oGCDP Product Packaging!

GOAL SETTING (OGX and Marketing targets)  

GOAL SETTING Through Backwards Planning

1-- Set RAISE GOALS > 2-- Set IN REVIEW Goals >3-- Set IN PROGRESS Goals

4-- Set Target for OPEN Leads

(Both must have a good understanding of each others’ key metrics.) Creates In review, In Progress,

Sign up Goals

Creates Ra-Ma-Re Goals

*Create Customized Monthly Goals for EACH Key KEY Issue

VP  Communica,ons/  Marke,ng  

Exchange  Responsible  

TARGET AUDIENCE!  

An Effective Product and Positioning Strategy relies on knowing WHO you’re

selling to and HOW they think.

We have a few perspectives that hold us back from this!!

3 most frequently-made mistakes about target audience…

Thinking that the “customer” !Is the same for all!

Products (opportunities) !we offer.!

We don’t put ourselves in the shoes of our customers

We have a much too general insights on our specific customers.

STEP 1: IDENTIFY YOUR CUSTOMER

Build a Customer Profile Map

BACKGROUND Students interested to go

into International Relations

LANGUAGE ABILITY English!

TIME AVAILABILITY Summer Vacation

INTERESTS/ NEEDS People Person,

Wants to feel important Loves learning abut new

cultures

Informed by: •  OPS/ ORS analytics

•  Trends in backgrounds (VP Comms)

•  NPS Promoters •  Trends in

Top promoter Reasons

•  Comments

(VP Exchange)

STEP  2:  UNDERSTAND  HOW  THEY  THINK  

Build a Customer Insights Map • Based on your basic understanding conduct

External Market Research •  Check social media •  Run surveys/ interviews/ assessments to understand:

•  Where you’re customers are and when they are there? •  What they’re state of mind is at that touch point? •  What needs do they possess at that given point?

Main Responsible: VP Comms

Customer Insight map

Timeline March

Context Going into Summer Vacation in a couple 1 month’s time

Emotional Status (What problems does s/he need to solve?

“I don’t want to be spending the whole summer bored at home. I want to do something different”

Needs (What problems does s/he need to solve?)

“I’m jealous about hearing that my friend’s family will travel to europe, and my family has no plans to leave. “

Touchpoints (Through which channels can we reach him/her?)

I check Facebook every evening As a distraction from my studying, I usually check to see what my friends are up to.

While on the National Level, !you can have main customer profiles,

the customer insight can be even more detailed on the LC level as well! !

AIESEC CUSTOMER CANVASSwww.aiesec.org

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Academic:

Work Experience:

Language/s and Proficiency:

When should they be free to go on exchange? (ideal realization date)

For how long should be free to be on exchange? (ideal duration)

What are my interests? What motivates me?

TIME

CONTEXT

EMOTIONALSTATUS

NEEDS

TOUCHPOINTS

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AIESEC  Customer  Canvas!  

A tool to help your MCVP’s!  

CHANNELS  

CHANNELS!

1.  With your Customer Profile Research, identify the Key Channels which present ideal opportunities for you to connect with your target audience !

2.  Can be online (ex. social media channels) or physical channels (on campus, bus stops, youth events, etc.)!

3.  Determine KPI’s for each of these channels that clarify the ROI of these channels for the marketing campaign!

4.  Social Media & Word of Mouth are the top 2 channels globally!

MESSAGE  

SELL VALUE NOT PRODUCTS!

MESSAGE Your Messaging should be based on the answer to the question— “Why should I buy into this specific opportunity?”!1.  Customise a Value Proposition for each Issue

(Teach to Learn)!!2.  List down the Key Benefits a customer will gain from the opportunity

under this specific issue ? (ex. Gain personal development, make a difference in children’s lives)!

3.  What are the Reasons to believe/ Proof points for this issue? (ex. Stories, testimonials, Impact of projects)!

Practice: !How do you communicate these values and benefits and preserve a positive experience within EACH touchpoint with the potential customer?!

Touchpoints

Mental Barrier

Question

Motivation

Activity

Message/ Information

Reason to Believe

Tactic

KPI

STRANGER VISITOR CUSTOMER JOURNEY

Touchpoint Facebook Website

Mental Barrier I’m turned off by ads on social media I only have a 2 min attention span

Question What’s happening in the world? Where can I go? What can I do?

Motivation I want to experience something worth sharing

I get to travel and make a difference? Cool!

Activity I’m browsing my wall feed for updates from my friends

I browse the homepage and I look for “about” and “process”

Message/ Information Redefine yourself Basic Information on where you can go, what you can do, how to apply

Reason to Believe Here’s a story that made a difference! Showcase direct impact of projects

Tactic Story of an EP teaching kids in Latin America links to website

Basic + most engaging info, Call to action visible on each info page

KPI # clicks to website # sign ups

STRANGER VISITOR