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Transcript of “Bring Your Courage” Headquarters U.S. Air Forces in Europe 1 Marketing and Commercial...
“Bring Your Courage”
Headquarters U.S. Air Forces in Europe
1
Marketing and Commercial Sponsorship
Mandy Smith-NethercottUSAFE/A7SPM
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Topics
Why Market? Marketing’s Role in Services
Keys to a Successful Services Marketing Plan Sponsorship & Advertising USAFE Services Programs/Promotions AFSVA Programs/Promotions References 2004 AF Customer Feedback USAFE Results
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What the Competition is Doing % Est. Annual Revenues Spent on Sales &
Marketing3% Less than 1%45% 1%-5%25% 6%-10%22% 11%-20% 5% More than 50%
Why You Need to Market
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Why You Need to Market Sales are Not Made on Price Alone
What’s Most Important in Buying DecisionsBest QualityFair Price for QualityEase of Purchase With no HasslesGreat Customer ServiceLowest Price
No Market Leader is the Lowest Price Brand
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Why You Need to Market
Audiences Forget 90% of What They See Within 2 Weeks Power of Repetition Creates Top-of-Mind Awareness
It Takes 22 Impressions to Move the Mind From Total Apathy to Purchase Readiness
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Why You Need to Market
Existing Customers are the Most Likely Source of Referral and the Only Source of Repeat Sales 60% of Your Marketing Effort Should Be Here
It is 6 Times More Expensive to Attract a New Customer as it is to Keep a Current Customer
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Your Marketing Partner
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Marketing’s Rolein Services
Partnership is the Key
Include your Marketing Partner/Director in Planning Meetings/Staff Meetings/Flight Meetings
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Where Marketing Fits in the Organizational Structure
Commander/Division Chief
Deputy (Note 1)
HRO (Includes all Ed & Tng)
(Note 2)
Admin Orderly Room
Marketing
Combat Support Flight
Food Service
Mortuary Fitness Lodging
Readiness & Plans Libraries
Linen Exchange Laundry
Business Operations Flight
Clubs
Aero Clubs Golf
Bowling Civilian Welfare Funds (Restaurant & Outlets)
Retail Vet Clinic
(Note 3)
Family Member Programs Flight
Child Development
Center Youth Program
Family Child Care School Age
Program Community Center
(Note 4)
Community Support Flight
Skills Dev
Aero Clubs Outdoor Rec Rod & Gun
Marinas Recreation Pools Information Ticket
& Tours
Resource Mgt Flight
Slot Pgm Mgt
NAF Mgt NAF Payroll
NAF Purchasing APF Mgt
Systems Support Logistics
Private Orgs
Notes: (1) Deputy is responsible for facility projects (APF & NAF) (2) With approval from the MAJCOM, bases may realign the training function directly under the Commander/
Deputy with an office symbol and organizational structure code (OSC) of SVT (3) Business Operations Flight combines with Community Support at medium bases (military population
between 1K and 5K) (4) Family Member Support Flight and Business Ops Flight combine with Community Support Flight at small
bases (population less than 1k)
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Marketing’s Rolein Services
Make Flyers?
Change Marquee Letters?
Take Pictures?
Do PowerPoint Slides for Commander?
Not even close!
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Marketing’s Rolein Services
Develop, Implement & Analyze Market Research Corporate PRISM Customer Feedback Local Surveys
Develop Marketing Goals, Objectives and Strategies
Make Marketing a Key Team Partner
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Marketing’s Rolein Services
Advise Managers on Marketing and Promotional Strategies
Identify Target Markets
Determine Effective Ways of Reaching Those Markets
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Marketing’s Rolein Services
•Determine Effectiveness of Current Initiatives
•Measurements/Goals
•People, Participation
•Dollars, Register Rings
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Marketing’s Rolein Services
Plan and Implement Marketing, Promotional and Publicity Campaigns for Flight- and Squadron-wide Events
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Marketing’s Rolein Services
Coordinate Implementation of Marketing Plans
Obtain Sponsorship to Support Events
Utilize Advertising Program to Off-set Costs of publishing
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10 Steps To An Effective Services Marketing Plan
Step 1 - Identify trends and examine your local environment
Step 2 - Examine potential opportunities and threats to your program
Step 3 - Determine the strengths and weaknesses of your program
Step 4 - Ask yourself, “What business am I in?”
Step 5 - Identify who your customers are and what they need
Step 6 - Identify your marketing goals
Step 7 - Determine the best marketing mix
Step 8 - Select appropriate marketing strategy
Step 9 - Develop a plan of action
Step 10 - Monitor program and evaluate results – revise as appropriate
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AF Corporate PRISM
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Corporate PRISM
Weighted survey answers representative of entire base population
Survey accomplished every 2 yearsNext data available end 2005
Used to define AF leisure markets
Provides demographics, market size/share, and improvements
13 facility/program areas in survey
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Corporate PRISM
Demographics charts define installation’s population characteristics
Market analysis charts evaluate market size and share of installation’s programs/activities
Improvements charts identify customers’ wants and needs and the potential gains
Detailed inquiry charts give the frequency and location of visits
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Corporate PRISM
Used by managers to assess customer needs, increase participation, and make sound business decisions
Groundwork for additional research In-house surveys Focus groups Needs assessment studies
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AF Customer Feedback
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Customer Feedback
BenefitsAssess satisfactionPrioritize problem areasDevelop marketing strategies
Baseline for comparison of previous years’ data
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Customer Feedback
Annual measurement of customer satisfaction
Analysis tool for managers
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Customer Feedback
Measurement VariablesCustomer ServiceFacilitiesEquipmentValueOverall Activity Rating
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Customer Feedback
Overall Services Grade
Satisfaction/Importance Attributes
Demographics
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AF Customer Feedback
Comparison of Annual AF Findings FY04 FY03 FY02
Customer Service 83% 83% 82%
Facilities 80% 80%
80% Equipment 80% 80% 79%
Value 81% 80% 80%
Overall Activity 81% 80% 79%
Overall Services 74.49 73.65 73.40
Results indicate a slight but steady increase in satisfaction
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Customer Feedback FY04 AF Activity Averages
Program Service Facility Equipment Value Overall
Library 88 81 81 90 84
Fitness 85 82 84 92 84
Dining Facility 85 85 83 84 84
Arts & Crafts 86 81 82 82 83
Golf Course 86 82 82 82 83
Outdoor Rec 85 80 81 83 82
ITT 85 80 81 81 82
Rec Equipment 85 79 79 82 81
Bowling Center 83 80 79 83 81
Child Development 83 85 85 75 81
Auto Skills 83 79 80 83 81
Youth Programs 82 79 79 77 79
Officers’ Club 80 80 78 72 76
Club Dining 79 78 77 71 75
Enlisted Club 79 77 76 73 75
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Local Surveys
Provide Customer Satisfaction Reviews
Program Specific Feedback
Targeted Concern Feedback
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Local Surveys
Interactive Customer Evaluation (ICE)FREE Web-based electronic comment
card [email protected]
Opinion Meters
Comment Cards Paper Web
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CommercialSponsorship
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Sponsorship
Designed to Help Enhance or Off-set Expense for Services MWR Programs
Must be a Bona Fide Services Event
Can Only be Used for “MWR” Elements
Honor Guard, Lodging, Military Dining Excluded
Does not Include Normal Day-to-Day Management and Overhead Operations
Not a Budgeted Item
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Sponsorship
Does NOT include Internal Services Events Conferences Evaluation Ice Breakers (LeMay, Eubank,
Gold Key, Hennessey, etc.) Organizational Parties, Retirements, etc.
Not Authorized for Other AF Organizations Private Organizations
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Sponsorship
Approval Levels SV Up to $5K Installation CC Up to $25K MAJCOM SV UP to $50K MAJCOM CV $50K-$100K HQ AFSVA/CC $100,000+
Per Sponsorship Agreement
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Your Role in Sponsorship
Potential Sponsor Hit List Vendors Suppliers
Plan Ahead
Clear Communication of Needs with Marketing Return on Investment
Sponsor Recognition Receives Promised Exposure
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Sponsorship Vs. Donations
P.O.s prohibited from soliciting as official representatives of DoD, USAF, etc.
Any Organization May Accept Donations
Wives’ Club, CGOC, Squadrons
Very Limited Recognition Reference AFI 34-201 for approval levels
and limits
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Private Organizations
Help in the Education Process Topic for Annual Letter to PO’s Monitor Fund Raising Activities Private Organization AFI 34-223
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Advertising Program
AFMAN 34-416
Authorizes Advertising for “Open to Public” Events in Civilian Media
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Advertising Program
Purchasing Advertising Event Must be Open to Public Cannot Compete with Similar Event Held in
Local Community Must be Infrequent In-kind Advertising and/or Funds
Designated for Advertising under Commercial Sponsorship is permitted
Must Coordinate with Public Affairs
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Advertising Program
Can use NAF/Sponsorship Dollars to Purchase Restricted Media (Military Audience) for Services Programs Example
AF Times
Must use NAF Dollars to Purchase Ads Required for Solicited Sponsorship Package
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Advertising Program
Selling Advertising Space Avoid Competition with Public Affairs Only sell on NAFI Funded Media Must be Unique to Services
ExamplesClub CalendarsBall Field FencesMessage and Menu BoardsGolf Tee SignsServices Magazine
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USAFE Services Programs/Promotions
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USAFE Specific Programs/Promotions
Extreme Summer
Project CHEER
USAFE Idol
Air Force Birthday Bash
USAFE Club Membership Drive
USAFE Youth of the Year
USAFE Youth/Teen Talent Contest
Youth/Teen Camps
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AFSVA Programs/PromotionsHighlights
Football Frenzy
AF Club Membership Drive
Tops In Blue
Stars and Strikes Bowling Promotion
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References AFI 34-264 Services Marketing and Publicity Program
AFI 34-407 Commercial Sponsorship Program
AFMAN 34-416 Commercial Sponsorship and Sale of NAFI Advertising Procedures
AFI 34-223 Private Organizations
AFI 36-3101 Fund Raising within the AF Para 19
AFI 34-201 Use of Nonappropriated Funds (NAFS) Chapter 5.7.
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Air Force 2004Quality of Customer Service
Customer Feedback Survey Results
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Aviano
“Bring Your Courage” 48
Croughton
“Bring Your Courage” 49
Fairford
“Bring Your Courage” 50
Incirlik
“Bring Your Courage” 51
Izmir
“Bring Your Courage” 52
Lakenheath
“Bring Your Courage” 53
Mildenhall
“Bring Your Courage” 54
Molesworth
“Bring Your Courage” 55
Moron
“Bring Your Courage” 56
Lajes
“Bring Your Courage” 57
Ramstein
“Bring Your Courage” 58
Rhein Main
“Bring Your Courage” 59
Sembach
“Bring Your Courage” 60
Spangdahlem
“Bring Your Courage” 61
Stavanger
“Bring Your Courage” 62
Quality of Facility
“Bring Your Courage” 63
Aviano
“Bring Your Courage” 64
Croughton
“Bring Your Courage” 65
Fairford
“Bring Your Courage” 66
Incirlik
“Bring Your Courage” 67
Izmir
“Bring Your Courage” 68
Lakenheath
“Bring Your Courage” 69
Mildenhall
“Bring Your Courage” 70
Molesworth
“Bring Your Courage” 71
Moron
“Bring Your Courage” 72
Lajes
“Bring Your Courage” 73
Ramstein
“Bring Your Courage” 74
Rhein Main
“Bring Your Courage” 75
Sembach
“Bring Your Courage” 76
Spangdahlem
“Bring Your Courage” 77
Stavanger
“Bring Your Courage” 78
Quality of Equipment
“Bring Your Courage” 79
Aviano
“Bring Your Courage” 80
Croughton
“Bring Your Courage” 81
Fairford
“Bring Your Courage” 82
Incirlik
“Bring Your Courage” 83
Izmir
“Bring Your Courage” 84
Lakenheath
“Bring Your Courage” 85
Mildenhall
“Bring Your Courage” 86
Molesworth
“Bring Your Courage” 87
Moron
“Bring Your Courage” 88
Lajes
“Bring Your Courage” 89
Ramstein
“Bring Your Courage” 90
Rhein Main
“Bring Your Courage” 91
Sembach
“Bring Your Courage” 92
Spangdahlem
“Bring Your Courage” 93
Stavanger
“Bring Your Courage” 94
Value for Price Paid
“Bring Your Courage” 95
Aviano
“Bring Your Courage” 96
Croughton
“Bring Your Courage” 97
Fairford
“Bring Your Courage” 98
Incirlik
“Bring Your Courage” 99
Izmir
“Bring Your Courage” 100
Lakenheath
“Bring Your Courage” 101
Mildenhall
“Bring Your Courage” 102
Molesworth
“Bring Your Courage” 103
Moron
“Bring Your Courage” 104
Lajes
“Bring Your Courage” 105
Ramstein
“Bring Your Courage” 106
Rhein Main
“Bring Your Courage” 107
Sembach
“Bring Your Courage” 108
Spangdahlem
“Bring Your Courage” 109
Stavanger
“Bring Your Courage” 110
Overall Assessment
“Bring Your Courage” 111
Aviano
“Bring Your Courage” 112
Croughton
“Bring Your Courage” 113
Fairford
“Bring Your Courage” 114
Incirlik
“Bring Your Courage” 115
Izmir
“Bring Your Courage” 116
Lakenheath
“Bring Your Courage” 117
Mildenhall
“Bring Your Courage” 118
Molesworth
“Bring Your Courage” 119
Moron
“Bring Your Courage” 120
Lajes
“Bring Your Courage” 121
Ramstein
“Bring Your Courage” 122
Rhein Main
“Bring Your Courage” 123
Sembach
“Bring Your Courage” 124
Spangdahlem
“Bring Your Courage” 125
Stavanger
“Bring Your Courage” 126
Satisfaction
“Bring Your Courage” 127
Aviano
“Bring Your Courage” 128
Croughton
“Bring Your Courage” 129
Fairford
“Bring Your Courage” 130
Incirlik
“Bring Your Courage” 131
Izmir
“Bring Your Courage” 132
Lakenheath
“Bring Your Courage” 133
Mildenhall
“Bring Your Courage” 134
Molesworth
“Bring Your Courage” 135
Moron
“Bring Your Courage” 136
Lajes
“Bring Your Courage” 137
Ramstein
“Bring Your Courage” 138
Rhein Main
“Bring Your Courage” 139
Sembach
“Bring Your Courage” 140
Spangdahlem
“Bring Your Courage” 141
Stavanger
“Bring Your Courage” 142