How to do OGX Campaings

Plan

• Set Goal• Target Audience – Profile of customer• Choose Channels• Create Message• Prepare campaing with concreate MoS and

timeline

Setting goals

• # of RA• # of Application

• Use backwards planning• Use your own efficiency rate (from appl/RA)

To Ra the right EPs you need to know your customer:

• Know how they think• Use Most Influential Channels• Customise your Message

Common Oversights in defining your

Target Audience

Thinking your customer is the same for all the products

Having an overview of your customer that is too general

Not thinking the way your customer does

Target Audience

• STEP 1: IDENTIFY YOUR CUSTOMER -Build a Customer Profile Map

*(oGCDP does Not have Minimum Criteria as strict as oGIP Talent)

Customer Profiles:EP profile of Global Citizen – Cultural (Social projects)

Working Exp. Academic Background Level of English Interests Time

availbality Ideal Behaviours Context

any any

B1 – B2

Interested in social issues

6 - 8 Ability to adapt to different realities

Wanst to take up extra curricular

activities

Preffered: Preffered:Interested in Global Issues

Tolerant/Open to different cultures

Wants to explore new cultures

Social work exp.

Internal relations Interested in Global Cultural

issues

Mostly:

June-July-August

Drive for challange

Presentations skills

Tourism Interested in cross-cultural

communication

Willing to travel Wants to travel

Trainig/Faciliting

Social science Interested in presenting

his/hers own country and

culture

Clear understanding of global cultural issues

Wants to help local

communitites

Cultural Edu/Child Edu

Average – High EQ and Social responsibility

EP Profile of Global Citizen - Language

Working Exp. Academic Backkground

Lefel of English Interests Time

availabilityIdeal

Behaviours Context

Any

Pedagogy/Psychology/Bilingual and Crosscultural

Edu/Language teaching

B2 – C1

Working with

young people

6 – 8 weeks

Wants to enhancfe teaching

skills

Training and development SpanishImproving language

skills

Skills: Advanced teaching Russia

Presentations/Team

management/Training

/Facilitating

Foreign language Edu

EP Profile of Global Citizen - Entrepreneurial

Working Exp. Academic Backkground

Lefel of English Interests Time

availabilityIdeal

Behaviours Context

Any Economics,BA

B2 – C1

In Global issues

6 – 8 weeks

International business/

International relations

Entrepreneurship

Skills: Marketing, Finance

Economics trends

Training/Faciliting/ Presentation Global politics

Strategic management

Innovations

Global mindset and

Entrepreneurial outlook

Target Audience• STEP 2: UNDERSTAND HOW THEY THINK - Build a Customer Insights Map

• Based on your basic understanding conduct External Market Research

• 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?

Sample of Customer Insights 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.

MESSAGEYour 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)

CHANNELS1. 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 or physical channels:• Facebook• University and Faculty (Professors,Direct emails, Uni Web, Campus

promo – Roadshows, Class shouts, bus stop)• Web• Your events

1. Determine KPI’s for each of these channels that clarify the ROI of these channels for the marketing campaign

2. A Customer Journey Map can help!

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

Strategies/Tactics:

• Create concreate and measureable Action steps (měřit každou aktivitu jak přispívá k cíli)

• Devide responsibilities• Set Timeline

Example:

• Break down all numbers according to: - My customer (Target group) – aiesecers, returnees, alumni,

students - Which faculties / departements are they from? - Communication channels – where comes my result from?

Example: 20 raises from economical faculty

• 10 people from roadshows and individual meetings set after roadshow

• 5 people from friends – came to event• 5 from facebook from returnees

Evaluate every campaing!