Region VIII Marketing Brief

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Region VIII Marketing Brief
Marketing Strategies for 2005 Renewal and
Growth A Multi-level Approach
John Skelton, MA CPIM President, Durham APICS
Chapter
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We shall not flag or fail. We shall go on to the
end. We shall fight in France, we shall fight on
the seas and the oceans, we shall fight with
growing confidence and growing strength in the
air, we shall defend our island, whatever the
cost may be. We shall fight on the beaches, we
shall fight on the landing grounds, we shall
fight in the fields and in the streets, we shall
fight in the hills we shall never surrender."
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(No Transcript)
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"It's a good thing for an uneducated man to read
books of quotations." "A fanatic is one who
can't change his mind and won't change the
subject."
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Region VIII Marketing Brief

• Focus of Marketing Strategies (slide 1 of 2)
• Retain existing members
• Grow corporate members
• Existing companies
• New Enterprises

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Region VIII Marketing Brief

• Focus of Marketing Strategies (slide 2 of 2)
• Gain new individual members
• Expanded markets (retail, wholesale, healthcare)
• Increased penetration of traditional markets
• Manufacturing
• Services
• Academic
• Operations Management professionals

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Region VIII Marketing Brief

• Lets concentrate on attracting new members
• How do we connect with future members?
• When do we connect with future members?
• What do we use to reach out?

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Region VIII Marketing Brief

• How can we market to future members?
• Traditional media (newspapers, magazines, radio,
  TV)
• Internet (web sites)
• Newsletters
• E-mail
• Face-to-face
• Group Settings (classes, seminars, PDMs, social
  events)

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Region VIII Marketing Brief

• When can we market to future members?
• Periodically (weekly, monthly, annually)
• Traditional media
• Group Settings
• Newsletters
• E-mail
• Group Settings (classes, seminars, PDMs, social
  events)
• Daily
• Internet (web sites)
• Face-to-face

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Region VIII Marketing Brief

• What can we use to reach out?
• Advertising
• Web site postings
• Newsletters
• Promotional materials
• E-mails
• Direct mail bulk post
• conversation

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Region VIII Marketing Brief
The Weapons Arsenal
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Region VIII Marketing Brief
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Region VIII Marketing Brief
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Region VIII Marketing Brief
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Region VIII Marketing Brief

• Regional Advertising Campaign
• Recommendations
• MMD Magazine
• ¼ page advertisement
• 6 times
• Shared cost lt500 per chapter
• Concepts attached
• Outsource some graphics expertise

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Region VIII Marketing Brief

• Regional Advertising Campaign
• Some concepts

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Advancing Productivity, Innovation, and
Competitive Success
Inventory
APICS is the global leader and premier source of
the body of knowledge in operations management.
Discover what we can do for you, your business,
and your career.
Production
Logistics
Supply Chain
Purchasing
Materials Management
Visit us at www.APICS-Durham.org 905-571-2994
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Advancing Productivity, Innovation, and
Competitive Success
Inventory
Materials Management
Total Quality
APICS is the global leader and premier source of
the body of knowledge in operations management.
Discover what we can do for you, your business,
and your career.
Purchasing
Production
Supply Chain
Logistics
Visit us at www.APICS-Durham.org 905-571-2994
19
Advancing Productivity, Innovation, and
Competitive Success

• Inventory
• Supply Chain
• Production
• Materials Management
• Logistics
• Purchasing
• Total Quality

APICS is the global leader and premier source of
the body of knowledge in operations management.
Discover what we can do for you, for your
business, and for your career.
Visit us at www.APICS-Durham.org 905-571-2994
20
Advancing Productivity, Innovation, and
Competitive Success

• Inventory
• Supply Chain
• Production
• Materials Management
• Logistics
• Purchasing
• Total Quality

APICS is the global leader and premier source of
the body of knowledge in operations management.
Discover what we can do for you, for your
business, and for your career.
Visit us at www.APICS-Durham.org 905-571-2994
21
Advancing Productivity, Innovation, and
Competitive Success
Inventory
APICS is the global leader and premier source of
the body of knowledge in operations management.
Discover what we can do for you, your business,
and your career.
Production
Logistics
Supply Chain
Purchasing
Materials Management
Visit us at www.APICS-Durham.org 905-571-2994
22
Advancing Productivity, Innovation, and
Competitive Success

• Inventory
• Supply Chain
• Production
• Materials Management
• Logistics
• Purchasing
• Total Quality

APICS is the global leader and premier source of
the body of knowledge in operations management.
Discover what we can do for you, for your
business, and for your career.
Visit us at www.APICS-Durham.org 905-571-2994
23
Region VIII Marketing Brief

• Press Releases
• Recommendation
• Chapter to issue new brand press release to
  local media
• Region to issue press release to National Media
  (business editors?)
• Chapters to publish press release in newsletters
• Continue to issue press releases for significant
  events
• cost 0

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Region VIII Marketing Brief

• Chapter Brochure
• Recommendations
• See sample A (attached)
• Multiple uses direct mail campaign, libraries,
  shopping malls, face-to-face
• Each Chapter should tailor to their own needs
• ASC
• cost pennies per brochure

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Region VIII Marketing Brief

• Web Site
• Presence on the web is critical to effective
  marketing and support of brand image
• Individual Chapter Web Sites
• Require specific expertise to develop, enhance,
  manage
• Cost of management is multiplied across numerous
  chapters
• Enforcement of consistent brand image is
  difficult
• High risk of loss of expertise

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Region VIII Marketing Brief

• Web Site
• Recommendation
• One web site should be developed for Region VIII
• Analogy an apartment building (1 B/R, 2 B/R,
  Penthouse Suite)
• Each Chapter would manage the information within
  their section of the site
• Each Chapter could select from a menu of
  functionality
• Visitors have one site to go to, with the ability
  to quickly locate their local service provider

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Region VIII Marketing Brief

• Web Site
• Advantages
• Less overall cost (Chapters could share)
• Lever limited expertise
• Flexibility built in to allow various Chapter
  suites
• Consistent brand presentation
• Consistent level of professionalism
• Consistent technology
• Ease of personnel transition

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www.apics.ca
Chapter Locator
Simcoe Chapter
Durham Chapter
Toronto Chapter
Home Page
Home Page
Home Page
Executive Roster
Education
membership
membership
membership
Doc. Manager
Pres.s Message
Pay Pal
newsletter
Education
Education
Pres.s Message
Advertisers
newsletter
Jobs
newsletter
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Region VIII Marketing Brief

• Web Site Function Selection Menu (sample)

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Region VIII Marketing Brief

• Business Cards
• Recommendation
• Each Chapter officer be provided with a deck of
  business cards
• Standard layout which will convey brand image
• Cost of production borne by Chapters
• Region to recommend supplier(s) 3 maximum and
  find best cost / quality
• Names, but no titles

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Region VIII Marketing Brief

• Branded Novelties
• Recommendation
• Region to recommend supplier(s) 3 maximum and
  find best cost / quality / selection
• Chapters to order on as-needed basis
• Use in group settings, events, as promotional
  giveaways
• Examples pens, pencils, writing pads, T-shirts,
  hats, tote bags, calculators, etc. etc.

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Region VIII Marketing Brief

• The 30 second commercial
• Recommendation
• For one-on-one marketing
• Cost 0
• Region to provide a sample script
• Chapters to advocate as appropriate
• See sample B (attached)

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Region VIII Marketing Brief

• WIIFM
• Recommendation
• Region prepare a Whats In It For Me? document
• Each Chapter can tailor to its needs
• Include in web site, newsletters, promotional
  mailings, etc.
• Targeted at existing members, future members
• See sample C (attached)

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Region VIII Marketing Brief

• APICS Re-Branding Tool Kit
• Recommendation
• Region to develop a checklist to assist Chapters
• Chapters must execute as quickly as time allows

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Region VIII Marketing Brief

• APICS Re-Branding Checklist (sample)

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Region VIII Marketing Brief

• The Dirty Dozen Deliverables

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Region VIII Marketing Brief

• The Dirty Dozen Deliverables

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Region VIII Marketing Brief

• The Dirty Dozen Deliverables

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Region VIII Marketing Brief
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Region VIII Marketing Brief
We need to have
All of our ducks in a row
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Region VIII Marketing Brief
Be ready to Execute!
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Region VIII Marketing Brief