Leading global excellence in procurement and supply
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New Committee Members induction November 2012 Welcome Leading global excellence in procurement and supply Agenda Website overview/improvements – Ben Meadows, Digital Manager A members Journey – Vicky Oliver, Marketing Manager Break Branch processes and procedures – Carol Husband, UK and Europe Membership Manager Lunch 2 Leading global excellence in procurement and supply Website update 2012 Ben Meadows, Digital Marketing Manager, CIPS Leading global excellence in procurement and supply Leading global excellence in procurement and supply Why have we changed Poor user experience Site lacked direction Opportunity to create a platform that is the first port-of-call for procurement professionals Need to portray a more professional image Encourage interaction between industry experts and members Leading global excellence in procurement and supply Process | Buy-in… WHATS NEW Research into website personas Look & Feel Use cases developed Membership research – survey sent to 38,000 active members Imagery Re-written copy Internal Stakeholders identified All staff briefed two weeks prior to go live Geo targeting Filter search options Leading global excellence in procurement and supply Impact for users Improved browsing experience More relevant content One stop shop for procurement professionals Networking opportunity moving forward Open up appeal to Gen Y Career development opportunities Leading global excellence in procurement and supply What’s next? • Website launch is just the start – plans for the future Application processes My CIPS development Personalisation Comment functionality Integrated polls & surveys Mobile version of the site Member case studies Improved search functionality Leading global excellence in procurement and supply Bottom line Valued visitors are more likely to purchase • Back end systems are in place for us to exploit • Standard reporting systems are now established to better understand member behavior • Cross-sell / Up-sell opportunities • Online journeys will be optimised to improve conversions Leading global excellence in procurement and supply Wider online marketing Opportunity to drive more visitors through to cips.org • Search Engine Optimisation • Better targeted email marketing • Increase social media presence • Pay per click advertising • Partnership agreements Leading global excellence in procurement and supply Pitfalls / Learning • Takes time to deliver change • Limited timescales for initial project • International content required more work that originally thought • Launch date gave a sense of urgency – just needed to be prepared to fix issues as they occurred and have an understanding Council and Senior Management Leading global excellence in procurement and supply Brand Website testimonials “The new CIPS website has gone live at last. The old one was looking more and more tired and was never particularly user friendly, so this was a very necessary development. And what an improvement – I think it looks really good, and while I haven’t spent too long trying it out, navigation and signposting seem much better” Peter Smith, spendmatters.co.uk, Ex CIPS President Leading global excellence in procurement and supply Brand Website testimonials “Very impressed with the new website – striking, clean and simple layout which is easy to navigate” “The presentation and clarity of the new website is great” “My initial reaction to the new website is positive. I like the crisp, modern style & fonts, the new logo is clever with the combination of the globe and the “traditional” CIPS abbreviation” Responses to Supply Management article 13/04/2015 Leading global excellence in procurement and supply Finally “Fresh new look, I love it, it’s irresistible. I bet we are going to have more new members coming for the new look” Kudakwashe Matema, Zimbabwe Leading global excellence in procurement and supply A Members Journey Communicating with you Vicki Oliver Friday 9 November 2012 Leading global excellence in procurement and supply My journey • • • • 27 years in marketing 8 years in marcoms 7 months membership marketing at CIPS brand and communications expertise in Leading global excellence in procurement and supply What was the first form of communication? Leading global excellence in procurement and supply How do we communicate with our members? Engage • brand • ethos. Connect • apply • welcome • retain. Involve • hear • listen • learn CIPS CONNECT MEMBERS Leading global excellence in procurement and supply Your journey Attention Application Welcome Renewals Impart knowledge Network Stages of membership: Communications at each stage: • • • • • • • digital – website/webinars/social media post brochures magazines email events/branch talk. Leading global excellence in procurement and supply What is CIPS learning about our members? Knowledge is more important than networking! So what are we doing? The 3 R’s Programme Review Retain Refresh • all member communications • relevance • update • all product information • messages • re-engage • ethos and mission. • move forward. • all qualifications. Leading global excellence in procurement and supply Review of all membership communications • • • • • • • • brand online application process welcome pack renewal process lead generation email newsletters member events. Leading global excellence in procurement and supply Brand November 2011 New brand project launched June 2011 Brand guidelines finalised December 2012 Brand website to be launched Revision of all communication materials • relevance • design: - mechanic - imagery • tone of Voice • overall message • cost. Leading global excellence in procurement and supply Applications Application process • improved online process with more revisions due including direct debit and promotional codes • simpler application form and an amended and upgraded route to membership brochure - Belong • Evaluating entry procedures eg FCIPS and MER. Leading global excellence in procurement and supply Welcome Currently reviewing welcome pack • survey recently carried out asking for opinions of the current pack to include: - information it contained - look and feel - value of membership card - views of a more concise postal pack with an online introductory tour of the website • conclusions Watch this space. Leading global excellence in procurement and supply Additional brochures • All About CIPS • CIPS Intelligence • Member Benefits. Leading global excellence in procurement and supply Sales literature • complete review of all material • mix and match style • product sheets and case studies • industry specific. Leading global excellence in procurement and supply Renewals Over 75% of potential lapsed members renew when phoned. The process has been revised to enable more time and funds to be allocated to this stage. Plus a redesign of the whole suite of messages to include: • • • • emails letters phone calls co-ordinated, consistent message highlighting access to knowledge and member benefits. Leading global excellence in procurement and supply Lead generation project Series of adverts aimed at highlighting the benefits of membership at various stages of your career: • • • • • students level 4 and above lapsed member member referral generic message. Leading global excellence in procurement and supply Access to knowledge • review of all email newsletters and knowledge updates • programme of topics to coincide with a member event • continual upgrade to CIPS Intelligence. Leading global excellence in procurement and supply Benefit to members? An institute that is: • Involved • Relevant • Responsive MEMBERS RELEVANT CIPS Leading global excellence in procurement and supply Branch Processes and procedures Branch Regions Branch Purpose and Mission/ranch Strategic Review Roles and responsibilities Branch Funding Event Management/Submission deadlines, etc. CIPS Branch Support 31 Leading global excellence in procurement and supply Branch Regions 32 Leading global excellence in procurement and supply Branch Purpose and Mission – Branch Strategic Review 1. To provide a local Professional Network 2. To provide a local conduit for Council, Branches and Members 3. To promote representation, visibility and engagement in the local environment 4. To develop relationships between Member and Branch 5. To facilitate local sharing of Knowledge and Best Practice 6. To ensure alignment with CIPS strategy 33 Leading global excellence in procurement and supply Roles and responsibilities Mandatory Optional Chair Social Media Officer Vice – chair/Treasurer Educational Liaison Officer Secretary Communications Officer 34 Leading global excellence in procurement and supply Branch Funding 15th August 30th September Early October 20th October By 30 October Early November By the end of November All branches will be sent documents relating to their budget submission. All branch budget requests MUST be submitted to the relevant CIPS office. Written confirmation of receipt will be provided. (Please also send in the Branch Asction Plan) Branch Allocations will be prepared All Chairs/Vice chair/Treasurers will be notified in writing of their budget allocation, along with reasons for the allocation and any requests for further information regarding the submission. All written Branch Budget Allocation appeals to be received by the relevant CIPS office Appeals sent out to the *Appeals Panel for assessment Branches will be notified in writing of the outcome of 35 an appeal. Leading global excellence in procurement and supply Branch Funding Branch Action Plan o A more detailed document showing the plans for Branch activity Branch Evaluation Template o To enable the Branch to objectively assess against the purpose statement, e.g. measures of success o Key to budget allocation 2013/2014 36 Leading global excellence in procurement and supply Event Management/submission deadlines, etc. Planning Event - Face to face/webinars Submission deadlines 37 Leading global excellence in procurement and supply CIPS Branch Support CIPS Mailings sent out three times a month SM Magazine Text Message Reminders 48 hours prior to the event Branch Reports Sanitised member information Post event surveys/Generic surveys Postcode location of members 38 Leading global excellence in procurement and supply CIPS Branch Support Branch committee webpage: http://www.cips.org/en-GB/Community/Groupslisting/branchcommitteemembers/ Presentations Branch event template Speaker spread sheet Branch statistics Various other documents 39 Leading global excellence in procurement and supply Thank you for listening 40 Leading global excellence in procurement and supply
