aiesec mic paper - jan 13 2012

8/3/2019 Aiesec Mic Paper - Jan 13 2012

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AIESEC MiCA Strategic Communication Plan

January 13, 2012

Submitted to:Mr. JB Bolaños

Prepared by:

Imbuido, Katherine

Peña, Tabitha

Payong, Krisha



ORGANIZATIONAL PROFILE

Aiesec is the world¶s largest student-run organization founded in 1948 by students from

seven European countries (Finland, Sweden, France, Denmark, Belgium, Norway and The Netherlands). It develops students into authentic citizens of the world through its unparalleled

leadership experiences and global exchanges. With over 60,000 high-potential studentsdeveloping into globally minded, responsible leaders, it has become known as an international

platform for young people to discover and develop their potential to have a positive impact in thesociety.

Per annum, it generates 20,000 leadership opportunities, 5,500 exchanges and 470conferences. It also carries under its belt a network of over 1 million alumni including heads of

state and prominent business leaders.In the Philippines, Miriam College is among the members of Aiesec International. It is

called Aiesec MiC to avoid confusion with Aiesec MC, the name used for the Aiesec PhilippinesMember Committee.

Aiesec MiC was established in 1970 and was dissolved in 2005. The revival of Aisec

MiC was under the leadership of Nicole Cruz. At present, it is headed by Katlin Sanchez, a

Fourth Year Communication Student.

SITUATION ANALYSIS

STR ENGTHS

y Aiesec MiC is a member of Aiesec International, the world¶s largest studentorganization

y Aiesec MiC was originally established in 1970, thus, all it needs is to re-establish its

glory days before its dissolution in 2005AiesecMiC bound by the concept of honing future leaders of the global community

y Aiesec MiC offers the chance to participate in virtual global discussions, virtual teamwork experiences, online knowledge management and hundreds of physicalmeetings/conferences and learning teams

y Aiesec MiC, being a local chapter of Aiesec Philippines, has numerous partner institutions that support the programs and projects of Aiesec.

y Aiesec MiC¶s strength lies on its flexible and highly-skilled members

WEAKNESSES

y Aiesec Mic has poor recognition from the student body

y Aiesec MiC does not actively inform the students about Aiesec programs

y Aisec MiC focuses more on external relations with other Aiesec local chapters in the

Philippines such as University of the Philippines Diliman, Ateneo de Manila University,

De La Salle University and University of Asia and the Pacific

y Aiesec MiC is usually stereotyped as an organization that is all about global internship



y Aiesec appears to not have a distinct identity as Aiesec MiC which incorporates the four

core values of Miriam College apart from Aiesec International

y Prioritizes recruitment for its Global Internship Program over sustenance and recruitment

of members

OPPOR TUNITIES

y Aiesec MiC has a good base to develop further, given that it already has a good number

of programs aligned with Aiesec International

y Aiesec MiC can coordinate with the International Students department to

y Aiesec MiC can tie up with the Higher Education Unit departments to strengthen its

Global Internship Program

y Aiesec MiC can encourage students to become part of Aiesec through an active

involvement in student functions and assemblies

y Aiesec MiC can promote itself through Radio MC and Chi Rho

THR EATS

y Aiesec MiC needs to appeal the dissuasion of international internships an option for On-

the-Job Training

y Aiesec MiC has competition from mandatory Miriam College organizations for every

course such as the Communication Society (COMMSOC), International Students Society

(ISSOC, Applied Arts Society (AASOC), Psychology Guild (Psych Guild) and Junior

Philippine Institute for Accountants (JPIA), etc.

y Aiesec MiC has competition with the International Partnerships and Programs Office

(IPPO)which that offer similar experiences to their target audiences

COMMUNICATION PROBLEM

Aiesec MiC was originally established in 1970. However, it got dissolved in 2005, after

more than 30 years of contribution to the Miriam College Community. Upon its revival in 2008,

Aiesec MiC had worked hard to recruit potential members. Unfortunately, only a small

percentage of the student body appears to find interest in Aiesec thus proving that within the

three years since its re-establishment, Aiesec Mic is in dire need of creating emotional bank

accounts to create awareness among its target audience, the students from the Higher Education

Unit.

COMMUNICATION THEOR Y: Organizational Information Theory



Karl Weick, a distinguished American University Professor and Doctor of Psychology,theorized that organizations depend on information in order to function effectively and

accomplish their goals. He said that the information environment in an organization is created bythe members since they are the ones making the rules, researching for data and making decisions.

But, although this is the case, inputs usually vary. Hence, he came up with an approach

describing the process by which organizations collect, manage, and use the information that theyreceive called the Organizational Information Theory.

The Organizational Information Theory does not focus on the structure of the

organization in terms of its roles which guide its members. Instead, it puts emphasis on the process of organizing. The primary focus of this theory is on the exchange of information within

the organization itself, and how members take steps to understand such information for theorganization¶s development and success.

For organizations such as the Aiesec MiC, the task of managing vast amount of

information is a typical challenge because aside from being a school organization, it is, of course,a member of Aiesec International. This entails Aiesec MiC to take active participation in dealing

with global issues. Morever, technological advancements has also increased the options for newcommunication channels which suggest that the amount of messages that organizations like

Aiesec MiC send and receive as well as the speed at which it is sent increase as well.

Conversely, organizations are not only faced with the task to decode a lot of messages.They also need to determine which people should receive the information necessary to attain

certain goals which in Aiesec MiC¶s case is to achieve awareness and recruitment among thestudent body through effective information dissemination. Hence, communication plays a big

role.

Communication inside an organization is very important since it is the key which enables

it to make sense of itself by identifying meanings from confusing messages. Ideally,organizations must be able to evolve and make it recognizable to its members and its

environment. This is for the reason that if an organization fails to establish a good understandingwithin its boundaries, chances are it will also fail to deliver a clear and understandable message

outside its borders. This is in the same way that if an organization can make sense of itself, it can be successful in developing a level of understanding with its audience.

That being said, during inevitable situations wherein the information received becomes

difficult to interpret, the Organizational Information Theory suggests that Aiesec MiC mustsolicit input from multiple sources through partnerships with the Miriam College Higher

Education Unit departments so as to make sense of itself and gather information which they canutilize in communicating with its target audience to increase the possibilities of recruiting future

members. It points out, however, that the task of information processing is not completed simply by attaining information but by thoroughly analyzing and distributing the information gained

which could influence Aiesec MiC to change and become better at fulfilling its goals.

DEVELOPMENT COMMUNICATION OBJECTIVES

G eneral



To establish awareness among the students information about Aiesec and its programs

Specific:

1. To create a positive impression of Aiesec MiC as part of Aiesec International2. To convey Aiesec¶s message of creative leadership potential among young people

3. To promote Aiesec by creating exposure via Miriam College publications and throughformal tie-ups with HEU departments

COMMUNICATION STR ATEGIES

In order to send a clear message of the Mission and Vision of Aiesec as well as to create a lasting

impression about Aiesec as an organization which aims to develop leadership potential in young

individuals, here are the following activities that will help the Aiesec Miriam College to

reinforce its brand recall to its audience:

1. Interactive booth during first day of classes called Lunch and Learn

An interactive Aiesec booth will be made in the upper lanai during the first day of classes in

Miriam College. This is in line with introducing the organization to freshman students as well as

to other students of Miriam College by creating an interactive booth that will help create a

positive impression of the organization and at the same time relaying information about Aiesec

as an organization.

The interactive booth will be dubbed as ³Lunch/Snack and Learn´ where in the students (will

only have a minimum number of students and can be done in two batches maximum) who will

participate in the mini-lecture about Aiesec will receive free lunch/Snack. The set up of this

booth will be like a mini-classroom where in there will be couches for the students to sit on.

There will also be one member of the Aiesec who will have a mini-presentation about the

organization, its mission and vision as well as its values. Although the interactive booth can only

have limited participants, the interactive booth can also have Aiesec flyers which interested

students can get.

2. A Leadership Seminar for Miriam College Officers (2nd

or 3rd

week of class)

Since Aiesec takes leverage on the fact that it is an organization which aims to developleadership potential, Aiesec MiC can hold a leadership seminar for Miriam College officers to

help them grasp their responsibilities as leaders in Miriam College. Aiesec MiC can invite

speakers, through its partners, to talk about leadership and responsibilities or it can embed

leadership development exercises in this seminar. Through the activity, Aiesec MiC is not only

reinforcing Aiesec¶s message of creative leadership potential among young people but also



creating emotional bank accounts to its internal audience which is the Miriam College students,

especially its officers and student leaders.

3. Feature Articles in Miriam College Student Publication

Aiesec MiC can maximize the student publications in Miriam College to be able to createexposure. Aiesec MiC can coordinate with Chi Rho to feature stories of Aiesec interns in their

pages or to dedicate a corner for Aiesec news. This can help Aiesec MiC to tell an Aiesecer¶s

story and the different opportunities that Aiesec can provide their interns. This is also in line with

reinforcing Aiesec¶s mission, vision and values.

4. Formal Tie-up with Higher Education Unit Departments

As part of Aiesec¶s branding: (a) an organization that provides leadership potential among

people, (b) org that provides experiential learning in the global arena (c) org that aims to develop

cross-cultural understanding , tying up with HEU departments especially during OJT orientation

can help the organization to strategically position itself to be able to still live up to its Mission

and Vision and values.

Through a formal tie-up with HEU departments, Aiesec MiC can promote its exchange

program/internship program to students who will be taking their internships and to those students

who want to hone their skills.

TARGET AUDIENCE

1. Members/Potential members (Internal Stakeholder)

Aiesec¶s potential members or members are the young people, both recent graduates or

students, who are interested in world issues and are open minded active learners who are

looking for learning and development opportunities. In Aiesec Miriam College¶s case, its

potential members are the Miriam College students.

2. Enablers/Potential enablers (External Stakeholder)

Enablers are the Traineeship Nomination takers or the companies that accept trainees

from Aiesec. These companies also have strong corporate social responsibility and

therefore have the willingness to work with issues relevant in the society. Some of the

potential enablers of Aiesec are the following: Mentors, University professors, Industry

specialists as well as Global organizations/companies.

PR IOR ITY AUDIENCE OF AIESEC MIC: THE STUDENTS



Since Aiesec as an organization aims to provide leadership and development opportunities to

young people, the main audience of Aiesec MiC¶s programs, aside from its members, are the

students of Miriam College whose goals and interests are the same with the members of this

organization. Also, since Aiesec MiC focuses more in its members, as its main recipient of

opportunities, emotional bank accounts with Miriam College students are only established during

recruitment week during the first week of classes which resulted to not communicating Aiesec¶s

Vision and Mission.

PAR TNER S

1. Learning Partners:

2. Exchange Partners:

3. Supporters or Potential Supporters (External Stakeholder)

Aiesec¶s supporters are the different partner organizations that give financial and in-kindsupport to Aiesec¶s activities or even Aiesec¶s programs. Supporters can also help Aiesec

to promote their activities through promoting Aiesec as an organization

These partner organizations work hand in hand with Aiesec to provide its members

learning and leadership opportunities both for the benefit of Aiesec¶s members and the

development of the company.



4. Media Partner

5. Aiesec in the Philippines Partners

IMPLEMENTATION

MANAGEMENT OF THE PROJECT

DATE ACTIVITY

1st

day of classesd Lunch and learn

2nd or 3rd Week of Classes

Leadership Seminar

All-year round Promotions through Miriam College publications

January to May Tie-ups with HEU departments(for international internships)

aiesec mic paper - jan 13 2012

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