Fundamental Changes:

Marketing & PR

Flow
Clarity of the
Why

Future of MKTG

Making It
Happen

WHY?

WHY
NOW?

Purpose
Our organizational stand
Leadership
development

Powered by

Becoming truly
customer centric

Our competitors
push

Impact
Less walls between us and the customer.
- Marketing peoples involvement in conversion strategies will be even higher.
- The whole membership will be more involved with marketing strategy.
- Digital ecosystems will play a crucial role in driving sign-ups.
- A new internal marketing concept will start existing-

Future of marketing

We are involved
In all the Customer flows!

Insert tmp tlp CF here

Powered by

Whats new?
To do: Analyze customer flows and main MKT responsibilities

Key Changes:

Sign Up

E
H
T
T
E
K
R
A
WE M

E
C
N
E
I
R
E
P
X
E

Key Changes:

APPLY

E
H
T
E
T
O
M
O
R
Y
P
T
E
I
W
N

U
T
R
O
P
P
O

Key Changes:

APPLY

E
H
T
E
T
O
M
O
R
Y
P
T
E
I
W
N

U
T
R
O
P
P
O

Key Changes:

REALIZE

E
H
T
T
C
E
L
L
O
C
E
W

Y
R
O
ST

Key Changes:

REALIZE

E
H
T
T
C
E
L
L
O
C
E
W

Y
R
O
ST

Key Changes:

COMPLETE

E
H
T
L
L
E
T
WE

Y
R
O
ST

Key Changes:

COMPLETE

E
H
T
L
L
E
T
WE

Y
R
O
ST

Key Changes:

UPSELL

W
E
N
E
T
O
M
O
R
P
E
W
IES

T
I
N
U
T
R
O
OPP

Key Changes:

UPSELL

W
E
N
E
T
O
M
S
O
E
R
I
P
T
I
E
N
W

U
T
R
O
P
P
O

So, how does Our

job look like?

Experience

marketing

Opportunity
Marketing

Marketing never stops.

Promoter
Marketing

Program
By program
KPIs and deliverables for TMP/TLP, GCDP and GIP

outgoing

GIP

ACTIVITIES

STRANGER: Market Analysis, Brand Positioning, Sub-brands definition according to your entity
partnerships and market focus.
VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.
LEAD: Promote the specific opportunities, as anyone can see them! Strong synergy with oGIP
Operations to understand TNs value propositions.
MATCHED: Collect expectations (first chapter of storytelling!), agree on communications
framework and reporting milestones
REALIZED: Showcase Interns story in your Global Talent materials. Focus on the Leadership
Development Model elements and inbound content (culture, learnings easy-to-share
content)
COMPLETED: Use NPS to adjust your product packaging, start marketing new opportunities!
PROMOTER: Engage the EP in events, upsell (TLP? GIP?)

KPIs
#website visitors
time spent on website
# sign-ups
# applications
NPS Score
# stories collected from EP

CONVE
RSION
METRIC
S
Sign-ups / Visits
Applications / Sign-ups
Time to first application
Sign-ups through referral

incoming

GIP

ACTIVITIES

STRANGER: Market Analysis, Brand Positioning, Sub-brands definition according to your entity
partnerships and market focus. B2B PR.
VISITOR: Optimize website with corporate-friendly information, have ORS in place, provide clear sales
material to your entity.
LEAD: Make sure that the opportunity is well communicated on GIS (anyone can see it!) and Organization
Page is attractive enough.
MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and
reporting milestones
REALIZED: Showcase Companys story in your Global Talent materials. Focus on the Leadership
Development Model elements and inbound content (culture, learnings easy-to-share content) for a
corporate audience.
COMPLETED: Use NPS to adjust your product packaging, start marketing the opportunity of new interns.
PROMOTER: Collect endorsement and referrals for other corporate leads.

KPIs
# events attended
#ORS Leads
# opportunities on GIS
# applications
# endorsements collected
# inbound content generated

CONVE
RSION
METRIC
S
Opportunities Posted / Leads
Applications / Opportunity
Time to first EP application

outgoing

GCDP

ACTIVITIES

STRANGER: Market Analysis, Brand Positioning, Sub-brands definition according to your entity
partnerships and market focus
VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.
LEAD: Promote the specific opportunities, as anyone can see them! Strong synergy with oGCDP
Operations to understand TNs value proposition.
MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and
reporting milestones
REALIZED: Showcase Interns story in your Global Citizen materials. Focus on the Leadership Development
Model elements and inbound content (culture, learnings easy-to-share content)
COMPLETED: Use NPS to adjust your product packaging, start marketing new opportunities!
PROMOTER: Engage the EP in events and with media, upsell (TLP? GIP?), capitalize on re-integrated EP for
leads generation through referrals.

KPIs
#website visitors
time spent on website
# sign-ups
# applications
NPSScore
# stories collected from EP

CONVE
RSION
METRIC
S
Sign-ups / Visits
Applications / Sign-ups
Time to first application
Sign-ups through referral

incoming

GCDP

ACTIVITIES

STRANGER: Market Analysis, Brand Positioning, Global Citizen Sub-brands definition according to your
entity partnerships and market focus. B2B PR.
VISITOR: Optimize website with NGO-friendly information, have ORS in place, provide clear sales material
to your entity.
LEAD: Make sure that the opportunity is well communicated on GIS (anyone can see it!) and Organization /
Project Page is attractive enough.
MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and
reporting milestones for impact measurement
REALIZED: Showcase Organizations / Projects story in your Global Citizen materials. Collect quality
content through the whole realization period, focusing on Leadership Development Model and userfriendly inbound content.
COMPLETED: Use NPS to adjust your product packaging, work on impact measurement reporting.
PROMOTER: Showcase impact reporting, generate related content as thought leadership piece, open new
opportunities and leads.

KPIs
#website visits
#ORS leads
# opportunities on GIS
# applications
# endorsements collected
# inbound content generated

CONVE
RSION
METRIC
S
Opportunities Posted / Leads
Applications / Opportunity
Time to first EP application

Conversion
rates
How does our backwards planning evolve?

Disclaimer
Its the first time for our organization to work with these customer flows.
Most of the rates are based on estimations.
When in doubt, plan for more!

outgoing

GIP
open

s
s
e
r
rog

In p

ed

40%

20%

400

MATCH

80

32

d
E
Z
I
L
REA

90%

28

outgoing

GCDP
open

s
s
e
r
rog

In p

20%

40
0

80

MATCH

ed

70%

56

d
E
Z
I
L
REA

75%

42

Summin up
What are the new leadership challenges for Marketing?

SYNERGY TO GENERATE APPLICATIONS

DIGITAL TO DRIVE TO GIS
EXPERIENCE & OPPORTUNITY TO GENERATE
SIGNUPS AND APPLICATIONS
Content TO ATTRACT, RETAIN, POSITION.

Your LC
How to bring this change back home?
How will this change my goals according to the customer flow?

Thank you!
QUESTIONS?