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WOW!<br />(aka, ‘steal’ this idea… things you <br />can do right now at your garrison)<br />Marketing and Sponsorship<br /...
Marketing and Sponsorship<br />Best Practices and Great Ideas<br />Strong Branding and<br />Branded Templates<br />Colleen...
Strong Branding<br />Challenge: <br />Educating the community about Family and MWR<br /><ul><li>USAG Stuttgart is a multi-...
AFRICOM
EUCOM</li></ul>Bottom line:<br /><ul><li>Many community members </li></ul>don’t know what FMWR is<br />For official use on...
Strong Branding<br />Start with Brand Central<br /><ul><li>Look & Feel
Colors
Fonts
Images</li></li></ul><li>Branded Templates<br />
Marketing and Sponsorship<br />Best Practices and Great Ideas<br />“The Simple Campaign”<br />and<br />Partnering with PAO...
Fort Belvoir’s “Simple Campaign”<br />In August 2010, Fort Belvoir Marketing launched a new website with cutting-edge feat...
Partnering with PAO for AFC Message<br />WHAT: A front page masthead piece, Delivering the Covenant: Belvoir Keeps the Pro...
Marketing and Sponsorship<br />Best Practices and Great Ideas<br />“N.O.E.L.” – The Night of Extraordinary Lights<br />Pau...
‘NOEL’ - The Night of Extraordinary Lights <br /><ul><li>Friday and Saturday, Dec. 10 and 11, 2010 at Mountain View Golf C...
One of the biggest attractions was free hay rides to view approximately 25 festive holiday light displays set up around tw...
Holiday movies shown on a huge, inflatable movie screen
Digital photos with Santa, letters to the North Pole, caroling, face painting and coloring
“The Grinch”, “Elmo” and several of Santa’s elves, moved among the crowds
Concessions were available to purchase
A popular stop was the S’ Mores Pit, where more than 700 of the sweet treats were made
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
Craft vendors were also on hand for last-minute holiday shopping
More than 3,000 people enjoyed the two-day event open to everyone</li></li></ul><li>Marketing and Sponsorship<br />Best Pr...
YPG’s Sizzlin’ Summer 2010<br /><ul><li>Sizzlin’ Summer Concept & Overview
Summers are HOT in Yuma…     no, REALLY hot!
 Community-wide themed pool parties designed for all ages.
A team effort involving ALL     FMWR divisions.
Splish Splash Luau Bash
 Hawaiian Dancers
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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 of "Symposium best practices master"

    1. 1. WOW!<br />(aka, ‘steal’ this idea… things you <br />can do right now at your garrison)<br />Marketing and Sponsorship<br />Best Practices and Great Ideas<br />
    2. 2. Marketing and Sponsorship<br />Best Practices and Great Ideas<br />Strong Branding and<br />Branded Templates<br />Colleen Terry, Marketing Manager<br />USAG Stuttgart, Germany<br />
    3. 3. Strong Branding<br />Challenge: <br />Educating the community about Family and MWR<br /><ul><li>USAG Stuttgart is a multi-branch command, </li></ul>hosting all branches of military<br /><ul><li>2 Major Commands
    4. 4. AFRICOM
    5. 5. EUCOM</li></ul>Bottom line:<br /><ul><li>Many community members </li></ul>don’t know what FMWR is<br />For official use only.<br />
    6. 6. Strong Branding<br />Start with Brand Central<br /><ul><li>Look & Feel
    7. 7. Colors
    8. 8. Fonts
    9. 9. Images</li></li></ul><li>Branded Templates<br />
    10. 10. Marketing and Sponsorship<br />Best Practices and Great Ideas<br />“The Simple Campaign”<br />and<br />Partnering with PAO<br />Debra Taylor, Marketing Manager<br />Fort Belvoir, Virginia<br />
    11. 11. Fort Belvoir’s “Simple Campaign”<br />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. <br /> <br />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.<br /> <br />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”.<br /> <br />
    12. 12.
    13. 13. Partnering with PAO for AFC Message<br />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. <br />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.<br />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.<br /> <br />
    14. 14. Marketing and Sponsorship<br />Best Practices and Great Ideas<br />“N.O.E.L.” – The Night of Extraordinary Lights<br />Paula German, Marketing Manager<br />Fort Huachuca, Arizona<br />
    15. 15. ‘NOEL’ - The Night of Extraordinary Lights <br /><ul><li>Friday and Saturday, Dec. 10 and 11, 2010 at Mountain View Golf Course
    16. 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. 17. Holiday movies shown on a huge, inflatable movie screen
    18. 18. Digital photos with Santa, letters to the North Pole, caroling, face painting and coloring
    19. 19. “The Grinch”, “Elmo” and several of Santa’s elves, moved among the crowds
    20. 20. Concessions were available to purchase
    21. 21. A popular stop was the S’ Mores Pit, where more than 700 of the sweet treats were made
    22. 22. A popular attraction was the synthetic ice skating rink—not something you see every day in Southern Arizona!
    23. 23. From 700 to 900 skaters, both children and adults
    24. 24. Craft vendors were also on hand for last-minute holiday shopping
    25. 25. More than 3,000 people enjoyed the two-day event open to everyone</li></li></ul><li>Marketing and Sponsorship<br />Best Practices and Great Ideas<br />Sizzlin’ Summer 2010<br />W. David Willett, Marketing Manager<br />Yuma Proving Ground, Arizona<br />
    26. 26. YPG’s Sizzlin’ Summer 2010<br /><ul><li>Sizzlin’ Summer Concept & Overview
    27. 27. Summers are HOT in Yuma… no, REALLY hot!
    28. 28. Community-wide themed pool parties designed for all ages.
    29. 29. A team effort involving ALL FMWR divisions.
    30. 30. Splish Splash Luau Bash
    31. 31. Hawaiian Dancers
    32. 32. Fire Dancers</li></li></ul><li>YPG’s Sizzlin’ Summer 2010<br /><ul><li> Wet ‘n’ Wild West Party
    33. 33. Live Band
    34. 34. Western-themed Games
    35. 35. Back to School Flip Flop Hop
    36. 36. 1950’s Retro Theme
    37. 37. Live Rock ’n’ Roll Band
    38. 38. Classic Car Exhibit
    39. 39. Marketing Features of Sizzlin’ Summer
    40. 40. Coordinated marketing throughout FMWR facilities – each division was involved in the program
    41. 41. Extensive use of Facebook, Twitter
    42. 42. For 2011…KahunaPalooza Summer Pool Parties</li></li></ul><li>Marketing and Sponsorship<br />Best Practices and Great Ideas<br />Recreational Delivery<br />System (RDS)<br /> as a Marketing Tool<br />Aimee Mestre<br /> Marketing Assistant/RDS Marketing<br />Fort Polk, Louisiana<br />
    43. 43. RDS As a Marketing Tool<br /><ul><li> Create a Recreational Delivery System (RDS) Team
    44. 44. Team comprising Community Recreation Division (CRD), </li></ul> Business Operation Division (BOD), Marketing, Services Branch, <br /> Child, Youth & School Services (CYS Services), Sponsorship/Special Events, and Army Community Service (ACS) representatives from DFMWR<br /><ul><li>Representatives create multi-facility marketing base
    45. 45. Programming developed per quarter
    46. 46. Unusual & quirky in activities and marketing
    47. 47. Themes unique to installation offerings
    48. 48. Visibility and interest enhanced by good counter balance base of traditional programming and marketing
    49. 49. Goals
    50. 50. Increased participation
    51. 51. Increased awareness of facilities
    52. 52. Rise in Facebook interaction/comments
    53. 53. Rise in Interactive Customer Evaluation (ICE) satisfaction</li></li></ul><li>RDS As a Marketing Tool<br /><ul><li>Each event tests varying marketing strategies
    54. 54. Social Media (Facebook)
    55. 55. Internet
    56. 56. Traditional vs non-traditional programming
    57. 57. Traditional Marketing </li></ul>•flyers/posters/road signs/print<br /><ul><li> Results
    58. 58. Goals met </li></ul>•MWR ICE Satisfaction: 69% in 2009; 88% in 2010; currently 93% in 2011<br /> •Team participation increased from 2010 to 2011 by almost 50%<br /> •Fort Polk Facebook community posting and sharing input<br /><ul><li>Inspired spinoff programming</li></ul> •CYSS Industrial Arts Sculpture Class (Green Initiative)<br /> •Arts & Crafts competition<br /> •Cooperative integration of programming<br /><ul><li>New programs created based on customer needs
    59. 59. Multiple facilities now share information and support all MWR’s programming/activities and customers (Operation Excellence) </li></li></ul><li>Marketing and Sponsorship<br />Best Practices and Great Ideas<br />Richard Gerke, Marketing Assistant<br />USAG Vicenza, Italy<br />
    60. 60. <ul><li>The Challenge
    61. 61. Needed better participation in QTR Fun Runs
    62. 62. Attract non-athletes and Families
    63. 63. Sports had fun idea but it conflicted with traditional fitness concepts
    64. 64. Images combining two ideas not available
    65. 65. Solution
    66. 66. Even the playing field by shaving time off for donuts eaten
    67. 67. Have a stroller category to encourage Families
    68. 68. Designed our own image that implied the conflict and created challenge
    69. 69. Donut Man was born –Athletic Runners are chasing him
    70. 70. Start early to give the incredible concept time to brew and create a buzz</li></li></ul><li><ul><li>Execution
    71. 71. Donut Man 1st appeared two months before the race
    72. 72. Early promotions; explanation of rules, registration info and categories
    73. 73. Registration Drop Box at Fitness Center entrance
    74. 74. Promotions; newspaper, AFN, posters, Web, Top-10, Email, SCALA
    75. 75. 1st-150 to register guaranteed a T-shirt
    76. 76. Email reminder to register sent to distro lists
    77. 77. Results
    78. 78. Pre-registration more than doubled
    79. 79. Secured 174 new emails for distro lists
    80. 80. More Families and non-athletes participated
    81. 81. Subsequent races continued to have increased participation
    82. 82. Last race had over 300 pre-registered (triple pre-Donut Dash races) </li></li></ul><li>Marketing and Sponsorship<br />Best Practices and Great Ideas<br />Partnership with Sponsorship and Garrison Organizations<br />Alice Verberne, Marketing Manager<br />USAG Baumholder, Germany<br />
    83. 83. Partnership Sponsors with Sponsors<br /><ul><li>Look for themes to incorporate sponsors
    84. 84. July 4th: We will invite Hooters and </li></ul>Harley to work together with a local <br />photography studio and Stars & Stripes.<br /><ul><li>Put a Harley on a pedestal, </li></ul>the Hooter Girl on the bike and take digital <br />photos with the Soldiers . <br /><ul><li>The photo studio prints a free "postcard" </li></ul>of the soldier with their info on the back. <br />Harley and Hooter's get exposure. <br /><ul><li>MWR Marketing and S&S post the photos on social media </li></ul>and the Stars and Stripes website for folks to download for free. <br /><ul><li>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. 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.</li></li></ul><li>Baumholder Community Partnerships with Family and MWR<br /><ul><li> Physical therapy, the Sports office, </li></ul> EEO and the Mental Health clinic<br /><ul><li>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. 86. Entice clients by offering a punch card for Fitness Month.
    87. 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. </li></li></ul><li>Baumholder Community Partnerships with Family and MWR (continued)<br /><ul><li>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. </li></li></ul><li>Baumholder Community Partnerships with Family and MWR (continued)<br /><ul><li>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. 88. Yes, I recommend you participate in the programs.</li></li></ul><li>Marketing and Sponsorship<br />Best Practices and Great Ideas<br />Newcomer Ho’oike<br />Steve Takekawa, Marketing Manager<br />USAG Hawaii<br />
    89. 89. Newcomers Ho’oike<br /><ul><li>WIN!!</li></ul>- ACS - AAFES<br />- BOSS - DeCA<br />- CRD - Hale Koa Hotel<br />- CYSS<br /><ul><li>WIN!!</li></ul>- Soldiers & Family Members<br /><ul><li>WIN!!
    90. 90. Commercial Sponsors
    91. 91. WIN!!</li></ul>- Nehelani Community Club<br />
    92. 92. Marketing and Sponsorship<br />Best Practices and Great Ideas<br />Leveraging Big Events for Sponsorship Recognition<br />Lori Bruschi, Marketing Manager<br />Fort Bragg, North Carolina<br />
    93. 93. Leveraging Big Events for Sponsorship Recognition<br /><ul><li>Sponsors Want Recognition:
    94. 94. From the Command
    95. 95. From the Soldiers & Families they support
    96. 96. With a plaque or trophy for display</li></ul> their place of business<br /><ul><li>Separate Sponsorship </li></ul>Recognition Events:<br /><ul><li>Are costly
    97. 97. Require tedious calendar</li></ul> coordination with clients &<br /> command<br /><ul><li>Mostly only involve the sponsors and</li></ul> command, not the Soldiers & Families they<br /> support throughout the year<br />
    98. 98. Leveraging Big Events for Sponsorship Recognition<br /><ul><li>Our Solution….Combine sponsor recognition </li></ul>With a large, highly attended event…<br /><ul><li>Advantages
    99. 99. Command calendars are cleared & most sponsors</li></ul>already attend regularly<br /><ul><li>By combining both functions, funding for the </li></ul>event VIP tent can also be utilized for the sponsor<br />recognition gala<br /><ul><li>Sponsors receive recognition in front of 45K+</li></ul>Soldiers & Families by the highest command/rep<br /><ul><li>Sponsors receive additional perks, i.e.</li></ul>backstage passes, meet & greets, etc.<br /><ul><li>Media covering the event also cover the on-stage</li></ul>sponsor recognition by the CG & GC<br /><ul><li>Photo ops with command, high profile attendees, etc.</li></ul>are prime<br /><ul><li>Sponsors’ families receive the same event benefits</li></ul>& are allowed on stage during the recognition<br />
    100. 100. Marketing and Sponsorship<br />Best Practices and Great Ideas<br />Thank You to All the Presenting Garrisons!<br />
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