on target - marketing newsletter march 2012
DESCRIPTION
ON TARGET is the Fort Leoanrd Wood Marketing / Sponsorship / Customer Service Newsletter designed to assist, report, raise awareness ad simply make it easier to communicate from the Marketing Office to our FMWR Programs and Facilities.TRANSCRIPT
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!
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.
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”)
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
MARKETING &
CUSTOMER SERVICE
NEWSLETTER
ISSUE
MARCH
2012
03
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LUCKY IN MARKETING OR PLAY TO WIN!
technology consulting
TOOLS, TIBITS &
TRENDS
TOOLS
BUILDING A GREAT FACEBOOK PAGE
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.
THE “WOW”
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!
TIDBITS
UPCOMING PROMOTIONS
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 Army-wide.
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.
TRENDS
FOOD TRUCKS
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. 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! [email protected]
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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
EZINE DOWNLOADS: 130
PHOTO GALLERY VISITS: 916
Check your web sites, patrons are lurking!
TOP 10 PAGES VISITED
1. MWR Home Page
2. LORA
3. Sports & Fitness
4. Outdoor Adventure
5. ITR
6. MWR Calendar
7. ACS
8. Flyers/Events
9. Employment
10. CYSS
MWR SOCIAL MEDIA VISITED FROM MWR WEB
FACEBOOK: 12,490 TWITTER: 12,411
FLICKR: 12,489 YOUTUBE: 12,237
WEB HITS – FEBRUARY 2012
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KEY DATES
Marketing:
•June Marketing Requests
are due by April 1.
~ Women’s Golf Month
~ 14 Jun – Army’s Birthday
~ 17 Jun – Father’s Day
•July Marketing Requests
are due by May 1.
~ Park & Rec Month
~ 4 Jul – Independence Day
•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.
ADVERTISING
Upcoming Events / Spread the Word!
For a link to ALL MWR Flyers and Events click here
• 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. • 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.
• 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. • 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.
KEY DATES
Sponsorship:
Be sure to get your
Sponsorship requests in as
early as possible
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.
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
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
(573) 596-0147
4
SPONSORSHIP FINANCIALS AT A GLANCE
YEAR TO DATE
BC LIB
SPONSORSHIP
FY12 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 I-
44 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
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
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SPONSORSHIP EVENTS & PROGRAM OVERVIEW
ACTIVITY CASH IN-KIND TOTAL
As of 3/2/12
Pending further action. Event cancelled
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.
Everyone is invited to
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
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 Ceremony.
Highlighted this month is the
DREAM TEAM AWARD
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!
Professional
Development
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.
TEAM FMWR CATCH US AT OUR BEST
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