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APICS Marketing Overview. Great Lakes District Meeting. Jennifer Daniels Vice President, Marketing jdaniels@apics.org. Agenda: Two-part Presentation. Corporate Marketing Update Marketing: What it is and how we succeed Goals & strategies Plan s napshot

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apics marketing overview

APICS Marketing Overview

Great Lakes District Meeting

Jennifer DanielsVice President, Marketingjdaniels@apics.org

agenda two part presentation
Agenda: Two-part Presentation
  • Corporate Marketing Update
    • Marketing: What it is and how we succeed
    • Goals & strategies
    • Plan snapshot
    • What’s new in 2014: Media buy, PR agency, “Advance” campaign, Social strategy, Events, Membership, Research & publications, Lead generation
    • District website pilot project
  • 10 Great Resources for Chapters
    • Generate leads, accelerate sales cycle, promote education & certification
    • Build the APICS brand, community & member experience
  • Q & A
slide3

Marketing: Outside In

“Marketing is not a function, it is the whole business seen from the customer’s point of view.”

~ Peter F. Drucker

slide4

Marketing: Inside Out

“Marketing is about

selling more, to more people,

more oftenat higher prices.”

4

formula for success extreme focus on what matters most
Formula for Success: Extreme Focus on What Matters Most

Build the Brand

Accelerate the Sales Cycle

5

plan snapshot
Plan Snapshot

Planks

What it is

Brand Mgmt.

Positioning

Advertising

Mixed-media awareness campaigns

Public Relations

Media & Influencer Programs

Inbound Marketing

SEO, Social, Blogs

Thought Leadership

Publications, Research, Events

Outbound Marketing

LOB/Channel Lead/Sale Generation

Shared Services

Creative & Digital Operations

advertising scmr media buy
Advertising: SCMR Media Buy
  • Conducted online test campaigns in December & January in SCMR, SCB & SCD
  • Selected SCMR based on performance and subscribers
  • Negotiated mixed-media package:
    • 3rd party emails
    • Newsletter ads
    • Banner ads
    • Print
  • Measuring awareness at start of program and at year end
  • Building editorial relationship with SCMR, too.
public relations meet ink www ink pr com
Public Relations: Meet INK (www.ink-pr.com)

Hired agency that we’re really excited about on February 15!

{ INK =PR+Brand+Social}

  • Conducted RFP process in Q4 after budget was approved
  • Selected INK based on their track record, social acumen and smarts
  • Initial projects: Media list & plan, social plan, “stock the rolodex” pitching, and Supply Chain Council media support
early results apics scc merger
Early Results: APICS-SCC Merger

MEDIA

COVERAGE: 12 unique articles on the announcement, including pieces in target publications, and 7 one-on-one interviews with CEO

MENTIONS & PICKUP: Over 15 reprints or intros with links in solid news sources (Bloomberg, YAHOO!) and nearly 1800 wire views.

ANALYSTS: Gartner subscriber post, meeting scheduled with Forrester

SOCIAL

TWITTER: 63,000 impressions

LinkedIn: 12,000 impressions

Facebook: 6,000 impressions

We’re pushing 100,000 social media impressions from a single piece of news!

What can you do to spread the word? Use your local and personal handles to like, retweet and share APICS news!

social strategy
Social Strategy

Today

  • Rock solid foundation for engagement
  • Good baseline activity

Moving Forward

  • Engage in dialogue; become more personal
  • Promote feedback and evangelize benefits of APICS
  • Educate by sharing freely to garner a dedicated audience eager to learn what we have to say

Messaging Theme

  • “Advance”
marketing events botb conference
Marketing Events: BOTB Conference

The Best of the Best S&OP is in your backyard!

June 12-13 in Chicago

Expecting 200+ participants

Proven program

Strong keynote

Supports S&OP certificate program

Tell everyone!

marketing events apics 2014
Marketing Events: APICS 2014

Promoting conference via direct mail, email, social and telemarketing...

registration is open
Registration is Open!

New and Notable...

Cool keynote speakers

“New and improved” learning paths with great content

Fun facility tours, including Tabasco and Zatarain’s (Sign up ASAP for these!)

Download the app – it’s back!

Register now for best price!

Chapters: Don’t forget to participate in the contest for your change to win a free conference registration!

marketing membership newsletter redesign
Marketing Membership: Newsletter Redesign

A redesign of the benefits email newsletter resulted in 5% higher open rate and a 30% increase in clicks!

lead generation cscp courseware
Lead Generation: CSCP Courseware

Strong Q4 and Q1 Results -- meeting our target so far!

Constantly tweaking our Google AdWords campaigns to optimize our spend and maximize lead generation.

2014 apics cscp free webinars promo
2014 APICS CSCP Free Webinars & Promo

3-part webinar series promoting CSCP

3.20.14 Why CSCP is Critical to Supply Chain Success590 registrants, 50% attendance, 6 sales

5.20.14 (Feel free to promote!)How to study for the exam1,200 registrants as of 5.15.14

7.20.14Taking the examLook for details on apics.org

Promotion: Registrants qualify for a $50 discount on their Learning System purchase.

The interest tells us that people are hungry for this information!

district website project

District Website Project

We’re working with the Districtsto make their websites better.

project drivers
Project Drivers
  • Many chapters have requested website guidance and support
  • Desire to present a unified, “on brand” experience across APICS sites
  • Complex issue
    • 150+ sites
    • Various capabilities and levels of sophistication
    • Different imagery and degrees of brand compliance
    • Various platforms and content management systems
    • Range of chapter investments and payment schemes
    • Many vendor contracts
  • Website guidelines are available for districts and chapters, but as volunteer organizations, there is a need for vetted solutions, easy-to-update systems and more technical support at a reasonable cost
project phases and steps
Project Phases and Steps
  • Phase One: Move district sites to StarChapter platform
    • Audit and document current district site functionality - Done
    • Create working group to define desired functionality - Done
    • Select one district “beta” site - Done
    • Work with APICS marketing and StarChapter to define design - Done
    • Work with APICS IT to define technology requirements - Done
    • Present site design to Steering Committee for review/approval - Done
    • After beta, define rollout plan for remaining district sites – Ready; in process
    • Go/no go recommendation for chapter sites
  • Phase Two: Chapter rollout (assuming successful experience)
    • Audit chapter site functionality
    • Create a working group to define functionality and implementation plan
    • Select one chapter “beta” site
    • Work with APICS marketing and IT teams to define design/tech requirements
    • Begin implementation
district site rollout
District Site Rollout

Review/approve template

Select website “point people” (send names to Henri)

Fill out Project Kick-Off worksheet (Lou to review)

Set up kick-off meeting with StarChapter (checkpoint)

  • Identify functionality
  • Discuss image selection
  • Note: You can expect support from Lou and marketing team

Review/update content while StarChapter configures site

StarChapter transfers content from your old to new site

Review (checkpoint) and launch

10 great resources for chapters

10 Great Resources for Chapters

Use these to market your chapter and improve your members’ experience!

topics
Topics

Generate leads, accelerate sales cycle, promote education & certification

  • Proven to get business! Partner & Event Finder
  • Generate leads! Follow up on CSCP Demo downloads
  • Give them a taste of APICS! Seminar Series
  • Make your website work for you! Website tools on C-Box
  • Follow up made easy! Personalize the brochures

Build the APICS brand, community & member experience

  • Build the APICS brand! Standards Guides
  • Put your best foot forward! Business cards
  • Leverage our app! APICS LearnIt
  • Making it easy! PDM presentations
  • Build your farm team! Free Student Membership
partner event finder
Partner & Event Finder

Proven Source of Business

  • Your customers are here!!!
  • Most popular page on apics.org
  • APICS Google AdWords campaigns drive people to this page
  • If you don’t know how to update, ask your DFA
cscp cpim lead emails
CSCP & CPIM Lead Emails

Follow Up!

  • Send email
  • Attach materials
  • Suggest classes or phone call to learn more

These people are looking for us – they responded to a direct mail piece, an email, or went looking for what we have to offer on the Internet.

seminars
Seminars

Volunteer to host seminars that help people obtain education certificates or simply learn how to do their jobs better. About 15 seminars were held in Q1.

  • Supply Chain Risk Management (education certificate program)
  • Principles of S&OP (New! education certificate program)
  • Principle & Practices of MRP

These are fairly easy to implement and corporate marketing supports these programs with email, flyers and website postings. They are a small commitment and great marketing tool.

Note: The Chicago Chapter is hosting an S&OP seminar in August!

ideas for chapter websites
Ideas for Chapter Websites

Art Files are Available

If you see something you like, request the illustrator file

JPG and PNG files are also available for certain elements

APICS will help with your logo and masthead

Aren’t sure what’s on brand? Please contact us if unsure about images, fonts, buttons

Don’t be shy—email us at mktadmin@apics.org!

buttons link to apics site or your pages
Buttons: Link to APICS site or Your Pages

APICS Vanity URLs [shortcuts]1 & 2: www.apics.org/join3 & 4: www.apics.org/events5 & 6: www.apics.org/careers7 & 8: www.apics.org/certification9 & 10: www.apics.org/publications11 & 12: www.apics.org/research

Sizes125x125 px (small, square)

buttons highlight links to information
Buttons: Highlight Links to Information

APICS Universal Buttons1 & 2: URL for your Event/Demo3 & 4: www.apics.org/careers [or your workshop/sessions/etc]5 & 6: www.apics.org/events [or your event]7 & 8: www.apics.org/certification9 & 10: www.apics.org/join [or your page]11 & 12: www.apics.org/research [or your links]

apics social media your site
APICS Social Media: Your Site

Replace Your Logos with your Chapter logo, or the APICS “A”

Avoid the “out-of-the-box” logos

Update your social media sites name to match your Chapter’s name

Use these social media icons when linking from your site:

don t miss these goodies on c box
Don’t Miss These Goodies on C-BOX!

Located here: Marketing and Sales > Marketing Resources > Branding Guidelines

Featuring the APICS favicon, Chapter Letterhead, Identity Digital Style Guide, Manual and Style Guide and more!

Check out: APICS Quick Guide to Color and Font Standards, APICS “A” for Social Media, and Video Embedding Instructions

ordering business cards
Ordering Business Cards

A new online business card portal is now available. Simply login at the link below, enter your contact information, and order your APICS chapter business cards. The cards will be shipped directly to you within 5 business days. A box of 250 cards is $42.00. Please contact your district field associate at chaprel@apics.org to receive your login information and then access the website through this link: apics.org/partnerprinting.

This is only one option. The business card files may also be provided to your favorite printer. The blue backs are optional—a plain white back is just fine.

All of this information and the business card files for printers (which you will not be able to open) are on C-Box.

pdms packaged for you
PDMs Packaged for You!

New! Two PDMs are available now on C-Box:

  • S&OP
  • Risk Management

These programs include a PowerPoint presentation that a subject matter expert or instructor can easily use to present a great PDM that will build credits for the education certificate programs. Takeaways and marketing materials are also available. Participants earn one hour toward educational certificates.

Plan to use these materials for a 2014 PDM.

free student membership
Free Student Membership
  • In effect now -- Get ready to promote in Fall
  • Look for communications about portal that will allow professors to upload class lists—will launch soon
  • What’s great about free student membership:
    • Removes barriers
    • Professors can use materials in classrooms
  • Coming soon: more resources for students
    • Student webinar series (already underway)
    • E-mentors
    • Other cool stuff
remember to visit c box
Remember to Visit C-Box!

C-Box Audit

We’re reviewing all the materials on C-Box now.

Please let us know if there’s something you’d like us to add or subtract.

marketing questions
Marketing Questions?

mktadmin@apics.org

slide52

THANK YOU for listening.The Marketing Team is looking forward to working with you to build the APICS brand.