AIESEC Canada State of Marketing 2014

1. A I E S E C C A N A D A : S TA T E O F M A R K E T I N G & C O M M U N I C A T I O N S
“OUR MARKETING HAS
GROWN A LIGHT YEAR”
BY GORDON CHING,
MCVP MARKETING AND COMMUNICATIONS 13-14

2. L E A D S G E N E R AT I O N
JAN 2013 / JAN 2014
L E A D S G E N E R AT I O N
359.50% YEAR OVER
YEAR GROWTH
2012
2013
S E P T E M B E R 2 0 1 3 T O J A N U A RY 2 0 1 4
L E A D S G E N E R AT I O N =
10,449 LEADS
145,816 WEBSITE VISITS
8.7% WEB TO LEAD
C O N V E R S I O N R AT E

3. LEADS QUALITY
L E A D S G E N E R AT I O N =
10,449 LEADS
QUALIFIED LEADS
G E N E R AT E D =
8637 LEADS
CURRENT QUALITY
OF MARKETING =
82%
MARKET
QUALIFIED LEADS
521 LEADS
SEPT 2012 - DEC
2012
HISTORIC
QUALITY
(997/2182) =
45%

4. LEADS INTELLIGENCE
521 MARKET QUALIFIED
LEADS AS OF JANUARY 2014
390 (75%) WANT TO
R E A L I Z E M AY- A U G U S T
400
350
300
55 (11%) WANT TO
R E A L I Z E S E P T- D E C
250
200
W H AT T H E Y S T U D Y
150
100
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42 (8%) WANT TO
REALIZE JAN - APR
(2014)
L I N K T O I N - D E P T H I N T E L L I G E N C E A N A LY S I S
30 (6%) WANT TO
REALIZE SOMETIME
IN 2014

5. S T U D E N T M Where T I N G I Nto go I V E S
A R K E they want I T I AT
M A R K E T I N G C A M PA I G N T O
BOOST OGX MQL #’S IN
F E B - M AY
C O N T E N T + D I G I TA L
MARKETING FOCUSED ON
SOCIAL & VIDEO (3 VIDEOS)
WEBSITE: GLOBAL
INTERNSHIPS SECTION
DEVELOPMENT + FRENCH
I M P L E M E N TAT I O N
C A M PA I G N W I L L E N G A G E
ALUMNI AND MEMBERS.
R E S TA R T A L U M N I
NEWSLETTER
Campaign is designed to showcase
with the theme of “3”
To showcase what you can do in 3 minutes, 3
years in AIESEC and 30 years past AIESEC.
Will connect clearly to the “awareness” stage of a
lead
Followed by 2 more videos on “consideration &
decision making stage” delivered to leads prior
to summer realization.
Generate: 15,000 leads
and establish benchmarks for
website visitor loads

6. C O R P O R AT EWhere they want to N I T I AT I V E S
M A R K E T I N G I go
D E E P E N C O R P O R AT E
R E L AT I O N S & P R E S E N C E I N
TORONTO
SECURE PUBLIC SPEAKING
A N D R E P R E S E N TAT I O N @
INDUSTRY & STUDENT
EVENTS
P U B L I C R E L AT I O N S A N D
M E D I A P U B L I C AT I O N
CONNECTING WENDY TO
S T R AT E G I C S A L E S O R I E N T E D
EVENTS
Goals:
15 Article Publications
10 Speaking Engagement
50 TN Leads

7. Y O U T H T O B U S I Nthey wantI toI go I V E S
Where E S S I N T AT
E S TA B L I S H T H E C A N A D I A N
YOUTH VOICE
AMPLIFY AND SECURE
SURVEY NUMBERS FOR LEGER
SURVEY
DEVELOP THE YOUTH VOICE
A M P L I F I E R S A N D A F F I L I AT E
PA R T N E R S G R O U P
YOUTH TO BUSINESS
WEBSITE DEVELOPMENT
Desired ROI:
500+ surveys completed
Stretch: 1000 participants on Leger Survey

8. N O T O N LY D I D W E G R O W,
W E G R E W S M A R T E R . W E E V O LV E D .
Conclusion: Leads generation is at an all time high, quality is higher than ever before, open leads are down to
10% remaining. marketing is more focused, targeted and sub-product oriented.
Huge opportunity lies in front of AIESEC Canada to potentially double exchange numbers if we can develop a
strategy to identify key growth areas, and further increase conversion rates leading into MQL’s (market qualified
leads) + OGX EP raise/realizes.
The struggle may potentially lie in how can we ensure that local committee’s have the talent capacity and resources
to manage this influx and deliver. And also the national marketing strategy to support the lead nurturing process to
ensure continual engagement until realization peak of the Summer. I will personally be running several marketing
summits in identified high-potential markets to ensure proper knowledge and alignment.
Corporate marketing is just beginning and will be the first time we are thinking in this dual mindset. The Canadian
Youth Voice movement is gaining momentum as we further develop our expertise in how we can leverage the data
and external community. Wendy’s focus on front-end sales has been extremely helpful in being able to deliver on
sales leads generated via corporate engagement from marketing.
The next few months will be extremely critical if we are to potentially double our Outgoing Exchange
numbers and that requires a “one direction” mentality from national to local levels of initiatives.