Erasmus Student Network

Salih ODABASI

AgendaWhat is ESN?• Aims / Principles• Cooperations• Vision / Mission /

Values• Corporate Identity

Brand Personality• Pallomeri?

Brand Equity• Section Benefits

• Recognition / BrandBrand Positioning• Who are we for?

Brand SWOT AnalysisBrand Awareness• International Projects

What is ESN?Strategic Brand Management| Summer 2011

What is ESN?

16th October 1989

374 Higher Education Institutions from 35

countries

ESN is working in Higher Education (HE)• offering services to 150.000 students

• mainly on a volunteer basis

• with an average annual growth rate of 12,3% since 1990

Internationalization at homeBIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

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Aims / Principles

works in the interest of international students.

works to improve the social and practical

integration of international students.

represents the needs and rights of international

students on the local, national and international level.

provides relevant information about mobility

programmes.

15BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Aims / Principles

motivates students to study abroad.

works with the reintegration of homecoming students.

contributes to the improvement and accessibility of

student mobility.

cares about its members.

values volunteering and active citizenship.

16BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

ESN Cooperates with

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Vision

Enrichment of society through international students

Mission

ESN is the key volunteer student organization in

international higher education in Europe. We

provide opportunities for cultural understanding

and self-development under the principle of

SHS - Students Helping Students.

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Values

unity in diversity, diversity in the unity

students helping students

fun in friendship and respect

international dimension of the life

love for Europe as an area of peace and

cultural exchange

openness with tolerance

cooperation in the integrationBIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Corporate Identity

We are ESNrs as well.ESN SongLogo, templatesESN CardESN Satellite (website)Standard Email Addresses & Signatures

21BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Brand PersonalityStrategic Brand Management| Summer 2011

“Pallomeri Spirit”??

A finnish word• Paneuropean• Association• Leading• Local• Organization• Making• Erasmus• Richer• Inside

23BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Brand EquityStrategic Brand Management| Summer 2011

Section BenefitsESNCard = membership plus discounts

Who can get the ESN Card?• You have been an international student.• You are currently on exchange• You are an active member of an ESN section

Back side of the ESN Card: your sponsorship opportunity!

25BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Section BenefitsRecognition/brand

Knowledge exchange• Knowledge Management

Evaluation/survey• how to improve the services

Network contacts• 200 places in Europe and beyond!

International sponsorships• collect resources for funding

26BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Section BenefitsRecognition/brand

ESN trainings• Eduk8• Orientation Programs

ESN international events• Partner Sections Meetings• Regional and National Platforms• Cultural Medley• Council of National Representatives• Annual General Meetings

27BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Section BenefitsRecognition/brand

Partnership between sections• strengthen friendship relationships

Corporate Design Package• The modern logo, templates and website

PR Material• express being proud of ESN

Internships opportunities• in multinational companies

Alumni network

28BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Brand PositioningStrategic Brand Management| Summer 2011

Who are we for?

Homecoming students• Reintegration process

Exchange Students• Cultural & social events• Mentor systems• Provide maintenance of exchange

traffic

30BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Brand SWOTStrategic Brand Management| Summer 2011

Strengths

The biggest student

union in EU

Strong Friendship

Relationships

Developed Network

Spirit

Opportunities

To cover all European countriesReach more exchange studentsThe creation of a more mobile and flexible education environment

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Threats

Legal restrictionsFake and illegal Erasmus organizations• More & Better PR

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Weaknesses

Keeping clean slate of exchanges• Responsible Party• SocialErasmus

Limited budget• National & International Membership

Fees• Sponsorships

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Brand AwarenessStrategic Brand Management| Summer 2011

International Projects

PRIMEESNSurveySocialErasmusEduK8Section in the SpotlightNational Events

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EU ProjectsResponsible PartyESN goes greenExchangeAbilityEYV2011

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

PRIMEProblems of Recognition In Making Erasmus

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

ESNSurvey

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

SocialErasmus

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Eduk8

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Section in the Spotlight

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

Responsible Party

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

ExchangeAbility

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

ESN goes green!

BIM 419| Salih Odabaşı, Bilkent – Summer 2011 salih.odabasi@esnturkey.org

TIME FOR QUESTIONSStrategic Brand Management| Summer 2011

THANK YOU FOR

ATTENTION