jumpstart your marketing: new tools and ideas to advance your chapter jennifer daniels, apics vice...

Jumpstart Your Marketing: New Tools and Ideas toAdvance your Chapter

Jennifer Daniels, APICS Vice President, MarketingJanuary 23, 2015

APICS PacWest District Meeting

2 © APICS Confidential and Proprietary

Contents New Marketing Tools Expand your Marketing Toolkit

– New Partner Enablement Toolkit– APICS overview video and brochure– Marketing content catalog– Library of case studies and video testimonials

Building a Marketing Plan – The key questions– Keeping it simple: Sample overview plan– The “Year of the Website”

Market Segmentation Strategies to Increase Impact– What is it and why does it work?– Segmentation examples


Contents, cont’d Getting Social @APICS

– Your social media strategy– You vs. APICS vs. Your Chapter– LinkedIn and Twitter tutorial

Corporate Advertising & PR Activities (that you can leverage)

― Advertising, PR and social campaigns― APICS Blog

Looking Ahead to 2016

Announced at APICS2015, these goodies are launched and ready now!

New Marketing Tools


Partner Enablement Toolkit

Find it on C-Box!

Highlights include:

Marketing Content Catalog and image bank

New The APICS Standard: Raising the Bar video

New The APICS Standard brochure

Certification/endorsement comparison charts

Turn-key Marketing Solutions

http://www.apics.org/sites/cbox/marketing/marketing-and-sales/marketing-tool-kits/partner-enablement-toolkit/


New APICS Video – Post it, Share it, Inspire!

Sure to inspire. brings perspective and prominence to how supply chains impact the world

Watch it. The video can be viewed on YouTube, or via the video file on C-Box.

Post it. Find instructions on C-Box on how to embed this video on your chapter website.

Share it. This is wonderful, engaging content for social media or email campaigns!

The APICS Standard: Raising the Bar

https://youtu.be/OFzPOsFfvh0?list=UUHPUI01Vc8dvDECTjbyrZwA




New APICS Brochure

Provides an overview of APICS

Customize the back cover with your logo and unique message

Digital PDF format for email Print via an online order

portal

Global Printing portal is now live. For an overview and how-to tutorial, reference the November Leadership Central.

APICS Sets the Standard

http://www.apics.org/sites/cbox/marketing/marketing-and-sales/marketing-resources/leadership-central---landing/2015/11/25/leadership-central---november-2015


More APICS Case Studies and VideosDemonstrate the value and impact that APICS education, training and certification programs bring to supply chain organizations.Ingersoll Rand (case study, video)

GE Oil & Gas (case study, video)

Intel (SCMR article)

ExpressPoint (First SCOR case study)

BASF (SCMR and APICS articles, video)

McCormick & Co. (First APICS + SCOR case study!)

http://www.apics.org/about/apics-for-businesses/customer-profiles/customer-profile-ingersoll-rand

http://www.apics.org/about/apics-for-businesses/customer-profiles/customer-profile-ingersoll-rand

http://www.apics.org/about/apics-for-businesses/customer-profiles/customer-profile-ge-oil-gas/

http://www.apics.org/about/apics-for-businesses/customer-profiles/customer-profile-ge-oil-gas/

http://www.apics.org/about/apics-for-businesses/customer-profiles/customer-profile-intel

http://www.apics.org/about/apics-for-businesses/customer-stories/customer-profile-expresspoint

http://www.apics.org/about/apics-for-businesses/customer-stories/customer-profile-basf/

http://www.apics.org/about/apics-for-businesses/customer-stories/customer-profile-basf/

http://www.apics.org/about/apics-for-business/customer-stories/customer-profile-mccormick


Marketing Content Catalog

Comprehensive collection of written and graphic content to guide partners in developing any marketing materials.

Content application examples: Website copy and imagery Sell sheets Presentations Campaigns Blogs Events And more!Find it in the Partner Enablement Toolkit on C-Box.

Need content? Look no further.



APICS Chapter Website ProgramStarChapter offering templated websites for APICS chapters Complete package Freedom within a on-brand

framework

Program benefits Discounted pricing Content and image feeds Data Exchange Proven easy-to-use system For new and existing StarChapter

customers

Worth mentioning Not mandatory 47 Chapters participating

Building a Marketing Plan

Align with Chapter goalsfor the greatest impact.


Marketing Plans are Awesome

1.Who do we want to be? (vision/mission)2.What’s going on in our market? (UVP/CTA)3.Who are we talking to? (personas)4.What are our goals? (business objectives)5.How will we reach them? (strategy)6.What do we need to do to make it happen?

(tactics)7.How will we know it worked? (metrics)8.When will we do it? (calendar) 9.How much investment is required? (budget)

Before you build a plan, you need to answer some key questions.


What do you want to be and do?

The place to be for supply chain professionals in [town/city], where members come to learn, network and grow

The best local resource for supply chain, operations and logistics education and certification programs

The launching pad for future supply chain leaders that nurtures students and young professionals

Achieve “platinum” chapter status for first timeThis statement should provide focus for your year – or several years - and plan.

Most of you already have formal statements, think of this as a shortcut. Here are some ideas…


Market Scan

Do you have competitors?– Local training companies, clubs/societies that vie for

members or training budgets? (This is important because you want to sell against them, position against them, and offer distinct programming; or you may want to collaborate)

– Look at their websites, offerings, marketing, etc. How can yours be different and better?

Market conditions are important– New businesses, growing industries, “meccas”– Stagnant situations, uncertainty, etc. can all help

positioning Understanding your market and how you can help

will make your marketing better

Consider doing a competitive review and a general assessment of local market conditions.


Sample Persona: Supply Chain CharlesBackground SVP, VP or director responsible for supply

chain Part of supply chain organization in

growing number of companies or procurement, logistics/operations or even sales for remainder

Most often part of a centralized function but sometimes decentralized with alignment to particular business unit

Demographics Male Mid-40s+ College degree, may have graduate

degree

Identifiers APICS member (at one time) Industry veteran who is present and/or

participates at industry conferences


Persona Hypothesis: Supply Chain CharlesGoals Deliver a higher ROI for supply chain

investments Improve the delivery of goods

through the supply chain Improve efficiencies throughout the

supply chain

Challenges Risk management: How do I minimize the

disruption in my supply chain? Delivery performance: How can we

improve the reliability of our deliver schedules?

Reduce costs: How can we identify and capitalize on cost savings opportunities?

Optimize resources: How do I make the best use of my talent, budget and technology

How we help Provide benchmarks to assist with

identifying performance improvement opportunities

Training


Persona Hypothesis: Supply Chain CharlesCommon Objections How do we prove an ROI? Introducing a new management

approach for our supply chain will be too time consuming and require too much investment in resources

Marketing Messaging APICS SCC will give you the

benchmarking data and market-tested management models needed to drive the performance of your supply chain

And then we can train your people One solution

Pitch Benchmark your performance against

your industry peers Identify and prioritize a portfolio of

projects Combine SCOR and APICS training for

proven results


Business/Chapters Goals

1. No more than 4 goals (and one should be easy)2. They should be SMART and clear3. They should support your vision and mission4. They should get you energized and thinking about

how you can reach them5. Sample goals:

– Hold first – or additional - CSCP class– Grow membership x%– Increase member engagement in PDMs

You may already have goals and objectives, but if you don’t here are some things to consider

19 © APICS Confidential and Proprietary19

Vision: To be the premier provider of SC, OM & Logistics education programs for individuals looking to advance their careers and organizations seeking to elevate performance . Seeking to

Business and Marketing Objectives

Fine-tune lead generation campaigns by incorporating

analytics

Promote new CPIM Self-Study Kit and APICS Online

Highlight value props of courseware

Raise awareness of newly updated CSCP courseware

and NEW CLTD

Marketing Strategies

Marketing Tactics

Achieve CSCP courseware leads of 500 per month

Achieve $XX CSCP courseware individual channel sales

Achieve CPIM leads of 350 per month

Build CLTD demo lead program and baseline lead generation

Marketing Metrics

Support CPIM courseware sales goal $XX MM

Support CSCP LS courseware sales goal

$XX MM

Maintain & growAPICS PD programs’ globally competitive

reputation

Support CLTD courseware launch & sales of $XX M

Web Collateral Email Testimonials Google AdWords

PR/Ads Direct MailSocial Campaigns

Sample: Marketing APICS Courseware


APICS for BusinessBecome the relationship of choice and trusted partner for global supply chain leaders and their organizations. Affiliates benefit from industry best practices

with unmatched global benchmarking and frameworks to deliver impact throughout their organization’s supply chain—from cost reduction and

improving delivery to employing the latest innovations and developing talent. Business & Marketing Objectives

Launch lead generation program targeted at key SIC

and engage/deploy client success story packages

Develop sales support toolkits & integrated

marketing program to reinforce capabilities &

affiliate successes

Establish APICS for Business & SCOR as the global standard

for supply chain benchmarking, best practice frameworks &

processes, talent development

Establish key platforms to demonstrate value and thought leadership through integrated marketing programs and PR

Marketing Strategies

Marketing TacticsSales Support Digital/Social Direct Mktg: Email Events

Marketing Metrics

GROWSupport

affiliate/sponsor growth and retention within

corporate, public sector and academic

segments

PROMOTE

Increase awareness and differentiate APICS for

Business through affiliation

LAUNCH

Introduce APICS for Business value, in

addition to value-add programs

RETAIN/GIVE BACKBe the supply chain expert of choice by

delivering value, guidance & insights to

affiliates and the market

Achieve affiliate & sponsor growth and revenue goals:

corporate (XX%), public sector (XX%), academic (XX%)

and sponsor (XX%)Launch (x) client case study

pkgs.

Launch 4 client campaigns /newsletters; focused on

maximizing affiliation valueSuccessfully host 10 executive briefings with XXX participants

Deploy and nurture (X) affiliate value-add programs

Advertising Content MktgPR

Develop/refine complete set of sales support tools

and resources

Sample: APICS for Business


Launch APICS for BusinessEstablish APICS for Business and SCOR as the industry standard for supply chain benchmarking, best practice frameworks and processes and talent developmentTACTIC ACTIVITIESBranding & Positioning

Establish new integrated value proposition with defined brand attributes/benefits statements and proof points

Key message guide / message mapClient Communications

Value-add programs: Ambassador program (underway) Renewal communications Account nurturing campaigns – thought leadership;

success storiesWeb Site – Revamp Web site integration

Simplify the APICS for Business value; integrate with APICS SCC

On-demand webinar with overview of APICS for Business and SCOR

Overview video/demo Customer success highlights

PR Media alerts highlighting key developments to reinforce organization

Thought leadership: expert perspective on research, hot topics, etc.

Internal Communications

Drive awareness/significance of the new APICS for Business offering/value


Calendar 2016 Activity Q1 Q2 Q3 Q4

Launch Executive Summit Ambassador

program APICS for Business

Client FAQ Presentation brief Media alerts

Awareness & Sales Support

Racetrack and supporting graphics

APICS for Business presentation

Web updates Phase I

Case studies Executive Briefing Social media Oracle event

Executive Briefing Case studies Social media Media alerts Web updates

Phase II

Executive Briefing

Case studies Social media Media alerts Web

maintenance

Executive Briefing

Case studies Social media Media alerts Web

maintenance

Affiliate Growth

Renewal comms TAP activation/lead

gen email campaigns

Launch newsletter

Advertising: Google, banners

TAP activation/lead gen email campaigns

Launch newsletter Client

segmentation Whitepaper


Launch newsletter



Launch newsletter


WhitepaperRetention and Thought Leadership

Report Blog promotion Newsletter Exec briefings

Report Blog updates Webinar Newsletter Exec briefings

Report Conference

content Newsletter Webinar Exec briefings CAB

Report Blog updates Webinar Newsletter Exec briefings


20xx Marketing BudgetActivity Product 1 Product 2 Product 3Prof. fees 10,300 10,300 10,300Ad & promo 92,700 92,700 92,700Printing 18,025 18,025 18,025Postage 9,300 9,300 9,300Total 130,325 130,325 130,325

Sounds fancy, but it’s really common sense.(Don’t tell!)

Market Segmentation


POP QUIZ

You have a database and you want to launch an email campaign to promote a seminar. Will you achieve a better result by sending one message to everyone, or several messages that are tailored to the specific interests of different groups within your database?


Segmentation Strategies & MessagesSegment by: Location Industry Functional area Age Gender Size Member/non-member Certified/not certified And many more!

Marketing Message: Near you… SCM for Pharma… For logistics… Young professionals… Women in Manufacturing… Mid-market Member discounts Maintain, get certified


APICS Examples CSCP Navigator Campaign

– Segment: Demo leads that hadn’t activated in over one year– Initial campaign: What’s Holding You Back? One-question survey

to with a chance to win a learning system– Subsequent segmented campaigns addressing: Cost, Time, Fear

CPIM Advance Campaign– Segments: Completed BSCM, and each subsequent exam– Campaign: “Congrats! Build on Your Momentum”– Campaign: “One Test Away”

And many more!– Ongoing: ATT expiration dates– Ongoing: Maintenance points– Ongoing: Membership expiration– New! “Continue to Grow” to encourage CPIMs to sit for CSCP– Recent: CSCP year-end partner promo

Demystifying all that social media stuff

Get Social @APICS


Let’s Take the Temperature… Who is personally on:

– LinkedIn? – Facebook? – Twitter? – Instagram?

Who knows what to do with a hashtag? Who’s wondering if their chapter needs to

have a LinkedIn, FB, Twitter or Instagram presence?

Who isn’t sure what to do?(We recommend keeping it simple, very simple.)


Question:

What’s your social media

strategy?


Answer:

Your social media strategy is OUR

social media strategy!(retweet, repost, like, tag, follow...

...what we do, you do… and do it across your personal channels…

when it makes sense.)


Facebook

It’s nice to like and SHARE!


Twitter

Tweet and retweet! It’s easy.


LinkedIn

Follow APICS to keep up to date on the news so you can share it with your members.


Activate your Social Media Strategy Now! Share your APICS activities, success stories and unique experiences on social media!!If you aren’t sure how to start, we recommend LinkedIn. Check out the APICS Quick Guide to LinkedIn Sharing on C-Box. If you are more advanced, check out Twitter. Access the APICS Quick Guide to Twitter is on C-Box, too.

http://www.apics.org/docs/default-source/social-media-toolkit---cbox/apics-quick-guide-to-linkedin-sharing-final.pptx?sfvrsn=8

APICS QUICK GUIDE TO LINKEDIN SHARINGJune 23, 2015

This presentation was created by the APICS Marketing Team for members, chapters, and partners who want to use LinkedIn to share information.


Creating an Update Log in to www.linkedin.com From the Home screen, select “Share an Update.” If you

would like to upload an image, select “Upload Media.”

In the box that reads “What’s on your mind?” enter your copy and hit the Share button.

http://www.linkedin.com/


Sharing Someone’s Post When you want to share someone else’s post, at the bottom

of their post, select “Share”


Sharing Someone’s Post (continued) A new screen will pop up. Uncheck “Share an update” and

click the “Share” button. This will share the original post as is.

If you would like to add your own comment to the post, check “Share an update” and add your copy. Then select “Share.”

APICS QUICK GUIDE TO TWITTERJanuary 19, 2016

This presentation was created by the APICS Marketing Team for members, chapters, and partners who want to use Twitter to share information.


Creating a Post Log in to www.twitter.com. Once logged in, you will be re-

directed to your profile page. To create a post, click in the box that says, “What’s

happening?” or select the “Tweet” button in the top right corner.

http://www.twitter.com/


Creating a Post (continued) Add your copy in the space provided and select “Tweet.” You

are limited to 140 characters.

Once you select “Tweet” your post will be published.


Adding a Link Add a link. You can add a link to your tweet by simply pasting it directly in the space provided. Remember that the URL will count towards your 140 characters. If your URL is very long, you can create a shorter version by switching to a bit.ly.

Go to https://bitly.com/ Paste your full URL into the space provided and select “shorten.”

Copy the shortened URL and paste into your tweet.

https://bitly.com/


Adding an ImageSelect the “Media” icon below your text and then select the image from your computer and click “Open.”


Retweet a PostWhen you find an interesting post that you would like to share with your audience, you can retweet another user’s post. Select the icon with two arrows.


Retweet a Post (continued)You can add a comment to the original post, or simply retweet the same content that the original profile posted.


Reply to a PostWhen you would like to engage with a user directly, you can tweet to them one of two ways. Go to the user’s profile, and select the “Tweet to [User

name]” button from the column on the left. By selecting this button, the user’s twitter handle (i.e.: name) will automatically appear in your post.


Reply to a PostThe other way to tweet to someone directly is by manually typing the user’s handle into the post.


Like a PostIf you like another user’s tweet, but don’t have anything to say about it, you can simply “like” it by selecting the heart icon below their post.

Corporate Advertising & PR Activities (that you can leverage)

Building Brand Awareness


Key Brand Building Activities Advertising Supply Chain Management

Review, Modern Materials Handling, Inbound Logistics

Fortune special supplement

Aggressive PR program with agency support Positioning APICS as a

leading authority and source of content

Press releases, stories, quotes, by-lines, speaking opportunities, etc.

Social Engagement Growing our social footprint,

network and engagement


Advertising Strategy – 2015 & 2016APICS’s advertising strategy is integrated with the PR goal of growing brand awareness. Supply Chain Management Review was selected as our key advertising partner, but we’re expanding to other pubs in 2016.3rd party email

To SCMR subscribers

Print ads in the magazine

Banner in This Week in Supply Chain email newsletter


PR Highlights: Now in Leadership Central “APICS in the News”

– Launched in November– Highlights up to five

media mentions each month

– Includes links to stories Press Clipping Reports

– List of all our stories in one handy document

– Posted on C-Box

http://www.apics.org/sites/cbox/corporate/from-apics-corporate


Knowledge Nugget: News You Can UsePress releases and articles are great marketing tools Why? They create a reason for you to reach out to people Forward articles or press releases with a short personal note

Mini-campaign Idea Select a story or press release (or get link) Write a note to all the people you think may be interested (or

share via social )

Engage and follow up when more details become available Build your sales funnel!

Helpful hint: Set up Google alerts www.google.com/alert Stalk your prospects

http://www.google.com/alert


Thinking Supply Chain: The APICS Blog

Thinking Supply Chain

Insights, analysis and ideas to advance your supply chain.

Covering supply chain topics and trends for the APICS community and the industry. Join the conversation.

You can follow via RSS, share via social and leave comments.

Feel free to link the blog to your website to improve SEO.

Check it Out!

We’re going to bereally busy!!!

What’s next in 2016


What’s Next and On the Horizon Improving online experiences

– StarChapter program– Update APICS.org

Provide resources to simplify content development– C-Box evaluation and refresh

Making resources more accessible and user-friendly– More turn-key marketing solutions – Help partners more effectively engage in their

markets Continuing and expanding advertising and PR

– Increase APICS’s overall awareness More social engagement

– Expand our pool of younger professionals

Thank you!

Questions?

jumpstart your marketing: new tools and ideas to advance your chapter jennifer daniels, apics vice...

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