This document summarizes the Exchange's efforts to implement a new corporate branding strategy across all of its stores and platforms. It outlines the development of a new logo, tagline, and store designs tested at Tinker Air Force Base, which received several design awards. It then details plans to roll out the new branding standards to additional stores over the next two years, including new exterior signing, website redesign, marketing materials, and standardized employee attire. The goal is to create a unified brand identity that increases customer loyalty and sales.
Thousands of companies of all sizes are using the Internet to effectively increase sales and lower costs. Learn how to design an eMarketing campaign that produces a positive return on your investment.
The team proposes becoming a low-cost provider of shoes while maintaining high quality and style. They will exceed customer expectations by offering the best globally-priced shoes. Their main competitor, Herald Shoe Company, spends heavily on advertising, celebrity endorsements, and retail support. To compete, the team plans to lower prices, increase advertising, and offer some private label shoes. Lessons from prior years indicate the team should focus on niche markets, celebrity endorsements, and occupying unfilled strategic groups.
Advanced Google shopping Strategies for Q4 2015Tinuiti
The document provides recommendations for innovating a Google Shopping strategy for the fourth quarter holiday shopping season. It suggests testing multiple approaches, including using multiple campaigns and ad groups to improve budgeting, targeting, and management controls. Specific tactics recommended are using remarketing lists, competitive insights, isolating mobile traffic, negative keyword sculpting, and search query optimization to focus on high-value searches. Live testing of new approaches before the fourth quarter is advised to evaluate performance.
The document provides information for businesses interested in contracting with the 319th Contracting Flight at Grand Forks Air Force Base. It outlines the contracting office's role in executing contracts for construction, commodities, and services. It then provides tips for businesses, such as registering in the Central Contractor Registration database, responding to sources sought notices, and accepting the government purchase card. The document also summarizes the types of products and services typically purchased and how contracting opportunities are publicized on the Federal Business Opportunities website.
This document discusses product listing optimization on Amazon. It defines key terms like product listing and product listing optimization. It emphasizes the importance of optimization and high-quality images. Different types of effective product images are described like lifestyle and infographic images. The document also explains Amazon's A9 algorithm that prioritizes listings with strong sales histories and conversions. It outlines the product listing optimization process from analyzing competitors to finalizing an optimized listing with keywords, descriptions and calls to action.
This document outlines an action plan for optimizing an Amazon business. It includes sections on listing optimization such as keyword research and title/description optimization; optimizing PPC campaigns by monitoring performance and adjusting bids; internal Amazon promotions like deals and reviews; external promotions on social media and other platforms; and general Amazon account management like returns, reviews, and inventory. The overall goal is to drive sales and engagement by improving visibility and conversions on Amazon.
The document provides an overview of pricing guidelines for corporate partnerships. It discusses that there are no absolute rules for pricing and that pricing involves trading value for value. It then lists various tangible and intangible assets that should be considered when establishing a price, such as tickets, advertising space, exclusivity, and audience loyalty. The document also presents two methods for establishing a price: using cost/benefit analysis or calculating gross impressions. It concludes by providing contact information for questions.
The document summarizes a presentation on design tips and processes. It discusses keeping the Family and MWR brand appropriate, using white space effectively, and choosing fonts, color, and photography wisely. It also covers finding your design style through inspiration, project management processes, and current trends. Examples are provided of redesigning a project and creating an Army Family Covenant marketing campaign with continuity across oversized materials like truck wraps.
Thousands of companies of all sizes are using the Internet to effectively increase sales and lower costs. Learn how to design an eMarketing campaign that produces a positive return on your investment.
The team proposes becoming a low-cost provider of shoes while maintaining high quality and style. They will exceed customer expectations by offering the best globally-priced shoes. Their main competitor, Herald Shoe Company, spends heavily on advertising, celebrity endorsements, and retail support. To compete, the team plans to lower prices, increase advertising, and offer some private label shoes. Lessons from prior years indicate the team should focus on niche markets, celebrity endorsements, and occupying unfilled strategic groups.
Advanced Google shopping Strategies for Q4 2015Tinuiti
The document provides recommendations for innovating a Google Shopping strategy for the fourth quarter holiday shopping season. It suggests testing multiple approaches, including using multiple campaigns and ad groups to improve budgeting, targeting, and management controls. Specific tactics recommended are using remarketing lists, competitive insights, isolating mobile traffic, negative keyword sculpting, and search query optimization to focus on high-value searches. Live testing of new approaches before the fourth quarter is advised to evaluate performance.
The document provides information for businesses interested in contracting with the 319th Contracting Flight at Grand Forks Air Force Base. It outlines the contracting office's role in executing contracts for construction, commodities, and services. It then provides tips for businesses, such as registering in the Central Contractor Registration database, responding to sources sought notices, and accepting the government purchase card. The document also summarizes the types of products and services typically purchased and how contracting opportunities are publicized on the Federal Business Opportunities website.
This document discusses product listing optimization on Amazon. It defines key terms like product listing and product listing optimization. It emphasizes the importance of optimization and high-quality images. Different types of effective product images are described like lifestyle and infographic images. The document also explains Amazon's A9 algorithm that prioritizes listings with strong sales histories and conversions. It outlines the product listing optimization process from analyzing competitors to finalizing an optimized listing with keywords, descriptions and calls to action.
This document outlines an action plan for optimizing an Amazon business. It includes sections on listing optimization such as keyword research and title/description optimization; optimizing PPC campaigns by monitoring performance and adjusting bids; internal Amazon promotions like deals and reviews; external promotions on social media and other platforms; and general Amazon account management like returns, reviews, and inventory. The overall goal is to drive sales and engagement by improving visibility and conversions on Amazon.
The document provides an overview of pricing guidelines for corporate partnerships. It discusses that there are no absolute rules for pricing and that pricing involves trading value for value. It then lists various tangible and intangible assets that should be considered when establishing a price, such as tickets, advertising space, exclusivity, and audience loyalty. The document also presents two methods for establishing a price: using cost/benefit analysis or calculating gross impressions. It concludes by providing contact information for questions.
The document summarizes a presentation on design tips and processes. It discusses keeping the Family and MWR brand appropriate, using white space effectively, and choosing fonts, color, and photography wisely. It also covers finding your design style through inspiration, project management processes, and current trends. Examples are provided of redesigning a project and creating an Army Family Covenant marketing campaign with continuity across oversized materials like truck wraps.
The ICONIC model for brand development and auditLucinda Dobinson
This document outlines a 6-step process for building iconic brands: 1) Define your brand's intent or purpose, 2) Understand the market context, 3) Originate the assets needed to realize your vision, 4) Identify necessary internal and external changes, 5) Incept symbols and associations to tell your story, and 6) Commit to measuring and maintaining accountability over time. The process is meant to guide businesses from defining their vision through implementing practical outcomes and cultural changes to establish themselves in the minds of customers.
Hendricks County Indiana small business expo - workshop on how to create a successful brand for your small business, as well as five strategies on how to market your business on a limited budget.
The document discusses the importance of brand asset management and provides strategies for effectively managing a brand. It outlines key steps including formally linking business and brand strategy, creating a unique brand identity and clear positioning, strategically extending the brand, building a strategic brand architecture, evaluating and aligning all brand touchpoints, and consistently delivering the brand message. The document uses various company examples to illustrate concepts like developing an aspirational identity, crafting an effective positioning statement, determining when and how to extend a brand, and leveraging a flexible brand architecture.
The document discusses various aspects of corporate image and branding, including:
1. It defines the tangible and intangible elements that make up a corporation's image.
2. It explains how a strong corporate image provides assurance and psychological benefits to consumers.
3. It outlines strategies for promoting a desired corporate image, such as reinforcing an existing image or developing a new image.
4. Additional topics covered include developing strong brand names and logos, different types of branding strategies, the importance of packaging, and approaches to positioning brands.
Media Chix & Bud_Markma Report_Sept162016Roselie Tubeo
The document discusses various topics related to brand management and product lifecycle management. It begins with defining what a brand is and the various roles of a brand. It then discusses how to build strong brands by discussing brand equity, brand elements, and internal branding. It also covers managing brand portfolios and brand extensions. Other topics included are crafting an effective brand positioning, conducting a brand audit, dealing with competition through various competitive strategies, and managing products through different stages of the product lifecycle.
Marketing On A Shoestring Budget 5 14 09 FinalTomHume
The document provides marketing tips and strategies for companies with limited marketing budgets during an economic downturn. It recommends focusing on proven low-cost tactics like referral marketing, public relations, social media, search engine optimization, and networking. Specific tips include claiming business listings, building links, capturing leads from webinars, and using tools like Jigsaw and Zift Solutions to update websites affordably.
Tendensdagen 2011 Kevin Lane Keller - Proven marketing strategies in challeng...Sveriges Marknadsförbund
Proven marketing strategies in challenging marketing conditions
Marknadsföringsområdet har genomgått enorma förändringar under de senaste åren och här berättar Keller hur man hittar balans mellan klassiska kommersiella metoder och dagens nya angreppssätt, och om hur man kan skapa starka varumärken, lojalitet och ROI i dagens konkurrensutsatta, utmanande och konstant föränderliga digitala värld.
Kellers bok Strategic Brand Management har hyllats som ”the bible for branding” och han är numera medförfattare till Kotlers Marketing Management, tidernas mest sålda introduktionsbok i marknadsföring. K L Keller är en mycket uppskattad talare världen över och har erfarenhet från framgångsrika varumärken och företag såsom bl a American Express, Disney, Ford, Intel, Goodyear, Kodak, Nordstrom, Shell, Starbucks och Unilever.
This document provides an overview of behavioral targeting, including its definition, history, key concepts, and best practices for implementation. Behavioral targeting analyzes a consumer's online actions to determine which ads to display. It allows advertisers to target specific audience segments based on interests and behaviors. While the technology is not inherently complex, managing behavioral targeting campaigns and inventory across organizations requires careful planning and integration between different teams and systems.
B2B Lead Gen and Brand Building - B2B Product Marketing SeriesMichael Fertman
Overview of a typical B2B Product Marketing Branding and Lead Generation Plan to accelerate the sales growth rate and enhance brand recognition at a low cost and high ROI.
"High Impact, High ROI, Low Cost Framework"
The document discusses Ford Motor Company's brand marketing process and strategies. It emphasizes developing strong brands through emotional connections with target customers based on deep consumer insights. It also stresses integrating all marketing activities around core brand values to achieve synergy and consistency across touchpoints. The 10 rules of great brand marketing highlight tactics like focusing on aspirational advertising, bundling product lines, and using individualized marketing to build deep customer relationships.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories, customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories,
customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the
circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
This investor presentation describes a company that has developed a product or service to fill a void or solve problems in its industry. It outlines the company's solution, competitive advantages, business model, go-to-market strategy, management team, and financial projections. The presentation seeks a specific amount of funding in exchange for a percentage of ownership to support marketing and growing the business over the next six to eighteen months.
10 New Rules for Successful Retail Product Line ReviewsLoren Heinzeroth
Big box retailers regularly evaluate the performance of products sold in their stores. This "line review" process is both an opportunity to gain shelf space as well as to lose it. Find out how to prepare for a line review and build your brand position at The Home Depot, Lowe's, Menards and other retailers in this channel.
The document discusses business models and their components. It provides examples of how to describe different elements of a business model, such as:
1) The value proposition, target customer, distribution channels, and key resources of Ben & Jerry's in their early years operating an ice cream shop in Burlington.
2) How Ben & Jerry's later expanded their business model to allow for larger distribution and increased revenues through selling prepackaged ice cream in grocery stores.
3) The business model of a hypothetical New England food company focusing on locally sourced, fresh ingredients and sustainability.
The document discusses various aspects of brand management including defining brands and brand equity, developing brand positioning, and measuring brand performance. It covers common brand equity models like Aaker's model and BrandZ, and how they measure elements such as brand strength, relevance, and consumer perceptions. It also outlines strategies for managing brand equity like brand reinforcement, extensions, and handling brand crises.
This document discusses concepts for creating strong brands and brand equity. It defines brands and brand equity, and outlines strategies for building a strong brand like developing a great product, positive brand image, and good customer experience. It also discusses measuring brand equity, managing brand portfolios, and how popular brands like certain NBA players are popular due to their performance, charisma, and entertainment value they provide fans.
The document discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model. The brand positioning model focuses on developing unique brand points-of-difference and shared points-of-parity to guide brand strategy. The brand resonance model describes building customer-based brand equity through six hierarchical levels. The brand value chain model traces how marketing expenditures create brand value at different stages.
This document discusses strategies for building and strengthening brand equity. It advises learning from successful brands that have built trust with customers through consistent delivery on their brand promises. Strong brands align their culture, products, customer interactions and communications to differentiate themselves and create emotional bonds with customers. The document recommends conducting annual brand audits and research to monitor the brand's perception and ensure brand-related activities are creating value and profits. It also provides tips for small organizations to focus on value and use limited resources efficiently to implement a branding strategy.
Thinking of upgrading from Pardot Standard to Pardot Pro? This presentation will walk you through features and benefits of Pardot professional as well as Engage Alerts and our new analytics platform Wave.
Features we will cover:
- AB Testing
- Dynamic Content
- Multivariate Testing
- Google AdWords Pardot Integration
- Social Media Profile Lookups
- Chat Support
- Engage Alerts
- Pardot Wave (Salesforce business analytics tool)
The document discusses transforming the MWR brand for the digital age by building an interactive online experience, restructuring brand delivery, and optimizing tools. It highlights challenges like limited resources and the need to transition print design skills to digital. The user experience and dynamics of the web are examined, along with best practices for web development and accessibility. A vision for the MWR brand in 2020 emphasizes clarity, consistency, coherence and sustainability.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The ICONIC model for brand development and auditLucinda Dobinson
This document outlines a 6-step process for building iconic brands: 1) Define your brand's intent or purpose, 2) Understand the market context, 3) Originate the assets needed to realize your vision, 4) Identify necessary internal and external changes, 5) Incept symbols and associations to tell your story, and 6) Commit to measuring and maintaining accountability over time. The process is meant to guide businesses from defining their vision through implementing practical outcomes and cultural changes to establish themselves in the minds of customers.
Hendricks County Indiana small business expo - workshop on how to create a successful brand for your small business, as well as five strategies on how to market your business on a limited budget.
The document discusses the importance of brand asset management and provides strategies for effectively managing a brand. It outlines key steps including formally linking business and brand strategy, creating a unique brand identity and clear positioning, strategically extending the brand, building a strategic brand architecture, evaluating and aligning all brand touchpoints, and consistently delivering the brand message. The document uses various company examples to illustrate concepts like developing an aspirational identity, crafting an effective positioning statement, determining when and how to extend a brand, and leveraging a flexible brand architecture.
The document discusses various aspects of corporate image and branding, including:
1. It defines the tangible and intangible elements that make up a corporation's image.
2. It explains how a strong corporate image provides assurance and psychological benefits to consumers.
3. It outlines strategies for promoting a desired corporate image, such as reinforcing an existing image or developing a new image.
4. Additional topics covered include developing strong brand names and logos, different types of branding strategies, the importance of packaging, and approaches to positioning brands.
Media Chix & Bud_Markma Report_Sept162016Roselie Tubeo
The document discusses various topics related to brand management and product lifecycle management. It begins with defining what a brand is and the various roles of a brand. It then discusses how to build strong brands by discussing brand equity, brand elements, and internal branding. It also covers managing brand portfolios and brand extensions. Other topics included are crafting an effective brand positioning, conducting a brand audit, dealing with competition through various competitive strategies, and managing products through different stages of the product lifecycle.
Marketing On A Shoestring Budget 5 14 09 FinalTomHume
The document provides marketing tips and strategies for companies with limited marketing budgets during an economic downturn. It recommends focusing on proven low-cost tactics like referral marketing, public relations, social media, search engine optimization, and networking. Specific tips include claiming business listings, building links, capturing leads from webinars, and using tools like Jigsaw and Zift Solutions to update websites affordably.
Tendensdagen 2011 Kevin Lane Keller - Proven marketing strategies in challeng...Sveriges Marknadsförbund
Proven marketing strategies in challenging marketing conditions
Marknadsföringsområdet har genomgått enorma förändringar under de senaste åren och här berättar Keller hur man hittar balans mellan klassiska kommersiella metoder och dagens nya angreppssätt, och om hur man kan skapa starka varumärken, lojalitet och ROI i dagens konkurrensutsatta, utmanande och konstant föränderliga digitala värld.
Kellers bok Strategic Brand Management har hyllats som ”the bible for branding” och han är numera medförfattare till Kotlers Marketing Management, tidernas mest sålda introduktionsbok i marknadsföring. K L Keller är en mycket uppskattad talare världen över och har erfarenhet från framgångsrika varumärken och företag såsom bl a American Express, Disney, Ford, Intel, Goodyear, Kodak, Nordstrom, Shell, Starbucks och Unilever.
This document provides an overview of behavioral targeting, including its definition, history, key concepts, and best practices for implementation. Behavioral targeting analyzes a consumer's online actions to determine which ads to display. It allows advertisers to target specific audience segments based on interests and behaviors. While the technology is not inherently complex, managing behavioral targeting campaigns and inventory across organizations requires careful planning and integration between different teams and systems.
B2B Lead Gen and Brand Building - B2B Product Marketing SeriesMichael Fertman
Overview of a typical B2B Product Marketing Branding and Lead Generation Plan to accelerate the sales growth rate and enhance brand recognition at a low cost and high ROI.
"High Impact, High ROI, Low Cost Framework"
The document discusses Ford Motor Company's brand marketing process and strategies. It emphasizes developing strong brands through emotional connections with target customers based on deep consumer insights. It also stresses integrating all marketing activities around core brand values to achieve synergy and consistency across touchpoints. The 10 rules of great brand marketing highlight tactics like focusing on aspirational advertising, bundling product lines, and using individualized marketing to build deep customer relationships.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories, customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories,
customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the
circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
This investor presentation describes a company that has developed a product or service to fill a void or solve problems in its industry. It outlines the company's solution, competitive advantages, business model, go-to-market strategy, management team, and financial projections. The presentation seeks a specific amount of funding in exchange for a percentage of ownership to support marketing and growing the business over the next six to eighteen months.
10 New Rules for Successful Retail Product Line ReviewsLoren Heinzeroth
Big box retailers regularly evaluate the performance of products sold in their stores. This "line review" process is both an opportunity to gain shelf space as well as to lose it. Find out how to prepare for a line review and build your brand position at The Home Depot, Lowe's, Menards and other retailers in this channel.
The document discusses business models and their components. It provides examples of how to describe different elements of a business model, such as:
1) The value proposition, target customer, distribution channels, and key resources of Ben & Jerry's in their early years operating an ice cream shop in Burlington.
2) How Ben & Jerry's later expanded their business model to allow for larger distribution and increased revenues through selling prepackaged ice cream in grocery stores.
3) The business model of a hypothetical New England food company focusing on locally sourced, fresh ingredients and sustainability.
The document discusses various aspects of brand management including defining brands and brand equity, developing brand positioning, and measuring brand performance. It covers common brand equity models like Aaker's model and BrandZ, and how they measure elements such as brand strength, relevance, and consumer perceptions. It also outlines strategies for managing brand equity like brand reinforcement, extensions, and handling brand crises.
This document discusses concepts for creating strong brands and brand equity. It defines brands and brand equity, and outlines strategies for building a strong brand like developing a great product, positive brand image, and good customer experience. It also discusses measuring brand equity, managing brand portfolios, and how popular brands like certain NBA players are popular due to their performance, charisma, and entertainment value they provide fans.
The document discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model. The brand positioning model focuses on developing unique brand points-of-difference and shared points-of-parity to guide brand strategy. The brand resonance model describes building customer-based brand equity through six hierarchical levels. The brand value chain model traces how marketing expenditures create brand value at different stages.
This document discusses strategies for building and strengthening brand equity. It advises learning from successful brands that have built trust with customers through consistent delivery on their brand promises. Strong brands align their culture, products, customer interactions and communications to differentiate themselves and create emotional bonds with customers. The document recommends conducting annual brand audits and research to monitor the brand's perception and ensure brand-related activities are creating value and profits. It also provides tips for small organizations to focus on value and use limited resources efficiently to implement a branding strategy.
Thinking of upgrading from Pardot Standard to Pardot Pro? This presentation will walk you through features and benefits of Pardot professional as well as Engage Alerts and our new analytics platform Wave.
Features we will cover:
- AB Testing
- Dynamic Content
- Multivariate Testing
- Google AdWords Pardot Integration
- Social Media Profile Lookups
- Chat Support
- Engage Alerts
- Pardot Wave (Salesforce business analytics tool)
Similar to Mktg aafes - maximizing partnerships (20)
The document discusses transforming the MWR brand for the digital age by building an interactive online experience, restructuring brand delivery, and optimizing tools. It highlights challenges like limited resources and the need to transition print design skills to digital. The user experience and dynamics of the web are examined, along with best practices for web development and accessibility. A vision for the MWR brand in 2020 emphasizes clarity, consistency, coherence and sustainability.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Veronica Moore presented at the 2011 Installation Management Symposium Creative and Visual Design Breakout Session. She discussed design tips, process, and trends. Moore provided an overview of her presentation agenda which included design style, process, inspiration, a case study, and tips. She shared six design tips including using white space, keeping it simple, considering the audience, using color effectively, using vertical text sparingly, and reading across pages. Moore also discussed how she finds inspiration, her creative process involving planning, coordination, and the creative phase, and current design trends around contrasting colors, minimalism, and retro styles.
This document discusses survey methodology and summarizes findings from the Survey of Army Families VI (SAFVI). It explains the difference between statistical sampling and convenience surveys and how this impacts interpreting findings. The SAFVI used a stratified statistical sample of over 16,000 Army spouses to assess programs for families, including Morale Welfare and Recreation (MWR). Key findings focused on how spouses learn about Army family programs and services. The presentation aims to help understand survey research and overview recent SAFVI results related to family and MWR programs.
This document provides guidance on developing effective customer-driven events and promotions. It emphasizes establishing clear objectives, doing research on target markets, developing creative themes and messages tailored to audiences, and choosing delivery methods where customers spend their time, especially online. Evaluation of promotion and event success is also stressed through metrics like increased participation, sales, and customer feedback. A case study example highlights how announcing a new theme park attraction through influential customers led to the message spreading widely.
This document discusses re-energizing garrison sponsorship and advertising programs. It recommends establishing strong relationships with on-post organizations like Family and MWR and the Staff Judge Advocate. The Army banking community is introduced, emphasizing adherence to regulations regarding first right of refusal for on-base financial institutions. A case study of Navy Federal Credit Union's sponsorship of Soldier Show highlights establishing relationships, clarifying regulations, and the sponsorship agreement process. Contact information is provided for the Army Banking Liaison Officer and FMWRC representatives.
Symposium sponsorship re-energize part 2creativesvs
This document outlines an agenda for a presentation on re-energizing garrison sponsorship and advertising programs. The agenda includes an introduction, a section on building and maintaining strong client relationships led by Rose Spaulding, a section on national, regional, and local sponsors presented by Rosemary O'Brien, and a question and answer period. Contact information is provided for Rose Spaulding, Rosemary O'Brien, Pierre Laxa, and Gabriele Drechsel for any questions.
The document discusses financial management and cost allocation within the US Army. It provides an overview of the Cost Allocation Working Group's background and results, including how marketing costs are allocated. It then discusses financial reporting guidelines for sponsorship and advertising income and expenses. Specific accounting codes, cash vs in-kind income, training costs, and desired reporting ratios are covered. Contact information is provided for three points of contact to discuss the topics further.
Interactive design part 1 a schoffstallcreativesvs
The document outlines the objectives and content covered in a presentation on interactive design and motion graphics. The presentation covers:
- Defining interactive design and motion graphics and the required skills
- The importance of communication skills and understanding a client's expectations
- Finding visual inspiration from resources like the internet, photos, and music
- Establishing a good workflow through file management and naming conventions
- An overview of editing/animation software capabilities like Photoshop and Premiere Pro
- Common elements of video editing software like timelines, importing assets, and exporting projects
- Best practices for video editing and avoiding bad edits
Interactive design part 2 a schoffstallcreativesvs
This document outlines an interactive design training session that covers advanced video editing techniques. The session objectives include importing and organizing footage, editing techniques like adjusting clip properties and playing with time, creating animation and moving elements, making titles and credits, and exporting video. The introductory project is a history video on the Family and MWR Command's past, present and future. The document provides an agenda with details on the editing skills and concepts that will be taught during the session.
This document presents a case study approach to determining whether a new bowling birthday party program for children ages 6-11 would be successful at a military installation. It outlines using information from Esri, FAMS, and leisure surveys to analyze the market and make a recommendation. Attendees learned how to access demographic and competitor data from Esri and FAMS to understand the target audience and context. The case study instructed using these sources along with customer feedback to decide whether to implement or decline the proposed program.
This document provides an overview of a breakout session on creative and visual design. Attendees would work in groups to create a mock print marketing layout using materials provided, requiring the inclusion of two images, heading, body text, and logos. The session would also include a brief discussion of resources for digital photography, print media templates, and design inspiration as well as contact information for the presenter.
Symposium marketing sessions schedule and rolescreativesvs
The document contains the schedule for marketing sessions taking place from Tuesday to Thursday. On Tuesday, there are sessions on employee recognition, branding the Army as "Army Strong", and marketing in transformation. Wednesday covers topics like marketing and sponsorship financial management, digital photography, market research, building web presences, and building relationships with program managers. Thursday focuses on corporate branding, maximizing partnerships, delivering customer-driven events, pricing guidelines for sponsorship, and marketing and sponsorship best practices. Interactive design and before and after effects are also covered.
This document discusses sponsorship for BOSS programs and securing sponsors. It defines sponsorship as a cash or in-kind exchange for exposure and promotion opportunities. Only designated individuals can solicit sponsors. Sponsors want exposure to the target 18-26 demographic through BOSS events. Successful partnerships treat sponsors as partners by helping them meet goals. The checklist recommends planning appealing events 6 months in advance, thanking sponsors, and providing feedback to improve partnerships. Contact information is provided for the Corporate Partnerships office.
This document outlines an agenda for a presentation on re-energizing garrison sponsorship and advertising programs. The agenda includes an introduction, a session on building and maintaining strong client relationships led by Rose Spaulding from Jack Morton Worldwide, a session on national, regional and local sponsors and advertisers led by Rosemary O'Brien from Military Marketing, LLC, and a Q&A discussion period. Contact information is provided for the four speakers.
This document outlines a sponsorship and advertising program to re-energize Army garrisons. It discusses establishing and maintaining strong on-post relationships, understanding the Army banking community regulations around advertising and sponsorships, and provides a case study of Navy Federal Credit Union's successful sponsorship of the Soldier Show as an example. Contact information is provided for Army liaison officers that can provide more information on developing sponsorship and advertising partnerships.
The document provides an overview of pricing guidelines for corporate partnerships. It discusses that there are no absolute rules for pricing and that pricing involves trading value for value. It then outlines various factors to consider for pricing, including tangible assets like tickets and advertising, intangible assets like exclusivity, and methods for establishing the price point like cost-benefit analysis. The document concludes by providing contact information for questions.
This document discusses survey methodology and summarizes findings from the Survey of Army Families VI (SAFVI). It explains the difference between statistical sampling and convenience surveys and how this impacts interpreting findings. The SAFVI used a stratified statistical sample of over 16,000 Army spouses to assess programs for families, including Morale Welfare and Recreation (MWR). Key findings focused on how spouses learn about Army family programs and services. The presentation aims to help understand survey research and overview recent SAFVI results related to family and MWR programs.
Mktg financial mgmet and cost allocationcreativesvs
The document discusses financial management and cost allocation within the US Army. It provides an overview of the Cost Allocation Working Group's background and results, including how marketing costs are allocated. It then discusses financial reporting guidelines for sponsorship and advertising income and expenses. Specific accounting codes, cash vs in-kind income, training costs, and desired reporting ratios are covered. Contact information is provided for three points of contact to discuss the topics further.
This document presents a case study approach to determining whether a new bowling birthday party program for children ages 6-11 would be successful at a military installation. It outlines using information from Esri, FAMS, and LMS data sources to analyze the market - including demographic profiles, competitors, and customer satisfaction feedback. Attendees would use these sources through a provided case study packet to make a recommendation to either implement or decline the potential new program. Additional uses for the FAMS and Esri data beyond this case study example are discussed.
1. Arlen Miller Sr. Print Production Manager 21 April 2011 Marketing & Advertising Tabloids, Military Starand Exchange Branding Presented to: MWR Symposium
22. Objectives Goals: Align with our corporate strategy Express our corporate personality Convey our uniqueness in the industry Convey our relevance to our customer Create a tangible, timeless and emotional connection with our customers Align with our corporate strategy Impact: Increased, more frequent, repeat customer traffic Stronger sense of pride and connection to the Exchange Enhanced emotional connection to the Exchange Increased sales and earnings/generate greater dividends Making the Exchange our customer’s first choice in all their buying decisions
28. Sensing Survey Results New Logo: Rated significantly better than current logo Positive language included; military, no tax, affordable, one-stop shopping, value and modern New logo engenders the meaning of the Exchange New Slogan: >84% Exterior Signing Positive language includes; military, one-stop shopping, modern and stylish In-Store Departments: Rated “significantly better” than current
48. Web Redesign Sept 2010- Phase I Launch Rotating Flash Promotions Mouse-over Navigation Promotional Scroll Bar Interactive Tabbed Interface Social Media Integration (in “Connect Online” Tab) Less Text Corporate Information Launched 26 March 2011
59. Tinker AFB Design Awards Design Awards RDI: 1st Place, Large Format Store Chain Store Age: Store of the Year GlobalShop: 1st Place, Mass Merchant
60. Corporate Branding- Phase II Master Branding – Phase II Basic Branding Rollout | Projected completion 17 Sep 2011 Execution – Short Term Travis AFB/Ft. Bragg North | 1st Q 2012 2012 West Point USMA Ft. Stewart Sheppard AFB Ft. Eustis Robins AFB Osan AB
61. Program Next Steps Master Branding - Standard Operating Procedure Execution – Long Term Core Elements - Image Upgrades Best Practice Elements - New Construction Additional Key departments Military Clothing Express Services Mall Anthony’s Pizza
63. Branding Storefront Identity The storefront sign is a key component to introduce the Exchange brand to the customer. Scale, color, contrast, location and illumination all contribute to a recognizable storefront brand sign Tinker Brand Opening Ft Bliss Lifestyle Center KMCC
64. New Sign Standards – Storefront Examples from the Branding “playbook” illustrate that every sign element will have specific guidance on its use and placement “Stacked” format “Linear” format
65. Sign Examples – “Stacked” Format Wright Patterson Mountain Home
68. Phase II - Exterior Sign Roll-Out Phase II: OCONUS OCONUS site surveys Phase II: CONUS Branch Facilities Target completion date for all facilities is end of FY 2012
Military Star advertising creative has been re-designed to focus on the benefits of using the card. The new tagline is “Larger than Life Rewards.”Goal is to transition the gold card to a loyalty card that will give customers short term rewards for everyday purchases.
Military Star advertising creative has been re-designed to focus on the benefits of using the card. The new tagline is “Larger than Life Rewards.”Goal is to transition the gold card to a loyalty card that will give customers short term rewards for everyday purchases.
Military Star advertising creative has been re-designed to focus on the benefits of using the card. The new tagline is “Larger than Life Rewards.”Goal is to transition the gold card to a loyalty card that will give customers short term rewards for everyday purchases.
Military Star advertising creative has been re-designed to focus on the benefits of using the card. The new tagline is “Larger than Life Rewards.”Goal is to transition the gold card to a loyalty card that will give customers short term rewards for everyday purchases.
Long Term Rewards – such as accumulating travel points on the co-branded black card from Chase will be the focus of the creative for the black card.We will begin to market the two cards separately and stressing the benefits of the gold or the black card based on the demographics of the publications.
We have begun stitching in Military Star applications into specialty tabloids such as fragrance, jewelry and fashion books that have a stronger connection to the actual piece and offers geared specifically toward the merchandise in these books.The lead in to the application is the same in look and feel as the art in the rest of the book.
A full Military Star application folds out from the ad panel. We will begin to use QR codes on the application to automatically take customers with smart phones to the Military Star application on line.
Elements from all phases of a particular promotion are now being integrated as one large campaign.In this slide you see samples of Military Star Mother’s day store signing, PIN Pad ads and tabloid ads that all relate to the Mother’s Day creative used in the primary seasonal store sign kit as well as the Mother’s Day Jewelry and Glam Books.
The Exchange is starting to add QR Codes (Quick Reference) to printed materials to give customers a quick way to find more information about our productsWe are currently adding codes to:Tabloid covers to take customers to our FaceBook pageSelected Military Star and online offerings in the weekly sales tabloidSelected in-store signing (such as the new ShopMyExchange.com Brand Opening sign kit) to drive customers to our web siteWe are researching ways to integrate QR Codes with price point signing from Access Via to allow customers quick access to product information at the point of sale
The Exchange is starting to add QR Codes (Quick Reference) to printed materials to give customers a quick way to find more information about our productsWe are currently adding codes to:Tabloid covers to take customers to our FaceBook pageSelected Military Star and online offerings in the weekly sales tabloidSelected in-store signing (such as the new ShopMyExchange.com Brand Opening sign kit) to drive customers to our web siteWe are researching ways to integrate QR Codes with price point signing from Access Via to allow customers quick access to product information at the point of sale
The Exchange is starting to add QR Codes (Quick Reference) to printed materials to give customers a quick way to find more information about our productsWe are currently adding codes to:Tabloid covers to take customers to our FaceBook pageSelected Military Star and online offerings in the weekly sales tabloidSelected in-store signing (such as the new ShopMyExchange.com Brand Opening sign kit) to drive customers to our web siteWe are researching ways to integrate QR Codes with price point signing from Access Via to allow customers quick access to product information at the point of sale
The Exchange is starting to add QR Codes (Quick Reference) to printed materials to give customers a quick way to find more information about our productsWe are currently adding codes to:Tabloid covers to take customers to our FaceBook pageSelected Military Star and online offerings in the weekly sales tabloidSelected in-store signing (such as the new ShopMyExchange.com Brand Opening sign kit) to drive customers to our web siteWe are researching ways to integrate QR Codes with price point signing from Access Via to allow customers quick access to product information at the point of sale
Looking at Readiness, there are five essential attributes that define our brand:We are vital: By congressional mandate we are elemental and imperative to the military life. We are full of life and we are strong.We have integrity: We have a moral obligation to be honest and upright for our customers. We do what we promise…and we do what is right.We are mobile and engaged: We go the extra hundred miles, or around the world for our customers. We anticipate what you need and want, whether it is the latest fashion or the best in electronics and household items.We are part of your community: We…you and your PX/BX…stand together for a common cause and we support each other together as a team.Outfitting Your Life is our way forward. The look is contemporary and appeals to all demographics. This concept is:• Performance- oriented• Pushes potential in every stage of life• Has a Passion for life• Is Active and interactive• with Our tone of voice• that challenges every aspect of life
The Exchange! What do you think so far?
Two chevrons coming together to form an X…connotes movement and a coming together of the military services, the community and the Exchange… The tag line is a condensed version of our mission statement…
A 15 minute online questionnaire focusing on the new Branding and Imaging programRespondents given a $20 Exchange gift card2,000 Exchange shoppers completed the questionnaire (Email sent to 21,500 Exchange customers)Respondents fell into one of six segments:Young, single enlistedYoung, married enlistedMarried enlistedMarried OfficerReserve/GuardRetiredIn-field from April 30th through May 20th
Exterior renditions…The storefront sign is a key component to introduce the Exchange brand to the customer. Scale, color, contrast, location and illumination all contribute to a recognizable storefront brand sign.
V shape store configuration: Three shopping destinations (departments); Home, Life, StyleFocal points: PowerZone, Be Fit, Furniture/Appliances, Jewelry/CosmeticsExpert Customer Service up front…
Core elements are an example of what will be applied to Image Upgrade projects. Every effort will be made to incorporate as many of the brand components that are called for in new construction. But the specific elements implemented will be determined on a project by project basis based on site constraints, scope of work and how much the project can afford.SRG Lessons Learned: Red – Move Customer ServiceYellow - Promotional area movedGreen – Toy location moveBlue – Power aisle moved
Entry Zone
Expert Customer Service
Home
Life: Apparel, footwear, accessories, equipment and nutritional items…for all demographics…
Style: Exclusive Brand prominence…
Home: Furniture, appliances, home décor solutions…
The MWR emotional/financial connection…
Central Checkout: Supporting the Dividend to the community…
The exterior sign is a key component of the Branding statement and is the first touch point for your customer.The signs scale, color, font, illumination and location on the building all contribute to the Exchange logo as a recognizable brand.TURN TO SLIDEHere are some examples where the new exterior logo has already been executed. Tinker, KMCC and the Ft. Bliss Lifestyle Center.
As part of the Branding initiative, our consultants developed exterior sign guidance that has been adopted as our standard and will applied uniformly across the enterprise.You can see by the illustration shown here that there are two acceptable applications of the logo – either in a stacked format as shown in the Main Store entrance or linear format as shown in the Food Court entrance.
Here are some examples of what you can expect to see on your facilities as the transition is made from the previous canned illuminated standard to the new channel lettering using the “stacked” format.
…and using the “linear” format.Both versions are acceptable and will be determined by the site survey and the individual building restrictions.
Here you see examples of the new pylon and wall signs which will be used for the Exchange Mall, Mini Mall and Troop Store locations which have more than one service in the facility. An alternate pylon sign was developed for those locations which service only one business, such as a Distribution Center. The Wall Mounted Pylon sign shown on the right will replace our existing standard for Mainstreet Mall and Food Court listings. Like the current Mainstreet sign, most locations will utilized two signs – one featuring food brands which will be located to the right of the Food Court entry, and one featuring Service vendors which will be located to the left of the Main Store entry. As part of the rollout for Main Stores, existing pylon and wall signs will be adapted to reflect this standard.
Phase II: OCONUS PAC & EUR FMOs are actually in the process now of doing site surveys (extensive training)RE and MK will recommend designs based on survey information Walton will manufacture and ship to OCONUSInstalls will be arranged locally though FMOThe Branding recommendation was to execute MS first and branch stores secondary as the MS are the most prominent facility of our Brand. Walton will evaluate based on installation specifics if it is more economical to install all at once in remote locations but this will be determined on a case by case basis. Do not want to incure MS delays.Phase II: CONUS Branch Facilities Walton Signs to advise on best deployment and timelineTarget completion date for all facilities is end of FY 2012You can see by the renderings here, that our first preference is to implement the complete branding package which includes maintaining the R/W/B standard even at branch locations……CLICK
But we do have options available for those locations that get push back from command. This is an example of the compromise reached at the Tinker Express.