MARKETING FOR OGX
Bob & Branham
Whose work is this?
Marketing/Comm. & IM or
OGCDP/OGIP?
Having unified goals and purpose within the team is very important.
Know what you are selling
Activity: define ogx programs
Who is our Customer?
3 most frequently-made mistakes about our target
audience…
Thinking that the customer
is the same for allProducts
(opportunities) that we offer.
We have a very general insight on our specific customers.
We don’t put ourselves in
the shoes of our customers
Know who you are selling to
& How they think
1 2 3 4UNDERSTAND
--------FOCUS CUSTOMIZE
ATTRACT--------
CONVERT--------
CLOSE
DELIGHT----------
SHOWCASE
PRODUCT-CUSTOMER FLOW
Product Evolution Customer Flow
1 2UNDERSTAND
--------FOCUS CUSTOMIZE
Product Evolution
tg c m
goal
Target Audience
Know your customer
Know how they think
STEP 1: IDENTIFY YOUR CUSTOMERUNDERSTAND
--------FOCUS
Build 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?)
Informed by:
• OP/ ORS analyticsTrends in backgrounds(VP Comms)
• NPS Promoters Trends in Top promoterReasons Comments(VP Exchange)
This is your basic understanding of your ideal customer
Based on your basic understanding conduct External Market Research
STEP 2: UNDERSTAND HOW THEY THINKUNDERSTAND
--------FOCUS
Build a Customer Insights Map
Check social media Run surveys/ interviews/ assessments to understand:
Where your customers are and when they are there?
What their state of mind is at that touch point? What needs do they possess at that given point?
Activity
message
Customise your
Message
SELL VALUE Not Products
Your Messaging should be based on the answer to the question— “Why should I buy into this specific opportunity?”
Customise a Value Proposition for each Issue (ex. Teach to Learn)
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)
Activity
How do you communicate these values and benefits and preserve a positive experience
within EACH touch point
with the potential customer?
channel
Use Most InfluentialChannels
With your Customer Profile Research, identify the Key Channels which present ideal
opportunities for you to connect with your target audience
Can be online (ex. social media channels) or physical channels (on campus, bus stops, youth events, etc.)
Determine KPI’s for each of these channels that clarify the ROI of these channels for the marketing
campaign A Customer Journey Map can help!
Activities Connection
Know your
customer
Know how they think
Use Most InfluentialChannels
Customize your
Message
TARGET AUDIENCE CHANNEL MESSAGE
Why is it important for my Region?
Goal: 150 EPTarget Audience: Language students & youth organizationsChannels: Physical (info stands, door to door promotions, internal promotions, student events) Online (social media such as facebook, electronic media such as Radio stations on University campusesMessage: Development of specific leadership skills, Awareness of other people’s culture
Survey: What things that attract people/volunteer/message
Sa campaign: Travel to ImpactTarget Audience: Brazil, India, Italy & Mauritius
AngolaBenin
Botswana
Burkina Faso
Cameroon
Cape Verd
e
Cote D
' ivore
Ethiopia
Gabon
GhanaKenya
Liber ia
Maur itius
Mozambique
Namibia
Niger ia
Rwanda SA
Senegal
Sierra Leone
Tanzania
Togo
Uganda
Zimbabwe
0
44 50
3
10
0
51
19
1
198
113
5
26
13 9
352
2
92
21
0
47
6
17
0
Gcdp ep realizations in africa
107923,15
0
2013: Africa Region’s contribution
4.66%
201430,000201538,000
AngolaBenin
Botswana
Burkina Faso
Cameroon
Cape Verd
e
Cote D
' ivore
Ethiopia
Gabon
GhanaKenya
Liber ia
Maur itius
Mozambique
Namibia
Niger ia
Rwanda SA
Senegal
Sierra Leone
Tanzania
Togo
Uganda
Zimbabwe
0
1 1
3
6
0
37
5
1
15
27
0
10
5
9
21
1
11 11
0
6
8 8
0
Gip ep realizations in africa
1775300
2013: Africa Region’s contribution
3.34%
201413,000201517,000
What´s my contribution?
Individual
My LC MC/My country