oGIP Tier 1 – Converting the right people

oGIP & Mkt Synergy

Building your attraction strategy

Executing

You have seen how to attract a lot...

But how to guarantee they will be our customers?

Understand the current state of conversion; the gaps and the strengths

Figure out what can happen in the short term Get responsibles in your LCs to do it now!

Track your process

Customer that access and sign up in the system

Customer

OGX Members contact the costumer and talk with him

Customer applying often for opportunities

# Contacted

Customer get matched

# Active Lead

# Lead

# Matched

Customer

100 Contacted

10 Active Lead

100 Leads

9 Matched

An Example…

100%

10%

90%

Conversion Rate on

processes

Customer

100 Contacted

10 Active Lead

100 Leads

9 Matched

An Example…

100%

10%

90%

Conversion Rate on

processes

When you can just convert 10 of 100 Leads contacted it

means something is not going well.

You found your gap!Possible bottlenecks:• You are not attracting

people that want to travel right now

• OGX Members are not prepared to contact Leads

Possible solutions:• Review the way you are

attracking!• Review the way you are

training your members

High conversion?

You need to attract more of these people!

Low conversion?

Target the right people!Communicate your message in a better

way!

Conversion goes beyond online systems,

Its about engaging your potential customers &

giving the right incentives to go down

the customer flow.

Check the information flow on your online channels

Head hunting

right profiles

Replying via email or

phone in 24h

Automated Emails after

sign up

Clear information flow locally

and nationally

Showcasing experiences

Send specific

product with partners, timeline,

DDL

Newsletter to customer segments

Replying via email or

phone in 24h

Make sure your LCVPs are contacting applicants fast and in the right way

Example how to track it:• Once per month, create a fake applicant

and wait for the contact from your LCs• Analyze the e-mail/call you have and give

feedbacks• Reward and Recognize LCs that have fast

responding and good approach by email or phone

Create automated emails confirming the registration, use this opportunity to send an customize an very attractive e-mail, with clear information what to do next

You can also add:• Phone number to fast

contact• An opportunity available• Small showcase content

Automated Emails after

sign up

Contact the Lead and show specific opportunities, so he can understand the product better and feel motivated to apply

Send specific

product with partners, timeline,

DDL

Promote on Facebook, print or show to EPs during a meeting:

• Posters with short testimonials• Returnees Blogs and Videos about their GIP• Cultural Shock platform• Bring the person to talk in an info session

Showcasing experiences

Showcase a lot to create good influence in the Lead decision.Collect from your LCs or ask an NST to help you to collect it!

Head hunting

right profiles

Head Hunting the specific profile you need, this way you can contact them directly and the conversion should be faster

How to do it?

Create an internal movement:• Organize a small internal

campaign to members give contacts of friends that could be an EP

• Recognize members that are giving contacts and push more contacts

• Contact the profiles and offer opportunities

• Convert!

Clear information flow locally

and nationally

Make sure every touch point you have with your customer they know what to do next!

How to do it?• Call to action expressions “Apply

Head hunting

right profiles

Replying via email or

phone in 24h

Send specific

product with partners, timeline,

DDLClear

information flow locally

and nationally

Showcasing experiences

Automated Emails after

sign up

Newsletter to customer segments

Use Content Strategy to make your marketing &

conversion a success

Content marketing is a marketing technique of creating and distributing

valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving

profitable customer action.

“”

Content Creation Workflow Example:

Awareness [ ATTRACT ]

Consideration [ CONVERT ]

Decision Making [ CLOSE ]

Graphics CTA:5 Things Every

Aspiring Teacher Should Know”

Social Media CTA: “3 Destinations That Will Change Your

Life”

Lead Generated

University Booth or Event — Physical

Offline Promotion

Day 1: Email: Send “Explore Destinations for Teaching Abroad.”

Day 7: Email: Send “Our Internship Process in 5 steps.”

Day 20: Email: Send “Success Stories of Going Abroad.”

Lead Converted - EP RAISED

Rolling Event: Exciting Information Session on

Internship

Follow up

Day 40: Inspiring Email focused on connecting EP to vision

Day 55: Provide Tips for Cultural Integration and Going Abroad

Assuming 60 day gap between lead generated

and matched

Content Marketing helps:

People are clear on what the product is

People are clear on if they are

the right profile

People are given just enough

information so they are curious

People understand the value of what

you’re offering

Improve your entire conversion process due to stronger and focused messaging

Right Profile. Right Product.Right Time.

Awareness [Attract]:

- What’s the Product?

- How does this help me?

- Why should I care?

- Who is it for?

Consideration [Convert]

- What skills are required?

- Where can I go?

- How long can I go?

- What’s the process? $$?

Decision Making [Close]:

- Communication and Follow Up

- Reinforcement of value proposition

- Showcase past experiences

- Help them envision the journey

Why? What? How?

Objective: To set the right expectations throughout the process that lead to better conversion rates

Speaks to one target audience interested in teaching internship.

Focuses on a specific profile.

Take a look what AIESEC in Canada did: Speak to one target audience interested in teaching

internship. Focuses on a specific profile.

cccc

Email Example

91% of consumers check their email daily

48% of emails are opened on mobile devices

Only 11% of emails are optimized for mobile

35% of email recipients open email based on the subject line alone

Have a compelling subject line that connects value or curiosity

Subject line has 50 characters or less

“Teach Abroad this Summer!”

“Change Your Life This Summer by Teaching.”

Visualization of what you’re communicating

Personalization

Ex: Opportunity Newsletter

•Example of a JD•Put the mainly requirements

•Focused in specific profiles

•Gather mailing list with the university

•Adapt for your local reality

•Adapt in order to be used for different channels

•Insert deadlines for applications

•Showcasing

Segmented and more targeted perform significantly better than

blasted emails.

Your e-mail should generate curiosity and desire for interest in the program so they click the

CTA

Concise, powerful and “bite-sized”

Give education how to run attracting

and conversion

Make sure your LCs have a

conversion responsible

Track LCs during the

process

oGIP Tier 1 – Converting the right people