MARKETING & CUSTOMER SERVICE NEWSLETTER
ISSUE
02 FEBRUARY 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 A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so. ~Mahatma Gandhi ~
YOUR CUSTOMERS! Loving your customers is about service, not sales. Most people hate to be sold to, but if you serve your customers better than the shop down the street does, they will come back to see you again and again. Patrons will even pay more for the same product or service because you make them feel valued. Loved, even.
OPEX & OPEX REFRESHER TRAINING DATES
Here are six ways to get your customers to love you and your facility/program.
21 FEB - OPEX 0730-1630 AMCC 23 FEB - OPEX Refresher 0800-1130 or 1300-1630 AMCC
Smile - even when you’re on the phone A smile can be “felt and heard” even through e-mail or phone lines. Placing a smile on your face before you face a customer or pick up the phone, will make a huge difference! All employees who have face time or phone time with your customers must be happy.
27 MAR - OPEX 0730-1630 AMCC 29 MAR - OPEX Refresher 0800-1130 or 1300-1630 AMCC
Ask your clients what they want Then give it to them, if it’s in your power to do so. Marketing becomes easy when you care enough to ask how you can serve people. Do surveys, hold contests, simply ask and pay very close attention to the responses you receive.
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!
If someone wants their money back, return it cheerfully Then ask if you can do anything else to make it right. One refund done well could produce 10 or more positive referrals. How many times have you been disappointed with a product, but happy with the customer service you received when you sought a return or refund? If you make it easy for unhappy customers to be satisfied, chances are, they’ll be back. Take customer loyalty seriously Do unexpected “nice” things for your loyal customers. Follow up on purchases, send a personalized email (or card) inviting them back to another event, and make your customers feel special.
Thank your customers for their business Make sure they know that you value their business. Don’t take it for granted. Train your staff to always thank your customers for doing business with you. Build community with your clients Make them feel as though they have joined a family that cares enough to give them excellent service. Keep them involved with your business, and your business “top of mind” with e-mail messages, postcards and announcements, all as a way of saying, “we appreciate you.” One of the biggest paybacks of loving your customer is how it affects our team as a whole, our organization mission and how it sets us apart in a marketplace where far too many businesses focus only on the sale and not on the happiness of the consumer. Love your customers. It makes all the difference in the world.
“Our number one priority will always be to ensure we continue to provide excellence in customer service, a welcoming environment and programs that enrich their stay at Fort Leonard Wood. We will always respect our customer and do our best to provide excellent service to each person who walks through our doors.” Mr. Wayne Bardell Director, FMWR Fort Leonard Wood
1
THE “WOW”
TOOLS, TIBITS & TRENDS
FACTOR! Create an Emotional Experience! When you do something for a customer that is positive and unexpected then you carve that event in their memories. Because they like what you did, you create positive emotional content for the experience. And because it’s a surprise, the emotional content level is higher. The more emotional content an event or experience has the more we will remember it. The more fun it was, the more we want to repeat it and share it with others.
“WOW” EVENTS!
TOOLS
TIDBITS
TRENDS
QR CODES
MILITARY SMARTPHONES
CONSUMER TRENDS
A Quick Response (QR )code is a two-dimensional barcode that links websites from a printed page. Scan using a smart phone, the QR takes your customers directly to your Web site, Face Book or other web content.
Some U.S. officials this year are expected to get smart phones capable of handling classified documents over cell networks.
At an even faster pace than last year, consumers’ behaviors and preferences are shifting in favor of digital experiences and constant connectivity.
CODED - MAKING PRINT MARTERIAL WORK HARDER Did you know that our Marketing Office has been utilizing QR codes for over 2 years on all print material?
technology consulting
Since most of our customers are connected 24/7 we want to engage them with digital media and drive them to our web site! Below is the QR code for the Fort Leonard Wood MWR Web Site – use it, help us, help your customers find information about your services.
The smart phones are first being deployed to U.S. soldiers, later, federal agencies are expected to get phones for sending and receiving government cables while away from their offices. Eventually, local governments and corporations could give workers phones with similar software.
The Army has been testing touch screen devices at U.S. bases for nearly two years. About 40 phones were sent to fighters overseas a year ago, and the Army plans to ship 50 more phones and 75 tablets to soldiers abroad in March. With a secure Smartphone, a soldier could see fellow infantry on a digital map, or an official could send an important dispatch from Washington's Metro subway without fear of security breaches. Smartphone's cleared for topsecret dispatches are expected to be ready in the next few months.
Copy & paste the QR Code Print and display at your front counter OR ask Marketing to do it for you!
Source: CNN
The Internet is the most important digital media channel, and email is the most preferred messaging channel across all age groups. Online shopping has become a mainstream activity for adults ages 25 to 49. Adults ages 18 to 34 prefer instant messaging, text messaging, mobile phones and social sites as main sources of information and entertainment.
Consumers 50 and older preferring the Internet to their mobile phones. Adults over age 50 tend to engage in online activities like researching , financial and medical information. Adults ages 25 to 49 spend more Internet time managing their daily lives with activities such as online banking and reading news. Source: Experian
2
ADVERTISING
KEY DATES Marketing:
Upcoming Events / Spread the Word!
•April Marketing Requests
For a link to ALL MWR Flyers and Events click here
are due by February 15.
• Now - March 6 REGISTRATION FOR MINI T-BALL ~ Link to Flyer CYS Services Youth Sports and Fitness is registering for the Mini T-ball program. Program is for children ages 3-5 yrs. $20 per child, includes a t-shirt & a medal. This is a parent participation program. No physical needed. A parent meeting will be held on March 5, 5:30 pm at the Pippin Youth Center. Registration takes place at Parent Central Services located in Bldg. 470, Rm. 1126. For more information call 596-0238.
~ Month of the Military Child ~ 8 Apr – Easter ~ 22 Apr Earth Day
•May Marketing Requests
• February 25 ICW WRESTLING ~ Link to Flyer Family & MWR brings “ICW Wrestling” to Fort Leonard Wood. International Championship Wrestling presents: Homecoming Havoc! Come out and see Chris Masters, Val Venis, Raven, Scotty Too Hotty, Shawn Daivari, Doink the Clown and many more battle it out. The event will also feature a Tag Team and Ladies Match. Hosted at Nutter Field House, doors /5pm, event/6pm. Advance tickets will be available at the ITR Office, Bldg 490 or online at fortleonardwoodmwr.com. Advance - Ringside: $15/ General Admission: $10/ Day of show - Ringside: $20 / General Admission: $15. Event is open to the public. For more information call 596-6913.
are due by March 15. ~ May is Fitness Month
•To capitalize on our
Marketing efforts, Marketing Requests are DUE a
• February 25 KID’S TROUT DERBY ~ Link to Flyer The Kid’s Fishing Derby will be hosted by the Outdoor Adventure Center. Registration starts at 9 am and fishing runs 11am – 1:30pm. Derby is FREE and open to kids ages 15 years and under (must be accompanied by an adult). The trout derby will be held at Stone Mills Spring located on FLW 20 off Water Intake Road. Prizes will be awarded. Limited fishing poles will be available; you are encouraged to bring your own. Open to the public. Licenses and fees are waived. For more information call 596-4223.
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 1 TASTE OF THE ARTS ~ Link to flyer Join us for Fort Leonard Wood’s “Taste of the Arts” gallery and competition at the Pershing Community Center from 6pm-8pm showcasing original works of art from local artists ages 5 and up. $5 artist registration fee for persons 18 yrs and older, 17 yrs of age and under are free. Arts show is FREE and open to the public. Pershing Community Center is located at Bldg. 4109 Piney Hills Drive. Deadline to enter artwork is February 24 at the Arts and Crafts Frame Shop in the PX Mini Mall. For more information call 596-0242.
WEB HITS – JANUARY 2012 FORTLEONARDWOODMWR.COM TOTAL HITS: 630,096 AVG HITS PER DAY: 20,325 AVG PAGES VISITED PER DAY: 896 FILES DOWNLOADED: 542,112 TOTAL PAGES VISITED: 27,797
TOP 10 PAGES VISITED
EZINE DOWNLOADS: 144 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
PHOTO GALLERY VISITS: 545
MWR SOCIAL MEDIA VISITED FROM MWR WEB FACEBOOK: 13,626
TWITTER: 13,669
FLICKR:
YOUTUBE: 13,408
13,684
MWR Home Page Sports & Fitness LORA Outdoor Adventure ACS ITR Employment Flyers/Events Calendar CYSS
Check your web sites, patrons are lurking!
3
KEY DATES Sponsorship: Be sure to get your Sponsorship requests in as early as possible
20 ACTIONS YOU CAN TAKE TO THANK YOUR SPONSORS! 1.
Contact sponsors, even when it is not necessary.
2.
Let your sponsors know how much you like working with them.
3.
4. 5.
Ask your sponsors what you could do to make working with you easier for them. Tell your sponsor's story to others. Pass along leads.
6.
Do something a little extra.
7.
Make suggestions for improving your sponsor's operations.
8.
9.
Pass along helpful information.
Lend a hand.
10. Utilize the power of recognition. 11. Be candid when asked for your opinion.
12. Show your loyalty.
14. Come to a sponsor's defense when you hear criticism. 15. When something hasn't gone well, let your sponsors know what you plan to do about it.
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
16. Respond reliably. 17. Leverage the power of free. 18. Take the initiative.
Reminder: Sponsorship is a benefit to both the sponsor and the program receiving sponsorship. Sponsorship is
19. Keep your word.
20. Show respect.
13. Don't cut corners.
not a guarantee – but will be sought if all requirements are met.
NOTE: Amounts reflected in
SPONSORSHIP FINANCIALS AT A GLANCE YEAR TO DATE
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.
Shereece Spain Sponsorship Manager BC LIB
(573) 596-0147 shereece.n.spain@us.army.mil
4
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. MARCH Event Sponsorship Requests Date Event Event Received Date
Request Deadline: December
Division/ Activity
Solicited Sponsors
SEPT
Bryan College, Columbia College, Martinsburg Institute, Allied American Univ, Mary Kay, Pampered Chef, Body by Vi and Premier Designs Jewelry
SEPT
SEPT
CYSS
Bunco
FLW Easter Egg Hunt
Taste of the Arts
12/13/11
12/15/11
12/19/11
Fun Fair
N/A
3/6/12
Notes
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.
3/31/12
Regular Distribution List
3/1/12
Grellner, MO Eagle, St. James, Meramac, Stone Hill Winery, Traver Home Winery, Crispin Cider, Public House, Cheese Factory, Underground Liquors
3/31/12
APRIL Event Sponsorship Requests Date Event Division/ Event Received Date Activity
SEPT
Bunco
12/13/11
1st Tues Mar-May
PVGC
CG Scramble
N/A
Mar-Oct
ACS
AVC Appreciation
N/A
TBD
PCC
Easter Brunch
N/A
Allied American Univ – contracted Tres Spa - contracted
Regular Distribution List plus Frito Lay, Wonder Bread & Operation Home Front: In-kind goods picked up
Grellner - contract & payment pending St James - pending scheduling
Allied American Univ - contract & payment pending Mid Missouri Credit Union – waiting for more info Operation Home Front: Inkind goods picked up Frito Lay: Awaiting Response Wonder Bread: Awaiting Response
Request Deadline: January Solicited Sponsors
Regular Distribution List
Regular Distribution List
Regular Distribution List
Regular Distribution List
Notes
Bundled sponsorship for all 3 events
Part of FY12 Annual Sponsorship package
Part of FY12 ACS Annual Sponsorship package
SYNOPSIS As of 1 February 2012
PEPSI Events/Programs Discussed: Fun Fair, ICW, Catfish Derby, 4th of July, Youth Bowling League and Jr. Golf Clinic GRELLNER SALES & SERVICE Events/Programs Discussed: ICW, Advertising, CG Scrambles, Fitness Runs CITIZENS MORTGAGE Events/Programs Discussed: 4th of July and Upcoming ACS events through July CENTURYLINK Events/Programs Discussed: 2012 Advertising plans SPRINT Events/Programs Discussed: New POC and 2012 Advertising plans USAA Events/Programs Discussed: 4th of July, Tree Lighting Celebration, Oktoberfest, Pumpkin Fest MISSOURI EAGLE Events/Programs Discussed: Taste of the Arts, Garrison Golf Classic and 4th of July CENTURY 21 Events/Programs Discussed: Website Advertising Shereece Spain Sponsorship Manager (573) 596-0147 shereece.n.spain@us.army.mil
Part of FY12 PCC Annual Sponsorship package
5
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
Everyone is invited to
Professional Development
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 -
UNSUNG HERO AWARD
please join us in Catching Us
This award recognizes an employee or group of employees
At Our Best! Nominations can be submitted
who have made a positive "behind the scenes" contribution
online!
our Mission. Typically missions
Awards given at the quarterly
or tasks who otherwise go
FMWR Award Ceremony.
unnoticed.
EMPLOYEE HIGHTLIGHTS – CYS Services – Dec 2011
Featured course CES Foundation Course The FC course objectives are to understand U.S. Army leadership doctrine; increase self-awareness, as it relates to their profession; understand team building, group dynamics, and effective communication; assess individual values and how they relate to professional ethics; understand how to manage professional advancement and leverage career potential; and complete administrative requirements expected of DA civilians. Self-registration process through the Civilian Human Resource Training Application System web-site https://www.atrrs.army.mil/c hannels/chrtas/default.asp.
6