ogip raising for fruit peak
TRANSCRIPT
oGIP Raising for Fruit
Peak
MC VPs oGIPMC VPs oGIP MC VPs MrkMC VPs Mrk MCPsMCPs
Useful info for…
What is fruit peak??June, July,
August Realizations
June, July, August
Realizations
In order to reach the top,
We need to start climbing RIGHT NOW!
In order to reach the top,
We need to start climbing RIGHT NOW!
YES. We need to raise MORE right NOW!
YES. We need to raise MORE right NOW!
Let’s Get Started!
How to set up a fast and smart marketing campaign to raise
more for fruit peak!
The global unemployment rate among 15- to 24-year-
olds was estimated at 12.6% in 2013, with 73 million
people jobless worldwide.
As much as you want to change the world. You
also need to know how to change it.
How do you sell something you don’t
believe in?
You Don’t.
believe in it.
To sell a product effectively. You
first need to
Marketing is not just about promotions but something bigger with a purpose. Our
Purpose. Our Purpose.
To connect a solution to the
prospective customer’s problems that they may or
may not realize yet.
To connect a solution to the
prospective customer’s problems that they may or
may not realize yet.
So you see.
This is why value needs to existin every aspect of your marketing.
Be more than your graphics. Be about something bigger.
Embed the soul of the organizationinto piece of what you do.
The challenge?
A leaking funnel in conversion processes
A leaking funnel in conversion processes
Tier 1 & 2
Tier 3 Lead Generation: How to attract the
right profile
Lead Generation: How to attract the
right profile
The season is ripe of opportunity.
We need to pick our “fruits” in this peak.
Launch a simple & powerful marketing campaign throughout April that is focused and collaborative.
How to squeeze the last “fruits” of the season:
Then promote in May for the last chance to raise and match people
Let’s see how we attract more people
for fruit peak!
“Well executed marketing campaigns work in harmony like a conductor
managing an orchestra”
Let’s spend a moment on how to design and launch an effective
campaign
But before we launch..
Your content will be the fuel for your marketing
campaign
Smart Marketing begins with understanding of customers.
Then to fuel up your marketing strategy with content and delivery.
Your Content Strategy is Key to your marketing
success
Smarketing improves your
entire lead generation and
conversion funnel
How?
By Designing around the Customer
Key Pillars of Smarketing
Awareness [ ATTRACT ]Awareness [ ATTRACT ]
Consideration [ CONVERT ]Consideration [ CONVERT ]
Decision Making [ CLOSE ]
Decision Making [ CLOSE ]
Awareness [ ATTRACT ]Awareness [ ATTRACT ]
Consideration [ CONVERT ]Consideration [ CONVERT ]
Decision Making [ CLOSE ]
Decision Making [ CLOSE ]
Goal Goal TargetTarget Channel Channel MessageMessage
Goal Goal TargetTarget ChannelChannel MessageMessage
Goal Goal TargetTarget ChannelChannel MessageMessage
Smarketing is Effective Content Marketing
So how do we develop smarketing
around our products?
Speaks to one target audience interested in teaching internship.
Focuses on a specific profile.
Content Marketing helps:
Improve your entire conversion process due to
stronger and focused messaging
People are clear on what the product is
People are clear on what the product is
People are clear on if they are the right
profile
People are clear on if they are the right
profile
People are given just enough
information so they are curious
People are given just enough
information so they are curious
People understand the value of what you’re offering
People understand the value of what you’re offering
Right Profile. Right Product.Right Time.
Objective: To set the right expectations throughout the process that lead to better conversion rates
Awareness [Attract]:
- What’s the Product?
- How does this help me?
- Why should I care?
- Who is it for?
Awareness [Attract]:
- What’s the Product?
- How does this help me?
- Why should I care?
- Who is it for?
Consideration [Convert]
- What skills are required?
- Where can I go?
- How long can I go?
- What’s the process? $$?
Consideration [Convert]
- What skills are required?
- Where can I go?
- How long can I go?
- What’s the process? $$?
Decision Making [Close]:
- Communication and Follow Up
- Reinforcement of value proposition
- Showcase past experiences
- Help them envision the journey
Decision Making [Close]:
- Communication and Follow Up
- Reinforcement of value proposition
- Showcase past experiences
- Help them envision the journey
Why? What? How?
To provide 300 senior university students who are graduating soon
on Global Talent Teaching Internships in India, Colombia, Brazil
this Summer for 3 months.
To provide 300 senior university students who are graduating soon
on Global Talent Teaching Internships in India, Colombia, Brazil
this Summer for 3 months.
What is your end goal? Everything you do from this point is to drive
the end goal.
To send students abroad!
What is your end goal? Everything you do from this point is to drive
the end goal.
To send students abroad!
G T C M
Goal: 300 EP’s raised. With a 50% conversion rate — you will need 600 qualified leads.
Target: Senior University students in English, International Relations, Business looking to develop their language skills
Goal: 300 EP’s raised. With a 50% conversion rate — you will need 600 qualified leads.
Target: Senior University students in English, International Relations, Business looking to develop their language skills
Channel: - Offline promotion: University (Events, Classroom Talks, Booths, Newsletters)- Print (3 Flyers for the 3 countries)
- Online Facebook & Website campaign - Email Marketing for Follow Up & Nurture
Channel: - Offline promotion: University (Events, Classroom Talks, Booths, Newsletters)- Print (3 Flyers for the 3 countries)
- Online Facebook & Website campaign - Email Marketing for Follow Up & Nurture
Message: Teach abroad this Summer and impact entire communities through education. Develop yourself while developing the potential of others. Keywords: Impact, Develop, Teach, Educate,
Message: Teach abroad this Summer and impact entire communities through education. Develop yourself while developing the potential of others. Keywords: Impact, Develop, Teach, Educate,
Content Creation Workflow Example:
Awareness [ ATTRACT ]Awareness [ ATTRACT ]
Consideration [ CONVERT ]Consideration [ CONVERT ]
Decision Making [ CLOSE ]
Decision Making [ CLOSE ]
Graphics CTA:5 Things Every
Aspiring Teacher Should Know”
Graphics CTA:5 Things Every
Aspiring Teacher Should Know”
Social Media CTA: “3 Destinations That Will Change Your
Life”
Social Media CTA: “3 Destinations That Will Change Your
Life”
Lead Generated Lead Generated
University Booth or Event — Physical
Offline Promotion
University Booth or Event — Physical
Offline Promotion
Day 1: Email: Send “Explore Destinations for Teaching Abroad.” Day 1: Email: Send “Explore Destinations for Teaching Abroad.”
Day 7: Email: Send “Our Internship Process in 5 steps.”
Day 7: Email: Send “Our Internship Process in 5 steps.”
Day 20: Email: Send “Success Stories of Going Abroad.”Day 20: Email: Send “Success Stories of Going Abroad.”
Lead Converted - EP RAISED Lead Converted - EP RAISED
Rolling Event: Exciting Information Session on Internship
Rolling Event: Exciting Information Session on Internship
Follow up
Follow up
Day 40: Inspiring Email focused on connecting EP to vision
Day 40: Inspiring Email focused on connecting EP to vision
Day 55: Provide Tips for Cultural Integration and Going Abroad
Day 55: Provide Tips for Cultural Integration and Going Abroad
Assuming 60 day gap between lead generated and matched Assuming 60 day gap between lead generated and matched
cccc
Email Example
Did you know?• 91% of consumers check their email daily
• 48% of emails are opened on mobile devices
• Only 11% of emails are optimized for mobile
• 35% of email recipients open email based on the subject line alone
• 91% of consumers check their email daily
• 48% of emails are opened on mobile devices
• Only 11% of emails are optimized for mobile
• 35% of email recipients open email based on the subject line alone
Powerful Emails
• Have a compelling subject line that connects value or curiosity
• Have a compelling subject line that connects value or curiosity
• Subject line has 50 characters or less • Subject line has 50 characters or less
• “Teach Abroad this Summer!” • “Teach Abroad this Summer!” • “Change Your Life This Summer by Teaching.” • “Change Your Life This Summer by Teaching.”
• Visualization of what you’re communicating• Visualization of what you’re communicating
• Personalization • Personalization
Ex: Opportunity Newsletter•Example of a JD•Put the mainly requirements•Focused in specific profiles •Gather mailing list with the university•Adapt for your local reality•Adapt in order to be used for different channels
•Insert deadlines for applications•Showcasing
Email segmentation
Segmented and more targeted perform significantly better
than blasted emails.
Segmented and more targeted perform significantly better
than blasted emails.
Your e-mail should generate curiosity and desire for interest
in the program so they click the CTA
Your e-mail should generate curiosity and desire for interest
in the program so they click the CTA
Concise, powerful and “bite-sized”
Concise, powerful and “bite-sized”
1.Launch a simple and powerful marketing campaign both nationally (online) and with
your LCs!2.Base your marketing campaign on your
products and partners3.Make your customers go through awareness,
consideration and decision making by using the right content!
ConclusionsConclusions
Let’s see how we convert more
people for fruit peak!
What do we convert for a massive GIP
peak?
What do we convert for a massive GIP
peak?
Time is running out, we need to convert more than ever!
Use the most effective way you
can currently convert
OP?OP? Podio?Podio? Other?Other?
What is my conversion plan?
Understand the current state of conversion; the gaps and the strengths
Figure out what can happen in the short termGet responsibles in your LCs to do it now!
High conversion?
High conversion?
You need to attract more of these people!
Low conversion?
Low conversion?
Target the right people!Communicate your message in a better
way!
What is your conversion challenge?
Conversion goes beyond online
systems,Its about engaging
your potential customers & giving the right incentives
to go down the customer flow.
Check the information flow on your online channels
Tips for fast conversion
Automated Emails
Automated Emails
Head hunting
right profiles
Head hunting
right profiles
Replying via email or
phone in 24h
Replying via email or
phone in 24h
Newsletter to customer segments
Newsletter to customer segments
LC responsibles
for conversion
LC responsibles
for conversion
Clear information flow locally
and nationally
Clear information flow locally
and nationally
A specific product with
partners, timeline,
DDL
A specific product with
partners, timeline,
DDL
Special ‘fruit peak’
opportunties: incentives
Special ‘fruit peak’
opportunties: incentives
Optimize process
based on partnership
Optimize process
based on partnership
Bulk selection for
Teaching
Bulk selection for
Teaching
Customer based
matching
Customer based
matching
Showcasing experiences & external
topics
Showcasing experiences & external
topics
What can happen now?
What can happen now?
Keep it simple & communicate clear to LCs!
Wrap upWrap up
Product & right EP
education
Product & right EP
education
Product & EP profile
sheets, sales pitch sheets
for a clear message!
Product & EP profile
sheets, sales pitch sheets
for a clear message!
What can you do right now?
Use practical conversion tactics to
convert like never before!
Use practical conversion tactics to
convert like never before!
Set up a simple and powerful
marketing campaign using
the right content &
Increase the amount of
recruitment cycles!
Set up a simple and powerful
marketing campaign using
the right content &
Increase the amount of
recruitment cycles!
