INCREASING OUR REACH AIESEC India | 2013

Siddhant ChoudharyMC VP Marketing AIESEC India

In this Video

•Why to engage

•How to engage

•What activities

In this Video

•Why to engage

•How to engage

•What activities

Brand Evolution

Engagement

Org reputation building

3

1

2

3

Focus

Brand Evolution

Engagement

Org reputation building

3

1

2

3

FocusBrand Re-design

Brand toolkitEducation, coaching & consultancyMessaging creation and development (brand & sub-brands)Implementation on different mediums/channels (ex.aiesec.org)

Brand Audit SurveyTailored Marketing Campaign

Brand KPIs• No. of respondents to brand audit survey• % of respondents that have the correct brand association• No. of Leads generated through market positioning strategy on ORS

Brand Control KPIsNo. of respondents to brand audit survey% of respondents that have the correct brand associationNo. of Leads generated through market positioning strategy on ORS

Expected Outcome7,000+ youthspeak respondents% correct brand associationIncreased % of ORS registrants converted to customers

Brand Evolution

Engagement

Org reputation building

3

1

2

3

Focus

Online Engagement:

Key Online Projectso CultureShock, o AIESEC India Blogo Social Media Campaigns

Drive: Daily Content Evolutiono Showcasing

Move: Traffic Optimisationo Unique Visitors, Visiting/Month

Convert: Online registration systemo ORS

Massive Online Engagement KPI’s• Reach on Main Social Media Channels:

• No of followers on twitter• No of Likes on facebook• No of members in Linked in Group

• No of promoters (people talking about AIESEC)• No. of Conversions from social media channels to website (inbound

links)• No. of leads on ORS that are generated from Online Channels (CTA on

Website)

Expected Outcome% growth on all Facebook, Twitter, Linked InGrowth in % of active usersIncrease in number of leads generated from Social Media on ORS

Marketing

Engagement

Org reputation building

3

1

2

3

Focus

Offline Engagement:

On Campus Activity/PromotionCollege FestsEventsYouth Empowerment Database Collection Direct to www.aiesec.in

Massive Offline Engagement KPI’s• No. of Associate Members• No. of Database Registration from Offline Activities• No. of leads on ORS that are generated from Database

Expected Outcome% growth on all Facebook, Twitter, Linked InGrowth in % of active usersIncrease in number of leads generated from database on ORS

Marketing

Online Engagement

Org reputation building

3

1

2

3

Focus

Partnerships and AlliancesEvents and AwardsShowcasingMedia Coverage [Print, Radio, TV]

Organizational Reputation Building KPI’s• Recognition received (in the form of awards, status or certification)• Reach of our Publications and Media Exposure• Respondents of ORS/ Brand Audit that were "recommended" to join

AIESEC• Answers of respondents of ORS/ Brand Audit on the question "Where did

you hear about AIESEC?"Expected Outcome% correct brand association Reputable status maintained/ achieved (ex. UN)Awards Received (ex. World Blu)Increase in media Exposure around National lead initiatives (Y2B, External Events and Alliances) ORS results

Increase in Leads and contacts generated by events and public relations activitiesIncrease in Promoters

FAQs