Transcript 2016 - Jumpstart your Marketing

Jumpstart Your Marketing:
New Tools and Ideas to
Advance your Chapter
APICS PacWest District Meeting
Jennifer Daniels, APICS
Vice President, Marketing
January 23, 2015
Contents
 New Marketing Tools Expand your Marketing Toolkit
–
–
–
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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
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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
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New 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
 New The APICS Standard:
Raising the Bar video
 New The APICS Standard
brochure
 Certification/endorsement
comparison charts
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New 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!
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New 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
Global Printing portal is now live. For an overview
and how-to tutorial, reference the November
Leadership Central.
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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!)
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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.
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APICS Chapter Website Program
StarChapter offering templated
websites for APICS chapters
 Complete package
 Freedom within a on-brand framework
Program benefits
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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
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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)
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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…

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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.
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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
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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
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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
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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
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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
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Sample: Marketing APICS Courseware
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
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Achieve $XX CSCP courseware
individual channel sales
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Achieve CPIM leads of 350 per
month
Build CLTD demo lead program
and baseline lead generation
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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
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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
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
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

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
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
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
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
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
Report
Blog promotion
Newsletter
Exec briefings
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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
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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?
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Segmentation Strategies & Messages
Segment by:
 Location
 Industry
 Functional area
 Age
 Gender
 Size
 Member/non-member
 Certified/not certified
 And many more!
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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!
–
–
–
–
–
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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
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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.)
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Question:
What’s your social media
strategy?
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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.)
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Facebook
It’s nice to like and
SHARE!
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Twitter
Tweet
and
retweet!
It’s easy.
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LinkedIn
Follow APICS to keep up to date on the news so you
can share it with your members.
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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.
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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.
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Sharing Someone’s Post

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When you want to share someone else’s post, at the bottom of their post,
select “Share”
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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.”
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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.
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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.
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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.
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

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.
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Adding an Image
Select the “Media” icon below your text and then select the image from your
computer and click “Open.”
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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.

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Select the icon with two arrows.
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Retweet a Post (continued)
You can add a comment to the original post, or simply retweet the same
content that the original profile posted.
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Reply to a Post
When you would like to engage with a user directly, you can tweet to them
one of two ways.
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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.
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Reply to a Post
The other way to tweet to someone directly is by manually typing the user’s
handle into the post.
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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.
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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
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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
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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
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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
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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.
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What’s next in 2016
We’re going to be
really busy!!!
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
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Questions?
Thank you!