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Symposium best practices master

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  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Family and MWR presented “N.O.E.L.”—the Night of Extraordinary Lights, Friday and Saturday, Dec. 10 and 11, 2010 at Mountain View Golf Course. This free event was open to everyone. One of the biggest attractions was free hay rides to view approximately 25 festive holiday light displays, which were set up around two holes of the golf course. A popular attraction was the synthetic ice skating rink—not something you see every day in Southern Arizona! From 700 to 900 skaters, both children and adults. Digital photos with Santa, holiday movies shown on the huge, inflatable movie screen and caroling. letters to the North Pole, face painting and coloring. Concessions were available to purchase and craft vendors were also on hand for last-minute holiday shopping. “The Grinch” and “Elmo,” along with several of Santa’s elves, moved among the crowds, A popular stop was the S’ Mores Pit, where more than 700 of the sweet treats were made In all, more than 3000 people were able to enjoy the two-day event.
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Team members are from multiple CONUS Regions and all OCONUS Regions (Europe, Korea and Pacific)
  • Transcript

    • 1. WOW!
      (aka, ‘steal’ this idea… things you
      can do right now at your garrison)
      Marketing and Sponsorship
      Best Practices and Great Ideas
    • 2. Marketing and Sponsorship
      Best Practices and Great Ideas
      Strong Branding and
      Branded Templates
      Colleen Terry, Marketing Manager
      USAG Stuttgart, Germany
    • 3. Strong Branding
      Challenge:
      Educating the community about Family and MWR
      • USAG Stuttgart is a multi-branch command,
      hosting all branches of military
      Bottom line:
      • Many community members
      don’t know what FMWR is
      For official use only.
    • 6. Strong Branding
      Start with Brand Central
    • Branded Templates
    • 10. Marketing and Sponsorship
      Best Practices and Great Ideas
      “The Simple Campaign”
      and
      Partnering with PAO
      Debra Taylor, Marketing Manager
      Fort Belvoir, Virginia
    • 11. Fort Belvoir’s “Simple Campaign”
      In August 2010, Fort Belvoir Marketing launched a new website with cutting-edge features. Educating the Fort Belvoir patron base of the website’s existence and its significant value would become an important campaign for Marketing in the following weeks.
       
      The greater challenge was empowering the front-line employees to buy into the relevancy of the website as a tool for their daily interactions with patrons. As the face of Family and MWR to the customer, the Front-Liner often serves as “Subject Matter Expert on all things MWR.” In the same way that “Smart-Books” equip every front desk with a wealth of quick-response knowledge, Front-Liners needed to embrace the website as a pool of knowledge.
       
      In what would become known as “the Simple Campaign”, Belvoir’s Marketing armed all Front-Line Employees with one easy talking-point message: “Everything’s online. It’s just that simple.” The campaign featured a compelling 11x17 inch laminated poster design featuring an image of a joyful pillow fight between children and the copy, “The best things in life are simple. Get the facts on what’s fresh and fun in your community. It’s free, fast and at your fingertips, 24/7. Everything’s online. It’s just that simple. belvoirmwr.com”. In addition to the poster, the design was produced on card stock in business-card size as a practical take-away product for patrons. Belvoir’s Simple Campaign combats the silo affect, promoting cross-promotion among Divisions and establishes the important concept for our Family and MWR team of “One Team. One Fight”.
       
    • 12.
    • 13. Partnering with PAO for AFC Message
      WHAT: A front page masthead piece, Delivering the Covenant: Belvoir Keeps the Promise, on Fort Belvoir's weekly newspaper publication, the Belvoir Eagle, distribution 19,000. Each week we provide a recent photo, a simple statement about how DFMWR supports the AFC, a cut line under the photo with a phone number for more information/questions.
      WHO: DFMWR Marketing partners with Fort Belvoir's PAO Office to feature a weekly masthead showcasing how Fort Belvoir supports the Army Family Covenant throughout the year.
      WHY: Army Families see references to the Army Family Covenant in publications, on websites and throughout post, but we reinforce the message with actual event photos. By reinforcing on a weekly basis the events and programs that Belvoir community members participate in, Army Families see the opportunities at Fort Belvoir and understand how AFC directly affects each one of them.
       
    • 14. Marketing and Sponsorship
      Best Practices and Great Ideas
      “N.O.E.L.” – The Night of Extraordinary Lights
      Paula German, Marketing Manager
      Fort Huachuca, Arizona
    • 15. ‘NOEL’ - The Night of Extraordinary Lights
      • Friday and Saturday, Dec. 10 and 11, 2010 at Mountain View Golf Course
      • 16. One of the biggest attractions was free hay rides to view approximately 25 festive holiday light displays set up around two holes of the golf course
      • 17. Holiday movies shown on a huge, inflatable movie screen
      • 18. Digital photos with Santa, letters to the North Pole, caroling, face painting and coloring
      • 19. “The Grinch”, “Elmo” and several of Santa’s elves, moved among the crowds
      • 20. Concessions were available to purchase
      • 21. A popular stop was the S’ Mores Pit, where more than 700 of the sweet treats were made
      • 22. A popular attraction was the synthetic ice skating rink—not something you see every day in Southern Arizona!
      • 23. From 700 to 900 skaters, both children and adults
      • 24. Craft vendors were also on hand for last-minute holiday shopping
      • 25. More than 3,000 people enjoyed the two-day event open to everyone
    • Marketing and Sponsorship
      Best Practices and Great Ideas
      Sizzlin’ Summer 2010
      W. David Willett, Marketing Manager
      Yuma Proving Ground, Arizona
    • 26. YPG’s Sizzlin’ Summer 2010
      • Sizzlin’ Summer Concept & Overview
      • 27. Summers are HOT in Yuma… no, REALLY hot!
      • 28. Community-wide themed pool parties designed for all ages.
      • 29. A team effort involving ALL FMWR divisions.
      • 30. Splish Splash Luau Bash
      • 31. Hawaiian Dancers
      • 32. Fire Dancers
    • YPG’s Sizzlin’ Summer 2010
      • Wet ‘n’ Wild West Party
      • 33. Live Band
      • 34. Western-themed Games
      • 35. Back to School Flip Flop Hop
      • 36. 1950’s Retro Theme
      • 37. Live Rock ’n’ Roll Band
      • 38. Classic Car Exhibit
      • 39. Marketing Features of Sizzlin’ Summer
      • 40. Coordinated marketing throughout FMWR facilities – each division was involved in the program
      • 41. Extensive use of Facebook, Twitter
      • 42. For 2011…KahunaPalooza Summer Pool Parties
    • Marketing and Sponsorship
      Best Practices and Great Ideas
      Recreational Delivery
      System (RDS)
      as a Marketing Tool
      Aimee Mestre
      Marketing Assistant/RDS Marketing
      Fort Polk, Louisiana
    • 43. RDS As a Marketing Tool
      • Create a Recreational Delivery System (RDS) Team
      • 44. Team comprising Community Recreation Division (CRD),
      Business Operation Division (BOD), Marketing, Services Branch,
      Child, Youth & School Services (CYS Services), Sponsorship/Special Events, and Army Community Service (ACS) representatives from DFMWR
      • Representatives create multi-facility marketing base
      • 45. Programming developed per quarter
      • 46. Unusual & quirky in activities and marketing
      • 47. Themes unique to installation offerings
      • 48. Visibility and interest enhanced by good counter balance base of traditional programming and marketing
      • 49. Goals
      • 50. Increased participation
      • 51. Increased awareness of facilities
      • 52. Rise in Facebook interaction/comments
      • 53. Rise in Interactive Customer Evaluation (ICE) satisfaction
    • RDS As a Marketing Tool
      • Each event tests varying marketing strategies
      • 54. Social Media (Facebook)
      • 55. Internet
      • 56. Traditional vs non-traditional programming
      • 57. Traditional Marketing
      •flyers/posters/road signs/print
      •MWR ICE Satisfaction: 69% in 2009; 88% in 2010; currently 93% in 2011
      •Team participation increased from 2010 to 2011 by almost 50%
      •Fort Polk Facebook community posting and sharing input
      • Inspired spinoff programming
      •CYSS Industrial Arts Sculpture Class (Green Initiative)
      •Arts & Crafts competition
      •Cooperative integration of programming
      • New programs created based on customer needs
      • 59. Multiple facilities now share information and support all MWR’s programming/activities and customers (Operation Excellence)
    • Marketing and Sponsorship
      Best Practices and Great Ideas
      Richard Gerke, Marketing Assistant
      USAG Vicenza, Italy
    • 60.
      • The Challenge
      • 61. Needed better participation in QTR Fun Runs
      • 62. Attract non-athletes and Families
      • 63. Sports had fun idea but it conflicted with traditional fitness concepts
      • 64. Images combining two ideas not available
      • 65. Solution
      • 66. Even the playing field by shaving time off for donuts eaten
      • 67. Have a stroller category to encourage Families
      • 68. Designed our own image that implied the conflict and created challenge
      • 69. Donut Man was born –Athletic Runners are chasing him
      • 70. Start early to give the incredible concept time to brew and create a buzz
      • Execution
      • 71. Donut Man 1st appeared two months before the race
      • 72. Early promotions; explanation of rules, registration info and categories
      • 73. Registration Drop Box at Fitness Center entrance
      • 74. Promotions; newspaper, AFN, posters, Web, Top-10, Email, SCALA
      • 75. 1st-150 to register guaranteed a T-shirt
      • 76. Email reminder to register sent to distro lists
      • 77. Results
      • 78. Pre-registration more than doubled
      • 79. Secured 174 new emails for distro lists
      • 80. More Families and non-athletes participated
      • 81. Subsequent races continued to have increased participation
      • 82. Last race had over 300 pre-registered (triple pre-Donut Dash races)
    • Marketing and Sponsorship
      Best Practices and Great Ideas
      Partnership with Sponsorship and Garrison Organizations
      Alice Verberne, Marketing Manager
      USAG Baumholder, Germany
    • 83. Partnership Sponsors with Sponsors
      • Look for themes to incorporate sponsors
      • 84. July 4th: We will invite Hooters and
      Harley to work together with a local
      photography studio and Stars & Stripes.
      • Put a Harley on a pedestal,
      the Hooter Girl on the bike and take digital
      photos with the Soldiers .
      • The photo studio prints a free "postcard"
      of the soldier with their info on the back.
      Harley and Hooter's get exposure.
      • MWR Marketing and S&S post the photos on social media
      and the Stars and Stripes website for folks to download for free.
      • Our demographic is about 50% single male, so this is a very popular theme for our community when the troops come back from down range. It is also low cost to all of the sponsors making it easy for them to participate during these economically tight times.
      • 85. They usually give away 2 Harley Jackets and Hooter's give hats and help pour the beer from the keg in addition to the above mentioned free items.
    • Baumholder Community Partnerships with Family and MWR
      • Physical therapy, the Sports office,
      EEO and the Mental Health clinic
      • Offer incentives throughout the month of April (fitness month) to ensure maximum participation in EEO events, medical screenings, AAFES sales promotions, & Family and MWR programming with prizes from the USO.
      • 86. Entice clients by offering a punch card for Fitness Month.
      • 87. Punch card is valid in April and offers the client a chance to tour fitness and medical facilities, take fitness and health classes, participate in sporting programs such as runs/walks and receive medical evaluations for free while earning discounts on shoes and other incentives.
    • Baumholder Community Partnerships with Family and MWR (continued)
      • Clients also receive a “fitness report card” valid for 6 months to assist in tracking their progress. In 6 months, the sports and health clinic will bring the clients back in to re-evaluate their progress.
    • Baumholder Community Partnerships with Family and MWR (continued)
      • Everyone wins, EEO increases their numbers at the Holocaust Memorial Run (partnered with Sports), the medical clinic screens clients and cross markets the Army Move program, the medical clinic offers shoe adjusting at AAFES while AAFES offers discounts on the shoes purchased. The punch cards are entered into a drawing for prizes from the USO.
      • 88. Yes, I recommend you participate in the programs.
    • Marketing and Sponsorship
      Best Practices and Great Ideas
      Newcomer Ho’oike
      Steve Takekawa, Marketing Manager
      USAG Hawaii
    • 89. Newcomers Ho’oike
      • WIN!!
      - ACS - AAFES
      - BOSS - DeCA
      - CRD - Hale Koa Hotel
      - CYSS
      • WIN!!
      - Soldiers & Family Members
      - Nehelani Community Club
    • 92. Marketing and Sponsorship
      Best Practices and Great Ideas
      Leveraging Big Events for Sponsorship Recognition
      Lori Bruschi, Marketing Manager
      Fort Bragg, North Carolina
    • 93. Leveraging Big Events for Sponsorship Recognition
      • Sponsors Want Recognition:
      • 94. From the Command
      • 95. From the Soldiers & Families they support
      • 96. With a plaque or trophy for display
      their place of business
      • Separate Sponsorship
      Recognition Events:
      • Are costly
      • 97. Require tedious calendar
      coordination with clients &
      command
      • Mostly only involve the sponsors and
      command, not the Soldiers & Families they
      support throughout the year
    • 98. Leveraging Big Events for Sponsorship Recognition
      • Our Solution….Combine sponsor recognition
      With a large, highly attended event…
      • Advantages
      • 99. Command calendars are cleared & most sponsors
      already attend regularly
      • By combining both functions, funding for the
      event VIP tent can also be utilized for the sponsor
      recognition gala
      • Sponsors receive recognition in front of 45K+
      Soldiers & Families by the highest command/rep
      • Sponsors receive additional perks, i.e.
      backstage passes, meet & greets, etc.
      • Media covering the event also cover the on-stage
      sponsor recognition by the CG & GC
      • Photo ops with command, high profile attendees, etc.
      are prime
      • Sponsors’ families receive the same event benefits
      & are allowed on stage during the recognition
    • 100. Marketing and Sponsorship
      Best Practices and Great Ideas
      Thank You to All the Presenting Garrisons!

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