MARKETING & CUSTOMER SERVICE NEWSLETTER
ISSUE
15 MARCH 2013
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 Training P.5 Professional Development P.5 TEAM FMWR P.6 Employee/Program Highlights P.6
CUSTOMER SERVICE The more you engage with customers the clearer things become and the easier it is to determine what you should be doing. OPEX & OPEX REFRESHER TRAINING DATES
20 MAR - OPEX 0730-1630 AMCC 21 MAR - OPEX Refresher 0800-1130 or 1300-1630 AMCC 25 APR - OPEX 0730-1630 AMCC 26 APR - 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.
“During these challenging economic times it is more important than ever for us to provide great customer service, as our customers have choices as to where they spend their time & money”
Mr. Wayne Bardell Director FMWR Fort Leonard Wood
Customer Service isn’t a department, it’s an attitude!
SIX SIMPLE QUESTIONS One thing about marketing: everybody with a printer and FaceBook account thinks they are a marketer. We grow up bombarded by media and advertising, so it’s only natural that people think they understand it. The same is true of web design – people know what they like and they assume that’s what’s effective. Sometimes it is, but most times it’s not. This creates a unique arena for marketers because they will always be second-guessed. There is always someone who’s sure you’re wrong – your creativity is bad, your strategy stinks, your media is wrong, or maybe you just don’t “get it”. Rob Kerr, Associate VP of Communications for Marketing and Publications at Bowdoin College has worked out a deceptively simple system of six questions for businesses. The first three questions are your strategy and the last three are your tactics. Why? If you don’t know why you’re doing something, you’ve failed before you’ve started. Start every meeting reiterating why you are doing this. What’s the goal? How will it be measured? How long will the goal take? What? Does Mercedes sell cars? (Hint: no) Sure, sometimes a cigar is just a cigar. But more often than not you’re selling something intangible that caters to universal human desires: the need for status, prestige or power, the need to feel intelligent, the desire to be attractive, the need to feel safe. Check Maslow’s Hierarchy - it’s still genius.
Who? Can you describe your customer (or segment) in the same way you would describe a friend? Demographics are great and there is more data than ever, but go beyond age, sex, education, and income. Who are they? What are their lives like? What are their fears and aspirations? Describe your customer like you are setting someone up on a blind date with them. Where? This question is all about targeting. If your strategy is correct but no one hears your message, you lose. Think hard about targeting. It’s not sexy, but it’s where the money is. How? This is the fun one and the one everyone starts with –creativity. But it’s not the most important one. Answer the prior questions and subjective decisions about creativity become simple. When? Timing is everything. Try selling Christmas trees in July. Source: Rob Kerr, Associate VP of Communications for Marketing and Publications at Bowdoin College
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THE “WOW”
TOOLS, TIBITS & TRENDS
FACTOR! Don’t just satisfy your customers, WOW them!
Excellent firms don’t believe in excellence – only in constant improvement and constant change. Tom Peters
FEBRUARY “WOW” EVENTS! TOOLS
TIDBITS
TRENDS
ARMY MWR MASTERCARD
IMCOM PROMOTIONS
KEY DIGITAL TRENDS FOR 2013
Why CHASE Applications at your Point of Sales? Nearly all garrisons, Army-wide, are now using Chase's Customer Payment Solution (CPS) to process credit card transactions made at Family and MWR locations. With this partnership and by marketing the product, ARMY FMWR facilities benefit.
STRONG B.A.N.D.S.
For Your Activity These improved rewards benefits will provide your activity with even more ways to offer value to your customers while also adding value to your programs. Builds Sales & Customer Loyalty Improved rewards benefits give cardholders even more reasons to use their MWR card for more purchases at your activity. Supports MWR Programs & Activities– every purchase with the Army MWR MasterCard supports MWR services and programs. Increase Revenue Savings on Interchange Fees - increase bottom line profits for your activity as your customers use the MWR card for more of their purchases. If your customers have questions, direct them to the Army MWR Mastercard website at www.chasemilitary.com/army Where they can also apply online. If customers want to fill out an application at your facility please send the applications to Pala Johnson, Blgd 470, rm 1129.
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 the numerous and exceptional fitness and wellness activities available to Soldiers and Families Army-wide.
Source: Trend Watching
2013 ARTS AND CRAFTS CONTEST The 2013 Arts and Crafts contest starts on May 1st and runs through June 30, 2013, and is open to all Family and MWR patrons (Active Duty, Reserve, National Guard, Family Members, Retirees and Army Civilians) and all ages. Categories are Ceramics, Digital Art, Drawings, Fibers/Textiles, Glass, Metals/Jewelry, Mixed Media, Paintings and Wood. Contact your local Arts and Crafts Center for details. __________________________ WIN 59 –Marketing in 2013 needs to be _________, ___________ & ________________ Email the answer and be entered into a drawing for a 59 minute card! megan.j. odonoghue.naf@mail.mil Last month’s winner: Amber Munson (CRD)
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ADVERTISING
KEY DATES
Upcoming Events / Spread the Word!
Marketing:
For a link to ALL MWR Flyers and Events click here
To capitalize on our Marketing efforts, Marketing 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.
March 16 BASS TOURNAMENT ~ Click for flyer LORA Bass Tournament starting at 7:00 am (or first safelight), weigh-in is at 3:00 pm. Entry fee per boat is $40 and an optional $10 fee for Big Bass. Stop by the Outdoor Adventure Center or LORA for entry forms/rules. Open to the public. LORA is located 50 miles NW of FLW on McCubbins Drive off a Route A. 573-346-5673.
March 16 2013 SHAMROCK SHUFFLE 5K ~ Click for flyer The Davidson Fitness Center is hosting the 2013 Fort Leonard Wood Shamrock Shuffle 5K. Cost is $15 for early registration and $20 the day of. T-shirts will be given to all registered participants. Awards for overall male and female finisher as well as all age group winners. Register at Davidson Fitness Center or online at www.splitmastertiming.com. 596-4953.
•Requests will be accepted at anytime however you may miss out on many advertising avenues. •May Marketing Requests are due by March 11.
March 17 ST.PATRICK’S DAY GOLF SPECIAL ~ Click for flyer Piney Valley Golf Course is hosting the St. Patrick’s Day Special. 50% off green fee when you are dressed in green! Advanced green fee patrons receive free driving range token. Open to the public. PV Golf is located at 10221 Water Intake Road. 329-4770. March 21 TASTE OF THE ARTS GOES GREEN SHOW ~ Click for flyer Family & MWR and The Arts & Crafts Frame Shop will be showcasing pre awarded original works of art plus spirit tasting, appetizers, chocolate fountain and music performed by the 399th Army Band at the Audie Murphy Community Center from 6pm - 8pm. For information or to register artwork call 596-0242.
~ 10 – Military Spouse Day
March 23 5th ANNUAL EASTER EGG HUNT ~ Click for flyer Infants and children are invited to Family & MWR’s Easter Egg Hunt beginning at 10am. 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 Colyer Park located on Nebraska Avenue. Venue opens at 9:00 am with a visit from the Easter Bunny. 596-6913.
~ 12 – Mother’s Day ~ 18 – Armed Forces Day •June Marketing Requests are due by April 8. ~ 6 – D Day ~ 14 – Army Birthday ~ 16 – Father’s Day
WEB HITS – FEBRUARY 2012 FORTLEONARDWOODMWR.COM TOTAL HITS: 3,229,485 AVG HITS PER DAY: 115,338 AVG PAGES VISITED PER DAY: 527 FILES DOWNLOADED: 111,723 TOTAL PAGES VISITED: 1,801,817
TOP 10 PAGES VISITED
EZINE IMPRESSIONS: 2694
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
MWR SOCIAL MEDIA HITS FROM MWR WEB FACEBOOK: 16,376 FLICKR:
16,629
TWITTER: 17,531 YOUTUBE: 15,980
TOP 4 FLYERS DOWNLOADED 1. LORA
2. LORA Marina
3. Kid’s Fishing
4. SuperBowl
MWR Home Page Sports & Fitness LORA Outdoor Recreation ITR CYSS ACS Daugherty Bowling Employment Flyers/Events
Check your web sites, patrons are lurking!
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KEY DATES Sponsorship: Be sure to get your Sponsorship requests in as early as possible
EVENT MONTH
REQUEST DEADLINE
April
Jan 9, 2013
May
Feb 1, 2013
June
Mar 1, 2013
July
Apr 2, 2013
Aug
May 1, 2013
Sept
Jun 1, 2013
Oct
Jun 29, 2013
Nov
Aug 1, 2013
Dec
Sep 2, 2013
Jan 2014
Sep 30, 2013
Feb
Nov 1, 2013
Mar
Dec 3, 2012
SPONSORSHIP EVENTS & PROGRAM OVERVIEW Row Labels MARCH EASTER EGG HUNT BALFOUR BEATTY MID MO CREDIT UNION TASTE OF THE ARTS GRELLNER MISSOURI EAGLE PUBLIC HOUSE BREWERY ST JAMES WINERY STONE HILL WINERY LES BOURGEOIS VINEYARDS VELATA - REBECCA HUTLZ SEVEN SPRINGS WINERY SHAMROCK SHUFFLE BODYBUILDING.COM DAVIDSON FITNESS CENTER BODYBUILDING.COM BOSS BODYBUILDING.COM APRIL FUN FAIR BIG O TIRES USAA
Sum of Cash $4,375.00
$525.00
Sum of In-Kind $550.00
$200.00
Sum of Total $4,925.00
$725.00
$1,500.00
$1,500.00
$1,500.00
$1,500.00
$500.00
$500.00
$550.00 $550.00
$250.00 $250.00
$800.00 $800.00
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.naf @mail.mil
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FY13 INSTALLATION MANDATORY CIVILIAN TRAINING SCHEDULE Training Titles
Location
OPSEC and TARP Training
Lincoln Hall Aud
OPSEC and TARP Training
Baker Theater
Date and Time 3 April 2013 (1000-1130) (1300-1430) 10 September 2013 (1000-1130) (1300- 1430)
Suicide Prevention--Ask, Care, Escort (ACE) Baker Theater Suicide Prevention--Ask, Care, Escort (ACE) Lincoln Hall Aud Suicide Prevention--Ask, Care, Escort (ACE) Baker Theater
23 April 2013 (1000-1130) (1300-1430) 27 June 2013 (1000-1130) (1300-1430) 1 August 2013 (1000-1130) (1300-1430) 28 March 2013 (1300-1430) (1430-1600) 14 May 2013 (1300-1430) (1430-1600) 25 July 2013 (0800-0930) (1300-1430) 29 August 2013 (0800-0930) (1300-1430)
Alcohol and Drug Prevention
Abrams Theater
Alcohol and Drug Prevention
Baker Theater
Alcohol and Drug Prevention
Lincoln Hall Aud
Alcohol and Drug Prevention
Lincoln Hall Aud
SHARP Training (Installation)
Baker Theater
SHARP Training (Installation)
Lincoln Hall Aud
4 June 2013 (0800-1000) (1300-1500) 25 September 2013 (0800-1000) (1300-1500)
Safety Days
Tentative Date
6-17 May (8 hrs)
FY 13 Mandatory Civilian Training Schedule FMWR Training SHARP/NO FEAR Training
AMCC Ballroom
SHARP/NO FEAR Training
AMCC Ballroom
8 March 2013 (0900-1100) (1300-1500) 19 March 2013 (0900-1100) (1300-1500)
FY13 FMWR TMO & OPEX TRAINING
CY13 TMO Training Schedule Training Titles TMO TMO TMO TMO - SUMMER HIRE
Location AMCC Training Room AMCC Training Room AMCC Training Room AMCC Training Room
Date and Time 13-15 March 2013 (0730-UTC) 3 days 10-12 April 2013 (0730-UTC) 3 days 15-17 May 2013 (0730-UTC) 3 days 18 May 2013 (0600-UTC) 1 day
CY13 OPEX New Employee Training Schedule Training Titles OPEX (New Employee) OPEX (New Employee) OPEX (New Employee)
Location AMCC Training Room AMCC Training Room AMCC Training Room
Professional Development
Date and Time 20 March 2013 0730-1630 25 April 2013 0730-1630 21 May 2013 0730-1630
MG. ROBERT M. JOYCE INSTALLATION MANAGEMENT ACADEMY The Installation Management Academy, School of Family and MWR supports the Family and MWR Master Training Plan by training entry level through executive staff and providing results-driven support. The School for Family and MWR offers approximately 60 courses through online or classroom formats. Currently, 40 courses have received college credit recommendations from the American Council on Education (ACE). All courses receive continuing education units (CEUs) from the International Association for Continuing Education and Training (IACET). Visit the Academy at www.imcomacademy.com. For Academy assistance please contact the Family & MWR Register at imcom.academy@us.army.mil or call 210-466-1050 and choose option 1. To take a look at our catalogue or to see our news feed, log onto http://www.imcomacademy.co m/
CY13 OPEX Refresher Training Schedule OPEX Refresher Training OPEX Refresher Training OPEX Refresher Training OPEX Refresher Training
AMCC Training Room AMCC Training Room AMCC Training Room AMCC Training Room
21 March 2013 (0800-1130) (1300-1630) 26 April 2013 (0800-1130) (1300-1630) 22 May 2013 (0800-1130) (1300-1630) 14 June 2013 (0800-1130) (1300-1630)
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TEAM FMWR
CATCH US AT OUR BEST HIGHLIGHTS
CYS SERVICE DATA TEAM
Ms. Halter, Emily Nunn, Kay Flores, Kelli Helliwell, Annie Nissly, COL Pfeffer, Tracy Dunz, Sherry Jones, Carrie Bradke, Pam Welch, Mr. Bardell
DO YOU HAVE SOMEONE OR SOMETHING YOU WANT TO SHARE OR HIGHLIGHT WITH THE REST OF MWR?
This space will be reserved to highlight special goings on in our organization. New employees or those moving onward or upward, a WOW event or project that happened within your facility or division.
Email me: megan.j. odonoghue.naf@mail.mil
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