final and updated aiesec sydney marketing excellence award july 2011
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AIESEC Sydney Marketing Excellence Award
July 2011
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AIESEC Sydney Vision
AIESEC Sydney strives to develop passion and innovation in the mindset of youth aspiring for global engagement. It endeavours to be the most dynamic,
sustainable and well-branded platform for young people to EXCEL in the workforce and LEAD the generations
Measure of Success
100 EPs
10 TNs
15 Ls
10 X+Ls
2:1 Member Efficiency
Focus Areas
Ensuring sustainable generation of exchange opportunities
Establishing brand awareness in the internal and external environments
Achieving and maintaining stakeholder satisfaction
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MARKET-ing @ USYD
Make it SIMPLE. Make it MEMORABLE. Make it INVITING to look at. Make it FUN to read.
Leo Burnett – Pioneer American Advertising Executive
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GEN Y CommunicationsChannel Notes
Website www.aiesecsydney.org Renovated to look young and fresh attracting students
Twitter http://twitter.com/#!/AIESECsydney How can we NOT twit?
YOUTUBE http://www.youtube.com/user/aiesecsydney Where Gen Y spends most of their time on.
Facebook AIESEC Sydney SLAP Page
These channels are updated on a regular basis
Strategy: To make ourselves available to GEN Y on their communication channels. This helps us position AIESEC better on campus...
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Branding on Campus
Features on the Careers Ads Website of University
of Sydney
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Branding on Campus
Making the headlines of Business School Newsletter for the CFC stories
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Branding on Campus – O-WEEK
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Branding on Campus – Info Sessions
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Branding on campus
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Branding on campus – Materials
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Branding on campus – Materials
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Branding - Merchandise
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Branding - Merchandise
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Branding – T-shirts
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Internal Branding – Newsletters
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National Initiative Alignment
• Collected 74 ‘Brand Audit’ surveys out of 200.– Promote through
the mailing list– Facebook– Flyer
• Utilize the ‘Wish you are here’ postcards
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• More brand appearance on the university publications, clubs and societies’ publications
• More merchandise, such as wristband and key ring• Liaison with language, culture, education societies
and promote exchange• More lecture bashings and creative campaigns
Looking Ahead
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Finally, our LOVE to Japan!
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Achievement in Member Recruitment
Measure of Success
O-week Pocket Recruitment Total
Sign ups 387 28 415
Applications 81 15 96
Ratio ≈ 5:1 or 21% ≈ 2:1 or 54% ≈ 4:1 or 23% *
*At least 1 out of 4 sign ups fills in an application for membership at AIESEC Sydney. Implication: The marketing strategy implemented has been effective so that we have been able to target the right audience. Hence, with a relatively smaller sign up, we still have a relatively higher application conversion rate.
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Achievement in Member Recruitment
BUT that’s not it... Among these applications are HIGH-QUALITY members
Number of Members
ACTIV8 CON 48
LCM (average) 23
Amazing Race 16
Gaming Night 20
Initiate the tour Rego 46
State Con 30
Alumni Event 32
July Con 18
MRBs 4
Leaders 5
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Achievement in EP Recruitment
Sign-ups 467
Applications 107
Ratios ≈ 4:1 or 23%
Conversion rate is quite high. Almost 1 out of 4 sign-ups fills out the exchange application form online.
And that helps OGX to achieve 25 EP raised on aiesec.net
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Achievement in SLAP Recruitment
Survey 202
Registration 76
Ratio ≈ 2.66:1 or 38%
Notes: SLAP conducted 202 surveys. Out of these surveys, 75 people are willing to pay $70 per month to participate in SLAP. With that much number of registration, SLAP is able to finance 3 TNs or accommodate 3 interns to come to Sydney to teach Spanish, French and Japanese to SLAP participants.
3 TNs Raised and Realised
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Thank you for reading the application...