oGCDP Tier 2 Structures for marketing and oGCDP synergy

Structures to allow synergy between marketing and oGCDP

oGCDP | Tier 2

Planning and Building CAPACITY (for oGCDP and marketing) based on

challenge identification, Exchange flow and OD Model of your entity

GCDP Clustering for LC

oGCDPBeginner 0-25 X RE

Intermediate 25-100 X REAdvanced 100-200 X RE

Mature +200 X RE

Use TM Planning Tool to Plan for oGCDP

1. Number of Members in oGCDP

and support functions

2. Number of TMP and TLP Experiences

in oGCDP and support functions

After planning for capacity you can have any one of these 3 outcomes

1. I do not have enough Members in

any programme/function

2. We have enough members in oGCDP and support areas

3. We have the right number of members in

the LC/MC but not allocated in the right

proportion across programmes/functions

Run an OPTIMIZED recruitment– 2 weeks!!

1. I do not have enough Members

in any programme/functi

on

Tips to run an optimized recruitment

1. Clear and focused Promotion of Job description

Example: Selling the global internship programme to language institutes

2. Specific people responsible for the recruitment

3. Online promotion and Offline promotion ONLY in specific universities

4. Selection based on Interests and Values (striving for excellence, pro active learner etc.) over only skills for the

role

5. When Promotion is on-going through the year, an optimized recruitment becomes simpler since LC/MC

already has a pool of applicants

Determine who is the right member

Skill AttitudeBackgroun

dInterest Time

TimelineApproach

existing sign ups for TXP and

GCDP

Rejected applicants from last recruitment

Optimized Selection

1 week 5 days

Optimized

Selection

Value based recruitment

Committed and motivated members

Building

2. We have enough members in oGCDP and

support areas

Focus on increasing productivity through L&D and team minimums

3. We have the right number of members in

the LC/MC but not allocated in the right

proportion across programmes/functions

In many cases there is enough capacity in oGCDP and members need to be re-allocated so even the GIP

programmes have the right capacity!

How to balance the oGCDP and oGIP support?

Clear JD for members in Exchange Support

Clear KPIs for each member specifically in oGCDP, oGIP and support areas (TM and Marketing)

Hybrid Members – Example: TM & Marketing members in oGIP team and oGCDP team

Pick focus LCs for oGIP and oGCDP in a way

that in most cases it is not the same LC growing in both

programmes

How to balance the oGCDP and oGIP support?

Making GCDP teams productive to ensure GIP

growthEnsure GCDP Team

structures are completely project based structures focus on specific issues

and 2-3 big entity partners so that members in each

team have very focused JD and teams in GCDP are

productive.

Go through OD Toolkit to understand better how to

manage multiple programme growth!

What structure should I recruit into?

Structures for…

0-25 Re 25-100 Re100-200 Re

200+ Re

Project Structure

LC

VP oGCDP

OCP

OCP

OCP

VP FIN VP TM VP MKT

For ALL

levels!

Beginner LC

VP

Member

Member

Member

(0-25 Re)

Inner & Outer Journey Delivery

∞Ra-Ma-Re

Note!

∞

VP

Member

Member

Member

∞Ra-Ma-Re

Key focus• Start up initial issue-based oGCDP

project for local market

Member Efficiency: 0-5 Re/ member

Duration: 3 months

Member JD• Design issue-based oGCDP project• Ra(Marketing)-Ma-Re-Reintegration

process management• EP’s inner-outer journey(experience)

management• Finance/TM

Beginner LC – Plan only for peaks realizations!

(0-25 Re)

Back Office Supports

TM Member learning & development

Finance Project Financial Model

Marketing & Communicatio

n

Student Market Research;Showcasing

ER External Resources integration

VP

Member

Member

Member

∞Ra-Ma-Re

Beginner LC(0-25 Re)

Beginner LCLCVP

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?

STAR

T H

ERE

Beginner 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

VP

TL TL

∞Ra-Ma-Re

∞Ra-Ma-Re

Intermediate LC – Plan for peaks only!(25-100 Re)

VP

TL TL

∞Ra-Ma-Re

∞Ra-Ma-Re

(25-100 Re)

Key focus• National project implementation, showcasing

and process standardization

Member Efficiency: 3-6 Re/ member

Duration: 3 months

Member JD• Localize national issue-based oGCDP project• Ra(Marketing)-Ma-Re-Reintegration process

management• EP’s inner-outer journey (experience)

management• Showcasing

Intermediate LC


TM Member Learning & Development.

Finance Project financial modelMember development

investment

Marketing & Communicatio

n

Student Market Research;National brand alignment;

Showcasing.

ER External resources integration

VP

TL TL

∞Ra-Ma-Re

∞Ra-Ma-Re

(25-100 Re)Intermediate LC

Intermediate 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



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 Sign-ups do you nee to get this many raises?

STAR

T H

ERE

Intermediate LC

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.


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

VP

TL TL TL TL (Off-Peak)

Advanced LC – Plan for peak and off peak structures!

(100-200 Re)

∞Ra-Ma-Re

∞Ra-Ma-Re

∞Ra-Ma-Re

∞Ra-Ma-Re

VP


Advanced LC(100-200 Re)

∞Ra-Ma-Re

∞Ra-Ma-Re

∞Ra-Ma-Re

∞Ra-Ma-Re

Key focusProduct development, Product sales and delivery

Member Efficiency5-7 Re./ member

StructureProject based team: 2-4 National issue-based project + 1-2 Local new project(off peak)

Member JD in each National Project Team-Localize national issue-based oGCDP project-Ra(Marketing)-Ma (IL S&D Mgt)-Re-Reintegration process management-EP’s inner-outer journey(experience) management: Event management-Showcasing

Member JD in Local New Project Team-Product development(Design and Packaging)-Product marketing and sales-Ra(Marketing)-Ma-Re-Reintegration process management-EP’s inner-outer journey(experience) management: Event management


TM Member Profiling; Learning & Development for

Members; Education Cycle focusing on Product

Development and Sales.

Finance Financial model for New ProjectCrisis management

Member L&D investment

Marketing & Communication

Student Market Research;Product packaging;

EwA;Showcasing.

ER Partnership raise and engagement

IM Process optimization

Advanced LC (100-200 Re)VP


∞Ra-Ma-Re

∞Ra-Ma-Re

∞Ra-Ma-Re

∞Ra-Ma-Re

Timeline!Off-Peak timeline

March-April Realization

- Team should be in place by December - Raising period December-Jan end - Matching: Feb and March- Realization: April

September-October Realization

- Team should be in place by June - Raising period June-August end - Matching: July, August, September- Realization: September, October

Peak timeline

June-July Realization

- Team should be in place by March first week

- Raising period March-May end - Matching: April - June- Realization: June-First week August

January-February Realization


Advanced LCLCVP

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+




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

STAR

T H

ERE

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

Advanced LC 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


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


VP

TL TL TL Mid Manager

∞Ra-Ma-Re

Mature LC (>200 Re)

∞Ra-Ma-Re

∞Ra-Ma-Re

Mature LC – Plan for peaks and off peaks!(>200 Re)

VP


∞Ra-Ma-Re

∞Ra-Ma-Re

∞Ra-Ma-Re

Key focusProject sales and delivery, Process optimization, EP learning and service.Member JD in issue-based Project Team-Project design, marketing and sales;-EP’s inner-outer journey(experience) management: Event management-EP Education and Management on Exchange Process-Showcasing

Member Efficiency7-15 Re./ member

Duration3 months

Mature LC(>200 Re)

Member JD in Stakeholder Management Team- Stakeholders: embassy,

member, university relationship, partner and etc.

- Expertize in CRM management of a corresponding stakeholder to help effective delivery process of projects.

Member JD in Process Optimization Team- Expertize in a specific process

management for fast delivery process of projects

Scale- 1-2 stakeholders/ member;- 1-2 members/ process.

Duration: 6-12 months

VP


∞Ra-Ma-Re

∞Ra-Ma-Re

∞Ra-Ma-Re


TM Member Profiling; Member development path; Member L&D; Advance HR Pipeline Management.

Finance Program financial model; EP Learning & Service Investment; Member L&D Investment; Crisis management

Marketing & Communication

Student Market Research; Product packaging; EwA; Showcasing Program; Campus Relationship(Public Relations)

ER Partner upselling;Partner CRM;

IM Process optimization

Mature LC (>200 Re)VP


∞Ra-Ma-Re

∞Ra-Ma-Re

∞Ra-Ma-Re

Timeline!Off-Peak timeline

March-April Realization

- Team should be in place by December - Raising period December-Jan end - Matching: Feb and March- Realization: April

September-October Realization


Peak timeline

June-July Realization

- Team should be in place by March first week

- Raising period March-May end - Matching: April - June- Realization: June-First week August

January-February Realization


Mature LC

70++Realisations

120++Raised

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



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

STAR

T H

ERE

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


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

Mature LC

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


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


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

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

Calculating productivity

Tips to manage the synergy better!

• Have specific people in the marketing team ONLY assign to oGCDP

• Marketing members for oGCDP can also be part of the oGCDP team itself so that the synergy is perfect

• The JD and MoS of Marketing needs to be aligned to oGCDP

• On the MC level the MCVP Marketing has to balance marketing support towards oGCDP, oGIP and TMP TLP – Check OD model content for more information!

Leadership & Management

oGCDP Tier 2 Structures for marketing and oGCDP synergy