1. SMTC Marketing Output
Lucas Zhang
MC VP MarComm , AIESEC in
MoC

2. 1.Fundamental change in
MarComm

3. Responsible for leads generation of B2C Marketing & B2B
Marketing
 Great content drive brand awareness
Know your product & market first
• Essence/brand position/benefits
• Student market & corporate market(who/where/how)
 Design your key message
 Package your key message
 Use different ways to deliver the key message
 Conversion rate drive actual buying behavior

4. Digital Marketing in enlarging brand awareness
 Online platform is not just for showcasing but for
marketing
 Digital consumer behavior research
 Digital marketing ‘s linkage with conversion rate

5. Customized Experience Delivery to satisfy customers
Marketing content in every part of customer journey
Customer community management
• Content collection in promoter stage
• Returnee story marketing

6. MC － LC Collaboration to deliver Consistent Brand Experience
 National brand toolkit and product marketing
guideline
 NST building to drive marketing results
 LC participate in national taskforce to implement
national strategy
 Brand touching points management (one AIESEC ,
one Voice)

7. For oGCDP & oGIP

8. Powered by
Insert tmp tlp CF here

9. stranger visitor promoter
MC
MarComm
 National product marketing
guideline （VI &
Communication Plan）
 Executes digital marketing
nationally with clear calls-to-
action.
 PR management to drive
more traffic to website
 Coordinate LEADS
management：
Standardized emails
at every point, leads
automatically get
next step
 Tracking leads
management on
every level
 National Campaign
Design
 PR showcasing
LC
MarComm
 customize product
packaging according to
local market situation
 Localized digital marketing
strategy
 physical marketing events
to enlarge brand
awareness
 Leads nurturing：
opportunity
marketing
physical events
support
 Story Collection
 Local PR
showcasing
For other part，MC will design national template of materials delivered
to customer，and LC is responsible for implement it.

10. For iGCDP & iGIP

12. stranger visitor custom
er
promote
r
MC MarComm  National Website Page
（content marketing &
SEO & LEADS
management）
 National product Brand
Tookit（VI）
 Buddy Program Launch
 PR drive media
exposure to drive traffic
 Opportunity
marketing
materials
template
(Design & story
telling template)
 Cross-culture
EwA activity
design(GCDS,
etc)
 National
Showcasing
Campaign
 Showcasing
Campaign
LC MarComm  Local sales proposal
 Buddy Program
promotion
Implementation
 Implement
LC ICX
opportunity
marketing
materials
to trainee
Local Activity
execution;
Local marketing
campaign(Discove
r China);
Media
Communication
 Story Collection
 Local
showcasing

13. • MC Level will be responsible for B2C
marketing & B2B marketing
• LC Level focus on B2C marketing , for
B2B just follow national standard.

14. Contents in this camp
• Digital Marketing Strategy
• Product understanding & JD clarification
• Public Relation
• Skill Training
• New team structure
• Planning Guidance

15. 2.oGIP Marketing
Just Imagine!
Lucas Zhang

16. How we do oGIP marketing now？

17. What is marketing？
Principle of Customer Value
Principle of Differentiation
Principle of Segmentation, Targeting, and
Positioning

18. Know what you can sell？
Know what you can sell？
Know how to introduce？
Product understanding
Student Market
understanding
Know how to make him buy？
Promotion
Conversion

19. Product Understanding
What is oGIP？
Why oGIP is competitive？
One example？
10 min

20. Core competency：
International
Professional
Entrepreneurial

21. Market Understanding
Draw a picture of your potential customer
10 min
Grade？
College？
Personality？
Emotional Status？
What is he busy with now？
Where to get information？
Personal Network？
Where you can approach them？

22. Promotion－Content
How to make our brand message more sharp？
why International is important？
why professional is important？
Why entrepreneurial is important？
Why global competency is important？
How to make it more vivid？
10 min

23. Promotion－Channel
Planning
What is the channel you can approach your target？
Where we can tell our story
Poster？Brochure？Event？Word of Mouth？
Can we give an analysis
5 min

24. Right Place，Right Time，Right Content

25. Don’t Forget the Conversion!
Follow the potential customer!
Nurture the LEADS!

26. Let’s talk about chasing after a girl

27. Know her contact
Chat with her online
Chat with her online more often
Launch
Movie
Gift
Express your love
Match
………….

28. In different period
Customer have different needs
We should fulfill their needs

29. Online & Offline
To Provide
the best customer experience

30. For LC VP MarComm & oGIP
Please Clarify your synergy part
20 min

31. 3.oGCDP Marketing
Just Forget what you are
doing！
Lucas Zhang

32. How we do oGCDP marketing now？
Which LC is the best one in marketing ? Why?
Which part is good?
5 min

33. What is the Essence of Global Citizen Program？
Why many of us promote this program like travel agency！

34. What is marketing？
Principle of Customer Value
Principle of Differentiation
Principle of Segmentation, Targeting, and
Positioning

35. Know what you can sell？
Know what you can sell？
Know how to introduce？
Product understanding
Student Market
understanding
Know how to make him buy？
Promotion
Conversion

36. Product Understanding
What is oGCDP？
Why oGCDP is competitive？

37. International Team Experience
Global Citizen Awareness
Culture Experience

38. Market Understanding
Draw a picture of your potential customer
10 min
Grade？
College？
Personality？
Emotional Status？
What is he busy with now？
Where to get information？
Personal Network？
Where you can approach them？

39. Promotion－Content
How to make our brand message more sharp？
why International team experience is
important？
Why global citizen awareness is important？
Why culture experience is important？
How to make it more cool？
10 min

40. Promotion－Channel
Planning
What is the channel you can approach your target？
Where we can tell our story
Poster？Brochure？Event？Word of Mouth？
Can we give an analysis
5 min

41. Right Place，Right Time，Right Content

42. Don’t Forget the Conversion!
Follow the potential customer!
Nurture the LEADS!

43. Let’s talk about chasing after a girl

44. Know her contact
Chat with her online
Chat with her online more often
Launch
Movie
Gift
Express your love
Match
………….

45. My NKU oGCDP none peak
experience
100 raise in 2 month

46. For LC VP MarComm & oGCDP
Please Clarify your synergy part
20 min

47. 4.TMP Marketing
Just be more smarter
Lucas Zhang

48. How we do member recruitment？

49. Do we need so many applicants？

50. We need qualified candidates！

51. Why P&G is so famous in job seeking
season

52. Employer Branding

53. Employer Branding is about…
Who
What How

54. What Mars Does
• Who:
– Top quality high potential (learning agility) students who have a
hunger for career success
• What:
– Our focus is Mars unique culture
– The great career opportunities Mars offer
• How:
– We try to reach to our target students directly
– We do in-depth communication instead of mass promotion
– We tell stories
– We show the career map to students
• We try to separate branding from recruitment – branding is a
long term thing

55. What About AIESEC in China?
Who
What How

56. Who
• Target Right
– 5 min Discussion: Categorize your target
students into a few groups, describe their key
differences,
– 5 min Discussion: Find out what they need in
university life respectively
– Do profile analysis of your successful members,
find their common background
– Summarize where the AIESEC alumni go after
graduation (e.g. how many went to MNC?)
– Design the communication / promotion
specifically for the target students

57. What
• 5 min Discussion: What is the image you have in your target
students now? What do you need to change / continue?
• Have a unique and unified brand image is key
– 10 minutes Discussion: What is the image you want to show to
your target students? (Please keep it simple, in one or two
sentences)
– Highlight your most attractive points (e.g. largest student org.?
International experience?)
• Keep it focused, don’t say too many different things
• Find a slogan (global one?), and an representative image, and
keep using it
• Design a clear development road map in AIESEC

58. How
• 5 min Discussion: What’s the most effective communication
channel for AIESEC so far?
• Dos:
– Find role models from AIESEC alumni who has career success, and
organize sharing sessions at department /college level
– Recognition from university / teachers, at least on the improvement
of organization skill being AIESEC’s member, English, AIESEC’s
effort in driving sustainability, student development, etc.
– Find the most effective promotion channel
• Head-hunter (referral)
• Endorsement from your partners?
• Don’ts:
– Don’t just say what the target students want to hear. Make what you
want to say attractive to them
– Pay attention to the activities you do, and the messages you deliver
in them – don’t mix your image

59. Q&A

60. 5.Brand Management

61. Branding是啥

62. Marketing vs Branding
• Marketing is more of tactic
• Branding is more of strategy

63. What is Brand Management？

64. Brand Identity System
Brand Communication

65. Brand Identity System
－Build who you are
VI Authoritative
Essenc
e
Image
Emotional
Benefit
Functional
Benefit
Brand
Personality
Ideal
Customer

66. Brand Communication
Achieve
the brand growth

67. Industry Analysis
Consumer
Analysis
Competitor
Analysis
Brand
Identity
External
Communicatio
n
Internal
Communicatio
n
VI
Brand
Touch
Point
Manageme
nt
AD
PR
WoM
LOGO
VI
BTP design
Process
CRM
Education
LC culture
Brand
communicatio
n

68. Advertisement vs PR
AD：Brief the key message
PR：Deliver the key message to
different stakeholder to influence
customer

69. WoM
Product quality
Customer Community

70. LC internal marketing
education
Dos and Don’ts

71. Customer Experience
Management
• Customers are not loyal

72. 对于消费者来说，品牌是. . .
• 体验的提供者: 在每一个消费者的接触点，
为他们提供愉悦而独特的体验
促销卖场
广告服务
网络
口碑
产品
促销员

73. 品牌体验是……
• 在所有的接触点上为品牌创造事件、
故事、具戏剧性的、有趣的一切。如
今的消费者不只是为产品和服务付费，
他们为品牌创造的一切吸引人的体验
而付费。

74. 品牌体验领域
提供与所属社群团体
等的关系及关联性的体验
人体5官感觉的体验
.刺激视觉,听觉,触觉,
嗅觉,味觉的体验
促进行动的变化及
生活型态的变化等
的体验
.换起气氛及感情、情绪的.心情、情绪、以右脑感觉
.刺激使产生思考、想像好奇心的体验.头脑、知以左脑感觉
Sense：
感官
Feel：
情感
Think：
思考
Relate：
社会关系
Act：
行为
Brand Promise

75. Different Brand Touching Point

76. List AIESEC’s BTP with
students

77. Some other tips
• Brand Management need planning &
design,it is not equal to brand image.
• Brand Equity is not just brand image.
• Internal brand communication is very
important.
• Focus more on brand expereience.

78. AIESEC Brand as a whole:
更大的世界，更好的自己
Better World , Better Self

79. Marketing in our industry

80. • Long consumer journey
1.brand awareness
2.conversion strategy （Follow）

81. • students can’t make decision because
their parents pay
1.marketing to students
2.maketing to parents

82. • our functional benefit should be more clear
and calculated
1.Authorative endorsement
2.design the returnee sharing

83. • Word of Mouth marketing & KOL
marketing
1.make returnee like a star
2.target sales

84. • Be professional
1.manage all the brand touch points
2.showcasing our selection rate

85. • Consumer community
1.communication platform
2.package sales

86. • Empathy
1.consumer decision making process
analysis
2. be patient

88. 6.New function structure

89. Our Current Bottleneck

90. Not Enough HR
Not Clear JD
Lack of tracking
Lack of evaluation
system
……

91. Align with your LC
reality & MC Direction

92. VP MarComm
Consumer insight
manager
DM Manager
Tier4：
50 oGCDP & 5 oGIP
In this period，MarComm’s main JD is to research student market and coordinate product
marketing(TMP/oGCDP/oGIP)and brand touching points management.
MarComm should follow national direction and implement national standard.
X function is final responsible for marketing result.
VP MarComm daily JD：coordinate online marketing（such as polish the content）／media
communication, campus relationship／physical activity management
Consumer insight manager：conduct marketing research to gain consumer insight）／key
opinion leader relationship management
Digital Marketing Manager：mainly responsible for graphic design(OGX material, ICX material)

93. VP MarComm
Consumer insight
manager
Digital Marketing
Manager
（GCDP）
Digital Marketing
Manager
（GIP）
Tier3：
100 oGCDP & 20 o
GIP
With more experience in student market understanding,in this stage MarComm has shown great taletn in
product packaging and begin to take more important role in OGX online raising.
VP MarComm daily JD：Leading online marketing strategy／media communication, campus relationship／
physical activity management
Consumer insight manager：conduct marketing research to gain consumer insight）／key opinion leader
relationship management
Digital Marketing Manager（GCDP）：be responsible for online promotion of 2 GCDP function(design+content)
Digital Marketing Manager（GIP）：be responsible for online promotion of 2 GCDP function(design+content)

94. Tier2：
200 oGCDP &50 oG
IP
VP MarComm
Consumer
Insight manager
（events）
Consumer
Insight manager
（product）
DM Manager
（Design）
DM manager
（GCDP
Content）
DM Manger
（GIP Content） PR Manager
MarComm function begin to playing the marketing role in new customer flow, with the responsibility to drive sign-up
through marketing strategy, while OGX is responsible for nurturing leads to qualified leads.
VP MarComm：lead marketing strategy in student marketing with the focus in consumer insight/product
marketing &PR
Consumer Insight Manager（product）：conducting marketing research for current exchange product
Consumer Insight Manager（events）：EwA activity R&D
DM manager（Design）：local campaign & promotion material design
DM manager（GCDP Content）：GCDP content marketing
DM manager （GIP content）：GIP content marketing
PR manager：media communication/campus relationship/PR alliance building

95. VP
MarComm
Consumer
Insight
manager
（events）
Consumer
Insight manager
（product）
DM Manager
（Design）
DM manager
（Design）
Tier1：
500 oGCDP &100 oGIP
DM Manger
（GCDP
content）
DM Manager
（GIP Content） PR Manager
MarComm function ‘s JD is playing more mature marketing role in new customer flow, with the responsibility to
drive sign-up through marketing strategy, while OGX is responsible for nurturing leads to qualified leads.And in
this period ,Marcomm can localize your HR plan through your marketing performance
VP MarComm：lead marketing strategy in student marketing with the focus in consumer insight/product
marketing &PR
Consumer Insight Manager（product）：conducting marketing research for current exchange product
Consumer Insight Manager（events）：EwA activity R&D
DM manager（Design）：local campaign & promotion material design
DM manager（GCDP Content）：GCDP content marketing
DM manager （GIP content）：GIP content marketing

97. 7.Skill Training

98. Marketing Research

99. Business Objective
Research Objective
Tactics
analysis

100. Social Media Management

101. Channel Position
Why the students need your
platform?

102. The Social Customer

103. Social Design
Designing a campaign & content with triggers to get people talking and
sharing. We do this using “Word of Mouth drivers.”
Creative fueled by Social Design becomes remarkable.

104. ✔
✔
✔
✔
✔
✔
The Word of Mouth Drivers
推动WoM的点
Great Story Do we have a great story with emotional
and rational interest?
Value Exchange Have we offered a clear value exchange?
Creative Participation Do we invite people to play a creative role?
Fresh Interest Do we have something new or
interesting to talk about?
Social Proof Can people show their involvement to others in the
group?
Disruptive Idea Have we surprised or challenged expectations?

105. EwAActivity Design

106. PRINCIPLES of ENGAGEMENT with
AIESEC
• Align with the WHY, HOW & WHAT of
AIESEC
• Align with the AIESEC Values
• Enable individuals to understand the value
of AIESEC’s experiential leadership
development platform
• Provide value to the individual participating
in the activities Aim to create promotors or
ELD customers for AIESEC

108. Engage Whom
• Segment
• Target

109. How can we multiply our event’s effect:
Working with existing networks of young
people is one way that we can rapidly
engage more people whilst running
Engagement activities.

110. • YOUTH ALLIANCES
We need to work with existing youth
organizations to increase the number of
people that take part in engagement
activities. We need to find mutually
beneficial youth alliances with other
membership organisations.

111. • Virtual Space
Content is King!

112. • Open (参与感）
• YOUTH ALLIANCES
• We need to work with existing youth organisations to
• increase the number of people that take part in engagement
activities.
• We need to find mutually beneficial youth alliances with other
membership organisations.
Let’s design together！

113. *Message Map
– Twitter－Friendly Headline
• Key Message 1
– Supporting Message 1
– Supporting Message 2
• Key Message 2
– Supporting Message 1
– Supporting Message 2

114. Let’s try

115. my bring back?

116. • NCF give us opportunities
Be result-driven
• Marketing Logic
Brand Awareness
Conversion
• Brand Logic
Every Touch Point Matters

117. • Principle of customer value
• Principle of differentiation
• Principle of STP

118. • The best marketing way is to go back to
your market
• Truly put the customer in the bottom of
your heart
• Marketing is about touching hearts , and
always will be