Who is my media for?
AIESEC — the world’s largest youth non-profit organization, founded in 1948. Its mission is to develop youth leadership potential and promote intercultural understanding. It operates in over 110 countries and territories.
Relevance
Currently, AIESEC in Russia promotes two programs: OGV and OGT (volunteer and professional internships abroad).
Through group sessions and aggregated organizational statistics, a Customer Journey Map (CJM) was developed, outlining several stages a prospective intern navigates. It was identified that the most significant pain point at this stage is the low conversion rate from Sign Up to Apply and Approve (those who officially applied).Because the entire process is conducted online, there are several potential friction points where the intern might become demotivated, lose interest, doubt the process, or change their mind. Specifically, this occurs after the «first call» stage, when the manager initially contacts the client.
Pain Point: «We cannot track what questions remain because clients do not mention them.»
Pain Point: «The SMM team requires systematized content from past interns.»
Since the main conduits of real-world experience are the interns who have completed the project, the organization must emphasize an emotional connection with potential volunteers through the lived experience of interns who have already completed their journey (AIESEC Journey).
The goal of media
Create a media platform that documents and visualizes the volunteering experience in AIESEC, using a generative pipeline to transform volunteers' raw data (notes, photos, audio) into promotional content for international internships with AIESEC.
Media serves two purposes:
Social: To present a real picture of volunteering abroad, inspire youth to participate in AIESEC programs, and demonstrate the value of intercultural exchange.
Technological: To develop and test a scalable content production model for NGOs, where AI handles routine processes (data collection, drafting, visual generation), and a human editor oversees sources, semantic coherence, ethics, and final publication.
Key Metric: Audience Engagement (Saves, Comments) Conversion into applications for AIESEC volunteer projects.
Format: Automated thematic media (Telegram bot + Telegram channel), integrated with CRM/lead database.
Primary Goal: To transform the potential volunteer’s journey into an engaging quest—retaining their interest after the First Call, dispelling myths, and guiding them toward program enrollment through live content.
Target Audience
(Personas / Jobs To Be Done)
Segment: B2C (students and young professionals aged 18–25, potential volunteers) + B2B (local AIESEC committees, educational NGOs, organizational partners)
Person A: «The Hesitant Student»
Profile: Ages 19–22, currently enrolled in university, interested in participating in a volunteer project but fears it will be a «waste of time and money.» Wants to enhance their resume.Job To Be Done: «When deciding where to go this summer, I want to see an honest, unvarnished picture of volunteering—to understand the process, the expected costs, and whether I can accomplish it and how it will change me.»Media Value: Provides an emotionally engaging and reflective answer that aids in decision-making.
Person B: «SMM Department Member of AIESEC Local Committee A»
Profile: Student, responsible for recruitment.
JTBD: «When I recruit potential volunteers for events, I need tools and content that are emotionally engaging and increase application conversion rates.»
Media Value: A ready-made template and case study for promotion that can be adapted to specific goals and clearly demonstrate to students what awaits them during an internship.
Unique Selling Proposition (USP)
A generative media space that unites the lived experiences of AIESEC OGV (Outgoing Global Volunteer) and OGT (Outgoing Global Teacher/Talent) volunteers into a single visual ecosystem, utilizing AI to scale narratives and transform them into an effective recruiting tool.
Content Plan
Problem-solving—a series of videos featuring volunteer experiences and generative media designed to address the target audience’s anxieties at every stage.
Content Samples
Sample 1: Automatic Bot Message (After First Call)
Format: Text + Buttons.Text: «Hi, [Name]! You attended our call. We know you might still have questions. To make things easier for you, we’ve put together a 'Quest Map' for you.
Choose what worries you the most: [Button 1: I don’t know which country to choose]
[Button 2: I don’t understand what awaits me. Is it expensive?]
[Button 3: I want to know what perks I will receive].»Logic: The bot records the lead’s selection and sends the corresponding promo video or handout. This solves the problem of «hidden questions.»
