Welcome AMC Marketing Professionals

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Welcome AMC Marketing Professionals!

• Air Mobility Command
• Marketing
• Commercial Sponsorship
• Conference
• McConnell AFB, KS
• 29 April 1 May, 2003

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When You Cant See The Forest Because Youre Too
Busy Looking At The Trees Odds Are You
Completely Overlooked The Alligators!
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Conference Tasker

• Emerald City offers many unique opportunities.
  Your marketing firm has been hired to enhance
  customer perception and increase traffic flow.
• Three groups will be formed. Each group will be
  responsible for presenting a table-top briefing
  to the newly formed Emerald City Board of
  Directors.
• Your plan must
• Include a course of action
• Be realistic (consider resources, mission etc.)
• Provide a roadmap to success

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When you dont use all the piecesyou
never really get The Big Picture! Do you lead
or wait to be led? If you wait long enough you
will always be told Where You Can Go!
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UnderstandingThe Big Picture

• The Role of Marketing in Services
• Partnership Leadership
• Partner With Activities
• Keep The Focus On The Big Picture
• Fire Fighter, Flyer Factory, Go-Fer
• And never forget.other duties as assigned!

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Rate Your OwnEffectiveness!

• Answer YES or NO to the following
• Do you have an effective Marketing Plan in
  usewas it developed jointly?
• Do you feel empowered in your position?
• Do you/staff walk through the various facilities
  at least one a month?

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Rate Your OwnEffectiveness!

• 4. Is your management style more proactive than
  reactive ?
• 5. Do you define parameters and allow your
  employees some creative license?
• 6. Do you provide periodic feedback sessions to
  your employees and document the good bad in
  their personnel files?
• 7. Do you provide in-house training as part of
  employee development?

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Rate Your OwnEffectiveness!

• 8. Have you developed a style, an approved look
  and feel for your organizationare steps taken to
  ensure it is maintained?
• 9. Do you actively cross-market activities?
• 10. Are you proud to sign your name to the work
  you do?

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Rate Your OwnEffectiveness!

• Count your number of YES answers
• 9-10 correct Totally Awesome Share!
• 6-8 correct Doing Good Things For People
• 4-5 correct Doing Things
• Less Than 4 correct What Are You Doing?

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10 THINGS.That Will Make A Difference!

• See Through Customer Eyes
• Listen With Customer Ears
• Style Up Develop A Consistent Look
• Get In There Visit Facilities/Look Listen
• Step Outside Get Out Of Your Advertising Rut

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10 THINGS.That Will Make A Difference!

• 6. Picture This! It Really Is Worth 1,000
  Words
• 7. In Your Face displays in high traffic
  areas
• 8. Put It On The Calendar Big board
• 9. Accounting Develop pride in ownership
• 10. Communication - Feedback Sessions,
  Appraisals, Expectations, Warm Fuzzies!

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3 Steps To A Successful
Marketing Plan

• STEP 1 A prioritized list of achievable goals
• Recommend no more than two to five per
  facility/activity
• Goals must be obtainable, realistic and
  measurable
• EXAMPLE Increase snack bar sales by 2
• Activity Managers establish goals
• Marketing is an active partner
• It must be a TEAM EFFORT!

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3 Steps To A Successful
Marketing Plan

• STEP 2 Develop a course of action
• How do you intend to get there
• What steps are necessary to achieve this goal
• EXAMPLE
• Develop specially priced Daily Specialscreate a
  sense of value
• Once each month for first three months,
  conduct sample tastings at various facilities (HQ
  building, personnel center etc.)

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3 Steps To A Successful
Marketing Plan

• EXAMPLE (continued)
• Point of sale displays and a weekday special
• dangler placed at beginning of serving
• line/order area
• Print testimonials in base paper/Services
• insert/specially prepared flyers/mini-posters
• featuring comments from key base personnel

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3 Steps To A Successful
Marketing Plan

• STEP 3 Establish a timeline and measurement
  scale to track progress adjust as required
• EXAMPLE
• Conduct a quarterly review of financial
  statement and daily business worksheets.
  Allowing for initial promotional efforts, sales
  trend should show modest improvement after first
  30-45 days. If at 2nd Qtr review, a sales
  increase has not been established, review current
  course of action and adjust

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Ingredients for Success

• Activity Managers are in the best position to
  determine realistic goals
•    Step One of the marketing plan must be
  initially developed by the appropriate activity
  manager and then worked jointly with marketing
• It is ASSUMED that activity managers know their
  operations and have considered basic SWOT
  (Strengths/ Weaknesses/ Opportunities/ Threats)
  philosophy in the development of prioritized goals

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Ingredients for Success

• If not, activity managers should consult base
  marketing manager regarding PRISM, Customer
  Feedback Assessments and other locally developed
  surveys to better determine proper positioning
• Other factors to be considered when developing a
  marketing plan include mission requirements,
  financial indicators, budgeting constraints and
  staffing
• Assuming youve done your homework and have
  considered all of these factors, its time to set
  your goals

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Ingredients for Success

•   Baby Steps In the past, marketing plans tended
  to be merely a laundry list of Wanna Do items.
  Equally as bad is an overwhelming list that
  usually means some effort may be put towards some
  things, but most will simply be moved to next
  years list. There is a better wayBaby Steps
• Select no more than 2 to 5 focus areas and
  prioritize them
• Set realistic and obtainable goals for each

If you can make 2 to 5 real improvements each
yearin each Activity CenterAWESOME!
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Ingredients for Success

• Team Effort Activity Managers should work with
  staff and the marketing department to develop a
  strategy for achieving goals. All too often
  existing staff members are not included in
  brainstorming including them gives them a sense
  of worth and ownership with the program

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Ingredients for Success

• Marketing Activity Manager
•      For each goal you should have a clear
  course of action and a method to measure your
  progress
•    Outline various elements to be used in
  achieving each goal. Ensure they can be
  accomplished (consider availability of funding,
  staffing and other required resources)
• Plot your course. On a 12-month map, indicate
  your projected status at the 3, 6, 9 and 12-month
  point FOLLOW UP!

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Ingredients for Success

• Circle The Wagons At the root of success is the
  buy-in and support from Services leadership. A
  quarterly meeting in which activity managers
  brief their progress is very beneficial. This
  meeting helps ensure all involved maintain focus
  and have opportunity to adjust quarterly if
  necessary
•  
• Simply stated, PLANNING is everything. If every
  activity can show improvement in 2 to 5 areas
  each yearsuccess will take care of itself.

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Get ready to go BOWLISTIC! Coming September 2003
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Coming In Early 2004
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COMMERCIAL SPONSORSHIP
Making The Bucks Stop Here
YOUR MISSION

• Do Not Leave McConnell
• With
• Questions!

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COMMERCIAL SPONSORSHIP Making The Bucks Stop Here

• Trying to get sponsorship? Consider
• Not ALL programs warrant your efforts
• Those that do, deserve your best!
• Are the activity managers/reps SponsorSmart?
• If not, DO NOT PASS GO
• Give yourself the best chance to succeed
• A 100 sponsor expects the same treatment as a
  1,000 sponsor

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COMMERCIAL SPONSORSHIP Making The Bucks Stop Here

• more suggestions to consider
• If there is not someone from the receiving
  activity involvedFIX THAT FIRST!
• Do you use a Coord-Sheet?
• Do you know how to send a proposal?
• When You send a proposal, does it require
  follow-up to answer additional questions?

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COMMERCIAL SPONSORSHIP Making The Bucks Stop Here

• How do you
• Advertise In Lodging Create a SERVICES
  awareness program. The benefit must be to the
  squadron
• Get Insurance For Sponsored Events We dontour
  sponsors do!
• Cover Expenses HQ AMC/SVP has a sample OIit
  helps!

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COMMERCIAL SPONSORSHIP Making The Bucks Stop Here

• How do you
• Create a good After-Action report Be sure it
  includes meat potatoes. Your sponsor has to
  justify their participation too!
• Insure a more successful sponsorship Train a
  facility/program staff member, utilize a
  coord-sheet and take pictures!
• Take SMART Pictures Remember who your sponsor
  isand look at what is in the background.

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Pre-ATWIND Message for www.atwind.com
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LARGE POSTER
Table-Tent
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TWO-SIDED MINI-POSTER
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5 Day ForecastFRISATSUNMONTUE
CloudyHigh61Low46 Partly CloudyHigh74Low58
Partly CloudyHigh74Low58 Scattered
ThunderstormsHigh66Low56 Partly
CloudyHigh79Low57
GAME PIECE
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WALLET CARD
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ATWIND Gift Certificates

• Certificates Expire 31 May, 2004
• Good Only In SERVICES Facilities
• Valid Only In AMC AFSPC

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LAUNCH KIT ENVELOPE
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SAMPLE WEB PAGE - DRAFT
Sponsor Logos Here
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SAMPLE WEB PAGE - DRAFT
SPONSOR LOGOS HERE
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Changes for 2003

• Reduction in MAJCOM Sponsorship
• No Cars (Scott AFB obtained 1 in local
  sponsorship)
• Focus On Vacations CASH, CASH, CASH Prizes!
• Increase in ATWINNER Prizes more than ever!
• Guaranteed Monthly Winners for Each Base!
• June 1,000
• July Pair of Round-Trip Airline Tickets

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Changes for 2003

• Increased total number of game pieces needed
  (from 17 to 19)
• Destinations 1 and 2 each require an additional
  game piece
• Base Race Increase your participation.
• Two plays still qualify for Base Race
• Banners will not be provided by MAJCOM

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Changes for 2003

• Coca-Cola No receipt redemption
• No additional signage provided
• Prize filter has been added. There is a Two
  ATWINNER prize limit
• All players remain eligible for monthly/grand
  prize drawings
• Less than 16 had multiple wins

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Changes for 2003

• Increased CAT-C ATWIND opportunities
• All Cat-C facilities can establish TWO DAYS!
• Try to avoid competing with ourselvesPLAN
• TYSON has narrowed their product offering. Plan
  aheadadditional prep/storage may be
  requiredplan ahead

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Changes for 2003

• Services Know-Knows replace Military Trivia
  Quiz
• Six questions
• New Questions Each Month
• All answers are YES or KNOW
• Receive 1,100 miles credit for completing

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Changes for 2003

• Check the Master Events List there are several
  additionsmost outside Services
• Education Services
• Family Support Center
• HAWC
• Med Group
• Locations / method for game piece redemption is
  local decision keep control
• Consider ATWIND VOUCHERS for some locations

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Changes for 2003

• Promotional T-shirts
• 24 provided to each AMC installation
• 9 bases ordered additional shirts (over 1,300)
• HQ AMC/SVP will ship on 19/20 May

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Questions?
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• When In Doubt, Check It Out!
• Contact Your AMC Marketing Office
• ______________
• Sam Parker
• [phone] DSN-779
• Sam.Parker_at_scott.af.mil