Embedded Files
What is Attraction?
Attraction refers to the initial stage of the customer journey where potential customers are drawn to a business, product, or service. It’s about capturing their attention and bringing them into your space—whether physical (like an info desk) or digital (like a website or social media).
In our case, attraction is the moment when customer first learns about AIESEC and its products: Global Volunteer, Global Talent, and Global Teacher.
EXPA Statuses: Visitor, Sign Up
How does Attraction happen?
Each LC has its own market (specific universities) where they promote OGX products. Attraction can happen both online and offline.
Online attraction includes activities such as social media posts and ads, website visits, email campaigns, blog content, influencer or partner promotions, and Google Ads.
Offline attraction happens through info desks, class shout-outs, events, and marketing stunts.
Currently, most of our sign-ups in AIESEC in Hungary come from offline attraction.
What is the result of Attraction?
The success of attraction is measured by the number of Sign Ups (SUs).
A Sign Up happens when a person creates an account on our website, either on the national platform (aiesec.hu) or the global one (aiesec.org). This action shows that the person is interested and ready to take the next step in the customer journey. S
ign-ups can come as a direct result of attraction activities, but there are also organic sign ups—people who find our website on their own, without direct promotion, and choose to register because they are interested.
What happens after someone signs up?
When a person signs up on aiesec.hu, their data automatically appears on Podio, creating a Podio card with all their details.
When a person signs up on aiesec.org, their data automatically appears on EXPA. In this case, the LCVPs and MMs need to transfer that person’s details to Podio and create a card for them there.
What is the role of OGX in Attraction?
While attraction is primarily the responsibility of the marketing team—meaning they plan and execute both online and offline campaigns—synergy with OGX is crucial. Since OGX works directly with the EPs that marketing aims to attract, close collaboration ensures both teams are aligned and effective.
Here’s how OGX contributes to attraction:
Educating marketing on the product: OGX should help marketing understand the exchange products, including technical details, value propositions, and how to communicate them effectively.
Defining and understanding the target persona: OGX supports marketing in identifying who the ideal EPs are and how to target them based on past conversion data and insights.
Providing opportunities to promote: OGX finds and selects relevant opportunities (mainly through IR) that are aligned with the needs of the market and should be prioritized for promotion.
What is IR-based Attraction?
As AIESEC in Hungary, we have certain countries that are our IR (International Relations) partners. These are countries with which we have established, successful cooperation, meaning we are familiar with how they operate, we communicate with them more easily, and we trust the quality of the experiences they offer.
It is important for us to understand the value proposition and the types of opportunities each IR partner provides. By promoting these countries and their specific opportunities during attraction activities, we can ensure:
Easier and faster matching (higher chances of the EP being accepted)
Shorter process times
Better quality of the exchange experience
Smoother communication thanks to existing relationships and experience
Focusing on IR-based promotion helps us create a more reliable and efficient experience for both EPs and the LC.
Global Volunteer Personas.pdfGlobal Talent Customer Personas.pdfpersonas + edu.pdfWhat is Buyer Persona?
A buyer persona is a semi-fictional representation of your ideal customer, based on real data, research, and educated assumptions. It includes key information like: demographics, behaviors, motivations, goals and challenges.
We create buyer personas before launching any attraction activities, whether online or offline. This ensures our communication is relevant and engaging for the people we want to reach.
Creating a buyer persona helps you:
understand your target audience
tailor your messaging and approach
and improve your results by focusing on what truly matters to them
Which Buyer Personas do we have?
Globally, AIESEC has already defined 6 buyer personas:
GV: Impact, Personal Development & Travel Enthusiast
GT: Living Abroad, Professional Experience, and Personal Development
We have also developed national buyer personas, based on market research conducted with 300 respondents. While the sample size is not large and may not be fully representative, it can still serve as a useful reference.
These personas can be used as a foundation but should always be adapted based on local insights and continuous research.
Understanding Campaigns
In AIESEC, campaigns are short-term, targeted marketing initiatives used to boost visibility and drive applications — especially during peak attraction months like October, November, March, and April, when the largest number of opportunities are available and we aim to attract the most EPs. They are usually built around a specific theme or offer, and help us create urgency, engage our audience, and increase sign-ups within a limited time frame.
Examples of past campaigns:
Blue November: A campaign inspired by Black Friday, where anyone who applied in November received a discount.
Spring Campaign – "Go Together, Grow Together": A referral-based promotion where people who applied together with a friend or sibling both received a discount.
IXP Campaign
IXP (Integrated Experience) is the opportunity for AIESEC members to go on an exchange, either volunteering or internship.
Why is IXP important?
Members experience our product firsthand: they gain a deeper understanding of our programs which helps them to promote and sell AIESEC’s offers better.
Boosts operations and results: increases your LC’s exchange volume and financial performance.
Creates international ambassadors: IXP participants become ambassadors, building connections with other LCs and supporting exchange promotions.
Useful Materials?
Attraction Mastersheet (for LCVPs): Here you can plan and track your LC’s attraction activities together with the LCVP Marketing. You can also access the Info Booth Tracker to help plan and monitor the execution and attendance of offline promotions.
Promo Materials: Here you can find all the materials created by the marketing team for OGX promotions (posters, flyers, ads...).
Attraction Mastersheet | 25.26.Page updated
Report abuse