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APICS Leadership Institute Developing a Marketing Plan for Your Chapter
San Gabriel Valley Chapter No. of Students October 2006 20 August 2007   2 June 2008 12 Same instructors, same body of knowledge…
Underlying Premise The more students that you attract….. … the more members you obtain.
A Product to Market? This is probably what many Chapters have as an Educational structure: BSCM (10 weeks) MPR (8 weeks) DSP (9 weeks) ECO (9 weeks) SMR (9 weeks) Total: One year
A Product to Market? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Product to Market? Assumes retention rate of 60% 6 1 5 SMR 8 3 5 ECO 9 3 6 DSP 10 3 7 MPR 12 12 BSCM Total Marketing Retention Class
Offer BSCM in Parallel BSCM (10 weeks)  BSCM (10 weeks)  MRP (8 weeks) BSCM (10 weeks)  DSP (9 weeks) BSCM (10 weeks)  ECO (9 weeks)
A Product to Market? BSCM (10 weeks)  MPR (8 weeks) 12   7 BSCM (10 weeks)  DSP (9 weeks) 12 11 BSCM (10 weeks)  ECO (9 weeks) 12 14 BSCM (10 weeks)  SMR (9 weeks) 12 12
A Product to Market? Just Market BSCM Class Feed other classes from BSCM Two classes per week Need at least 4 instructors
A Product to Market? So… We now know what we want to market What are the mechanics of the Marketing Plan?
InfoUSA – Selection Criteria >= $5 Million in revenues Area Codes and Zip Codes (Thomas Guide): 210   10   60 Contact Names: Plant Manager, Operations Manager etc. 1,700 Companies for $250 - $500
Manufacturers 23 APPAREL & OTHER FINISHED PRODUCTS MFRS 24 LUMBER & WOOD PRODS EXCEPT FURNTR MFRS 25 FURNITURE & FIXTURES MFRS 26 PAPER & ALLIED PRODUCTS MFRS 27 PRINTING PUBLISHING & ALLIED INDUSTRIES 28 CHEMICALS & ALLIED PRODUCTS MFRS 29 PETROLEUM REFINING & RELATED INDS MFRS 30 RUBBER & MISCELLANEOUS PLASTICS MFRS
Manufacturers - continued 31 LEATHER & LEATHER PRODUCTS MFRS 32 STONE CLAY GLASS & CONCRETE PRODS MFRS 33 PRIMARY METAL INDUSTRIES MFRS 34 FABRICATED METAL PRODUCTS MFRS 35 INDUSTRIAL & COMMERCIAL MACHINERY MFRS 36 ELECTRONIC & OTHER ELECTRICAL EQUIP MFR 37 TRANSPORTATION EQUIPMENT MFRS 38 MEASURING & ANALYZING INSTRUMENTS MFRS 39 MISCELLANEOUS MANUFACTURING INDS MFRS
Results? 10 – 12 Students registered for BSCM Class If………….. Executed correctly!
The benefit of our experience…. There are price breaks at certain quantities so be careful about adding zip codes Spend several hours to get exactly what you want Use Excel or Access to query file Get statistics of companies in your Chapter
The Postcard ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
www.usps.com Mailing Tools Direct Mail (Advertising) Click2Mail Upload Excel file (addresses) and Word document (postcard) Click2Mail validates addresses against USPS database Shows the cost  Use credit/debit card
Marketing Execution Plan
Web Site: www.apics-sgv.org Pre-Register for Classes We need to know how many books to order Name: APICS Number: Job Description: Company: Address: Phone: Email: Which Class? How did you learn about the class?
Registration APICS - San Gabriel Valley Chapter Your Shopping Cart                            APICS - San Gabriel Valley Chapter Your Shopping Cart                            Student_Name:  Caroline Smith APICS_Number:  1657798 Job_Descr:  Director, Operations Company:  eSolar Address:  130 W. Union St. City_State_ZIP: Pasadena, CA 91103 Bus_Phone:  626-685-1876 Email:  [email_address] Driving:  Pasadena BSCM_Apr15:  Yes  MPR_Apr22:  BSCM_Jul8:  DSP_Jul15:  BSCM_Sep30:  SMR_Oct7:  Exam:  Exam Immediate Payment:  Bring Check Date:  2008-07-12 Time:  01:07 AM -0400 How_Learn: My boss told me Item Options Quantity Remove Amount Basics of Supply Chain Management Item # Supply Chain - Members   Subtotal: $395.00 USD $395.00 USD                                                                                                                                                                                                                                                                                 Item Options Quantity Remove Amount Basics of Supply Chain Management Item # Supply Chain - Members   Subtotal: $395.00 USD $395.00 USD                                                                                                                                                                                                                                                                                
Web Site / Finances Basics of Supply Chain Management Add to Cart Master Planning of Resources Add to Cart Detailed Scheduling and Planning Add to Cart Execution and Control of Operations Add to Cart Strategic Management of Resources Add to Cart San Gabriel Valley Chapter
Then What? Follow up emails to registered students Director of Education gives first class: Introduces students to APICS organization Gets to know the students (Extension of marketing plan)
The Future CSCP? Enlarge instructor base Structure/format of the classes Lean Manufacturing seminars?
In-house Training Now: JPL – Basics of Supply Chain Management Accu-sembly – Customized Basics of Supply Chain Management Recently (within the last 12 months): JPL – Fundamentals of Inventory Control Avon – Basics of Supply Chain Management Teknor Apex - Basics of Supply Chain Management
The San Gabriel Valley Chapter of APICS www.apics-sgv.org

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Developing a market plan

  • 1. APICS Leadership Institute Developing a Marketing Plan for Your Chapter
  • 2. San Gabriel Valley Chapter No. of Students October 2006 20 August 2007 2 June 2008 12 Same instructors, same body of knowledge…
  • 3. Underlying Premise The more students that you attract….. … the more members you obtain.
  • 4. A Product to Market? This is probably what many Chapters have as an Educational structure: BSCM (10 weeks) MPR (8 weeks) DSP (9 weeks) ECO (9 weeks) SMR (9 weeks) Total: One year
  • 5.
  • 6. A Product to Market? Assumes retention rate of 60% 6 1 5 SMR 8 3 5 ECO 9 3 6 DSP 10 3 7 MPR 12 12 BSCM Total Marketing Retention Class
  • 7. Offer BSCM in Parallel BSCM (10 weeks) BSCM (10 weeks) MRP (8 weeks) BSCM (10 weeks) DSP (9 weeks) BSCM (10 weeks) ECO (9 weeks)
  • 8. A Product to Market? BSCM (10 weeks) MPR (8 weeks) 12 7 BSCM (10 weeks) DSP (9 weeks) 12 11 BSCM (10 weeks) ECO (9 weeks) 12 14 BSCM (10 weeks) SMR (9 weeks) 12 12
  • 9. A Product to Market? Just Market BSCM Class Feed other classes from BSCM Two classes per week Need at least 4 instructors
  • 10. A Product to Market? So… We now know what we want to market What are the mechanics of the Marketing Plan?
  • 11. InfoUSA – Selection Criteria >= $5 Million in revenues Area Codes and Zip Codes (Thomas Guide): 210 10 60 Contact Names: Plant Manager, Operations Manager etc. 1,700 Companies for $250 - $500
  • 12. Manufacturers 23 APPAREL & OTHER FINISHED PRODUCTS MFRS 24 LUMBER & WOOD PRODS EXCEPT FURNTR MFRS 25 FURNITURE & FIXTURES MFRS 26 PAPER & ALLIED PRODUCTS MFRS 27 PRINTING PUBLISHING & ALLIED INDUSTRIES 28 CHEMICALS & ALLIED PRODUCTS MFRS 29 PETROLEUM REFINING & RELATED INDS MFRS 30 RUBBER & MISCELLANEOUS PLASTICS MFRS
  • 13. Manufacturers - continued 31 LEATHER & LEATHER PRODUCTS MFRS 32 STONE CLAY GLASS & CONCRETE PRODS MFRS 33 PRIMARY METAL INDUSTRIES MFRS 34 FABRICATED METAL PRODUCTS MFRS 35 INDUSTRIAL & COMMERCIAL MACHINERY MFRS 36 ELECTRONIC & OTHER ELECTRICAL EQUIP MFR 37 TRANSPORTATION EQUIPMENT MFRS 38 MEASURING & ANALYZING INSTRUMENTS MFRS 39 MISCELLANEOUS MANUFACTURING INDS MFRS
  • 14. Results? 10 – 12 Students registered for BSCM Class If………….. Executed correctly!
  • 15. The benefit of our experience…. There are price breaks at certain quantities so be careful about adding zip codes Spend several hours to get exactly what you want Use Excel or Access to query file Get statistics of companies in your Chapter
  • 16.
  • 17. www.usps.com Mailing Tools Direct Mail (Advertising) Click2Mail Upload Excel file (addresses) and Word document (postcard) Click2Mail validates addresses against USPS database Shows the cost Use credit/debit card
  • 19. Web Site: www.apics-sgv.org Pre-Register for Classes We need to know how many books to order Name: APICS Number: Job Description: Company: Address: Phone: Email: Which Class? How did you learn about the class?
  • 20. Registration APICS - San Gabriel Valley Chapter Your Shopping Cart                            APICS - San Gabriel Valley Chapter Your Shopping Cart                            Student_Name: Caroline Smith APICS_Number: 1657798 Job_Descr: Director, Operations Company: eSolar Address: 130 W. Union St. City_State_ZIP: Pasadena, CA 91103 Bus_Phone: 626-685-1876 Email: [email_address] Driving: Pasadena BSCM_Apr15: Yes MPR_Apr22: BSCM_Jul8: DSP_Jul15: BSCM_Sep30: SMR_Oct7: Exam: Exam Immediate Payment: Bring Check Date: 2008-07-12 Time: 01:07 AM -0400 How_Learn: My boss told me Item Options Quantity Remove Amount Basics of Supply Chain Management Item # Supply Chain - Members   Subtotal: $395.00 USD $395.00 USD                                                                                                                                                                                                                                                                                 Item Options Quantity Remove Amount Basics of Supply Chain Management Item # Supply Chain - Members   Subtotal: $395.00 USD $395.00 USD                                                                                                                                                                                                                                                                                
  • 21. Web Site / Finances Basics of Supply Chain Management Add to Cart Master Planning of Resources Add to Cart Detailed Scheduling and Planning Add to Cart Execution and Control of Operations Add to Cart Strategic Management of Resources Add to Cart San Gabriel Valley Chapter
  • 22. Then What? Follow up emails to registered students Director of Education gives first class: Introduces students to APICS organization Gets to know the students (Extension of marketing plan)
  • 23. The Future CSCP? Enlarge instructor base Structure/format of the classes Lean Manufacturing seminars?
  • 24. In-house Training Now: JPL – Basics of Supply Chain Management Accu-sembly – Customized Basics of Supply Chain Management Recently (within the last 12 months): JPL – Fundamentals of Inventory Control Avon – Basics of Supply Chain Management Teknor Apex - Basics of Supply Chain Management
  • 25. The San Gabriel Valley Chapter of APICS www.apics-sgv.org