“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

“Bring Your Courage” 2

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


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


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



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



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


Your Marketing Partner


Marketing’s Rolein Services

Partnership is the Key

Include your Marketing Partner/Director in Planning Meetings/Staff Meetings/Flight Meetings


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)



Make Flyers?

Change Marquee Letters?

Take Pictures?

Do PowerPoint Slides for Commander?

Not even close!



Develop, Implement & Analyze Market Research Corporate PRISM Customer Feedback Local Surveys

Develop Marketing Goals, Objectives and Strategies

Make Marketing a Key Team Partner



Advise Managers on Marketing and Promotional Strategies

Identify Target Markets

Determine Effective Ways of Reaching Those Markets



•Determine Effectiveness of Current Initiatives

•Measurements/Goals

•People, Participation

•Dollars, Register Rings



Plan and Implement Marketing, Promotional and Publicity Campaigns for Flight- and Squadron-wide Events



Coordinate Implementation of Marketing Plans

Obtain Sponsorship to Support Events

Utilize Advertising Program to Off-set Costs of publishing


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


AF Corporate PRISM


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


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


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


AF Customer Feedback


Customer Feedback

BenefitsAssess satisfactionPrioritize problem areasDevelop marketing strategies

Baseline for comparison of previous years’ data


Customer Feedback

Annual measurement of customer satisfaction

Analysis tool for managers


Customer Feedback

Measurement VariablesCustomer ServiceFacilitiesEquipmentValueOverall Activity Rating


Customer Feedback

Overall Services Grade

Satisfaction/Importance Attributes

Demographics


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


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


Local Surveys

Provide Customer Satisfaction Reviews

Program Specific Feedback

Targeted Concern Feedback


Local Surveys

Interactive Customer Evaluation (ICE)FREE Web-based electronic comment

card [email protected]

Opinion Meters

Comment Cards Paper Web


CommercialSponsorship



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


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


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


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


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


Private Organizations

Help in the Education Process Topic for Annual Letter to PO’s Monitor Fund Raising Activities Private Organization AFI 34-223


Advertising Program

AFMAN 34-416

Authorizes Advertising for “Open to Public” Events in Civilian Media


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


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


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


USAFE Services Programs/Promotions


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


AFSVA Programs/PromotionsHighlights

Football Frenzy

AF Club Membership Drive

Tops In Blue

Stars and Strikes Bowling Promotion


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.


Air Force 2004Quality of Customer Service

Customer Feedback Survey Results


Aviano


Croughton


Fairford


Incirlik


Izmir


Lakenheath


Mildenhall


Molesworth


Moron


Lajes


Ramstein


Rhein Main


Sembach


Spangdahlem


Stavanger


Quality of Facility


Aviano


Croughton


Fairford


Incirlik


Izmir


Lakenheath


Mildenhall


Molesworth


Moron


Lajes


Ramstein


Rhein Main


Sembach


Spangdahlem


Stavanger


Quality of Equipment


Aviano


Croughton


Fairford


Incirlik


Izmir


Lakenheath


Mildenhall


Molesworth


Moron


Lajes


Ramstein


Rhein Main


Sembach


Spangdahlem


Stavanger


Value for Price Paid


Aviano


Croughton


Fairford


Incirlik


Izmir


Lakenheath


Mildenhall


Molesworth


Moron


Lajes


Ramstein


Rhein Main


Sembach


Spangdahlem


Stavanger


Overall Assessment


Aviano


Croughton


Fairford


Incirlik


Izmir


Lakenheath


Mildenhall


Molesworth


Moron


Lajes


Ramstein


Rhein Main


Sembach


Spangdahlem


Stavanger


Satisfaction


Aviano


Croughton


Fairford


Incirlik


Izmir


Lakenheath


Mildenhall


Molesworth


Moron


Lajes


Ramstein


Rhein Main


Sembach


Spangdahlem


Stavanger


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“Bring Your Courage” Headquarters U.S. Air Forces in Europe 1 Marketing and Commercial...

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