Working with MKT - OGIP
We don’t have a second chance
to make a first impression!
Why oGIP ?
LC Growth
Financial
Sustainability
Experience &
Know How
How the EP flow
with sinergies
Works?
oGIP Sinergy with Marketing!
MKT Strategic Synergy Rol
Campaign planning, education, support on execution
Guarantee message alignment
Work with proper content/endorsement partners (supporters and
enablers)
Tracking and strategies in follow up of enrolled
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How to cooperate with oGIP
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Provide/share access to possible channels for promotion
University partnership focused on communication support
Not just sell oGIP but negotiate the access to official spaces
Specific mailing
Managing possible detractors (fire fighting)
share lists of selection feedback (clearness on why the final sale didn’t happen)
Upselling
How it works in your
LC? …
PRODUCT-CUSTOMER FLOW
1 2 3 4
MKT +
OGX
OGX +
MKT
PRODUCT EVOLUTION
CUSTOMER FLOW
ATTRACT
UNDERSTAND
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FOCUS
CUSTOMIZE
CONVERT
DELIGHT
MKT
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MKT + OGXCLOSE
SHOWCASE
MKT side
UNDERSTAND
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FOCUS
oGIP Side
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Supply &Demand
Carreers focus
GCPs & BCPs
Universities Cooperations
Contacts of Promoters
NPS Review
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University segmentation according with
carreer focus
Students profile
Current main channels for promotion
Students Database
Possible universities, students
organizations to partner with
Events
UNDERSTAND
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FOCUS
Info you must have for proper promo planing
– Segment Focus
– Universities and possible allies in order to reach this segment
– Contacts for showcasing collection
– Clarity of Universities cooperations and current stage of it
– % of promoters and detractos from the program
– Main self selected issues
ATTRACT
1
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CONVERT
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CLOSE
2
Aligned Promotion
• Value proposition
• Clarity of information
• Country and projects alignement
Virality
• Online strategies to keep us
relevant
• Virtual Culture
3.
ATTRACT
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CONVERT
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CLOSE
4.
Physical Sales
• Applicants Follow Up
• Referidos Strategies
• Best Sellers on Spot
Moments of Truth
• Have a portfolio at your office
• Guarantee all members have the proper
training and knowledge
ATTRACT
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CONVERT
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CLOSE
2.
1.
Conversion
Embassadors
Automatic
reply
3.
24 hours
contact
DELIGHT
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SHOWCASE
2.
1.
Reintegration
Events
NPS Tracking
3.
OPS and IRS
Alignment
NPS Tracking
1.
Monthly track:
1.
proposition
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Track of self sellected issues to confirm and align value
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Insights from comments to check possible
improvements
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Get contacts of promoters to guarantee showcasing
Reintegration Events
2.
Plan
reintegration
events
in
order
to
guarantee showcasing collection and sell IXP
(EP to take TMP XP)
OPS Alignment
3.
Have a common standard session in OPS to ask them
showcasing material and specify kind and quality of
those.
oGIP Campaign
Management
1.
2.
3.
4.
5.
Define the target and goals
Define Channels
Create Timeline and final responsible
Use national promotional material
Follow up and convert!
Campaign Management
Step 1
• Define main segments to target and goals
• Example:
• Business majors and Education majors for GIP Teaching
• What is our realization goal?
• What is our application goal?
Backwards planning example
Main
Responsible
Marketing
#applications
100
OGX & Marketing
#LEADs in progress
(Raises)
40
*The final goal of marketing is attracting the # of applications I need to the
national website.
OGX
#Matches
30
Step 2. Define the channels (example)
Virtual Channels
Physical Channels
-Facebook
-Twitter
-Email Blast
-University webpage
-Info sessions
-Info boot
-Events
-Classroom presentation
-Language Institutes
Step 3.
After you define the specific virtual and physical channels, define the timeline and the
final responsible of every action, and a lot of follow up!
Step 3: Timeline and main responsible
Example
October 1st: Infosession (OGX Team)
October 2nd: Info boot (OGX Team)
October 3rd: Global Village ( MKT Team)
October 6th”: Flyering (MKT Team)
October 7th: Email Blast: MKT Team
October 8th: First round of interviews (OGX
Team)
Social Media:
1 post on facebook page every day
1 post on twitter every day
OGX: define content, and MKT define
graphics.
Step 4: Resources for oGIP Campaign
Selling Tools
oGIP Campaign
Materials
Step 5: Follow up and convert
• Contact applicants via email (in 24 hours after
application)
• After 2 days of no response, contact calling or texting
• Book interview with in 2 days
• send more information about the programs before
interview.
• Update status on national application form