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Jumpstart Your Marketing: New Tools and Ideas to Advance your Chapter APICS Mid-Atlantic District Meeting Jennifer Daniels, APICS Vice President, Marketing May 15, 2016 Contents New Marketing Tools Expand your Marketing Toolkit – – – – Partner Enablement Toolkit APICS overview video and brochure Marketing content catalog Library of case studies and video testimonials Market Segmentation Strategies to Increase Impact – What is it and why does it work? – Segmentation examples Getting Social @APICS – Your social media strategy – You vs. APICS vs. Your Chapter – LinkedIn and Twitter tutorial 2 © APICS Confidential and Proprietary Contents, cont’d Corporate Advertising & PR Activities (that you can leverage) ― Advertising, PR and social campaigns ― APICS Blog Looking Ahead – what’s next? – Current Marketing Activities – APICS 2016!!! Extra Content: Building a Marketing Plan – The key questions – Keeping it simple: Sample overview plan – The “Year of the Website” 3 © APICS Confidential and Proprietary Favorite Marketing Tools Announced at APICS2015, these goodies are launched and ready now! Partner Enablement Toolkit Turn-key Marketing Solutions Find it on C-Box! Highlights include: Marketing Content Catalog and image bank The APICS Standard: Raising the Bar video The APICS Standard brochure Certification/endorsement comparison charts 5 © APICS Confidential and Proprietary Award-winning APICS Video – Post it, Share it, Inspire! The APICS Standard: Raising the Bar 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 CBox on how to embed this video on your chapter website. Share it. This is wonderful, engaging content for social media or email campaigns! 6 © APICS Confidential and Proprietary Award-winning APICS Brochure APICS Sets the Standard 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 New! Updated to include CLTD Global Printing portal is now live. For an overview and how-to tutorial, reference the November Leadership Central. 7 © APICS Confidential and Proprietary More APICS Case Studies and Videos Demonstrate 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!) 8 © APICS Confidential and Proprietary Marketing Content Catalog Need content? Look no further. 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. 9 © APICS Confidential and Proprietary APICS Chapter Website Program StarChapter 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 Worth mentioning Not mandatory, 47 chapters participating 43 sites launched! Continuing to develop new “slider” images 10 © APICS Confidential and Proprietary Market Segmentation Sounds fancy, but it’s really common sense. (Don’t tell!) 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? 12 © APICS Confidential and Proprietary Segmentation Strategies & Messages Segment by: Location Industry Functional area Age Gender Size Member/non-member Certified/not certified And many more! 13 © APICS Confidential and Proprietary 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! – – – – – 14 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 © APICS Confidential and Proprietary Get Social @APICS Demystifying all that social media stuff 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.) 16 © APICS Confidential and Proprietary Question: What’s your social media strategy? 17 © APICS Confidential and Proprietary 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.) 18 © APICS Confidential and Proprietary Facebook It’s nice to like and SHARE! 19 © APICS Confidential and Proprietary Twitter Tweet and retweet! It’s easy. 20 © APICS Confidential and Proprietary LinkedIn Follow APICS to keep up to date on the news so you can share it with your members. 21 © APICS Confidential and Proprietary 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. 22 © APICS Confidential and Proprietary APICS QUICK GUIDE TO LINKEDIN SHARING June 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. 24 © APICS Confidential and Proprietary Sharing Someone’s Post 25 When you want to share someone else’s post, at the bottom of their post, select “Share” © APICS Confidential and Proprietary 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.” 26 © APICS Confidential and Proprietary APICS QUICK GUIDE TO TWITTER January 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. 28 © APICS Confidential and Proprietary 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. 29 © APICS Confidential and Proprietary 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. 30 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. © APICS Confidential and Proprietary Adding an Image Select the “Media” icon below your text and then select the image from your computer and click “Open.” 31 © APICS Confidential and Proprietary Retweet a Post When you find an interesting post that you would like to share with your audience, you can retweet another user’s post. 32 Select the icon with two arrows. © APICS Confidential and Proprietary Retweet a Post (continued) You can add a comment to the original post, or simply retweet the same content that the original profile posted. 33 © APICS Confidential and Proprietary Reply to a Post When you would like to engage with a user directly, you can tweet to them one of two ways. 34 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. © APICS Confidential and Proprietary Reply to a Post The other way to tweet to someone directly is by manually typing the user’s handle into the post. 35 © APICS Confidential and Proprietary Like a Post If 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. 36 © APICS Confidential and Proprietary Building Brand Awareness Corporate Advertising & PR Activities (that you can leverage) 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, bylines, speaking opportunities, etc. Social Engagement Growing our social footprint, network and engagement 38 © APICS Confidential and Proprietary Advertising Strategy – 2015 & 2016 APICS’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 39 © APICS Confidential and Proprietary Banner in This Week in Supply Chain email newsletter PR Highlights: Now in Leadership Central “APICS in the News” – In Leadership Central – 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 Over 50 unique mentions in Q1 – Education Selector – MSU research project 40 © APICS Confidential and Proprietary Knowledge Nugget: News You Can Use Press 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 41 © APICS Confidential and Proprietary Thinking Supply Chain: The APICS Blog Check it Out! 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. 42 © APICS Confidential and Proprietary Super New: Remarketing 43 © APICS Confidential and Proprietary What’s next in 2016 Lots of great stuff and APICS 2016! What’s Next and On the Horizon Improving online experiences – “The Year of the Website” – Updates to APICS.org – StarChapter program, website support Supporting “APICS for Business” – Elevating our business message – Cultivating relationships with more supply chain leaders Preparing to launch CLTD – Look for suite of marketing materials coming soon! Continuing and expanding advertising and PR – Increase APICS’s overall awareness More social engagement – Expand our pool of younger professionals 45 © APICS Confidential and Proprietary 46 © APICS Confidential and Proprietary APICS 2016 Keynotes Bill McDermott Chief Executive Officer, SAP Mel Robbins Commentator & Legal Analyst, CNN Authored the national bestseller, Winners Dream. Authored the business bestseller, Stop Saying You’re Fine. 47 © APICS Confidential and Proprietary APICS 2016 Hotels Save an additional $50 when you stay in an official APICS 2016 room block. Washington Marriott Wardman Park 2660 Woodley Road NW Washington DC 20008 Omni Shoreham 2500 Calvert Street NW Washington DC 20008 Room rate: $199 per night Room rate: $239 per night Visit apicsconference.org/housing to book your hotel room! 48 © APICS Confidential and Proprietary 49 © APICS Confidential and Proprietary APICS 2016 Website Visit the website for the most up-to-date conference news! apicsconference.org 50 © APICS Confidential and Proprietary The APICS 2016 Leadership Summit The APICS 2016 Leadership Summit features sessions to help you advance your APICS partner organization Save the date! The APICS 2016 Leadership Summit is on Saturday, September 24. The 2016 program address: Tips for a successful chapter development How to grow and engage your chapter membership Developing a successful leadership team And more! 51 © APICS Confidential and Proprietary APICS 2016 Special Pricing APICS chapters qualify for up to five discounted conference registrations. $999 when you register by Friday, July 31 Register using RSVP code WASHJ1 $1,099 when you register after Friday, July 31 Register using RSVP code WASHJ2 Additional $50 discount with a hotel reservation in one of the APICS room blocks at the Marriott Wardman Park or Omni Shoreham. 52 © APICS Confidential and Proprietary Partner Awareness Campaign Timeframe: April—June 2016 Exciting opportunity for APICS partners to win a complimentary APICS 2016 registration! The Partner Awareness Campaign runs April 4 to June 24 APICS 2016 marketing resources are posted in C-Box Participation in this campaign contributes to the success of APICS 2016 There will be one winner per North American district 53 © APICS Confidential and Proprietary Partner Awareness Campaign Timeframe: April—June 2016 The minimum requirements are: Add APICS 2016 to your partner website (two options): – Add the event dates and hyperlink to apicsconference.org and/or – Add the APICS 2016 tile ad and hyperlink to apicsconference.org Send one promotional email or newsletter blurb to your membership/customers promoting APICS 2016 Share a social media post with #APICS2016 and #YourChapterName or #YourPartnerName 54 © APICS Confidential and Proprietary APICS 2016 Scholars Program The APICS 2016 Scholars Program is now accepting applications! 55 © APICS Confidential and Proprietary The deadline to apply is June 26, 2016. Let your student members know now is the time to apply. Visit apics.org/scholars to apply. The flyer is posted in C-Box. APICS 2016 Instagram Contest! Enter the #SCMGOALS Instagram contest for the chance to win a trip to #APICS2016! Entering is easy, here’s how: 56 © APICS Confidential and Proprietary 1. Take a selfie with an item representing your professional goal. 2. Share how attending #APICS2016 can help you achieve your goal. 3. Post to Instagram and tag #SCMgoals and @apics_org. See you in DC! 57 © APICS Confidential and Proprietary Questions? Thank you! Building a Marketing Plan Align with Chapter goals for the greatest impact. Marketing Plans are Awesome Before you build a plan, you need to answer some key questions. 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) 60 © APICS Confidential and Proprietary What do you want to be and do? Most of you already have formal statements, think of this as a shortcut. Here are some ideas… 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 time This statement should provide focus for your year – or several years - and plan. 61 © APICS Confidential and Proprietary Market Scan Consider doing a competitive review and a general assessment of local market conditions. 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 62 © APICS Confidential and Proprietary Sample Persona: Supply Chain Charles Background 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 63 © APICS Confidential and Proprietary Persona Hypothesis: Supply Chain Charles Goals 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 64 © APICS Confidential and Proprietary Persona Hypothesis: Supply Chain Charles Common 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 65 © APICS Confidential and Proprietary Business/Chapters Goals You may already have goals and objectives, but if you don’t, here are some things to consider No more than 4 goals (and one should be easy) 2. They should be SMART and clear 3. They should support your vision and mission 4. They should get you energized and thinking about how you can reach them 5. Sample goals: 1. – Hold first – or additional - CSCP class – Grow membership x% – Increase member engagement in PDMs >> greater attendance 66 © APICS Confidential and Proprietary Sample: Marketing APICS Courseware Plan 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 Maintain & grow APICS PD programs’ globally competitive reputation Support CSCP LS courseware sales goal $XX MM Support CPIM courseware sales goal $XX MM Support CLTD courseware launch & sales of $XX M Marketing Strategies Promote new CPIM SelfStudy Kit and APICS Online Highlight value props of courseware Fine-tune lead generation campaigns by incorporating analytics Raise awareness of newly updated CSCP courseware and NEW CLTD Marketing Tactics Web Collateral Email Testimonials Google AdWords Social Campaigns PR/Ads Direct Mail Marketing Metrics Achieve CSCP courseware leads of 500 per month 67 Achieve $XX CSCP courseware individual channel sales © APICS Confidential and Proprietary Achieve CPIM leads of 350 per month Build CLTD demo lead program and baseline lead generation 6 7 Sample: APICS for Business APICS for Business Become 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 PROMOTE Introduce APICS for Business value, in addition to value-add programs Increase awareness and differentiate APICS for Business through affiliation GROW Support affiliate/sponsor growth and retention within corporate, public sector and academic segments RETAIN/GIVE BACK Be the supply chain expert of choice by delivering value, guidance & insights to affiliates and the market Marketing Strategies Establish APICS for Business & SCOR as the global standard for supply chain benchmarking, best practice frameworks & processes, talent development Develop sales support toolkits & integrated marketing program to reinforce capabilities & affiliate successes Launch lead generation program targeted at key SIC and engage/deploy client success story packages Establish key platforms to demonstrate value and thought leadership through integrated marketing programs and PR Marketing Tactics Sales Support Digital/Social Direct Mktg: Email Advertising PR Events Content Mktg Marketing Metrics Deploy and nurture (X) affiliate value-add programs 68 © APICS Confidential and Proprietary Develop/refine complete set of sales support tools and resources 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 value Successfully host 10 executive briefings with XXX participants Launch APICS for Business Establish APICS for Business and SCOR as the industry standard for supply chain benchmarking, best practice frameworks and processes and talent development TACTIC ACTIVITIES Branding & Positioning Establish new integrated value proposition with defined brand attributes/benefits statements and proof points Key message guide / message map Client Communications Value-add programs: Ambassador program (underway) Renewal communications Account nurturing campaigns – thought leadership; success stories Web 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 69 © APICS Confidential and Proprietary Drive awareness/significance of the new APICS for Business offering/value Calendar 2016 Activity Q1 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 Renewal comms TAP activation/lead gen email campaigns Launch newsletter Advertising: Google, banners TAP activation/lead gen email campaigns Launch newsletter Client segmentation Whitepaper TAP activation/lead gen email campaigns Launch newsletter Advertising: Google, banners TAP activation/lead gen email campaigns Launch newsletter Advertising: Google, banners Whitepaper Report Blog updates Webinar Newsletter Exec briefings Affiliate Growth Q2 Retention and Thought Leadership 70 Report Blog promotion Newsletter Exec briefings © APICS Confidential and Proprietary Q3 Report Blog updates Webinar Newsletter Exec briefings Q4 Report Conference content Newsletter Webinar Exec briefings CAB 20xx Marketing Budget Activity Product 1 Product 2 Product 3 Prof. fees 10,300 10,300 10,300 Ad & promo 92,700 92,700 92,700 Printing 18,025 18,025 18,025 Postage 9,300 9,300 9,300 Total 130,325 130,325 130,325 71 © APICS Confidential and Proprietary