MARKETING & CUSTOMER SERVICE NEWSLETTER
ISSUE
01 JANUARY 2011
this issue Marketing P.1 Customer Service P.1 Tool, Tidbits, and Trends P.2 The WOW Factor P.2 Upcoming Events P.3 Web Hits P.3 Key Marketing Dates P.3 Sponsorship P.4 TEAM FMWR P.6 Professional Development P.6
CUSTOMER SERVICE Focus on making customers, not sales: Repeat customers save you money because you don't always have to reinvent the wheel to get them into your store or to your website. Every new customer comes with costs, whether it's advertising, marketing or time spent explaining and describing your products and services. Repeat customers are gifts you give yourself because you did it right from the start and your reward is their loyalty and continued patronage. OPEX & OPEX REFRESHER TRAINING DATES
21 FEB - OPEX 0730-1630 AMCC 23 FEB - OPEX Refresher 0800-1130 or 1300-1630 AMCC 27 MAR - OPEX 0730-1630 AMCC 29 MAR - OPEX Refresher 0800-1130 or 1300-1630 AMCC Remember space is limited to 28 per session so please get your staff registered now. The Refresher is for front line staff. Anyone who is a rater is to attend the Sustaining the Covenant Management Workshop – date TBD.
Customer Service isn’t a department, it’s an attitude!
What Exactly is Marketing Anyway? What exactly is marketing and why is it important to you? Simply stated, marketing is everything you do to place your product or service in the hands of potential customers. It includes sales, public relations, pricing, packaging, and distribution and more. In order to distinguish marketing from other related professional services, S.H. Simmons, author and humorist, relates this anecdote. "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing. If the young man tells his date how handsome, smart and successful he is — that's advertising. If someone else tells the young woman how handsome, smart and successful her date is — that's public relations." You might think of marketing this way. If business is all about people and money and the art of persuading one to part from the other, then marketing is all about finding the right people to persuade. The most brilliant strategy won't help you earn a profit or achieve your wildest dreams if it isn't built around your potential customers. People don't just "buy" a product or attend an event. They "buy" the concept of what that product will do for them, or help them do for themselves. They buy the experience the event/program will bring them.
Before you become consumed with entrepreneurial zeal take the time to discover who your potential customers are, and develop a plan. Note: (Your potential customer is not always “All Authorized patrons.”) While a marketing plan can be a map for success, remember that the map is not the territory. A strategy that ignores the customer isn't an accurate reflection of the landscape. A good marketing plan can help you focus your energy and resources. But a plan created in a vacuum, based solely on your perceptions, does not advance the agenda. That's why market research, however simple or sophisticated, is important. Just keep in mind that research attempts to predict the future by studying the past. It reveals what people have done, and extrapolates what people might do — not what people will do. Planning is imperative, research is important, but there's no substitute for consumer insight. After all, as Mark Twain wrote, "You cannot depend on your eyes when your imagination is out of focus". In the Directorate of Family & Morale, Welfare and Recreation, we live, work and are committed to five ‘Keys to Success’ Customer Focus Welcoming Environments Program Delivery Resource Management Corporate Leadership Mr. Wayne Bardell Director FMWR Fort Leonard Wood
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THE “WOW”
TOOLS, TIBITS & TRENDS
FACTOR! Don’t just satisfy your customers, WOW them!
If you have the right tools for the job, you can accomplish anything!
Everything you do and say should be a signature that you care. How you look and sound determines what the customer sees. Adopt the mindset: I’m paid by the smile, not by the hour.
“WOW” EVENTS!
TOOLS
TIDBITS
TRENDS
ARMY MWR SURVEY
OBSESSED with FACEBOOK
NEW TRENDS FOR 2012
IMCOM G9 Marketing is preparing to launch the Army MWR Survey (formed known as the Leisure Needs Survey). The survey is set to launch the by the end of February. ICF (contractor) and G9 Marketing Research’s goal is to create a valid survey instrument, balancing the needs of the survey takers, garrison marketing, G9 research analysts’ requirements, and G9 MWR program leader needs.
technology
What is next?
consulting
• ICF will begin mailing out survey invitations around 20 February 2012. • Data collection will last no more than 8 weeks – ending around 16 April 2012. •Active Duty and Civilians will first be contacted via email invitation. • ICF will send all emails, cover letters, survey packages, email and post card reminders. Garrison marketing personnel will not distribute surveys or survey invitations. • Website for garrison POC’s to track response rates. • G9 Marketing will coordinate promotion of the survey via various Army level channels.
As of 2011: • There are 500,000,000 active Facebook (FB) users. • 1 in every 13 people on Earth! Half of them are logged in on any given day. • 48% of 18 to 34 yr olds check FB when they wake up. • 28% check their FB on their Smart Phones before getting out of bed! • 35yrs old & up represent more than 30% of FB users. • There are 206.2 million Internet users in the U.S. – that means 71.2% of the U.S. web audience in on FACEBOOK. • About 70% of FB users reside outside the USA. • 57% of people talk to people more online than they do in real life. • 48% of young Americans said they find out about NEWS through FB. • A record Breaking 750 million photos were uploaded to FB over the New Years Weekend – were you “caught” in a compromising photo?
DEALER-CHIC: In 2012, not only will consumers continue to hunt for deals and discounts, but they will do so with relish if not pride. Deals are now about more than just saving money: it’s the thrill, the pursuit, the control, and the perceived smartness, and thus a source of status too. ECO-CYCOLOGY: Brands will increasingly take back all of their products for recycling (sometimes forced by new legislation), and recycle them responsibly and innovatively. RECOMMERCE: It’s never been easier for savvy consumers to resell or trade in past purchases, and unlock the value in their current possessions. In 2012, ‘trading in’ is the new buying. SCREEN CULTURE: Thanks to the continued explosion of touchscreen smartphones, tablets, and the 'cloud', 2012 will see a SCREEN CULTURE that is not only more pervasive, but more personal, more immersive and more interactive than ever. Source: Trend Watching
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ADVERTISING
KEY DATES Marketing:
Upcoming Events / Spread the Word!
To capitalize on our
For a link to ALL MWR Flyers and Events click here
Marketing efforts, Marketing
• January 20 “A FISTFUL OF HOLLERS” MURDER MYSTERY ~ Link to Flyer Live or perhaps DOA from St. Louis! Randy Manning and Jest Mysteries presents a “Fistful of Hollers” Murder Mystery. Die laughing trying to solve this Western based murder at the Audie Murphy’s Community Center at 7:00 pm. Dress in Western gear and take a shot at solving the crime at this interactive event! Cost is $20.00 per person and includes a finger food buffet. Cash bar available, and doors open at 6:30 pm, show is open to the public. Parental discretion advised! Audie Murphy’s Community Center is located in bldg 7391 Buckeye Ave. For more information call 596-6913. Tickets available on line @ www.fortleonardwoodmwr.com or the ITR office located in the PX Mini Mall.
Requests are DUE a MINIMUM of 45 days out! Getting the request at 45 days or EARLIER ensures that the Marketing Office can meet all our advertising deadlines to maximize exposure of your event, program or facility. •Requests will be accepted at anytime however you may miss out on many advertising avenues. •March Marketing Requests are due by January 15. ~ Women’s History Month •April Marketing Requests are due by February 15. ~ Month of the Military Child ~ 8 Apr – Easter ~ 22 Apr Earth Day
• February 1-24 YOUTH SPRING SOCCER & TRACK REGISTRATION ~ Link to Flyer Enroll your youth for Spring Soccer or Track! Soccer is open to youth ages 4-15 and Track is open to children in grades 1 - 6. Cost is $40 per child. Practice will begin the week of March 5 and games will begin March 22. Teams will practice twice a week with games occurring on Saturdays and some week days. Youth must be registered with Parent Central Services in building 470 rm. 1126. 596-0209. Flyer • February 4 DUELING PIANOS ~ Link to Flyer Back by popular demand! Join us for Dueling Pianos, a night of music and laughter at this all request interactive show. Show will take place at the Pershing Community Center. Doors open at 7:00 pm / Show begins 8:00 pm. $5 cover charge. Show is open to the public 18 yrs. and older. No reserved seating. Pershing Community Center is located in Bldg. 4109, Piney Hills Drive. For more information call 596-6913. • February 5 SUPER BOWL XLVI PARTY BJBG ~ Link to Flyer Grab your friends and head over to the Blackjack Bar & Grill for Super Bowl XLVI Party. View the games from any of the six 50” TVs and enjoy great beer pitcher specials as well as a $10 all you can eat Super Bowl Buffet. Party begins at 5:00 pm - midnight. No cover charge. Event is open to the public. 329-2455. • February 11 ZUMBA / HEALTHY HEART Link to Flyer February is American Heart Month! Get your heart pumping at the Davidson Fitness Center Zumba Party for a Healthy Heart from 10:00 am – 12:00 pm! Cost is only $6.00 per person, bring family & friends. For more information call 596-4359.
WEB HITS – DECEMBER 2011 FORTLEONARDWOODMWR.COM TOTAL HITS: 452,609 AVG HITS PER DAY: 14,600 AVG PAGES VISITED PER DAY: 698 FILES DOWNLOADED: 388,467 TOTAL PAGES VISITED: 21,663
TOP 10 PAGES VISITED
EZINE DOWNLOADS: 645 PHOTO GALLERY VISITS: 706
MWR SOCIAL MEDIA VISITED FROM MWR WEB FACEBOOK: 9824 FLICKR:
9835
TWITTER: 9844 YOUTUBE: 9599
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
MWR Home Page Outdoor Recreation Sports & Fitness ACS LORA Calendar ITR Employment Flyers/Events CYSS
Check your web sites, patrons are lurking!
Fort Leonard Wood Family & MWR Marketing 573 596-0117 www.fortleonardwoodmwr.com
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KEY DATES Sponsorship: Be sure to get your Sponsorship requests in as early as possible
Are you seeking sponsorship for your event/program? Here are a few very important tips to help the Sponsorship Manager “sell” you! 1) BE EARLY! 90 days is the minimum timeframe to submit your request. Event logistics (i.e. location) should be determined and booked well before this time. However, please inform the Sponsorship Manager ASAP if there are any changes. Even a date or location change can impact whether or not a company will be able to support us. 2) DETAILS, DETAILS! Be very specific with what you’re requesting. Example – If you’re looking for prizes, please indicate the following: How many, age range(s) of recipients, and type/theme (e.g. bbq grill for a bbq cook-off).
3) BE REALISTIC! Just as FMWR is being extremely budget conscious, so are the
businesses outside the gates. Just because they said yes last year or to a prior event, does not mean they will say yes to all of them. Also, Nov & Dec tends to be a challenging time for sponsorship. There are many organizations, in addition to us, vying for holiday event support.
4) QUID PRO QUO! They scratch our backs, we have to scratch theirs. Therefore, be creative in what your facility or event can offer a sponsor, which may increase the possibility of a “yes”. Booths & banners alone are not “hot sellers”. In FY11, Golf offered sponsors a 4 person team at the CG Scramble. Maybe you can offer the sponsor to be a part of awards presentation. When sponsors are participating onsite, it’s our responsibility to take care of them before, during and after. They should have “prime” locations at the venue.
After all, they are paying to be there. And remember to say THANK YOU on behalf of your activity as often as possible!
5) NO GUARANTEES! Sponsorship will be requested of potential sponsors. However, it is NEVER guaranteed!
6) SPONSORSHIP IS NOT THE BUDGET! All activities need to be able to self support their programs/events regardless of sponsorship. Example – If you want to provide placement prizes for a contest, plan to buy those and move forward with the event if possible. Should sponsorship be obtained, consider it a bonus!
As Jerry Maguire said, “Help me help you!”
EVENT MONTH
REQUEST DEADLINE
April
Jan 9, 2012
May
Feb 1, 2012
June
Mar 1, 2012
July
Apr 2, 2012
Aug
May 1, 2012
Sept
Jun 1, 2012
Oct
Jun 29, 2012
Reminder: Sponsorship is a benefit to both the sponsor and the program receiving sponsorship. Sponsorship is not a guarantee – but will be sought if all requirements are met.
Shereece Spain Sponsorship Manager (573) 596-0147 shereece.n.spain@us.army.mil
SPONSORSHIP FINANCIALS AT A GLANCE NOTE: Amounts reflected in the chart at the left are not indicative that funds have been deposited. If they have been deposited and it’s prior to the month of the event, funds are held in GLAC 267. The funds will show on your income statement in the month of your event as “Sponsorship Income,” GLAC 553.
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SPONSORSHIP EVENTS & PROGRAM OVERVIEW The following information covers a 2 month period. “Solicited Sponsors” listed if the solicitation deviates from regular monthly email distribution. The Sponsorship Distribution List is a list of past & present sponsors, local businesses, businesses that have requested advertising / sponsor information and names/businesses from program managers. Emails go out at least MONTHLY to the Distribution List , highlighting annual and upcoming events for potential sponsorship. FEBRUARY Event Sponsorship Requests Date Event Activity Event Received Date OAC
OAC
SEPT
SEPT
Big Buck Banquet
Trout Derby
Super Bowl Party Polar Plunge
1/27/12
Request Deadline: November Solicited Sponsors Regular Distribution List
2/25/12 Regular Distribution List
Originally on the calendar for March. Date change slowed solicitation process. Request late. Coke Missouri Trout Hunter
2/10/12
Regular Distribution List
Coke: In-kind
events. BOSS declined due to
c. Payment Status: N/A
is tentative pending schedule of
12/14/11
2/4/12
Regular Distribution List
Packaged all events. None to date.
Sports
Midwest Shootout
12/8/11
2/18/12
Regular Distribution List
None to date
Fun Fair
prior negative experience.
2. Bodybuilding.com c/o
MARCH Event Sponsorship Requests Date Event Division/ Event Received Date Activity
CYSS
on their involvement in Summer Reading. Military Spouse Day
Dueling Pianos
SEPT
b. Contract Status: Contracting
11/16/11
SEPT
Taste of the Arts
ACS and BOSS
Coke: In-kind beverages
Regular Distribution List
SEPT
Catfish Derby, Tree Lighting,
Regular Distribution List
2/25/12
Flashligh t Egg Hunt
Reading, National Day for Kids,
2/5/12
11/9/11
SEPT
a. Events Programs Discussed:
9/19/11
SEPT
FLW Easter Egg Hunt
1. Mid Missouri Credit Union
pending additional information
Bodybuilding.com pending signed contract
Bunco
9 January 2012
Spouse Appreciation, Summer
ICW Wrestling
SEPT
SYNOPSIS
Egg Hunt, Fun Fair, Military
Wal-Mart 12/20/11
Notes
WEEKLY
12/13/11
12/15/11
11/21/11
12/19/11
N/A
3/6/12
3/31/12
3/24/12
3/1/12
3/31/12
Request Deadline: December Solicited Sponsors
Notes
Allied American Univ
Regular Distribution List
Found out about date change to 31 Mar @ calendar mtg 1/5/11 , had already solicited potential sponsors for the 24th . Late date change, awaiting feedback from sponsors on new date.
Grellner, MO Eagle, St. James, Meramac, Stone Hill Winery, Traver Home Winery, Crispin Cider, Public House, Cheese Factory, Underground Liquors
Regular Distribution List
a. Events/Programs Discussed: ICW and DFC Advertisement
Bryan College, Columbia College, Martinsburg Institute, Allied American Univ, Mary Kay, Pampered Chef, Body by Vi and Premier Designs Jewelry
Regular Distribution List
RE:FUEL Marketing
b. Contract Status: Contract negotiated and sent. c. Payment Status: Pending receipt
Solicitation for egg hunt package sent 12/13/11. Event cancelled 12/20/11.
3. Jones Investment /All American Real Estate a. Events/Programs Discussed: ACS, CG Scramble, Military Spouse Day b. Contract Status: Worked out final details. Initial contract to
Grellner - contract & payment pending St James - pending scheduling
Allied American Univ - contract & payment pending Mid Missouri Credit Union – waiting
until there’s more info on schedule
be sent 9 Jan. c. Payment Status: N/A
Shereece Spain Sponsorship Manager (573) 596-0147 shereece.n.spain@us.army.mil
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TEAM FMWR
Catch Us At Our Best is an employee recognition program for Fort Leonard Wood Family & MWR, designed to recognize and celebrate the excellent work of all our team members.
CATCH US AT OUR BEST
Professional Development
Everyone is invited to participate! Team Members, Co-workers, Supervisors, and Community members are encouraged to fill out a nomination form when they experience an FMWR Team Member going the extra mile and exceeding expectations. We want to celebrate the
Highlighted this month is the
awesome work of our Team -
CATCH ME AWARD
please join us in Catching Us At
This award is an on-the-spot
Our Best!
award which can be given from
Nominations can be submitted online! Awards given at the quarterly FMWR Award Ceremony.
employee to employee or from supervisor to employee. The intent of the peer-based award is to promote esprit d' corps throughout the organization.
EMPLOYEE HIGHTLIGHTS
The IMCOM Academy www.imcomacademy.com Featured course Family & MWR Delivery System (FMWRDS) online training: The FMWRDS course provides Family and MWR employees with an understanding of Family and MWR-DS and the benefits to the organization Remember, not only does this course provide clear and timely information on a key initiative, the FMWR-DS Online Training Course is a pre-requisite for all Installation Management Community Academy classroom courses.
Fort Leonard Wood Family & MWR Marketing ď Ź 573 596-0117 ď Ź www.fortleonardwoodmwr.com
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