Why Global Youth Voice?Our 2015 Vision says: “our growing physical and virtual reach makes us the most credible and diverse global youth voice.” But what does that mean?

Growing physical and virtual reach: We’re constantly increasing the volume of people interacting with AIESEC, its values (what, how and why) and living an engagement experience. This causes awareness of AIESEC.

Most credible: These people recognize AIESEC as a youth voice – this is about trust. And how do we build this trust? Through the building of really big value products and brand element experiences (related to the expected brand elements).

Most diverse: We reach people from a diverse range of backgrounds, fields of interests and social classes. It’s about diversity, plurality and being global. It’s about being in different sector of society, being capable of talking about different topics and issues.

This is a call to action :(Reference [1]) There are lots of problems in the world. This calls for leadership - from many people.

AIESEC believes that our experiences create leaders.

So, we want to provide that experience to as many young people as possible.

Our response:(Reference [1]) To do that, we first need them to become aware of AIESEC. This awareness should lead toward trust.

Awareness and trust in turn build AIESEC's reputation, which is how others see our brand. In the end, this leads to more AIESEC Experiences!

In this wiki you will find:GYV Understanding – Through a huge library, you’ll be able to understand what’s Public Relations, why should we do it, what’s meant for and marketing tools.

Product Development & Management – I want to achieve “x”, so what now? I want to rebuild my portfolio, which attention points should I be concerned of? Is my portfolio targeting the right people or being effective, efficient and efficacious?

Benchmarking & Showcasing – What did the AIESEC network did that I may utilize for my reality? What do other companies do that I may learn something from?

I want to position AIESEC locally!Ok, I’ve heard a lot of “I want to position AIESEC Brand in my reality. What should I do it?”. First, you need to think “What is the expected outcome?”. We want to increase the number of AIESEC experiences, because this is our root of success. So, for each action, which will be the expected outcome?

Be aware that we are only focusing of generating more AIESEC Experiences. To position AIESEC without @XP target is not recommended for local committees.

I want to increase OGX and Team experiences – students marketIf you want to increase the volume of high-quality experiences for our students, we should focus on:

University relations

Strategic partnerships

Youth alliances

Local Forums

Alumni Relations

Participation on external events

(I will not enter in OGX and TXP timelines, promotion and raising strategies – It’s a PR wiki )

I want to increase ICX experiences – organizations marketIf you want to promote our internships opportunities to organizations, we should think about:

Positioning AIESEC everywhere I go

Network building

Strategic partnerships/Alliances

(I will not enter in ICX, project management and raising strategies)

Other stuffHow-to Guides

Sample Materials

References Links

Interesting Links

Students Market: University RelationsUniversities are where our target audience obviously is. But, more than that, having universities as partners is immensely strategic (so strategic that is a strategy out of the strategic partners part!).

So it’s very import that you do a quick market research (how-to [1]) of your local universities. Create a simple database (sample material [1]) and start your prospection actions. Take a look at the national materials for universities (reference [2]), they can surely help you approaching them. “But what do I offer to them?”

Basically, there are four products universities are willing to accept:

1) Professional internships to studentsTake advantage of that. Differentiate our internships from theirs - a lot of universities have academic exchange programmes. Don’t create competition. Mention how doing both will aggregate to student’s life and to the university portfolio (mention it as part of university programmes). If the university has professional programmes, study about them. Is it short-term? Is it long-term? Which destinations? Which academic backgrounds are the focuses?

2) Local events held inside themIf your LC executes forums and fair events, like Y2B and Global Village, present it as a possibility to be held in that university. Tell them how it’s promoted (local media) and how the university brand will be positioned. Also, you will bring people from other universities (particular universities may like to hear that). The big plus: in case of forums, there will be big companies and distinguished guests will come to their university – in case of GV, there will be interns from all over the world, which is a cultural plus. In

some special case, you may invite them to minister a workshop or to speak (may be one of the professors).

3) Trainees inside their universitySome universities with strong International Relations department and a strong international or exchange value may like to work along with our trainees. For example: a global village, some integration event with their international interns, or lectures to their students.

4) Practical work experience for studentsDo a quick storytelling (reference [4]) of how we inspire leaders, our global competency model and or network. Sell our team experiences programmes as a practical work experience, opportunity to develop soft skills and etc. Some universities with more human being touch may be compelled to help you promoting it in it.

Some tips:Must have an alignment between PR, COMM and OGX areas about it. You should do a student research (how-to [2]) of which universities you should approach, which academic areas are preferable, etc. Also, it’s important to coordinate the approaches. For example, COMM may approach coordinators, as PR approaches the administrative sector. But be aware that some coordinators may occupy administrative roles as well (it is very common – it applies to professors, as well).

Prefer formal contracts and terms of partnerships, but do not be bonded by it. Universities may take from one to six months to have contracts signed, in some cases. (really big universities) As the contract is waiting for signature, you may propose some small actions, which may not require huge university intervention or high resources expenditure. Small actions may be room for stand, lectures, product promotion on their channels (social media, spaces for banners, flyers distribution, etc).

Try to sit some time with some representative from the university to create unique actions, as part of the accounting. Universities have a strong culture, so it’s important to understand what really matters to them and adapt it to our products. It’s possible. You just have to listen.

Send reports. It’s very crucial to build a relationship (that’s why this section is called “University Relations”, and not “Selling Only One Product to your University”). How many members are from that university? Which students from it went on exchange? Where are they working? How many people are on a TLP? You can think of a lot of data. These that I mentioned are easy to be collected.

Students Market: Strategic Partnerships

Strategic partners are those organizations who can leverage our operations in a unique way, give us access to new channels to reach our audience and make a significant difference in our strategies.

Example 1: internship agencies. They have a great mailing list. If we partner with them, we may have access to it and promote our programmes. In exchange, we promote their local internships for our members (or even externally, in forums). It must be a win-win situation.

Example 2: HR Recruitment Company. They trains our TXP members and OC Psel on how to recruit better and teach the HR strategies. In exchange, they have access to our mailing to head hunt.

There are a lot of possibilities. Press media relations, social media companies, marketing strategies, mailings, learning partnerships, in kind partnerships, etc. There’s a sheet where you can sketch in a simple way the partnership. (sample material [2]).

Examples across the network:Curitiba – They work with Cetefe, which is an Internship Agency. Whenever AIESEC asks, Cetefe send email marketing to their mailing. In exchange, they have space in the LC’s Y2B forums. Now they are developing a product to offer Global Talents to Cetefe’s partners as part of Cetefe’s portfolio.

But hHow do I manage to identify and prospect these opportunities?We should be focused on doing what we are good on doing. If you weakness is promotion (Y2B promotion, for example), go after partners who can do it well. If you are failing on prospecting new companies or to achieve hot contacts, you should partner with a HR company, which may lend you contacts or build a bridge between you and them. You just have to open your mind to these possibilities. If your weakness lays in creativity, do a brainstorm session (reference [5]) After listing some companies and topics you want to deal with, now it’s about selling and negotiation.

Product Development – Creating cool and customized partnershipsI have created a huge library of how to develop and manage your products. It’s called… Product Development (how-to [3]) True: most of the institutional partners, at least in the beginning, will require unique products (partnerships terms, not programmes) to be created. But it’s very very important that you keep your radar on to not create a lot of different and unlinked processes that will only give you work to do and low efficiency. They must be linked with your natural routine and linked with each other (try to create a process line that dispatches a lot of work at the same time).

Students market: Youth alliancesAlliance is a PR strategy to build our reputation in a mid-term. People and organizations who have similar values and visions to ours can be our alliance. But when we focus on Youth Alliances, it’s basically

the same as strategic partnerships, but it’s focused on organizations that work with youth, as AIESEC does, like academic centers, junior enterprises, and every person and organization that can be multiplier for our message.

Examples of Youth Alliances:

Students market: Local ForumsForums are one of the most successful strategies that were implemented in the year of 2012, when it became a national innovation pilot. In the year of 2012, 20 brazilian LCs realized a Y2B edition, and for the most of them it was their first edition. A lot of things were learned, but the main point is: why do I need a local forum to me implemented? There are a lot of things we can get from a forum, but we should aim what we want from it. Fundraising? Companies contacts? Exchange promotion? Students mailing increasing? Only after this kind of analysis, we can start thinking about “why” we want a forum.

Think first: what it’s my goal?

For a lot of them (GIPi, oGX, brand positioning…), Y2B may serve, but fairs participation do it as well, and you even may create your own product (or use one of the brands LCs have created – let’s stenghten our initiatives!). For example: You want OGX subscribers: you should develop your forum to have the most number of interaction points with AIESEC as possible. Breaks must have AIESEC stand, you may distribute promotional materials, speak about it too. But, the most important, when you are promoting your forum, you should look for people who are engaged with such themes. For example, if you want GCDP subscribers, you should engage them with the forum theme (something not so “serious” or “corporate”) and promote it to the students in the first years of the university. Also, take note on the timeline. When it will occur is appropriated to raise students? GCDP-focus forums on January or July aren’t that smart. Talk to your VP OGX GCDP about it. It’s all about product development (how-to [4]).

Want to host a local Y2B? Check it out the AI guide! (reference [6]).

Students market: Alumni RelationsComing soon.

Students market: Participation on external events

Participating on external events is a great strategy because you don’t spend time in the organization (but spend time on organizing your stand!), probably there will be a lot of companies, which increase the reputation of the event (and you take advantage of that), you make contacts, and a lot of other things. The bad thing is that you may be in a place with your competitors. So, put your best to be different and be the best stand/organization in the place.

But how do I know the events that are occurring in my city?

That’s easy, but it demands daily reading! The simplest thing you may do is signing up for google alerts. Creating an alert is like you asking google to send you an email with the news feed about a topic of your desire. You may create as many alerts as you wish. Set the frequency (daily, weekly, monthly) and your topic. I have a lot of daily alerts, such as “event ****”, “network ****”, “aiesec”. Replace “****” with the name of your city. Yes, I have an alert for AIESEC so I’m warned from things happening with LCs around the globe (their events, as well, for example). This is benchmarking. You may try a lot of different words (the site will give you a preview of the type of results that may outcome from that words).

So, when you notice a new event that will occur in your city, look for the company that’s realizing it. Contact it and try to see what can be done. With time, you’ll notice that there are some organizations that realize a lot of events. They are good organizations to be partner with or be an associate (like chamber of commerce).

AIESEC nationally has a good partner with Salão do Estudante, which is an excellent fair that occur every year, on September. If you notice any other new company or similar events, contact the MC. We, as a national organization, have a bigger power of bargain to negotiate terms (paid participations in these events are usually expensive).

It also depends on the first question of this wiki: what am I aiming? So, this is inside student market section, but there are a lot of events envisioning organizations market.

Organizations market: Positioning AIESEC everywhere I goFirst of all: a good PR knows an elevator speech to talk about AIESEC. It’s your job to build AIESEC’s reputation. So drop that “AIESEC is too complex to understand” and “you only understand AIESEC after 6 months as members” lines. No! AIESEC is like any other organization, so we must create a way to communicate it in a understandable way and with the correct brand elements.

An example that I use “AIESEC is an international platform for young people to discover and develop their leadership potential, through leadership and exchange opportunities”. Clear. Of course it depends on your audience, it’s very important to keep that in mind. As well, when participating in external

forums, you and our organization will be considered as smart, efficient and intelligent as you (you’re acting like our promoter – so you will be our ambassador in that event). Ask smart questions, read about that topic before entering an event, and know who will be there. These are critical success factors. With time, we get lazy on doing that, but we may miss a lot of opportunities. (reference [7] or you may do a quick search on Google for Elevator Speech our Elevator Pitch).

Good tips:Partner with catalysts: chambers of commerce, HR companies (recruitments, executive search, internships, etc), association, etc.

Keep your radar on to opportunities: use web tools, such as Google alerts, search in the internet for news, and read the newspaper, magazines (especially those dedicated to business or to sector, specifically).

Go to lectures, forums, fairs, social events: in these places, you will have the opportunity to expose a lit bit more of AIESEC to externals. It’s more related to network building (which is the next section).

Organizations market: Network buildingThere are a lot of myths about networking. Having a great network is not about having a lot of business cards, or 500+ connections on LinkedIn, or 2.000 friends on Facebook, or 1.000 contacts on your CRM tool. Well, you got it.

Networking is relationship. You have to build relations with who you meet. People should see you as a problem solver - you have aggregate value to their lives. And you will only prove that if you keep your radar on to their problems and provide quick solutions. If you cannot relate your work and portfolio to their problems, three things may be happening: 1) you don’t know well your stakeholder; 2) you don’t know well your products; 3) you are connecting to different people from your target audience.

Good tips:Be truly open: the commonest mistake is to act only as seller. You should be seen as the most powerful resource in others’ network, and that includes being an advisor to other’s professional problems. Actively listen to what others have to say and try to connect the dots with work you may provide.

Set goals: when going to networking meetings, it’s important to set goals, as well to your pipeline management. For example: you go to a networking event, how many business cards you want to get out with? How much Lead contacts you want to be connected with? This way, set goals to your pipeline management: how much Lead contacts you should have every week? How much of them you should

weekly convert to approached people? And how much weekly meetings you should book? And so on… (I am using as example the common pipeline gates: Lead – Approach Made – Meeting – Negotiation – Contract – Account).

Attend different sectors events: in a mid-term thinking, you will end up meeting the same people when attending the same sector events. Focus on approaching different sectors events (IT, management, HR, marketing, logistics, etc., from different organizers.

Organizations market: Strategic partnerships/AlliancesOur partnerships say a lot of us, so it’s important to partner with linked values companies – that’s what alliances are about. As we see nowadays, WorldBlu, UNESCO, ISIC and others are alliances that positively increase the relation of our brand with the desired elements. So, if we want to be positioned as an organization that talks about entrepreneurship, we should alliance with other organizations that do so, like Endeavor and Brasil Junior, for example. If we want to be associated with leadership, with which organizations or initiatives should we be partner with? By our partners and initiatives, it’s more likely our audience to associate us with some image, instead of we just talking about it. Taking into account our recent activities, what did we promote in 2012 with our Y2B forums? Which message were we communicating to young people in our cities?

How-to Guides[1] General Market Research

[2] Student Research

[3] Product Development Toolkit

[4] Product Development

Portfolio Management

AIESEC brand awareness

AIESEC brand elements associations

Sales Culture

Sample Materials[1] University Database Sample - (https://docs.google.com/spreadsheet/ccc?key=0Ascq561_s8b7dE9oR3hmOHpxWlF4ZkNZUVdjQnFJTmc#gid=7)

[2] Stakeholder Analysis Template – (http://www.myaiesec.net/content/viewfile.do?contentid=10116885)

Reference links:[1] Global | Public Relations wiki (http://www.myaiesec.net/content/viewwiki.do?contentid=10154174)

[2] Expansion Wiki – AIESEC in Brazil (http://www.myaiesec.net/content/viewwiki.do?contentid=10225265)

[3] GCDP: Identify Strategic Partners wiki (http://www.myaiesec.net/content/viewwiki.do?contentid=10191251)

[4] TED – Andrew Stanton – The Clues to a Great Story (http://www.ted.com/talks/andrew_stanton_the_clues_to_a_great_story.html)

[5] Brainstorming – Generating many radical, creative ideas (http://www.mindtools.com/brainstm.html)

[6] GLOBAL | Youth to Business | Hosting Y2B (http://www.myaiesec.net/content/viewwiki.do?contentid=10154387)

[7] Personal Branding & Your Elevator Speech (http://www.myaiesec.net/content/viewfile.do?contentid=10218412) and Sales in 60 Seconds (http://www.myaiesec.net/content/viewfile.do?contentid=10210290)

Interesting LinksHistory of AIESEC 2015 creation (http://www.myaiesec.net/content/viewwiki.do?contentid=10169682)

The Empathy Map - How to use an empathy map to understand your target market (http://www.youtube.com/watch?v=pMN7vkE4csg&feature=relmfu)

Super Hunch Zone (http://theinnographer.com/toolkit/super-hunch/http://theinnographer.com/toolkit/super-hunch/)

Porter’s Five Forces – Assessing the Balance of Power in a Business Situation (http://www.mindtools.com/pages/article/newTMC_08.htm)

GLOBAL | 1213 | Engagement with AIESEC (http://www.myaiesec.net/content/viewwiki.do?contentid=10213775)

GLOBAL | 1213 | IC 2012 | Functional Connection - Brand Experience (http://www.myaiesec.net/content/viewfile.do?contentid=10226845)

GLOBAL | 1213 | IC 2012 | Make it stronger by expanding our reach (http://www.myaiesec.net/content/viewfile.do?contentid=10226800)

GLOBAL | 2015 | Alliances Wiki (http://www.myaiesec.net/content/viewwiki.do?contentid=10219839)

Mexico - PR&P - Public Relations Wiki (http://www.myaiesec.net/content/viewwiki.do?contentid=10117944)

ContactsCaroline Tissot

Brazil Member Committee Vice President of Public Relations

caroline.tissot@aiesec.net

National Support Team

Ivan Chagas

National Creator of the wiki and National Support Team of GYV memberPublic Relations Manager

ivan.chagas@aiesec.netivanchagasp@gmail.com

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