2020 Independence Celebration Marketing Plan

Independence Celebration Marketing & Publicity Plan Updated June 1, 2020

OVERVIEW Event 2020 Independence Celebration

Division & Activity BRD – Special Events

Marketing POC Dori Nix

Event POC Mary Negron

Date & Time Saturday, August 22, 4-11pm

Rain Date (Fireworks Only) Sunday, August 23

Location York & Gardner Fields

Price Admission is free Food and beverages available for purchase with tokens ($1 per token)

DESCRIPTION OF EVENT Independence Celebration • In a typical summer, we celebrate Independence Day a little early at Fort Benning. But due to the unfortunate circumstances surrounding the recent COVID-19 pandemic, we’ve had to reschedule our traditional festivities for a later date this year. Nonetheless, the annual Independence Celebration still stands to celebrate our nations’ independence, and to provide Soldiers and their families a safe environment to consume music, food, and fun in the sun!

• This year’s Independence Celebration will be August 22 from 4-11pm (free admission) on York and Gardner fields on Eckel Avenue, in front of McGinnis-Wickam Hall.

• The annual Independence Celebration is a free admission event, held on York and Gardner fields on Eckel Avenue, in front of McGinnis Wickam Hall. Though the highlight of the annual Independence Celebration is always the finale, the largest, grandest fireworks show in the Chattahoochee Valley, you’ll also enjoy great concerts, games, exciting shows and demonstrations and more.

Food and Beverage • Food and beverages are available for purchase all throughout the event. Our food vendors only accept tokens, which are $1 each. You will be refunded for unused tokens, so load up early and save yourself a return trip to the token trailer.

• We will have it all! Hamburgers, hot dogs, BBQ, funnel cakes, ice cream, Hawaiian shaved ice, kettle corn and so much more.

• Over 40 different food and beverage vendors to choose from.

Kid’s Zone • Aside from the traditional games and a great variety of food, guests will enjoy crafts and more of those crazy inflatable bounce houses than you can shake a stick at. All free!

• Petting zoo with the world’s largest horse • Inflatables and fun activities in the fun zone.

• Kids crafts and games Entertainment • Opening Act: o Macy Kate • Headlining act o Andy Grammer • MCOE Band Military Demonstrations • As always, the Silver Wings will conduct aerial demonstrations and Rangers will perform high-speed insertion and extraction operations via a rope and a helicopter, a thrilling show we call Fries & Spies. We will also offer guests the opportunity to jump from a 34’ Airborne Training Tower on Eubanks Field. This should be on your Fort Benning Bucket List.

Prohibited Items • No guns, knives, weapons of any kind, or outside alcoholic beverages are allowed. No professional cameras or glass bottles. For security reasons, please be prepared for random security checks. No pets allowed. Small canopies (no sides or enclosures) in designated areas only. Smoking allowed in designated areas only.

MARKETING MESSAGES Purpose of Event To celebrate our nation’s independence and celebrate Fort Benning’s Centennial Anniversary.

Primary Messages • • • • • • • • • • • •

Celebrate our nation’s independence at the annual Fort Benning Independence Celebration with music, food, kids’ activities and fireworks!

Show support for the military, soldiers, families, retirees and civilians.

The Independence Celebration is open to the general public. Be prepared for random security checks.

Free, live entertainment starring Andy Grammer and Macy Kate.

Not on July 4th in order to provide Soldiers the opportunity to travel on the actual holiday.

Largest fireworks display ever held at Fort Benning; choreographed to the live MCoE Band music.

Free inflatables, games and activities for kids.

Food and Beverages available for purchase. Highlight pricing and how to get tokens.

Highlight individual food & beverage vendors.

2020 Sponsor Giveaway Festivity attendees can now access Fort Benning thanks to our new gate access procedures for visitors and the public. (utilize YouTube video created by DES to promote the steps in gaining a visitors pass) Event is one day only – August 22 o Needs to be on all marketing materials, descriptions etc

SPONSORSHIP Confirmed (Signed Agreements) •Rivertown Auto Mall $10,000(Fireworks sponsor, exclusivity for auto placement) •USAA $2,500 •Synovus: $2,500 •Wells Fargo$2,500 •TOTAL $17,500 as of May 19

Sponsorship Provisions Sponsor Giveaway

DIRECTION Target Attendance Number 15,000

Buyer Personas •

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Soldiers o Prefers to communicate via phone, email, text or social media o Uses Facebook and Instagram o Goals: Work, completing schools, finding entertainment on the weekends o Challenges: Finding entertainment to boost their morale and that is accessible within their interests o We can help them achieve their goals by offering recreational services to occupy their free time. o We can help them overcome their challenges by using their feedback to bring resources of their interests to the facility and offering free services. o They may object to attending this event because it is overly crowded, they don’t have kids or the entertainment is not in their interests.

Families of Soldiers o Prefers to communicate via email, text or social media o Uses Facebook and Instagram o Goals: Providing support for their family, kids and homelife. Finding ways to stay involved with the military community and activities for kids. o Challenges: Finding people to connect with and services to fulfill their kids’ needs. o We can help them achieve their goals by offering services and events that guide them in supporting their families and kids. o We can help them overcome their challenges by providing a safe space for them to enjoy festivities that entertain their kids and allow them to meet new people. o They may object to attending this event because of the weather, lack of amenities for quicks, restrictions to use of items that will make it easier for them to tend to their family during the event (i.e. strollers, wagons, shade tents, etc.)

DoD Civilians o Prefers to communicate via phone, email, text or social media o Uses Facebook and Instagram o Goals: Fulfilling career expectations and managing a healthy lifestyle outside of work. o Challenges: Connecting with the military community on a personal level. o We can help them achieve their goals by supporting them in the work place and opening up our services, events and programs for them to utilize. o We can help them overcome their challenges by providing events that bring together the military community and civilians in one location to meet and celebrate. o They may object to attending this event because of the crowds, entertainment is not in their interests, or conflict with other events in Columbus schedule on same day.

Retirees o Age 65 or older o Prefers to communicate via phone, email or face-to-face o Uses Facebook o Goals: Live a happy and healthy life and remained connected to the military community. o Challenges: Finding resources and services that they still qualify for in the military community after retirement. o We can help them achieve their goals by opening up our services, events and programs to them. o We can help them overcome their challenges by building awareness and reaching out to them to inform them of what they can participate in and helping them still feel like a part of the community.

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They may object to attending this event because of the crowds, weather, loud music and lack of ease in getting around the fields.

General Public o Prefers to communicate via email, text or social media o Uses Facebook and Instagram o Goals: Living a healthy lifestyle and bringing diversity to their families. o Challenges: Finding a variety of activities in the surrounding community that are free or easy to access. o We can help them achieve their goals by providing healthy lifestyle choices at our events open to the public and providing opportunity to connect with a diverse military community. o We can help them overcome their challenges by offering a select number of events that are free and open to the public annually. o They may object to attending this event because challenges with gates access, entertainment is not in their interests, or conflict with other events in Columbus schedule on same day.

Unique Selling Proposition The annual Independence Celebration is a free admission event open to the public. Though the highlight of the annual Independence Celebration is always the finale, the largest, grandest fireworks show in the Chattahoochee Valley, you’ll also enjoy great concerts, games, exciting shows and demonstrations and more.

Pricing & Positioning Strategy Access to concerts, demonstrations and kids’ activities for free!

Distribution Plan Attendees who are civilians will be able to obtain a visitor’s pass online prior to arriving on the day of the event to expedite their time at the gate.

Tokens for food & beverage vendors will be available for purchase at the MWR Headquarters, Outdoor Recreation and all Recreation Centers.

Customers will be reached through Benning MWR social media channels, website, search engines, digital ads, and local advertising on radio, tv, magazines and calendars.

Offers Upgrade your Independence Celebration experience and join us in The Freedom Club, Saturday August 22! Under the shade of a fan-cooled tent, for $75 per person this ticket gives you an exclusive seating area, dinner with two complimentary drink coupons (kids tickets receive 1 drink coupon), a cash bar, reserved parking and a private restroom!

• Separate marketing plan for Freedom Club

FREQUENTLY ASKED QUESTIONS Gate access?

For more details, visit benning.armymwr.com.

Where can I park?

Parking will be available in designated areas around McGinnis-Wickam Hall, at Smith Fitness Center, Bldg. 6, and near the ranges along Dixie Rd. Can we bring coolers/refreshments?

Coolers are allowed, but there will be plenty of food and beverage vendors available. No outside alcoholic beverages are permitted.

Can we bring pets?

No. For safety and sanitation reason, please leave your pets at home. Service dogs are permitted.

What are tokens for? I thought this was a free event.

• Tokens are needed to pay for all food and beverages. Admission is free, as well as the entertainment, children’s activities, fireworks and parking.

MWR uses tokens at our large events to help speed up the process of ordering and paying for food and beverages. The vendors appreciate the ease of not having to make change. BUT don’t wait in line. Pre-sale of tokens will begin August 5 at MWR Headquarters, Building 85 on Barron Avenue.

A token trailer will be set-up at the event for the customer’s convenience. $1 per token. Unused tokens can be exchanged for a full refund at the event, or Monday through Friday at MWR Headquarters, Building 85.

Do I need cash to pay for tokens?

No, we can accept debit and credit cards.

Will there be an ATM available?

Yes, there is an ATM located in McGinnis-Wickam Hall and at Kinetic Credit Union.

What if I have tokens left at the end of the night?

You can return your tokens for a full refund at the token tent/trailer. OR you can come by DFMWR Headquarters, Building 85 on Barron Avenue Monday-Friday and receive a refund. OR save them for the next MWR event (Oktoberfest).

Will there be a shaded area?

Yes, a large shade tent will be set-up with fans.

Can we bring lawn chairs, blankets, and canopies?

Yes! Small canopies are allowed; they can be set up in the designated area, towards the back of the field.

What if it rains?

The rain date for the FIREWORKS ONLY is the following day, August 23rd. No vendors, entertainment, etc. will be setup. Stay up to date on our Facebook page www.facebook.com/BenningFMWRfans

MARKETING MATERIALS •

Digital o Promotional Video  Create ‘Save the Date’ video from previous year footage  Create ‘Promotional’ video to use ongoing in campaign from previous year footage advertising music, fireworks, food vendors, kid activities and featured artists. o Fort Benning MWR Website - benning.armymwr.com o Facebook  Posts and stories utilizing video and photos  Event Frame for Facebook posts & stories  Augmented Reality filter for FB  Event filter for FB o Instagram  posts, stories and story highlights utilizing video/photos  Augmented Reality filter for IG  Event filter for IG o Digital Signs  MWR Facilities – static graphic and 30 second video with no sound o Marquee signs  3 signs at Fort Benning entrances – static graphic and short motion graphic o Email Marketing  Admin L and MWR mass email distribution

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Print Materials o On the Go Magazine  Placed across Fort Benning and in MWR Facilities. A write-up and imagery will be included in the June/July/August issue of OTG to announce the event and highlight main features. o Independence Celebration  ½ Page Flyers  Inserts  11 x 17 posters  24 x 36 posters  Banners  Corrugated Signs o Sponsor Giveaway  ½ Page Flyers  Inserts  11 x 17 posters  24 x 36 posters  Banners  Corrugated Signs

PROMOTION STRATEGY ON-POST • Publicity o AAFES Radio Ad – DN  Send NLT July 24 o Press Release – CLS  Save the Date – April 16  Update with event details and sequence of events – NLT July 20 • Send both to PAO o Ad on FBTV – ask to do a story – DN o Briefings – CLS  Include in all briefings in July and August (Newcomers, MCCC, 1SG/CC) • Digital o Website – CW  Dedicated Event page – April 30 • Schedule of events • Parking areas • Directions • What to bring/prohibited items • Link to giveaway registration • Embed IDC promotional video after uploaded to YouTube  Events Calendar – April 30 o Google Ads – DN  Promote event page on Benning MWR website – July 20 – August 22 o Promotional Video – CLS  Upload videos to YouTube channel so the video link can be used on multiple platforms • Integrate SEO strategy, Meta tags. Keywords and additional info – DN  Use Save the Date promo video on website event page, social media and social media ads.

• May 8 – July 10  Use ongoing promotional video on website event page, social media and social media ads.

• July 13 – August 22 o Facebook – CLS  Promote various marketing messages weekly via posts/stories through August 22  Dedicated event page – April 16 • Add additional details as they are distributed • Add IDC promotional video to event page cover after created • Add IDC promotional video to Benning MWR Main Page cover – July 20 – August 22  Paid Facebook advertising – July 20 – August 22 • Advertise with IDC promotional video from July 20 – 31 • Promote Facebook Event from August 1 – 22 • Cross promote paid ads on Facebook and Instagram for advertising period.  Tag in first unpaid posts • U.S. Army Garrison Fort Benning • Fort Benning Television • US Army Fort Benning • Villages of Benning • Only if event remains open to the public o Ledger-Enquirer o Columbus and the Valley Magazine o Valley Parent Magazine o MuscogeeMoms

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Family & Kids of the Chattahoochee Valley WTVM News Leader 9 Community Foundation of the Chattahoochee Valley Midtown Columbus Georgia Uptown Columbus

Instagram – CLS  Promote various marketing messages & promo video weekly via posts/stories through Aug 22 • Cross promote paid ads on Facebook and Instagram for advertising period mentioned above. o Digital Signs – CW  Upload NLT June 22 o Marquee – CW  Upload NLT June 22 o Email Marketing – SB/CLS/DN  Distribute Admin L (VIP Save the Date) – Weeks of July 7, Aug 3  Mass email distribution list • Solo email week of July 13 • Include in weekly emails July 20 – August 22 Print Materials – RF/CW o Amounts TBD - Distribute NLT July 8  ½ Page Flyers  11 x 17  24 x 36  Banners  Corrugated Signs o On the Go Magazine (JUN/JUL/AUG)  Placed across Fort Benning & MWR Facilities.

OFF-POST IF EVENT REMAINS OPEN TO THE PUBLIC • Publicity o Radio Ads – DN  Starting June 12 – August 22  :30 radio ad • iHeart Media • Sunny 94.7 • South 106.1 • Rock 103 • Total: 267 spots • Value: $2495.00  PMB broadcasting • Kissin’ 99.3 o 60 commercials in June o 155 commercials in July o 145 commercials in August o Visit with the MCoE band in August • 95.3 Kissin’ Country Legends o 60 commercials in June o 155 commercials in July o 145 commercials in August • One 2 hour remote on Kissing’ 99.3 on June 29th from 5-7pm • Total: 720 Commercials

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• Value: $10k; Investment $2495.00 Press Release - CLS  Save the Date – April 16  Update with event details and sequence of events – NLT July 20 • Send all to press release distribution list TV interviews – SB/DN  WTVM (ABC Affiliate)  June 12 – August 22 • 32: 15 second TV commercials • 70; 30 second commercials

Digital o Community Listings: add event to calendars NLT July 8 – DN  Ledger-Enquirer ‘To Do’  Columbus Chamber of Commerce  Muscogee Moms Calendar  WTVM Calendar  Visit Columbus GA Calendar o Billboards – DN  July 28 – August 22 • Macon Road • Veterans Pkwy Print – DN o 11 x 17 – distribute to vendors – July 8 o Columbus and Valley Magazine – August issue o Hoo Knows Kids and Parent Magazine – July & August Issue o Family & Kids of the Chattahoochee Valley, full page – August Issue (creative deadline July 5)

ONLINE MARKETING STRATEGY Keyword Strategy • • • • • • • • •

Short-tail o Independence Celebration, Independence Day, Independence Festival, July 4th activities, July 4th festivities Long-tail o Independence Celebration Fort Benning Georgia, Independence Day Columbus Georgia, Independence Day Fort Benning Georgia, July 4th activities Columbus Georgia, July 4th activities Fort Benning Georgia Short-term o Independence Day, July 4th Long-term o Columbus Georgia Activities, Columbus Georgia Events, Fort Benning Georgia Activities Product defining o Use vendor and entertainment names Customer defining o Customer Testimonials Geo-targeting o Events Fort Benning Georgia, Events Columbus Georgia LSI (Latent Semantic Indexing) Intent targeting o Food & Beverages to taste at Independence Celebration o Kids Activities at Independence Celebration o Guide to enjoying Independence Celebration o How to purchase tokens

Search Engine Optimization Strategy • • • •

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Perform Keyword Research o Identify main terms and subject areas using long-tail keywords Ensure event page is mobile-friendly Target primary keywords for event page Optimize page URL o Easy to remember o Communicate clearly what’s on the page o Utilize target keyword Optimize title tags o Keep short (Google only displays 50-60 characters on search engine results page (SERP)) o No need for keyword in title tags Optimize Images/Videos o Name with target keyword and update alt text w/ keyword Optimize Headings o Strategically include target keywords (if intuitive).

Optimize text on page o Avoid keyword stuffing (recognized by search engines and websites penalized for it) o Use target keywords and relevant synonyms where they make sense Write Unique Meta Description o Plays a role in click-through rates from search results o Displayed below page title in search results o Terms searched will be in bold o Naturally incorporate keywords + what’s valuable on the page Submit sitemap to Google

Paid Online Advertising • • •

Google Ads Facebook/Instagram Ads Community Calendars

Social Media Strategy • •

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Detailed strategy in progress Tie business goals in Key Performance Indicators o Reach (follower count, impressions, mentions, share of voice)**  **Vanity metrics are surface-level metrics that include numbers and statistics that look great on paper but don’t correlate to business success. Vanity metrics shouldn’t be relied on to indicate achievement of business goals or long-term marketing achievements. o Engagement (likes or favorites, comments, sharing, ratings & reviews, inbound links) o Return on Investment (ROI) (direct sales revenue, lead conversions, support costs per customer, lifetime value) o Retention & Loyalty (reviews & ratings, issues resolved, SLA, time to resolution, customer satisfaction sentiment) Utilize video, graphics and image content across Facebook and Instagram to promote event weekly through August 22. o Test different content formats Establish Service-Level agreement to interact with customer engagement within an expected amount of time. o Respond to all comments and messages (negative & positive) o Respond to comments in real time Encourage Readers to comment, like and share.

Tag guests and community in relevant posts Use humor in content creation to draw attention Conduct polls on Facebook and Instagram steered around vendors and services that will be available at the event. o Use questions in posts and respond to answers.

Ask for opinions from users Ask for reviews Reference/share content that is relevant to event but already created and shared by others on their platforms.

Seek out engagement and interact on other pages/groups.

Be authentic and human with tone and voice.

CONTENT CALENDAR Content Title

Buyer's Journey Stage

Content format

Buyer Persona(s)

Topic

Promotion Period

Save the Date

Awareness

Graphic & Video

ALL

Save the Date announcing Independence Celebration date and featured artists

April – June

Independence Celebration

Consideration

Graphic & Video

ALL

Promote event date, time, location, featured artists and other services offered at event

June – August

Entertainment

Consideration

GIF

ALL

Highlight musical entertainment that will be at event

June – August

Entertainment

Consideration

Video

ALL

Independent videos of Andy Grammer and Macy Kate to promote their performances

June – August

Fun Zone

Consideration

Image, Video & GIF

ALL

Inflatables, games and activities for kids.

Vendors

Consideration

Image, Video & GIF

ALL

Highlight individual food & beverage vendors

Demonstrations Consideration

Image, Video & GIF

ALL

Jump Towers, Static Displays, Aerial Demonstrations, Fries & Spies

July – August July – August

ALL

Content promoting largest fireworks show in the valley. Use imagery from previous years, offer advice on optimal viewing points, time, etc.

July – August July – August

Fireworks

Consideration

Image, Video & GIF

Tokens

Decision

Infographic + Map

ALL

Independent content promoting tokens sales prior to event and token locations throughout the event

August 10 - 22

FAQ

Decision

Video

ALL

Video conversation of frequently asked questions such as entertainment, tokens, who can attend, etc.

August

Identify influencers in the Fort Benning Community that can be used in promotional video clips to advertise tidbits of event components

July – August

Influencers

Decision

Video

Soldiers & Families

Gate Access

Decision

Infographic & Video

General Public

Use infographics and YouTube video provided by DES to orient the public on how to get a visitor’s pass.

August

Prohibited Items

Decision

Infographic

ALL

Comedic infographic on items that are prohibited from bringing to event

August 16 - 22

Event map

Decision

Map

ALL

Map of stage, vendors, fun zone, EMS/FIRE, restrooms, bad weather shelter, demonstrations, etc.

August 16 - 22

Parking

Decision

Map

ALL

Map of parking areas with designated entrances, handicap and VIP parking

August 16 - 22

Augmented Reality

Decision

Filter

ALL

Augmented reality and event filter to promote for patrons to use during event when sharing their photos & videos

August 16 - 22

Sponsor Giveaway

Consideration

Image & Video

Active Duty Soldiers

TBD

TBD

GRAPHICS Independence Celebration Text for Graphics • Open to the Public!

• Fort Benning’s Independence Celebration • Featuring Andy Grammer with Special Guest Macy Kate • August 22, 4-11pm • York & Gardner Fields • Fireworks, Free Concert, Free Kids’ Activities, Food & Beverage Vendors • Stay tuned to benning.armymwr.com •

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Print Graphics Requested o Half page flyer o Poster (11x17, 24x36) o Corrugated Sign (24x18) o Banner (5ft) Digital Graphics Requested o Digital Signs o Marquees o Facebook cover (820x312) o Facebook image (1200x630) o Event image (1200x628) o Facebook/Instagram Story (1080x1920)

Sponsor Giveaway Text for Graphics • TBD •

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Print Graphics Requested o Half page flyer o Poster (11x17, 24x36) o Corrugated Sign (24x18) o Banner (5ft) Digital Graphics Requested o Digital Signs o Marquees o Facebook cover (820x312) o Facebook image (1200x630) o Event image (1200x628) o Facebook/Instagram Story (1080x1920)

MAIN TIMELINE/RESPONSIBILITIES Create Marketing Plan Create Event on Facebook Save the Date promotional video Ongoing promotional video Promote on Facebook Promote on Instagram Graphics Save the Date Graphic for ongoing promotion Event Frame for Facebook posts & stories Augmented Reality filter for FB & IG Event filter for FB & IG T-Shirt Design w/sponsor logos Collect shirt sizes Place shirt order Print promotional materials Distribute promotional materials Print day of materials Website AAFES Radio Ad Radio TV, News, Media Press Release – Save the Date Press Release – Detailed Digital Signs Marquee Mass email Admin L (VIP Save the Date)

Responsibility DN CLS CLS CLS CLS CLS

Target Date 4/24/2020 Immediately 5/1/2020 7/3/2020 Now – Aug 22 Now – Aug 22

Status Ongoing Completed

CW CW CW DN DN CW DN DN RF RF/DN RF CW DN DN/SB DN/SB DN/SB/CLS DN/SB/CLS CW CW CLS SB

4/16/2020 6/26/2020 8/3/2020 6/26/2020 8/3/2020 7/20/2020 7/7/2020 7/24/2020 7/8/2020 7/8/2020 8/14/2020 Immediately 8/6-8/22 Jun 12 – Aug 22 Jun 12 – Aug 22 4/16/2020 7/20/2020 6/22/2020 6/22/2020 7/13 – 8/22 July 8, Aug 3

Completed

STAFF REQUIREMENTS Marketing Staff needed for: • Decorating and manning Drill Sergeant Tent • Freedom Club exclusive experience. o ACS to man - schedule to be provided • Ensure event is marketed to off post personnel in addition to Fort Benning community • Attend to sponsor needs • Photography • Videography • Escort media • Coordinate Sponsor drawing • Provide script for narrator to events MC – SB/DN • T-shirt design and coordination: Need Sizes by July 7 • Write speech for Command Marketing Staff Schedule • TBD by SB by August 7

Completed

Completed

STRATEGY Conversion Strategy • •

Use customer testimonials in infographics, video voiceover or independent social media posts to promote the event.

Optimize scripts for radio, tv and video to impact customers at all three stages of the buyer’s journey.

Joint Ventures and Partnerships • •

Provide sponsors and vendors appropriate marketing collateral to use in their establishments to share the event (print and digital materials) Tag sponsors and/or individual vendors in relevant social media posts within the content calendar so they are notified with each marketing message that is pushed out and will have easy access to share on their platforms.

Referral Strategy • •

Use “share” terminology in social media marketing to spread the word and publish content that is easy and appealing to share on social media platforms.

With improved procedures for guests to gain gate access, it will make it easier for soldiers and their families to refer the event to friends and families that are civilians and would need to get a visitor’s pass.

Strategy for Increasing Transaction Prices • •

Encourage food and beverage vendors to create product bundles or increase prices in order to increase transaction prices.

With a clear marketing message about purchasing tokens and buying them before the event, there is a higher potential that patrons will buy more tokens than they think they need up front and end up spending them all at the event rather than refunding them.

Retention Strategy • • • •

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A majority of traditional attendees for IDC may not normally attend MWR events or may be civilians and can only attend events and facilities that are open to the public.

To offer an opportunity for patrons to return for future events, programs and services, banners with upcoming MWR events will be placed at prime traffic areas through Independence celebration and include the website for more information.

Have coupons available for qualified patrons to use at MWR facilities at a later date. For example, java café, bowling, free ODR rental, etc.

Return customers are more likely with excellent customer service, so all MWR employees working the event should be expected to practice positive customer service in front of patrons and set an example for vendors on how we expect them to treat our customers as our guests. Staff working the event should prepare and plan to be able to expedite resolutions for any customer issues that occur leading up to and during the event.

Follow up with digital promotion after event to gather reviews and ratings from attendees.

Establish a service-level agreement (SLA) as a standard of answering customer questions and concerns within a certain amount of time.

Financial Projections •

TBD: promotional expenses, sales and profits.

SEQUENCE OF EVENTS As of May 20. Subject to change.

SATURDAY, AUGUST 22 2 – 4pm 4 – 7pm 4 – 10:20pm 4 – 11pm 5:15 – 6:50pm 6:50 – 7:20pm 7:20 – 8:20pm 8:20 – 9pm 9 – 10:15pm 10:15 – 10:35pm

Sound Checks Jump Towers Children’s activities: Fun Zone closes at 10:20pm. These activities close starting at 8:30pm: Airbrush Art, Arts and Crafts, Face Painting, Krazy Hair, Tattoos, Break-a-Plate, Gone Fishin', Kiddie Striker, Ring Toss, Darts, Flippin Chicken.

Food and Beverages available MCoE Band Silver Wings & Fries & Spies Musical entertainment by Macy Kate CG on stage; (Set change) Pre-music controlled by Andy Grammer Musical entertainment by Andy Grammer Fireworks choreographed to MCoE Band Music

DAY OF PRINT REQUESTS – REQUEST DUE NLT JULY 31 ITEM

SIZE

FLYER

8.5x11

POSTERS

11x17

POSTERS

24x36

TEXT

Event Map – Insert Version Event Map – Employee Version Event Schedule

4' BANNERS

4’

Master schedule of events for whole day at entrances

6' BANNERS

6’ 6’ 6’

Sponsor Thank You Schedule of events for stage area Upcoming MWR events (include website)

10' BANNERS

15' BANNERS

CS

GROMMETS/LAMINATED/ DOUBLE-SIDED

Waterproof paper

QUANTITY

2 3 8

4

1 for each of the 4 entrances + stage Grommets Oktfest, etc.

5 2 1