Chapter Marketing
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This document provides guidance on developing an effective marketing strategy and tactics for a chapter through three key steps. First, define your marketing strategy by knowing your capabilities and market, and setting clear goals. Second, engage the right target audiences through tactics with purpose, schedule, and measurable results. Tactics should execute the strategy. Third, learn from case studies and discussion by focusing on customer needs, collaborating with partners, and continually improving knowledge of your market. The overall aim is to increase chapter prosperity and awareness through a well-defined marketing approach.
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Chapter Marketing
- 1. CHAPTER MARKETING: STRATEGY THROUGH TACTICS FOR GREATER CHAPTER PROSPERITY AND AWARENESS Tim Salaver APICS Southwest District Meeting February 11, 2012
- 2. Define your marketing strategy • Know your marketing capabilities and tools • Familiarize yourself with your market • Meet new challenges • Be retrospective and introspective at the way you work (culture) • Know the expected outcome • Create a compelling story • Implement the marketing strategy through your tactics
- 3. New Markets
- 7. Today’s Overview • Familiarize yourself with a 1 chapter marketing strategy 2 • Who do you want to sell to? • Know your customers 3 through your tactics
- 8. Learning Objectives • Market to the right People • Market with the right Process • Market with the appropriate Technology • Reap the Benefits Effective Marketing
- 9. NEW MARKETS
- 10. New Markets The technology learning curve New 1 yr 2 yr 3 yr Customer Retention
- 11. Working Toward Market Mastery Achieve Mastery Activities Worked On Get Experienced Get Familiar Time Spent
- 12. Tactics must suit the strategy • Actions that lead to execution – A purpose – A schedule – A measurable result
- 13. A Marketing Purpose • It ensures that every tactic adheres to the principle outlined earlier: all tactics must help you achieve your strategic outcome. • It ensures you’re not wasting time on tasks that provide no return. • What goal or strategic outcome does the tactic advance or satisfy.
- 14. A Marketing Schedule • Most effective tactics contain a scheduling component • Add regular tactics to a calendar like Outlook • Actions move you towards your goals, while scheduling ensures actions are executed • This is your work plan
- 15. A Marketing Measurable Result • Number of LinkedIn connections • Number of PDM’s • Number of Press Releases/Announcements • Number of Attendees • Number of Impressions • The situation with Hult International Business School…is it repeatable? • How many contacts do you need to make to be successful?
- 16. Strategy • Create a conference for regional supply chain professionals of APICS, ISM, and CSCMP
- 17. Tactics • Personal marketing to members • Monthly to weekly updates • Create event specific website • Collaborate with partner organizations • Distribute literature far in advance • Send individual invitations • Recruit local and regional sponsors
- 18. Case Study • Focus on the Customer’s needs – Six Pack and NESCON – I am APICS – Talent and skills study – Meet with potential customers – Collaborate with business partners – The moral of the story
- 19. Discussion • What can learn from individual-based tactics • Best practices • Take-aways
- 20. Strategy • Create a community of supply chain professionals in the biotech industry
- 21. Tactics • Create an Advisory Board of Executives • Create a National conference of “Rock Star” speakers • Frequent Press Releases • Website • LinkedIn – BSMA – 901 – APICSGG – 539 – GSFBASQOLN – 169 • Industry specific topics and themes • Create new relationships at the highest levels of the organization • Collaborate with Industry, Academia, and Professional Organizations • Recruit Regional and National sponsors
- 22. Case Study • Focus on the Market Forces – Market study: Bio Supply Management Alliance – Meet with the decision makers – Collaborate with business partners – The moral of the story
- 23. Discussion • What can we learn from having greater knowledge about the market • Best practices • Take-aways
- 24. Summary • Define your marketing opportunities and challenges – Technological as well as personal – Appeal to the wider market as well as the customer • Set realistic expectations – Mastery of marketing is not achieved overnight • Keep your eye on the goal – Create greater awareness of your chapter activities • Mentorship programs • Professional Development • Talent Management – Focus on what you do best as your strategy with the resources available to you
- 25. QUESTIONS? TIM SALAVER, MBA, PMP, CSSMBB MANAGER, CORPORATE SYSTEMS THE CHEESECAKE FACTORY DIRECTOR OF CHAPTER DEVELOPMENT APICS SOUTHWEST DISTRICT PRESIDENT APICS GOLDEN GATE
Editor's Notes
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