THEMARKETING

Decision Making Process

1 2 4 5Need

RecognitionSearch for

InformationDecision Making

& PurchasePost-Purchase

Evaluation

3Evaluation ofAlternatives

Product-Customer Flow

Product Evolution customer flow

UnderstandFocus

CustomizeAttractConvert

CloseDelight Showcase

Understanding the reality,Knowing your next FocusProgramme for the entity

& Setting your Goals.

Customizing your focusprogramme or needs

into something matchablewith your stakeholders

reality and society trends.

Creating the MarketingPlan and Starting thepromotion in order to

attract more customersto buy your product.

Delivering what wepromised.

In this phase, the customer is living the

experience.

Showcasing the impactthat our product brought

onto our customers.

* This flow is a co-creation of two parties, OGX and Communication(Marketing)

Clear allocation

Understand+Focus CustomizeGoal &

TargetPreparation Campaign

On GoingConversion

ManagementMatchingProcess

OGX

COMMMKT

Internal Supply & Demand Analysis

Set up &management of

country partnerships

Co-Creationof productpackaging

Set Ra-Ma-Re goals for

Sub-Products/Issues across themilestones of the

campaign

Co-creation oftarget audienceunderstanding

Promotion SupportFeedback the operationssynergy and perspective

of the campaign planPlanning selection process and ensure capacity to

receive traffic from Sign-Ups to Raising and MatchingCustomers

Co-Creation ofoptimization plan for

Convert to Close

Collect Content fromPrevious Customers

In-Progress to In-Review & CloseContact Leads to start

selection process

Run selection interviews/Preliminary assessments

Raise or Reject applicationsbased on assessment results

Plan & execute tactics thatlook out for more efficient

matching process

In-ProgressIf sign-ups have not gone

through the opportunity portal,send emails to direct them

to Opportunity Portal

External trendsanalysis basedon social media

External trendsanalysis basedon social media

Co-Creationof productpackaging

Be clear on Ra-Ma-ReGoals for sub-products

& issues

Use backward planningto generate Goals for

In-Review, In-ProgressOpen-Signups

Co-creation of targetaudience

understanding

Establish KPIs fortraffic in channels

Design Campaign

Create timeline forpromotions strategy

Generating Content:Coordinate Content

Collection withOperations Functions

Materials Creation:Design Materials for

Promotion & Showcasing

Membership Engagement:Design Eductaion/Guidelines

& Coordinate for AIESEC members.

Website:Ensure website is updated on Information you wantyour audience to know

Releasing campaignMaterials based on

Timeline

Improving CampaignStrategy based on

Insights fromEngagement Metrics

Use TNs Portfolio &Opportunity Portalas Marketing Tool

Drive Online Traffic toORS/ & Opportunity

Portal

Goal Settings

Backward planning for both OGX and MKT KPIs to reach your Goals

OGX KPIs Planning

MKT KPIs Planning

Number ofRealizations

Number ofMatches

Number ofRaises

Number ofInterviews

Number ofIn-Progress

Number ofOpen Registrations

Website VisitsSocial Reach

Trackable on myaiesec.net Trackable on myaiesec.net Trackable on myaiesec.net& ORS

Trackable on ORS

Trackable on ORS Trackable on ORS Trackable on external analytictools (Facebook Insights/

Google Analytics)

Target Definition

Key factors to consider in order to define your Target Customers

Sub-Product/Issue

Background Skills Languages

Timeline Interests

Using the following AIESEC Customer Canvas the profiling of the Customer can be more specific.

AIESEC CUSTOMER CANVASwww.aiesec.org

Sub-Product/ Issue(s)

BACKGROUND

LANGUAGES

TIMELINE

INTERESTS

Academic:

Work Experience:

Language/s and Proficiency:

When should they be free to go on exchange? (ideal start date and duration)

What allows them to be available at this time?

What are my interests? What motivates me?

Soft/Hard Skills:

SKILLS&

Name/ General Description

CUST

OM

ER

PR

OFIL

E

TIME

CONTEXT

EMOTIONALSTATUS

NEEDS

TOUCHPOINTS

?

What problems does s/he need to solve?

What is s/he feelingat this time?

What circumstance/state is s/he in?

What time of year/day is it?

Where can I find him/her at this time?

CU

ST

OM

ER

IN

SIG

HT

S

Customer Profile: Know who your customer is! Constumer Insights: Understand their perspective to develop even more powerful marketing tactics!

TIM

EC

ON

TE

XT

EM

OT

ION

AL

STA

TU

SN

EE

DS

TO

UC

HP

OIN

TS

CUSTOMER INSIGHTS (PAGE 2)

channels choosing

Choose the most efficient channels that can get you to your customers faster and easier.

You can use the following canvas to understand more how your customers will go through the channels you choose

AIESEC CUSTOMER JOURNEY MAPwww.aiesec.org

Sub-Product/ Issue(s)

Customer Profile

Consumer Insight

Key Benefits

Reasons to Believe

Brand Attributes

BRAND POSITIONING

Value Proposition

CUSTOMER PHASES

Message/ Expectations

to be set

Reasons to Believe

Actions/ Tactics

KPI’s

Activity

Motivations

Mental Barrier

TouchpointSpace of interaction

with AIESEC

What mentality would keep him/her from

connecting with our message?

What would motivate him/her to move to the

next Touchpoint?

QuestionsWhat questions does the s/he have at this

touchpoint?

What would s/he need to do at this touchpoint?

What key message needs to be passed?

And, what information do we need to provide?

How do we add credibility to the value we hope to

deliver?

What will we do to engage the customer

and move him/her to the next touchpoint?

How will we track progress?

TH

E C

US

TO

ME

R

AIE

SE

C

Brand Positioning: Build the aspects of a brand in a way that connects with the target audienceCustomer Journey: Through out the customer’s experience, understand how they think, and create smarter tactics based on this!

CUSTOMER JOURNEY MAP (PAGE 2)

CUSTOMER PHASES

Message/ Expectations

to be set

Reasons to Believe

Actions/ Tactics

KPI’s

Activity

Motivations

Mental Barrier

TouchpointSpace of interaction

with AIESEC

What mentality would keep him/her from

connecting with our message?

What would motivate him/her to move to the

next touchpoint?

QuestionsWhat questions does the s/he have at this

touchpoint?

What would s/he need to do at this touchpoint?

What key message needs to be passed?

And, what information do we need to provide?

How do we add credibility to the value we hope to

deliver?

What will we do to engage the customer

and move him/her to the next touchpoint?

How will we track progress?

TH

E C

US

TO

ME

R

AIE

SE

C

Message Creation

Choosing the key words you want your stakeholders to focus on.

Using the following Consumer Trend Canvas will help youget the best of on going trends in the society

to turn them into your marketing campaign benefit.

BRAINSTORMKEY WORDS

2. APPLY1. ANALYZE

TREND CANVASCONSUMER

What new consumer needs, wants and expectations are created by the changes identified above? Where and how does this trend satisfy them? Which (new) customer groups could you

apply this trend to? What would you have to change? How are other businesses applying this trend?

Which deep consumer needs & desires does this trend address? Why is this trend emerging now? What’s changing?

Shifts: Long-term, widespread macro changes Triggers: Recent, short-term changes or technologies

Emerging Consumer Expectations

TREND:

Basic Needs Drivers of ChangeHow and where could you apply this trend to your business?

Innovation Potential

InspirationWho

Visual Guidelines

c

c

c

cc

The international platform for young people to explore and develop their leadership potential

c

The international platform for young people to explore and develop their leadership potential

AIESEC OFFICIAL LOGO

AIESEC SHAPES

visual guidelinesGLOBAL PRODUCT BRANDS

c

National Product brands

Customer Flow

Stranger Vistor Lead Customer

ATTRACT CONVERT CLOSE DELIGHT SHOWCASE

Promoter

ATTRACT

Stranger Vistor

ATTRACT

Start the promotion and track your KPIs with some external tools such as:

CONVERT

Vistor Lead

CONVERT

During the promotion, track your KPIs on a daily basisThis is an example of a tracking tool

CLOSE

Lead Customer

CLOSE

Calling your leads for the Info Session and the Interviews.You can use the 2 weeks Conversion Flow.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15CONTACT Info Session

Interviewspre-rejected

REJECTED

raisedPre-Raised

Contacting the Leads by Emailor by Phone to inform themabout the date of the Info Session and the Interviews

InterviewsIndividual meetings with the potential EPs

to pay the fees and raise EPforms for them and finally teachthem how to use myaiesec.net

Not Matchable Profiles

Matchable Profiles

Leads Not Showing Upduring the Info Session

Their Status to be Changed in the ORS

To be contacted in the next flow

Final List of Raised EPs

Conversion Flow

DELIGHT

Customer Promoter

DELIGHT

SHOWCASE

Promoter

SHOWCASE

Conduct the InterviewsRaise the Forms on

MyAIESEC.net

Contacting the LeadsConducting the Info Session

Changing Status on ORS

Manage CY2CY partnershipsChoose the profiles needed

and the countries

Creating the contentfor the promotion

Tracking the Quality of Exchanges depending on the XPP &

National Quality Standards

Graphic Design - Copy Writing

Links

WIKIS

A Guide to Marketing Wikihttp://www.myaiesec.net/content/viewwiki.do?contentid=10255817

Global Visual Branding Guidelineshttp://www.myaiesec.net/content/viewwiki.do?contentid=10067369

Cross-Function Synergy for Marketinghttp://www.myaiesec.net/content/viewwiki.do?contentid=10284654

Defining the Right Customer & Marketing Approachhttp://www.myaiesec.net/content/viewwiki.do?contentid=10284659

Brand Experience Wikihttp://www.myaiesec.net/content/viewwiki.do?contentid=10237327

Youth to Business Brand Refresh Wikihttp://www.myaiesec.net/content/viewwiki.do?contentid=10283946

Links

files

The AIESEC Customer Canvashttp://www.myaiesec.net/content/viewfile.do?contentid=10284669

Customer Journey Maphttp://www.myaiesec.net/content/viewfile.do?contentid=10251078

Global Talent-Global Citizen Logoshttp://www.myaiesec.net/content/viewfile.do?contentid=10277681

Global Talent-Global Citizen Brand Toolkitttp://www.myaiesec.net/content/viewfile.do?contentid=10276743

Websites

Hubspotwww.hubspot.com

Mashablewww.mashable.com

BuzzFeedwww.buzzfeed.com

Marketing Attitudewww.marketingattitude.net

StumbleUponwww.stumbleupon.com

TrendWatchingwww.trendwatching.com

Tools

HootSuitewww.hootsuite.com

OverGraphwww.over-graph.com

Google Analyticswww.google.com/analytics

Infogr.Amwww.infogr.am

PickToChartwww.picktochart.com

Pixlrwww.pixlr.com

Bit.Lywww.bit.ly