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    Esrifamslms session 1 rc Esrifamslms session 1 rc Presentation Transcript

    • ESRIFAMSLMS… Decoding the Mystery of Marketing Research: An Interactive Case Study Approach
      Presented at:
      IMCOM Marketing Symposium
      April 2011
      By: Rosemary Clark
      Chief, Marketing Research and Analysis
    • Scenario
      Need to analyze whether a new program will be successful in your market.
      Information Sources:
      Environmental Systems Research Institute (Esri)
      Family Reporting System (FAMS)
      Leisure Market Survey (LMS)
    • Esri
      Esri’s GIS (geographic information systems) mapping software helps visualize demographic and consumer spending data.
      Esri reports can help marketing understand:
      • Demographic Profile of Area Population
      • Lifestyle and Life Stage Segments
      • Competitors by Industry & Location
    • FAMS
      Located in the Army Community Service Staff System website, the Family Reporting System (FAMS) provides demographic reports based on DEERS data:
      • 13 reports
      • Data updated quarterly
      • Can filter by criteria
      • View, export, print reports
      • Save report criteria
    • LMS
      Leisure Market Survey provides garrison specific customer feedback on Family and MWR programs.
      • Satisfaction
      • Importance
      • Interest
    • Case Study: Bowling Birthday Party
      Assignment:
      Determine whether a new bowling birthday party designed for children ages 6-11 will be a successful program to implement at your installation.
      Considerations:
      • Bowling center profile (Provided)
      • Number of children ages 6-11 in your market (FAMS)
      • Location of competitors (Esri)
      • Customer satisfaction data & interest (LNS2005)
      Objective:
      Present a recommendation to either IMPLEMENT or DECLINE.
    • Case Study Instructions
      • Open packet to reveal market
      • Complete worksheet
      • FAMS
      • Sponsor’s Children by Age Report
      • Sponsor’s Children by Gender Report
      • Esri
      • Custom map
      • List of area bowling center competitors (spreadsheet)
      • LNS2005
      • Garrison report excerpt: Bowling Centers
      • Local Factors
      • Bowling center facility
      • Leadership support
      • Other factors
    • Debrief Case Study
      IMPLEMENT or DECLINE?
      • Group 1 – Fort Hood
      • Group 2 – Yuma Proving Ground
      • Group 3 – Fort Leonard Wood
      • Group 4 – Fort Detrick
      • Group 5 – Heidelberg
      • Group 6 – Carlisle Barracks
      What other uses can you think of for FAMS or ESRI?
    • For More Information
      FAMS
      Register for access on ACS Staff Website
      Esri
      For custom reports contact:
      George Brezny
      Senior Research Specialist
      george.brezny@us.army.mil
      Leisure Market Survey 2011
      • Survey instrument is being revised to reduce length and incorporate more garrison custom questions
      • Centralized survey sampling and distribution
      • Survey fielded August/September 2011
      • Results will be available on web interface for garrison access and query
    • Summary
      Understand how to apply secondary research data from Esri reports with FAMS demographics to conduct marketing research on potential new programming or sponsorship opportunities.
      QUESTIONS?