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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 - PowerPoint PPT Presentation
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APICS Marketing Overview
Jennifer DanielsVice President, Marketingjdaniels@apics.org
Great Lakes District Meeting
2 © APICS Confidential and Proprietary
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
3 © APICS Confidential and Proprietary
Marketing: Outside In
“Marketing is not a function, it is the whole business seen from the customer’s point of view.”
~ Peter F. Drucker
4 © APICS Confidential and Proprietary 4
Marketing: Inside Out
“Marketing is about selling more, to more people, more oftenat higher prices.”
5 © APICS Confidential and Proprietary 5
Formula for Success: Extreme Focus on What Matters Most
Build the Brand Accelerate the Sales Cycle
6 © APICS Confidential and Proprietary
2014 Marketing Goals & StrategiesGoals StrategiesElevate marketing team performance Organize and staff marketing function
to increase alignment with business goals and improve accountability, reporting and engagement
Build the brand; increase awareness Initiate PR and advertising program to position APICS as a leading voice in the supply chain and ops mgmt. realm
Execute marketing plans that support product plans; accelerate sales cycles, generate leads and measure results
Undertake integrated marketing planning/execution process with product managers and Holmes
Initiate B2B/channel marketing program
Increase capacity and focus on B2B/channels with new hire
Sponsor/support successful projects Apply PMO best practices
Continuously improve; become proactive vs. reactive in marketing approach; communicate results
Use analytics to measure and fine-tune programs; collaborate and communicate effectively across the organization
7 © APICS Confidential and Proprietary
Plan Snapshot
Shared Services
Advertising
Public Relations
Inbound Marketing
Thought Leadership
Outbound Marketing
Brand Mgmt.
Creative & Digital Operations
Mixed-media awareness campaigns
Media & Influencer Programs
SEO, Social, Blogs
Publications, Research, Events
LOB/Channel Lead/Sale Generation
Positioning
Planks What it is
8 © APICS Confidential and Proprietary
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.
9 © APICS Confidential and Proprietary
Public Relations: Meet INK (www.ink-pr.com)
{ 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
Hired agency that we’re really excited about on February 15!
10 © APICS Confidential and Proprietary
Early Results: APICS-SCC MergerMEDIA 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!
11 © APICS Confidential and Proprietary
APICS-SCC Web Page
12 © APICS Confidential and Proprietary
“Advance” Campaign - Ads
13 © APICS Confidential and Proprietary
“Advance” Booth and Banner Stands
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Social StrategyToday Rock solid foundation for
engagement Good baseline activityMoving 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”
15 © APICS Confidential and Proprietary
Marketing Events: BOTB ConferenceThe 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!
16 © APICS Confidential and Proprietary
Marketing Events: APICS 2014Promoting conference via direct mail, email, social and telemarketing...
17 © APICS Confidential and Proprietary
Registration is Open!
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!
New and Notable...
18 © APICS Confidential and Proprietary
Marketing Membership: Newsletter RedesignA redesign of the benefits email newsletter resulted in 5% higher open rate and a 30% increase in clicks!
19 © APICS Confidential and Proprietary
Thought Leadership: Research & Publications
20 © APICS Confidential and Proprietary
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.
21 © APICS Confidential and Proprietary
2013 CPIM Demo Leads
Janua
ry
Februa
ryMarc
hAp
ril May June July
Augu
st
Septem
ber
October
Novem
ber
December
0200400600800
100012001400160018002000
Monthly Page Views vs. Entries – Consistent throughout year
Monthly Page ViewsEntries
January February March April May June July AugustSeptemb
er OctoberNovemb
erDecemb
erMonthly Page Views 1756 1488 1487 1439 1304 1396 1554 1657 1477 1804 1504 1316Entries 330 274 255 288 249 284 282 293 264 298 261 214Conversion Rate 18.80% 18.40% 17.10% 20.00% 19.10% 20.30% 18.10% 17.70% 17.90% 16.50% 17.40% 16.30%Avg Time Spent 0:06:31 0:04:39 0:04:07 0:03:32 0:08:07 0:04:07 0:04:07 0:03:22 0:04:29 0:06:04 0:03:08 0:03:23
22 © APICS Confidential and Proprietary
2014 CPIM Demo Leads
0
500
1000
1500
2000
2500Monthly Page Views vs. Entries – slow start,
strong recovery
Monthly Page ViewsEntries
January February March AprilMonthly Page Views 790 605 1658 2023Entries 129 102 352 422Conversion Rate 16.30% 16.90% 21.20% 20.90%Avg Time Spent 0:03:38 0:08:28 0:05:31 0:07:43
23 © APICS Confidential and Proprietary
2014 APICS CSCP Free Webinars & Promo
1. 3.20.14 Why CSCP is Critical to Supply Chain Success590 registrants, 50% attendance, 6 sales
2. 5.20.14 (Feel free to promote!)How to study for the exam1,200 registrants as of 5.15.14
3. 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!
3-part webinar series promoting CSCP
District Website Project
We’re working with the Districtsto make their websites better.
25 © APICS Confidential and Proprietary
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
26 © APICS Confidential and Proprietary
Selected Vendor – www.starchapter.com
27 © APICS Confidential and Proprietary
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
28 © APICS Confidential and Proprietary
District Site Rollout1. Review/approve template 2. Select website “point people” (send names to
Henri)3. Fill out Project Kick-Off worksheet (Lou to review)4. Set up kick-off meeting with StarChapter
(checkpoint) – Identify functionality– Discuss image selection– Note: You can expect support from Lou and marketing team
5. Review/update content while StarChapter configures site
6. StarChapter transfers content from your old to new site
7. Review (checkpoint) and launch
29 © APICS Confidential and Proprietary
Current and Recently Approved Templates
10 Great Resources for Chapters
Use these to market your chapter and improve your members’ experience!
31 © APICS Confidential and Proprietary
TopicsGenerate leads, accelerate sales cycle, promote education & certification1. Proven to get business! Partner & Event Finder2. Generate leads! Follow up on CSCP Demo downloads3. Give them a taste of APICS! Seminar Series4. Make your website work for you! Website tools on C-Box5. Follow up made easy! Personalize the brochuresBuild the APICS brand, community & member experience6. Build the APICS brand! Standards Guides7. Put your best foot forward! Business cards8. Leverage our app! APICS LearnIt9. Making it easy! PDM presentations10. Build your farm team! Free Student Membership
32 © APICS Confidential and Proprietary
Partner & Event Finder
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
Proven Source of Business
33 © APICS Confidential and Proprietary
CSCP & CPIM Lead Emails
Send email
Attach materials
Suggest classes or phone call to learn more
Follow Up!
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.
34 © APICS Confidential and Proprietary
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!
35 © APICS Confidential and Proprietary
Website Tools on C-Box
36 © APICS Confidential and Proprietary
Ideas for Chapter Websites
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, buttonsDon’t be shy—email us at mktadmin@apics.org!
Art Files are Available
37 © APICS Confidential and Proprietary
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
Sizes
125x125 px (small, square)
38 © APICS Confidential and Proprietary
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/certification 9 & 10: www.apics.org/join [or your page]11 & 12: www.apics.org/research [or your links]
39 © APICS Confidential and Proprietary
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:
40 © APICS Confidential and Proprietary
Quick Guide to Color and Font Standards
41 © APICS Confidential and Proprietary
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
42 © APICS Confidential and Proprietary
Customize the PDF Brochures
43 © APICS Confidential and Proprietary
Standards Guide
44 © APICS Confidential and Proprietary
Everything You Need to Know…
45 © APICS Confidential and Proprietary
Business Cards & Stationery
46 © APICS Confidential and Proprietary
Ordering Business CardsA 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.
47 © APICS Confidential and Proprietary
APICS Learn It – Share It Today!
Works on smart phones.
48 © APICS Confidential and Proprietary
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.
49 © APICS Confidential and Proprietary
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
50 © APICS Confidential and Proprietary
Remember to Visit C-Box!
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.
C-Box Audit
51 © APICS Confidential and Proprietary
Marketing Questions?
mktadmin@apics.org
THANK YOU for listening.The Marketing Team is looking forward to working with you to build the APICS brand.
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