1. Product Packaging
(Focus on Peaks)
oGCDP | Tier 4

2. ❑ There is more TN supply
during peaks
❑ It’s easier to raise EPs because
of holiday
❑ Focus our energy
Why
focus on
peaks?

3. ❑ Globally, there are 2 peak
realization time:
#Jun-Aug
#Dec-Feb
*Choose the peak you want to
focus based on your student
holiday timeline
What’s
peak
realizati
on time?

4. Activity Timeline Example
for Dec-Feb Peak
Jun Jul Aug Sep oct Nov Dec Jan Feb
Promotion &
raise
MATC
H
REALIZATI
ON
Product
PACKAGING

5. NOTE:
After identifying the timeline, now you
need to set goals for Raise, Match and
Realize based on backward planning

6. Start from the
main goal:
10 to 40 realisations
Based on
statistics, how
many raises do
you need to get
this many
realisations?
30 to 70+
raised
Based on
statistics, how
many sign ups do
you need to get
this many raises?
(Idealy sign up to
raise conversion
rate is over 30%)
50 to 150+ sign
ups
This means that
recruitment activities
must be focused
enough to get this
number of sign ups
from the right target
market
Activities planning
Here’s the logic
behind
Backwards planning

7. 3 Key Action Steps
for Simple Product Packaging
STEP 1:
Define your
Product
STEP 2:
Package the
Product
STEP 3:
Go and sell to
your customers
#Define countries/territories
and issues you are promoting #Concrete marketing plan
#Define identities of your
product based on customer
insight

8. The output of
Product Packaging should include:
Main Brand &
Sub Brands
(issue based)
Tagline
Target
Audience &
Value
Propositions
LC
Implementatio
n Plan and
guidelines

9. IMPORTANT:
The key to success is to define the
FOCUS issues and destinations
for promotion

10. Why we need to focus?
• Better expectations
• Faster matching
• better cultural preparation
Focusing in promotion and operations
was the KEY SUCCESS factor for many GROWING ENTITIES
IN A
NUTSHELL
STEP 1:
Define your
Product

11. Examples of entities’ product package

12. How
to choose focus issues and
destinations?
STEP 1:
Define your
Product
‣ Step two →
Get to
know your
students
needs
‣ Step one →
Check our
Global
Supply

13. IMPORTANT:
Remember to define your target
audience and adjust your offer
to them.
STEP 2:
Package your
Product

14. why DO WE DO
THIS?
Before we begin to learn on what to do,
let's first take a look at what we need to avoid! :)
3 common mistakes:
✓ 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
An Effective Product and Positioning Strategy
Relies on knowing WHO you’re selling to and
HOW they think.

15. STEP 1: IDENTIFY YOUR
CUSTOMER
Build a Customer Profile Map
BACKGROUNDS
tudents
interested to go
into
International
Relations
TIME
AVAILABILI
TY
Summer
Vacation
INTERESTS/
NEEDS Person
Wants to feel
important
Loves learning abut
new cultures
LANGUAGE
ABILITY
English!
Informed by:
• Trends in
backgrounds
(VP Comms)
• Trends in
Top promoter
Reasons
• Comments
(VP Exchange)
Ops/ors analytics
Nps promoters

16. STEP 2: UNDERSTAND HOW
THEY THINK
Build a Customer Insights
Map
•Based on your basic understanding conduct
External Market Research
•Check social media
•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?
Main
Responsible:
VP Comms
Main Responsible: VP Comms

17. 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.

18. AIESEC Custom
Canvas!
A tool to help your MCVP’s!

19. ❑ Now when you got to
know your target
audience – shape your
product according to
their preferences!
Value
Proposition
STEP 2:
Package your
Product

20. Value proposition
What value do we deliver to our
customers?
‘A statement that summarizes why a consumer should buy a product or use a service.
This statement should convince a potential consumer that one particular product or
service will add more value or better solve a problem than other similar offers.’
‣ Include your LCVPs in creation process!
‣ Before you start preparing the campaign, make sure your LC VPs are clear on benefits you
are offering and problems we are trying to solve.
‣ Value Proposition should be defined together – just follow the process and answer the
questions from the next slide!

21. ❑ Visual Identity -
Building National
Brand can help you
engage more people!Branding
STEP 2:
Package your
Product

22. Building a “ Unique and
ENGAGING”
NATIONAL UMBRELLA
BRAND...
By definition: provides a
opportunity by
attracting customers to the
product and demonstrating the
product's attributes.’
It gives credibility to your
product at local markets,
egagges more people and
increases quality of your visual
identity!

23. GCPs from the network

24. ❑ Customize your offer to
your specific audience
Sub
Brands
STEP 2:
Package your
Product

26. Now it’s the time to sum it upAll you
need isClear Marketing Plan
STEP 3:
Go and sell it to
your customers

27. Marketing Campaign
Allignment of
all our
activities in
campaign
Clear
allocation of
responisibilti
es
Engagement
and reach!
Marketing Campaign Planning Tool
http://www.myaiesec.net/content/viewfile.do?contentid=10278275

28. Executing
your
marketing
campaign

29. What to take in
consideration for my
implementation?

30. Se
p
Oc
t
No
v
De
c
Ja
n
Fe
b
RAISE
MATCH
REALIZE

31. TIMELINE Jul Aug Sep Oct Nov Dec Jan
Team Preparation
Attract
Recruitment
Support EP & MA
RE & Follow up
Go deeper in the timeline for your
LCs!
If you want to realize EPs on January RE peak, you should take care
of the steps before it, like attract that your LCVPs are executing.
It’s recommended that you manage a national timeline for your LCs,
with clear deadlines of application and so on.

32. What should happen
in the local level
during this time?

33. Start with Team Preparation!
Team Selection
Trainings
Team Bulding
oGCDP: Set right profile and define
team start date
TM: Define recruitment timeline
considering team start date
TM: AIESEC Induction
oGCDP: Area training
oGCDP: GTKEO, Integration, Team
identity, team values
Timeline: 1st Month
Duration: 2 weeks

34. Communication Plan
Stands and physical promotion
Virtual Channels Promotion
Timeline: 2nd Month
Duration: 4 weeks
Attract
September
Contact Lead
Select
Conversion Sign Up to Apply
Timeline: 3rd and 4th
Months
Duration: 8 weeks
Convert
October, November
What needs to happen in each
month?

35. Communication Plan
Stands and physical promotion
Virtual Channels Promotion
Timeline: 3rd, 4th, 5th
Months
Duration: 10 weeks
Support EP &
MA
October, November, December
Contact Lead
Select
Conversion Sign Up to Apply
Timeline: 3rd and 4th
Months
Duration: 8 weeks
RE & Follow
up
January, February

36. Every month, make sure your LCs are following the
timeline
As MCVP, you should take care of the implementation
of the strategies and the timeline!
MC VP Implementation Example:
If you want to attract people on September, you should
consider that you will delivery online trainings in August to
prepare LCVPs for run promotion in September
Create clear deadlines and be aware of it!

37. Aug Sep
W1 W2 W3 W4
Attract
Online
Training 1
Online Training
2
+ Create
Communication
Plan
Newsletter To
Engage your
Members
Marketing
Campaign
IMPLEMENTATION TIMELINE
EXAMPLE
(To attract people in September)
Make sure you and your LCVPs are prepared
to run marketing campaign before it
happens!

38. GCPs: AIESEC in Tunisia

39. GCPs: AIESEC in Austria

40. Thank you!