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In this issue of The
Marketeer:
Welcome
• Welcome
Hi everyone,
• How to promote a
destination on
Facebook?
• Why measuring is
important
• Incorporated Mission
& Values?
Perfect posts on
Social Media
Did you ever wonder
what is the best time to
post on social media and
reach your fans and
followers? Or what an
interesting Tweet consist
of? This Infographic on
Social Media, shared by
Josh Beatty from the
International Secretariat,
will help you.
Fund my exchange
In the spotlight:
Promotional pictures
This is the first edition of The Marketeer,
a monthly newsletter focused on
marketing. The aim is to provide you with
practical articles and tools to show you
how to improve your YFU organisation’s
marketing efforts easily. We will follow
the yearly cycle of YFU practices. This
means that we will focus on outbound
recruitment in this issue.
The Marketeer will be received by:
- national directors worldwide,
- staff with marketing expertise,
- chairs of the board, national
organisation
- EGI Steering Committee
- Marketing Task Force members
- Global branding Committee
- EEE-YFU board
- International Secretariat
- International Advisory Council
If you feel the Marketeer could be useful
for other members in your organisation
as well, please send Manon an e-mail
with their name and email address.
How to promote a
destination on Facebook?
As discussed at the national director
meeting a few weeks ago, diversification
of your programme destinations is
important to be a sustainable
organisation. Dependency on just a few
partners is something each YFU
In September the
Network Marketing Coordinator started to
collect promotional
pictures from each
country. So far 21 YFU
organisations actively
supported this project by
sending in pictures. Other
countries are still
collecting pictures or
getting permission to
publish them.
Check out the Dropbox
Picture Library to get
access to the YFU
pictures collected so far.
European Growth
Initiative
Objectives
To increase the number of
youth and families
choosing YFU as their
preferred educational
exchange organisation
and to increase the
visibility of the European
YFU organisations.
What happened so far?
The Network Marketing
As part of the
Sustainability Project,
Kattis Åström has
developed a website to
support students who
want to raise money to be
able to participate in a
YFU exchange program.
The website is public, so
please feel free to share,
link and post however
you find useful.
Graphic design
From now onwards, EEEYFU will be working on
evolving and improving
The Marketeer. Attention
will also be focussed on
the EEE-YFU website and
the other newsletters.
Overview special YFU
programmes
How many programmes
do you currently
promote? Even though
there are many special
programmes, some of
them hardly receive any
participants. It could be
interesting to promote the
special programmes this
outbound recruitment
season. Check out
an overview of all special
programmes that already
excist.
organisation should try to avoid.
Experience shows that it takes time to
change people’s mind-set to go on
exchange to more unknown destinations.
The good news is that you can start
today!
Everything you do on social media
should aim at conversation with your
followers, fans and friends. There is a big
difference between conversation and
publication: it is not about what you
would like to tell, it is about what your
followers/fans/friends want to hear. Keep
a balance in what you ask for (could an
alumni help out to do a presentation?)
and the content you offer (e.g. a great
YouTube video of an event). Keep this in
mind when you creating your next post
and see the results.
Design a Facebook campaign
1. Decide on a topic
2. Set your goals according to AIDA
model
Attention:
Use fonts, colours or pictures to receive
attention
Interest:
Display positive aspects of the YFU
programme
Desire:
Convince target group that the YFU
programme is valuable
Action:
Give the consumer the opportunity to
subscribe to the YFU programme
Get in touch!
Read more...
Co-ordinator started to
work for EEE-YFU on the
September 1.
A promotional picture
library was created. 21
countries uploaded their
pictures of exchange
students, host families,
school life, volunteers
and local scenery. A
beautiful result that will
help you to promote
exchange destinations.
After reviewing the
nominations, the
following experts where
selected to become a
part of the Marketing Task
Force:
- Klaus Kuhanen
YFU Finland
- Maike Baum
YFU Germany
- Orsolya Polany
YFU Hungary
- Friederike Mueller
YFU Switzerland
What’s coming up?
A monthly issue of The
Marketeer that provides
you with practical articles
and tools to show how to
improve your marketing
efforts easily.
The Marketing Task
Force will start its work.
They will provide
marketing expertise,
provide training, and
collect, review and
develop marketing tools.
Please respond before
November 30.
The Network Marketing
Co-ordinator will develop
a European marketing
support plan. This plans
shows how the European
Growth Initiative will
support marketing on a
European level from
2014-2016. The plan will
be presented on the
European Conference
2014.
Share you success!
The Marketing Task Force
and National Marketing
Which topic would you
like to learn more about in
the next issue of The
Marketeer?
How to write a press
release?
How to create a yearly
recruitment calendar?
Why measuring is
important
To be able to focus The
Marketeer on your needs,
it is important to know
what activities concerning
marketing are developed
in the network. Please
share what you are doing
concerning marketing,
because your ideas might
also be useful for other
YFU organisations.
Dropbox Picture
Library
Coordinator will together
work on a national
promotion plan. This
plan will help national
organisations to get a
promotion plan for their
own organization in place.
The evaluation process should lead to
improvements, change (goals, methods
and tools) and further development.
Evaluation helps to change things, but it
could also help to plan things better next
time. It is also important to recognize
achievements so that they do not get
lost.
Each YFU organisation has limited
resources (time, money, methods) so it
would be good to know if you are using
these resources in the best way possible,
so your efforts pay off. Read more...
Some examples of the
pictures collected in the
Dropbox Picture Library.
Check it out!
Incorporated Mission &
Values?
Did you take the time to incorporate the
new YFU mission and values (make link!)
yet? A visit to several YFU websites
shows that not everyone has yet.
- website
Example: a separate page and
mentioned on a page with the topic why
to choose YFU as your preferred
exchange organisation.
- e-mail signature
Example: Use the mission in your e-mail
signature and link the words youth,
families and communities to different
pages on your website for student, host
families and schools.
Read more on how to incorporate
mission and values on Facebook, in
presentations and printed materials.
Collecting, optimizing,
sharing and developing
tools, resources and
guides on marketing.
These help national
organisations to increase
marketing knowledge and
help you to implement
marketing in easy steps.
Together with Josh
Beatty, International
Secretariat, the Network
Marketing Co-ordinator
will create an audit of the
online presence of
national organisations.
The aim is to improve the
online presence by
increasing number of
fans, followers and
website ranking by
providing tools that are
easy to implement.
The national Marketing
Co-ordinator will support
and coach national
organisations to increase
the professionalism and
effectiveness in marketing
planning and the
implementation process.
The Network Marketing
Co-ordinator will start
hands-on support of two
YFU organisations as a
pilot project.
This newsletter is a publication of
European Educational Exchanges - Youth for Understanding
Brussels, Belgium
+32 (0)2 648 47 90
www.eee-yfu.org
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