Show Procurement’s Value

1. How to Show Procurement’s Value You, Too, Can communicate like a marketer

2. overview • What’s the Problem? • What Can Help? • How To Make the Shift • Tips and Resources

3. What’s The Problem?

4. Our mindset We’re ethically- and legally-minded Our mentality focuses on “doing the right thing” “Saving money and reducing risk is doing my job”

5. Our Customers Online shopping changed the game They’re being advertised to every day at home

6. Our Management What we do is more visible in the institution There’s increasing pressure to prove our worth

7. Pressure Both our customers and our management are asking us to show them what we do

8. What Can Help?

12. How we Communicate Neither way is better, they just have different purposes What are those purposes?

13. We Need to Stay Relevant If we want to be seen as the vital part of our operations that we are, we must shift the way we communicate. Shift

14. How to Make the shift

15. The Basics Audience Who are you talking to? What do they want? Are there sub-groups (segments)? http://www.rolexmagazine.com/2009/01/vintage-1985-rolex-sailing-ad.html

16. The Basics Value Proposition How is what you’re offering going to benefit your audience? https://www.wordstream.com/blog/ws/2016/04/27/value-proposition-examples

17. The Basics Call to Action What do you want your audience to do? https://www.printwand.com/blog/14-tips-for-writing-the-best-call-to-action-with-examples

18. The Basics Tone How do you communicate with your audience? @Starbucks @Wendy’s

19. The Basics Channel Where do you communicate with your audience? For which messages? https://www.wm.edu/offices/procurement/resources/newsletter-2018-09.pdf https://www.cu.edu/psc/psc-metrics-fy-2018

20. The Basics Reach How do you know who listened? How do you know if your communication worked?

21. Practive Scenarios

22. Tips and Resources

23. We Learn Visually. Pro-Tips • HubSpot studies show that people “have the ability to recall 65% of the visual content that they see almost three days later.” Source. • Readers spend more time looking at images than they do reading information. Source. • When given directions with text and illustrations, people perform 323% better than those who just receive text. Source. Use visuals to express or enhance an idea, or to attract attention

24. Pro-Tips Align your message to your department and institution’s mission and branding https://www.ucop.edu/procurement-services/_files/impact-reports/Impact%20Report%20June%202018%20FINAL.pdf

25. Pro-Tips • Show a process on your web site • Annual operational report • Tell contract users about a new feature or savings • Meet with a group of customers and find out what’s important to them • Design a handout about your department or a new initiative Where to start

26. Pro-Tips • If your institution has a communications department/person, collaborate! • Know your institution’s mass communications policies and branding guidelines Institutional communications

27. Pro-Tips • Bullet points can help visually break up text (but keep it short) • The Rule of Three • Image use rights • Passive voice • Some subjects require complex detail. Consider: • Targeting detail to a relevant segment • Making detail easy to navigate • Starting with a summary Other tips to get you started

28. Pro-Tips • Canva.com • Create infographics and visuals • Constant Contact / Mail Chimp • Email marketing • Istockphoto.com (and others) • Quality stock images • Other links? Like advice? Free or low-cost resources

29. Thank you!Shannon WamplerUniversity of Virginiasaw2w@Virginia.edu@saw2w Now go do something.