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MICHAEL OHAEGBU

“An Era of External Relevance.. Contributing to AIESEC 2015”

MCVP QUESTIONAIRE

2


“An Era of External Relevance.. Contributing to AIESEC 2015”

1Current Marketing Realities of AIESEC Malta

AIESEC in Malta has not been able to create a lot of Impact in the Marketing Functional Area. It can be said that the role is NEW and needs a lot of Structuring & Innovation to perform as expected. Analyzing this would be done by carefully looking at the activities and what can be improved upon. Getting things right can allow for a very remarkable growth in the short time giving rise to a sustainable structure and plan for the Long Term.

THINGS TO CHANGE Good internal IT infrastructure to support Marketing & Communication. Such as ORS with regular website visits Sub products development through Global campaigns implemented (GLOBAL TALENTS & CITIZENS) to drive oGCDP Communications between MC - LC is necessary as it fosters direction for LC and how they connect to strategies for synergy & collaboration to achieve results.

Partnerships with companies &Media for Enhanced PR to showcase programs and the Entity – AIESEC Malta Partnership with faculties & Universities authorities for easy program campaigns – Though this has to be strengthened SYNERGY WITH OGX to drive oGCDP products helping to boost the focus area of AIESEC Malta

THINGS TO KEEP

2 The Marketing Functional Area gives a lot of Support to the OGX Team in achieving oGCDP Goals through SYNERGY

& COLLABORATING with the OGX Team through BACK OFFICE activities theseitgoals are realized and the FOCUS AREA of the entity AIESEC Malta is achieved for the year. Contributing to achieving 250 oGCDP would include through the following: PRODUCT DEVELOPMENT

PROMOTIONS & CAMPAIGNS

CONVERSION RATE OF CUSTOMERS

PRODUCT DEVELOPMENT

The Marketing functional area would work in designing & brand products/campaigns around oGCDP which would be able to engage young people and suit the Maltese Market.

PROMOTIONS & CAMPAINGS

Using various channels, strategies & tools for promoting ( B2B marketing, social media, print media etc.) oGCDP products to the Students & youth of Malta

CONVERSION RATE OF CUSTOMERS

Working with the GLOBAL ORS and OP to speed up conversion rate of raises to matches (RA:RE). Also implementing National ORS through National website. All this working to achieve the goals.

Michael Ohaegbu Marketing & Communications 14|15


“An Era of External Relevance.. Contributing to AIESEC 2015” For the CUSTOMER FLOW, it gives a detailed structure of how to attract STRANGERS who can become potential CUSTOMERS. But this can only happen following the GTCM Marketing strategy to create a plan of execution. Using this plan, at each stage progress can be tracked to see if the strategy is working. It involves defining the GOAL for the product. Define the TARGET AUDIENCE to which you want to sell the product to. Also you analyze the right CHANNELS to which you can reach out to the Target Market and sell the product and finally set the kind of MESSAGE for which would be used to reach out to the Target Market. Below is a BREAKDOWN Flow of the activities which would be carried out in the CUSTOMER FLOW:

CUSTOMER FLOW Converting from STRANGERS TO CUSTOMERS ATTRACT -------CONVERT -------CLOSE

Showcasing the Stories to increase reach of AIESEC

DELIGHT ---------------------SHOWCASE

Showcasing the Stories to increase reach of AIESEC

Converting from Strangers to Customers Education around OP & ORS for Members in the Functional Area

Synergy with Marketing & Comm to show promoter stories

Create National teams to manage Follow ups of sign up to increase conversion

Define Channels for Showcasing as uniform

Create email response templates for ease of follow up

For the Backward Plan.. The GTCM Marketing Strategy would be used, this is the breakdown:

Create weekly/ monthly Newsletter to publish this to school authorities/partners

CAMPAIGN NAME: oGCDP Sub-Product This PLAN is to reach & achieve 250 oGCDP Re. The product name is SWAP –

SOCIAL WORK ABROAD PROGRAM

Michael Ohaegbu Marketing & Communications 14|15


“An Era of External Relevance.. Contributing to AIESEC 2015� Having the plan for expansions is a very good. It also links with the Mid-term goals of wanting to Now through this understanding, it is defined that every functional area has to work hand in hand inform of SYNERGY to achieve this. Now what has to be done in terms of the focus for the Marketing & Communication team would include the following:

Expansions culture have to be encouraged by using SWAP as an oGCDP product developed. And the FOCUS to achieve this are:

Set Up Team with team leader to drive operation

,

For SUCCESS TRACKING is important to monitor activity & work done. To see if the plan is feasible according to the strategies set.. It would be done by both the VPMarketing &VPOGX.

Define Value Proposition of Product and coordinate sales nationally

Measure progress from no of RA during the PEAK Periods to no of RE (i.e. Conversion Rate)

3 Its important to understand how much

SHOWCASING our Programs is helping the Entities

The FLOW shows the various Strategies that can be used & how the Strategies would create more IMPACT

oGCDP GROWTH Like Never Before

Corporate Media - Getting TV, radio and newspaper media for stories

STRATEGIES Brand & External Position. It also helps to create PROMOTERS for our programs which helps to ATTRACT other set of customers when they already know what unique experiences are delivered from our programs.

Set teams to deliver on promotions using various marketing tools & channels of communication (website, Social Media , TV, Print)

AIESEC Malta

Applying for awards through external events & Government activities

Social Media & website; Using (Facebook, twitter etc.) to promote stories

Attending External Events for collaboration with other organizations

Campus Media & youth Media(Through websites, portals, etc.)

Michael Ohaegbu Marketing & Communications 14|15


“An Era of External Relevance.. Contributing to AIESEC 2015�

4

For the kind of entity AIESEC in Malta is, the following can be seen as the needed synergies from various functions to help drive overall quality experiences in the Entity: Education around Customercentric behaviors and stakeholder management

Marketing & Comm with TM

Setting up IT structures for Organizational Development & Proper allocation of talent capacity

Using the marketing Tools to drive OGX towards possible Customers & promoters

Job fairs & youth to business events to increase external engagements

Marketing & Comm with ICX Sales force with members to drive and sell products ( oGCDP)

Developing & promoting the MEC for member knowledge and empowerment

Using marketing tools to facilitate Country partnerships & Co-Delivery

Promoting GLOBAL TALENT & GLOBAL CITIZEN to get companies and students involved

Promoting our sub products through various channels & tools to get right set of young people.

Reducing Delivery Time & Recruiting the Special Recruitment based on skill set for the FA Structured Tracking system & welfare plan for members

RECRUITING RIGHT PEOPLE

Standard Recruitment Structure by TM

Clear cut JD & Easy communication for members

Standard Recruitment Structure & Calendar by TM

Clear cut JD & Easy communication for members

REDUCING DELIVERY TIME

Special Recruitment based on skill set for the FA Structured Tracking system & welfare plan for members


“An Era of External Relevance.. Contributing to AIESEC 2015”

AiM GROWTH Like Never Before

Michael Ohaegbu Marketing & Communications 14|15


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