MARKETING FOR OGX

Bob & Branham

Whose work is this?

Marketing/Comm. & IM or

OGCDP/OGIP?

Having unified goals and purpose within the team is very important.

Know what you are selling

Activity: define ogx programs

Who is our Customer?

3 most frequently-made mistakes about our target

audience…

Thinking that the customer

is the same for allProducts

(opportunities) that we offer.

We have a very general insight on our specific customers.

We don’t put ourselves in

the shoes of our customers

Know who you are selling to

& How they think

1 2 3 4UNDERSTAND

--------FOCUS CUSTOMIZE

ATTRACT--------

CONVERT--------

CLOSE

DELIGHT----------

SHOWCASE

PRODUCT-CUSTOMER FLOW

Product Evolution Customer Flow

1 2UNDERSTAND

--------FOCUS CUSTOMIZE

Product Evolution

tg c m

goal

Target Audience

Know your customer

Know how they think

STEP 1: IDENTIFY YOUR CUSTOMERUNDERSTAND

--------FOCUS

Build a Customer Profile Map

BACKGROUND(Working/ Academic)

LANGUAGE ABILITY

(Language and proficiency)

TIME AVAILABILITY(When are they

available?For how long?)

INTERESTS/ NEEDS (what

motivates them in everyday life?)

Informed by:

• OP/ ORS analyticsTrends in backgrounds(VP Comms)

• NPS Promoters Trends in Top promoterReasons Comments(VP Exchange)

This is your basic understanding of your ideal customer

Based on your basic understanding conduct External Market Research

STEP 2: UNDERSTAND HOW THEY THINKUNDERSTAND

--------FOCUS

Build a Customer Insights Map

Check social media Run surveys/ interviews/ assessments to understand:

Where your customers are and when they are there?

What their state of mind is at that touch point? What needs do they possess at that given point?

Activity

message

Customise your

Message

SELL VALUE Not Products

Your Messaging should be based on the answer to the question— “Why should I buy into this specific opportunity?”

Customise a Value Proposition for each Issue (ex. Teach to Learn)

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)

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

Activity

How do you communicate these values and benefits and preserve a positive experience

within EACH touch point

with the potential customer?

channel

Use Most InfluentialChannels

With your Customer Profile Research, identify the Key Channels which present ideal

opportunities for you to connect with your target audience

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

Determine KPI’s for each of these channels that clarify the ROI of these channels for the marketing

campaign A Customer Journey Map can help!

Activities Connection

Know your

customer

Know how they think

Use Most InfluentialChannels

Customize your

Message

TARGET AUDIENCE CHANNEL MESSAGE

Why is it important for my Region?

Goal: 150 EPTarget Audience: Language students & youth organizationsChannels: Physical (info stands, door to door promotions, internal promotions, student events) Online (social media such as facebook, electronic media such as Radio stations on University campusesMessage: Development of specific leadership skills, Awareness of other people’s culture

Survey: What things that attract people/volunteer/message

Sa campaign: Travel to ImpactTarget Audience: Brazil, India, Italy & Mauritius

AngolaBenin

Botswana

Burkina Faso

Cameroon

Cape Verd

e

Cote D

' ivore

Ethiopia

Gabon

GhanaKenya

Liber ia

Maur itius

Mozambique

Namibia

Niger ia

Rwanda SA

Senegal

Sierra Leone

Tanzania

Togo

Uganda

Zimbabwe

0

44 50

3

10

0

51

19

1

198

113

5

26

13 9

352

2

92

21

0

47

6

17

0

Gcdp ep realizations in africa

107923,15

0

2013: Africa Region’s contribution

4.66%

201430,000201538,000

AngolaBenin

Botswana

Burkina Faso

Cameroon

Cape Verd

e

Cote D

' ivore

Ethiopia

Gabon

GhanaKenya

Liber ia

Maur itius

Mozambique

Namibia

Niger ia

Rwanda SA

Senegal

Sierra Leone

Tanzania

Togo

Uganda

Zimbabwe

0

1 1

3

6

0

37

5

1

15

27

0

10

5

9

21

1

11 11

0

6

8 8

0

Gip ep realizations in africa

1775300

2013: Africa Region’s contribution

3.34%

201413,000201517,000

What´s my contribution?

Individual

My LC MC/My country