proving the value of

outsourcing

Introducing Outsourcing WorksOutsourcing Works is the biggest, collective movement the UK outsourcing industry has undertaken to date. Together we are set to educate the entirebusiness community about the benefits of outsourcing-through academic research and real life examples, we will prove that outsourcing really works.

This prospectus has been produced in order to fully explain the movement, its objectives and why and how you should get involved.

The MissionOutsourcing Works is a detailed and complete industry campaignwith the following objectives:

• To prove and promote the value of outsourcing

• To promote the benefits of outsourcing

• To share outsourcing best practice and case studies

• To enhance the reputation of outsourcing

• To grow the outsourcing industry

• To support outsourcing service providers

• To recognise outsourcing success

• To reassure potential end users

• To develop talent in outsourcing

• To attract talent to work in the outsourcing industry

• To further establish outsourcing as a professional profession

proving the value of outsourcing

Why now?The outsourcing industry is now matureand according to research from OxfordEconomics, the second largest contributorto UK GDP (second only to the UK’sfinancial services industry). Despite this,outsourcing as an industry is facing majorchallenges:

• This movement coincides with the NOA’s 25th anniversary. We know outsourcing works and now is the time to prove it.

• Although there is much mention of outsourcing in the UK media, there is little supporting information about the value outsourcing delivers

• The public sector is about to embark on increasing numbers and ever larger outsourcings in order to reduce the budget deficit. The UK public is likely to perceive outsourcing negatively in terms of job cuts, rather than positively in terms of savings and reinvestment and as such, need to be educated on the reality and the benefits

• President Obama is introducing Bills which restrict outsourcing. We cannot afford similar negative sentiment to rise in the UK

• We are facing a potential double-dip recession. Outsourcing can really help businesses improve services, drive efficiencies and focus on core competencies. We need to better communicate this, and prove this, to encourage more growth

• The UK is facing a skills crisis and outsourcing is currently not viewed as achoice profession. We need to attract talent into the outsourcing industry and promote clear career progression

Who's behind it?Outsourcing Works is an initiative being managed by The OUT Group, the NOA’s commercial arm, in direct association with the NOA. TheNOA’s key partners: Buffalo Communications, sourcingfocus.com and NOA Pathway are all actively supporting and promoting themovement. The NOA and Buffalo are both investing funds in this movement to become founding members.

What’s involved?The cornerstone of the campaign is fresh and credible researchwhich proves the value of outsourcing. The research will becommissioned following consultation with all members ofOutsourcing Works and will be undertaken by a leading researchhouse or business school. A full research report will be available forall members to use in their own marketing activities. A significantPR programme will be run on the research results and a partnershipprogramme established to maximise reach with other trade bodies.

We aim to publish the research alongside additional content andcase studies in a sponsored supplement in The Financial Times.Again, all members will have visibility, receive copies and have rightsto re-print this supplement.

Outsourcing Works will have an on-going PR programme,constantly reinforcing the value of outsourcing, including:• Announcing the movement and founding members• Constant updates including new members• Results achieved by the campaign• Tailored PR programmes across the vertical sectors, such as

Outsourcing Works in Retail• Tailored PR programmes across the horizontal sectors, such as

Outsourcing Works in HRO• A series of case studies published in partnering titles

A series of events will run (the number and size will be dependenton the revenue achieved) in addition to the normal NOA eventscalendar. These will focus on specific verticals and horizontals, aswell as targeted at specific levels in outsourcing. To serve asexamples: • A seminar on Outsourcing Works in the Public Sector• A masterclass on Outsourcing Works in KPO• A show and tell among end users followed by networking drinks

We are aiming for a significant Outsourcing Works Symposium,where all members will have a stand, but this will only be feasible ifwe can secure strong industry commitment.

All activities will be underpinned by a strong direct marketing andsocial media campaign spanning our database of over 18,000industry contacts.

To drive this initiative for the good of the industry we are seekingfunding from the outsourcing community – effectively“crowdsourcing”. We are aiming to raise a significant sum whichwill enable us to implement a high profile campaign. Of course, thedetails of the campaign will vary depending on the level of revenuewe raise.

proving the value of outsourcing

In association with

Research projectPhase 1

25KActivities 50K 100K 200K

Research projectPhase 2

FT Supplement

Case studies &OutsourcingWorks in events

Symposium

1m

25K 50K 100K 200K 1m

PR programme

Partnership programme

Social media programme

Advertising on sourcingfocus.com and NOA websites

Direct marketing programme

Case study development and promotion

Activities to proceed at all levels of finance

How much will this cost?We are seeking a one-off investment from each member of £5,000 + VAT for thiscampaign.

Companies that want to get more involved in this campaign can of course invest morerevenues in return for additional profiling opportunities.

What's in it for me?All members of the movement are guaranteed to receive a marketing package that isworth more than their investment. Regardless of amount raised, founding memberswill get:• Use of Member of Outsourcing Works logo (or Founding Member logo)• Brand visibility on the following platforms: NOA website, sourcingfocus.com,

Outsource Magazine and outsourcemagazine.co.uk, www.outsourcingworks.com, Outsourcing Yearbook

• Association and inclusion in the entire PR programme – with opportunities to submitcase studies and opinion pieces in the Outsourcing Works supplement eBooks

In addition, we aim to deliver:• Input into the research project and then use of and visibility in the research report• Brand visibility in the FT supplement

Only members of the Outsourcing Works movement will be invited to chair events,participate in panels and submit articles and case studies.

Full reporting will be provided to all members ensuring complete transparency of spend.

Get out clauseDue to the crowdsourcing nature of this campaign, where we cannot immediately commit to theexact details of the programme, we will give full refunds to founding members if the campaigndoes not get the necessary support to buy the Phase 1 research. We do not envisage this, butwant to ensure peace of mind.

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PR programme

Partnership programme

Social media programme

Advertising on sourcingfocus.com and NOA websites

Direct marketing programme

Case study development and promotion

proving the value of outsourcing

What are the timescales?We are already speaking to NOA members who we are inviting to befounding members. The movement will be announced in early March, withthe aim of commissioning the research (following input) in late March, Weplan to announce at least preliminary findings at the NOA’s 25th Anniversaryand Conference at the end of June.

The following timetable serves as an indication of proposed activity

proving the value of outsourcing

How's this different from other NOA activities?The Outsourcing Works campaign is a year long (minimum) programme that is over and above all NOA base level activities.

The NOA receives annual revenues through membership subscriptions and reinvests this money in a range of services, to include:

• Membership services• Marketing – to include all direct marketing, social media and

websites. This year we will be launching a new website which will double-up as an information portal

• Events. In 2011 we held 40+ events, ranging from steering committees through masterclasses to seminars – all free of charge for members to attend

• Information – publishing best practice guides and research• PR profile – the NOA secured comment in excess of 200

articles in target press in 2011• The All Party Group in Westminster to inform Government• Growing our subscriber base to ensure broad industry

representation, and engage honorary end users• Developing accredited qualifications

We understand sharing information, networking and bestpractice are critical for all ourmembers and as such proposeincreasing the volume/quality ofthese services rather thanreducing them.

As such we plan to run theOutsourcing Works campaign asan additional focusedprogramme, although we willclearly integrate activities andcontent for best effect.

Final CommentWe, as workers within it, all knowoutsourcing to be a dynamic and variedprofession, which touches all aspects ofbusiness life. However, it is largely theunsung hero. And rather than entering aperiod where we can show our trueworth, we are likely to enter a difficulttime, and our industry could fall intodisrepute.

At the NOA we believe the time is right tocome out and stand up for our industryand really show its value.

Now we can all do this in isolation, butwe all know that has minimal impact, assuch we believe coming together andpooling our strengths and ideas will havesignificantly more impact and could reallychange the perception of outsourcingamong Government, buyers, press andemployees, as well as the public. This inturn will deliver growth and stability tothe sector.

Of course, you can sit back and let therest of the industry pay for the researchand the campaign, and still benefit fromit yourself. We however cannot afford fortoo many companies to leave it to theirpeers. With guaranteed deliverables foryour £5,000 investment, the benefits forthe greater good of the industry and thepositive PR you will be getting forsupporting your industry, we hope thedecision is a simple one.

For more information, please contact:

Kerry Hallard / Natalie MilsomThe OUT Group0044 (0)207 292 8680admin@noa.co.uk

defining and refining techniques

proving the valueof outsourcing

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