more about AIESEC. AIESEC also doing engagement to customer Call to action platform would be in 3 channel 1. Virtual engagement 2. Physical engagement 3. Website/social media

Aware

Appeal

Ask

Marketing Flow

AIESEC MUST follow up the customer (see follow up flow)

AIESEC provide consultation space for customer to apply.

There are two ways of people can apply to AIESEC

1. Virtual = Go directly to www.aiesec.or.id/register

2. Physical = Customer can have physical form and pay the adm fee before they have it. AIESEC will have more income, but AIESEC need to registrate the customer, who already bought the physical form, to Opportunity Portal. AIESEC will inform the customer about the username and customer complete their profile in OP

AIESEC can choose whether they want to use Virtual or Physical form or both based on their market type.

Act

Marketing Flow

Payment adm fee flow :

1. Virtual = When customer doing virtual registration, they will pay administration fee when they go to interview

2. Physical = When customer want to have physical form, they will pay adminstration fee (when they buy form)

The price of administration fee will depends on AIESEC itself

When customer pay the adm fee, they have right to have administration package

Act

Marketing Flow

Administration package standard =

1. Global Citizen/Global Talent/TXP Booklet

2. Parents Booklet

3. CV/Resumee template and example

4. Motivation Letter template and example

5. Frequently Asked Question List

6. Physical form (if customer buy form)

Act

Marketing Flow

In this stage customer also need to have AIESEC World Application so they can connect with our community.

(AIESEC World Application is customer’s option whether they want to install it or not)

Act

Marketing Flow

Before customer in realization stage, we can provide them design class, so our customer can learn more about how to make good article and report and also have workshop/training about presentation tools, video maker software and photo editing software.

(This also just recommendation for AIESEC, if they want to have the class or not)

Value Delivery

Marketing Flow

AIESEC will provide platform for customer to share their story. AIESEC will showcase the customer’s story in AIESEC’s channel.

AIESEC must provide channel for customer to be connect with AIESEC community. It could be Facebook group, AIESEC world App or Line Group

Advocate

Any questions?

Marketing Timeline

Marketing Timeline

Early Fighter :

Bandung, UGM, UA : start at 1st August (already confirmed)

Unhas, Unsoed, IPB : start at 1st August (haven’t confirmed yet)

PMBS, UNS, Unej, UPNVY, Undip, UI : start at 4th August

UMM, Unila, USU : start at 1st September

PU, Binus, UB : start at 2nd September

Surabaya : start at 3rd September

PLEASE UPDATE YOURS PERSONALLY!

Important Dates

Market research 2.0 : 1 – 7 August

Brand Audit : 6 – 9 August

National Direction

Marketing National BoardResponsible As you know, our EST has responsible in some entities to track their marketing operation. Here are the list of National Board responsible in each LC MCVP Marketing – Karina Ananta oGCDP and TXP = Bandung, UI, UB, Surabaya, Undip, UGM, UA oGIP = Bandung, UI, UB, Surabaya, UGM, UB, Unhas, PU oGIP Marketing – Tiffani Rinadha Undip, PMBS, UPNVY, Binus, UNS, Unila, IPB, UMM, Unsri oGCDP Marketing – Fhadeo Irwandy UNS UNHAS UNSOED UNSRI UNTAN UMM PMBS oGCDP Marketing – Soffa Wicaksana UPNVY BINUS UNEJ UNILA PU USU IPB UNEJ TXP Marketing – Jonathan Evan Halim UPNVY, Binus, UNS, Unhas, Unila, PU, IPB, UMM, UNSRI, Unsoed, UNEJ, Untan, USU, PMBS

August Brand Audit In August we will start brand audit. Brand audit will review all your brand activities and give recommendation. The scoring of brand audit in each month will effect Internal Audit scoring. Check Brand Audit and workspace to see the requirements The timeline will be : 1 – 2 August = Brand Audit standardization education 6 – 9 August = Brand Audit 10 – 16 August = Scoring and review The national board responsible to give review of your brand healthiness are : MCVP Marketing – Karina Ananta = UI, Bandung, UB, UGM, Undip, Surabaya, PMBS EST Brand Management – Mayesta Arientasya = UPNVY, Binus, UNS, Unhas, Unila, PU, IPB, UMM, UNSRI, Unsoed, UNEJ, Untan, USU

Market Research In August, we will have Market Research 2.0. The objective of the market research are to know which market that we can tap, set the goal in each target and message and channel in each target (GTCM) The timeline will be : 1 – 2 August = Market Research 2.0 delivery and education 7 August = Market Research 2.0 activities deadline 10 August = Market research 2.0 result deadline Prepare your team member before that so we can finish it on time and start marketing planning 2.0

Marketing Planning 2.0 After our market research done and we know GTCM and market type, national board responsible will reach you to create a very detailed planning to help our marketing activities. National board will help each LC to create strategy and define the goal of the strategy.

Please prepare your marketing concept, target and the timeline and make sure you already finished market research 1.0

The date would be around =

4th week of July – 2nd week of August = oGCDP

2nd-4th week of August = oGIP and TXP

Operation SOP In the end of July, all SOP will be completed. Please check the SOP and implement it in your planning.

For the SOP implementation in each LC will be checked in Audit, so please learn it. If you have any questions about our SOP, you can reach me personally by E-Mail or LINE.

DIGITAL MARKETING

GENERAL DIRECTION

AIESEC Indonesia TV

What? AIESEC Indonesia TV is one of the initiative to integrate all Youtube channel of every local entities from AIESEC Indonesia, under Integrated Virtual Promotion Platform project. This channel will only for external promotion platform, so no internal contents are allowed. For internal contents like local conference (that doesn’t invite externals), RnR for members, and any content that are not meant for externals can be uploaded on national internal Youtube channel, which is AIESEC Indonesia Team channel.

Why? To enhance the effectiveness of Youtube channel, because some entity are really utilizing Youtube and some doesn’t. By having integrated account, it can really improve the channel performance and stronger brand.

How? Each entity will have a video bumper (intro of each video made by EST) that will become the intro of all video from all entities. All entity are obligated to move to national channel, and delete the local channel. Timeline will be explained in this direction.

What to do? Inform your Brand and Creative (BnC) manager or anyone that will upload video about this, do not upload the wrong video in the wrong channel. Only upload external promotion video in AIESEC Indonesia TV, and internal content in AIESEC Indonesia Team. Also please inform you BnC Manager that there will be virtual Videography 101 class held by Digital Marketing National Board for the managers, to improve the quality of video content. Stay tuned!

Timeline

August

September

1st Week: Content and branding preparation

2nd Week: National education/guideline creation

3rd – 4th Week: AIESEC Indonesia TV campaign

1st Week: AIESEC Indonesia TV Launching

AIESEC Indonesia TV

Integrated virtual

promotion channel

What? As we know, Facebook is one of the channel that we’re going to integrate nationally. So the initiative is to stop inactive Facebook fan page of local entity and integrate them to national fan page.

Why?

How?

What to do? Because discovering an inactive Facebook fan page really harmful for our brand. So instead of keeping it, we will merge it altogether for stronger brand. What if you want to keep your fan page and don’t want it to be merged? Then you have to prove your Facebook fan page credibility by achieving a good social media analytic report. So if your FB analytic result doesn’t meet the target that you have stated before, then please merge you local fan page with national one. This will be a continuous cycle (it works like a probation of your role – if 3 reports show a bad result, then your page is going down.

In Podio, there’s a new app called Social Media Analytic Report. DM Team will send you a template in Excel format that you can fill with your analytic result, then upload it to Podio (yes, it is that simple). DM EST will review it and will keep in touch with you in order to keep the performance of Facebook fan page good.

Decide first do you want to keep your Facebook fan page or not? If you don’t/do want it, please approach Jazman to declare your statement about your Facebook fan page (to let him know whether you want to keep your local fan page or not). The direction will be there.

Timeline August

September

1st Week: Statement confirmation from each entity

2nd – 4rd Week: Page conversion campaign creation and preparation

Integrated Promotion Platform

October

• Whole month: Page conversion campaign through mainstream channel • (Local page start to share contents from national fan page, mixed with local contents.

Portion: 50:50) • (Local page starts to post contents on national fan page)

Whole month: Page conversion campaign through mainstream channel (Local page start to share contents from national fan page, mixed with local contents. Portion: 20:80)

Timeline

November

December

Integrated Promotion Platform

• Whole month: Page conversion campaign through mainstream channel • (Local page are finishing to share contents from national fan page.

National contents are mixed with small portion of local contents. Portion: 80:20)

• (Local page intensively start to post contents on national fan page)

Whole month: All out page conversion campaign through mainstream channel

Est dm support The ESTs will give advice and support to all entities, so you can contact them

for help regarding Digital Marketing

GIVARIRIZKY PUTRIARMADIYANTI KUKUHSUDIBYO

Bandung UGM UA Surabaya Undip PMBS

PU Unila UB UI UMM Unhas UPNVY UNS

Unsri Unej Binus IPB Untan Unsoed USU

Local entity advisors

AIESEC in PMBS AIESEC in Surabaya AIESEC in Surabaya

Website timeline

Timeline

August 1st Week: National website relaunch campaign

2nd Week: Full scale website launching

Website Relaunching

(Insert project/goal name here)

(Insert time, example: June-July 2015)

1. Edit your content matrix and timeline on slide 5 and 6. 2. If necessary, you can duplicate slide 5 and 6 according to the number of your plan (example, content

matrix for Youth Speak and Global Leader recruitment) 3. You can have multiple content matrix, but the timeline is merged.

Aware

Read article

Outbound: door hangers

Articles, posters

• 5 Reasons why you should not go abroad ( EP Story)

• Don’t share this poster!

The conversion goal is to make people aware about the event, so during this period I will share contents that make people understand AIESEC value first.

How to make people aware? Hmm maybe I’ll share an article that reflects AIESEC’s value which is leadership, but it has to make people be curious to read the article! So I will make people read the articles first in order to create the awareness.

Door hangers! I will go with this title: “5 Reasons Why You SHOULD NOT Go Abroad”. When people read that, there will be this feeling of a door hanging instead of closed…Hopefully people will fall for it!

The form should be an article with pictures…but in order to promote the article and make people want to read it I need something visual. Maybe a poster to attract people’s curiosity will help?

And BAM! Here we have the content title, and we can start making the article! The EP’s story of doing social projects abroad will reflect the EP’s journey of acquiring intense experience which changes him a lot – so that affects his leadership skill. People will be aware about AIESEC programs and will look for further stories!

Conversion Goal

Phase Name

Content Method

Content Format

Content Message/Topic

Aware Appeal Ask Act Advocate

Conversion Goal Conversion Goal Conversion Goal Conversion Goal Conversion Goal

Contact Method Contact Method Contact Method Contact Method Contact Method

Content Format Content Format Content Format Content Format Content Format

Content Message/Topic

Content Message/Topic

Content Message/Topic

Content Message/Topic

Content Message/Topic

Content Matrix Title (Goal) (Landing site)

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1 2 3 4 5 6 7 (Month)

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30 31

You can duplicate this slide if your content matrix spans more than one month.

Put the period duration and contents in this timeline.

Global Leader Brand Guideline of Team Experience Program

AIESEC in Indonesia 15/16 Approved by : Karna Ananta, MCVP Marketing

Global Leader Global Leader is a program for young leaders to enhance their

leadership skill through practical team experience, for they are the future change agents. Global Leader is divided into 5 sub-products,

and each applicant can apply for different sub-products according to which topics that they prefer.

Key Message Leadership, global mindset and

managerial skill development for youth through practical team experience.

Tagline “Seize the opportunity for

a better you”

Our Main Logo

Our Color Codes

Our Sub-Product

TXP Marketing Planning

TXP Backward Planning

Be the best version of you