New Committee Members induction November 2012 Welcome

Leading global excellence in procurement and supply

New Committee Members induction

November 2012

Welcome


Agenda

2

Website overview/improvements – Ben Meadows, Digital ManagerA members Journey – Vicky Oliver, Marketing Manager

Break

Branch processes and procedures – Carol Husband, UK and Europe Membership Manager

Lunch


Website update 2012

Ben Meadows, Digital Marketing Manager, CIPS



Why have we changed

Site lacked direction

Poor user experience

Opportunity to create a platform that is the first port-of-call for procurement professionals

Need to portray a more professional image

Encourage interaction between industry experts and members


Process | Buy-in…

Research into website personas Use cases developed Membership research – survey sent

to 38,000 active members Internal Stakeholders identified All staff briefed two weeks prior to go

live

Imagery

Look & Feel

Re-written copy

Geo targeting

Filter search options

WHATS NEW


Impact for users

Improved browsing experience

More relevant content

One stop shop for procurement professionals

Networking opportunity moving forward

Open up appeal to Gen Y

Career development opportunities


What’s next?• Website launch is just the start – plans for the future


Bottom line

• Back end systems are in place for usto exploit

• Standard reporting systems are nowestablished to better understand member behavior

• Cross-sell / Up-sell opportunities• Online journeys will be optimised to

improve conversions

Valued visitors are more likely to purchase


• Search Engine Optimisation

• Better targeted email marketing

• Increase social media presence

• Pay per click advertising

• Partnership agreements

Wider online marketingOpportunity to drive more visitors through to cips.org


Pitfalls / Learning

• Takes time to deliver change• Limited timescales for initial project• International content required more work that

originally thought• Launch date gave a sense of urgency – just needed to be

prepared to fix issues as they occurred and have an understanding Council and Senior Management


“The new CIPS website has gone live at last. The old one was looking

more and more tired and was never particularly user friendly, so this was a very necessary development. And

what an improvement – I think it looks really good, and while I haven’t spent too long trying it out,

navigation and signposting seem much better”

Peter Smith, spendmatters.co.uk, Ex CIPS President

Brand Website testimonials

Leading global excellence in procurement and supply22/04/23

“Very impressed with the new website – striking, clean

and simple layout which is easy to navigate”

“The presentation and clarity of the new website is great”

“My initial reaction to the new website is positive. I like the crisp,

modern style & fonts, the new logo is

clever with the combination of the globe and the “traditional” CIPS abbreviation”

Brand Website testimonials

Responses to Supply Management article


“Fresh new look, I love it, it’s irresistible. I bet we are going to have more new members coming for the new look”

Kudakwashe Matema, Zimbabwe

Finally


A Members JourneyCommunicating with you

Vicki OliverFriday 9 November 2012


• 27 years in marketing• 8 years in marcoms• 7 months membership marketing at CIPS• brand and communications expertise in

My journey


What was the first form of communication?


INVO

LVE ENGAGE

CONNECT

How do we communicate with our members?

CIPS

MEM

BERSMEM

BERS

MEMBERS

Engage • brand• ethos.

Connect•apply•welcome•retain.

Involve•hear•listen•learn


Your journey

WelcomeAttention Application NetworkRenewals Impartknowledge

Stages of membership:

Communications at each stage:• digital – website/webinars/social media• post• brochures• magazines• email• events/branch• talk.


Knowledge is more important than networking! So what are we doing?

What is CIPS learning about our members?

Review Retain Refresh

The 3 R’s Programme

• all member communications• all product

information• all qualifications.

• relevance• messages• ethos and mission.

• update• re-engage• move forward.


• brand• online• application process• welcome pack• renewal process• lead generation• email newsletters• member events.

Review of all membership communications


Revision of all communication materials • relevance• design:

- mechanic- imagery

• tone of Voice• overall message• cost.

BrandNovember 2011 June 2011 December 2012

New brand project launched

Brand guidelines finalised

Brand website to be launched


Application process • improved online process with

more revisions due including direct debit and promotional codes

• simpler application form and an amended and upgraded route to membership brochure - Belong

• Evaluating entry procedures eg FCIPS and MER.

Applications


Currently reviewing welcome pack • survey recently carried out asking for

opinions of the current pack to include:- information it contained- look and feel- value of membership card- views of a more concise postal pack with an online introductory tour of the website

• conclusions

Watch this space.

Welcome


• All About CIPS• CIPS Intelligence• Member Benefits.

Additional brochures


• complete review of all material

• mix and match style

• product sheets and case studies

• industry specific.

Sales literature


Over 75% of potential lapsed members renew when phoned. The process has been revised to enable more time and funds to be allocated to this stage. Plus a redesign of the whole suite of messages to include: • emails• letters• phone calls• co-ordinated, consistent message

highlighting access to knowledge and member benefits.

Renewals


Series of adverts aimed at highlighting the benefits of membership at various stages of your career:• students• level 4 and above• lapsed member• member referral• generic message.

Lead generation project


• review of all email newsletters and knowledge updates

• programme of topics to coincide with a member event

• continual upgrade to CIPS Intelligence.

Access to knowledge


CIPSCIPS

CIPSRE

SPONS

IVE INVOLVED

RELEVANT

MEMBERS

Benefit to members?An institute that is:• Involved • Relevant• Responsive


Branch Processes and procedures

31

Branch Regions

Branch Purpose and Mission/ranch Strategic Review

Roles and responsibilities

Branch Funding

Event Management/Submission deadlines, etc.

CIPS Branch Support


32

Branch Regions


Branch Purpose and Mission – Branch Strategic Review

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1. To provide a local Professional Network2. To provide a local conduit for Council, Branches and

Members3. To promote representation, visibility and

engagement in the local environment4. To develop relationships between Member and

Branch5. To facilitate local sharing of Knowledge and Best

Practice 6. To ensure alignment with CIPS strategy


Roles and responsibilities

34

Mandatory Optional

Chair Social Media Officer

Vice – chair/Treasurer Educational Liaison Officer

Secretary

Communications Officer


Branch Funding

35

15th August All branches will be sent documents relating to their budget submission.

30th September All branch budget requests MUST be submitted to the relevant CIPS office. Written confirmation of receipt will be provided. (Please also send in the Branch Asction Plan)

Early October Branch Allocations will be prepared20th October All Chairs/Vice chair/Treasurers will be notified in

writing of their budget allocation, along with reasons for the allocation and any requests for further information regarding the submission.

By 30 October All written Branch Budget Allocation appeals to be received by the relevant CIPS office

Early November Appeals sent out to the *Appeals Panel for assessmentBy the end of November

Branches will be notified in writing of the outcome of an appeal.


Branch Funding

36

Branch Action Plan

o A more detailed document showing the plans for Branch activity

Branch Evaluation Template

o To enable the Branch to objectively assess against the purpose statement, e.g. measures of success

o Key to budget allocation 2013/2014


Event Management/submission deadlines, etc.

37

Planning

Event - Face to face/webinars

Submission deadlines


CIPS Branch Support

38

CIPS Mailings sent out three times a month

SM Magazine

Text Message Reminders 48 hours prior to the event

Branch Reports Sanitised member information Post event surveys/Generic surveys Postcode location of members


39

Branch committee webpage: http://www.cips.org/en-GB/Community/Groups-listing/branchcommitteemembers/

Presentations Branch event template Speaker spread sheet Branch statistics Various other documents

CIPS Branch Support

http://www.cips.org/en-GB/Community/Groups-listing/branchcommitteemembers/

http://www.cips.org/en-GB/Community/Groups-listing/branchcommitteemembers/


40

Thank you for listening

Documents

New Committee Members induction November 2012 Welcome