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APICS-St. Louis Non-member Survey Results

APICS-St. Louis Non-member Survey Results. June 5, 2014. Project Objectives. To conduct market research to answer the following questions: What is the APICS brand awareness? Why people are not joining APICS?

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APICS-St. Louis Non-member Survey Results

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  1. APICS-St. Louis Non-member Survey Results June 5, 2014 Confidential

  2. Project Objectives • To conduct market research to answer the following questions: • What is the APICS brand awareness? • Why people are not joining APICS? • What are people looking for in terms of value when they join a professional organization? • What is the competition? • To gain insights and create our marketing strategy to grow and retain new members. Confidential

  3. Survey Response was 115 completed surveys from an email list of about 1400 or about 8%. Executive Summary Confidential

  4. Executive Summary There is not an APICS awareness problem but a value proposition problem. • High Level of Awareness: • Question #4: 75% were familiar with APICS. • Question #5: 87% had a somewhat to highly familiar level of familiarity. • Question#7: 93% aware there is a St. Louis APICS Chapter. • Question#8: 76% new others who were members of APICS. • Question #10: 50% to 95% aware of the APICS service offerings • Value Proposition: • Question #9: 74% did not have any APICS certifications. • .Question #12: 73% not interested to learning more at this time. Confidential

  5. Executive Summary • Opportunities: • Question #4: 41% do not belong to any other professional association. • Question #6: 68% have never been a member of APICS. Plus, 20% were former members. • Question #11: 23 people expressed an interest in learning more about APICS of which 11 people provided contact information. • Question #12: Two more provided contact information. Confidential

  6. Executive Summary • Survey Participant’s Profile • Question #1: Top 3 supply chain business challenges were: supply chain responsiveness, customer service and operations planning and scheduling. • Question #2: Top 3 criteria to select an organization to join were: applicability to job function, access to best practices and information communication. Affordability was a close 4th criteria. • Question #3: CSCMP (28%) and ISM (16%) were by far the top 2 professional organizations participants were members. • Question #13: In terms of participant’s location, there was a fairly equal distribution across the St. Louis Region. Plus, 20% lived in Illinois. Confidential

  7. Executive Summary • Survey Participant’s Profile (continued) • Question #14: 51% worked for companies >$1Billion. • Question #15: 48% worked for companies with >1000 employees of which 29% worked for companies >5000 employees. 25% worked for companies with 101-500 employees. • Question #16: Six industries mad up 79% of the survey respondents: Confidential

  8. Executive Summary • Survey Participant’s Profile (continued) • Question #17: 70% of the respondents were over 40 of which 37% were over 50. • Question #18: 88% had a Bachelor or Master degree of which 46% had a Master. • Question #19: 68% of the respondents were Manager level and above. Confidential

  9. SURVEY questions detail Confidential

  10. #1 How would you rate the following business challenges as they relate to your supply chain? Comments: The higher-rated challenges are typically short term issues – customer service, operations planning and scheduling, supplier lead time, procurement costs. The lower rated challenges were more long term planning issues (capacity planning, footprint, portfolio rationalization). Confidential

  11. #2 How important are these criteria in selecting which professional associations to join? Comments: The top three selection criteria are applicability to job function, access to best practices and information communication. Leverage these in marketing material. Verbatim Comments: The criteria were rated from a personal perspective as my current company does not reimburse for any expenses associated with being a member of a professional association. Centrally Located. Would prefer something in downtown STL so that it can serve the greater STL region to include southern Illinois. Confidential

  12. #3 Of what other professional associations are you a member? (1) Comments: 41% do not belong to another organization which indicates a large potential market. CSCMP and ISM were the top two professional organizations. (1) Other organizations included: AICPA, National Defense Transportation Systems, Association for Healthcare Resource and Materials Management, Transportation Club of St. Louis, IEEE Confidential

  13. #4 Are you familiar with the APICS professional association? Comments: High level of familiarity by respondents (76%). Verbatim Comments: Confidential

  14. #5 What category below best describes your level of familiarity with APICS? Comments: 87% are at least somewhat familiar with APICS. Confidential

  15. #6 Have you ever been a member of APICS? Comments: 68% have never been a member. Potential targets. 20% were formerly an APICS member. Is there a process to follow-up when members leave to identify the reason and potential for restatement? Yes Does APICS have a member retention program? Yes Confidential

  16. #7 Are you aware there is a APICS chapter in St. Louis? Comments: Since awareness is 93%, what needs to happen to attract more members? What avenues are available to inform non-members about chapter activities and services? One idea would be to invite them as guests. Confidential

  17. #8 Do you know others who are members of APICS? Comments: 76% know other APICS members. In order to attract new members, is there an opportunity for a referral program? What can be done to help members spread the word about the benefits of APICS membership? How can we better encourage members to bring non-members to chapter meetings and events? Confidential

  18. #9 Have you ever had any of the following APICS certifications? Comments: 74% have not earned an APICS certification. What is the value proposition for an APICS certification? Do we have any testimonials? What more can be done to market the benefits of certification to non-members (as a reason to join)? Verbatim Comments: Confidential

  19. #10 Are you aware of the following APICS services? Comments: Good awareness of all of the APICS services – ranging from 50% to 95%. Highest awareness services – Certification Training and Publications What is the value proposition for each individual service? Are there additional services we could add or services we should discontinue? Is increasing awareness of career and job search resources an opportunity to attract members? Confidential

  20. #11 Familiar: Would you be interested in learning more about APICS? Opportunities: Eleven respondents requested additional information. Confidential

  21. #12 Not familiar: Would you be interested in learning more about APICS? Opportunities: 74% not interested to learn more. Do they understand the value proposition? Two respondents requested additional information.

  22. SURVEY DEMOGRAPHICS Confidential

  23. #13 In which area of the St. Louis region are you located? Comments: Highest number located in Illinois and mid-county. Lowest number in south county area. Likely correlation with location of large corporations and industry – e.g., Emerson, Boeing. etc. Confidential

  24. #14 What is the annual gross revenue for your company? Comments: Over 50% of respondents work for companies with over $1 Billion in revenue. Are there opportunities to attract members from smaller companies? Confidential

  25. #15 How many employees are there in your company (locally)? 48% Comments: Nearly half (48%) of respondents work for companies with over 1,000 employees. 25% had employees 101 to 500. This is APICS target market. Confidential

  26. #16 What industry best describes your company? Comments: Top six industries make up 79% of respondents. Are there untapped markets – e.g., Healthcare, Chemicals, etc.? Confidential

  27. # 17 What is your age? 72% Comments: 72% of respondents over 40. How do we attract the younger generation? Confidential

  28. #18 What category below best describes your highest education level? 88% Comments: Highly educated. 88% of respondents have a bachelors or masters degree. Confidential

  29. #19 What category below best describes your current or most recent position in your company? Comments: The majority, 68%, of the respondents were at the manager or above level. Confidential

  30. #20 What category below best describes your current or most recent job function? Comments: Comparing these demographics to those of current members may highlight membership growth opportunity areas. Confidential

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