Marketingwebinar

8/18/2019 Marketingwebinar

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Fundamental Changes:Marketing & PR


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Flow

Clarity of the

Why Future of MKTG

Making It

Happen


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WHY?W

NO


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Powered by

Purpose

Our organizational stand

-

Leadership

development

Becoming truly

customer centric

Our co

p


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Less walls between us and the customer.

- Marketing people’s involvement in conversion strategies will be even higher.

- The whole membership will be more involved with marketing strategy.

- Digital ecosystems will play a crucial role in driving sign-ups.

- A new «internal marketing» concept will start existing-

Impac


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Future of marketin


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We are involvedIn all the Customer flows!


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Powered by

Insert tmp tlp CF here


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To do: Analyze customer flows and main MKT responsib

What’s new?


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Key Changes:

Sign Up W E MA

R K E T T H E

E X P E R I E N C E


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Key Changes:

APPLY

W E P R O M

O T E T H E

O P P O R T U N I T


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Key Changes:

APPLY W E P

R O M O T E

T H E

O P P O R T U N I

T Y


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Key Changes:

REALIZE W E C O L

L E C T T H E

S T O R Y


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Key Changes:

REALIZE W E C O L

L E C T T H E

S T O R Y


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Key Changes:

COMPLETE W E T E L

L T H E

S T O R Y


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Key Changes:

COMPLETE W E T E L

L T H E

S T O R Y


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Key Changes:

UPSELL W E P R O

M O T E N E W

O P P O R T U N I T

I E S

K Ch


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Key Changes:

UPSELL W E P

R O M O T E

N E W

O P P O R T U N I

T I E

So, how does Our


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,

job look like?

Experiencemarketing OpportunityMarketing ProMar

Marketing never stops.


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Program

By program

KPIs and deliverables for TMP/TLP, GCDP and GIP


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incoming

GIP


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ACT IV IT IES

GIP• STRANGER: Market Analysis, Brand Positioning, Sub-brands definition according to your entity

partnerships and market focus. B2B PR. • VISITOR: Optimize website with corporate-friendly information, have ORS in place, provide clear sales

material to your entity.

• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can see it!) and Organization

Page is attractive enough.

• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and

reporting milestones

• REALIZED: Showcase Company’s story in your Global Talent materials. Focus on the Leadership

Development Model elements and inbound content (culture, learnings – easy-to-share content) for acorporate audience.

• COMPLETED: Use NPS to adjust your product packaging, start marketing the opportunity of new interns.

• PROMOTER: Collect endorsement and referrals for other corporate leads.

#

# o

# en

# inbo

C O

M

Opportu

Applic

Time t

outgoing

GCDP


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ACT IV IT IES

GCDP• STRANGER: Market Analysis, Brand Positioning, Sub-brands definition according to your entity

partnerships and market focus • VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.

• LEAD: Promote the specific opportunities, as anyone can see them! Strong synergy with oGCDP

Operations to understand TN’s value proposition.


reporting milestones

• REALIZED: Showcase Interns’ story in your Global Citizen materials. Focus on the Leadership Development

Model elements and inbound content (culture, learnings – easy-to-share content)

• COMPLETED: Use NPS to adjust your product packaging, start marketing new opportunities! • PROMOTER: Engage the EP in events and with media, upsell (TLP? GIP?), capitalize on re-integrated EP for

leads generation through referrals.

tim

# sto

C O

M

App

Tim

Sign

incoming

GCDP


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ACT IV IT IES

GCDP• STRANGER: Market Analysis, Brand Positioning, Global Citizen Sub-brands definition according to your

entity partnerships and market focus. B2B PR. • VISITOR: Optimize website with NGO-friendly information, have ORS in place, provide clear sales material

to your entity.

• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can see it!) and Organization /

Project Page is attractive enough.


reporting milestones for impact measurement

• REALIZED: Showcase Organization’s / Project’s story in your Global Citizen materials. Collect quality

content through the whole realization period, focusing on Leadership Development Model and user-friendly inbound content.

• COMPLETED: Use NPS to adjust your product packaging, work on impact measurement reporting.

• PROMOTER: Showcase impact reporting, generate related content as thought leadership piece, open new

opportunities and leads.

# o

# en

# inbo

C O

M

Oppor

Appl

Time


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Conversion

rates

How does our backwards planning evolve?

Disclaimer


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Disclaimer

• It’s the first time for our organization to work with these custom

• Most of the rates are based on estimations.

• When in doubt, plan for more!

outgoing

GIP


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GIPo p e n

M AT C H e d I n p r

o g r e s s

R

20% 40% 90

3280400

outgoing

GCDP


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GCDPo p e n

M AT C H e d I n p r

o g r e s s

R

20% 70% 75

5680400


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SYNERGY TO GENERATE APPLICATIONS


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DIGITAL TO DRIVE TO GIS

EXPERIENCE & OPPORTUNITY TO GENER

SIGNUPS AND APPLICATIONS

Content TO ATTRACT, RETAIN, POSITION.


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Your LCHow to bring this change back home?

How will this change my goals according to the customer flow


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Thank you!

QUESTIONS?

Documents

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