Internal pipeline analysis for promotion (1)
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OGX as sales Increasing the effectiveness of the promotion for external and internal pipeline
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Transcript of Internal pipeline analysis for promotion (1)
OGX as sales
Increasing the effectiveness of the promotion for external and internal pipeline
Material Content
1) Internal pipeline sales
Flow & timeline
Promotion actions
Overcoming barriers
2) External pipeline sales
Flow & timeline
Promotion actions
Overcoming barriers
3) Responsibilities (TM vs OGX)
4) Managing the OGX sales
INTERNAL PIPELINE SALES
Flow & Timeline
Internal
Communication Plan
Virtual promotion
Physical promotion
Indication Campaigns
Applications Collection
Applications follow up
(interviews)
Should be done Must be done
1st - 2nd week of MayDuring promotion
Promote to new members!
During promotion
Should be done
Promotional Actions
VIRTUAL PROMOTION
o Facebook: Use the Facebook groups of your LC to promote the internalrecruitment of Global Citizen. If your LC has functional groups, also promotethe internal recruitment inside! Create events inviting people to live a GlobalCitizen Experience! Remember to customize your message so the membersidentify and understand they are the target!
o Forums: Use the LC forum to promote the program!o Twitter: post teasers on it (news about the main suppliers countries, news
about international and volunteer experience) and promote the program! Take advantage of the Cooperations for Leaders which have highly attractive destinations.
o Hotsite: promote it in all your promotional materials and promotion actionso Website: Post specific information about the program in your LC, and the link
to our hotsite. It’s important that you use the same visual guidelines. o E-mail marketing: Send emails with customized messages for your members.
Use your database to target members & alumni.
PHYSICAL PROMOTION
o General Meetings: Include the promotion of Global Citizen! Don’t forget to promote the destinations for leaders and align the message with Take The LEAD!
o Mentoring Meetings: Previously align with mentors regarding specific messages that should be spread within the mentees regarding the Global Citizen Program and the advantages to go on exchange on this semester. Ask them to support the members with the planning.
o Functional Meetings: Include the promotion of Global Citizen! Don’t forget to promote the destinations for leaders and align the message with Take The LEAD!
o Go for it! Event!: organize and event to promote Global Citizen (exchange experience), Team Leader experiences and Global Learning environment. Gather alumni to showcase their team leader experience, trainees to share their international experience and members to engage them with this experiences and discuss about global issues. Take advantage of the environment and connect the global issues with the opportunity to impact society through the Global Citizen Program.
Promotion Actions
Promotion Actions
DIRECT SALES
o Create an internal recruitment team (TL: Recruitment Cell).
o Define the target and make the members of the recruitment cellresponsible for approaching the overall membership of the LC. Eachmember of the team must be responsible of specific members of the LC toapproach and sale the Global Citizen Program.
o Set an individual goal of Ra for this internal recruitment team.
o Create internal competitions and link it to R&R!
Overcoming Barriers
I can’t leave my functional area now! I´m Team Leader or key member!
o If you are Team Leader search for a member to be the final responsible for the team while you are on exchange. The performance won’t drop as long as you make a good “transition” with your member and keep making the track of your team results while exchange!
o Take advantage of technology and use online collaboration tools like Microsoft Sharepoint, Wiziq, Skype, Webex, etc.
o Financial incentives for internal pipeline that will go on X in June/July (e.g. discounts / offer health insurance)
EXTERNAL PIPELINE SALES
Flow & Timeline
TargetingCommunication
PlanVirtual
promotion
Physical promotion
Indication Campaigns
Applications Collection
Applications follow up
(interviews)
Should be done Should be done 1st - 2nd week of May
1st - 2nd week of May
During promotion
Together with promotion
Expand your reach! Promote to new courses and universities!
Promotion Actions
VIRTUAL PROMOTION
o Facebook: use the facebook app (and create new ones) and banner; promote the official video on it; create events inviting people to live a Global Citizen experience!
PS: Pay attention at the new online campaign that is coming soon!
o Twitter: post teasers on it (news about the main suppliers countries, news about international and volunteer experience) and promote the program!
o Hotsite: promote it in all your promotional materials and promotion actions
o Website: Post specific information about the program in your LC, and the link to our hotsite. It’s important that you use the same visual guidelines.
o E-mail marketing: Send emails to google groups or university mailing. Ask your members to send to their friends!
•2 classrooms in the morning
•2 classrooms at night
1 day
•20 classrooms1 week 40 classrooms2 weeks
2000 achieved people
1 classroom= 50 people
PHYSICAL PROMOTION
o Posters
o Flyers
o Printed cards with the hotsite link
o Lectures (use the testimonial of EPs returnees)
o Global Village (opened for all the university)
o Events
Promotion Actions
Promotion Actions
INDICATIONS CAMPAIGNS
o Create a internal campaign to increase the numbers of indications and applications (recognize that members that indicate more people) link it with some R&R
o Create in the applications a “space for indications” (indications from the external audience)
DIRECT SALES
o Each member is responsible to sell it to theirs friends, colleagues and other students
o Educate your members about the program and about how to use their social medias to promote it
o Create internal competitions
Promotion Actions
MEDIA
o Appearances at the target universities website, newspaper, magazine, etc
o Use the model of release and send it to the local media (local newspapers, TV programs, etc)
Check all the promotion materials at the link:http://www.myaiesec.net/content/viewfile.do?opern=next&contentid=10174689
At the guideline you can find the facebook banner and app, official video, etc
Overcoming Barriers
People just want to go on X in the end of the yearo The first step to align it with the external audience is during the
promotion. Review all your promotion materials and ensure that they are reinforcing the “vacation opportunity for June and July”. Also reinforce it during the lectures and speeches.
o Ensure that at the application form the months for realization are only as June, July and August
o Choose target courses and negotiate with courses coordinators and professors about the exams dates (so the EP can go on exchange in middle of June) and absences (maybe the EP can do a project when come back of the X to accredit the absences)
o Sell “Multiply your impact!” product
o Financial incentives for people that will go on X in June/July (e.g. discounts / offer health insurance)
Overcoming Barriers
People don’t want to go to Eastern Europe and Africa because of the price
o Discount policies linked with matches for these regions
o Focus on private universities (usually these students have a better financial condition)
o Promote cases about these countries reinforce the strong cultural learning
o Usually the match with these countries are faster (if the EP needs to go on X asap, these are the best destinations for fast match)
Overcoming Barriers
I don’t find the Latin America TNs at the system
o Just talk with the cooperation managers and ceeders. Countries as Mexico, Bolivia and Colombia has already raised TNs for the cooperation. Southern Cone is selling a specific project to receive only Brazilians!
Manager Contact
CAS Fernanda Ribas (MCVPX CAS elected) [email protected]
Mexico Caique Diniz (NSU Cidadão Global) [email protected] / [email protected]
Colombia Daniel da Cas (ceeder) [email protected]
Southern Cone Luisa Freitas (ceeder) [email protected]
Bolivia Andre Schiavini (VPTM @MA) [email protected]
Guatemala Bruno Matos (VPOGX @FO) [email protected]
Venezuela Ismael Carrillo (MCVPTM) [email protected]
Peru Andre Schiavini (VPTM @MA) [email protected]
RESPONSABILITIES
TM vs OGX Responsabilities: Model I
TM
Internal Pipeline Promotion
Internal Pipeline Selection
Internal Pipeline RA, MA, RE
OGX
External Pipeline Promotion
External Pipeline Selection
External Pipeline RA, MA, RE
TM vs OGX Responsabilities: Model II
TM
Internal Pipeline Promotion
Internal Pipeline Selection
Internal Pipeline RA **
OGX
External Pipeline Promotion
External Pipeline Selection
External Pipeline RA, MA, RE
Internal Pipeline RA, MA & RE
**Ensure this will happen! And OGX just need to literally RA the form in myaiesec.net
MANAGING THE SALES
Managing “the sales”
• The OGX members should act as sales members for students, so they should be managed like this as well individual sales goals!
• Share the total program goals (applications, selected EPs, raised and matched EPs) between all the area members
• The team leader should track it daily-weekly
• Use the individuals goals achievement to do periodical R&R at the area it can stimulate a increase at the area performance!
Ind
ivid
ual
Go
al ICX OGX
# Sales Meetings # Lectures / classrooms speeches
# Signed contracts # Applicants and # Selected EPs
# TN RA # EP RA
# TN MA # EP MA
