Marketing the APICS CSCP Designation

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Marketing the APICS CSCP Designation
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Five Rules for Marketing (the APICS CSCP
Designation)

• Identify Your Market
• Develop a Strategy
• Execute the Strategy
• Measure the Results
• Rinse and Repeat

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Identify Your Market

• Who are you trying to reach?
• Where do they live?
• Where do they work?
• What problems can your product solve?
• What are their demographics?
• What are their psychographics?

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Identify Your Market
The APICS CSCP designee profile (from the June
and December 2006 exam administrations)

• More than 77 pursued the APICS CSCP to advance
  their career or increase their supply chain
  knowledge
• 1/3 of exam registrants have been in their
  current industry for more than 15 years
• 60 are in the manufacturing industry, compared
  with nearly 19 in consulting, and just under 10
  in the service industry

These results are preliminary and do not
constitute a representative audience sample
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Develop a Strategy

• Research Ideas
• Evaluate Your Talents
• Identify Resources
• Establish a Goal
• Determine the Budget and Schedule

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Product Life Cycle

• New product development stage
• very expensive, no sales revenue, losses
• Market introduction stage
• cost high, sales volume low, no/little
  competition, losses
• Growth stage
• costs reduced due to economies of scale, sales
  volume increases significantly, profitability,
  public awareness, competition begins to increase
• Mature stage
• costs are very low because of decreased marketing
  costs, sales volume peaks, increase in
  competitive offerings, prices tend to drop due to
  the proliferation of competing products, very
  profitable
• Decline or Stability stage
• costs become counter-optimal, sales volume
  decline or stabilize, prices, profitability
  diminishes, profit becomes more a challenge of
  production/distribution efficiency than increased
  sales

CSCP
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Suggested Course Timeline
13- 3hr sessions
½ day intro Plus 5 full days
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Measure the Results

• Average Response Rates by Media
• Direct Mail (Flat) 2.77
• Non profit organizations- 3.95
• Postcards 2.19
• E-Mail 2.48
• Telephone 8.55
• Non profit organizations- 19.75
• Statement Stuffers lt 1
• Banner/Rich Media Ads 3.52
• source Direct Marketing Association

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Rinse and Repeat

• Create categories of methods
• Create categories of respondents
• Decide which were the most successful
• Put the rest on a list for refinement
• Repeat your campaign

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Use the Tools

• EduNetCentral.com
• Chapter Locator
• Volunteer Resources Section
• Leadership Central
• APICS Learning Communities

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2007 APICS CSCP MarketingJanuary October

• CSCP letter (March)
• CSCP e-mail blast (March)
• Letter campaign, internal list (March)
• Letter campaign, external list (April)
• Letter campaign to ISM attendees (April)
• APICS e-News (March, April, June)
• Leadership Central (April, June)
• APICS Connection (April, May, June)
• New brochure (February)
• APICS CSCP letter 30,000 (July)
• APICS CSCP postcard 40,000 (September)
• E-mail blast, Prepare for Exam 30,000 (July)
• E-mail blast, Certification Preparation general
  (September)
• APICS CSCP mailer 50,000 (October)
• APICS CSCP postcard for chapter and
  college/university use (July)
• E-mail blasts to support upcoming CSCP courses
  (August)
• December 8 exam promotion e-mail blasts
  (September/October)

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National Marketing

• Upcoming late-2007/Q1 2008 Initiatives
• New Brochure November
• Self-mailer December
• E-mail blasts to support chapter courses
  (December)
• Online APICS CSCP Ad (November)
• Q1 APICS CSCP campaign letter 30,000 (January)
• Q1 APICS CSCP campaign self mailer 30,000
  (January)
• Q1 APICS CSCP campaign e-mail blast 30,000
  (February)
• Q1 APICS CSCP campaign ads (January)
• Q1 APICS CSCP campaign landing page (January)
• March 15 exam promotion e-mail blasts
  (January/February)
• E-mail blast, Certification Preparation general
  (March)

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National Marketing

• Ongoing APICS CSCP Marketing Initiatives
• APICS magazine ads (August)
• e-News and APICS Connections Inclusion (ongoing)
• Web site home page marketing and search engine
  optimization (ongoing)
• e-Mails to the APICS CSCP update list (ongoing)