APICS Marketing Overview

APICS Marketing Overview

Jennifer DanielsVice President, [email protected]

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


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


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


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


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)

{ 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!


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!


APICS-SCC Web Page


“Advance” Campaign - Ads


“Advance” Booth and Banner Stands


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”


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!


Marketing Events: APICS 2014Promoting conference via direct mail, email, social and telemarketing...


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...


Marketing Membership: Newsletter RedesignA redesign of the benefits email newsletter resulted in 5% higher open rate and a 30% increase in clicks!


Thought Leadership: Research & Publications


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.


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


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


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.


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


Selected Vendor – www.starchapter.com


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 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


Current and Recently Approved Templates

10 Great Resources for Chapters

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


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


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


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.


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!


Website Tools on C-Box


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 [email protected]!

Art Files are Available


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)

http://www.apics.org/join

http://www.apics.org/events

http://www.apics.org/careers

http://www.apics.org/certification

http://www.apics.org/publications

http://www.apics.org/research


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]

http://www.apics.org/careers

http://www.apics.org/events

http://www.apics.org/certification

http://www.apics.org/join

http://www.apics.org/research


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:


Quick Guide to Color and Font Standards


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


Customize the PDF Brochures


Standards Guide


Everything You Need to Know…


Business Cards & Stationery


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 [email protected] 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.

mailto:[email protected]

http://apics.org/partnerprinting


APICS Learn It – Share It Today!

Works on smart phones.


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 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!

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


Marketing Questions?

[email protected]

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

Documents

APICS Marketing Overview