aiesec indonesia | ogcdp summit 2014 | planning block day 1

WE SELL VALUE NOT PRODUCTS

VALUE of oGCDP Value per issue

MESSAGE

Market (Society) Value

Organizational (TN/Project) ValueIndividual (EP) Value

oGCDP Values

Market (Society) Value• Bring awareness to society related to

the issue• Direct sustainable impact given to the

society related to the issue

Organizational (TN/Project) Value

• Giving diversity point of view in the project (the project will have more than 1 perspective and problem solving)

• Having more HR o support the activity to contribute on society

Individual (EP) Value• Representing Indonesia abroad• specific practical xp based on each

issue• Giving direct impact to society in

diverse culture• Better management skill through on

field experience• Better knowledge and skill about team

management

Bottlenecks

Key Limits• Low conversion rate and

efficiency– Only 40% of entities are tracking their conversion rate; – The conversion rate is less than 10% for those who are tracking

• Slow matching process• Quality delivery (EP Preparation)

Inputs!

Action Steps!• Put “Refresh oGCDP Product Packaging” in your re-planning agenda

(synergy between TM-OGX-COMM)

• Make sure you have: • Goal: Re,Ma,Ra, In Review Progress, Open Goals for fruitpeak• Target Audience: Define target audience(follow the customer insight

toolkits)• Channel: Identify key channels and customise how you use them!• Messages:

o Main Brand of your oGCDP Producto Sub –brand (based on issues)o Clarify value proposition, benefits, reasons to believe

Directions!

Program Strategy Map

PP SDM4C

Product PackagingDay 1

Session 4Part 2

1 2 3 4UNDERSTAND

--------FOCUS CUSTOMIZE

ATTRACT--------

CONVERT--------

CLOSE

DELIGHT

-------------------------

SHOWCASE

PRODUCT-CUSTOMER FLOW

PRODUCT EVOLUTION CUSTOMER FLOW

GoalTarget

Audience

Channel Message

Exercise I

Refresh yourPRODUCT

PACKAGINGNOW!

If your entity needs…

To strengthen the brand of the organization To attract your target audience with right expectations To improve your conversion rate

1 2 3 4UNDERSTAND


ATTRACT--------

CONVERT--------

CLOSE

DELIGHT

-------------------------

SHOWCASE



GoalTarget

Audience

Channel Message


UNDERSTAND--------

FOCUS CUSTOMIZE

PRODUCT EVOLUTION

GoalTarget

Audience

Channel Message

Day 1Session 4Part 3

GOAL

GOAL SETTING Through Backwards Planning

1-- Set RAISE GOALS >

2-- Set IN REVIEW Goals

>3-- Set IN PROGRESS Goals

4-- Set Target for OPEN Leads

(Both must have a good understanding of each others’ key metrics.)

Creates In review, In Progress, Sign up Goals

Creates Ra-Ma-Re Goals

Create Customised Monthly Goals for EACH Key KEY Issue

VP Communications/ Marketing

Exchange Responsible

**[TOOL] Planing and Tracking Tool for oGCDP&Marketing:http://www.myaiesec.net/content/viewfile.do?contentid=10276401

Exercise II

Define your target number in each

proccess

The Output You Should Have (1)OFF PEAK Offline – Non SU Online SU

Re # Re # Re # Re

Ma # Ma # Ma # Ma

Sign Contract # Ra # Ra # Ra

Passing Interview # Selected # Selected # Selected

Passing AF # Interviewed # Interviewed # Interviewed

Registration # Contacted (Registers from X Fair/IS)

# Contacted (Registers from ORS)

# Contacted (Registers from X Fair/IS)

SUMMER PEAK Offline – Non SU Online SURe # Re # Re # Re

Ma # Ma # Ma # Ma

Sign Contract # Ra # Ra # Ra

Passing Interview # Selected # Selected # Selected

Passing AF # Interviewed # Interviewed # Interviewed

Registration # Contacted (Registers from X Fair/IS)

# Contacted (Registers from ORS)

# Contacted (Registers from X Fair/IS)

The Output You Should Have (2)

Total oGCDP Target

Total Off Peak

Offline OERaMaRe,

Interviewed, Registered

Offline SURaMaRe,


OnlineRaMaRe,


Total Summer Peak

OnlineRaMaRe,


Offline SURaMaRe,


Offline OE

June MoslemRaMaRe,


June Non Moslem

RaMaRe, Interviewed, Registered

August GeneralRaMaRe,



TARGET AUDIENCE

1 2 3 4UNDERSTAND


ATTRACT--------

CONVERT--------

CLOSE

DELIGHT

-------------------------

SHOWCASE



Goal Target Audience Channel Message

An Effective Product and Positioning Strategy relies on

knowing WHO you’re selling to and HOW they think.

“BUT HOW DO I ACTUALLY IMPROVE WHAT I DO BASED ON THIS?”

3 most frequently-made

mistakes about target audience…

Thinking that the “customer” Is the same for all

Products (opportunities) we offer.

We don’t put ourselves in the shoes of our customers

We have a much too general insights on our specific customers.

STEP 1: KNOW WHO ARE YOUR CUSTOMERSBuild a Customer Profile Map

BACKGROUND(Working/ Academic)

LANGUAGE ABILITY

(Language and proficiency)

TIME AVAILABILITY(When are they

available?For how long?)

INTERESTS/ NEEDS (what

motivates them in everyday life?)

This is your basic understanding of your ideal customer

UNDERSTAND--------

FOCUS

STEP 1: KNOW WHO ARE YOUR CUSTOMERSUNDERSTAND

--------FOCUS

1.Build a Customer Profile Map

BACKGROUND• Recent graduate

nunggu wisuda• People in thesis• Teaching student yg

harus magangn• Moslem

LANGUAGE ABILITYEnglish n france

TIME AVAILABILITYMaret, april, may

INTERESTS/ NEEDS• Nambahin CV/quality xp

sblm apply kerja• Cari data di luar• Mengganti magang, dan

kualitasnya lebih baus dbdgn magang disini

STEP 1: KNOW WHO ARE YOUR CUSTOMERSUNDERSTAND

--------FOCUS

Build a Customer Profile Map

BACKGROUNDStudents interested

to go into International

Relations

LANGUAGE ABILITYEnglish!

TIME AVAILABILITY

Summer Vacation

INTERESTS/ NEEDS People Person,Wants to feel

importantLoves learning abut

new cultures

Exercise III

Define your target number in each

proccess

The Output You Should Have

OFF PEAK TARGET


LANGUAGE ABILITY


TIME AVAILABILITY

(When are they available?

For how long?)


motivates them in everyday

life?)


LANGUAGE ABILITY


TIME AVAILABILITY


For how long?)



life?)


LANGUAGE ABILITY


TIME AVAILABILITY


For how long?)



life?)

SUMMER JUNE TARGET SUMMER AUG TARGET


LANGUAGE ABILITY


TIME AVAILABILITY


For how long?)



life?)


LANGUAGE ABILITY


TIME AVAILABILITY


For how long?)



life?)


LANGUAGE ABILITY


TIME AVAILABILITY


For how long?)



life?)


CHANNEL

CHANNELS

1. With your Customer Profile Research, identify the Key Channels which present ideal opportunities for you to connect with your target audience

2. Can be online (ex. social media channels) or physical channels (on campus, bus stops, youth events, etc.)

3. Determine KPI’s for each of these channels that clarify the ROI of these channels for the marketing campaign

4. A Customer Journey Map can help!

Touchpoints Facebook Blog Website

Mental Barrier spam, iklan, random fq, tag foto iklam, random PM, tag random, poster jelek

artikel dikit, ga relevan judul, tampilan/design jelek, tulisan doang, copas doang, bahasa gk cocok konten, erlalu formal

bosen, design jelek, byk jargon

Question info terbaru darti temen terdekat, ada gosip apa, poto2 acara terbaru, knowledge2 unik, vifeo lucu, grup kesayangan, keep in touch org yang lo knal/akrab,, page artis

ARTIKEL LAIN SAMA SERUNYA, emg lo ngapain, organisasi nya apa

Cara apply, acaranya dmn, kapan, cost

Motivation kepo, banyak yg entertaining, bahan baru, gosip baru, trend baru, chatting sama org yg lo kenal, stalking sesuatu yg menarik perhatian

detail, continous, design bagus, banyak poto, video2 lucu atu touching

Simple, jelas smua info

Activity gngelike, ngeshare, ngeadd friend, ngemessage share, comment, like

Message/ Information

stories touching funny pengalaman super unik, fkta2 unik

program apaan, siapa yg nulis, organisasi nya apa, berapa lama

Cara aplu

Reason to Believe faktual, terjadi, poto, video, org yg dekat buktinya bukan dia doang Testimoni,, foto, showcase brp org udh pergi

Tactic org terkenal, blognya no aiesec at all, aktif

cek jg blog temen gue yg pny experience lucu di rusia

KPI # of click, # of share # click to website# of visitor to XF/IS

STRANGER VISITOR

3:CUSTOMER JOURNEY

Touchpoint Facebook Website

Mental Barrier I’m turned off by ads on social media

I only have a 2 min attention span

Question What’s happening in the world?

Where can I go? What can I do?

Motivation I want to experience something worth sharing

I get to travel and make a difference? Cool!

Activity I’m browsing my wall feed for updates from my friends

I browse the homepage and I look for “about” and “process”

Message/ Information

Redefine yourself Basic Information on where you can go, what you can do, how to apply

Reason to Believe Here’s a story that made a difference!

Showcase direct impact of projects

Tactic Story of an EP teaching kids in Latin America links to website

Basic + most engaging info, Call to action visible on each info page

KPI # clicks to website # sign ups

STRANGER VISITOR

Exercise III

Define your preferable customer flow

The Output You Should Have

Touch point FB Newsfeed Blog AIESEC Indonesia Website

Mental barrier

ads; wordy posters; Spam; Photo tagging; Meaningless post

ads; wordy posters; Spam; Photo tagging; Meaningless post

too complicated; too wordy; bad design; pop-ups add

Question friend's update; somethin uniquely interesting; simple

friend's update; somethin uniquely interesting; simple

info related to blogs; basic information; FAQ

Motivation finding something related to our interest; entertaining ourself

finding something related to our interest; entertaining ourself

easy navigation, easy to understand; Relevant to what they need

Activities read newsfeed; commenting; click interesting link; posting; like-ing

read newsfeed; commenting; click interesting link; posting; like-ing

read; get info; Move to next steps

Message representing your country; specific emotion based on issue

representing your country; specific emotion based on issue

all basic oGCDP info; Selection procces; How to registe

Reason to believe

reason to fight for the country; touching stories; reflection of what we've done to the country

reason to fight for the country; touching stories; reflection of what we've done to the country

pictures; proves; showcasing stories

Tactics something that oppose your country; factual but wonderfll experience;

something that oppose your country; factual but wonderfll experience;

"Act Now" button in every pages; full info; 2 times reminder (ORS); Newsletter

KPI # People click the Link # People click the Link # of registrations; #download

Touch point Promotional Tools

Open Booth Info Session/X Fair

Mental barrier

bad design; too general; no pinching interest; 10 seconds time spent

Passive; empty booth; too aggressive; too obvious selling

One way communication; lack of introduction; bad decoration; too lon time spent; low attendance; no benefit expalanation

Question what's it about; is it related to my interest?

what's this even about? ; if there's anything related to my interest? ; when the booth end?

handbook; relevance proof; storytelling

Motivation interesting design; simple; interesting content

attractive booth taker; interesting design

food; entertainment; known speaker

Activities read; show it to other people

read flyer; ask basic information

listen; ask deeper questions

Message opportunity for specific interest

basic info abou benefit and value

representing your coutry; detail info about exchange; value added; practical xp for degree

Reason to believe

achivement of what we've done for society abroad

promotor strategy & achievement; living proof

achivement of what we've done for society abroad

Tactics specific offering; simple & attractive design; interetsing data

pictures and showcasing videos; put ex- EP to guard the booth; Interesting posters

interetsing facts; culture shock & country information; tips & trick for travelling; inspirational story

KPI #attendance #attendance; # register; #Form Sold

# Forms sold

Online Marketing Off Line Marketing

Online

Facebook Blog WebsiteEmotional stories about Exchange Xp

Interesting picture and post about Exchange (with Link)

interesting story form exchange participants

Offline

Promotional Tools Booth Info SessionOpportunities

information and experience proof

Interesting pictures and proof about Exchange experience

Showcasing of what our EP doing abroad


MESSAGE

MESSAGEYour Messaging should be based on the answer to the question— “Why should I buy into this specific opportunity?”

1. Customize a Value Proposition for oGCDP (General per different product)

2. Customize a Value Proposition for each Issue (Teach to Learn)

3. List down the Key Benefits a customer will gain from the opportunity under this specific issue ?(ex. Gain personal development, make a difference in children’s lives)What are the Reasons to believe/ Proof points for this issue? (ex. Stories, testimonials, Impact of projects)

Exercise IV

Define message + value of your product

Message Off Peak Products

The Output You Should Have(1 – Per Product)

Message Summer Products

Represent

Indonesia

Additional

quality

before applying for

job

Finding data abroa

d

Practical

experience

Represent Indonesia

Unusual fasting

experience in diverse

culture

Voluntary abroad

Witnessing cultural diversity

Impactful holiday

Off Peak Products

The Output You Should Have(2 – Per issue)

Issue Value Basic JD Possible Countries

Literacy - Practical education experience

- teach people in diverse culture

- Give basic education to underpriviledge children

- Russia- Italy- Czech republic

Cultural understanding

- Showcasing our own culture

- Adapting with local culture

- Broaden our mindset about world culture

- Presenting Indonesian culture

- Involving in local culture activities

- Cambodia- Taiwan- Vietnam- Russia- Italy- Slovakia

Environment - Increase awareness of people regarding environment condition

- Giving presentation about how to maintain environment and its danger

- Learning circle about environmental awareness

- Cambodia

Issue Value Basic JD Possible Countries

Literacy - Practical education experience

- teach people in diverse culture

- Give basic education to underpriviledge children

- Russia- Italy- Czech republic

Cultural understanding

- Showcasing our own culture

- Adapting with local culture

- Broaden our mindset about world culture

- Presenting Indonesian culture

- Involving in local culture activities

- Cambodia- Taiwan- Vietnam- Russia- Italy- Slovakia

Environment - Increase awareness of people regarding environment condition

- Giving presentation about how to maintain environment and its danger

- Learning circle about environmental awareness

- Cambodia

Summer Products

Showcasing Strategy(to AIESEC countries, to youth, and to potential TNs)

Day 2Session 4

Part 7

KPIs

Short Term

Showcasing Strategy

Long Term

Showcasing

Strategy

KPIs

Short Term

Showcasing

Strategy

Long Term Showcasing

Strategy

Used for Future Sales!!!

KPIs

Showcasing

Campaign (physical posters)

AIESEC Book

Used for Future Sales!!!


TIMELINE

• Make the timeline of:– Off peak timeline– Summer timeline– Exchange fair project timeline

Things to do..

Gantt Chart of off peakTimeline For Off Peak

Dec Jan Feb March April May3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

IR

Online

PhysicalSelectionMatch

Prep

Realization

Gantt Chart of summer

Timeline Fo SummerJanuary February March April May June

3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4IR

HR acquisition

Online

Physical

Selection

Match

Prep

Realization

Questions?