CHAPTER MARKETING: STRATEGY THROUGH

TACTICS FOR GREATER CHAPTER PROSPERITY

AND AWARENESS

Tim SalaverAPICS Southwest District Meeting

February 11, 2012

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

New Markets

New Customers

New Colleagues

Engage in the discussion

• Familiarize yourself with a chapter marketing strategy1

• Who do you want to sell to?2

• Know your customers through your tactics3

Today’s Overview

Learning Objectives• Market to the right

People• Market with the right

Process• Market with the

appropriate Technology

• Reap the Benefits Effective Marketing

NEW MARKETS

New MarketsThe technology learning curve

New Cus-tomer

Retention

1 yr 2 yr 3 yr

Time Spent

Activ

ities

Wor

ked

On

Get Familiar

Achieve Mastery

Working Toward Market Mastery

Get Experience

d

Tactics must suit the strategy

• Actions that lead to execution– A purpose– A schedule– A measurable result

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.

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

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?

Strategy

• Create a conference for regional supply chain professionals of APICS, ISM, and CSCMP

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

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

Discussion

• What can learn from individual-based tactics

• Best practices• Take-aways

Strategy

• Create a community of supply chain professionals in the biotech industry

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

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

Discussion

• What can we learn from having greater knowledge about the market

• Best practices• Take-aways

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

QUESTIONS?

TIM SALAVER, MBA, PMP, CSSMBBMANAGER, CORPORATE SYSTEMS

THE CHEESECAKE FACTORYDIRECTOR OF CHAPTER

DEVELOPMENTAPICS SOUTHWEST DISTRICT

PRESIDENTAPICS GOLDEN GATE