Region VIII Marketing Brief

Region VIII Marketing Brief Marketing Strategies for 2005 Renewal and Growth A Multi-level Approach John Skelton, MA CPIM President, Durham APICS Chapter

“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."

“"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."

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

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

Region VIII Marketing Brief Let’s 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?

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, PDM’s, social events)

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, PDM’s, social events) Daily • Internet (web sites) • Face-to-face

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

Region VIII Marketing Brief The Weapons Arsenal

Region VIII Marketing Brief

Region VIII Marketing Brief Regional Advertising Campaign Recommendations • MM&D Magazine • ¼ page advertisement • 6 times • Shared cost = <$500 per chapter • Concepts attached • Outsource some graphics expertise

Region VIII Marketing Brief Regional Advertising Campaign Some concepts…

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

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

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

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

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

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

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

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

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

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

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

Region VIII Marketing Brief Web Site Function Selection Menu (sample)

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

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.

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)

Region VIII Marketing Brief WIIFM Recommendation: • Region prepare a “What’s 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)

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

Region VIII Marketing Brief APICS Re-Branding Checklist (sample)

Region VIII Marketing Brief The Dirty Dozen Deliverables

Region VIII Marketing Brief We need to have… All of our ducks in a row…

Region VIII Marketing Brief Be ready to Execute!

Region VIII Marketing Brief