Fwd: [MC] [Marketing] Regarding the change in programme name (oGCDP, oGIP)

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Mai Dang

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Aug 22, 2013, 12:38:51 AM8/22/13

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---------- Forwarded message ----------
From: Tram Tran <hals...@gmail.com>
Date: Wed, Aug 21, 2013 at 11:20 PM
Subject: [MC] [Marketing] Regarding the change in programme name (oGCDP, oGIP)
To: "minhtr...@aiesec.net" <minhtr...@aiesec.net>
Cc: Anna Nguyen Nghinh Xuan <nguyenng...@gmail.com>, Dzung Hoang <dzungduc...@gmail.com>, "dzung...@aiesec.net" <dzung...@aiesec.net>, Mai Dang <dangphuo...@gmail.com>, Mai Dang <mai....@aiesec.net>, Ngoc Dao <ngoca...@gmail.com>, Nguyen Nghinh Xuan <nghinhxu...@aiesec.net>, Thao Nguyen <huongt...@gmail.com>, tu nguyen <coconu...@gmail.com>, akshay sharma <akshaysha...@gmail.com>

Dear,

All of you have already received the communication guideline for fall recruitment a few days ago. In the guideline, it is clearly stated that oGCDP will change to Global Citizen programme and oGIP will change to Global Talent programme.

After the conversation with FTU HN, I realise that I haven't communicated clearly the clarity of why of programme name to all of you. So here we go:

1) To differentiate and position our product "international exchange" in the market.

Global Citizen name itself communicates something important: AIESEC does not only send young people on exchange and that’s it. With AIESEC these young people get the opportunity to become Global Citizens, which today is worth much more than just having a Bachelor’s Degree.

Global Citizen name also make the programme memorable as not many students can remember GCDP and GIP. Word of mouth is one of the marketing channels that generate high number of application form. If the programme name is memorable, after our members introduce them about the programme their friends will remember it easily.

2) A good case practice that has been implemented in many countries

At first MC plan to have a Brand Identity project for both GCDP and GIP, I was asking around for opinions from other entities and they all suggest us to use Global Citizen. I did some research on it and TJ helped me to connect with MC Brazil the entity who was the first to create this brand. There are other entities starting to adopt this such as Poland, Germany, Denmark, New Zealand... Therefore we get support from them in terms of materials and also how to implement the brand identity.

When we change the programme name, there should be some MoS to let us know whether the change works or not (FTU HN was the LC to raise concern about CoW and MoS). As a result, there will be a small survey to test how market respond the the new names.

Ho Chi Minh region: due to the fact that FTU HCM have already run recruitment from 12th August, HCMC region will be the region that pilot new name and support MC in conducting survey.

Danang region: your LC is rather young therefore the change in programme name can be implemented without causing much confusion to externals. So you will also run recruitment with new programme name.

Hanoi region: Based on the result of survey which will be available on 30th August, HN region will decide whether to implement the change or not. However, as a region, FTU HN and HN need to discuss with each other as these two LC can not communicate in 2 different ways in a same region (for example 1 LC communicate GCDP while the other LC communicate Global Citizen).

Should you have any concerns please approach me.

Best regards,

The content of this email need to be communicated to all LCVP OGX and LCP.

Tram Tran (Ms.)

Vice President of Marketing | AIESEC in Vietnam | www.aiesec.vn

350/2B Co Giang, Ward 2, Phu Nhuan District, Ho Chi Minh City, Vietnam

Email: minhtr...@aiesec.net | Phone: +84 913 292 220

Platinum Partners: Unilever | PepsiCo

National Partners: Nielsen | FrieslandCampina | Mondelez | JobStreet.com

Social Project Partners: Standard Chartered Bank | ELCA

Dang Phuong Mai (Ms.)

Local Committee President | Local Chapter Ho Chi Minh City - AIESEC in Vietnam | www.aiesechcmc.org

350/2B Co Giang, Ward 2, Phu Nhuan District, Ho Chi Minh City, Vietnam

Email: mai....@aiesec.net | Phone: +84 1234 607 919

Platinum Partners: Unilever | PepsiCo

National Partners: JobStreet.com | Techcombank | FrieslandCampina

Social Project Partners: Standard Chartered Bank | ELCA | Mega Lifesciences

Our international platform enables young people to explore and develop their leadership potential for them to have a positive impact in society.

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