MARKETING & CUSTOMER SERVICE NEWSLETTER
ISSUE
03 MARCH 2012
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 Earning Customer Loyalty Starts with Loyalty to Employees The customer experience is about human interaction. If you want your employees to deliver the best customer experience, give them a good reason to do it. The best reason is delivering to your employees the best experiences. OPEX & OPEX REFRESHER TRAINING DATES
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. TEAM MEMBER ORIENTATION
14-16 MAR -0730 AMCC 10-12 APR -0730 AMCC TMO is required within the 1st 90 days of hire. Contact Ruby O'Dell to sign up your new staff for training!
Customer Service isn’t a department, it’s an attitude!
LUCKY IN MARKETING Las Vegas has a slogan, “You can’t win if you don’t play,” It’s hard to argue with that logic, bystanders don’t reap any rewards. Only those who are willing to put up the cash and potentially lose it, have the chance to win. The same is true when it comes to marketing. Without it, you are like those bystanders, watching your competitors play. With it, you are risking your company’s precious resources in the hopes that the message you communicate motivates purchases. Marketing is not a sure thing, if it were no company would ever fail. Marketing is the willingness to risk company resources; the tenacity to not give up; and the confidence to play like you’re in it to win. So how do you win the game of marketing? It’s a Risk The first lesson one must accept and embrace when marketing, is that risk is involved. Parting with lots of money will not guarantee success in either situation. One of the biggest and most expensive marketing failures was that of the launch of “New Coke” in the ‘80s. What’s important about losing though, is taking to heart the lesson that comes with it. Today Coca-Cola is one of the most well-known brands in the world. Success Improves with Practice When you hear “just do it”, I’ll wager you know what brand that is. Nike didn’t get to that level of brand recognition by placing an ad here and there. No, they inundated us with messages from advertisements, PR, packaging and more, all working together to reinforce their message and positioning. The key here is the consistency in the message as well as the consistency in the frequency with which it was delivered.
OR
PLAY TO WIN!
Hope for a Little Luck It would be remiss to negate the influence of luck on business success. We tend to think that some companies just have it all together and therefore their success is directly related to their superior business management and marketing skills. While these skills certainly work toward success, a little luck never hurt anybody; and for those companies that planned for such a scenario, the rewards are even richer. A favorite example is Ugg. This footwear company enjoyed modest success for over two decades before being featured as one of Oprah’s favorite things several years in row beginning in 2000. It was that stroke of luck that took Ugg from a brand enjoyed by surfers and select celebrities to a household name. Thankfully, Ugg had the infrastructure to respond to the “Oprah Effect” on their brand and were able to take that notoriety and run with it. Luck favors the prepared. So What’s Your Wager? Want to win in the game of business? You need to play. One ad here or there, one press release a year or a neglected Facebook page will not work toward success for your business. Remember, consistency and frequency will hedge your bets. And while you can’t make luck, you can certainly plan for it. So, if you find yourself in a position to realize a rare opportunity, grab it with both hands and run with it. Penny Redlin (Contributor to the “Business Sense”)
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THE “WOW”
TOOLS, TIBITS & TRENDS
FACTOR! Keep Them Excited! As in personal relationships, consistency can only go so far. Customers are people and they take for granted what you delivered yesterday. Reinvent the relationship and rejuvenate the experience. Make them excited and keep them coming back for more!
“WOW” EVENTS!
technology consulting
TOOLS
TIDBITS
TRENDS
BUILDING A GREAT FACEBOOK PAGE
UPCOMING PROMOTIONS
FOOD TRUCKS
Strong B.A.N.D.S. The Strong B.A.N.D.S. promotion will again take place in the month of May. This promotion provides an opportunity for garrisons to showcase numerous and exceptional fitness and wellness activities available to Soldiers and Families Armywide.
It’s been incredible to see how the food truck has evolved over the years. They’ve gone from something people were skeptical about to full-blown restaurants on wheels, serving everything from comfort foods and pizza to ethnic cuisine and desserts.
Select Great Profile Photos By default, Facebook automatically selects a few of the photos that you have posted to the wall of your fan page and features in a highly visible strip at the top of your page. Instead of random photos, Facebook also gives admins the option to select five top photos to be featured in this area. Take a moment to find some great pics that are relevant to your practices and brand, then delete the photos that you don’t want to feature by navigating to Photos => Select Photos. Displaying Your Featured Likes Selecting a few of your top Likes to feature on your practice’s Facebook fan page is a great way to draw attention to other MWR Facebook campaigns. Simply click on Edit Page on your fan page, navigate to Featured => Edit Featured Likes and pick the accounts you would like to promote. Revealing Your Page Owners Let your fans see some of the faces behind your brand by activating the Page Owners display option for Facebook fan page. This feature simply shows the names and profile pics of the administrators of your fan page. This element can be activated under the same Featured settings menu as Featured Likes.
Last year's Strong B.A.N.D.S. promotion was a great success with 60 garrisons participating; in excess of 200 sports, fitness and aquatics, events were conducted and approximately 24,314 exercise enthusiasts participated. 3rd Annual Family Fun Fitness Festival DeCA will host the festival from mid-April through mid-June 2012. This years’ theme is "Fitness and Fun For The Whole Family." The commissary will partner with industry companies to offer free, nutritious foods and beverage samplings. This is an excellent opportunity for Family and MWR recreational activities to partner with DeCA and the Exchange to promote their fitness services, provide fitness demonstrations, and showcase recreation opportunities that are offered at each garrison.
Food trucks heavily rely on social media, which for most is their No. 1 way to advertise. They just send out a tweet and Facebook status about where they will be and when. This gives customers the convenience of different options close to them. FOOD TRUCK FACTS: 72% only accept cash Almost 2.5 billion people eat “street food” It’s the “Grab & Go” concept people are drawn to Monday is the busiest day for food trucks nationwide Source: Mashable Infographic Do you know where the FMWR Snack Wagon is parked? Email the answer and be entered into a drawing for a 59 minute card! megan.odonoghue@us.army.mil
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ADVERTISING
KEY DATES Marketing:
Upcoming Events / Spread the Word!
•June Marketing Requests
For a link to ALL MWR Flyers and Events click here
are due by April 1.
• March MARCH WEEKDAY SPECIAL ~ Link to Flyer The Lake of the Ozarks Recreation Area (LORA) is offering a great special weekdays this March!! Monday thru Thursday during the month of March, rent a cabin and receive 4 hours free on a pontoon or deck boat rental. (Gas not included) LORA offers a wide variety of options for visitors, there is no shortage of opportunities to enjoy the area in a variety of ways. 573-346-5673.
~ Women’s Golf Month ~ 14 Jun – Army’s Birthday ~ 17 Jun – Father’s Day
•July Marketing Requests
• March 17 CELEBRATE THE LUCK OF THE IRISH ~ Link to Flyers LORA Bass Tournament 7am (or first safelight), weigh-in is at 3pm. $40/per boat, optional $10 fee for Big Bass. Register at the Outdoor Adventure Center or LORA. Open to the public 573-346-5673. BlackJack Bar & Grill and Morelli Heights Bar & Grill. Enjoy green beer, menu specials & great company! Junkyard Dogs performing live at the BlackJack Bar & Grill. No cover, 8pm – 12am. 329-2455 St. Patrick’s Day Golf Tournament – 10am at PV Golf Course. $30 for Annual Green Fee Patrons (AGFP) and $35 for non AGFPs; includes 18 holes, cart and Reuben sandwich lunch. Open to the public. 329-4770.
are due by May 1. ~ Park & Rec Month ~ 4 Jul – Independence Day
•To capitalize on our Marketing efforts, Marketing
• March 31 4th ANNUAL EASTER EGG HUNT ~ Link to Flyer Infants and children are invited to Family & MWR’s 4th Annual Easter Egg Hunt beginning at 10:00 am. The hunt is for the following age categories: 0-3 years, 4-6 years, 7-9 years and 10-12 years. Egg hunt will take place at the Colyer Park located on Nebraska Avenue. Venue opens at 9:00 am with a visit from the bunny. For more information call 596-6913.
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
• March 31 18th ANNUAL COMMUNITY FUN FAIR ~ Link to Flyer Join the CYS Services Child Development Center in celebrating Month of the Military Child in their 18th Annual Fun Fair from 11:00 am – 3:00 pm., lots of activities, door prizes, give-a-ways, and FREE food. Bring in your child’s bicycle and helmet to ensure your child’s safety while riding and/or car seat to get inspected and learn the correct way to install them. Event is FREE and open to the public. Event will take place at the Child Development Center located in Bldg. 615, Replacement Avenue. For more information call 596-0238.
avenues.
WEB HITS – FEBRUARY 2012 FORTLEONARDWOODMWR.COM TOTAL HITS: 597,856 AVG HITS PER DAY: 20,615 AVG PAGES VISITED PER DAY: 947 FILES DOWNLOADED: 513,930 TOTAL PAGES VISITED: 27,466
TOP 10 PAGES VISITED
EZINE DOWNLOADS: 130 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
PHOTO GALLERY VISITS: 916
MWR SOCIAL MEDIA VISITED FROM MWR WEB FACEBOOK: 12,490
TWITTER: 12,411
FLICKR:
YOUTUBE: 12,237
12,489
MWR Home Page LORA Sports & Fitness Outdoor Adventure ITR MWR Calendar ACS Flyers/Events Employment CYSS
Check your web sites, patrons are lurking!
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SPONSORSHIP KEY DATES Sponsorship: Be sure to get your Sponsorship requests in as early as possible
FY12
CASH
IN-KIND
TOTAL
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.
SPONSORSHIP FINANCIALS AT A GLANCE YEAR TO DATE
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.
Shereece Spain Sponsorship Manager BC LIB
(573) 596-0147 shereece.n.spain@us.army.mil
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SPONSORSHIP EVENTS & PROGRAM OVERVIEW
ACTIVITY
CASH
IN-KIND
TOTAL
SYNOPSIS As of 2 March 2012 Martinsburg Institute: •Events/Programs Discussed: Fun Fair •Contract Status: Signed •Payment Status: Deposited Missouri Eagle and Lebanon I44 Speedway •Events/Programs Discussed: MWR event to be determined. Discussed their sponsorship of one of our events in return for an FMWR night in conjunction with Military Appreciation Night. •Contract Status: Additional details of sponsorship to be further discussed prior to contract being issued. •Payment Status: N/A Park University and Phoenix University •Events/Programs Discussed: Initial conversation on our sponsorship program. •Contract Status: N/A •Payment Status: N/A CenturyLink •Events/Programs Discussed: 2012 Advertising plans •Contract Status: Signed and received •Payment Status: Deposited
Pending further action. Event cancelled
Sprint •Events/Programs Discussed: New POC and 2012 Advertising plans •Contract Status: Received •Payment Status: Deposited USAA •Events/Programs Discussed: 4th of July, Tree Lighting Celebration, Oktoberfest, Pumpkin Fest •Contract Status: Still waiting for JAG review of advertising materials •Payment Status: N/A Tre’ Spa & Salon: •Events/Programs Discussed: BUNCO and Military Spouse Appreciation Day •Contract Status: BUNCO contract received. Spouse Day pending. •Payment Status: BUNCO is in-kind. Spouse Day pending.
Shereece Spain Sponsorship Manager (573) 596-0147 shereece.n.spain@us.army.mil
As of 3/2/12
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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
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 awesome work of our Team please join us in Catching Us
Everyone is invited to participate! Team Members, Co-workers, Supervisors, and
At Our Best!
Highlighted this month is the
Nominations can be submitted
DREAM TEAM AWARD
online! Awards given at the quarterly FMWR Award Ceremony.
This award is presented for recognition of outstanding teamwork within the FMWR Organization. The intent of this award is to recognize teams that are working cohesively towards a common goal.
FMWR - ON THE JOB!
The IMCOM Academy www.imcomacademy.com Featured course FMWR Basic Management Course This course will familiarize the new Family & MWR manager with this basic knowledge. It has been targeted for all new Family & MWR managers /employees who have fiscal and program management responsibilities and are assigned to a management position for the first time. This course is designated as a mandatory - AR 215-1 require enrollment within the first year of assignment to a management position.
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