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Region VIII Marketing Brief Marketing Strategies for 2005 Renewal and Growth A Multi-level Approach John Skelton, MA CPIM President, Durham APICS Chapter

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slide1

Region VIII Marketing Brief

Marketing Strategies for 2005

Renewal and Growth

A Multi-level Approach

John Skelton, MA CPIM

President, Durham APICS Chapter

slide2

“We shall not flag or fail. We shall go on to the end. We shall fight in France, we shall fight on the seas and the oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our island, whatever the cost may be. We shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we shall never surrender."

slide4

“"It\'s a good thing for an uneducated man to read books of quotations."

"A fanatic is one who can\'t change his mind and won\'t change the subject."

region viii marketing brief
Region VIII Marketing Brief

Focus of Marketing Strategies (slide 1 of 2):

  • Retain existing members
  • Grow corporate members
  • Existing companies
  • New Enterprises
region viii marketing brief6
Region VIII Marketing Brief

Focus of Marketing Strategies (slide 2 of 2):

  • Gain new individual members
  • Expanded markets (retail, wholesale, healthcare)
  • Increased penetration of traditional markets

…Manufacturing

…Services

…Academic

…Operations Management professionals

region viii marketing brief7
Region VIII Marketing Brief

Let’s concentrate on attracting new members:

  • How do we connect with future members?
  • When do we connect with future members?
  • What do we use to reach out?
region viii marketing brief8
Region VIII Marketing Brief

How can we market to future members?:

  • Traditional media (newspapers, magazines, radio, TV)
  • Internet (web sites)
  • Newsletters
  • E-mail
  • Face-to-face
  • Group Settings (classes, seminars, PDM’s, social events)
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Region VIII Marketing Brief

When can we market to future members?:

Periodically (weekly, monthly, annually)

  • Traditional media
  • Group Settings
  • Newsletters
  • E-mail
  • Group Settings (classes, seminars, PDM’s, social events)

Daily

  • Internet (web sites)
  • Face-to-face
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Region VIII Marketing Brief

What can we use to reach out?

  • Advertising
  • Web site postings
  • Newsletters
  • Promotional materials
  • E-mails
  • Direct mail – bulk post
  • conversation
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Region VIII Marketing Brief

The Weapons Arsenal

region viii marketing brief15
Region VIII Marketing Brief

Regional Advertising Campaign

Recommendations

  • MM&D Magazine
  • ¼ page advertisement
  • 6 times
  • Shared cost = <$500 per chapter
  • Concepts attached
  • Outsource some graphics expertise
region viii marketing brief16
Region VIII Marketing Brief

Regional Advertising Campaign

Some concepts…

slide17

Advancing Productivity, Innovation, and Competitive Success

Inventory

APICS is the global leader and premier source of the body of knowledge in operations management. Discover what we can do for you, your business, and your career.

Production

Logistics

Supply Chain

Purchasing

Materials Management

Visit us at: www.APICS-Durham.org

905-571-2994

slide18

Advancing Productivity, Innovation, and Competitive Success

Inventory

Materials

Management

Total Quality

APICS is the global leader and premier source of the body of knowledge in operations management. Discover what we can do for you, your business, and your career.

Purchasing

Production

Supply

Chain

Logistics

Visit us at: www.APICS-Durham.org

905-571-2994

slide19

Advancing Productivity, Innovation, and Competitive Success

  • Inventory
  • Supply Chain
  • Production
  • Materials Management
  • Logistics
  • Purchasing
  • Total Quality

APICS is the global leader and premier source of the body of knowledge in operations management. Discover what we can do for you, for your business, and for your career.

Visit us at: www.APICS-Durham.org

905-571-2994

slide20

Advancing Productivity, Innovation, and Competitive Success

  • Inventory
  • Supply Chain
  • Production
  • Materials Management
  • Logistics
  • Purchasing
  • Total Quality

APICS is the global leader and premier source of the body of knowledge in operations management. Discover what we can do for you, for your business, and for your career.

Visit us at: www.APICS-Durham.org

905-571-2994

slide21

Advancing Productivity, Innovation, and Competitive Success

Inventory

APICS is the global leader and premier source of the body of knowledge in operations management. Discover what we can do for you, your business, and your career.

Production

Logistics

Supply Chain

Purchasing

Materials Management

Visit us at: www.APICS-Durham.org

905-571-2994

slide22

Advancing Productivity, Innovation, and Competitive Success

  • Inventory
  • Supply Chain
  • Production
  • Materials Management
  • Logistics
  • Purchasing
  • Total Quality

APICS is the global leader and premier source of the body of knowledge in operations management. Discover what we can do for you, for your business, and for your career.

Visit us at: www.APICS-Durham.org

905-571-2994

region viii marketing brief23
Region VIII Marketing Brief

Press Releases

Recommendation

  • Chapter to issue “new brand” press release to local media
  • Region to issue press release to National Media (business editors?)
  • Chapters to publish press release in newsletters
  • Continue to issue press releases for significant events
  • cost = 0
region viii marketing brief24
Region VIII Marketing Brief

Chapter Brochure

Recommendations

  • See sample “A” (attached)
  • Multiple uses: direct mail campaign, libraries, shopping malls, face-to-face
  • Each Chapter should tailor to their own needs
  • ASC
  • cost = pennies per brochure
region viii marketing brief25
Region VIII Marketing Brief

Web Site

Presence on the web is critical to effective marketing and support of brand image

Individual Chapter Web Sites

  • Require specific expertise to develop, enhance, manage
  • Cost of management is multiplied across numerous chapters
  • Enforcement of consistent brand image is difficult
  • High risk of loss of expertise
region viii marketing brief26
Region VIII Marketing Brief

Web Site

Recommendation

  • One web site should be developed for Region VIII
  • Analogy = an apartment building (1 B/R, 2 B/R, Penthouse Suite)
  • Each Chapter would manage the information within their section of the site
  • Each Chapter could select from a menu of functionality
  • Visitors have one site to go to, with the ability to quickly locate their local service provider
region viii marketing brief27
Region VIII Marketing Brief

Web Site

Advantages

  • Less overall cost (Chapters could share)
  • Lever limited expertise
  • Flexibility built in to allow various Chapter suites
  • Consistent brand presentation
  • Consistent level of professionalism
  • Consistent technology
  • Ease of personnel transition
slide28

www.apics.ca

Chapter Locator

Toronto Chapter

Durham Chapter

Simcoe Chapter

Home Page

Home Page

Home Page

Executive Roster

Education

membership

membership

membership

Doc. Manager

Pres.’s Message

Pay Pal

newsletter

Education

Pres.’s Message

Education

Advertisers

newsletter

Jobs

newsletter

region viii marketing brief29
Region VIII Marketing Brief

Web Site Function Selection Menu (sample)

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Region VIII Marketing Brief

Business Cards

Recommendation

  • Each Chapter officer be provided with a deck of business cards
  • Standard layout which will convey brand image
  • Cost of production borne by Chapters
  • Region to recommend supplier(s) – 3 maximum – and find best cost / quality
  • Names, but no titles
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Region VIII Marketing Brief

Branded Novelties

Recommendation

  • Region to recommend supplier(s) – 3 maximum – and find best cost / quality / selection
  • Chapters to order on as-needed basis
  • Use in group settings, events, as promotional giveaways
  • Examples: pens, pencils, writing pads, T-shirts, hats, tote bags, calculators, etc. etc.
region viii marketing brief32
Region VIII Marketing Brief

The “30 second commercial”

Recommendation

  • For one-on-one marketing
  • Cost = 0
  • Region to provide a sample script
  • Chapters to advocate as appropriate
  • See sample “B” (attached)
region viii marketing brief33
Region VIII Marketing Brief

WIIFM

Recommendation:

  • Region prepare a “What’s In It For Me?” document
  • Each Chapter can tailor to its needs
  • Include in web site, newsletters, promotional mailings, etc.
  • Targeted at existing members, future members
  • See sample “C” (attached)
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Region VIII Marketing Brief

APICS Re-Branding Tool Kit

Recommendation

  • Region to develop a checklist to assist Chapters
  • Chapters must execute as quickly as time allows
region viii marketing brief35
Region VIII Marketing Brief

APICS Re-Branding Checklist (sample)

region viii marketing brief36
Region VIII Marketing Brief

The Dirty Dozen Deliverables

region viii marketing brief37
Region VIII Marketing Brief

The Dirty Dozen Deliverables

region viii marketing brief38
Region VIII Marketing Brief

The Dirty Dozen Deliverables

region viii marketing brief40
Region VIII Marketing Brief

We need to have…

All of our ducks in a row…

region viii marketing brief41
Region VIII Marketing Brief

Be ready to Execute!

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