Slide 1:Region VIII Marketing Brief Marketing Strategies for 2005 Renewal and Growth A Multi-level Approach John Skelton, MA CPIM President, Durham APICS Chapter


Slide 2:“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."


Slide 4:“"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 :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 :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 :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 :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 :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 :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 :Region VIII Marketing Brief The Weapons Arsenal


Region VIII Marketing Brief :Region VIII Marketing Brief


Region VIII Marketing Brief :Region VIII Marketing Brief


Region VIII Marketing Brief :Region VIII Marketing Brief


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 :Region VIII Marketing Brief Regional Advertising Campaign Some concepts…


Slide 17:Advancing Productivity, Innovation, and Competitive Success Visit us at: www.APICS-Durham.org 905-571-2994 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 Materials Management Supply Chain Logistics Production Inventory


Slide 18:Advancing Productivity, Innovation, and Competitive Success Visit us at: www.APICS-Durham.org 905-571-2994 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. Total Quality Purchasing Supply Chain Materials Management Logistics Production Inventory


Slide 19:Inventory Supply Chain Production Materials Management Logistics Purchasing Total Quality Advancing Productivity, Innovation, and Competitive Success Visit us at: www.APICS-Durham.org 905-571-2994 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.


Slide 20:Inventory Supply Chain Production Materials Management Logistics Purchasing Total Quality Advancing Productivity, Innovation, and Competitive Success Visit us at: www.APICS-Durham.org 905-571-2994 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.


Slide 21:Advancing Productivity, Innovation, and Competitive Success Visit us at: www.APICS-Durham.org 905-571-2994 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 Materials Management Supply Chain Logistics Production Inventory


Slide 22:Inventory Supply Chain Production Materials Management Logistics Purchasing Total Quality Advancing Productivity, Innovation, and Competitive Success Visit us at: www.APICS-Durham.org 905-571-2994 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.


Region VIII Marketing Brief :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 :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 :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 :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 :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


Slide 28:www.apics.ca Simcoe Chapter Durham Chapter Toronto Chapter newsletter Executive Roster newsletter Education Pres.’s Message membership Education Education membership membership Pay Pal Advertisers Doc. Manager Pres.’s Message Jobs newsletter Home Page Home Page Home Page Chapter Locator


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


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


Region VIII Marketing Brief :Region VIII Marketing Brief The Dirty Dozen Deliverables


Region VIII Marketing Brief :Region VIII Marketing Brief The Dirty Dozen Deliverables


Region VIII Marketing Brief :Region VIII Marketing Brief The Dirty Dozen Deliverables


Slide 39:Region VIII Marketing Brief


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


Region VIII Marketing Brief :Region VIII Marketing Brief Be ready to Execute!


Slide 42:Region VIII Marketing Brief