ffr support services connections

FFR Support Services Connections

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Welcome to Marketing 101

for New Managers!

FFR Support Services Connections: Sharing Best Practices

Marketing 101 for New Managers

General overview of marketing for new managers. Discussion on how your base

marketing teams can help you enhance your programs and business.

Your Presenters

Mary Dorsey• Head, Marketing and Multimedia

Development• [email protected]• 202-433-3444/DSN 288

Steve Buckley• Marketing/Writer/Editor/Social Media• [email protected]• 901-874-6593/DSN 882

What We Will Cover Today

This session will provide you with:• An explanation of what marketing is and what it

involves• An understanding of who can help you with your

marketing and everyone’s roles and responsibilities

• Marketing plan basics, including defining your customer, competition, SWOT, and goals

• How to get started working with your N9/MWR Marketing Team

Getting to Know You

• Tell us who are you and what program you represent.

• How long have you been with FFR?• Do you have an N9/MWR Marketing

Department at your base?• Do you know who your Marketing POC is?

What is Marketing?

First, What It Isn’t:– It’s not distributing fliers or posting notices in

the base paper.– It’s not advertising.– It’s not sales, although sales are always a

part of marketing.– It’s not promotion.– It’s not price.– It’s not product or service.

So, Then What Is It?

Marketing is understanding

who your customers are and

their needs and wants,

and then satisfying those needs and

wants

more effectively and efficiently

than your competitors.

What Marketing Involves

Marketing Involves:• Identifying customer needs and wants• Enhancing or developing products or services

designed to meet those needs and wants• Pricing those products to maximize customer

appeal while meeting business needs• Promoting those products• Consummating the sale (this should be easy if

everything else is done properly)

Who Can Help You?

Depending on your region, you probably have an N9 or MWR Marketing Department to help you.• They need you to help them help you!• Key/critical ingredients include:

– Timeliness– Accuracy of information– Appeal to the customer– Knowing your audience– Having a message and delivering it effectively

N9/MWR Marketing Professionals• Assist you with developing marketing plans• Assist you with advertising and promotion• Develop graphics and promotional materials • Provide marketing materials containing information

about installation/region-wide events and services.• Write news articles, manage social media, maintain

websites, conduct MWR commercial sponsorship activities, and much more!

• If you haven’t met your Marketing Team – do so!

Roles and Responsibilities

Base PAO Officer• The official spokesperson for the Navy and your

base• Oversees ALL public facing information, including

social media, websites, and information sent to the media

• N9/MWR Marketing has a working relationship with PAOs and will help you get approval, when needed

• PAO can help you tell your story, in cooperation with your N9/MWR Marketing Team.


You, the Program or Activity Manager Help your N9/MWR Marketing Team help you by:• Identifying your customer needs• Monitoring your industry trends• Offering great programs/events• Developing an annual calendar • Developing a marketing plan• Train your staff on cross promoting/selling programs• Providing excellent customer service in a clean,

inviting atmosphere


The Marketing Plan

The key to marketing is developing a goodMarketing Plan, which includes:

– Details about your program/mission/products;– Who your customers are;– Who your competition is;– SWOT;– Goals and objectives; and– Time-related details for executing the plan.

Market Research

Understanding who your customers are and their needs and wants begins with market research.

Qualitative– Focus groups– One-on-one interviews– Mystery shopping

Quantitative– Mail, email or Web-based surveys– Telephone surveys– Site surveys

So, Who Are Your Customers?

Some programs have a clearly-defined customer base, while others may be a combination of our authorized patrons.

Who do you think your customers are?Do you have a specific customer base?

How will you find out?It’s ok to ask them

Ask for Feedback

Marketing is a battle of perceptions. You have to talk to your customers. Ask them:

• How did you hear of us?• What do you like and dislike?• Will you be back?• Will you tell a friend?• What can we do better?

Ask your N9/MWR Marketing Team for help with customer surveys.

How Do You Look to the Customer?

What’s the atmosphere or ambiance of your facility?

Is it Clean? Interesting? Welcoming? Drab?Uninviting? Hazardous? Do your employees present well?

Remember: It’s the total experience you deliver that matters. Appearance counts!

What About Your Competition?

Don’t be afraid to shop your competition!• Visit their location• Talk to their staff about what they offer• Get their price lists• Get their brochures• Get a feel for how their customers are reacting• Check out sites like Yelp for reviews – you might

also find your facility on there!

SWOT = Strengths, Weaknesses,Opportunities, and Threats

Four Key AreasStrengths: What do you do well? Service? Price?

Convenience? Uniqueness of programming?Weaknesses: What are your weaknesses? Staff turnover?

Location? Price? Outdated equipment?Opportunities: What is unique about your business/product?What should you capitalize on?Threats: What about your competition or threats? Funding?

Staffing? Regulations? Base access?

These may change over time, but it’s good to know how they pertain to your program.

Examples of Marketing Plan Goals

• To increase participation in outdoor recreation activities/classes by 10% in FY15

• To increase participation in the FFSC Military Saves activities by 20%

• To increase enrollment in the CDC’s 3 to 6-year-old classrooms by 15% in FY15

• Drive awareness of SAPR by partnering with Fitness and holding a run with at least 300 people

How to Start Marketing!

1. Contact your N9/MWR Marketing Team. They are the marketing subject-matter experts!

2. Answer who (audience), what (description), where (location), when (date/time), and how much (cost)

3. Know why your program or product is special and be able to describe it

4. Understand the marketing channels that are best for your program

5. Plan ahead – at least three to four months!

Use Integrated Marketing

All employees – from the cashiers to the cleaning crew to senior management – are marketing representatives responsible for promoting your products and services. Ensure your employees know and understand that marketing is a team effort!

Good Integrated Marketing vs.

Poor Integrated Marketing

The Message• If you’re just “pushing” what you have vice promoting what

your customers really want, then the marketplace will tune you out!

• Focus on the one thing that will most likely connect with customers and prompt them to take action. Most people try to communicate too many things.

• Construct the message in the most compelling way possible.– Lead with benefits, not features.– Use graphics, not just words, to get the message across.

• Five Ws and an H: who/what/where/when/why and how?• Let the marketing professionals from your N9/MWR Marketing

Team help you craft the right message for your program or service.

The Marketing Mix

• Newspaper ads and articles• Printed materials (fliers, brochures, info cards, etc.)• Outdoor signage (electronic and banners)• Digital signage and theater slides• Social media• Word of mouth• Newsletters (printed and electronic)• Publications• Website and much more• Your entire team of FFR professionals!

Tried and True Ideas for Promotion

• Ship deck fairs• Commissary/NEX tables• Tables in other N9 facilities• In-room books (NGIS)• Open houses• Ombudsman/FRG mtgs• All-N9 fairs to cross

promote events/activities• Create irresistible offers• Table tents in MWR

restaurants

• Partner with other N9 programs for fun runs, kid’s deployment camps (CYP/FFSC), healthy eating demos (FB&E and Fitness)

• Tell a story through feature articles

• Don’t be afraid to work with other N9 programs

• What else can you think of? What’s worked for you in the past?

More Helpful Hints!

• Develop an annual calendar of promotions and events.

• Take one hour per week to plan events and promotions at least four months out.

• Involve your staff and marketing rep in planning.• Visit your off-base competition to see what

they’re doing.• Develop a strong network of supporters on your

base (other organizations within & out of N9)

What questions do you have?

NAF Atsugi Marketing has shared their blank marketing plan template and a sample for their fictional “Bob’s Bento Restaurant.” You can download the files at www.navymwr.org/resources/marketing/marketing_101/.

Questions and Answers

Tell Us About Your Experience Today

Survey Link:https://www.surveymonkey.com/s/19june14

And a special THANK YOU toNancy Walker, CNRSW Marketing, and Dana Prather, NAF Atsugi,

for their contributions to this training! They both offer Marketing 101 classes at their bases … WAY TO GO!


Thank you for joining us today!For more information, contact

Mary Dorsey• [email protected]• 202-433-3444/DSN 288

Steve Buckley• [email protected]• 901-874-6593/DSN 882


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