APICS Brand Launch. September 28, APICS Leadership Summit. Jane Pearson Director, Global Communications

Transcription

1 APICS Brand Launch September 28, 2013 APICS Leadership Summit Jane Pearson Director, Global Communications Jennifer Daniels Vice President, Marketing

2 Contents We re Launching the New APICS Brand October 1! APICS Brand Journey APICS Brand Defined APICS Brand Identity APICS Key Messages Communicating with Members and Customers For Districts and Chapters Only Brand Ambassador Top 10 Launch Schedule and Sneak Peek 2 Private and Confidential 2013 APICS

3 Where We ve Been 3 Private and Confidential 2013 APICS

4 Where We re Going on October 1 4 Private and Confidential 2013 APICS

5 And Here 5 Private and Confidential 2013 APICS

6 APICS Brand Launch Video See it Tomorrow! 6 Private and Confidential 2013 APICS

7 New Branding is Sending a Signal to the World We did our research and learned that APICS has evolved. We are Operations management Independent The body of knowledge An Educator Career builders A certifying body And we are also Supply chain Credible A source of innovation A Partner Demand creators A transformative force 7 Private and Confidential 2013 APICS

8 THE BRAND DEFINED Mission, position, promise, pillars and profile

9 We re on a Mission The mission statement was approved by the APICS Board of Directors and sets direction for the APICS association. APICS Mission Statement APICS builds and validates knowledge in supply chain and operations management. We enable our community of members, affiliates, and customers to lead in the global marketplace. 9 Private and Confidential 2013 APICS

10 APICS Brand Position The Organization s Belief and Promise Brand Position APICS develops and empowers supply chain professionals and their organizations. We are essential partners in transforming the way people do business, drive growth, and reach global customers. Brand Promise APICS creates exciting possibilities for current and future supply chain leaders to deliver, innovate and impact our world. 10 Private and Confidential 2013 APICS

11 Positioning APICS for Continued Success Three Pillars Define Our Brand Supply chains extend across time zones, continents and cultures. APICS offers operations management expertise wherever your supply chain takes you. APICS is a strategic partner for its members and customers. We are a resource for professional development strategies and supply chain strategies that span entire organizations. APICS is at the forefront of the industry, challenging the status quo, uncovering the trends and providing the information needed to advance supply chain and operations management excellence. 11 Private and Confidential 2013 APICS 11

12 What Does this Mean for You? Our brand pillars should guide every action and interaction. Now is the time to ask: What does it mean to be global? What does it mean to be strategic? What does it mean to be responsive? As leaders now is the time to commit to living our brand. These actions will strengthen our brand and organization. This is our journey. 12 Private and Confidential 2013 APICS

13 BRAND IDENTITY The APICS name and our new logos.

14 What Is APICS? APICS is the leading association for supply chain and operations management. Our name and logo leverage the strong brand and reputation we ve built since we were founded in 1957 (as the American Production and Inventory Control Society). 14 Private and Confidential 2013 APICS

15 What Does APICS Stand for Now? APICS is recognized as the premier provider of research, education and certification programs focused on supply chain and operations management. We set the industry standard. Our programs are highly respected because we are an independent, global volunteer organization that builds, validates, updates and maintains the body of knowledge for our profession. 15 Private and Confidential 2013 APICS

16 What s Changed? We re APICS. We are no longer APICS The Association for Operations Management. We realized years ago that our original name no longer fit an international association active in areas outside production and inventory control. To address our expansion, we began using the acronym APICS. Since that time, we ve become known as APICS around the world. We are embracing this perception and formally acknowledging the evolution of our name. APICS is no longer an acronym. It s become a proper noun. And it s what we are called. It s a name that s easy to say, easy to spell and serves us well. Out of respect to our heritage, we write APICS in all capital letters. 16 Private and Confidential 2013 APICS

17 APICS Logos 17 Private and Confidential 2013 APICS

18 Channel Partner Program Logos 18 Private and Confidential 2013 APICS

19 KEY MESSAGES Tell a strong and consistent story!

20 Brand Profile Message Framework Impact (brand vision) to be What business is this brand in? This should be an inspiration and an aspiration. Essence (personality) to feel How would you characterize the personality of the brand? Key strengths? Purpose (brand mission) to do How is this brand better and different from the competition? Power (claim) to say What is this brand s source of power? Its street cred? Internal battle cry? 20 Private and Confidential 2013 APICS

21 APICS Brand Profile Message Framework Impact Global supply chain excellence, innovation, and resilience Essence Smart and strong Purpose Premier provider of research, education, and certification programs for supply chain and operations management professionals and their organizations Power The end-to-end supply chain experts 21 Private and Confidential 2013 APICS

22 Impact (Brand Vision) APICS is committed to global supply chain excellence, innovation and resilience. Committed serious, invested Global our reach Supply chain our focus Excellence beyond better, faster, cheaper Innovation at the forefront, leading the industry and profession Resilience reducing risk, managing adversity 22 Private and Confidential 2013 APICS

23 Purpose (Brand Mission) APICS is the premier provider of research, education, and certification programs for supply chain and operations management professionals and their organizations. Premier provider the best; we set the standard; broadest reach Research proprietary research is conducted through our foundation Education proprietary content, courseware, conferences, seminars Certification programs industry-leading CPIM and CSCP designations Supply chain and operations management professionals our focus and target audience Organizations address the B2B market segment and impact APICS can have on supply chain organizations 23 Private and Confidential 2013 APICS

24 Essence (Personality) We re smart and strong. Brand personality and voice attributes Smart Authentic Bold Global Smart No one knows supply chain and operations management like we do. We set the standard. Strong We have a long history, a global network, 37,000+ members, FF500 corporate clients, a solid balance sheet, and we re on a growth trajectory. What we say and how we say it impacts how audiences interpret the APICS brand. The brand voice is the distinct way APICS communicates with audiences. Modern Human 24 Private and Confidential 2013 APICS

25 Positioning The end-to-end supply chain experts We address the full supply chain continuum. No one knows supply chain and operations management like we do. We build, validate, update and maintain the body of knowledge for our profession. Our content, courseware and educational programs are unrivaled. APICS certifications and professional designations are the most respected in the industry. Individuals with APICS designations are sought after and command higher salaries. Companies with APICS-trained teams have higher-performing supply chains. 25 Private and Confidential 2013 APICS

26 Value Proposition Supply chains are a strategic asset. When organizations focus on supply chain excellence, they can achieve 70%* higher performance. APICS partners with individuals and companies to strengthen and validate supply chain knowledge. Through its education and certification programs, APICS builds an engaged and highly competent workforce that becomes a key contributor to corporate success. Companies that partner with APICS document significant improvements in supply chain operations. APICS is also a network of motivated and talented individuals that fosters collaboration and career development. Individuals with APICS designations earn up to 21% more than their peers. This network returns information and facilitates APICS research, keeping APICS at the forefront of supply chain developments and ensuring APICS is responsive to the needs of the supply chain and operations management community. 26 Private and Confidential 2013 APICS *pwc, Global Supply Chain Survey 2013

27 Elevator Pitch APICS is the premier provider of education, certification and research for supply chain and operations management professionals. APICS also is the largest supply chain association in the world with a network of more than 37,000 members and over 250 channel partners. APICS best-in-class certifications have set the global standard for supply chain and operations management excellence for over 40 years. In fact, nearly 115,000 individuals have earned an APICS CSCP or CPIM designation. In the realm of associations that offer supply chain research, education, certifications and professional development opportunities, APICS is the leader. 27 Private and Confidential 2013 APICS

28 Tell Me More Our members and customers come to APICS to access the most up-to-date, relevant body of knowledge in supply chain and operations management. They consider us strategic partners because we are responsive to their needs and provide the information that enables them to build smart, highperforming supply chains. Employers include APICS certification preferred in their job descriptions when they want to hire supply chain experts who are prepared to perform at a higher level. Corporations (such as BASF, DuPont, Ingersoll Rand) turn to APICS for training programs that elevate the performance of their complex supply chains and deliver measurable results. 28 Private and Confidential 2013 APICS

29 PR Boilerplate About APICS APICS is the leading professional association for supply chain and operations management and the premier provider of research, education and certification programs that elevate supply chain excellence, innovation and resilience. APICS Certified in Production and Inventory Management (CPIM) and APICS Certified Supply Chain Professional (CSCP) designations set the industry standard. With over 37,000 members and more than 250 international partners, APICS is transforming the way people do business, drive growth and reach global customers. To learn more about APICS, visit apics.org. 29 Private and Confidential 2013 APICS

30 THE APICS STRATEGIC ADVANTAGE

31 What Sets APICS Apart? Reasons to believe and belong We set the industry standard We are everywhere your supply chain operates We offer unmatched expertise We are a proven partner We are committed to ongoing innovation 31 Private and Confidential 2013 APICS

32 Key Differentiator: We set the industry standard Our certifications are considered the gold standard in our industry because they are: Supported by rigorous, high-stakes, psychometrically validated exams Feature practitioner-based study materials that are annually reviewed and updated Preferred by employers: APICS designation preferred is a common requirement Known to increase earning potential: APICS designees earn 14 to 21% more than their colleagues without certification 32 Private and Confidential 2013 APICS

33 Key Differentiator: We are everywhere your supply chain operates We offer an unrivaled global network. Largest affiliated community of any supply chain organization Active, engaged membership of more than 37,000 Locally available with more than 250 partners around the globe, in 50 countries, with members in over 100 countries Ability to deliver training and testing wherever it s required 33 Private and Confidential 2013 APICS

34 Key Differentiator: We offer unmatched expertise We have access to an unequaled depth and breadth of supply chain and operations management knowledge. Update, validate and maintain the profession s body of knowledge Knowledge is powered by the largest global network of members, partners, instructors and volunteer subject matter experts Content covers the broadest range of topics in supply chain management 34 Private and Confidential 2013 APICS

35 Key Differentiator: We are a proven partner We develop globally recognized courseware that is highly valued by individuals and employers. Designed to suit all career levels Principles of Operations Management course for foundational learning Certification courses to prepare for exams that lead to designations Topic-specific content for anyone interested in honing expertise Positively impact participants careers Certification designees have higher average salaries than their peers They are sought after by employers Positively impact companies supply chains Companies that embrace APICS education have improved supply chain performance 35 Private and Confidential 2013 APICS

36 Key Differentiator: We are committed to ongoing innovation We facilitate a culture of progress with the purpose of advancing supply chain excellence. We are engaged in continuous collaboration with practitioners, academics and corporations. We use our insight and innovation to elevate the global supply chain community through strategic thought leadership distributed via a variety of channels. 36 Private and Confidential 2013 APICS

37 COMMUNICATING WITH MEMBERS & CUSTOMERS Introduce our brand and advance your relationships.

38 Communicating with Members Throw a brand launch party! Discuss the brand pillars and messaging Train your team on the elevator pitch Send out a message with the press release Visit C-Box and share the updated materials 38 Private and Confidential 2013 APICS

39 Sample Content Chapter Members, I m very pleased to share with you this moment in APICS s history. On October 1 APICS announced that it would be rebranding the organization. You ll notice the new logos and refreshed website, but this change signals much more. APICS is positioning itself for the future and this future includes you. We re all a part of a global organization that is committed to advancing supply chain excellence, innovation and resilience. Our new branding signals our commitment to staying at the forefront of our field and advancing our profession. I encourage you to attend our next meeting to learn more. In the meantime, view the attached press release and visit apics.org 39 Private and Confidential 2013 APICS

40 Communicating with Prospects and Customers Update your website with your new logo Add content discussing the brand update Send a note attaching or linking to the press release Forward updated to brochures to current prospects Use the brand video to begin sales meetings 40 Private and Confidential 2013 APICS

41 FOR DISTRICTS AND CHAPTERS ONLY The New C-Box Brand Standards Website Templates Brand checklist

42 Visit C-Box After Conference 42 Private and Confidential 2013 APICS

43 Your Brand Standards Bible 43 Private and Confidential 2013 APICS

44 Everything You Need to Know 44 Private and Confidential 2013 APICS

45 District and Chapter Websites Sample Website Mock-Up Currently gathering feedback on website needs and costs Preparing a digital style guide and template files to aide site updates Exploring potential website solutions for districts and chapters Districts and chapters need to update logos on websites on October Private and Confidential 2013 APICS

46 Brand Checklist 1. Bookmark C-Box: 2. Download and read APICS Brand Identity Standards 3. Request your logo package from Chapter Relations at 4. Get ready to post new logo on website on October 1 A word about business cards the files are posted on C-Box now. We are working on an online ordering system that should launch October Private and Confidential 2013 APICS

47 BRAND AMBASSADOR Top 10 Together we can increase brand awareness, equity and impact!

48 1. Name APICS APICS The Association for Operations Management 48 Private and Confidential 2013 APICS

49 2. Logo 49 Private and Confidential 2013 APICS

50 Don t Alter the Logo 50 Private and Confidential 2013 APICS

51 3. Colors 51 Private and Confidential 2013 APICS

52 4. Images APICS brand personality is smart, authentic, bold, global, modern and human. Full bleed imagery Silhouette imagery No clip art! 52 Private and Confidential 2013 APICS

53 5. Infographics 53 Private and Confidential 2013 APICS

54 6. Typography Corporate typefaces for professionally designed materials. PC system typefaces for use in business materials and websites. 54 Private and Confidential 2013 APICS

55 7. Clear Space The clear space minimum is equal to ½ the height and width of the A letter form in the logo. 55 Private and Confidential 2013 APICS

56 8. Copy Follow a simple formula to ensure marketing and sales material makes the CUTTT! Compelling Useful Timely Transactional Targeted 56 Private and Confidential 2013 APICS

57 9. Prospect and Client Logos Never snag a prospect or client logo off a website and use it in a presentation or piece of collateral. This is a big no-no and violation of copyright law. We want prospects and clients to notice our brand and come to associate our excellent research, education and certification programs with the APICS brand. 57 Private and Confidential 2013 APICS

58 10. Brand Questions? 58 Private and Confidential 2013 APICS

59 LAUNCH SCHEDULE Get ready to rock our new brand!

60 Brand Launch Schedule July 8: Launch C-Box and release logo packages September 24: APICS staff internal launch September 28: Brand Training at Leadership Summit September 29: Brand preview at APICS 2013 October 1: Public launch Materials are being released to C-Box now. Contact with questions. 60 Private and Confidential 2013 APICS

61 SNEAK PEEK Check out our new look!

62 New APICS Dictionary Fourteenth Edition Releasing at APICS 2013 Content powers new term look-up mobile app called Learn It that features an APICS word of the day and a flashcard game. 62 Private and Confidential 2013 APICS

63 Preview APICS Learn It App Works on smart phones. Launching at APICS Private and Confidential 2013 APICS

64 Increase Vocabulary with Term of the Day 64 Private and Confidential 2013 APICS

65 Look Up Terms in APICS Dictionary 65 Private and Confidential 2013 APICS

66 Test Knowledge with Flashcards 66 Private and Confidential 2013 APICS

67 Have fun with Learn It! 67 Private and Confidential 2013 APICS

68 THANK YOU for listening. The Marketing Team is looking forward to working with you to build the APICS brand.