Marketing Structures

OGX (oGIP + oGCDP)

START UP LC0-10 Realisations LCVP Comm/

Marketing

Member 1 Member 2

KPI:• Number of EP’s Raised

(that fit the right Matchable EP Profiles)• # of Leads/ Registrations from each strategy• Increased Conversation Rate from Sign up to

Raise

NOTE: • Marketing team has 1-3 members (including

LCVP)• Marketing Team needs to focus on

establishing their market penetration for just 1 Programme (oGIP/oGCDP) and just 1-2 Sub-products/ Issues under this programme

10 to 40 Realisations

30 to 70+ Raised

50 to 150+ Sign ups

(Ideally, Sign up to Raise Conversion rate is greater than 30%)

Sample Backwards Planning:

This means that recruitment activities must be focused enough to get this number of registrations from the right target market

Based on Statistics, how many Raises do you nee to get this many realisations?

Based on Statistics, how many Sign-ups do you nee to get this many raises?

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START UP LC

0-10 Realisations

LCVP JD• Designs Marketing Strategy with OGX And Marketing Team and ensures

a well designed product- customer flow*• Works with Marketing Member to organise 2-3 KEY channels strategies

(can be online or offline) to reach the target audience• Recruitment Period:

• Takes on the lead role of managing 1-2 of the Key Strategies and aligned the LC’s towards this.

• Ensures that his/ her members are on track and the campaign is running according to timeline

• Ensures that OGX is promptly responding to leads/ registrations

Members’ JD (1-2):• Year-round:

• Ensures website and social media is always up to date with relevant information

• Ensures Relationships with Campus/ University is well maintained

• Recruitment Period: (for each member)• Supports in designing and developing materials for the Campaign• Takes on the implementation of 1-2 key channel strategies and

aligns the LC’s towards this

LCVP Comm/ Marketing

Member 1 Member 2

POTENTIAL LC

10 to 40 Realisations

LCVP Comm/

Marketing

Member 1 Member 2 Member 3 Member 4

NOTE: • Marketing team has 3-5 members (including LCVP)• Marketing Team needs to focus on scaling up in their market

reach for their focus Programme (oGIP/oGCDP) and just 1-2 Sub-products/ Issues under this programme

30 to 70+ Raised

50 to 150+ Sign ups

(Ideally, Sign up to Raise Conversion rate is greater than 30%)

Sample Backwards Planning:

KPI’s:• Number of EP’s Raised

(that fit the right Matchable EP Profiles)• # of Leads/ Registrations from each strategy• Increased Conversation Rate from Sign up to Raise

This means that recruitment activities must be focused enough to get this number of registrations from the right target market

Based on Statistics, how many Raises do you nee to get this many realisations?

Based on Statistics, how many Sign-ups do you nee to get this many raises?

STA

RT

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POTENTIAL LC10-40 Realisations

LCVP Comm/ Marketing

Member 1 Member 2 Member 3 Member 4

LCVP JD• Designs Marketing Strategy with OGX And Marketing Team and

ensures a well designed product- customer flow*• Works with Marketing Member to organise 2-3 KEY channels

strategies (can be online or offline) to reach the target audience• Recruitment Period:

• Takes on the lead role of managing 1-2 of the Key Strategies and aligned the LC’s towards this.

• Ensures that his/ her members are on track and the campaign is running according to timeline

Members’ JD (2-3 Channels Experts)• Online Marketing (1-2 members):

• Ensures website and social media is always up to date with relevant information,

• Explores and develops 1-2 Online Inbound Marketing Strategies

• Campus Relations: • Ensures Relationships with Campus/ University

is well maintained (Year Round)• Designs and Oversees Physical Recruitment

Events

Members’ JD (1-2 Designers)• Year-round:

• Ensures website and social media is always up to date with relevant information

• Ensures Relationships with Campus/ University is well maintained

• Recruitment Period: (for each member)• Takes on the implementation of 1-2 key channel

strategies and aligns the LC’s towards this

HIGH POTENTIAL LC

40-70 Realisations

LCVP Comm/

Marketing

Brand Team TL

Member 1

Member 2

Brand Team TL

Member 1

Member 2

Comms Team TL

Member 1

Member 2

40 to 70+Realisations

70 to 120+Raised

150 to 300+

(Ideally, Sign up to Raise Conversion rate is greater than 30%)

Sample Backwards Planning:

Based on Statistics, how many Raises do you nee to get this many realisations?

Based on your average conversion rate, how many Sign-ups do you need to get this many raises?

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RT

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NOTE: • Marketing team has 7-10 members (including LCVP)• Marketing Team needs to focus on scaling up in their market

reach for their focus Programme (oGIP/oGCDP) and just 1-2 Sub-products/ Issues under this programme

• TMP/TLP

HIGH POTENTIAL LC40-70 Realisations

Brand Teams• Each Member can handle 1-2 sub-brands/ Programmes• Market Research• Participate in the synergy meetings with the equivalent teams in

oGX function• Leads the development of the content marketing strategy for Their

main subproducts/ issues• Year round management of the brand positioning for their

assigned sub-brands• It is recommended that someone with graphic design abilities is

also within each team

LCVP Comm/ Marketing

Brand Team TL 1

Member 1

Member 2

Brand Team 2

Channel Mgr. 1

Channel Mgr. 2

Comms Team

Member 1

Member 2 Special Comms Team• Builds and Aligns the over-all content strategy of

their respective channels to ensure that these spaces continue to contribute more customers and promoters for AIESEC

• Works with the brand teams to ensure that marketing content is aligned

• Includes management of social media channels, website, online registrations, campus relations, media, PR etc.

LCVP JD• Designs Marketing Strategy with OGX And Marketing Teams and

ensures a well designed product- customer flow*• Leads Proper and Strong Brand management in the LC• Key role in Managing Crisis Communications• Recruitment Period:

• Leads the creation and implementation of the marketing strategy across the different sub-brands and channels

• Ensures that his/ her members are on track and the campaign is running according to timeline

HIGH VOLUME LC

70+ Realisations

70++Realisations

120++Raised

300++(Ideally, Sign up to Raise Conversion rate is greater than 30%)

Sample Backwards Planning:

Based on Statistics, how many Raises do you nee to get this many realisations?

Based on your average conversion rate, how many Sign-ups do you need to get this many raises?

STA

RT

HER

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NOTE: • Marketing team has 10+ members (including LCVP)• Marketing Team needs to focus on scaling up their market reach

fortheir current developed brands under focus Programme (oGIP/oGCDP/TMP/TLP)

• High Volume LC’s need to especially work on optimising their processes and investing in IT innovations in order to increase their production capacity, These LC’s can work with the MC to develop these evolutions

• Don’t expand the team too much horizontally

LCVP Comm/ Marketing

Brand Team TL

Member 1

Member 2

Member 3

Brand Team TL

Member 1

Member 2

Member 3

Brand Team TL

Member 1

Member 2

Member 3

Comms Team TL

Member 1

Member 2

Member 3

HIGH VOLUME LC70+ Realisations

LCVP JD• Designs Marketing Strategy with OGX And Marketing Teams and

ensures a well designed product- customer flow*• Leads Proper and Strong Brand management in the LC• Key role in Managing Crisis Communications• Recruitment Period:

• Leads the creation and implementation of the marketing strategy across the different sub-brands and channels

• Ensures that his/ her members are on track and the campaign is running according to timeline

Brand Teams• Each Brand Team can handle 1-2 sub-brands/ Programmes (sub-

product for oGIP, issues foroGCDP , TMP/TLP)• Market Research• Participate in the synergy meetings with the equivalent teams in

oGX function• Leads the development of the content marketing strategy for Their

main subproducts/ issues• Year round management of the brand positioning for their

assigned sub-brands• It is recommended that someone with graphic design abilities is

also within each team

Special Comms Team• Builds and Aligns the over-all content strategy of

their respective channels to ensure that these spaces continue to contribute more customers and promoters for AIESEC (ex. Content calendar management, Social Media analysis)

• Works with the brand teams to ensure that marketing content is engaging and is aligned to over-all brand objectives

• Includes management of alliances, social media channels, website, online registrations, media relations, PR, Campus relations etc.

• *IT support can be outsourced

LCVP Comm/ Marketing

Brand Team TL

Member 1

Member 2

Member 3

Brand Team TL

Member 1

Member 2

Member 3

Brand Team TL

Member 1

Member 2

Member 3

Comms Team TL

Member 1

Member 2

Member 3

0 Be very clear how many members in the Marketing team are driving oGIP, how many members are driving oGCDP Goals and how many members are driving TMP Recruitment

0 Their Goals for sign up, conversion and raise should be based on the programme they are driving

0 JD should be based on the programme they are driving 0 Focus of the marketing team depends on focus of the LC

IMPORTANT

0 When calculating productivity for oGIP in the LC or MC, for number of members contributing to oGIP add the number of members from marketing team whose goals and JD is about driving oGIP growth. Eg: 3 out of 7 members are working on oGIP and 4 on oGCDP then 3 members are included into oGIP productivity data and 4 into oGCDP Productivity data

Calculating productivity

0 We have given suggestions for number of members in marketing teams, however to have the right number of people please use the TM Planning tool for MC and LC which will calculate based on your realization goals and your productivity

0 Link to the Planning tool – TMP TLP Clarity wiki

Number of members in Marketing Teams