Table of Contents Summit Preparation ...................................................................................................................................... 2 Conference Agenda ................................................................................................................................... 2 Day 1 ............................................................................................................................................................. 2 Point noted ............................................................................................................................................... 2 Day 2 ............................................................................................................................................................. 3 Current state vs. desired state? ................................................................................................................ 3 What do random students think about AIESEC ........................................................................................ 4 Key Points noted ....................................................................................................................................... 5 Day 3: ............................................................................................................................................................ 6 General discussion .................................................................................................................................... 6 What I want to impact .............................................................................................................................. 6 My values .................................................................................................................................................. 6 Who do I listen to ...................................................................................................................................... 6 Development means ................................................................................................................................. 7 Why might AIESEC be the best Place? ...................................................................................................... 7 Way Forward from the PR summit ............................................................................................................... 8 Hub Coordinator Comments ..................................................................................................................... 8 Resource links ........................................................................................................................................... 8
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Summit Preparation Conference Agenda Monday Tuesday 9.00 ‐ 11.00 Travel 11.00 ‐ 1.00 to site 2.00 ‐ 4.00
Get to Know
4.00 ‐ 6.00
PR and brand
Current state Our desired Reputation
Wednesday Thursday
Time GMT +3
Our contribution
9.00 ‐ 11.00
Our contribution
11.00 ‐ 1.00
Goal state
Taking it forward
Conclusion and communication 2.00 ‐ 4.00
Global dreaming
The big Picture
How we close
4.00 ‐ 6.00
Day 1 The day was abit light and there was just get to know session starting from 2pm and the AI Session of PR and Branding by Michele (AI). Output for that session is here: Session 1: Brand and PR ‐‐ http://aiesec.adobeconnect.com/p4q6kmrgbry/
Point noted At the end of the day the general discussion was that we really need to fit AIESEC into the African reality and we also need to be present in the global network.
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Day 2 Current state vs. desired state? PR goals in terms of percentage of students who know what AIESEC is? Year Percentage Strategy 2012 10% Positioning AIESEC in university websites December Streamlining our AIESEC social media and website platforms(means having a uniform message and less repetitive pages of facebook especially) Working with other organizations in university for a greater reach Using exchange to sell AIESEC Have a uniform message on all platforms Expansion to new LCs 2013 50% Working with Non student organizations for a greater reach Review the 2012 goals and achievements Expansion to new regions in our countries, eg coast for Kenya Engage High school leavers to do exchange before joining campus
2014
75%
2015
100%
Comments
Comment: We also have to consider that in East Africa only a small proportion of youth are students (in university and other institutions of higher learning) hence our challenge for engaging every youth is bigger Collaborate with non‐student organizations eg UN for projects Use of Mass media, radio, TV, print to position AIESEC Government involvement in AIESEC Activities Value addition for partners Create longer term partners for our programs in order to sustain the growth of our presence
Note: These numbers are just about 440,000 students in the five countries and when we say reach, we mean that at least each of the 440000 students has heard of AIESEC in the right manner and knows what AIESEC does. For the number of students who think that AIESEC is the best place for them to develop in order to impact the world, there has to be a way of measuring that first before we make estimates (EA PR delegates concluded that) therefore the ball is on the EA MC teams to make it happen. As for East Africa, the problem is that not many are in university or college hence we need to engage them too. 3
What do random students think about AIESEC
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Global dreaming session output: http://aiesec.adobeconnect.com/p5n5c9oon57/
Key Points noted 1. We are our own enemies as members of AIESEC in terms of bad image 2. Our regional reach is less than 10% of students and there are more young people who are not students so we are far from the goal of “Engaging and developing every young person”
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Day 3: We had a session by Elena Gaffurini about how we can engage the African youth and the global network in improving the image of AIESEC in Africa, she told us of the Africa in me project to be launched late next month (June).
General discussion In general, AIESEC Africa in general can involve the non‐ student youth in projects like Kuleana and Kuleana Kazi which allow students to volunteer in NGOs in their country to alleviate different social issues. AIESEC East Africa is also organizing E‐Lead Conference which will allow non AIESEC students to participate in a Leadership and entrepreneurship form te whole East African region in August.
What I want to impact
Each and everyone in the community especially the African girls Impact women in leadership and professionalism Helping fellow youth East Africa Inspire confidence in Africans Professionalism and integrity Positivity and responsibility
My values
Acting sustainably Inspiration Discipline Responsibility Striving for excellence Caring for others Respect Focus
Self confidence Integrity fun Leadership Hard work Patience Creativity Innovation Independence
Honesty Happiness Striving for excellent Living life to the fullest Harmony Affection
Who do I listen to 6
My brother Social media mentors My parents Leaders My fiancée
Testimonials Expert professionals Media Friends Family
Development means
Change from one stage to another Positive personal growth Achievement of goals New ideas and experience Integrating what has been learnt in life
Why might AIESEC be the best Place? Travelling I get to discover and develop my skills Career development Avenue for a brighter tomorrow Experiential learning Networking Vision Inspires action Leadership opportunities Develop my leadership skills Gives people opportunity to discover Get exposure their true abilities outside their comfort Knowledge of different cultures Living diversity The big picture session: https://aiesec.adobeconnect.com/_a855283170/
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Way Forward from the PR summit 1. Form an East African PR committee that will use the output to come up with a PR summit for the region. Applications to be released. (To be formed after a discussion with all East African MCPs and IM responsible) 2. Disseminate all the information we have from the PR summit to all the East African MCs and LCs especially MCPs during the MCP summit, Planning Conference in Kenya (Already Happened) 3. Collaborate with Mass media for reaching young people, e.g. Skonga, Mseto and other TV and radio shows 4. Have a Facebook page for PR issues to be discussed 5. Streamline our social media platform in terms of the message we communicate 6. Have PR session in the next regional conference 7. Making sure that our LCs know the reality in terms of our numbers 8. Have PR policies and disciplinary measures 9. Striving for excellence as members in order to uphold the image of AIESEC as a development organization and not derailment 10. Use government portal and university websites to position various AIESEC LCs and MCs 11. Collaboration with other organizations
Hub Coordinator Comments From the PR summit, I, Caroline Maina VPIM and Comm of AIESEC Kenya have been doing trainings for different groups in the country about PR and Branding and the importance of it. As a Result, one of AIESEC Kenya’s National Focus Areas is PR and branding for the organization and every LC has or is starting to create a PR plan. Some of the initiatives are Lets Get Loud Campaign which aims at positioning AIESEC in Kenya especially through Mass media (TV and newspaper etc), Y2B and the Alumni Innovation Café which has been ongoing since IC.
Resource links For photos go here: https://www.facebook.com/photo.php?fbid=3777035587507&set=a.3777022947191.2164737.1325390 354&type=1&theater For Flipchart Output: http://www.flickr.com/photos/65866299@N03/sets/72157629843794806/ The big picture session: https://aiesec.adobeconnect.com/_a855283170/ Global dreaming session output: http://aiesec.adobeconnect.com/p5n5c9oon57/ Session 1: Brand and PR ‐‐ http://aiesec.adobeconnect.com/p4q6kmrgbry/
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