MARKETING & CUSTOMER SERVICE NEWSLETTER
04 APRIL 2012
this issue Marketing P.1 Customer Service P.1 Tool, Tidbits, and Trends P.2 The WOW Factor P.2 Upcoming Events P.3 Web Hits P.3 Key Marketing Dates P.3 Sponsorship P.4 TEAM FMWR P.6 Professional Development P.6
CUSTOMER SERVICE Learn from your mistakes! Your mistakes are your opportunity to shine. Customers who had a problem resolved are more loyal then customers who never had a problem! OPEX & OPEX REFRESHER TRAINING DATES
22 MAY- OPEX 0730-1630 AMCC
23 MAY - OPEX Refresher 0800-1130 or 1300-1630 AMCC
HOW DO OUR CUSTOMERS GET THEIR FMWR INFORMATION? Data taken from our FY12 post event surveys (to date Oct-Mar) show us, on average, how our customers get their FMWR information!
Remember space is limited to 28 per session so please get your staff registered now. The Refresher is for front line staff. Anyone who is a rater is to attend the Sustaining the Covenant Management Workshop. TEAM MEMBER ORIENTATION Held at Audie Murphy’s Community Center
16 MAY TMO Day 1 0730-1630
10 MAY TMO Day 2 0730-1630
11 MAY TMO Day 3 0800- UTC SUMMER HIRE
19 MAY TMO and OPEX 0600 -1800 TMO is required within the 1st 90 days of hire. Contact Ruby O'Dell to sign up your new staff for training!
Customer Service isn’t a department, it’s an attitude!
MWR Event Book
Web Page fortleonardwoodmwr.com
Integrated Marketing Reviewing the chart to the left you can see that solely relaying on one Marketing avenue is not a good business practice. That is why we, your friendly neighborhood Marketing Office (FMWR Marketing ) utilizes an integrated marketing approach to your programs and facilities. Integrated Marketing (IM) is defined as customer centric, data driven method of communicating with the customers. IM is the coordination and integration of all marketing communication tools, avenues, functions and sources into a seamless program that maximizes the impact on consumers. This concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. Integrated marketing is the Holy Grail for marketing departments. It enables us to deliver relevant content at a time when it will have the biggest impact on each customer. While it is easy to say in this age of social media “I am exclusively relaying on Face Book to market my facility/program” – you can see that just as many people still get their information from other sources of Marketing communications. Our marketing strategy is always based on meeting the needs of our existing and future patrons. We do this through leveraging internal and external strengths and understanding the competitive environment. Our marketing strategies work toward supporting the FMWR mission statement and realizing our FMWR goals and is based on the concept that quality services generate customer satisfaction.
THE “WOW” FACTOR!
TOOLS, TIBITS & TRENDS
A Welcoming Environment Warmly welcome the customer. Smile, make it like home. Clearly shift the center of attention from you to them. They should feel like they are the center of your universe at least for that first few minutes! It is within those first few minutes that you make the biggest impression!
KID POWER – MONTH OF THE MILITARY CHILD
Teens are multi taskers. they watch TV, listen to music, do homework, but also surf the Net, play video games, instant message (IM) and text—often at the same time. Students between the ages of 8 -18 spend more than 25% of their media time multitasking, which makes it harder for them to concentrate on a single task, and makes it much tougher for you to grab their attention. Teens prefer byte-sized. With so much multitasking going on, it’s best to keep your message short if you really want to nab teens’ attention, and that’s especially true if you’re delivering it to them online or on cell phones. Teens expect content on demand. Today’s kids are used to getting what they want, when they want it—delivered, of course, on their favorite devices. Teens want to participate. Young adults are totally hooked on social media because it offers them instant feedback. Doritos, and other well-known brands invite consumers to create commercials; publishers offer teens a chance to design book covers. Kids want to have a say— and even some ownership—in the products and content they use. The more opportunities they have to personalize these things, the more engaged they’ll be.
Celebrating aging is a hot trend that should not be ignored. As Baby Boomers approach retirement years, they are not only celebrating the freedom of not having to report to work every day, but also celebrating aging and the many benefits that go along with it.
As one would expect with a young, married military force there are many military children. Over 44 percent of the active duty force have children, translating to more than 1.25 million children between the ages of birth and 23 years. 42.3% -under the age of 5yrs, 30.7% - between 6 and 11yrs 22.8% - 12-18 yrs 4.2% - 19-23yrs
Source: DMDC Military Family File (September 2010)
What would the benefits to aging be? Discretionary income, freedom to travel and participate in sports like golf, bowling and tennis, eating out more and other assortment of entertainment. Smart companies are recognizing that this particular market can be quite profitable, especially if you target the segment in your advertising. Fort Leonard Wood has over 22,000 retirees and 33,000 family members of retirees in the local area. What are you doing to engage this target audience?
WIN 59 – Find the hidden Easter Egg in the Newsletter. Email the answer and be entered into a drawing for a 59 minute card! firstname.lastname@example.org Last month’s winners: LoraLee Neubeck & Maureen White Answer: Nutter Field House
Source: School Library Journal
KEY DATES Marketing:
Upcoming Events / Spread the Word!
•July Marketing Requests
For a link to ALL MWR Flyers and Events click here
are due by May 1.
• April MONTH OF THE MILTARY CHILD (MOMC) ~ Link to Flyer During April, the Month of the Military Child, we applaud their character and maturity, and we acknowledge that kids serve too. Military children continually amaze us as they rise to the challenges of military life. It’s a life of frequent moves, changing schools, leaving friends and making new friends. Family & MWR offers a variety of specials and activities for our Military children, check online at www.fortleonardwoodmwr.com for MOMC activities.
~ Park & Rec Month ~ 4 Jul – Independence Day • Aug Marketing Requests
are due by Jun 1. ~ National Golf Month
• April 2 – 27 YOUTH BASEBALL/SOFTBALL & T-BALL REGISTRATION ~ Link to Flyer CYS Services, Youth Sports and Fitness Baseball/Softball and T-ball program begins May 7. Cost is $45 per participant, includes uniform and trophy (15% discount for second child for eligible families). Youth must have a current physical, good through the end of the season, turned in with registration. Child must be registered with the CYS Services. Registration will take place at the Parent Central Services office located inside Bldg. 470, Rm. 1126, office hours are 7:30 am – 4:30 pm. Practice begins May 7 / Season runs from May 7 – June 30. For more information call 596-0238.
~ Family Fun Month •To capitalize on our
Marketing efforts, Marketing Requests are DUE a MINIMUM of 45 days out! Getting the request at 45 days or EARLIER ensures that the Marketing Office can
meet all our advertising deadlines to maximize exposure of your event, program or facility. •Requests will be accepted at
anytime however you may miss out on many advertising avenues.
• April 13 OPERATION MAGIC ~ Link to Flyer Family and MWR present “Operation Magic” featuring “The Bornstein Experiment” and comedian David Beck. The show opens at 7:30 pm in the Pershing Community Center with David Beck ( Bob & Tom Show, Comedy Network). “The Bornstein Experiment” features Jeff and Kimberly Bornstein, a HILARIOUS husband and wife mind reading duo. You will be BAFFLED and AMAZED! Ticket costs are $5 in advance and $10 the day of. Pershing Community Center, Bldg 4109 Piney Hills Dr. For more information call 596-6913. • April 21 FREE YOUTH FISHING TOURNAMENT ~ Link to Flyer The Lake of the Ozarks Recreation Area (LORA) will be hosting a FREE Youth Fishing Tournament starting at 7:00 am (or first safelight), weigh-in is at 2:00 pm. Prizes will be given for total weight and largest fish. Youth must be accompanied by an adult, no specific fish required, must be live at weigh in. LORA is located 50 miles NW of Fort Leonard Wood on McCubbins Drive off a Route A. For more information call 573-346-5673.
WEB HITS – MARCH 2012 FORTLEONARDWOODMWR.COM TOTAL HITS: 765,702 AVG HITS PER DAY: 24,700 AVG PAGES VISITED PER DAY: 1034 FILES DOWNLOADED: 669,560 TOTAL PAGES VISITED: 32,059
TOP 10 PAGES VISITED
EZINE DOWNLOADS: 179 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
PHOTO GALLERY VISITS: 1,628
MWR SOCIAL MEDIA VISITED FROM MWR WEB FACEBOOK: 15,278
MWR Home Page LORA Outdoor Adventure Sports & Fitness Flyers/Events ITR MWR Calendar ACS Piney Valley Golf CYSS
Check your web sites, patrons are lurking!
SPONSORSHIP KEY DATES Sponsorship: Be sure to get your Sponsorship requests in as early as possible
Jan 9, 2012
Feb 1, 2012
Mar 1, 2012
Apr 2, 2012
May 1, 2012
Jun 1, 2012
Jun 29, 2012
Reminder: Sponsorship is a benefit to both the sponsor and the program receiving sponsorship. Sponsorship is
not a guarantee – but will be sought if all requirements are met.
SPONSORSHIP FINANCIALS AT A GLANCE YEAR TO DATE
NOTE: Amounts reflected in the chart at the left are not indicative that funds have
been deposited. If they have been deposited and it’s prior to the month of the event, funds are held in GLAC 267. The funds will show on your income statement in the month of your event as “Sponsorship Income,” GLAC 553.
Shereece Spain Sponsorship Manager BC LIB
(573) 596-0147 email@example.com
SPONSORSHIP EVENTS & PROGRAM OVERVIEW
SYNOPSIS As of 2 April 2012
Missouri Eagle and Lebanon I44 Speedway •Events/Programs Discussed: MWR event to be determined. Discussed their sponsorship of one of our events in return for an FMWR night in conjunction with Military Appreciation Night. •Contract Status: Pending •Payment Status: N/A
USAA •Events/Programs Discussed: 4th of July, Tree Lighting Celebration, Oktoberfest, Pumpkin Fest. •Contract Status: Pending •Payment Status: Pending
Fiat St Louis: •Events/Programs Discussed: Follow up discussion, no events chosen to date. •Contract Status: Pending •Payment Status: Pending.
Shereece Spain Sponsorship Manager (573) 596-0147 firstname.lastname@example.org
As of 3/2/12
CATCH US AT OUR BEST
FMWR – MARCH 2012 AWARD CEREMONY Professional Development
Dream Team Award
Employee of the Quarter Pala Johnson SSD
Jane Weixelbaum Conny Obermuller Lori Blue CRD, ITR / World Class Travel
Unsung Hero Award
Unsung Hero Award Chloe Williams CRD, Rec Plex
Donna Quipp Cassie Westfall BOD, Bowling Center
The IMCOM Academy www.imcomacademy.com Featured course Professional Development Program (PDP)
Penny Saver Award
Unsung Hero Award Gary Hammock Nathan Hammock Andrew Brownlow Randy Rodgers SSD, Maintenance
LoraLee Neubeck CRD, Special Events
Remarkable Leader Award
Remarkable Leader Award Megan O’Donoghue SSD, Marketing
The Professional Development Program provides web-based tools to assist supervisors in managing and guiding their staff and each member of the Family and MWR workforce in planning for a successful career. It allows supervisors and staff to see learning and development paths for building careers. It allows employees to auto-populate Individual Development Plans (IDPs) on the standardized IMCOM IDP Form. Available on the IMCOM Academy web site.
Blanche McCarthy SSD, Financial Management