Marketing structures oGIP Tier 2
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Marketing structures oGIP Tier 2
Marketing team structures, JDs and KPI
START UP LC LCVP Comm/
Marketing
Member 1 Member 2
KPI: • Number of EP’s Raised
(that fit the right Matchable EP Profiles) • # of Leads/ Registrations from each strategy • Increased Conversation Rate from Sign up to Raise
NOTE: • Marketing team has 1-3 members (including LCVP) • Marketing Team needs to focus on establishing their
market penetration for just 1 Programme (oGIP/oGCDP) and just 1-2 Sub-products/ Issues under this programme
10 to 40 Realisations
30 to 70+ Raised
50 to 150+ Sign ups
(Ideally, Sign up to Raise Conversion rate is greater than 30%)
Sample Backwards Planning:
This means that recruitment activities must be focused enough to get this number of registrations from the right target market
Based on Statistics, how many Raises do you nee to get this many realisations?
Based on Statistics, how many Sign-‐ups do you nee to get this many raises?
START HERE
START UP LC LCVP JD • Designs Marketing Strategy with OGX And Marketing Team and ensures
a well designed product-‐ customer Olow* • Works with Marketing Member to organise 2-‐3 KEY channels strategies
(can be online or ofOline) to reach the target audience • Recruitment Period:
• Takes on the lead role of managing 1-‐2 of the Key Strategies and aligned the LC’s towards this.
• Ensures that his/ her members are on track and the campaign is running according to timeline
• Ensures that OGX is promptly responding to leads/ registrations
Members’ JD (1-‐2): • Year-‐round:
• Ensures website and social media is always up to date with relevant information
• Ensures Relationships with Campus/ University is well maintained
• Recruitment Period: (for each member) • Supports in designing and developing materials for the Campaign • Takes on the implementation of 1-‐2 key channel strategies and
aligns the LC’s towards this
LCVP Comm/ Marketing
Member 1 Member 2
POTENTIAL LC
10 to 40 Realisations
LCVP Comm/ Marketing
Member 1 Member 2 Member 3 Member 4
NOTE: • Marketing team has 3-‐5 members (including LCVP) • Marketing Team needs to focus on scaling up in their market reach for their focus Programme (oGIP/oGCDP) and just 1-‐2 Sub-‐products/ Issues under this programme
30 to 70+ Raised
50 to 150+ Sign ups
(Ideally, Sign up to Raise Conversion rate is greater than 30%)
Sample Backwards Planning:
KPI’s: • Number of EP’s Raised
(that Oit the right Matchable EP ProOiles) • # of Leads/ Registrations from each strategy • Increased Conversation Rate from Sign up to Raise
This means that recruitment activities must be focused enough to get this number of registrations from the right target market
Based on Statistics, how many Raises do you nee to get this many realisations?
Based on Statistics, how many Sign-‐ups do you nee to get this many raises?
START HERE
POTENTIAL LC
LCVP Comm/ Marketing
Member 1 Member 2 Member 3 Member 4
LCVP JD • Designs Marketing Strategy with OGX And Marketing Team and
ensures a well designed product-‐ customer Olow* • Works with Marketing Member to organise 2-‐3 KEY channels
strategies (can be online or ofOline) to reach the target audience • Recruitment Period:
• Takes on the lead role of managing 1-‐2 of the Key Strategies and aligned the LC’s towards this.
• Ensures that his/ her members are on track and the campaign is running according to timeline
Members’ JD (2-‐3 Channels Experts) • Online Marketing (1-‐2 members):
• Ensures website and social media is always up to date with relevant information,
• Explores and develops 1-‐2 Online Inbound Marketing Strategies
• Campus Relations: • Ensures Relationships with Campus/ University
is well maintained (Year Round) • Designs and Oversees Physical Recruitment
Events
Members’ JD (1-‐2 Designers) • Year-‐round:
• Ensures website and social media is always up to date with relevant information
• Ensures Relationships with Campus/ University is well maintained
• Recruitment Period: (for each member) • Takes on the implementation of 1-‐2 key channel
strategies and aligns the LC’s towards this
HIGH POTENTIAL LC LCVP Comm/
Marketing
Brand Team TL
Member 1
Member 2
Brand Team TL
Member 1
Member 2
Comms Team TL
Member 1
Member 2
40 to 70+ Realisations
70 to 120+ Raised
150 to 300+
(Ideally, Sign up to Raise Conversion rate is greater than 30%)
Sample Backwards Planning:
Based on Statistics, how many Raises do you nee to get this many realisations?
Based on your average conversion rate, how many Sign-‐ups do you need to get this many raises?
START HERE
NOTE: • Marketing team has 7-‐10 members (including LCVP) • Marketing Team needs to focus on scaling up in their market reach for their focus Programme (oGIP/oGCDP) and just 1-‐2 Sub-‐products/ Issues under this programme
• TMP/TLP
HIGH POTENTIAL LC Brand Teams • Each Member can handle 1-‐2 sub-‐brands/ Programmes • Market Research • Participate in the synergy meetings with the equivalent teams in
oGX function • Leads the development of the content marketing strategy for
Their main subproducts/ issues • Year round management of the brand positioning for their
assigned sub-‐brands • It is recommended that someone with graphic design abilities is
also within each team
LCVP Comm/ Marketing
Brand Team TL 1
Member 1
Member 2
Brand Team 2
Channel Mgr. 1
Channel Mgr. 2
Comms Team
Member 1
Member 2 Special Comms Team • Builds and Aligns the over-‐all content strategy of
their respective channels to ensure that these spaces continue to contribute more customers and promoters for AIESEC
• Works with the brand teams to ensure that marketing content is aligned
• Includes management of social media channels, website, online registrations, campus relations, media, PR etc.
LCVP JD • Designs Marketing Strategy with OGX And Marketing Teams and
ensures a well designed product-‐ customer Olow* • Leads Proper and Strong Brand management in the LC • Key role in Managing Crisis Communications • Recruitment Period:
• Leads the creation and implementation of the marketing strategy across the different sub-‐brands and channels
• Ensures that his/ her members are on track and the campaign is running according to timeline
HIGH VOLUME LC
70++ Realisations
120++ Raised
300++ (Ideally, Sign up to Raise Conversion rate is greater than 30%)
Sample Backwards Planning: Based on Statistics, how many Raises do you nee to get this many realisations?
Based on your average conversion rate, how many Sign-‐ups do you need to get this many raises?
START HERE
NOTE: • Marketing team has 10+ members (including LCVP) • Marketing Team needs to focus on scaling up their market reach fortheir current developed brands under focus Programme (oGIP/oGCDP/TMP/TLP)
• High Volume LC’s need to especially work on optimising their processes and investing in IT innovations in order to increase their production capacity, These LC’s can work with the MC to develop these evolutions
• Don’t expand the team too much horizontally
LCVP Comm/ Marketing
Brand Team TL
Member 1
Member 2
Member 3
Brand Team TL
Member 1
Member 2
Member 3
Brand Team TL
Member 1
Member 2
Member 3
Comms Team TL
Member 1
Member 2
Member 3
HIGH VOLUME LC
LCVP JD • Designs Marketing Strategy with OGX And Marketing Teams and
ensures a well designed product-‐ customer Olow* • Leads Proper and Strong Brand management in the LC • Key role in Managing Crisis Communications • Recruitment Period:
• Leads the creation and implementation of the marketing strategy across the different sub-‐brands and channels
• Ensures that his/ her members are on track and the campaign is running according to timeline
Brand Teams • Each Brand Team can handle 1-‐2 sub-‐brands/ Programmes (sub-‐
product for oGIP, issues foroGCDP , TMP/TLP) • Market Research • Participate in the synergy meetings with the equivalent teams in
oGX function • Leads the development of the content marketing strategy for
Their main subproducts/ issues • Year round management of the brand positioning for their
assigned sub-‐brands • It is recommended that someone with graphic design abilities is
also within each team Special Comms Team • Builds and Aligns the over-‐all content strategy of
their respective channels to ensure that these spaces continue to contribute more customers and promoters for AIESEC (ex. Content calendar management, Social Media analysis)
• Works with the brand teams to ensure that marketing content is engaging and is aligned to over-‐all brand objectives
• Includes management of alliances, social media channels, website, online registrations, media relations, PR, Campus relations etc.
• *IT support can be outsourced
LCVP Comm/ Marketing
Brand Team TL
Member 1
Member 2
Member 3
Brand Team TL
Member 1
Member 2
Member 3
Brand Team TL
Member 1
Member 2
Member 3
Comms Team TL
Member 1
Member 2
Member 3
0 Be very clear how many members in the Marketing team are driving oGIP, how many members are driving oGCDP Goals and how many members are driving TMP Recruitment
0 Their Goals for sign up, conversion and raise should be based on the programme they are driving
0 JD should be based on the programme they are driving 0 Focus of the marketing team depends on focus of the LC
IMPORTANT
0 When calculating productivity for oGIP in the LC or MC, for number of members contributing to oGIP add the number of members from marketing team whose goals and JD is about driving oGIP growth. Eg: 3 out of 7 members are working on oGIP and 4 on oGCDP then 3 members are included into oGIP productivity data and 4 into oGCDP Productivity data
Calculating productivity
Number of members in Marketing Teams suggestion- Below look at suggestions in oGIP and oGCDP
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