Developing a market plan

Advancing Productivity, Innovation, and Competitive Success

APICSLeadership Institute

Developing a Marketing Plan

for Your Chapter

Advancing Productivity, Innovation, and Competitive Success© APICS 2005

San Gabriel Valley ChapterNo. 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



BSCM is the most popular class

Why?

1. Addresses immediate training need for companies

a. High school graduates lacking in formal Supply Chain training

b. Not a need to get a CPIM

2. Its title relates to Supply Chain

3. It can work as a stand-alone


A Product to Market?Class Retention Marketing Total

BSCM 12 12

MPR 7 3 10

DSP 6 3 9

ECO 5 3 8

SMR 5 1 6

Assumes retention rate of 60%


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



Just Market BSCM Class

Feed other classes from BSCM

Two classes per week

Need at least 4 instructors



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 PostcardIs your staff primarily expediting (putting out fires) rather than organizing and planning? Here’s a solution to your current problem!

Get your staff professionally trained in manufacturing planning in their spare time so they can take the load off you and your organization!

As trainers, we offer experienced professional consultants and managers who have day-to-day experience in improving conditions at both large and small manufacturing facilities.

Some clients include:Northrop GrumanBoeingJPLNestle3M CorporationParamount PicturesSees CandiesAvonBiosense Webster3MComposite StructuresLocktiteDisneyJPLAvery

The Basics of Supply Chain Management CourseTuesday July 8, 2008

Explore the basic concepts of managing the flow of materials in a supply chain. In this course, you get a complete overview of work and material flow from internal and external suppliers, from vendors and to your customers.

The BSCM is the first course of CPIM Certification. Foundation topics include:Basic supply chain terms and conceptsMPS and MRP System PlanningInventory Control/ ManagementTotal Quality Management (TQM)Demand PlanningForecasting principles and conceptsCapacity ManagementJust-in-Time (JIT)Purchasing conceptsAccounting principles

80% of our students who take the exam pass it!

Course Facts10 training sessions on Tuesdays 6:30 to 9:30 PMBasic course reference book supplied.Fees – member: $395; non-member: $445Starts Tue July 8, 2008

Convenient registration:

Web site:

http://www.apics-sgv.org(Pay Pal available)

For more information:Call Bob Ratcliffe, Dir Education626·282-4664

Location:SpringHill Mariott Hotel99 Second Ave. Arcadia, CA 91006Phone: (888) 287-9400

Also delivering Detailed Scheduling and Planning course starting 7/15/08. See our web site!


www.usps.comMailing 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

Preparation Schedule for CPIM Class

Enter date of first class: 08-Jul-08

FunctionMass Mailing 1

Mass mailing 2 Emailing 1

Estimate students

Order books Emailing 2

Confirm rooms

Teaching schedule Class date

Responsibility Marketing Marketing Membership Education Education Membership Education EducationEducation/Marketing

Date 06-Jun-08 17-Jun-08 24-Jun-08 27-Jun-08 28-Jun-08 01-Jul-08 01-Jul-08 02-Jul-08 08-Jul-08


Web Site: www.apics-sgv.orgPre-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

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 protected]

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


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 TrainingNow:

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

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