Get documents about "Marketing Promotion Support for Programs
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THE COMPLETE
MARKETING
PROCESS
Marketing & Promotion
Support for Programs
Long Term Program Opportunities Demographic Projections & Implications
THE COMPLETE
Program POC
& Acct. Rep. Coordination
MARKETING
DETERMINE INFORMATION NEEDED
Research
Identify data required &
PROCESS
anticipate analysis
MARKET/PRODUCT ANALYSIS Specify Data Sources Industry Data
Primary Secondary
External Environment Analysis
Internal Organization Review
Competitive Analysis
Market Potential Analysis Determine
CONTRACT
In-house or Write PO
Market Share Analysis
Contract
Product Line Analysis
Customer Analysis Write Statement of Work
IN- HOUSE
Pricing Analysis
Channels of Distribution Coordinate w/contracting
Design Sample
Marketing Personnel & Budget
Marketing Research Analysis Develop & Publish
Advertising & Sales Promotion Evaluate
Cost/Benefit
Coordinate Award Contract
Design Data
Collection
Instrument
PLAN DEVELOPMENT
Get ARI Approval
Sales Projections
Target Markets Collect Data
Marketing & Sales Objectives
Marketing Strategies Process, Analyze &
Pricing Interpret Data
Channels of Distribution
Marketing Personnel Report
HR Development Primary/Secondary SALES/PERFORMANCE
Data DATA
Marketing Research Program
Advertising/Sales Promotion Plan
Marketing Budget OPERATIONS/SBU Product
Marketing Activities Timetable
-Lodging
-Recreation
PLAN REPORT OUT,
-Hospitality
IMPLEMENTATION & CONTROL -Family
I. Summarization
II. Situational Analysis
Product Service
III. Target Market
IV. Problems and Opportunities Price
V. Marketing Objectives and Goals
VI. Marketing Strategy Place
VII. Marketing Tactics
VIII. Implementation & Control
Advertising Graphics Promotion Publicity
Media Write Press
Media Event/Sales
Selection Releases/Features/News
Selection Planning
& Planning Copy
Coordination/Scheduling
Contract/In-House Contract/In-House Contract/In-House
& Planning
Copy & Art Copy & Art Follow Up & Follow
Sales/Promotion
Development Development Through
Proofing/Editing Proofing/Editing Execution
Contracting Contracting/Production
Output Output
Long Term Program Opportunities Demographic Projections & Implications
THE COMPLETE
Program POC
& Acct. Rep. Coordination
MARKETING
DETERMINE INFORMATION NEEDED
PROCESS
MARKET/PRODUCT ANALYSIS
External Environment Analysis
Internal Organization Review
Competitive Analysis
Market Potential Analysis
Market Share Analysis
Product Line Analysis
Customer Analysis
Pricing Analysis
Channels of Distribution
Marketing Personnel & Budget
Marketing Research Analysis
Advertising & Sales Promotion
PLAN DEVELOPMENT
Sales Projections
Target Markets
Marketing & Sales Objectives
Marketing Strategies
Pricing
Channels of Distribution
Marketing Personnel
HR Development
Marketing Research Program
Advertising/Sales Promotion Plan
Marketing Budget
Marketing Activities Timetable
THE COMPLETE
MARKETING
CFSC PROGRAM SUPPORT PROCESS
Program Point Of Contact &
Account Rep. Coordination
Strategic Business Unit
(SBU) Managers:
Business Operations
MARKET/PRODUCT ANALYSIS Recreation
-External Environment Analysis
-Internal Organization Review
-Competitive Analysis Family
-Market Potential Analysis Support Functions
-Market Share Analysis
-Product Line Analysis
-Customer Analysis Functionality:
-Pricing Analysis
-Channels of Distribution
-Marketing Personnel & Budget Member of the
-Marketing Research Analysis
-Advertising & Sales Promotion Program Team
Abreast of All Program
PLAN DEVELOPMENT Elements
-Sales Projections
Partner in Both
-Target Markets Successes and
-Marketing & Sales Objectives
-Marketing Strategies Failures
-Pricing
-Channels of Distribution
-Marketing Personnel
-HR Development
-Marketing Research Program
-Advertising/Sales Promotion Plan
-Marketing Budget
-Marketing Activities Timetable
Long Term Program Opportunities Demographic Projections & Implications
THE COMPLETE
Program POC
& Acct. Rep. Coordination
MARKETING
DETERMINE INFORMATION NEEDED
Research
Identify data required &
PROCESS
anticipate analysis
MARKET/PRODUCT ANALYSIS Specify Data Sources Industry Data
Primary Secondary
External Environment Analysis
Internal Organization Review
Competitive Analysis
Market Potential Analysis Determine
CONTRACT
In-house or Write PO
Market Share Analysis
Contract
Product Line Analysis
Customer Analysis Write Statement of Work
IN- HOUSE
Pricing Analysis
Channels of Distribution Coordinate w/contracting
Design Sample
Marketing Personnel & Budget
Marketing Research Analysis Develop & Publish
Advertising & Sales Promotion Evaluate
Cost/Benefit
Coordinate Award Contract
Design Data
Collection
Instrument
PLAN DEVELOPMENT
Get ARI Approval
Sales Projections
Target Markets Collect Data
Marketing & Sales Objectives
Marketing Strategies Process, Analyze &
Pricing Interpret Data
Channels of Distribution
Marketing Personnel Report
HR Development Primary/Secondary
Data
Marketing Research Program
Advertising/Sales Promotion Plan
Marketing Budget
Marketing Activities Timetable
THE COMPLETE
CONSUMER INSIGHT MARKETING
MAJOR MISSIONS PROCESS
Determine Information Needed Research
Identify Data Required
& Anticipate Analysis
IN- HOUSE
Specify Data Sources
Evaluate Cost/Benefit Primary Secondary
Coordinate
Determine
Design Sample In-house or
Contract
Design Data Collection
Instrument CONTRACT
Write Statement
Get ARI Approval of Work
Collect Data Write Purchase Order
Industry Data
Process, Analyze & Coordinate with
Interpret Data Contracting
Report Primary/ Develop & Publish
Secondary Data
- Leisure Needs Survey
Award Contract
- Provide a Mature Baseline of Research Data for 5-Year Business
Plan
- Customer Satisfaction Assessment (ISR III)
- Prepare MWR Annual Research Plan
THE COMPLETE
CONSUMER INSIGHT MARKETING
TYPES OF PROJECTS PROCESS
- Arts and Crafts/Auto Crafts Focus Groups, pending
action plan
- Fitness Focus Groups, pending action plan
- Library Automation Survey (Main Complete) (Branch =
pending)
- NAF Contracting Customer Satisfaction Survey
- Two Human Resources Surveys
- Lodging/MWR Facility Evaluations Update
- Tidbits Monthly
- Installation Marketing Office Skills
- Feedback Articles Bi-Monthly
- Marketing POC Update
- Lodging telephone survey
- Outdoor recreation Focus Groups
THE COMPLETE
MARKETING
LEISURE NEEDS SURVEY PROCESS
- Conducted at 87+ Army installations every 3
years.
- Surveys active duty personnel, DOD civilians,
and retirees.
- Covers individual and family background,
leisure activity preferences and participation,
use and perceived quality of MWR and Family
programs and facilities, and the impact and
importance of MWR in enhancing Army quality
of life.
- Information gathered assists in future program
planning and implementation at installation,
MACOM and Army levels.
- Basic Research for Project Validation
Assessment (PVA)
- Separate Item in Construction Review Board
(CRB) Matrix
THE COMPLETE
CUSTOMER SATISFACTION MARKETING
SURVEY PROCESS
- A 4-page Survey Intended for Active Duty
Respondents
- Evaluate MWR Program/Service Satisfaction
- Used to Evaluate ISR Part III
- Survey Staffed With MACOMs and Program
Proponents
- Survey Approved by Army Research Institute
- Survey Tested With Soldier Focus Group
- Survey Field Tested at Three Installations
- Results to be Tabulated and Analyzed
- Output Well Be Provided to Test Installations
- Results Briefed to MWRWG and EXCOM
- Must be Installation Driven - Not Supportable With
Army Level Data Bases
THE COMPLETE
MARKETING
TIDBITS PROCESS
- Monthly Review of Business and Industry Trends
Compiled by CFSC Marketing Research.
- Emailed to DPCAs, Installation Marketers, MACOM
Marketing Chiefs, and CFSC Program Managers
- Regular Feature in Feedback
- Accessed From MWR Homepage
- Used to Gauge Trends in Activities In 7 Categories
- Family
- Child and Youth
- Food, Beverage and Entertainment
- Leisure, Hobbies and Skill Development
- Internet/Computers
- Sports and Fitness
- Travel/Tourism
Long Term Program Opportunities Demographic Projections & Implications
THE COMPLETE
Program POC
& Acct. Rep. Coordination
MARKETING
DETERMINE INFORMATION NEEDED
Research
Identify data required &
PROCESS
anticipate analysis
MARKET/PRODUCT ANALYSIS Specify Data Sources Industry Data
Primary Secondary
External Environment Analysis
Internal Organization Review
Competitive Analysis
Market Potential Analysis Determine
CONTRACT
In-house or Write PO
Market Share Analysis
Contract
Product Line Analysis
Customer Analysis Write Statement of Work
IN- HOUSE
Pricing Analysis
Channels of Distribution Coordinate w/contracting
Design Sample
Marketing Personnel & Budget
Marketing Research Analysis Develop & Publish
Advertising & Sales Promotion Evaluate
Cost/Benefit
Coordinate Award Contract
Design Data
Collection
Instrument
PLAN DEVELOPMENT
Get ARI Approval
Sales Projections
Target Markets Collect Data
Marketing & Sales Objectives
Marketing Strategies Process, Analyze &
Pricing Interpret Data
Channels of Distribution
Marketing Personnel Report
HR Development Primary/Secondary
Data
Marketing Research Program
Advertising/Sales Promotion Plan
Marketing Budget OPERATIONS/SBU Product
Marketing Activities Timetable
-Lodging
-Recreation
PLAN REPORT OUT,
-Hospitality
IMPLEMENTATION & CONTROL -Family
I. Summarization
II. Situational Analysis
Product Service
III. Target Market
IV. Problems and Opportunities Price
V. Marketing Objectives and Goals
VI. Marketing Strategy Place
VII. Marketing Tactics
VIII. Implementation & Control
THE COMPLETE
MARKET PLANNING & MARKETING
PROMOTION PROCESS
PLAN REPORT OUT,
IMPLEMENTATION & CONTROL
Product
I. Summarization
II. Situational Analysis
III. Target Market
IV. Problems and Opportunities Price
V. Marketing Objectives and Goals
VI. Marketing Strategy
VII. Marketing Tactics Place
VIII. Implementation & Control
Strategic Business Units
Product -Lodging
-Recreation
-Hospitality
-Family
Service
- Army Lodging
- Lodging Success
- US Soldier’s and Airman’s Home - Lodging
Allotment Promotion Plan - Recreation Delivery
- Child Care Rate Range Promotion Plan - Participant Throughout the
- Football Frenzy Promotion Process
- Capital Reinvestment Assessment - Market Planning
Promotion - Promotion Plan and Assist
- AFRC-E Market Planning II Execution
- Reconstitute “A Taste of Europe” - Feedback, Update, & Revise-
- Partner AFRC-E/Carlson Travel Outdoor Recreation Facility
1-800-GOARMY1 Promotion
- One Call - Single Package - Army Community Services (ACS)
- Promotion Give Away Marketing Plan
Long Term Program Opportunities Demographic Projections & Implications
THE COMPLETE
Program POC
& Acct. Rep. Coordination
MARKETING
DETERMINE INFORMATION NEEDED
Research
Identify data required &
PROCESS
anticipate analysis
MARKET/PRODUCT ANALYSIS Specify Data Sources Industry Data
Primary Secondary
External Environment Analysis
Internal Organization Review
Competitive Analysis
Market Potential Analysis Determine
CONTRACT
In-house or Write PO
Market Share Analysis
Contract
Product Line Analysis
Customer Analysis Write Statement of Work
IN- HOUSE
Pricing Analysis
Channels of Distribution Coordinate w/contracting
Design Sample
Marketing Personnel & Budget
Marketing Research Analysis Develop & Publish
Advertising & Sales Promotion Evaluate
Cost/Benefit
Coordinate Award Contract
Design Data
Collection
Instrument
PLAN DEVELOPMENT
Get ARI Approval
Sales Projections
Target Markets Collect Data
Marketing & Sales Objectives
Marketing Strategies Process, Analyze &
Pricing Interpret Data
Channels of Distribution
Marketing Personnel Report
HR Development Primary/Secondary SALES/PERFORMANCE
Data DATA
Marketing Research Program
Advertising/Sales Promotion Plan
Marketing Budget OPERATIONS/SBU Product
Marketing Activities Timetable
-Lodging
-Recreation
PLAN REPORT OUT,
-Hospitality
IMPLEMENTATION & CONTROL -Family
I. Summarization
Product Service
II. Situational Analysis
III. Target Market
IV. Problems and Opportunities Price
V. Marketing Objectives and Goals
VI. Marketing Strategy Place
VII. Marketing Tactics
VIII. Implementation & Control
Advertising Graphics Promotion Publicity
Media Write Press
Media Event/Sales
Selection Releases/Features/News
Selection Planning
& Planning Copy
Coordination/Scheduling
Contract/In-House Contract/In-House Contract/In-House
& Planning
Copy & Art Copy & Art Follow Up & Follow
Sales/Promotion
Development Development Through
Proofing/Editing Proofing/Editing Execution
Contracting Contracting/Production
Output Output
THE COMPLETE
TECHNICAL MARKETING
IMPLEMENTATION PROCESS
PLAN REPORT OUT, IMPLEMENTATION & CONTROL
I. Summarization V. Marketing Objectives and Goals
II. Situational Analysis VI. Marketing Strategy
III. Target Market VII. Marketing Tactics
IV. Problems and Opportunities VIII. Implementation & Control
Advertising Graphics Promotion Publicity
Media Selection Event/Sales
Media Selection Write Press Copy
& Planning Planning
Coordination
Contract/In-House
Scheduling
& Planning
Copy & Art Copy & Art
Sales/Promotion
Development Development Follow Up &
Follow Through
Proofing/Editing Proofing/Editing Execution
Contracting/
Contracting
Production
Output Output
THE COMPLETE
IN HOUSE LAYOUT & MARKETING
DESIGN SAVINGS PROCESS
• APPROXIMATELY 9 MONTH SNAPSHOT
• $55,880
ALA MWR Booth Recreate WCAP Logo
CYS Passport Logo WCAP Scans & Slides
CYS Certificate Arts & Crafts Poster
CYS Passport Brochure 99 Annual Report
CYS Teen & Child Posters CYS Calendar
MK fax cover sheet All Army Sports Brochure Revisions
AFRC Europe Color Ads MK letterhead
AFRC Europe B & W Ads Shades of Green Web
HR Brochure & Covers BP Golf Promo
AFRC Europe Brochure BP Gift Certificates
CYS Report Covers/dividers BP Meal Punch Card
CYS Passport Covers BP Bowling Party T-Shirt
AFS 99 Calendar Brochure ARMP Brochure
AFS 99 Calendar Poster BOSS Newsletter
WCAP Brochure design MWR Employee Handbook
SP ALA Slides Army School Partnership Logo
CYS Teen Booklet BOSS Newsletter Scans
All Army Sports Poster Feedback Sports Header
MK Web Brochure Cover Sheet CISM Games
AFTB Poster Advertising Campaign
AFTB Press Kit Covers & Labels 99 Annual Report Scans
Recreate CYS Logo
Long Term Program Opportunities Demographic Projections & Implications
THE COMPLETE
Program POC
& Acct. Rep. Coordination
MARKETING
DETERMINE INFORMATION NEEDED
Research
Identify data required &
PROCESS
anticipate analysis
MARKET/PRODUCT ANALYSIS Specify Data Sources Industry Data
Primary Secondary
External Environment Analysis
Internal Organization Review
Competitive Analysis
Market Potential Analysis Determine
CONTRACT
In-house or Write PO
Market Share Analysis
Contract
Product Line Analysis
Customer Analysis Write Statement of Work
IN- HOUSE
Pricing Analysis
Channels of Distribution Coordinate w/contracting
Design Sample
Marketing Personnel & Budget
Marketing Research Analysis Develop & Publish
Advertising & Sales Promotion Evaluate
Cost/Benefit
Coordinate Award Contract
Design Data
Collection
Instrument
PLAN DEVELOPMENT
Get ARI Approval
Sales Projections
Target Markets Collect Data
Marketing & Sales Objectives
Marketing Strategies Process, Analyze &
Pricing Interpret Data
Channels of Distribution
Marketing Personnel Report
HR Development Primary/Secondary SALES/PERFORMANCE
Data DATA
Marketing Research Program
Advertising/Sales Promotion Plan
Marketing Budget OPERATIONS/SBU Product
Marketing Activities Timetable
-Lodging
-Recreation
PLAN REPORT OUT,
-Hospitality
IMPLEMENTATION & CONTROL -Family
I. Summarization
II. Situational Analysis
Product Service
III. Target Market
IV. Problems and Opportunities Price
V. Marketing Objectives and Goals
VI. Marketing Strategy Place
VII. Marketing Tactics
VIII. Implementation & Control
Advertising Graphics Promotion Publicity
Media Write Press
Media Event/Sales
Selection Releases/Features/News
Selection Planning
& Planning Copy
Coordination/Scheduling
Contract/In-House Contract/In-House Contract/In-House
& Planning
Copy & Art Copy & Art Follow Up & Follow
Sales/Promotion
Development Development Through
Proofing/Editing Proofing/Editing Execution
Contracting Contracting/Production
Output Output
