How to do Campaigns in GCDPo
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Transcript of How to do Campaigns in GCDPo
How to do OGX Campaings
Plan
• Set Goal• Target Audience – Profile of customer• Choose Channels• Create Message• Prepare campaing with concreate MoS and
timeline
Setting goals
• # of RA• # of Application
• Use backwards planning• Use your own efficiency rate (from appl/RA)
To Ra the right EPs you need to know your customer:
• Know how they think• Use Most Influential Channels• Customise your Message
Common Oversights in defining your
Target Audience
Thinking your customer is the same for all the products
Having an overview of your customer that is too general
Not thinking the way your customer does
Target Audience
• STEP 1: IDENTIFY YOUR CUSTOMER -Build a Customer Profile Map
*(oGCDP does Not have Minimum Criteria as strict as oGIP Talent)
Customer Profiles:EP profile of Global Citizen – Cultural (Social projects)
Working Exp. Academic Background Level of English Interests Time
availbality Ideal Behaviours Context
any any
B1 – B2
Interested in social issues
6 - 8 Ability to adapt to different realities
Wanst to take up extra curricular
activities
Preffered: Preffered:Interested in Global Issues
Tolerant/Open to different cultures
Wants to explore new cultures
Social work exp.
Internal relations Interested in Global Cultural
issues
Mostly:
June-July-August
Drive for challange
Presentations skills
Tourism Interested in cross-cultural
communication
Willing to travel Wants to travel
Trainig/Faciliting
Social science Interested in presenting
his/hers own country and
culture
Clear understanding of global cultural issues
Wants to help local
communitites
Cultural Edu/Child Edu
Average – High EQ and Social responsibility
EP Profile of Global Citizen - Language
Working Exp. Academic Backkground
Lefel of English Interests Time
availabilityIdeal
Behaviours Context
Any
Pedagogy/Psychology/Bilingual and Crosscultural
Edu/Language teaching
B2 – C1
Working with
young people
6 – 8 weeks
Wants to enhancfe teaching
skills
Training and development SpanishImproving language
skills
Skills: Advanced teaching Russia
Presentations/Team
management/Training
/Facilitating
Foreign language Edu
EP Profile of Global Citizen - Entrepreneurial
Working Exp. Academic Backkground
Lefel of English Interests Time
availabilityIdeal
Behaviours Context
Any Economics,BA
B2 – C1
In Global issues
6 – 8 weeks
International business/
International relations
Entrepreneurship
Skills: Marketing, Finance
Economics trends
Training/Faciliting/ Presentation Global politics
Strategic management
Innovations
Global mindset and
Entrepreneurial outlook
Target Audience• STEP 2: UNDERSTAND HOW THEY THINK - Build a Customer Insights Map
• Based on your basic understanding conduct External Market Research
• Run surveys/ interviews/ assessments to understand:• Where you’re customers are and when they are there?• What they’re state of mind is at that touch point?• What needs do they possess at that given point?
Sample of Customer Insights Map
Timeline March
Context Going into Summer Vacation in a couple 1 month’s time
Emotional Status(What problems does s/he need to solve?
“I don’t want to be spending the whole summer bored at home. I want to do something different”
Needs(What problems does s/he need to solve?)
“I’m jealous about hearing that my friend’s family will travel to europe, and my family has no plans to leave. “
Touchpoints (Through which
channels can we reach him/her?)
I check Facebook every evening As a distraction from my studying, I usually check to see what my friends are up to.
MESSAGEYour Messaging should be based on the answer to the question— “Why should I buy into this specific opportunity?”
1. Customise a Value Proposition for each Issue (Teach to Learn)
2. 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)
3. What are the Reasons to believe/ Proof points for this issue? (ex. Stories, testimonials, Impact of projects)
CHANNELS1. 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 or physical channels:• Facebook• University and Faculty (Professors,Direct emails, Uni Web, Campus
promo – Roadshows, Class shouts, bus stop)• Web• Your events
1. Determine KPI’s for each of these channels that clarify the ROI of these channels for the marketing campaign
2. A Customer Journey Map can help!
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
Strategies/Tactics:
• Create concreate and measureable Action steps (měřit každou aktivitu jak přispívá k cíli)
• Devide responsibilities• Set Timeline
Example:
• Break down all numbers according to: - My customer (Target group) – aiesecers, returnees, alumni,
students - Which faculties / departements are they from? - Communication channels – where comes my result from?
Example: 20 raises from economical faculty
• 10 people from roadshows and individual meetings set after roadshow
• 5 people from friends – came to event• 5 from facebook from returnees
Evaluate every campaing!