Fundamental Changes:marketing&pr

For MKT, COMM, PR

Flow

Clarity of the Why

Future of MKTG

Making It

Happen

WHY?WHYNOW?

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Purpose

Our organizational stand

-Leadership

development

Becoming truly

customer centric

Our competitors

push

Less walls between us and the customer.

- Marketing people’s involvement in conversion strategies will be

even higher.

- The whole membership will be more involved with marketing

strategy.

- Digital ecosystems will play a crucial role in driving sign-ups.

- A new «internal marketing» concept will start existing-

Impact

Future of marketing

We are involved In all the cfS!

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Insert tmp tlp CF here

Groups, handouts, analyze customer flows and main MKT responsiilities

What’s new?

Key Changes:

Sign UpWE MARKET THE

EXPERIENCE

Key Changes:

APPLYWE PROMOTE THE

OPPORTUNITY

Key Changes:

REALIZEWE COLLECT THE

STORY

Key Changes:

COMPLETEWE TELL THE

STORY

Key Changes:

UPSELLWE PROMOTE NEW

OPPORTUNITIES

So, how does Ourjob look like?

Experiencemarketing

opportunitymarketing

Promoter MARKETING

Marketing never stops.

ProgramBy program

KPIs and deliverables for TMP/TLP, GCDP and GIP

ACTIVITIES KPIs

outgoing

Gip• STRANGER: Market Analysis, Brand Positioning, Sub-brands

definition according to your entity partnerships and market focus.

• VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.

• LEAD: Promote the specific opportunities, as anyone can see them! Strong synergy with oGIP Operations to understand TN’s value propositions.

• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and reporting milestones

• REALIZED: Showcase Interns’ story in your Global Talent materials. Focus on the Leadership Development Model elements and inbound content (culture, learnings – easy-to-share content)

• COMPLETED: Use NPS to adjust your product packaging, start marketing new opportunities!

• PROMOTER: Engage the EP in events, upsell (TLP? GIP?)

#website visitorstime spent on website

# sign-ups# applications

NPS Score# stories collected

from EP

CONVERSIONMETRICSSign-ups / Visits

Applications / Sign-upsTime to first application

Sign-ups through referral

ACTIVITIES KPIs

incoming

Gip• STRANGER: Market Analysis, Brand Positioning, Sub-brands

definition according to your entity partnerships and market focus. B2B PR.

• VISITOR: Optimize website with corporate-friendly information, have ORS in place, provide clear sales material to your entity.

• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can see it!) and Organization Page is attractive enough.

• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and reporting milestones

• REALIZED: Showcase Company’s story in your Global Talent materials. Focus on the Leadership Development Model elements and inbound content (culture, learnings – easy-to-share content) for a corporate audience.

• COMPLETED: Use NPS to adjust your product packaging, start marketing the opportunity of new interns.

• PROMOTER: Collect endorsement and referrals for other corporate leads.

# events attended#ORS Leads

# opportunities on GIS# applications

# endorsements collected

# inbound content generated

CONVERSIONMETRICSOpportunities Posted /

LeadsApplications / Opportunity

Time to first EP application

ACTIVITIES KPIs

outgoing

Gcdp• STRANGER: Market Analysis, Brand Positioning, Sub-brands

definition according to your entity partnerships and market focus

• VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.

• LEAD: Promote the specific opportunities, as anyone can see them! Strong synergy with oGCDP Operations to understand TN’s value proposition.

• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and reporting milestones

• REALIZED: Showcase Interns’ story in your Global Citizen materials. Focus on the Leadership Development Model elements and inbound content (culture, learnings – easy-to-share content)

• COMPLETED: Use NPS to adjust your product packaging, start marketing new opportunities!

• PROMOTER: Engage the EP in events and with media, upsell (TLP? GIP?), capitalize on re-integrated EP for leads generation through referrals.

#website visitorstime spent on website

# sign-ups# applications

NPS Score# stories collected

from EP

CONVERSIONMETRICSSign-ups / Visits

Applications / Sign-upsTime to first application

Sign-ups through referral

ACTIVITIES KPIs

incoming

GCDP• STRANGER: Market Analysis, Brand Positioning, Global Citizen

Sub-brands definition according to your entity partnerships and market focus. B2B PR.

• VISITOR: Optimize website with NGO-friendly information, have ORS in place, provide clear sales material to your entity.

• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can see it!) and Organization / Project Page is attractive enough.

• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and reporting milestones for impact measurement

• REALIZED: Showcase Organization’s / Project’s story in your Global Citizen materials. Collect quality content through the whole realization period, focusing on Leadership Development Model and user-friendly inbound content.

• COMPLETED: Use NPS to adjust your product packaging, work on impact measurement reporting.

• PROMOTER: Showcase impact reporting, generate related content as thought leadership piece, open new opportunities and leads.

#website visits#ORS leads

# opportunities on GIS# applications

# endorsements collected

# inbound content generatedCONVERSIONMETRICS

Opportunities Posted / Leads

Applications / Opportunity

Time to first EP application

Conversionrates

How does our backwards planning evolve?

disclaimer

• It’s the first time for our organization to work with these customer flows.

• Most of the rates are based on estimations. • When in doubt, plan for more!

outgoing

gipopen MATCHedIn progress

REALIZEd

40% 40% 90%

5056140

350

outgoing

GCDPopen MATCHedIn progress

REALIZEd

40% 60% 90%

505693232

Summin’ upWhat are the new leadership challenges for

Marketing?

SYNERGY TO GENERATE APPLICATIONSDIGITAL TO DRIVE TO GISEXPERIENCE & OPPORTUNITY TO GENERATE SIGNUPS AND APPLICATIONSContent TO ATTRACT, RETAIN, POSITION.

Your entityHow to bring this change back

home?

WHAT MEETINGS SHOULD I HAVE IN MY MC TEAM?HOW WILL I MANAGE MY TOUCHPOINTS WITH THE NETWORK TO DRIVE THIS CHANGE?HOW WILL MY GOALS CHANGE ACCORDING TO THE CUSTOMER FLOW?

Thank you!

…WHAT ABOUT TONIGHT?