APICS Marketing Overview
Great Lakes District Meeting
Jennifer Daniels
Vice President, Marketing
jdaniels@apics.org
Agenda: Two-part Presentation
 Corporate Marketing Update
Marketing: What it is and how we succeed
Goals & strategies
Plan snapshot
What’s new in 2014: Media buy, PR agency, “Advance” campaign, Social
strategy, Events, Membership, Research & publications, Lead generation
– District website pilot project
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 10 Great Resources for Chapters
– Generate leads, accelerate sales cycle, promote education & certification
– Build the APICS brand, community & member experience
 Q&A
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Marketing: Outside In
“Marketing is not a function,
it is the whole business
seen from the
customer’s point of view.”
~ Peter F. Drucker
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Marketing: Inside Out
“Marketing is about
selling more,
to more people,
more often
at higher prices.”
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Formula for Success:
Extreme Focus on What Matters Most
Build the Brand Accelerate the
Sales Cycle
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2014 Marketing Goals & Strategies
Goals
Strategies
Elevate marketing team performance
Organize and staff marketing function to
increase alignment with business goals and
improve accountability, reporting and
engagement
Build the brand; increase awareness
Initiate PR and advertising program to
position APICS as a leading voice in the
supply chain and ops mgmt. realm
Execute marketing plans that support product
plans; accelerate sales cycles, generate leads
and measure results
Undertake integrated marketing
planning/execution process with product
managers and Holmes
Initiate B2B/channel marketing program
Increase capacity and focus on
B2B/channels with new hire
Sponsor/support successful projects
Apply PMO best practices
Continuously improve; become proactive vs.
Use analytics to measure and fine-tune
reactive in marketing approach; communicate programs; collaborate and communicate
results
effectively across the organization
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Plan Snapshot
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Planks
What it is
Brand Mgmt.
Positioning
Advertising
Mixed-media awareness campaigns
Public Relations
Media & Influencer Programs
Inbound Marketing
SEO, Social, Blogs
Thought Leadership
Publications, Research, Events
Outbound Marketing
LOB/Channel Lead/Sale Generation
Shared Services
Creative & Digital Operations
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Advertising: SCMR Media Buy
 Conducted online test campaigns
in December & January in SCMR,
SCB & SCD
 Selected SCMR based on
performance and subscribers
 Negotiated mixed-media package:
– 3rd party emails
– Newsletter ads
– Banner ads
– Print
 Measuring awareness at start of
program and at year end
 Building editorial relationship with
SCMR, too.
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Public Relations: Meet INK (www.ink-pr.com)
Hired agency that we’re really excited about on February 15!
 Conducted RFP process in Q4 after budget was approved
 Selected INK based on their track record, social acumen and smarts
 Initial projects: Media list & plan, social plan, “stock the rolodex” pitching,
and Supply Chain Council media support
{ INK = PR + Brand + Social }
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Early Results: APICS-SCC Merger
MEDIA
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COVERAGE: 12 unique articles on the
announcement, including pieces in
target publications, and 7 one-on-one
interviews with CEO
MENTIONS & PICKUP: Over 15
reprints or intros with links in solid
news sources (Bloomberg, YAHOO!)
and nearly 1800 wire views.
ANALYSTS: Gartner subscriber post,
meeting scheduled with Forrester
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SOCIAL
 TWITTER: 63,000 impressions
 LinkedIn: 12,000 impressions
 Facebook: 6,000 impressions
 We’re pushing 100,000 social
media impressions from a single
piece of news!
What can you do to spread the word?
Use your local and personal handles
to like, retweet and share APICS
news!
APICS-SCC Web Page
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“Advance” Campaign - Ads
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“Advance” Booth and Banner Stands
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Social Strategy
Today
 Rock solid foundation for
engagement
 Good baseline activity
Moving Forward
 Engage in dialogue; become more
personal
 Promote feedback and evangelize
benefits of APICS
 Educate by sharing freely to garner
a dedicated audience eager to
learn what we have to say
Messaging Theme
 “Advance”
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Marketing Events: BOTB Conference
The Best of the Best S&OP is
in your backyard!
 June 12-13 in Chicago
 Expecting 200+ participants
 Proven program
 Strong keynote
 Supports S&OP certificate
program
 Tell everyone!
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Marketing Events: APICS 2014
Promoting conference via direct mail, email, social and telemarketing...
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Registration is Open!
New and Notable...
 Cool keynote speakers
 “New and improved” learning
paths with great content
 Fun facility tours, including
Tabasco and Zatarain’s
(Sign up ASAP for these!)
 Download the app – it’s back!
 Register now for best price!
Chapters:
Don’t forget to participate in the
contest for your change to win a
free conference registration!
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Marketing Membership: Newsletter Redesign
A redesign of the benefits email newsletter resulted in 5%
higher open rate and a 30% increase in clicks!
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Thought Leadership: Research & Publications
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Lead Generation: CSCP Courseware
Strong Q4 and Q1 Results -- meeting our target so far!
Constantly tweaking our Google AdWords campaigns to optimize our spend and
maximize lead generation.
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2013 CPIM Demo Leads
Monthly Page Views vs. Entries – Consistent throughout year
2000
1800
1600
1400
1200
1000
Monthly Page Views
800
Entries
600
400
200
0
January
Monthly Page Views
21
February
March
April
May
June
July
August
September October
November December
1756
1488
1487
1439
1304
1396
1554
1657
1477
1804
1504
1316
Entries
Conversion Rate
330
18.80%
274
18.40%
255
17.10%
288
20.00%
249
19.10%
284
20.30%
282
18.10%
293
17.70%
264
17.90%
298
16.50%
261
17.40%
214
16.30%
Avg Time Spent
0:06:31 0:04:39 0:04:07 0:03:32 0:08:07 0:04:07 0:04:07 0:03:22 0:04:29 0:06:04 0:03:08 0:03:23
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2014 CPIM Demo Leads
2500
Monthly Page Views vs. Entries – slow start, strong recovery
2000
1500
1000
Monthly Page Views
500
Entries
0
January
22
February
March
April
Monthly Page Views
790
605
1658
2023
Entries
129
102
352
422
Conversion Rate
16.30%
16.90%
21.20%
20.90%
Avg Time Spent
0:03:38
0:08:28
0:05:31
0:07:43
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2014 APICS CSCP Free Webinars & Promo
3-part webinar series promoting CSCP
1. 3.20.14
Why CSCP is Critical to Supply Chain Success
590 registrants, 50% attendance, 6 sales
2. 5.20.14 (Feel free to promote!)
How to study for the exam
1,200 registrants as of 5.15.14
3. 7.20.14
Taking the exam
Look for details on apics.org
Promotion: Registrants qualify for a $50 discount
on their Learning System purchase.
The interest tells us that people are hungry for this
information!
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District Website Project
We’re working with the Districts
to make their websites better.
Project Drivers
 Many chapters have requested website guidance and support
 Desire to present a unified, “on brand” experience across APICS sites
 Complex issue
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150+ sites
Various capabilities and levels of sophistication
Different imagery and degrees of brand compliance
Various platforms and content management systems
Range of chapter investments and payment schemes
Many vendor contracts
 Website guidelines are available for districts and chapters, but as
volunteer organizations, there is a need for vetted solutions, easy-toupdate systems and more technical support at a reasonable cost
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Selected Vendor – www.starchapter.com
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Project Phases and Steps
 Phase One: Move district sites to StarChapter platform
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Audit and document current district site functionality - Done
Create working group to define desired functionality - Done
Select one district “beta” site - Done
Work with APICS marketing and StarChapter to define design - Done
Work with APICS IT to define technology requirements - Done
Present site design to Steering Committee for review/approval - Done
After beta, define rollout plan for remaining district sites – Ready; in process
Go/no go recommendation for chapter sites
 Phase Two: Chapter rollout (assuming successful experience)
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Audit chapter site functionality
Create a working group to define functionality and implementation plan
Select one chapter “beta” site
Work with APICS marketing and IT teams to define design/tech requirements
Begin implementation
© APICS Confidential and Proprietary
District Site Rollout
1.
Review/approve template
2.
Select website “point people” (send names to Henri)
3.
Fill out Project Kick-Off worksheet (Lou to review)
4.
Set up kick-off meeting with StarChapter (checkpoint)
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Identify functionality
Discuss image selection
Note: You can expect support from Lou and marketing team
5.
Review/update content while StarChapter configures site
6.
StarChapter transfers content from your old to new site
7.
Review (checkpoint) and launch
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Current and Recently Approved Templates
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10 Great Resources
for Chapters
Use these to market your chapter
and improve your members’
experience!
Topics
Generate leads, accelerate sales cycle, promote education & certification
1. Proven to get business! Partner & Event Finder
2. Generate leads! Follow up on CSCP Demo downloads
3. Give them a taste of APICS! Seminar Series
4. Make your website work for you! Website tools on C-Box
5. Follow up made easy! Personalize the brochures
Build the APICS brand, community & member experience
1. Build the APICS brand! Standards Guides
2. Put your best foot forward! Business cards
3. Leverage our app! APICS LearnIt
4. Making it easy! PDM presentations
5. Build your farm team! Free Student Membership
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Partner & Event Finder
Proven Source of Business
 Your customers are here!!!
 Most popular page on
apics.org
 APICS Google AdWords
campaigns drive people to
this page
 If you don’t know how to
update, ask your DFA
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CSCP & CPIM Lead Emails
Follow Up!
 Send email
 Attach
materials
 Suggest
classes or
phone call
to learn
more
These people are looking for us – they responded to a direct
mail piece, an email, or went looking for what we have to offer
on the Internet.
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Seminars
Volunteer to host seminars that help people obtain education certificates or
simply learn how to do their jobs better. About 15 seminars were held in Q1.
 Supply Chain Risk Management (education certificate program)
 Principles of S&OP (New! education certificate program)
 Principle & Practices of MRP
These are fairly easy to implement and corporate marketing supports these
programs with email, flyers and website postings. They are a small
commitment and great marketing tool.
Note: The Chicago Chapter is hosting an S&OP seminar in August!
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Website Tools on C-Box
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Ideas for Chapter Websites
Art Files are Available
 If you see something you like,
request the illustrator file
 JPG and PNG files are also
available for certain elements
 APICS will help with your logo
and masthead
 Aren’t sure what’s on brand?
Please contact us if unsure
about images, fonts, buttons
Don’t be shy—email us at
mktadmin@apics.org!
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Buttons: Link to APICS site or Your Pages
APICS Vanity URLs [shortcuts]
1 & 2: www.apics.org/join
3 & 4: www.apics.org/events
5 & 6: www.apics.org/careers
7 & 8: www.apics.org/certification
9 & 10: www.apics.org/publications
11 & 12: www.apics.org/research
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Sizes
125x125 px (small, square)
Buttons: Highlight Links to Information
APICS Universal Buttons
1 & 2: URL for your Event/Demo
3 & 4: www.apics.org/careers [or your workshop/sessions/etc]
5 & 6: www.apics.org/events [or your event]
7 & 8: www.apics.org/certification
9 & 10: www.apics.org/join [or your page]
11 & 12: www.apics.org/research [or your links]
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APICS Social Media: Your Site
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Replace Your Logos with your Chapter logo, or the APICS “A”
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Avoid the “out-of-the-box” logos
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Update your social media sites name to match your Chapter’s name
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Use these social media icons when linking from your site:
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Quick Guide to Color and Font Standards
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Don’t Miss These Goodies on C-BOX!
Located here: Marketing and Sales > Marketing Resources > Branding Guidelines
Featuring the APICS favicon, Chapter Letterhead, Identity Digital Style Guide, Manual and Style Guide and more!
Check out: APICS Quick Guide to Color and Font Standards, APICS “A” for Social Media, and Video Embedding Instructions
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Customize the PDF Brochures
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Standards Guide
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Everything You Need to Know…
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Business Cards & Stationery
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Ordering Business Cards
A new online business card portal is now available. Simply login
at the link below, enter your contact information, and order your
APICS chapter business cards. The cards will be shipped directly
to you within 5 business days. A box of 250 cards is $42.00.
Please contact your district field associate at chaprel@apics.org
to receive your login information and then access the website
through this link: apics.org/partnerprinting.
This is only one option. The business card files may also be
provided to your favorite printer. The blue backs are optional—a
plain white back is just fine.
All of this information and the business card files for printers
(which you will not be able to open) are on C-Box.
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APICS Learn It – Share It Today!
Works on smart phones.
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PDMs Packaged for You!
New! Two PDMs are available now on C-Box:
 S&OP
 Risk Management
These programs include a PowerPoint presentation that a subject matter
expert or instructor can easily use to present a great PDM that will build
credits for the education certificate programs. Takeaways and marketing
materials are also available. Participants earn one hour toward educational
certificates.
Plan to use these materials for a 2014 PDM.
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Free Student Membership
 In effect now -- Get ready to promote in Fall
 Look for communications about portal that will allow
professors to upload class lists—will launch soon
 What’s great about free student membership:
– Removes barriers
– Professors can use materials in classrooms
 Coming soon: more resources for students
– Student webinar series (already underway)
– E-mentors
– Other cool stuff
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Remember to Visit C-Box!
C-Box Audit
We’re
reviewing all
the materials
on C-Box now.
Please let us
know if there’s
something
you’d like us to
add or
subtract.
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Marketing Questions?
mktadmin@apics.org
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THANK YOU for listening.
The Marketing Team is looking
forward to working with you to
build the APICS brand.