Marketing Promotion Support for Programs

THE COMPLETE MARKETING PROCESS Marketing & Promotion Support for Programs Long Term Program Opportunities Demographic Projections & Implications Program POC & Acct. Rep. Coordination Research DETERMINE INFORMATION NEEDED Identify data required & anticipate analysis THE COMPLETE MARKETING PROCESS Industry Data 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 Specify Data Sources Primary Secondary Determine In-house or Contract IN- HOUSE CONTRACT Write PO Write Statement of Work Coordinate w/contracting Develop & Publish Award Contract Design Sample Evaluate Cost/Benefit Coordinate Design Data Collection Instrument PLAN DEVELOPMENT Get ARI Approval 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 Collect Data Process, Analyze & Interpret Data Report Primary/Secondary Data SALES/PERFORMANCE DATA OPERATIONS/SBU -Lodging -Recreation -Hospitality -Family Product Price Place Product PLAN REPORT OUT, IMPLEMENTATION & CONTROL I. Summarization II. Situational Analysis III. Target Market IV. Problems and Opportunities V. Marketing Objectives and Goals VI. Marketing Strategy VII. Marketing Tactics VIII. Implementation & Control Service Advertising Media Selection Graphics Media Selection & Planning Promotion Event/Sales Planning Publicity Write Press Releases/Features/News Copy Coordination/Scheduling & Planning Contract/In-House Contract/In-House Contract/In-House Copy & Art Development Copy & Art Development Sales/Promotion Follow Up & Follow Through Proofing/Editing Proofing/Editing Execution Contracting Contracting/Production Output Output Long Term Program Opportunities Demographic Projections & Implications Program POC & Acct. Rep. Coordination THE COMPLETE MARKETING PROCESS DETERMINE INFORMATION NEEDED 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 PROCESS CFSC PROGRAM SUPPORT Program Point Of Contact & Account Rep. Coordination Strategic Business Unit (SBU) Managers: Business Operations Recreation Family Support Functions Functionality: 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 Member of the Program Team Abreast of All Program Elements Partner in Both Successes and Failures Long Term Program Opportunities Demographic Projections & Implications Program POC & Acct. Rep. Coordination Research DETERMINE INFORMATION NEEDED Identify data required & anticipate analysis THE COMPLETE MARKETING PROCESS Industry Data 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 Specify Data Sources Primary Secondary Determine In-house or Contract IN- HOUSE CONTRACT Write PO Write Statement of Work Coordinate w/contracting Develop & Publish Award Contract Design Sample Evaluate Cost/Benefit Coordinate Design Data Collection Instrument PLAN DEVELOPMENT Get ARI Approval 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 Collect Data Process, Analyze & Interpret Data Report Primary/Secondary Data CONSUMER INSIGHT MAJOR MISSIONS Determine Information Needed THE COMPLETE MARKETING PROCESS Research Identify Data Required & Anticipate Analysis IN- HOUSE Evaluate Cost/Benefit Coordinate Design Sample Design Data Collection Instrument Get ARI Approval Specify Data Sources Primary Secondary Determine In-house or Contract CONTRACT Write Statement of Work Write Purchase Order Coordinate with Contracting Develop & Publish Collect Data Process, Analyze & Interpret Data Report Primary/ Secondary Data Industry Data - Leisure Needs Survey - Provide a Mature Baseline of Research Data for 5-Year Business Plan - Customer Satisfaction Assessment (ISR III) - Prepare MWR Annual Research Plan Award Contract CONSUMER INSIGHT TYPES OF PROJECTS THE COMPLETE MARKETING 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 LEISURE NEEDS SURVEY THE COMPLETE MARKETING 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 MARKETING CUSTOMER SATISFACTION PROCESS SURVEY - 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 TIDBITS THE COMPLETE MARKETING 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 Program POC & Acct. Rep. Coordination Research DETERMINE INFORMATION NEEDED Identify data required & anticipate analysis THE COMPLETE MARKETING PROCESS Industry Data 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 Specify Data Sources Primary Secondary Determine In-house or Contract IN- HOUSE CONTRACT Write PO Write Statement of Work Coordinate w/contracting Develop & Publish Award Contract Design Sample Evaluate Cost/Benefit Coordinate Design Data Collection Instrument PLAN DEVELOPMENT Get ARI Approval 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 Collect Data Process, Analyze & Interpret Data Report Primary/Secondary Data OPERATIONS/SBU Product PLAN REPORT OUT, IMPLEMENTATION & CONTROL I. Summarization II. Situational Analysis III. Target Market IV. Problems and Opportunities V. Marketing Objectives and Goals VI. Marketing Strategy VII. Marketing Tactics VIII. Implementation & Control -Lodging -Recreation -Hospitality -Family Product Price Place Service MARKET PLANNING & PROMOTION PLAN REPORT OUT, IMPLEMENTATION & CONTROL I. Summarization II. Situational Analysis III. Target Market IV. Problems and Opportunities V. Marketing Objectives and Goals VI. Marketing Strategy VII. Marketing Tactics VIII. Implementation & Control THE COMPLETE MARKETING PROCESS Product Price Place 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 Program POC & Acct. Rep. Coordination Research DETERMINE INFORMATION NEEDED Identify data required & anticipate analysis THE COMPLETE MARKETING PROCESS Industry Data 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 Specify Data Sources Primary Secondary Determine In-house or Contract IN- HOUSE CONTRACT Write PO Write Statement of Work Coordinate w/contracting Develop & Publish Award Contract Design Sample Evaluate Cost/Benefit Coordinate Design Data Collection Instrument PLAN DEVELOPMENT Get ARI Approval 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 Collect Data Process, Analyze & Interpret Data Report Primary/Secondary Data SALES/PERFORMANCE DATA OPERATIONS/SBU -Lodging -Recreation -Hospitality -Family Product Price Place Product PLAN REPORT OUT, IMPLEMENTATION & CONTROL I. Summarization II. Situational Analysis III. Target Market IV. Problems and Opportunities V. Marketing Objectives and Goals VI. Marketing Strategy VII. Marketing Tactics VIII. Implementation & Control Service Advertising Media Selection Graphics Media Selection & Planning Promotion Event/Sales Planning Publicity Write Press Releases/Features/News Copy Coordination/Scheduling & Planning Contract/In-House Contract/In-House Contract/In-House Copy & Art Development Copy & Art Development Sales/Promotion Follow Up & Follow Through Proofing/Editing Proofing/Editing Execution Contracting Contracting/Production Output Output TECHNICAL IMPLEMENTATION THE COMPLETE MARKETING PROCESS PLAN REPORT OUT, IMPLEMENTATION & CONTROL I. Summarization II. Situational Analysis III. Target Market IV. Problems and Opportunities V. Marketing Objectives and Goals VI. Marketing Strategy VII. Marketing Tactics VIII. Implementation & Control Advertising Media Selection Graphics Media Selection & Planning Contract/In-House Promotion Event/Sales Planning Publicity Write Press Copy Coordination Scheduling & Planning Copy & Art Development Proofing/Editing Contracting Output Copy & Art Development Proofing/Editing Contracting/ Production Output Sales/Promotion Follow Up & Follow Through Execution IN HOUSE LAYOUT & DESIGN SAVINGS THE COMPLETE MARKETING PROCESS • APPROXIMATELY 9 MONTH SNAPSHOT • $55,880 ALA MWR Booth CYS Passport Logo CYS Certificate CYS Passport Brochure CYS Teen & Child Posters MK fax cover sheet AFRC Europe Color Ads AFRC Europe B & W Ads HR Brochure & Covers AFRC Europe Brochure CYS Report Covers/dividers CYS Passport Covers AFS 99 Calendar Brochure AFS 99 Calendar Poster WCAP Brochure design SP ALA Slides CYS Teen Booklet All Army Sports Poster MK Web Brochure AFTB Poster AFTB Press Kit Covers & Labels Recreate CYS Logo Recreate WCAP Logo WCAP Scans & Slides Arts & Crafts Poster 99 Annual Report CYS Calendar All Army Sports Brochure Revisions MK letterhead Shades of Green Web BP Golf Promo BP Gift Certificates BP Meal Punch Card BP Bowling Party T-Shirt ARMP Brochure BOSS Newsletter MWR Employee Handbook Army School Partnership Logo BOSS Newsletter Scans Feedback Sports Header Cover Sheet CISM Games Advertising Campaign 99 Annual Report Scans Long Term Program Opportunities Demographic Projections & Implications Program POC & Acct. Rep. Coordination Research DETERMINE INFORMATION NEEDED Identify data required & anticipate analysis THE COMPLETE MARKETING PROCESS Industry Data 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 Specify Data Sources Primary Secondary Determine In-house or Contract IN- HOUSE CONTRACT Write PO Write Statement of Work Coordinate w/contracting Develop & Publish Award Contract Design Sample Evaluate Cost/Benefit Coordinate Design Data Collection Instrument PLAN DEVELOPMENT Get ARI Approval 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 Collect Data Process, Analyze & Interpret Data Report Primary/Secondary Data SALES/PERFORMANCE DATA OPERATIONS/SBU -Lodging -Recreation -Hospitality -Family Product Price Place Product PLAN REPORT OUT, IMPLEMENTATION & CONTROL I. Summarization II. Situational Analysis III. Target Market IV. Problems and Opportunities V. Marketing Objectives and Goals VI. Marketing Strategy VII. Marketing Tactics VIII. Implementation & Control Service Advertising Media Selection Graphics Media Selection & Planning Promotion Event/Sales Planning Publicity Write Press Releases/Features/News Copy Coordination/Scheduling & Planning Contract/In-House Contract/In-House Contract/In-House Copy & Art Development Copy & Art Development Sales/Promotion Follow Up & Follow Through Proofing/Editing Proofing/Editing Execution Contracting Contracting/Production Output Output