Brand Ambassadorship: Goal & Reality Analysis

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Information about Brand Ambassadorship: Goal & Reality Analysis
Business & Mgmt

Published on February 5, 2014

Author: ntquiambao



AIESEC Mongolia: Get Smart Campaign
Brand Ambassadorship Program
Goal & Reality Analysis

Brand Ambassadorship: Goal & Reality Analysis AIESEC Mongolia Get Smart Campaign

Reality Analysis (TXP) • • • • • • • Leadership opportunities Personal development Practice English Communication skills They don't know what we actually do Different opportunities

Reality Analysis (TXP) NUM Analysis • Small sample size (30) • Leadership opportunities IFE Analysis • Big sample size (300) • A lot of people don't know AIESEC • Leadership + opportunities

Reality Analysis (TXP) Hear: Do: Say: Feel: Leadership + opportunities Nothing / want to join Leadership + opportunities What we do / offer is relevant

Reality Analysis (TN) • Current TNs say that we are cost-effective (visa) but other companies say that we are expensive (salary + accommodations) • International experience for the companies • Value adding for the company • Interns give the full value of the cost to the company • Companies here do not know how to handle interns • Unable to maximize the internship XP • Still expecting "white people" even though they do not have the capacity to pay • Setting expectations may cause a harder sell • Something + language-based TNs

Reality Analysis (EP) Outgoing • Happy with the cultural experience • Not happy with AIESEC (non-delivery from the project side) • Happy with the network • Proper expectation setting • Career development/ professionalism • Disorganized LCs Incoming • Either overworked or underworked • Difficulty working with the locals • EPs get used to the working environment after a while • Incompetent management on the TN's side • Lack of communication from EPs • Most of them are not AIESECers • Need to be more connected and integrated with the EPs

Goal Analysis (TXP) Hear: The international platform for developing young leaders through leadership and exchange opportunities (brand position) Do: Become promoters of AIESEC (Promoters: involve themselves for AIESEC, engaging and attempting to bring in new customers) Say: Network, interpersonal skills, leadership opportunities, practical knowledge and skills (brand promise) Feel: There is a need to join AIESEC for the betterment of the youth and the society

Goal Analysis (TN) Hear: Foremost international talent solution provider in Mongolia Do: Collaborate with AIESEC to increase operational capacity Say: Endorse AIESEC and its programs to other companies and organizations Feel: AIESEC is adding value to the company and the investments through the international programs

Goal Analysis (Outgoing EPs) Hear: Opportunity to gain international working experience and a way to have fun and meet new people from different countries Do: Be involved in AIESEC in other countries and bring back their experience into AIESEC Mongolia (IXP) Say: The internship and the experience as a whole was value adding and fun for them Feel: The exchange was worth the trouble and money that they went through

Goal Analysis (Incoming EP) Hear: Mongolia is a nice place to live and work in Do: Be involved with AIESEC Mongolia and be promoters of AIESEC Mongolia to their home countries and to their TNs Say: See the internship as a value adding experience for them that they will be more competitive in the job market Feel: Fulfilled and satisfied with the work experience and with AIESEC for providing a holistic experience for them

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