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ISM-NVA M ARKETING AND C OMMUNICATIONS P LAN 2012 - 2015.

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Presentation on theme: "ISM-NVA M ARKETING AND C OMMUNICATIONS P LAN 2012 - 2015."— Presentation transcript:

1 ISM-NVA M ARKETING AND C OMMUNICATIONS P LAN

2 Vision The Institute for Supply Management – Northern Virginia, Inc. (ISM- NVA), a proposed ISM affiliate, seeks to be a progressive, not-for profit association that exists to educate, develop, and advance the purchasing and supply management profession. Led by an all volunteer Board of Directors, we provide our fellow members educational resources, professional networking opportunities, and career management tools. Members of ISM-NVA are recognized as world-class professionals. Mission To educate, develop, and advance the purchasing and supply management profession by providing opportunities to network, enhance professional skills, and increase the knowledge of our membership.

3 The purpose of the ISM-NVA Marketing Plan is to identify our target market, describe that market’s needs, and fulfill those needs. The ISM-NVA Marketing and Communications Plan strives to achieve its purpose in the context of ISM-NVA as a proposed ISM affiliate. For our target market in the geographic area of Northern Virginia, we seek to market to current ISM members, non-ISM members, and universities, colleges, community colleges, and academe that offer academic work in supply management. As a proposed ISM affiliate in the initial stages of affiliate formation, we have identified the following strategic marketing and communications objectives: establish and launch brand, attract and retain members, and maximize member participation.

4 In our geographic area of Northern Virginia, we seek to target: A.Supply management professionals who are ISM members who seek a progressive ISM affiliate with a strong orientation toward member service and education B.Supply management professionals who are not members of ISM C.Universities, colleges, community colleges, and academe that offer academic work in supply management

5 Establish and Launch BrandEstablish and Launch Brand 1 Attract and Retain MembersAttract and Retain Members 2 Maximize Member ParticipationMaximize Member Participation 3

6 ActivityTarget Market ResponsibleConsultedCompletion (Est.) Cost (Est.) Acquire DomainsAllVPN/ACompleted$80 Annually Acquire ServicesAllVPN/ACompleted$70 Annually Establish AddressesMarcomN/ACompletedN/A Acquire Hosting ServicesAllVPN/ACompleted$50 Annually Establish WebsiteAllMarcomBODCompletedN/A Establish LinkedIn GroupAllMarcomBODCompletedN/A Establish Facebook and Twitter Accounts AllMarcomBODCompletedN/A Establish and Launch BrandEstablish and Launch Brand 1

7 ActivityTarget Market ResponsibleConsultedCompletion (Est.) Cost (Est.) Train BOD on Calendar UseAllMarcomN/AQ1 2013N/A Develop Affiliate LogoAllMarcomBODQ1 2013$500 - Artwork $1,000 – Trademark Registration (Optional) Acquire Banner-up for Event Promotion AllMarcomBODQ1 2013$750 Establish and Launch BrandEstablish and Launch Brand 1

8 ActivityTarget Market ResponsibleConsultedCompletion (Est.) Cost (Est.) Contact Local Entities with Supply Management Departments (Including Executive Outreach) A, BMembership (President, VP) N/AOngoingN/A Solicit New Members via Local Supply Management Events A, BMembership (BOD) N/AAs Events Occur N/A Conduct Introductory Mixers AProgramsPresident, VP Q3, Q4 2012; Q1, Q Participant Funded Implement Member Discount Program AEducationN/AQ4 2012N/A Develop Prospective Member / New Member Orientation Package AllMembershipBODQ1 2013$100 – Initial Artwork $500 – Annual Printing Attract and Retain MembersAttract and Retain Members 2

9 ActivityTarget Market ResponsibleConsultedCompletion (Est.) Cost (Est.) Develop Prospective Member / New Member “Buddy” Program AllMembershipBODQ2 2013N/A Develop Member Referral Program A, BMembershipBODQ1 2013$500 Annually Conduct Member Satisfaction Survey AMembershipBODQ and Then Annually N/A Create a Volunteer Awards Program APresident, VP BODQ1 2014$250 Annually Develop University Outreach Program CMembershipBODQ2 2014N/A Implement Scholarship Program AMembershipBODQ1 2015$1,000 Annual Donation Attract and Retain MembersAttract and Retain Members 2

10 ActivityTarget Market ResponsibleConsultedCompletion (Est.) Cost (Est.) Maintain Currency of Website AllMarcomBODNLT Monthly N/A Director-Specific Report-Out of Website Content Quality and Currency AllBODN/ABOD Meetings N/A Maintain Currency of Events Calendar AllEducation, Marcom, Programs BODAs NeededN/A Conduct Social MixersAllProgramsPresident, VP As Scheduled Participant Funded Conduct Member and Supplier Site Visits AllProgramsPresident, VP As Scheduled N/A Conduct Annual Speed Networking Session A, BMarcomN/AQ and Then Annually N/A Implement CEH ProgramAEducationBODQ4 2012N/A Maximize Member ParticipationMaximize Member Participation 3

11 ActivityTarget Market ResponsibleConsultedCompletion (Est.) Cost (Est.) Implement Calendar RSVP Capability AllEducationN/AQ4 2012$500 Annually Beginning 2014 Populate “Resources” Tab on ISM-NVA Website w/ Applicable Content A, BProfessional Resources N/AQ4 2012N/A Populate “Members Only” Tab on ISM-NVA Website w/ Applicable Content AProtocolN/AQ4 2012N/A Implement an ISM-NVA Website Advertiser Program AllProfessional Resources BODQ1 2013N/A Conduct Member Outreach Program ABODN/AQ3 2013N/A Develop “Birds of a Feather” Program A, CProgamsBODQ1 2014N/A Implement Annual Supplier Exhibitor Program A, BProgramsBODQ1 2015$1,000 F&B Annually Maximize Member ParticipationMaximize Member Participation 3


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