New Committee Members induction November 2012 Welcome

1. New Committee Members inductionNovember 2012Welcome

2. Agenda • Website overview/improvements – Ben Meadows, Digital Manager • A members Journey – Vicky Oliver, Marketing Manager • Break • Branch processes and procedures – Carol Husband, UK and Europe Membership Manager • Lunch

3. Website update 2012 Ben Meadows, Digital Marketing Manager, CIPS

5. Why have we changed Poor user experience Site lacked direction Opportunity to create a platform that is the first port-of-call for procurement professionals Need to portray a more professional image Encourage interaction between industry experts and members

6. Process | Buy-in… WHATS NEW • Research into website personas • Use cases developed • Membership research – survey sent to 38,000 active members • Internal Stakeholders identified • All staff briefed two weeks prior to go live Look & Feel Imagery Re-written copy Geo targeting Filter search options

7. Impact for users • Improved browsing experience • More relevant content • One stop shop for procurement professionals • Networking opportunity moving forward • Open up appeal to Gen Y • Career development opportunities

8. What’s next? • Website launch is just the start – plans for the future Application processes My CIPS development Personalisation Comment functionality Integrated polls & surveys Mobile version of the site Member case studies Improved search functionality

9. Bottom line Valued visitors are more likely to purchase • Back end systems are in place for usto exploit • Standard reporting systems are nowestablished to better understand member behavior • Cross-sell / Up-sell opportunities • Online journeys will be optimised to improve conversions

10. Wider online marketing Opportunity to drive more visitors through to cips.org • Search Engine Optimisation • Better targeted email marketing • Increase social media presence • Pay per click advertising • Partnership agreements

11. Pitfalls / Learning • Takes time to deliver change • Limited timescales for initial project • International content required more work that originally thought • Launch date gave a sense of urgency – just needed to be prepared to fix issues as they occurred and have an understanding Council and Senior Management

12. Brand Website testimonials “The new CIPS website has gone live at last. The old one was looking more and more tired and was never particularly user friendly, so this was a very necessary development. And what an improvement – I think it looks really good, and while I haven’t spent too long trying it out, navigation and signposting seem much better” Peter Smith, spendmatters.co.uk, Ex CIPS President

13. Brand Website testimonials “Very impressed with the new website – striking, clean and simple layout which is easy to navigate” “The presentation and clarity of the new website is great” “My initial reaction to the new website is positive. I like the crisp, modern style & fonts, the new logo is clever with the combination of the globe and the “traditional” CIPS abbreviation” Responses to Supply Management article

14. Finally “Fresh new look, I love it, it’s irresistible. I bet we are going to have more new memberscoming for the new look” Kudakwashe Matema, Zimbabwe

15. A Members Journey Communicating with you Vicki Oliver Friday 9 November 2012

16. My journey • 27 years in marketing • 8 years in marcoms • 7 months membership marketing at CIPS • brand and communications expertise in

17. What was the first form of communication?

18. How do we communicate with our members? Engage • brand • ethos. MEMBERS MEMBERS INVOLVE ENGAGE • Connect • apply • welcome • retain. CIPS • Involve • hear • listen • learn CONNECT MEMBERS

19. Your journey Stages of membership: Attention Renewals Application Welcome Impart knowledge Network • Communications at each stage: • digital – website/webinars/social media • post • brochures • magazines • email • events/branch • talk.

20. What is CIPS learning about our members? Knowledge is more important than networking!So what are we doing? The 3 R’s Programme Review Retain Refresh • all member communications • all product information • all qualifications. • relevance • messages • ethos and mission. • update • re-engage • move forward.

21. Review of all membership communications • brand • online • application process • welcome pack • renewal process • lead generation • email newsletters • member events.

22. Brand November 2011 June 2011 December 2012 Revision of all communication materials • relevance • design: - mechanic - imagery • tone of Voice • overall message • cost. • New brand project launched • Brand guidelines finalised • Brand website to be launched

23. Applications Application process • improved online process with more revisions due including direct debit and promotional codes • simpler application form and an amended and upgraded route to membership brochure - Belong • Evaluating entry procedures eg FCIPS and MER.

24. Welcome Currently reviewing welcome pack • survey recently carried out asking for opinions of the current pack to include: - information it contained - look and feel - value of membership card - views of a more concise postal pack with an online introductory tour of the website • conclusions Watch this space.

25. Additional brochures • All About CIPS • CIPS Intelligence • Member Benefits.

26. Sales literature • complete review of all material • mix and match style • product sheets and case studies • industry specific.

27. Renewals Over 75% of potential lapsed members renew when phoned. The process has been revised to enable more time and funds to be allocated to this stage. Plus a redesign of the whole suite of messages to include: • emails • letters • phone calls • co-ordinated, consistent message highlighting access to knowledge and member benefits.

28. Lead generation project Series of adverts aimed at highlighting the benefits of membership at various stages of your career: • students • level 4 and above • lapsed member • member referral • generic message.

29. Access to knowledge • review of all email newsletters and knowledge updates • programme of topics to coincide with a member event • continual upgrade to CIPS Intelligence.

30. Benefit to members? • An institute that is: • Involved • Relevant • Responsive CIPS CIPS RESPONSIVE INVOLVED MEMBERS RELEVANT CIPS

31. Branch Processes and procedures • Branch Regions • Branch Purpose and Mission/ranch Strategic Review • Roles and responsibilities • Branch Funding • Event Management/Submission deadlines, etc. • CIPS Branch Support

32. Branch Regions

33. Branch Purpose and Mission – Branch Strategic Review • To provide a local Professional Network • To provide a local conduit for Council, Branches and Members • To promote representation, visibility and engagement in the local environment • To develop relationships between Member and Branch • To facilitate local sharing of Knowledge and Best Practice • To ensure alignment with CIPS strategy

34. Roles and responsibilities

35. Branch Funding

36. Branch Funding • Branch Action Plan • A more detailed document showing the plans for Branch activity • Branch Evaluation Template • To enable the Branch to objectively assess against the purpose statement, e.g. measures of success • Key to budget allocation 2013/2014

37. Event Management/submission deadlines, etc. • Planning • Event - Face to face/webinars • Submission deadlines

38. CIPS Branch Support • CIPS Mailings sent out three times a month • SM Magazine • Text Message Reminders 48 hours prior to the event • Branch Reports • Sanitised member information • Post event surveys/Generic surveys • Postcode location of members

39. CIPS Branch Support • Branch committee webpage: http://www.cips.org/en-GB/Community/Groups-listing/branchcommitteemembers/ • Presentations • Branch event template • Speaker spread sheet • Branch statistics • Various other documents

40. Thank you for listening