Apics st louis non member survey results
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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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Apics st louis non member survey results

APICS-St. Louis Non-member Survey Results

June 5, 2014

Confidential


Project objectives

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


Executive summary

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

Executive Summary

Confidential


Executive summary1

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


Executive summary2

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.

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Executive summary3

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.

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Executive summary4

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


Executive summary5

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.

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Survey questions detail

SURVEY questions detail

Confidential


1 how would you rate the following business challenges as they relate to your supply chain

#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


2 how important are these criteria in selecting which professional associations to join

#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.

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3 of what other professional associations are you a member

#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

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4 are you familiar with the apics professional association

#4 Are you familiar with the APICS professional association?

Comments:

High level of familiarity by respondents (76%).

Verbatim Comments:

Confidential


5 what category below best describes your level of familiarity with apics

#5 What category below best describes your level of familiarity with APICS?

Comments:

87% are at least somewhat familiar with APICS.

Confidential


6 have you ever been a member of apics

#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


7 are you aware there is a apics chapter in st louis

#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.

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8 do you know others who are members of apics

#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?

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9 have you ever had any of the following apics certifications

#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


Apics st louis non member survey results

#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?

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Apics st louis non member survey results

#11 Familiar: Would you be interested in learning more about APICS?

Opportunities:

Eleven respondents requested additional information.

Confidential


12 not familiar would you be interested in learning more about apics

#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.


Survey demographics

SURVEY DEMOGRAPHICS

Confidential


13 in which area of the st louis region are you located

#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


14 what is the annual gross revenue for your company

#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?

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15 how many employees are there in your company locally

#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.

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Apics st louis non member survey results

#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.?

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17 what is your age

# 17 What is your age?

72%

Comments:

72% of respondents over 40. How do we attract the younger generation?

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Apics st louis non member survey results

#18 What category below best describes your highest education level?

88%

Comments:

Highly educated. 88% of respondents have a bachelors or masters degree.

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Apics st louis non member survey results

#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.

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20 what category below best describes your current or most recent job function

#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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