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Jumpstart Your Marketing: New Tools and Ideas to Advance your Chapter

Jumpstart Your Marketing: New Tools and Ideas to Advance your Chapter. APICS PacWest District Meeting. Jennifer Daniels, APICS Vice President, Marketing January 23, 2015. Contents. New Marketing Tools Expand your Marketing Toolkit New Partner Enablement Toolkit

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Jumpstart Your Marketing: New Tools and Ideas to Advance your Chapter

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  1. Jumpstart Your Marketing: New Tools and Ideas toAdvance your Chapter APICS PacWest District Meeting Jennifer Daniels, APICS Vice President, MarketingJanuary 23, 2015

  2. Contents • New Marketing Tools Expand your Marketing Toolkit • New Partner Enablement Toolkit • APICS overview video and brochure • Marketing content catalog • Library of case studies and video testimonials • Building a Marketing Plan • The key questions • Keeping it simple: Sample overview plan • The “Year of the Website” • Market Segmentation Strategies to Increase Impact • What is it and why does it work? • Segmentation examples

  3. Contents, cont’d • Getting Social @APICS • Your social media strategy • You vs. APICS vs. Your Chapter • LinkedIn and Twitter tutorial • Corporate Advertising & PR Activities (that you can leverage) • Advertising, PR and social campaigns • APICS Blog • Looking Ahead to 2016

  4. New Marketing Tools Announced at APICS2015, these goodies are launched and ready now!

  5. Partner Enablement Toolkit Turn-key Marketing Solutions Find it on C-Box! Highlights include: Marketing Content Catalog and image bank New The APICS Standard: Raising the Bar video New The APICS Standard brochure Certification/endorsement comparison charts

  6. New APICS Video – Post it, Share it, Inspire! The APICS Standard: Raising the Bar Sure to inspire. brings perspective and prominence to how supply chains impact the world Watch it. The video can be viewed on YouTube, or via the video file on C-Box. Post it. Find instructions on C-Box on how to embed this video on your chapter website. Share it. This is wonderful, engaging content for social media or email campaigns!

  7. New APICS Brochure APICS Sets the Standard • Provides an overview of APICS • Customize the back cover with your logo and unique message • Digital PDF format for email • Print via an online order portal Global Printing portal is now live. For an overview and how-to tutorial, reference the November Leadership Central.

  8. More APICS Case Studies and Videos Demonstrate the value and impact that APICS education, training and certification programs bring to supply chain organizations. Ingersoll Rand(case study, video) GE Oil & Gas(case study, video)  Intel (SCMR article) ExpressPoint (First SCOR case study) BASF(SCMR andAPICS articles, video) McCormick & Co. (First APICS + SCOR case study!)

  9. Marketing Content Catalog Need content? Look no further. Comprehensive collection of written and graphic content to guide partners in developing any marketing materials. Content application examples: Website copy and imagery Sell sheets Presentations Campaigns Blogs Events And more! Find it in the Partner Enablement Toolkit on C-Box.

  10. APICS Chapter Website Program StarChapter offering templated websites for APICS chapters • Complete package • Freedom within a on-brand framework Program benefits • Discounted pricing • Content and image feeds • Data Exchange • Proven easy-to-use system • For new and existing StarChapter customers Worth mentioning • Not mandatory • 47 Chapters participating

  11. Building a Marketing Plan Align with Chapter goalsfor the greatest impact.

  12. Marketing Plans are Awesome • Who do we want to be? (vision/mission) • What’s going on in our market? (UVP/CTA) • Who are we talking to? (personas) • What are our goals? (business objectives) • How will we reach them? (strategy) • What do we need to do to make it happen? (tactics) • How will we know it worked? (metrics) • When will we do it? (calendar) • How much investment is required? (budget) • Before you build a plan, you need to answer some key questions.

  13. What do you want to be and do? • The place to be for supply chain professionals in [town/city], where members come to learn, network and grow • The best local resource for supply chain, operations and logistics education and certification programs • The launching pad for future supply chain leaders that nurtures students and young professionals • Achieve “platinum” chapter status for first time This statement should provide focus for your year – or several years - and plan. • Most of you already have formal statements, think of this as a shortcut. Here are some ideas…

  14. Market Scan • Do you have competitors? • Local training companies, clubs/societies that vie for members or training budgets? (This is important because you want to sell against them, position against them, and offer distinct programming; or you may want to collaborate) • Look at their websites, offerings, marketing, etc. How can yours be different and better? • Market conditions are important • New businesses, growing industries, “meccas” • Stagnant situations, uncertainty, etc. can all help positioning • Understanding your market and how you can help will make your marketing better • Consider doing a competitive review and a general assessment of local market conditions.

  15. Background SVP, VP or director responsible for supply chain Part of supply chain organization in growing number of companies or procurement, logistics/operations or even sales for remainder Most often part of a centralized function but sometimes decentralized with alignment to particular business unit Demographics Male Mid-40s+ College degree, may have graduate degree Identifiers APICS member (at one time) Industry veteran who is present and/or participates at industry conferences • Sample Persona: Supply Chain Charles

  16. Goals Deliver a higher ROI for supply chain investments Improve the delivery of goods through the supply chain Improve efficiencies throughout the supply chain Challenges Risk management: How do I minimize the disruption in my supply chain? Delivery performance: How can we improve the reliability of our deliver schedules? Reduce costs: How can we identify and capitalize on cost savings opportunities? Optimize resources: How do I make the best use of my talent, budget and technology How we help Provide benchmarks to assist with identifying performance improvement opportunities Training Persona Hypothesis: Supply Chain Charles

  17. Common Objections How do we prove an ROI? Introducing a new management approach for our supply chain will be too time consuming and require too much investment in resources Marketing Messaging APICS SCC will give you the benchmarking data and market-tested management models needed to drive the performance of your supply chain And then we can train your people One solution Pitch Benchmark your performance against your industry peers Identify and prioritize a portfolio of projects Combine SCOR and APICS training for proven results Persona Hypothesis: Supply Chain Charles

  18. Business/Chapters Goals • No more than 4 goals (and one should be easy) • They should be SMART and clear • They should support your vision and mission • They should get you energized and thinking about how you can reach them • Sample goals: • Hold first – or additional - CSCP class • Grow membership x% • Increase member engagement in PDMs • You may already have goals and objectives, but if you don’t here are some things to consider

  19. Sample: Marketing APICS Courseware Vision: To be the premier provider of SC, OM & Logistics education programs for individuals looking to advance their careers and organizations seeking to elevate performance. Seeking to Business and Marketing Objectives Support CPIM courseware sales goal $XX MM Support CSCP LS courseware sales goal $XX MM Maintain & growAPICS PD programs’ globally competitivereputation Support CLTD courseware launch & sales of $XX M Promote new CPIM Self-Study Kit and APICS Online Raise awareness of newly updated CSCP courseware and NEW CLTD Highlight value props of courseware • Fine-tune lead generation campaigns by incorporating analytics Marketing Metrics Marketing Tactics Marketing Strategies • Direct Mail Web Collateral Email • Testimonials Google AdWords Social Campaigns PR/Ads Achieve CPIM leads of 350 per month Build CLTD demo lead program and baseline lead generation Achieve $XX CSCP courseware individual channel sales Achieve CSCP courseware leads of 500 per month

  20. Sample: APICS for Business APICS for Business • Become the relationship of choice and trusted partner for global supply chain leaders and their organizations. Affiliates benefit from industry best practices with unmatched global benchmarking and frameworks to deliver impact throughout their organization’s supply chain—from cost reduction and improving delivery to employing the latest innovations and developing talent. Business &Marketing Objectives PROMOTE Increase awareness and differentiate APICS for Business through affiliation GROW Support affiliate/sponsor growth and retention within corporate, public sector and academic segments LAUNCH Introduce APICS for Business value, in addition to value-add programs RETAIN/GIVE BACKBe the supply chain expert of choice by delivering value, guidance & insights to affiliates and the market • Develop sales support toolkits & integrated marketing program to reinforce capabilities & affiliate successes • Establish key platforms to demonstrate value and thought leadership through integrated marketing programs and PR • Launch lead generation program targeted at key SIC and engage/deploy client success story packages • Establish APICS for Business & SCOR as the global standard for supply chain benchmarking, best practice frameworks & processes, talent development Marketing Metrics Marketing Strategies Marketing Tactics • Digital/Social • Sales Support • Events • Content Mktg • Direct Mktg: Email • PR • Advertising Develop/refine complete set of sales support tools and resources Deploy and nurture (X) affiliate value-add programs Achieve affiliate & sponsor growth and revenue goals: corporate (XX%), public sector (XX%), academic (XX%) and sponsor (XX%) Launch (x) client case study pkgs. Launch 4 client campaigns /newsletters; focused on maximizing affiliation value Successfully host 10 executive briefings with XXX participants

  21. Establish APICS for Business and SCOR as the industry standard for supply chain benchmarking, best practice frameworks and processes and talent development Launch APICS for Business

  22. Calendar 2016

  23. 20xx Marketing Budget

  24. Market Segmentation Sounds fancy, but it’s really common sense.(Don’t tell!)

  25. POP QUIZ You have a database and you want to launch an email campaign to promote a seminar. Will you achieve a better result by sending one message to everyone, or several messages that are tailored to the specific interests of different groups within your database?

  26. Segmentation Strategies & Messages Segment by: • Location • Industry • Functional area • Age • Gender • Size • Member/non-member • Certified/not certified • And many more! Marketing Message: • Near you… • SCM for Pharma… • For logistics… • Young professionals… • Women in Manufacturing… • Mid-market • Member discounts • Maintain, get certified

  27. APICS Examples • CSCP Navigator Campaign • Segment: Demo leads that hadn’t activated in over one year • Initial campaign: What’s Holding You Back? One-question survey to with a chance to win a learning system • Subsequent segmented campaigns addressing: Cost, Time, Fear • CPIM Advance Campaign • Segments: Completed BSCM, and each subsequent exam • Campaign: “Congrats! Build on Your Momentum” • Campaign: “One Test Away” • And many more! • Ongoing: ATT expiration dates • Ongoing: Maintenance points • Ongoing: Membership expiration • New! “Continue to Grow” to encourage CPIMs to sit for CSCP • Recent: CSCP year-end partner promo

  28. Get Social @APICS Demystifying all that social media stuff

  29. Let’s Take the Temperature… • Who is personally on: • LinkedIn? • Facebook? • Twitter? • Instagram? • Who knows what to do with a hashtag? • Who’s wondering if their chapter needs to have a LinkedIn, FB, Twitter or Instagram presence? • Who isn’t sure what to do?(We recommend keeping it simple, very simple.)

  30. Question: What’s your social media strategy?

  31. Answer: Your social media strategy is OUR social media strategy! (retweet, repost, like, tag, follow... ...what we do, you do… and do it across your personal channels…when it makes sense.)

  32. Facebook It’s nice to like and SHARE!

  33. Twitter Tweet and retweet! It’s easy.

  34. LinkedIn Follow APICS to keep up to date on the news so you can share it with your members.

  35. Share your APICS activities, success stories and unique experiences on social media!! If you aren’t sure how to start, we recommend LinkedIn. Check out the APICS Quick Guide to LinkedIn Sharing on C-Box. If you are more advanced, check out Twitter. Access the APICS Quick Guide to Twitter is on C-Box, too. Activate your Social Media Strategy Now!

  36. APICS QUICK GUIDE TO LINKEDIN SHARING June 23, 2015 This presentation was created by the APICS Marketing Team for members, chapters, and partners who want to use LinkedIn to share information.

  37. Creating an Update Log in to www.linkedin.com From the Home screen, select “Share an Update.” If you would like to upload an image, select “Upload Media.” In the box that reads “What’s on your mind?” enter your copy and hit the Share button.

  38. Sharing Someone’s Post When you want to share someone else’s post, at the bottom of their post, select “Share”

  39. Sharing Someone’s Post (continued) A new screen will pop up. Uncheck “Share an update” and click the “Share” button. This will share the original post as is. If you would like to add your own comment to the post, check “Share an update” and add your copy. Then select “Share.”

  40. APICS QUICK GUIDE TO TWITTER January 19, 2016 This presentation was created by the APICS Marketing Team for members, chapters, and partners who want to use Twitter to share information.

  41. Creating a Post Log in to www.twitter.com. Once logged in, you will be re-directed to your profile page. To create a post, click in the box that says, “What’s happening?” or select the “Tweet” button in the top right corner.

  42. Creating a Post (continued) Add your copy in the space provided and select “Tweet.” You are limited to 140 characters. Once you select “Tweet” your post will be published.

  43. Adding a Link Add a link. You can add a link to your tweet by simply pasting it directly in the space provided. Remember that the URL will count towards your 140 characters. If your URL is very long, you can create a shorter version by switching to a bit.ly. • Go to https://bitly.com/ • Paste your full URL into the space provided and select “shorten.” • Copy the shortened URL and paste into your tweet.

  44. Adding an Image Select the “Media” icon below your text and then select the image from your computer and click “Open.”

  45. Retweet a Post When you find an interesting post that you would like to share with your audience, you can retweet another user’s post. Select the icon with two arrows.

  46. Retweet a Post (continued) You can add a comment to the original post, or simply retweet the same content that the original profile posted.

  47. Reply to a Post When you would like to engage with a user directly, you can tweet to them one of two ways. Go to the user’s profile, and select the “Tweet to [User name]” button from the column on the left. By selecting this button, the user’s twitter handle (i.e.: name) will automatically appear in your post.

  48. Reply to a Post The other way to tweet to someone directly is by manually typing the user’s handle into the post.

  49. Like a Post If you like another user’s tweet, but don’t have anything to say about it, you can simply “like” it by selecting the heart icon below their post.

  50. Building Brand Awareness Corporate Advertising & PR Activities (that you can leverage)

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