This is a national marketing campaign named “Join AIESEC” was created to recruit new members through two ideas:
1. Utilizing AIESEC’s key membership benefits
2. Utilizing portfolio-specific professional skills developed through AIESEC
Profile Picture for Social Media Campaign
Cover Photo for Social Media Campaign
ANALYSIS
TARGET MARKET
We segmented the market in order to determine the universal quality shared by AIESEC members. From surveying multiple different Local Committees, we determined the following qualities shared by all AIESEC members:
- Self-motivated
- Outgoing/extroverted
- Dedicated/passionate
- Looking for advancement
- Strong desire to learn
- Leaders accountable for their actions
- Friends
TARGET MARKET
We segmented the market in order to determine the universal quality shared by AIESEC members. From surveying multiple different Local Committees, we determined the following qualities shared by all AIESEC members:
- Self-motivated
- Outgoing/extroverted
- Dedicated/passionate
- Looking for advancement
- Strong desire to learn
- Leaders accountable for their actions
- Friends
One of the main goals for this campaign is member retention. Therefore we will accomplish this through using trigger words in promotional material including:
- Outgoing
- Dedicated
- Self-motivating
- Leadership
- Advancement
- Culture
- Learn
- Opportunity
DISTINGUISHING FACTORS
We also surveyed and looked at multiple perspectives from members of AIESEC Canada. What makes AIESEC different from other organizations or clubs?
Cherry Vong:
- Dedication and passion for the mission and values
- Self-motivated and willing to accomplish their goals
Tim Riffault:
- Working with others from around the world
- Developing professional skills
- Opportunity for advancement and new opportunities
Andy Li:
- Passionate individuals making sacrifices for AIESEC
- Culture of developing others and building a global mindset
- Working with others from around the world
From reading these comments, we found that the distinguishing factors matched very well with the personality profile, which we created for the target market. Therefore, we created a list of key benefits of joining AIESEC.
Join AIESEC: Benefit 1
Join AIESEC: Benefit 2
Join AIESEC: Benefit 3
Join AIESEC: Benefit 4
Join AIESEC: Benefit 5
Join AIESEC: Benefit 6
Join AIESEC: Join Marketing Reason 1
Join AIESEC: Join Marketing Reason 2
Join AIESEC: Join Marketing Reason 3
Join AIESEC: Join International Experience Management Reason 1
Join AIESEC: Join International Experience Management Reason 2
Join AIESEC: Join International Experience Management Reason 3
Join AIESEC: Join Finance Reason 1
Join AIESEC: Join Finance Reason 2
Join AIESEC: Join Finance Reason 3
Join AIESEC: Join Business Relations Reason 1
Join AIESEC: Join Business Relations Reason 2
Join AIESEC: Join Business Relations Reason 3
Join AIESEC: Join Human Capital Reason 1
Join AIESEC: Join Human Capital Reason 2
Join AIESEC: Join Human Capital Reason 3
