marketing strategy

intent

“Our mission is you.” MCCS strives to make significant lasting contributions to combat readiness through the personal and family readiness of our Marines and their families. MCCS maintains mission readiness and improves productivity through programs that promote the physical and mental well being of all members of our community, which includes active duty servicemembers, reservists, veterans, civilian employees, spouses, and dependents.

MCCS programs promote esprit de corps among active duty servicemembers, develop a strong sense of camaraderie, and increase morale. Satisfaction with military lifestyle and the integration of families into the military community also has a positive effect on the recruitment and retention of quality Marines.

These programs and activities satisfy the basic physiological and psychological needs of Marines and their families, providing a home away from home and community support for Marines and their families.

marketing goals

Design and deploy a customercentric means of determining and affirming the needs of the customer base.

Conduct an Enterprisewide Customer Needs Assessment survey that determines the needs of our patrons and alignment of those needs with the Programs, Activities, Goods, and Services we offer. Execute the formal introduction of one new program, activity, and/or Line of Business beginning FY22. Determine what and where to introduce a new MCCS product concept by way of a Business Case Analysis; including the Market Analysis that should underpin every decision to introduce a new product to the customer base.

Design and deploy a system that provides continuous communication between the enterprise and the customer base.

Create an Enterprise Signage Master Plan to be deployed across the installation. This plan should encompass interior signage, exterior signage, directional traffic signage, rules for use of the MCCS Iwakuni logo/brand, and a procurement and deployment plan.

Design and publish an Annual MCCS Events Calendar that encompases “Who, What, Where, When”. Companion pieces should be designed and published with updated/ accurate information one month before the beginning of each Quarter, and one week before the beginning of each month. Develop and exercise a system to determine contact information for all inbound customers. Elements of the First Contact would include a “package” of useful information from MCCS that might include information concerning services aboard the installation, school enrollment procedures, bus schedules, MCCS offerings, off base local attractions, and discounted tickets/chit for use as MCCS activities. In short: A “Welcome Aboard” from MCCS.

Design and deploy a system that targets and exploits all available channels of communication in order to influence the attitudes, behaviors, and buying habits of the customer base.

Achieve and Deliver Operational Excellence in all that We Do

Design and deploy a library of Operating Standards for every Line of Business, Program, and Activity to assist with determining our movement towards continuous process improvement.

Design and develop a branded resource document that serves as a “Welcome Aboard” Center for new joins, particularly those moving into family housing. This document would identify a mixture of product that serves as a “One Stop Shop” and includes such items of interest as: garden hoses, shelf paper, toilet paper, detergents, paper towels, hangers and wall hanging devices, school supplies, cleaning supplies, etc. The document will identify where to find these items in the MCX. Conduct a study to determine the requirement and design for MCCS uniforms. Priority should be given to determining the utility of uniforms, or uniform items, in all customerfacing activities, the need for safe and utilitarian uniforms in maintenance and the utility and visibility of uniforms in recreational programs.

Invest in and Develop the Human Capital that is Entrusted to Our Enterprise

Conduct a review of all MCCS Directives, Policies, and Procedures, to ensure alignment between the needs of the enterprise and the needs of our employees.

Design and institutionalize a Change Management Plan and attendant Communications Plan that can be incorporated into every significant change in operations, mission expansion/contraction, procedural/policy changes, and/or major changes in operational tempo/ installation requirements. The subject documents should be of a standard format and available for use during the activation of the MCCS Iwakuni Planning System.

conclusion

This opportunity that we possess to serve our servicemembers and their family takes a determination enamored by an act of persistent courage in pursuing change. Without it, we become stagnant and irrelevant.

This marketing plan provides a practical roadmap to communicate value to our community. It informs, equalizes, sustains, engages, and it will grow. It defines our initial path to success, and paired with the right goals, will provide the tools to connect your programs, services, events, and activities with those that would benefit the most.

I am excited to see the impact you make to the lives of those that we serve. You make a difference.

Respectfully,

J. Michael Browning Director of Marketing