On Target Edition 25 - Jan2014

ISSUE

MARKETING & CUSTOMER SERVICE NEWSLETTER

25

JANUARY 2014

Great ideas

pg 1

Tell a Story

pg 2

Tools,Tidbits, Trends

pg 3

Upcoming Events

pg 4

Web Analytical

pg 4

Customer Service

pg 5

WOW Events

pg 5

Marketing Dates

pg 6

Sponsorship Dates

pg 6

Team MWR

pg 6

Training & PD

pg 9

1 Team/1 Mission

pg 10

Inspiration!

Great Ideas/Programs

You are Part of Something Much Bigger!

FORT LEONARD WOOD DRILL SERGEANT WINS 2013 OPERATION RISING STAR Sgt. Christiana Ball from Fort Leonard Wood has been voted Army Entertainment’s 2013 Rising Star. Programs such as ORS offer our customers more than just “something to do”, they can be life changing!

To see more ONLINE: 2013 Operation Rising Star Winners news release - army.mil article photos - ArmyMWR facebook and IMCOM Flickr

NBC NIGHTLY NEWS FEATURES TREES FOR TROOPS DELIVERY AT FORT LEONARD WOOD About 60 military bases have been served by Trees for Troops, a CFC-registered charity that distributes free Christmas trees to military families. NBC Nightly News chose Fort Leonard Wood to cover this nation wide story! Service Members and Families were interviewed regarding their experience with the program. If you didn't see the touching feature on the news, you can view it online here: NBC Nightly News.

TELLING A STORY IN 8 WORDS OR LESS

MARKETING

Spend two hours telling a prospect every fact about your product—and he'll forget 95% in 10 minutes. But tell him a story, and, 20 years later, he'll repeat it to you word for word.

The digital revolution and social media are a wonderful, democratizing solution for human communication and storytelling.

But there is a problem: Social Media is generating 500 billion distinct messages a second! And it has shrunken our attention spans. Today the average attention span is about nine seconds - down from 29 seconds a few years ago.

Stories matter to marketers today, more than ever. But not just any kind of story. We need to master a superconcentrated kind—an instant, metaphorical kind that the greatest communicators have known for thousands of years: what we now call Micro-Scripts.

A Micro-Script is a very short set of words, usually a sentence or even less, that people not only like to remember, they like to repeat. They are not just sound bites, they are story bites. They always contain a metaphor or rhythmic words, and they work instantly because they trigger full stories, or they connect with pre-lodged stories already running in the brain.

•The following are taglines, bumper stickers, names for legislation, or simply conventional wisdom—but they are all Micro-Scripts that people love to pass along to others: •What happens in Vegas, stays in Vegas.

• Pork, other white meat.

• Location, Location, Location.

• No Child Left Behind.

• He's a Flip Flopper.

• The Bridge to Nowhere.

• Guns don't kill people, people do.

• Made from sugar, so it tastes like sugar.

• Where there's smoke, there's fire.

What ‘s Your Micro Script?

That is how we need to tell our stories today because although our brains haven't changed... the volume of messages and information has; it's now constant and unrelenting.

Humans need their stories to be fast, frugal, and fascinating. That's why marketers need to tell their stories in Micro-Scripts.

The Micro-Script Rules: It's not what people hear. It's what they repeat....

Such unprecedented super-clutter calls for the fastest, sharpest, most powerful form of communication we can find. That means story. But stories that are miniaturized, like computer chips. There's an amazing amount of information in every story bite. Humans can remember an unlimited number of them. They work on minds like magic words. I've even had the examples listed above repeated to me by audiences in India!

And the greatest news is that anyone can create Micro-Scripts—for their brand, their business plan, their platform, their blog, and their tweets—by understanding a few simple rules and formatting stories the way the brain loves to process them.

Source: Bill Schley

MWR Marketing: 573.596.0117 www.fortleonardwoodmwr.com

TOOLS TIDBITS & TREADS T

TOOLS CHEAPER TO KEEP EM’ One of the main drivers to customer loyalty and a successful retention campaign is the experience the customers have with your business. Companies that: 1. provide superior customer experience have 14% more customers who are willing to consider another purchase from them.

2. offer the best experience in the industry have 16% fewer customers who are likely to move to a competitor.

3. have high experience scores have 17% more customers who are likely to recommend their products or services.

To create loyal customers, you have to be willing to go above and beyond the average to create a unique, positive and exceptional experience for each customer that you come in contact with regardless of how difficult this may be.

A few methods : Listen to your customers:–This shows your customers that you value their business and are committed to making them happy.

Interact with your customer . The more accessible you are the better, this shows you value them and are glad they are there.

Just because tactics : Show your appreciation and to make your customers feel like they are more than just another sale or worse and interruption to your day.

Having a “just because” tactic will keep loyal customers coming back “just because” they feel like you appreciate not only their business but also them as a person.

T

T

TIDBITS

TRENDS

COLOR OF THE YEAR

FOOD TRENDS 2014

Pantone, the global authority on color, announced the Color of the year for 2014 ….

According to Technomic, a leading foodservice industry research group, the #1 trend for 2014 is:

RADIANT ORCHID PANTONE® 18-3224,

A captivating, magical, enigmatic purple, represents the color of the year for 2014.

“While the 2013 color of the year, PANTONE 17-5641 Emerald, served as a symbol of growth, renewal and prosperity, Radiant Orchid reaches across the color wheel to intrigue the eye and spark the imagination,” said Leatrice Eiseman, executive director of the Pantone Color Institute®.

“An invitation to innovation, Radiant Orchid encourages expanded creativity and originality, which is increasingly valued in today’s society.”

“An enchanting harmony of fuchsia, purple and pink undertones, Radiant Orchid inspires confidence and emanates great joy, love and health. It is a captivating purple, one that draws you in with its beguiling charm.”

“Convince me its real”. This obviously coincides with the above Top 10 from the NRA. “Consumers want assurances that what they're eating is realin every sense of the word.”

Today's menus describe items far more thoroughly, listing not only the ingredients but also where they came from and how they were prepared. Local sourcing is more important than ever, but beyond that is the idea of being true to place; if the restaurant positions itself as authentically Italian, for instance, it must use ingredients sourced from Italy and/or prepared using authentic Italian methods.”

Source: Technomic

Upcoming Events For a link to ALL MWR Flyers and Events click here

Be Social!

January 18 SKI/ SNOWBOARDING AT HIDDEN VALLEY SKI RESORT Interested customers must register 1 week prior to each trip at the Outdoor Adventure Center (OAC). Cost is: Active Duty: $20/person~$85 for all other customers or $55/person for lift ticket only; discounted rates for children ages 7-12.

Bldg 2290 FLW K Road. Open to the public. 573-596-4223.

Additional dates: February 1 & 15 / March 1 January 21 – February 11 BOSS CANDY GRAM: REGISTRATIONS Melt you Valentines Heart with a Candy Gram from Fort Leonard Wood BOSS and Support the Single Service Member program. BOSS will be selling candy grams. Cost $5 only cash or check, due same day as placement of order.

Candy Grams will be delivered on post only, Valentine’s Day February 14. To place an order, call your Unit BOSS Rep or the BOSS office at (573) 596-6912.

Click the buttons above for our Social Media Sites

WEB ANALYTICS – DECEMBER 2013 FORTLEONARDWOODMWR.COM TOTAL HITS: 34,560,819 AVG HITS PER DAY: 1,114,865 AVG PAGES VISITED PER DAY: 1269 TOTAL PAGES VISITED: 3,859,642 EZINE IMPRESSIONS: 3275

MWR SOCIAL MEDIA FACEBOOK: 5,734 Page likes / 12,671 People Reached TWITTER: 2,037 Followers FLICKR: 1,778,007 Views / Best Day Dec 5th with 26,592 views PINTEREST: 14 Boards / 132 Pins / 84 Followers

January 24 MEGA HOLD ‘EM Family & MWR will host MEGA Hold ‘em at the Pershing Community Center ball room at 6:00 pm; Check in is at 5:30 pm. Mega Hold’em cost is $20 and open to the public 18yrs. & older. Pre-Registration begins 26 Dec 2013 at the ITR Office (Bldg 490), Night of registration is $30.

Players must be 18 years of age. For more information contact the Special Events Office at 573-596-6913.

January 25 PHOTO 101 Get the most out of your digital camera. The Arts and Crafts Frame Shop is hosting Photo 101. This great class will teach you what all the icons and menu items of your digital camera can do to enhance your photography; taught by photographer Mike Curtis. Participants receive a 10% discount on framing on a selected photo from class. Photo Classes are from 9:00 am to 5:00 pm at Bldg 470, room 1129. Cost is $65 and includes lunch. Minimum of 7 participants required, register 2 days prior at the Arts & Craft Frame Shop located in the PX Mini Mall or call 573-596-0242.

Additional dates and classes: February 1: Lightroom 101 February 22: Advanced Lightroom January 31 MARGARITAS AND MANICURES Treat yourself to a fun night of relaxation, pampering, friendship & fun at the Pershing Community Center . Cost of pampering FREE…relaxation PRICELESS! Margaritas are available for purchase. Bldg 4109 Piney Hills Drive.

573-596-6913.

YOUTUBE: 245 Views

Check your web sites, patrons are lurking!

MWR Marketing: 573.596.0117 www.fortleonardwoodmwr.com

CUSTOMER SERVICE M

W

R

THE “WOW” FACTOR!

“NEVER FORGET TECHNOLOGY

Don’t just satisfy your customers,

CAN ENHANCE SERVICE BUT IT

NEVER Shep Hyken CAN

WOW them!

W. O. W stands for Wonderful,

REPLACE IT!”

TOP CUSTOMER SERVICE COMPANIES FOR 2012 MSN Money

Outstanding and Way beyond what you ever expected!

CHRISTMAS LUNCHEON

PUMPKINFEST HOLIDAY EXPRESS

1. Amazon 2. Marriott Hotels 3. Hilton Hotels 4. UPS 5. FedEx 6. Google 7. State Farm 8. Samsung 9. Trader Joes 10. Lowes TRADER JOE’S BRAVES STORM FOR ELDERLY CUSTOMER

BEST RETAIL CUSTOMER EXPERIENCE RANKINGS FOR 2013

by Temkin Group

OKTOBERFEST TREES FOR TROOPS

THANKSGIVING LUNCHEON CANDY CANE TOSS

1. Publix 2. Trader Joe's 3. Aldi 4. Chic-fil-A (Tied for 3rd) 5. Amazon.com 6. Sam's Club (Tied for 5th) 7. Save-a-lot (Tied for 5th) 8. H.E.B. (Tied for 5th) 9. Dunkin Donuts (Tied for 7th) 10. Sonic Drive-In (Tied for 7th) 11. Little Caesar's (Tied for 7th) 12. Ace Hardware (Tied for 7th)

KEY DATES to REMEMBER

Marketing MARKETING: 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.

•Requests will be accepted at anytime however you may miss out on many advertising avenues.

•MARCH Marketing Requests are due

by JANUARY 13. ~ Women’s History Month •APRIL Marketing Requests are due by FEBRUARY 10. ~ Month of the Military Child ~ 20 Apr – Easter ~ 22 Apr Earth Day

Sponsorship/Advertising What sponsors generally look for in an event?

• An event that enhances their reputation as a conscientious and caring corporate citizen.

• An opportunity to build relations with clients, employees, key stakeholders and the community.

• Networking opportunities with customers, key stakeholders and the general public.

• An event that reflects their philosophies and promotes their corporate vision and strategies.

• Branding, marketing, media and PR opportunities.

• Exclusivity (they are the only company from their sector/industry associated with the event).

• An opportunity to give back to the community. *Sponsors don’t need to have the same level of passion to the cause as you do, but there must be a commercial benefit which needs to be explicitly stated in your proposal.

SPONSORSHIP DEADLINES EVENT MONTH

REQUEST DEADLINE

April

Jan 6, 2014

May

Feb 3, 2014

June

Mar 3, 2014

July

Apr 1, 2014

Aug

May 1, 2014

Sept

Jun 2, 2014

Oct

Jun 30, 2014

Nov

Jul 28, 2014

Dec

Sep 1, 2014

Jan 2015

Sep 29, 2014

Feb 2015

Nov 3, 2014

SPONSORSHIP: Be sure to get your Sponsorship requests in as early as possible – dates to the RIGHT. 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

TEAM MWR ….CHOOSE EXCELLENCE!

Rita Richardson/ EOQ - 4th Quarter

Lois Matos/ Remarkable Leader

Sandra Clayton / Unsung Hero

Juanita Wafe-Stone/ Unsung Hero

Dream Team Pippin Youth Center

Someday, and I believe in the near future, greatness will spring from this very spot upon which we now stand.” Henry O’Neill /Dodge City Kathy Jo Parrish Certificate of Appreciation

Best in Catering Pershing Community Center

Celebrate!

Nominate!

Catch Us At Our Best

Team MWR Awards Continued ‌.

Business Operations

is an employee recognition

program for Fort Leonard Wood Family & MWR, designed to recognize and celebrate the excellent work of all our team members.

Everyone is invited to participate! Team Members, Co-workers, Supervisors, and Community members

Child, Youth & School Services

are encouraged to fill out a nomination form when they experience an MWR 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 At Our Best!

Nominations can be submitted online!

Awards given at the quarterly FMWR Award

Community Recreation

Ceremony.

Services & Support

TRAINING & PROFESSIONAL DEVELOPMENT OPEX & OPEX REFRESHER TRAINING DATES FEB Date TBD OPEX for New Employees Bldg 470, Rm 1129 0730-1630 20 & 24 FEB OPEX Refresher Bldg 470, Rm 1129 0800-1130 or 1300-1630 26 MAR OPEX for New Employees Bldg 470, Rm 1129 0730-1630

MANDATORY TRAINING NO FEAR - 28 Mar / Bldg 470, Rm 1129 EEO FOR SUPERVISORS - Thurman Hall Rm 3035 23 Jan – 1330-1530 20 Mar – 1330-1530 EEO FOR EMPLOYEES - Lincoln Hall Auditorium 27 March 0900-1100 or 1330-1530 MANDATORY ONLINE TRAINING Trafficking in Persons http://www.combat-trafficking.army.mil/ Constitution Day http://constitutionday.cpms.osd.mil/ Cyber Awareness No FEAR https://ia.signal.army.mil/ https://www.atrrs.army.mil SHARP https://www.lma.army.mil Civilian Education System (CES) https://www.amsc.army.mil

27 MAR OPEX Refresher Bldg 470, Rm 1129 0800-1130 or 1300-1630 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!

Anti-Terrorism Awareness https://atlevel1.dtic.mil/at/ Workplace Violence http://www.cpms.osd.mil/

IMCOM ACADEMY - Now taking applications for the MWR Marketing Plans Course Kick off the new year with a dynamite marketing plan.

The IMCOM Academy is now taking applications for the MWR Marketing Plans course.

Participants will collaborate with other MWR professionals to develop a real marketing plan for a facility or program.

This is a great course for activity managers or new marketers.

Help spread the word.

The next online session runs from 22 Jan- 26 Feb 14.

Also noteworthy, this course is just one of many free Academy courses that qualify for ACE college credit recommendations.

ONE TEAM / ONE MISSION

MWR Marketing: 573.596.0117 / www.fortleonardwoodmwr.com