Marketing BootCamp:   Marketing to Today’s Military Families           Larry Fredrich, Runzheimer International         Su...
The Military has changed over          the past 35 years•    Volunteer vs. Draft•    Over 60% of the military are married ...
Military Housing Statistics• As of 1995, over 250,000 housing units were owned by  DOD domestically• Over two thirds were ...
Some Background Information• The largest group of relocating families in the US is the  military• Over 750,000 military fa...
The “BAH”• A rent-based housing allowance for military members,  and their dependents, living in the United States.• Meant...
More about the “BAH”•    Unique BAH rates computed for 363 MHA’s•    Over one million military families receive BAH•    BA...
The Data• 350,000 actual rentals surveyed annually• All properties are verified• BAH represents the median rent, for adequ...
The BAH Rates•    The BAH is set at the median•    It is an entitlement program (vs. need satisfaction)•    Rates are upda...
How has the military member      traditionally found housing?•    Contact the Housing Office•    Talk to friends assigned ...
So what’s the solution?                www.AHRN.com•    BAH determines Affordability•    BAH addresses Adequacy•    Availa...
AHRN Statistics to Date• AHRN has been deployed at over 439 military bases in  the US• 29 installations in Europe and Asia...
Today’s Market Conditions Great News: You’re in a Better Position!                (But Time is of the Essence!)           ...
#educonf11J2               March 2011   1
Economic Conditions#educonf11J2
5 Ways to UP your Military Marketing       and Outreach Game!#educonf11J2
1. Know Your Partners’            Business Case •   Understand and serve our residents •   Achieve and maintain occupancy ...
2. Target Your MarketQuit wasting the tons of time, energy and money we spend to get as many people as possible in the doo...
Go Get Your Residents!                           Housing                            Office                Eligible        ...
Go Get Waterfall Clients•     Active Duty Military     •   Guard and Reserve      families                     Military•  ...
3. Know Your                Competition#educonf11J2
4. Use Marketing Tools                   Inside the Community•    Office Ambiance – Partners, Housing•    Models and Show ...
4. Use Marketing Tools                   Outside the Community•    Preferred Employers•    Reciprocal Marketing with Area ...
4. Use Marketing Tools               Media and Advertising• Use military specific locators• Multi-family ILS’s• Be where t...
4. Use Marketing Tools                Retention and Renewal• Remarket and resell constantly!• Use more feedback• Remind yo...
5. Execute with Precision• Share Accountabilities with Stakeholders• Assign Corporate and Military Sponsors• Set Intermedi...
Market for Revenue!               The Clock is Ticking……….#educonf11J2
Market for Revenue!               The Clock is Ticking……….#educonf11J2
Making the Most of     Resident Touchpoints    What story are you telling?     Jennifer Calandrillo, WinnResidential Milit...
Your “story” is being written               …with or without your help#educonf11J2
What are Your Key                TouchPoints?#educonf11J2
What is the ACTION happening?       What EMOTION is the service member/family feeling?                    What is the SITU...
• Action: Service Member Receives PCS  Orders• Emotions?  Stress….excitement…worry… anxiety?• Experience?  Informative, we...
TouchpointsWhen you know your key touchpoints, you   can design your business processes around ensuring consistent experie...
Key Touchpoints•    Pre-Arrival•    In-Bound•    Leasing/Waitlist•    Move-In•    Residency•    Move Out    #educonf11J2
Consider This…•    Employee Work Environment•    Rewards, Incentives•    Time Wasters•    Tracking and Measurement    #edu...
Social Marketing     for Military Housing                            MilitaryHealth#educonf11J2
Presented By:               Charity Hisle#educonf11J2
Social Media Basic Training   expertinfantry#educonf11J2
Train               The US Army#educonf11J2
Strategize               USACEpublicaffairs#educonf11J2
P.O.S.T.                     NYCMarines#educonf11J2
People               expertinfantry#educonf11J2
Objectives               NYCMarines#educonf11J2
Strategy               DVIDSHUB#educonf11J2
Who will manage your                          strategy?                                 The U.S. Army#educonf11J2
Who will manage the  day-to-day tasks?                        The National Guard#educonf11J2
Technology   Randy Son Of Robert#educonf11J2
Deploy               DVIDSHUB#educonf11J2
Why Social Media?                      The US Army#educonf11J2
Word of Mouth                          The U.S. Army#educonf11J2
60% of Facebook           users are likely to           recommend           brands on Facebook                            ...
Connect                     DVIDSHUB#educonf11J2
22% of Facebook           users say someone           recommended the page                              DVIDSHUB#educonf11J2
Engage               expertinfantry#educonf11J2
29% of Facebook           users enjoy           interacting with           brands                              expertinfan...
U.S. Social  Network  User Data  2011                The US Army#educonf11J2
65+                   31%55-64                        52%45-54                         58%35-44                           ...
Getting               Started#educonf11J2             Official U.S. Navy Imagery
Listen               expertinfantry#educonf11J2
#educonf11J2
#educonf11J2
Build Accounts                   The US Army#educonf11J2
Manage Accounts   Official U.S. Navy Imagery#educonf11J2
Evaluate Regularly   familymwr#educonf11J2
Challenges               expertinfantry#educonf11J2
“I now discourage families becauseof the changes that have occurredto military housing. I use thecommunity pages to share ...
#educonf11J2
What to Avoid                           expertinfantry#educonf11J2
Defensive                Offensive               Aggressive                       expertinfantry#educonf11J2
Success Stories                    dbking#educonf11J2
#educonf11J2
#educonf11J2
Think BIGGER                 expertinfantry#educonf11J2
ShouldEachCommunityhave apage?#educonf11J2
#educonf11J2
Connecting                        expertinfantry#educonf11J2
#educonf11J2
#educonf11J2
#educonf11J2
#educonf11J2
#educonf11J2
#educonf11J2
#educonf11J2
#educonf11J2
#educonf11J2
What military families want                        RobBixbyPhotography#educonf11J2
“Military wives are a  tight, supportive group.”                              The US Army#educonf11J2
#educonf11J2
#educonf11J2
“I would like  to see  newcomer info,  base events,  volunteer  info, and  mom/tot info.”                   The US Army#ed...
“I would  like to know  if there are  any flights,  ships,  battalions,  or squadrons  deploying.”    The US Army#educonf1...
“When is my                Dad coming                    home.”                         familymwr#educonf11J2
“I would "like" to see my housing on Facebook  because it is a convenient way to keep up  with things going on in the comm...
“Reading and being able to  communicate with other residents is  very important in the military.”                         ...
“I mainly use the site for  information gathering and  community activities.”                          Chairman of the Joi...
“Contests are always fun and keep me engaged. I tend to check back weekly.”                               familymwr#educon...
“Facebook has been a veryvaluable tool when relocating.”                          RobBixbyPhotography#educonf11J2
Q&A#educonf11J2
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Marketing BootCamp: Marketing to Today's Military Families

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Presented in June 2011 during NAA

Larry Fredrich, RunzheimerInternational
Susan Weston, The Susan Weston Company
Jennifer Calandrillo, WinnResidentialMilitary Housing Services
Charity Hisle, Socially Engaged Marketing

Published in: Education, Business, Real Estate
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Marketing BootCamp: Marketing to Today's Military Families

  1. 1. Marketing BootCamp: Marketing to Today’s Military Families Larry Fredrich, Runzheimer International Susan Weston, The Susan Weston CompanyJennifer Calandrillo, WinnResidential Military Housing Services Charity Hisle, Socially Engaged Marketing #educonf11J2
  2. 2. The Military has changed over the past 35 years• Volunteer vs. Draft• Over 60% of the military are married with dependents• Over two thirds live “on the economy”• Still relocate every 2-3 years, on average• Investment in training requires reenlistment• “Recruitment & Retention” is essential #educonf11J2
  3. 3. Military Housing Statistics• As of 1995, over 250,000 housing units were owned by DOD domestically• Over two thirds were deemed inadequate (yet most were occupied)• The bill for rehabilitation and renovation: $30 Billion• DOD didn’t want to be a landlord anymore• At present ~200,000 housing units have been privatized #educonf11J2
  4. 4. Some Background Information• The largest group of relocating families in the US is the military• Over 750,000 military families relocate annually• 2005’s BRAC (Base Realignment and Closure) has increased this temporarily• BRAC must be completed by Sept. 15, 2011• It’s going to be a busy summer! #educonf11J2
  5. 5. The “BAH”• A rent-based housing allowance for military members, and their dependents, living in the United States.• Meant to cover Rent, Utilities, and Renter’s Insurance• The “BAH” changes based upon: – Rank – Dependents – Location #educonf11J2
  6. 6. More about the “BAH”• Unique BAH rates computed for 363 MHA’s• Over one million military families receive BAH• BAH payments exceeded $19 Billion in 2010• Based upon real & available properties in your MHA – Inadequate properties eliminated – Must be year-round unfurnished rentals – No seasonals, furnished, efficiencies, subsidized units, houseboats, guard towers, mother-in-law suites, etc. #educonf11J2
  7. 7. The Data• 350,000 actual rentals surveyed annually• All properties are verified• BAH represents the median rent, for adequate properties in a given area, for: – 1 and 2 BR Apartments – 2 and 3 BR Townhomes – 3 and 4 BR Single-family Homes #educonf11J2
  8. 8. The BAH Rates• The BAH is set at the median• It is an entitlement program (vs. need satisfaction)• Rates are updated each January 1st• No more Out-of-pocket (let me explain)• The rates can be found at: – https://www.defensetravel.dod.mil/site/bah.cfm #educonf11J2
  9. 9. How has the military member traditionally found housing?• Contact the Housing Office• Talk to friends assigned there• The Internet• Show up at the front gate with dependents in tow, resulting in: – Temporary Quarters – Temporary Storage #educonf11J2
  10. 10. So what’s the solution? www.AHRN.com• BAH determines Affordability• BAH addresses Adequacy• Availability can still be a problem• AHRN is DOD’s answer – Exclusively for the military – Only shows Available properties – Unlimited listings by Property Managers – No charge to Property Managers #educonf11J2
  11. 11. AHRN Statistics to Date• AHRN has been deployed at over 439 military bases in the US• 29 installations in Europe and Asia• Over 35,000 available properties listed• Over 451,000 properties in national data base• Over 535,000 registered military members• Over 123,000 unique Property Managers #educonf11J2
  12. 12. Today’s Market Conditions Great News: You’re in a Better Position! (But Time is of the Essence!) Susan Weston, The Susan Weston Company#educonf11J2
  13. 13. #educonf11J2 March 2011 1
  14. 14. Economic Conditions#educonf11J2
  15. 15. 5 Ways to UP your Military Marketing and Outreach Game!#educonf11J2
  16. 16. 1. Know Your Partners’ Business Case • Understand and serve our residents • Achieve and maintain occupancy • Meet financial goals • Realize optimal value of project#educonf11J2
  17. 17. 2. Target Your MarketQuit wasting the tons of time, energy and money we spend to get as many people as possible in the door and HOPE we can turn some of them into RESIDENTS #educonf11J2
  18. 18. Go Get Your Residents! Housing Office Eligible Others? Residents Wait List Target Residents Residents Support Members#educonf11J2
  19. 19. Go Get Waterfall Clients• Active Duty Military • Guard and Reserve families Military• Other Military Members • Federal Government not assigned to the and Civil Service installation Employees• Unaccompanied Military • Retired Federal Personnel Service Employees• Active National Guard • DoD Contractors and and Reserve Permanent Employees• Military Retirees • General Public #educonf11J2
  20. 20. 3. Know Your Competition#educonf11J2
  21. 21. 4. Use Marketing Tools Inside the Community• Office Ambiance – Partners, Housing• Models and Show Homes• Grounds, Amenities• Programs, Promotions, Incentives• Your sales and support team #educonf11J2
  22. 22. 4. Use Marketing Tools Outside the Community• Preferred Employers• Reciprocal Marketing with Area Firms• Event Marketing• Local Community Involvement• Relationships with Provider Partners #educonf11J2
  23. 23. 4. Use Marketing Tools Media and Advertising• Use military specific locators• Multi-family ILS’s• Be where the general public is looking and refine your message!• Use prospects to market to prospects#educonf11J2
  24. 24. 4. Use Marketing Tools Retention and Renewal• Remarket and resell constantly!• Use more feedback• Remind your customer what you do for him!• Do your homework!#educonf11J2
  25. 25. 5. Execute with Precision• Share Accountabilities with Stakeholders• Assign Corporate and Military Sponsors• Set Intermediate, Threshold and Final Targets and Deadlines• Set Metrics, then Measure and Track• Regular required Status Reporting• Fearless Re-projections (if necessary!)#educonf11J2
  26. 26. Market for Revenue! The Clock is Ticking……….#educonf11J2
  27. 27. Market for Revenue! The Clock is Ticking……….#educonf11J2
  28. 28. Making the Most of Resident Touchpoints What story are you telling? Jennifer Calandrillo, WinnResidential Military Housing Services#educonf11J2
  29. 29. Your “story” is being written …with or without your help#educonf11J2
  30. 30. What are Your Key TouchPoints?#educonf11J2
  31. 31. What is the ACTION happening? What EMOTION is the service member/family feeling? What is the SITUATION around the employee? What EXPERIENCE do you want to create?#educonf11J2
  32. 32. • Action: Service Member Receives PCS Orders• Emotions? Stress….excitement…worry… anxiety?• Experience? Informative, welcoming, calming, helpful#educonf11J2
  33. 33. TouchpointsWhen you know your key touchpoints, you can design your business processes around ensuring consistent experiences each time with planned, proactive communication Orchestrate an experience!#educonf11J2
  34. 34. Key Touchpoints• Pre-Arrival• In-Bound• Leasing/Waitlist• Move-In• Residency• Move Out #educonf11J2
  35. 35. Consider This…• Employee Work Environment• Rewards, Incentives• Time Wasters• Tracking and Measurement #educonf11J2
  36. 36. Social Marketing for Military Housing MilitaryHealth#educonf11J2
  37. 37. Presented By: Charity Hisle#educonf11J2
  38. 38. Social Media Basic Training expertinfantry#educonf11J2
  39. 39. Train The US Army#educonf11J2
  40. 40. Strategize USACEpublicaffairs#educonf11J2
  41. 41. P.O.S.T. NYCMarines#educonf11J2
  42. 42. People expertinfantry#educonf11J2
  43. 43. Objectives NYCMarines#educonf11J2
  44. 44. Strategy DVIDSHUB#educonf11J2
  45. 45. Who will manage your strategy? The U.S. Army#educonf11J2
  46. 46. Who will manage the day-to-day tasks? The National Guard#educonf11J2
  47. 47. Technology Randy Son Of Robert#educonf11J2
  48. 48. Deploy DVIDSHUB#educonf11J2
  49. 49. Why Social Media? The US Army#educonf11J2
  50. 50. Word of Mouth The U.S. Army#educonf11J2
  51. 51. 60% of Facebook users are likely to recommend brands on Facebook The U.S. Army#educonf11J2
  52. 52. Connect DVIDSHUB#educonf11J2
  53. 53. 22% of Facebook users say someone recommended the page DVIDSHUB#educonf11J2
  54. 54. Engage expertinfantry#educonf11J2
  55. 55. 29% of Facebook users enjoy interacting with brands expertinfantry#educonf11J2
  56. 56. U.S. Social Network User Data 2011 The US Army#educonf11J2
  57. 57. 65+ 31%55-64 52%45-54 58%35-44 72%25-34 82%18-24 90%12-17 81% 0-11 15% U.S. Social Network User Data 2011 #educonf11J2
  58. 58. Getting Started#educonf11J2 Official U.S. Navy Imagery
  59. 59. Listen expertinfantry#educonf11J2
  60. 60. #educonf11J2
  61. 61. #educonf11J2
  62. 62. Build Accounts The US Army#educonf11J2
  63. 63. Manage Accounts Official U.S. Navy Imagery#educonf11J2
  64. 64. Evaluate Regularly familymwr#educonf11J2
  65. 65. Challenges expertinfantry#educonf11J2
  66. 66. “I now discourage families becauseof the changes that have occurredto military housing. I use thecommunity pages to share detailsthat many are unaware of prior tosigning a lease for militaryhousing." expertinfantry#educonf11J2
  67. 67. #educonf11J2
  68. 68. What to Avoid expertinfantry#educonf11J2
  69. 69. Defensive Offensive Aggressive expertinfantry#educonf11J2
  70. 70. Success Stories dbking#educonf11J2
  71. 71. #educonf11J2
  72. 72. #educonf11J2
  73. 73. Think BIGGER expertinfantry#educonf11J2
  74. 74. ShouldEachCommunityhave apage?#educonf11J2
  75. 75. #educonf11J2
  76. 76. Connecting expertinfantry#educonf11J2
  77. 77. #educonf11J2
  78. 78. #educonf11J2
  79. 79. #educonf11J2
  80. 80. #educonf11J2
  81. 81. #educonf11J2
  82. 82. #educonf11J2
  83. 83. #educonf11J2
  84. 84. #educonf11J2
  85. 85. #educonf11J2
  86. 86. What military families want RobBixbyPhotography#educonf11J2
  87. 87. “Military wives are a tight, supportive group.” The US Army#educonf11J2
  88. 88. #educonf11J2
  89. 89. #educonf11J2
  90. 90. “I would like to see newcomer info, base events, volunteer info, and mom/tot info.” The US Army#educonf11J2
  91. 91. “I would like to know if there are any flights, ships, battalions, or squadrons deploying.” The US Army#educonf11J2
  92. 92. “When is my Dad coming home.” familymwr#educonf11J2
  93. 93. “I would "like" to see my housing on Facebook because it is a convenient way to keep up with things going on in the community.” TrilliumAZ#educonf11J2
  94. 94. “Reading and being able to communicate with other residents is very important in the military.” familymwr#educonf11J2
  95. 95. “I mainly use the site for information gathering and community activities.” Chairman of the Joint Chiefs of Staff#educonf11J2
  96. 96. “Contests are always fun and keep me engaged. I tend to check back weekly.” familymwr#educonf11J2
  97. 97. “Facebook has been a veryvaluable tool when relocating.” RobBixbyPhotography#educonf11J2
  98. 98. Q&A#educonf11J2

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