The online campaign aims to position the organization external en- vironment between May-July 2011 and will have the main way to promote success stories of young people who have had international experience through the AIESEC internship sites, young people who are now contri- buting to various development initiatives of the local environment. Also,for providing consistency and credibility to such a campaign is necessary to use several online PR tools to support the basic concept described above. PROBLEM DEFINITION The main problem existing in AIESEC Iasi at the moment is the lack of positioning the organization in the external environment in which the target student is concerned.As an organization with a complex ac- tivity in which the projects with local impact are focused on develo- ping members and providing leadership opportunities and internships, international AIESEC is perceived correctly by all its stakeholders. Hence the various interpretations as it would be: an NGO similar to a recruitment company that sends students travel abroad or a com- pany, as many of those who go on internships choose their areas less accessible to the world. As we have seen errors of perception and identification with an orga- nization's corporate culture, having into consideration to the struc- ture after the AIESEC work that is similar to that of a company. PR CAMPAIGN OBJECTIVES: 1. Increasing the number of applicants in the organization by 30%. 2. Increasing the number of media appearances to 50% AIESEC recrui- tment campaign in comparison with the one took place in 2010. 3. Promoting the real stories of 25 young people enjoyed remarkable international experience 4. The achievement of 100 blog comments during the campaign promotion 5. Achieve a number like 500's Facebook page AIESEC IASI TARGET The main target audience are students of AIESEC Iasi Iasi aged 18-25 years. We chose this target because these people have moved to a higher level of education to be completed acquisition of knowledge and skills for entrering into the lucrative. AIESEC IASI is an opportunity through which they can channel their resour- ces for constructive to develop both personally and professionally. BUDGET This campaign will not need a budget, whereas the purpose of this campaign is to create a community on social networks to attract as many prospective volunteers AIESEC Iasi. CAMPAIGN EVALUATION Evaluation of the campaign will be based on: 1.Number of new applicants in AIESEC Iasi in May-July 2011 session 2.Media coverage reaching more than 50% from the previous recruitment session 3. Buzz created by the presentation of the 25 stories of remarkable vo- lunteers with international experience (blog comments, shares, Facebook likes, YouTube comments)
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