GIP – Marketing for conversion

Marketing for Conversion Why is this important? What results can it bring to the entity?

What results can it bring to the entity?

We realize only a fraction of what we attract.

Marketing activities are confused as Communications and are not connected to ELD Goals – Marketing is not driving GIP/GCDP.

We only match 30% of our available EP forms, and even less of our TNs. Time taken to match 120 days!

Our customers are left in the dark once they register for our programs They aren’t contacted for ages!

We need to start using external data (through OP & ORS) in addition to our internal CY partnerships. There is a huge scope for growth in that ORS

Accurate customer attraction, with right

expectations

Fast and simple conversion +

tracking

Increased matching rates

Lower experience

delivery time (Ra Re)

Marketing for Conversion What to consider for re-planning?

- Understand that Marketing is different from Communications.- Think of how OP & ORS can be integrated in your existing Raising & Matching process.- Cascade it to planning or re-planning of LCs:

- Clarify the KPIs for Marketing, create the culture where Mrkt and front office functions are setting the goals together and working together the goals and put these KPIs in the LCs re-planning tool

- Have Marketing and OGX together accountable for the matched targets, NPS score for matched

- Selection of VP marketing should be stricter - find people with the right skills (like previous operational experience) and educate your LCPs on how to select and train the marketing people 

- Include in the incentives systems and awards the KPIs, such as conversion rate.- Hidden checkpoint! Good to see that you’re checking output. As a reward: Go to MCPs FB

group, find the post that announces STM output released, and post a random (it could be very random) question as a comment to any ST member. Your questions will be answered for sure.

Marketing for Conversion Specific Ideas from the Steering team meeting for implementation/ST next steps

1. Have a meeting with MCVP Marketing and MCVP OGX to: set KPIs from application to match; set the meetings and checking points of KPIs together.

2. Include conversion rate track in MCEB Meeting.3. Include conversion rate in LC planning or re-planning framework.4. Include Global ORS as a traffic source, and link it to national website 5. Selection of VP marketing should be stricter - find people with the right skills (like previous operations

experience) and educate your LCPs on how to select and train the marketing people 6. Include in the LC incentives systems and award the KPIs, such as conversion rate.7. Have virtual and/or physical (in the next national conference) training about synergies between Operations and

Marketing following Talent Capacity output.

Find more information here: Global BIG AIESEC Wiki Global Marketing WikiGLOBAL | BXP Summit WIKI (Coming soon in MCP Newsletter and myaiesec.net)http://www.myaiesec.net/content/viewfile.do?contentid=10282693