Branch Chairs Conference Friday 21 November 2014 Crowne Plaza NEC, Birmingham Leading global excellence in procurement and supply
CIPS Branch Communication Local Marketing Stuart Quinn 21 st November 2014 Leading global excellence in procurement and supply
Where we were… Branch Conference 2012 2012 Leading global excellence in procurement and supply
Branch Conference 2013 2013 Leading global excellence in procurement and supply
2013 Leading global excellence in procurement and supply
Well, here we are! (So, how has it gone?) Leading global excellence in procurement and supply
Direct Mail Format Unsubscribe option Personalised Respond directly Privacy Policy Leading global excellence in procurement and supply
Direct Mail Format Leading global excellence in procurement and supply
Direct Mail Format Leading global excellence in procurement and supply
Sent to members updating Update members on event them on the Cheshire Sustainability survey Professionals Institutes date change due to the World Cup network and free launch 45% event 41% 38% Students feedback about Promoting their latest Updated members on May topics or events relative to branch event and for info events and activities , them going on in the region providing summary of events and link to book June 45% 44% event On Message 33% Promoting event in Introduction to committee September in lieu of branch Promoted Feb event for relaunch of branch mailing Member views and (What have we been saying?) 30% suggestions 70% 55% 39% Sustainability survey - follow- Highlights and summary of up events in March and April Sustainability survey - wider 38% reach 45% Summary of statistics from 49% last branch e-mail communication (open Promoting their branch Promoting delayed first rates) and romote branch event on 2nd July event of the year meeting in June 27% 68% 41% Leading global excellence in procurement and supply
Sent to members updating Update members on event them on the Cheshire Sustainability survey Professionals Institutes date change due to the World Cup network and free launch 45% event 41% 38% Students feedback about Promoting their latest Updated members on May topics or events relative to branch event and for info events and activities , them going on in the region providing summary of events and link to book June 45% 44% event 33% Promoting event in Introduction to committee September in lieu of branch Promoted Feb event for relaunch of branch mailing Member views and 30% suggestions 70% 55% 39% Sustainability survey - follow- Highlights and summary of up events in March and April Sustainability survey - wider 38% reach 45% Summary of statistics from 49% last branch e-mail communication (open Promoting their branch Promoting delayed first rates) and romote branch event on 2nd July event of the year meeting in June 27% 68% 41% Leading global excellence in procurement and supply
Does it work? Leading global excellence in procurement and supply
Branches: messages sent to members Messages: 18 (8 branches) Leading global excellence in procurement and supply
Distribution: number of messages sent Unique members: 8021 (8 branches) Leading global excellence in procurement and supply
Reach: number of messages delivered Hit Rate: 97% - 99.5% Leading global excellence in procurement and supply
Engagement: email open rates High: 70% Low: 27% Average: 45% Leading global excellence in procurement and supply
Follow-up: email open, link click High: 10% Low: 1% Average: 3% Leading global excellence in procurement and supply
Leading global excellence in procurement and supply
Leading global excellence in procurement and supply
Opens Clicks 0% 10% 20% 30% 40% 50% 60% 70% 80% 45% Ave 3% 27% Min 1% 72% Max 10% • Business to business services 22% • Business to consumer marketing 23% Stats • Public Sector 34% • Sales and Marketing 21% (How do we compare?) • CIPS branch average is 45% compared with industry average of 23% • CIPS highest is significantly higher Source: http://www.smartinsights.com/email-marketing/email- communications-strategy/statistics-sources-for-email-marketing/ Leading global excellence in procurement and supply
Opens Clicks 0% 10% 20% 30% 40% 50% 60% 70% 80% 45% Ave 3% 27% Min 1% 72% Max 10% • Business to business services 22% • Business to consumer marketing 23% Stats • Public Sector 34% • Sales and Marketing 21% • CIPS branch average is 45% compared with industry average of 23% • CIPS highest is significantly higher Source: http://www.smartinsights.com/email-marketing/email- communications-strategy/statistics-sources-for-email-marketing/ Leading global excellence in procurement and supply
Successes Leading global excellence in procurement and supply
Successes • Format – a template is now live and in use – simple and it works! • Process – CIPS have established a process to manage the local communication requests • Secure – no complaints regarding data protection, no requirement for branches to store or maintain member details • Engagement - ‘ P ersonal communication’ has been very successful for the Branches that have used it – Very high hit rate / good data integrity – Industry leading open and read rates • Effective – even in the social media age, email remains a highly effective medium to reach members • Measurement – Although some cursory analysis has been done, greater use will help to refine the success of types of communication Leading global excellence in procurement and supply
Pilot Outcomes Leading global excellence in procurement and supply
Pilot Outcomes • Tool – The tool is open to all Branches to use, it is secure, professional and maintains the CIPS corporate brands whilst at the same time enabling more personal and local messages • Content – Event reminders have been sent, although this is not the primary use and there are other CIPS communications to do this – there is a real opportunity to add member value and duplication may turn members off • Justification – Low uptake to date means that, as a Branch Working Group, we cannot currently justify the implementation of the ‘Integrated solution’ (cost £14k); however the ‘interim solution’ approach will become “business as usual” until such a case can be made • Use – Really important that this service is used to establish if it is reaching the people we are trying to engage - current data isn’t sufficient to draw accurate conclusions but is encouraging very encouraging • Summary – Successful pilot but this is being under-utilised – member contact details are not necessary to message members – however there is clearly a demand for local communication Leading global excellence in procurement and supply
Branch Pages • Although ‘click through’ rates have been low compared to engagement we do need to continue to promote use of the branch pages • These are now updated and live and look excellent! Leading global excellence in procurement and supply
Leading global excellence in procurement and supply
Thank you (And keep up the good work!) Leading global excellence in procurement and supply
Branch Chairs Conference Friday 21 November 2014 Crowne Plaza NEC, Birmingham Leading global excellence in procurement and supply
Profession of Choice Update Emma Scott Representation Manager, CIPS Nov 14 Leading global excellence in procurement and supply
What we’ve been doing • Be a buyer website launch • Materials to UK secondary schools • Careers fairs • New materials for members • Partner organisations • Adverts and emails through CDI • Professions Week • Adopt a school campaign Leading global excellence in procurement and supply
What you can expect to see • What procurement roles look like • Real industry case studies • Routes to entry • Case studies from people in procurement • CV and interview tips • Placements and work experience • New resources for tutors, careers advisors and members • Links to job pages Leading global excellence in procurement and supply
Leading global excellence in procurement and supply
Leading global excellence in procurement and supply
Leading global excellence in procurement and supply
Leading global excellence in procurement and supply
Leading global excellence in procurement and supply
Resources for you Leading global excellence in procurement and supply
Adopt a School • Careers talks • Help with CVs and interview techniques • Support careers fairs • Run mini challenges • Work experience placements • Site visits and factory tours • Branch led events Leading global excellence in procurement and supply
Adopt-a-school programme 2014 Fiona Wood
Agenda • Introductions • Adopt-a-school programme at FPSS – Achievements to date – Our plans – Deliverables • Lessons learned • How to get the best out of your adopt- a-school relationship
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