# Marketing \[MKT] {% hint style="info" %} **Responsible MCVP:** *Pending MC TM Manager input* · Contact: <_pending_@aiesec.dk> {% endhint %} ## Marketing (MKT) Marketing (MKT) is the function that shapes how AIESEC in Denmark is perceived — by prospective members, exchange participants, partners, universities, and the general public. As a Marketing team member, you manage the organization's brand identity, run social media channels, design campaigns that drive recruitment and sign-ups, and support internal communication across Local Committees (LCs). You are the storyteller and the amplifier: every post, poster, and email you create moves someone one step closer to engaging with AIESEC. ### Key Responsibilities * **Brand Identity Management** — Ensure all visual and written communication follows AIESEC's global brand guidelines and AIESEC in Denmark's local visual identity. Maintain consistency across social media, print materials, website content, and event branding. * **Social Media Management** — Plan, create, and publish content across AIESEC in Denmark's social media channels (Instagram, LinkedIn, Facebook, TikTok, etc.). Engage with followers, respond to messages, and monitor analytics. * **Campaign Design & Execution** — Develop and run marketing campaigns for key moments: recruitment drives, exchange sign-up periods, national conferences, and awareness weeks. Coordinate timelines, assets, and messaging with other functions. * **Internal Communication** — Support the Member Committee (MC) and LCs with internal newsletters, announcements, and visual assets. Ensure members are informed about national updates, deadlines, and events. * **Conference Visual Identity** — Design event branding for national conferences and major LC events, including social media teasers, presentation templates, name tags, and promotional materials. * **Content Creation & Storytelling** — Produce testimonials, EP stories, alumni spotlights, and impact narratives that showcase AIESEC's value. Turn raw experiences into compelling content. * **Analytics & Reporting** — Track social media performance (followers, reach, engagement, conversion) and campaign results. Report insights weekly and use data to refine the content strategy. ### Measures of Success | Metric | Description | Typical Target | | ---------------------- | -------------------------------------------------------------------------- | ----------------------- | | Social Media Followers | Total follower count across all national channels | Track growth monthly | | Reach & Impressions | Number of unique accounts that see AIESEC content | Increase term-over-term | | Engagement Rate | Likes, comments, shares, and saves as a percentage of reach | Target: 3–5%+ | | Campaign Conversion | Number of sign-ups, applications, or actions driven by a specific campaign | Measured per campaign | | Content Output | Number of posts, stories, and assets published per week | Set by MKT plan | {% hint style="info" %} MKT targets are set collaboratively between the MC MKT Manager and functional managers (oGX, iCX, TM) since most campaigns support cross-functional goals. {% endhint %} ### Tools & Resources | Tool | Purpose | | -------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Canva** | Primary design tool for social media graphics, presentations, posters, and event materials. AIESEC in Denmark maintains a shared Canva workspace. | | **Content Calendar** | A shared Google Sheet or Notion board that maps out all planned content by date, platform, function, and campaign. The single source of truth for what gets posted and when. | | **Brand Guidelines** | AIESEC International's global brand kit plus AIESEC in Denmark's local adaptations. Includes logos, color codes, fonts, and usage rules. | | **Social Media Scheduling Tool** | Used to schedule posts in advance across platforms. Check with the MC MKT Manager for the current tool in use. | **Google Drive Reference:** Marketing templates, campaign briefs, content calendars, and historical assets are stored under: `04c — Marketing/` {% hint style="warning" %} Brand Assets (logos, fonts, color palettes, templates) have been moved to a new location: `10 — Resources & Tools/Brand Assets/` Make sure you are using assets from this folder to stay current. {% endhint %} ### Market Research & Positioning Before you design a campaign or publish a post, you need to understand who you are trying to reach and what motivates them. Market research is the foundation of effective marketing — it tells you where to focus your limited time and resources for the greatest impact. #### Researching your local market Start by mapping the landscape around your Local Committee (LC). How many students attend your affiliated university? What faculties or programmes are most likely to produce candidates interested in international experience — business, social sciences, engineering, development studies? Look at your university's enrolment statistics (usually published on the institution's website) and identify the top three to five faculties by student count. Then investigate which student organizations, career services, and international offices already operate on campus. These are potential collaboration partners, not competitors: a joint event with the international office or a career fair booth arranged through career services can put AIESEC in front of hundreds of students at once. #### Understanding your university audience University students in Denmark are busy. They balance coursework, part-time jobs, social life, and — increasingly — anxiety about their post-graduation prospects. Your messaging should connect AIESEC's exchange programmes to what they care about: career-relevant experience, international networks, personal growth, and a meaningful way to spend a summer or gap semester. Survey your existing members about what attracted them to AIESEC and use those insights to shape your outreach. Pay attention to the language students actually use — words like "internship abroad," "volunteer experience," and "CV boost" resonate more than internal AIESEC jargon like "GTa realization." #### Competitive positioning AIESEC is not the only organization offering international experiences. Erasmus+, university exchange programmes, commercial internship agencies, and other student organizations all compete for the same audience. Your job is to articulate what makes AIESEC different: the leadership development component, the global network of 100+ countries, the peer-to-peer support model, and the fact that AIESEC is entirely youth-run. Use the Segmentation, Targeting, and Positioning (STP) framework to define your ideal audience segment, decide which channels reach them best, and craft a positioning statement that sets AIESEC apart. The STP Tool template is available in the shared drive under `04c — Marketing/`. {% hint style="info" %} The STP Tool template walks you through segmentation, targeting, and positioning step by step. Download it from `04c — Marketing/` and complete it with your LCVP MKT before planning your next campaign. {% endhint %} ### Training Materials Below are the key training presentations and guides for this function. For additional materials, browse the full Drive folder. {% embed url="" %} {% embed url="" %} {% embed url="" %} {% embed url="" %} {% embed url="" %} {% embed url="" %} {% embed url="" %} {% hint style="info" %} :file\_folder: **Full resource folder:** `04c — Marketing/` in the shared Google Drive {% endhint %} ### How to Get Started 1. **Get added to the Canva workspace** — Ask your LCVP MKT or the MC MKT Manager to invite you to the shared Canva team. Browse existing templates and recent designs to understand the current visual style. 2. **Read the Brand Guidelines** — Go to `10 — Resources & Tools/Brand Assets/` in the shared drive and review the brand guidelines document. Pay attention to logo usage rules, primary and secondary colors, and font choices. Consistent branding is non-negotiable. 3. **Review the Content Calendar** — Open the current content calendar and see what is planned for the coming weeks. Identify gaps or upcoming posts you could contribute to. Understanding the rhythm of content publishing is essential before you start creating. 4. **Create your first post** — Pick an upcoming need from the content calendar (or ask your LCVP for a brief) and design a social media graphic in Canva. Share it with your team for feedback before publishing. Focus on one platform first and expand from there. {% hint style="warning" %} **Missing Drive source files:** The following training materials referenced in `04c — Marketing/` are broken symlinks and cannot be embedded until the original files are restored or replaced: * `Phase 1/3. Marketing Campaign & Funnel.pptx` — deleted source file * `Phase 2/1. Segmentation, Targeting, Positioning.pptx` — deleted source file Contact the MC MKT Manager to locate or recreate these materials. {% endhint %} {% hint style="info" %} For national standards that apply across all functions, see [National Standards](/standards-and-compliance/national-standards.md). {% endhint %} *Last updated: April 2026 · Maintained by: MC MKT Manager* --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://hubby.aiesec.dk/functional-knowledge/marketing.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. 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