Promotion CampaignAutumn 08 : Promotion CampaignAutumn 08
Communication plan : Communication plan Objective
Goals
Target audience: Who we want to reach
Key messages: What we are going to say
Format of the campaign
Channels of Communication
Tactics: Instruments of communication
Timeline: When we will do this
Evaluation
Objective : Objective to attract people with needed profile to the AIESEC during Talent revolution
Slide 4 : Long-term members:
Background: management, marketing, languages, IT, Finance
Competencies: commitment to results, effective communication, self awareness, personal effectiveness, flexible thinking
Short-term members:
Background: marketing, management, IT, economics, international relations, languages
Competencies: flexible thinking, commitment to results, personal effectiveness, effective communications, resilience, self awareness, awareness of others, Target audience: Whom we want to reach
Slide 5 : (for both target audiences)
AIESEC provides opportunities of self-development and gaining progressive knowledge in the issue by participation in international internship, leadership development and access to global learning network.
AIESEC ????? ?????????? ???????????? ?? ????????? ????????? ????? ? ?????, ?? ???? ????????, ?????? ?????? ? ??????????? ???????? ?????????, ???????? ???? ? ?????? ?????? ?? ??????? ?? ??????????? ?????????? ??????) Key messages: Primary message
Long –term membership AIESEC is a global youth organization that provides opportunities of complex leadership, personal and professional development in the issue. AIESEC is youth organization that develops youth and impact to society. (AIESEC – ????????? ????????? ???????????, ?? ??? ?????????? ???????????? ???????????, ????????????? ?? ???????????? ???????? ? ?????, ?? ???? ????????. AIESEC – ????????? ???????????, ?? ???????? ??????? ????? ?? ???????? ?????????? ????? ?? ???????????). : Long –term membership AIESEC is a global youth organization that provides opportunities of complex leadership, personal and professional development in the issue. AIESEC is youth organization that develops youth and impact to society. (AIESEC – ????????? ????????? ???????????, ?? ??? ?????????? ???????????? ???????????, ????????????? ?? ???????????? ???????? ? ?????, ?? ???? ????????. AIESEC – ????????? ???????????, ?? ???????? ??????? ????? ?? ???????? ?????????? ????? ?? ???????????). Key messages: Secondary
Short–term membershipAIESEC is a global youth organization that activates leadership and provides opportunities of unique professional experience during internship in the issue in one of more than 100 countries. AIESEC – ?? ????????? ????????? ???????????, ?? ???????? ??????? ?? ????? ?????????? ???????? ?????????? ??????????? ?????? ?????????? ? ????? ????? ???????? ? ????? ? ?????? ??? ??? ????? ?????. : Short–term membershipAIESEC is a global youth organization that activates leadership and provides opportunities of unique professional experience during internship in the issue in one of more than 100 countries. AIESEC – ?? ????????? ????????? ???????????, ?? ???????? ??????? ?? ????? ?????????? ???????? ?????????? ??????????? ?????? ?????????? ? ????? ????? ???????? ? ????? ? ?????? ??? ??? ????? ?????. Key messages: Secondary
Format : Format I’m an AIESECer campaign
What?
Profiled inspiring stories of AIESEC members who lived unique AIESEC experience (leadership, exchange, self-development in issue)
Consists of posters and case studies
Why?
Fully aligned to AIESEC brand XP (reflects AIESEC XP to our TA)
I’m an AIESECer allow us to reach people with different background
Channels of Communications : Channels of Communications On-campus promotion (marketing materials delivering, events in universities)
Off-campus promotion (“old” and “new media”, internet, TV, radio, places of students’ interests)
Tactics: Instruments of Communication : Tactics: Instruments of Communication Integrated marketing communications: ATL
BTL
PR
Direct marketing Additional Instruments: PR 2.0
Ambient marketing Events: Case clubs
Promo table
AIESEC Days
ATL instruments : ATL instruments Posters + case studies
Leaflet
Stickers
Flyers
Rule
Banners and buttons
Informational desks T-shirts
Pens
Badges
Multimedia (TV and radio spots)
PR instruments : PR instruments Announcement news
Press-releases
Press-kit
Fact sheet
Articles on relevant topics and interview Participation in NGOs events
Using products with corporate symbols (pens, T-shirts, badges)
BTL : BTL Giving of flyers before or on events
Using of teasers
Direct marketing : Direct marketing Direct mailing
Posts on voices, mailing groups
PR 2.0 instruments : PR 2.0 instruments Social networks (vkontakte, odnoklassniki)
Forums
RSS
Youtube.com
Blogs
Ambient marketing : Ambient marketing Flash mobs
Special flyers-teasers
Timeline: When will we do this : Timeline: When will we do this Preparation stage:
15.07 – 03.09.2008 – Task Force “Marketing materials creation”
Realization:
05.09 – 16.09.2008 – AIESEC weeks in universities (case clubs and promo tables)
22.09 - 26.09.2008 – AIESEC days (informational sessions)
Evaluation:
Brand audit for students
Slide 18 : Thank you for your attention!!!