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Show Procurement’s Value

Learn how to communicate the value of procurement effectively. Understand the challenges, strategies for shifting mindset, and key communication basics to engage stakeholders. Gain practical tips and resources for successful communication.

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Show Procurement’s Value

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  1. How to Show Procurement’s Value You, Too, Can communicate like a marketer

  2. overview • What’s the Problem? • What Can Help? • How To Make the Shift • Tips and Resources

  3. What’s The Problem?

  4. Our mindset We’re ethically- and legally-minded Our mentality focuses on “doing the right thing” “Saving money and reducing risk is doing my job”

  5. Our Customers Online shopping changed the game They’re being advertised to every day at home

  6. Our Management What we do is more visible in the institution There’s increasing pressure to prove our worth

  7. Pressure Both our customers and our management are asking us to show them what we do

  8. What Can Help?

  9. How we Communicate Neither way is better, they just have different purposes What are those purposes?

  10. We Need to Stay Relevant If we want to be seen as the vital part of our operations that we are, we must shift the way we communicate. Shift

  11. How to Make the shift

  12. The Basics Audience Who are you talking to? What do they want? Are there sub-groups (segments)? http://www.rolexmagazine.com/2009/01/vintage-1985-rolex-sailing-ad.html

  13. The Basics Value Proposition How is what you’re offering going to benefit your audience? https://www.wordstream.com/blog/ws/2016/04/27/value-proposition-examples

  14. The Basics Call to Action What do you want your audience to do? https://www.printwand.com/blog/14-tips-for-writing-the-best-call-to-action-with-examples

  15. The Basics Tone How do you communicate with your audience? @Starbucks @Wendy’s

  16. The Basics Channel Where do you communicate with your audience? For which messages? https://www.wm.edu/offices/procurement/resources/newsletter-2018-09.pdf https://www.cu.edu/psc/psc-metrics-fy-2018

  17. The Basics Reach How do you know who listened? How do you know if your communication worked?

  18. Practive Scenarios

  19. Tips and Resources

  20. We Learn Visually. Pro-Tips • HubSpot studies show that people “have the ability to recall 65% of the visual content that they see almost three days later.” Source. • Readers spend more time looking at images than they do reading information. Source. • When given directions with text and illustrations, people perform 323% better than those who just receive text. Source. Use visuals to express or enhance an idea, or to attract attention

  21. Pro-Tips Align your message to your department and institution’s mission and branding https://www.ucop.edu/procurement-services/_files/impact-reports/Impact%20Report%20June%202018%20FINAL.pdf

  22. Pro-Tips • Show a process on your web site • Annual operational report • Tell contract users about a new feature or savings • Meet with a group of customers and find out what’s important to them • Design a handout about your department or a new initiative Where to start

  23. Pro-Tips • If your institution has a communications department/person, collaborate! • Know your institution’s mass communications policies and branding guidelines Institutional communications

  24. Pro-Tips • Bullet points can help visually break up text (but keep it short) • The Rule of Three • Image use rights • Passive voice • Some subjects require complex detail. Consider: • Targeting detail to a relevant segment • Making detail easy to navigate • Starting with a summary Other tips to get you started

  25. Pro-Tips • Canva.com • Create infographics and visuals • Constant Contact / Mail Chimp • Email marketing • Istockphoto.com (and others) • Quality stock images • Other links? Like advice? Free or low-cost resources

  26. Thank you!Shannon WamplerUniversity of Virginiasaw2w@Virginia.edu@saw2w Now go do something.

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