SMTC Marketing Output

Lucas ZhangMC VP MarComm , AIESEC in

MoC

1.Fundamental change in MarComm

Responsible for leads generation of B2C Marketing & B2B Marketing

Great content drive brand awarenessKnow your product & market first

• Essence/brand position/benefits• Student market & corporate

market(who/where/how)Design your key messagePackage your key messageUse different ways to deliver the key message

Conversion rate drive actual buying behavior

Digital Marketing in enlarging brand awareness

Online platform is not just for showcasing but for marketing

Digital consumer behavior research Digital marketing ‘s linkage with conversion

rate

Customized Experience Delivery to satisfy customers

Marketing content in every part of customer journey

Customer community management• Content collection in promoter stage • Returnee story marketing

MC － LC Collaboration to deliver Consistent Brand Experience

National brand toolkit and product marketing guideline

NST building to drive marketing resultsLC participate in national taskforce to

implement national strategyBrand touching points management (one

AIESEC , one Voice)

For oGCDP & oGIP

Powered by

Insert tmp tlp CF here

stranger visitor promoter

MC MarComm

National product marketing guideline （ VI & Communication

Plan ） Executes digital

marketing nationally with clear calls-to-action.

PR management to drive more traffic to website

Coordinate LEADS management ：Standardized emails at every point, leads automatically get next step

Tracking leads management on every level

National Campaign Design

PR showcasing

LC MarComm

customize product packaging according to local market situation

Localized digital marketing strategy

physical marketing events to enlarge brand awareness

Leads nurturing ：

opportunity marketing physical events support

Story Collection Local PR

showcasing

For other part ， MC will design national template of materials delivered to customer ， and LC is responsible for implement it.

For iGCDP & iGIP

stranger visitor

customer

promoter

MC MarComm National Website Page （ content marketing & SEO & LEADS management ）

National product Brand Tookit （ VI ）

Buddy Program Launch

PR drive media exposure to drive traffic

Opportunity marketing materials template

(Design & story telling template)

Cross-culture EwA activity design(GCDS,etc)

National Showcasing Campaign

Showcasing Campaign

LC MarComm Local sales proposal Buddy Program

promotion Implementation

Implement LC ICX opportunity marketing materials to trainee

Local Activity execution;Local marketing campaign(Discover China);Media Communication

Story Collection

Local showcasing

• MC Level will be responsible for B2C marketing & B2B marketing

• LC Level focus on B2C marketing , for B2B just follow national standard.

Contents in this camp

• Digital Marketing Strategy• Product understanding & JD

clarification• Public Relation• Skill Training• New team structure• Planning Guidance

2.oGIP MarketingJust Imagine!

Lucas Zhang

How we do oGIP marketing now ？

What is marketing ？

Principle of Customer Value

Principle of Differentiation

Principle of Segmentation, Targeting, and

Positioning

Know what you can sell ？

Know what you can sell ？

Know how to introduce ？

Know how to make him buy ？

Product understanding

Student Market understanding

Promotion

Conversion

Product UnderstandingWhat is oGIP ？

Why oGIP is competitive ？One example ？

10 min

Core competency ：

InternationalProfessional

Entrepreneurial

Market UnderstandingDraw a picture of your potential customer

10 min

Grade ？College ？

Personality ？Emotional Status ？

What is he busy with now ？Where to get information ？

Personal Network ？Where you can approach them ？

Promotion － Content

How to make our brand message more sharp ？

why International is important ？why professional is important ？

Why entrepreneurial is important ？Why global competency is important ？

How to make it more vivid ？

10 min

Promotion － Channel Planning

What is the channel you can approach your target ？

Where we can tell our story

Poster ？ Brochure ？ Event ？ Word of Mouth ？Can we give an analysis

5 min

Right Place ， Right Time ， Right Content

Don’t Forget the Conversion!Follow the potential customer!

Nurture the LEADS!

Let’s talk about chasing after a girl

Know her contactChat with her online

Chat with her online more oftenLaunchMovieGift

Express your loveMatch

………….

In different periodCustomer have different needs

We should fulfill their needs

Online & OfflineTo Provide

the best customer experience

For LC VP MarComm & oGIPPlease Clarify your synergy part

20 min

3.oGCDP MarketingJust Forget what you are

doing ！Lucas Zhang

How we do oGCDP marketing now ？Which LC is the best one in marketing ?

Why? Which part is good?

5 min

What is the Essence of Global Citizen Program ？Why many of us promote this program like travel

agency ！

What is marketing ？

Principle of Customer Value

Principle of Differentiation

Principle of Segmentation, Targeting, and

Positioning

Know what you can sell ？

Know what you can sell ？

Know how to introduce ？

Know how to make him buy ？

Product understanding

Student Market understanding

Promotion

Conversion

Product UnderstandingWhat is oGCDP ？

Why oGCDP is competitive ？

International Team ExperienceGlobal Citizen Awareness

Culture Experience

Market UnderstandingDraw a picture of your potential customer

10 min

Grade ？College ？

Personality ？Emotional Status ？

What is he busy with now ？Where to get information ？

Personal Network ？Where you can approach them ？

Promotion － Content

How to make our brand message more sharp ？

why International team experience is important ？

Why global citizen awareness is important ？Why culture experience is important ？

How to make it more cool ？

10 min

Promotion － Channel Planning

What is the channel you can approach your target ？

Where we can tell our story

Poster ？ Brochure ？ Event ？ Word of Mouth ？Can we give an analysis

5 min

Right Place ， Right Time ， Right Content

Don’t Forget the Conversion!Follow the potential customer!

Nurture the LEADS!

Let’s talk about chasing after a girl

Know her contactChat with her online

Chat with her online more oftenLaunchMovieGift

Express your loveMatch

………….

My NKU oGCDP none peak experience

100 raise in 2 month

For LC VP MarComm & oGCDPPlease Clarify your synergy part

20 min

4.TMP MarketingJust be more smarter

Lucas Zhang

How we do member recruitment ？

Do we need so many applicants ？

We need qualified candidates ！

Why P&G is so famous in job seeking season

Employer Branding

Employer Branding is about…

Who

HowWhat

What Mars Does

• Who: – Top quality high potential (learning agility) students who

have a hunger for career success• What:

– Our focus is Mars unique culture– The great career opportunities Mars offer

• How:– We try to reach to our target students directly– We do in-depth communication instead of mass promotion– We tell stories– We show the career map to students

• We try to separate branding from recruitment – branding is a long term thing

What About AIESEC in China?

Who

HowWhat

Who

• Target Right– 5 min Discussion: Categorize your target

students into a few groups, describe their key differences,

– 5 min Discussion: Find out what they need in university life respectively

– Do profile analysis of your successful members, find their common background

– Summarize where the AIESEC alumni go after graduation (e.g. how many went to MNC?)

– Design the communication / promotion specifically for the target students

What

• 5 min Discussion: What is the image you have in your target students now? What do you need to change / continue?

• Have a unique and unified brand image is key– 10 minutes Discussion: What is the image you want to

show to your target students? (Please keep it simple, in one or two sentences)

– Highlight your most attractive points (e.g. largest student org.? International experience?)

• Keep it focused, don’t say too many different things• Find a slogan (global one?), and an representative

image, and keep using it• Design a clear development road map in AIESEC

How

• 5 min Discussion: What’s the most effective communication channel for AIESEC so far?

• Dos:– Find role models from AIESEC alumni who has career

success, and organize sharing sessions at department /college level

– Recognition from university / teachers, at least on the improvement of organization skill being AIESEC’s member, English, AIESEC’s effort in driving sustainability, student development, etc.

– Find the most effective promotion channel• Head-hunter (referral)• Endorsement from your partners?

• Don’ts:– Don’t just say what the target students want to hear. Make

what you want to say attractive to them– Pay attention to the activities you do, and the messages you

deliver in them – don’t mix your image

Q&A

5.Brand Management

Branding 是啥

Marketing vs Branding

• Marketing is more of tactic• Branding is more of strategy

What is Brand Management ？

Brand Identity SystemBrand Communication

Brand Identity System－ Build who you are

Essence

VI AuthoritativeImage

EmotionalBenefit

Functional Benefit

BrandPersonalit

y

IdealCustomer

Brand Communication Achieve

the brand growth

Industry Analysis

Consumer Analysis

Competitor Analysis

BrandIdentity

ExternalCommunicati

on

InternalCommunicati

onVI

Brand TouchPoint

Management

AD

PR

WoM

LOGO

VI

BTP design

Process

CRM

Education

LC culture

Brandcommunication

Advertisement vs PR

AD ： Brief the key messagePR ： Deliver the key message to different stakeholder to influence

customer

WoM

Product qualityCustomer Community

LC internal marketing education

Dos and Don’ts

Customer Experience Management

• Customers are not loyal

对于消费者来说，品牌是 . . .

• 体验的提供者 : 在每一个消费者的接触点，为他们提供愉悦而独特的体验

促销 卖场

网络

口碑

产品

促销员

服务广告

品牌体验是……

• 在所有的接触点上为品牌创造事件、 故事、具戏剧性的、有趣的一切。如今的消费者不只是为产品和服务付费，他们为品牌创造的一切吸引人的体验而付费。

品牌体验领域

提供与所属社群团体等的关系及关联性的体验

人体 5官感觉的体验.刺激视觉 ,听觉 ,触觉 ,嗅觉 ,味觉的体验

促进行动的变化及生活型态的变化等的体验

.刺激使产生思考、想像力及好奇心的体验 .头脑、知性、以左脑感觉

.换起气氛及感情、情绪的体验

.心情、情绪、以右脑感觉

Sense：感官

Feel：情感

Think：思考

Relate：社会关系

Act：行为

Brand Promise

Different Brand Touching Point

List AIESEC’s BTP with students

Some other tips

• Brand Management need planning & design,it is not equal to brand image.

• Brand Equity is not just brand image.• Internal brand communication is very

important.• Focus more on brand expereience.

AIESEC Brand as a whole:更大的世界，更好的自己

Better World , Better Self

Marketing in our industry

• Long consumer journey 1.brand awareness 2.conversion strategy （ Follow ）

• students can’t make decision because their parents pay

1.marketing to students 2.maketing to parents

• our functional benefit should be more clear and calculated

1.Authorative endorsement 2.design the returnee sharing

• Word of Mouth marketing & KOL marketing

1.make returnee like a star 2.target sales

• Be professional 1.manage all the brand touch points 2.showcasing our selection rate

• Consumer community 1.communication platform 2.package sales

• Empathy 1.consumer decision making process analysis 2. be patient

6.New function structure

Our Current Bottleneck

Not Enough HRNot Clear JD

Lack of trackingLack of evaluation

system……

Align with your LC reality & MC

Direction

VP MarCommConsumer

insight manager

DM Manager Tier4 ：50 oGCDP & 5 oGIP

In this period ， MarComm’s main JD is to research student market and coordinate product marketing(TMP/oGCDP/oGIP)and brand touching points management.MarComm should follow national direction and implement national standard.X function is final responsible for marketing result.

VP MarComm daily JD ： coordinate online marketing （ such as polish the content ）／ media communication, campus relationship ／ physical activity management

Consumer insight manager ： conduct marketing research to gain consumer insight ）／ key opinion leader relationship managementDigital Marketing Manager ： mainly responsible for graphic design(OGX material, ICX material)

VP MarComm

Consumer insight

manager

Digital Marketing Manager

（ GCDP ）

Digital Marketing Manager（ GIP ） Tier3 ：

100 oGCDP & 20 oGIP

With more experience in student market understanding,in this stage MarComm has shown great taletn in product packaging and begin to take more important role in OGX online raising.

VP MarComm daily JD ： Leading online marketing strategy ／ media communication, campus relationship ／ physical activity management

Consumer insight manager ： conduct marketing research to gain consumer insight ）／ key opinion leader relationship management

Digital Marketing Manager （ GCDP ）： be responsible for online promotion of 2 GCDP function(design+content)

Digital Marketing Manager （ GIP ）： be responsible for online promotion of 2 GCDP function(design+content)

Tier2 ：200 oGCDP &50 oGIP

VP MarComm

Consumer Insight

manager（ events

）

Consumer Insight

manager（produ

ct）

DM Manager（ Design

）

DM manager（ GCDP Content

）

DM Manger

（ GIP Content

）

PR Manager

MarComm function begin to playing the marketing role in new customer flow, with the responsibility to drive sign-up through marketing strategy, while OGX is responsible for nurturing leads to qualified leads.

VP MarComm ： lead marketing strategy in student marketing with the focus in consumer insight/product marketing &PR

Consumer Insight Manager （ product ）： conducting marketing research for current exchange product

Consumer Insight Manager （ events ）： EwA activity R&D

DM manager （ Design ）： local campaign & promotion material design

DM manager （ GCDP Content ）： GCDP content marketing

DM manager （ GIP content ）： GIP content marketingPR manager ： media communication/campus relationship/PR alliance building

VP MarComm

Consumer Insight manager（ events

）

Consumer Insight

manager（product）

DM Manager（ Desig

n ）

DM manager （ Desi

gn ）

DM Manger（ GCDP content

）

DM Manager

（ GIP Content）

PR Manager

Tier1 ：500 oGCDP &100 oGIP

MarComm function ‘s JD is playing more mature marketing role in new customer flow, with the responsibility to drive sign-up through marketing strategy, while OGX is responsible for nurturing leads to qualified leads.And in this period ,Marcomm can localize your HR plan through your marketing performance

VP MarComm ： lead marketing strategy in student marketing with the focus in consumer insight/product marketing &PR

Consumer Insight Manager （ product ）： conducting marketing research for current exchange product

Consumer Insight Manager （ events ）： EwA activity R&D

DM manager （ Design ）： local campaign & promotion material design

DM manager （ GCDP Content ）： GCDP content marketing

DM manager （ GIP content ）： GIP content marketingPR manager ： media communication/campus relationship/PR alliance building

7.Skill Training

Marketing Research

Business ObjectiveResearch Objective

Tacticsanalysis

Social Media Management

Channel PositionWhy the students need your platform?

The Social Customer

Social DesignDesigning a campaign & content with triggers to get people talking and

sharing. We do this using “Word of Mouth drivers.”

Creative fueled by Social Design becomes remarkable.

✔

✔

✔

✔

✔

✔

The Word of Mouth Drivers推动 WoM 的点

Value Exchange Have we offered a clear value exchange?

Disruptive Idea Have we surprised or challenged expectations?

Great Story Do we have a great story with emotionaland rational interest?

Fresh Interest Do we have something new or interesting to talk about?

Social Proof Can people show their involvement to others in the group?

Creative Participation Do we invite people to play a creative role?

EwA Activity Design

PRINCIPLES of ENGAGEMENT with AIESEC

• Align with the WHY, HOW & WHAT of AIESEC

• Align with the AIESEC Values • Enable individuals to understand the

value of AIESEC’s experiential leadership development platform

• Provide value to the individual participating in the activities Aim to create promotors or ELD customers for AIESEC

Engage Whom• Segment• Target

How can we multiply our event’s effect:Working with existing networks of young people is one way that we can rapidly engage more people whilst running Engagement activities.

• YOUTH ALLIANCES We need to work with existing youth organizations to increase the number of people that take part in engagement activities. We need to find mutually beneficial youth alliances with other membership organisations.

• Virtual SpaceContent is King!

• Open ( 参与感）• YOUTH ALLIANCES • We need to work with existing youth organisations to • increase the number of people that take part in

engagement activities. • We need to find mutually beneficial youth alliances with other

membership organisations. Let’s design together ！

*Message Map

– Twitter － Friendly Headline• Key Message 1

– Supporting Message 1– Supporting Message 2

• Key Message 2– Supporting Message 1– Supporting Message 2

Let’s try

my bring back?

• NCF give us opportunitiesBe result-driven

• Marketing LogicBrand AwarenessConversion

• Brand LogicEvery Touch Point Matters

• Principle of customer value

• Principle of differentiation

• Principle of STP

• The best marketing way is to go back to your market

• Truly put the customer in the bottom of your heart

• Marketing is about touching hearts , and always will be