AIESEC Sydney Marketing Excellence Award

July 2011

AIESEC Sydney Vision

AIESEC Sydney strives to develop passion and innovation in the mindset of youth aspiring for global engagement. It endeavours to be the most dynamic,

sustainable and well-branded platform for young people to EXCEL in the workforce and LEAD the generations

Measure of Success

100 EPs

10 TNs

15 Ls

10 X+Ls

2:1 Member Efficiency

Focus Areas

Ensuring sustainable generation of exchange opportunities

Establishing brand awareness in the internal and external environments

Achieving and maintaining stakeholder satisfaction

MARKET-ing @ USYD

Make it SIMPLE. Make it MEMORABLE. Make it INVITING to look at. Make it FUN to read.

Leo Burnett – Pioneer American Advertising Executive

GEN Y CommunicationsChannel Notes

Website www.aiesecsydney.org Renovated to look young and fresh attracting students

Twitter http://twitter.com/#!/AIESECsydney How can we NOT twit?

YOUTUBE http://www.youtube.com/user/aiesecsydney Where Gen Y spends most of their time on.

Facebook AIESEC Sydney SLAP Page

These channels are updated on a regular basis

Strategy: To make ourselves available to GEN Y on their communication channels. This helps us position AIESEC better on campus...

Branding on Campus

Features on the Careers Ads Website of University

of Sydney

Branding on Campus

Making the headlines of Business School Newsletter for the CFC stories

Branding on Campus – O-WEEK

Branding on Campus – Info Sessions

Branding on campus

Branding on campus – Materials

Branding on campus – Materials

Branding - Merchandise

Branding - Merchandise

Branding – T-shirts

Internal Branding – Newsletters

National Initiative Alignment

• Collected 74 ‘Brand Audit’ surveys out of 200.– Promote through

the mailing list– Facebook– Flyer

• Utilize the ‘Wish you are here’ postcards

• More brand appearance on the university publications, clubs and societies’ publications

• More merchandise, such as wristband and key ring• Liaison with language, culture, education societies

and promote exchange• More lecture bashings and creative campaigns

Looking Ahead

Finally, our LOVE to Japan!

Achievement in Member Recruitment

Measure of Success

O-week Pocket Recruitment Total

Sign ups 387 28 415

Applications 81 15 96

Ratio ≈ 5:1 or 21% ≈ 2:1 or 54% ≈ 4:1 or 23% *

*At least 1 out of 4 sign ups fills in an application for membership at AIESEC Sydney. Implication: The marketing strategy implemented has been effective so that we have been able to target the right audience. Hence, with a relatively smaller sign up, we still have a relatively higher application conversion rate.

Achievement in Member Recruitment

BUT that’s not it... Among these applications are HIGH-QUALITY members

Number of Members

ACTIV8 CON 48

LCM (average) 23

Amazing Race 16

Gaming Night 20

Initiate the tour Rego 46

State Con 30

Alumni Event 32

July Con 18

MRBs 4

Leaders 5

Achievement in EP Recruitment

Sign-ups 467

Applications 107

Ratios ≈ 4:1 or 23%

Conversion rate is quite high. Almost 1 out of 4 sign-ups fills out the exchange application form online.

And that helps OGX to achieve 25 EP raised on aiesec.net

Achievement in SLAP Recruitment

Survey 202

Registration 76

Ratio ≈ 2.66:1 or 38%

Notes: SLAP conducted 202 surveys. Out of these surveys, 75 people are willing to pay $70 per month to participate in SLAP. With that much number of registration, SLAP is able to finance 3 TNs or accommodate 3 interns to come to Sydney to teach Spanish, French and Japanese to SLAP participants.

3 TNs Raised and Realised

Thank you for reading the application...