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Marketing the APICS CSCP Designation

Marketing the APICS CSCP Designation. Five Rules for Marketing (the APICS CSCP Designation). Identify Your Market Develop a Strategy Execute the Strategy Measure the Results Rinse and Repeat. Identify Your Market. Who are you trying to reach? Where do they live? Where do they work?

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Marketing the APICS CSCP Designation

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  1. Marketing the APICS CSCP Designation

  2. Five Rules for Marketing (the APICS CSCP Designation) • Identify Your Market • Develop a Strategy • Execute the Strategy • Measure the Results • Rinse and Repeat

  3. Identify Your Market • Who are you trying to reach? • Where do they live? • Where do they work? • What problems can your product solve? • What are their demographics? • What are their psychographics?

  4. Identify Your Market The APICS CSCP designee profile (from the June and December 2006 exam administrations) • More than 77% pursued the APICS CSCP to advance their career or increase their supply chain knowledge • 1/3 of exam registrants have been in their current industry for more than 15 years • 60% are in the manufacturing industry, compared with nearly 19% in consulting, and just under 10% in the service industry These results are preliminary and do not constitute a representative audience sample

  5. Develop a Strategy • Research Ideas • Evaluate Your Talents • Identify Resources • Establish a Goal • Determine the Budget and Schedule

  6. Product Life Cycle New product development stage • very expensive, no sales revenue, losses Market introduction stage • cost high, sales volume low, no/little competition, losses Growth stage • costs reduced due to economies of scale, sales volume increases significantly, profitability, public awareness, competition begins to increase Mature stage • costs are very low because of decreased marketing costs, sales volume peaks, increase in competitive offerings, prices tend to drop due to the proliferation of competing products, very profitable Decline or Stability stage • costs become counter-optimal, sales volume decline or stabilize, prices, profitability diminishes, profit becomes more a challenge of production/distribution efficiency than increased sales CSCP

  7. Decide Course Dates Market Course Sign up students for courses Order Materials Student Preparation Run Course Exam Date Suggested Course Timeline 13- 3hr sessions ½ day intro Plus 5 full days

  8. Measure the Results Average Response Rates by Media* • Direct Mail (Flat): 2.77% Non profit organizations- 3.95% • Postcards: 2.19% • E-Mail: 2.48% • Telephone: 8.55% Non profit organizations- 19.75% • Statement Stuffers: < 1% • Banner/Rich Media Ads: 3.52% *source: Direct Marketing Association

  9. Rinse and Repeat • Create categories of methods • Create categories of respondents • Decide which were the most successful • Put the rest on a list for refinement • Repeat your campaign

  10. Use the Tools • EduNetCentral.com • Chapter Locator • Volunteer Resources Section • Leadership Central • APICS Learning Communities

  11. 2007 APICS CSCP MarketingJanuary – October • CSCP letter (March) • CSCP e-mail blast (March) • Letter campaign, internal list (March) • Letter campaign, external list (April) • Letter campaign to ISM attendees (April) • APICS e-News (March, April, June) • Leadership Central (April, June) • APICS Connection (April, May, June) • New brochure (February) • APICS CSCP letter – 30,000 (July) • APICS CSCP postcard – 40,000 (September) • E-mail blast, Prepare for Exam – 30,000 (July) • E-mail blast, Certification Preparation general (September) • APICS CSCP mailer – 50,000 (October) • APICS CSCP postcard for chapter and college/university use (July) • E-mail blasts to support upcoming CSCP courses (August) • December 8 exam promotion e-mail blasts (September/October)

  12. National Marketing Upcoming late-2007/Q1 2008 Initiatives • New Brochure – November • Self-mailer – December • E-mail blasts to support chapter courses (December) • Online APICS CSCP Ad – (November) • Q1 APICS CSCP campaign letter – 30,000 (January) • Q1 APICS CSCP campaign self mailer – 30,000 (January) • Q1 APICS CSCP campaign e-mail blast – 30,000 (February) • Q1 APICS CSCP campaign ads (January) • Q1 APICS CSCP campaign landing page (January) • March 15 exam promotion e-mail blasts (January/February) • E-mail blast, Certification Preparation general (March)

  13. National Marketing Ongoing APICS CSCP Marketing Initiatives • APICS magazine ads (August) • e-News and APICS Connections Inclusion (ongoing) • Web site home page marketing and search engine optimization (ongoing) • e-Mails to the APICS CSCP update list (ongoing)

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