How to Write a Contract - PowerPoint

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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

				
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Description: How to Write a Contract document sample