APICS Marketing Overview

1. APICS Marketing Overview Great Lakes District Meeting Jennifer DanielsVice President, Marketingjdaniels@apics.org

2. 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 • 10 Great Resources for Chapters • Generate leads, accelerate sales cycle, promote education & certification • Build the APICS brand, community & member experience • Q & A

3. Marketing: Outside In “Marketing is not a function, it is the whole business seen from the customer’s point of view.” ~ Peter F. Drucker

4. Marketing: Inside Out “Marketing is about selling more, to more people, more oftenat higher prices.” 4

5. Formula for Success: Extreme Focus on What Matters Most Build the Brand Accelerate the Sales Cycle 5

6. 2014 Marketing Goals & Strategies

7. Plan Snapshot 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

8. 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.

9. Public Relations: Meet INK (www.ink-pr.com) Hired agency that we’re really excited about on February 15! { INK =PR+Brand+Social} • 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

10. Early Results: APICS-SCC Merger MEDIA 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 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!

11. APICS-SCC Web Page

12. “Advance” Campaign - Ads

13. “Advance” Booth and Banner Stands

14. 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”

15. 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!

16. Marketing Events: APICS 2014 Promoting conference via direct mail, email, social and telemarketing...

17. 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!

18. Marketing Membership: Newsletter Redesign A redesign of the benefits email newsletter resulted in 5% higher open rate and a 30% increase in clicks!

19. Thought Leadership: Research & Publications

20. 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.

21. 2013 CPIM Demo Leads

22. 2014 CPIM Demo Leads

23. 2014 APICS CSCP Free Webinars & Promo 3-part webinar series promoting CSCP 3.20.14 Why CSCP is Critical to Supply Chain Success590 registrants, 50% attendance, 6 sales 5.20.14 (Feel free to promote!)How to study for the exam1,200 registrants as of 5.15.14 7.20.14Taking the examLook 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!

24. District Website Project We’re working with the Districtsto make their websites better.

25. Project Drivers • Many chapters have requested website guidance and support • Desire to present a unified, “on brand” experience across APICS sites • Complex issue • 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-to-update systems and more technical support at a reasonable cost

26. Selected Vendor – www.starchapter.com

27. Project Phases and Steps • Phase One: Move district sites to StarChapter platform • 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) • 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

28. District Site Rollout Review/approve template Select website “point people” (send names to Henri) Fill out Project Kick-Off worksheet (Lou to review) Set up kick-off meeting with StarChapter (checkpoint) • Identify functionality • Discuss image selection • Note: You can expect support from Lou and marketing team Review/update content while StarChapter configures site StarChapter transfers content from your old to new site Review (checkpoint) and launch

29. Current and Recently Approved Templates

30. 10 Great Resources for Chapters Use these to market your chapter and improve your members’ experience!

31. Topics Generate leads, accelerate sales cycle, promote education & certification • Proven to get business! Partner & Event Finder • Generate leads! Follow up on CSCP Demo downloads • Give them a taste of APICS! Seminar Series • Make your website work for you! Website tools on C-Box • Follow up made easy! Personalize the brochures Build the APICS brand, community & member experience • Build the APICS brand! Standards Guides • Put your best foot forward! Business cards • Leverage our app! APICS LearnIt • Making it easy! PDM presentations • Build your farm team! Free Student Membership

32. 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

33. 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.

34. 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!

35. Website Tools on C-Box

36. 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!

37. Buttons: Link to APICS site or Your Pages APICS Vanity URLs [shortcuts]1 & 2: www.apics.org/join3 & 4: www.apics.org/events5 & 6: www.apics.org/careers7 & 8: www.apics.org/certification9 & 10: www.apics.org/publications11 & 12: www.apics.org/research Sizes125x125 px (small, square)

38. Buttons: Highlight Links to Information APICS Universal Buttons1 & 2: URL for your Event/Demo3 & 4: www.apics.org/careers [or your workshop/sessions/etc]5 & 6: www.apics.org/events [or your event]7 & 8: www.apics.org/certification9 & 10: www.apics.org/join [or your page]11 & 12: www.apics.org/research [or your links]

39. APICS Social Media: Your Site Replace Your Logos with your Chapter logo, or the APICS “A” Avoid the “out-of-the-box” logos Update your social media sites name to match your Chapter’s name Use these social media icons when linking from your site:

40. Quick Guide to Color and Font Standards

41. 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

42. Customize the PDF Brochures

43. Standards Guide

44. Everything You Need to Know…

45. Business Cards & Stationery

46. 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.

47. APICS Learn It – Share It Today! Works on smart phones.

48. 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.

49. 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

50. 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.