3. GOAL SETTING Through
Backwards Planning
1-- Set RAISE GOALS > 2-- Set IN REVIEW Goals >3-- Set IN PROGRESS
Goals
4-- Set Target for OPEN
Leads
(Both must have a good
understanding of each others’
key metrics.)Creates In review, In Progress,
Sign up Goals
Creates Ra-Ma-Re Goals
*Create Customized Monthly Goals for EACH Key KEY Issue
VP
Communica,ons/
Marke,ng
Exchange
Responsible
5. An Effective Product and Positioning
Strategy relies on knowing WHO you’re
selling to and HOW they think.
We have a few perspectives that hold us back from this!!
9. We have a much too general insights on our specific customers.
10. STEP 1: IDENTIFY YOUR CUSTOMER
Build a Customer Profile Map
BACKGROUND
Students interested to go
into International Relations
LANGUAGE ABILITY
English!
TIME AVAILABILITY
Summer Vacation
INTERESTS/ NEEDS
People Person,
Wants to feel important
Loves learning abut new
cultures
Informed by:
• OPS/ ORS analytics
• Trends in
backgrounds
(VP Comms)
• NPS Promoters
• Trends in
Top promoter
Reasons
• Comments
(VP Exchange)
11. 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
12. Customer Insight 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.
13. While on the National Level, !
you can have main customer profiles,
the customer insight can be even more
detailed on the LC level as well! !
14. AIESEC CUSTOMER CANVASSwww.aiesec.org
Sub-Product/ Issue
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Academic:
Work Experience:
Language/s and Proficiency:
When should they be free to go on exchange?
(ideal realization date)
For how long should be free to be on
exchange? (ideal duration)
What are my interests? What motivates me?
TIME
CONTEXT
EMOTIONAL
STATUS
NEEDS
TOUCHPOINTS
CUSTOMERPRO
FILE
AIESEC
Customer
Canvas!
A tool to help your MCVP’s!
16. CHANNELS!
1. With your Customer Profile Research, identify the Key Channels
which present ideal opportunities for you to connect with your target
audience
!
2. Can be online (ex. social media channels) or physical channels (on
campus, bus stops, youth events, etc.)
!
3. Determine KPI’s for each of these channels that clarify the ROI of
these channels for the marketing campaign!
4. Social Media & Word of Mouth are the top 2 channels globally!
19. MESSAGE
Your Messaging should be based on the answer to the question—
“Why should I buy into this specific opportunity?”
!
1. Customise a Value Proposition for each Issue
(Teach to Learn)!
!
2. List down the Key Benefits a customer will gain from the opportunity
under this specific issue ?
(ex. Gain personal development, make a difference in children’s lives)
!
3. What are the Reasons to believe/ Proof points for this issue?
(ex. Stories, testimonials, Impact of projects)!
20. Practice: !
How do you communicate these values
and benefits and preserve a positive
experience within EACH touchpoint with
the potential customer?!
22. Touchpoint Facebook Website
Mental Barrier I’m turned off by ads on social media I only have a 2 min attention span
Question What’s happening in the world? Where can I go? What can I do?
Motivation I want to experience something worth
sharing
I get to travel and make a difference? Cool!
Activity I’m browsing my wall feed for updates
from my friends
I browse the homepage and I look for
“about” and “process”
Message/ Information Redefine yourself Basic Information on where you can go,
what you can do, how to apply
Reason to Believe Here’s a story that made a difference! Showcase direct impact of projects
Tactic Story of an EP teaching kids in Latin
America links to website
Basic + most engaging info, Call to action
visible on each info page
KPI # clicks to website # sign ups
STRANGER VISITOR
