itr branson

MWR Philosophy: 

MWR Philosophy Soldiers are entitled to the same quality of life as is afforded the society they are pledged to defend. The essence of the MWR mission is to foster and support improved productivity, mental and physical fitness, individual growth, positive values, and family well-being.

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.-The American Marketing Association: 

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. -The American Marketing Association

Are you responsible for marketing?…: 

Are you responsible for marketing?… Though the marketing department might handle direct communication with customers, all departments share responsibility for orienting their activities around the customer …YES!!!

Promotion is marketing communication between buyers and sellers designed to inform, persuade and remind consumers to respond to a product or service.: 

Promotion is marketing communication between buyers and sellers designed to inform, persuade and remind consumers to respond to a product or service.

“MWR is for all of your life”: 

“MWR is for all of your life” http://www.armymwr.com/corporate/operations/planning/marketing/mwrcampaign.asp

MWR – Here When You Need Us: 

MWR – Here When You Need Us http://www.armymwr.com/corporate/operations/planning/marketing/mwrcampaign.asp

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Marketing experts estimate that the average consumer is exposed to 1,500 advertisements each day, and, as a result, is immune to most of those messages. However, studies show that people will listen to and act on recommendations made by their friends, family and work associates. [Key Findings – Winter 2000/2001] .

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It all starts with identifying your target markets, then you can position your extraordinary products and services to appeal to them.

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Before You Market Anything Which customers …. …..want what products/services …. …..through which channels? OR… Who? What? Where? When?

Total Active Duty/Civilian Strength(total numbers): 

Total Active Duty/Civilian Strength (total numbers) Sources: Active Duty Mil Strength Report Dec 01; Coast Guard Personnel Stats Oct 01; Civ Personnel Reports Apr 01 Officers – 217,032 Enlisted – 1,155,139 Cadets/Midshipmen – 12.641 Civilians – 668,723

Target Markets: 

Target Markets  The Total Reserve Component Strength for all services equals 47% of the total military force and consists of the Selected Reserve (troop program units and individual mobilization augmentees) at a strength of 873,207 and the Individual Ready Reserve at a strength of 378,245 upon whom the President can call when needed. They are located throughout the states and territories in 53,799 structures at 4,922 locations (handout of by-state numbers).

Target Markets: 

Target Markets Check out http://www.arng.army.mil/tools/Unit.asp for National Guard units by state

Total StrengthGender/Minority %: 

Total Strength Gender/Minority % Source: FYOO Army Demographics, HQ, DA, ODCSPER and http://www.arng.army.mil/tools/Unit.asp Officers – 14% Female and 18% Minority Enlisted – 15% Female and 38% Minority Guard – 11% Female and 26.5% Minority Reserve – 25% Female and 41% Minority

Changes in Minority Populations: 

Changes in Minority Populations According to 2000 census figures, the nation’s Hispanic population grew by 58% and the Asian population grew by 48% from a decade ago, with children younger than 18 making up much of the growth. Almost one in three Americans is a member of a minority, compared with one in five in 1980, with minority defined as anyone not a non-Hispanic white. The nation’s Hispanic population is roughly equal to the slower-growing black population as the largest minority (13% for both). Thirty-five percent of Latinos are younger than 18, compared with 24% of non-Latinos. By permitting people to choose an array of racial identities, the 2000 Census presents a matrix of 63 racial categories, compared with five a decade ago. [New York Times, March 13, 2001]

Population Estimates 2000-2020(% age 17-19): 

Population Estimates 2000-2020 (% age 17-19) Source: U.S. Census Bureau White – 67% in 2000, 57% in 2020 Black – 14% in 2000, 14% in 2020 Hispanic – 14% in 2000, 23% in 2020 Other – 5% in 2000, 7% in 2020

Active Duty Age Groups(all Services): 

Active Duty Age Groups (all Services) Source: http://www.arng.army.mil/tools/Unit.asp Age 17-20 – 14% Age 21-24 – 24% Age 25-29 – 21% Age 30-39 – 31% Age 40-49 – 9% Age 50 + - 1%

Dependents: 

Dependents Source: http://www.arng.army.mil/tools/Unit.asp Spouses – 764,673 Children – 1,174,132 Parent/Other – 10,542

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Retirees By 2030, 20% of the U.S. population, or 70 million people, will be over 65 years of age. [American Demographics, November 2000] There are 1,462,448 retirees from all services.

Travel Facts - General: 

Travel Facts - General Americans will take 144.5 million pleasure person-trips during March, April and May 2002, a decrease of 4% over last spring. [Travel Industry of America’s Spring 2002 Travelometer] 43% of travelers start to plan their vacation within a month of departure. [Travel Industry Association/Fitness, July 2001] Moderately priced hotels are the most popular form of accommodation (chosen by 52% of leisure travelers), 37% stay with family/friends, 16% at campsites, 14% at budget hotels, 14% at upscale hotels, 11% at all-inclusive resorts and 8% at bed and breakfasts. Summer leisure travel peaks in July with 44% of travelers on the road, followed by 35% in August, 29% in June, 20% in September and 19% in May. [Research Alert, June 1, 2001]

Travel Facts - General: 

Travel Facts - General Multiple, shorter vacations spread throughout the year will continue to replace the traditional two-week vacation. [50 Trends Now Changing the World/2001 World Future Society] Outbound U.S. travel to foreign destinations increased 5.8% to 60.8 million in 2000; the top destination for U.S. residents traveling abroad was Mexico, with 18.8 million travelers. More than 9 in 10 foreign visitors to Canada (91%) arrive from the U.S., while 87% of Canadians traveling abroad have the U.S. as their destination. [Research Alert, April 5, 2002]

Travel Facts - General: 

Travel Facts - General IpsosReid asked 1,000 adults where they would spend an unexpected $1,000 handout. The greatest share of the bonus would go to home improvement (36%), followed by vacation or leisure travel (24%), clothing (15%), home entertainment or electronic products (15%), and local entertainment (10%). [American Demographics, January 2002] About 29.1 million Americans (14%) traveled with a pet on a trip of 50 miles or more, one way, away from home in the past 3 years; 78% traveled with a dog; 15% with a cat, 2% with a bird and 3% with either a ferret, rabbit or fish. [Travel Industry Association of America/Research Alert, August 17, 2001]

Travel Facts - Expenditures: 

Travel Facts - Expenditures The average domestic airfare for business travelers in 2000 was $510; a hotel room cost $128 per night and car rentals were $43 per day. [Runzheimer Institute/Research Alert, May 18, 2001] The cost of an extended vacation (average length eight days) averages $2,173 per household, including airfare, accommodations, sightseeing, meals and souvenirs. [Research Alert, June 1, 2001]

Travel Facts - Online: 

Travel Facts - Online Of the 21 million people who bought travel online in 2000, seven million now buy travel exclusively online. [Research Alert, January 19, 2001] TRAVELER Magazine picks the must-bookmark websites for bargains, travel tools, health bulletins, and adventure trips. All-purpose travel websites include www.travelocity.com and www.expedia.com; for travel health go to The Centers for Disease Control and Prevention - www.cdc.gov/travel; the oldest map site is still one of the best - www.mapquest.com; of course, the Weather Channel - www.weather.com; www.biztravel.com offers full refunds for flights cancelled or more than two hours late; great outdoor recreation pages – www.gorp.com; www.smarterliving.com offers travelers an easy way to find Internet-only travel deals; www.oanda.com offers travelers a simple way to check exchange rates; for the best hotel deals on the web – www.hoteldiscounts.com; and www.travlang.com is the best site for free language lessons. [National Geographic Traveler, Nov/Dec 2000]

Travel Facts - Online: 

Travel Facts - Online In 2000, more than 59 million people used the Internet to gather information about destinations or to check prices and schedules – an increase of 359% over the past 3 years. 25 million bought travel products or services – a 384% growth from 1997. A third of online travel buyers go online within two weeks of their planned vacation to buy tickets and make reservations. People who frequently book travel over the Internet spend an average of $3,200. Half of online travel planners are between ages 35 and 54, most have college degrees and annual incomes of $50,000 or more. An equal amount of men and women shop online for travel. E-travel consumers report the best Web sites are those that facilitate price comparisons, highlight bargains, offer up-to-date information, provide a wide variety of travel options, supply easy-to-find destination information, and search for discounts even when the shopper is offline and send that information via e-mail. [Trend Letter, May 21, 2001] Airline tickets are the travel item most often purchased online (84%), followed by lodging (78%), rental cars (59%), tickets for museums, festivals and sports events (33%), amusement park admissions (18%), travel packages (17%) and cruises (8%). [Travel Industry Association of America/Research Alert, June 15, 2001]

Travel Facts - Online: 

Travel Facts - Online Tourism will benefit as Internet video replaces printed brochures in promoting vacation destinations. Web sites cover not only popular attractions, but also current, detailed information on accommodations, climate, culture, currency, language, immunization and passport requirements. [50 Trends Now Changing the World/2001 World Future Society]

Travel Facts – Business Travelers: 

Travel Facts – Business Travelers Most business travelers (90%) combine business with pleasure at least once a year, by visiting relatives, taking along a spouse, other family member or friend, or extending the length of the trip. Close to half (43%) do so 2-4 times a year and 20% more than four times. Nearly two thirds (64%) make travel arrangements that gain them frequent flyer miles, even if the arrangements cost more. Another 28% do so only if the cost is the same. Just 8% pay no attention to frequent flyer miles. [Research Alert, October 5, 2001]

Travel Facts – Mature Travelers: 

Travel Facts – Mature Travelers Mature travelers (aged 55+) took almost 179 million trips in 1999, up 5% from 1994, and accounted for 31% of all domestic travel. A trip is defined as 50+ miles, one way, away from home or including one or more overnight stays. 76% of mature travel is for leisure, 42% is to visit friends or relatives, 20% for business purposes, 17% for entertainment, and 7% for outdoor recreation. Favorite activities: shopping (29%), visiting historical places/museums (15%), attending cultural events/festivals (12%), gambling (11%), and outdoor activities (11%). Mature travelers stay away from home an average of 3.9 nights, compared to 3.4 nights overall for all categories and 53% stay in hotels, motels or bed and breakfasts, while 43% stay with relatives or friends. [Research Alert, February 16, 2001] 

Travel Facts – Mature Travelers: 

Travel Facts – Mature Travelers More retirees will travel off-season, tending to equalize travel throughout the year and eliminate the cyclical peaks and valleys typical of the industry. [50 Trends Now Changing the World/2001 World Future Society]

Travel Facts - Minorities: 

Travel Facts - Minorities Travel among African-, Hispanic-, and Asian Americans increased significantly between 1997 and 1999. The number of trips taken increased by: African Americans - 16% Hispanics - 11% Asian Americans - 7% Amount spent on an average trip (excluding transportation to destination): Asian Americans - $635 Hispanics - $540 African Americans - $407 Americans overall typically spend $438 for an average trip. Shopping is the top leisure activity while traveling for blacks, Latinos, and Asians. African Americans favor group tours, cultural events, or festivals. Hispanics and African Americans are more likely than Asians to visit theme or amusement parks. Latinos are most likely to visit beaches. All three groups are more likely than U.S. travelers overall to participate in nightlife activities and gambling while traveling. Blacks are least likely to participate in outdoor activities, play golf or tennis, go skiing, or visit national or state parks. [Source: Marketing to Emerging Majorities, March 2001]

Travel Facts - Activities: 

Travel Facts - Activities Extreme vacations give people a sense of accomplishment and purpose, which is why fantasy camps, Xtreme sports, and volunteer vacations will remain popular with aging boomers and the following generations. [Trend Letter, April 23, 2001] Among the 70% of working adults who plan to take vacation time in 2001, 34% will engage in outdoor activities, 25% will relax/stay at home/work around the house, 23% will visit museums/famous landmarks/sightsee, 12% will go to the beach, and 10% will attend a family reunion. [Xylo/Research Alert, May 18, 2001]  About 91 million people, or 63% of travelers, included shopping as an activity on at least one trip away from home in 2000. For 51%, shopping was a primary or secondary purpose of the trip, and 39% believe that a trip is not complete without going shopping, according to a Travel Industry of America study. On average, shopping travelers spent $333 on purchases during their most recent trip, with men spending more than women ($349 vs. $319). [Research Alert, June 1, 2001] 

Travel Facts - Activities: 

Travel Facts - Activities About 21% of domestic travel includes historic/cultural activities, according to the Travel Industry Association of America. People who include historic/cultural activities in their trips spend and average of $631 per trip, compared to $457 for all U.S. travelers, excluding transportation. They spend more time away from home (4.7 nights versus 3.4) and are more likely to stay in hotels, motels and bed-and-breakfasts (62% versus 56%). Shopping is part of the travel experience for 44% of historic/cultural travelers, compared to 33% of all travelers. Historic/cultural travelers are older than the average traveler (48 versus 46) and more likely to have a post-graduate degree (23% versus 20%). About one third (34%) are age 55+. [Research Alert, February 1, 2002]   Two thirds of adult American travelers included a cultural, arts, heritage or historic activity or event while on a trip of 50 miles or more in 2000, up from 61% in 1998, according to the Travel Industry Association. The most popular cultural activity was visiting a historic site such as a building, battlefield, or historic community, with 43% of travelers participating in this activity. Museums were the second choice, attracting 30%; followed by live theater (23%), art galleries (21%), and heritage/ethnic festivals (20%). Compared to 1998, most activities had little or no change in participation. The only one with a substantial increase was attending live theater performance; however, the proportion of travelers who added one or more nights to partake of cultural activities increased to 57% in 2000 from 49% in 1998. And those who added two or more nights for this purpose rose to 26% from 9%. Travelers who include cultural events in their trips are more likely than others to have income of more than $50,000 and to have completed college. [Research Alert, April 5, 2002]

Travel Facts - Cruises: 

Travel Facts - Cruises Nearly 6.9 million Americans took cruise vacations in 2000, up from 5.9 million in 1999. Cruises lasting 6 to 8 days are most common, accounting for 50.8% of passengers, followed by those lasting 2 to 5 days, which account for 36.9% of passengers, according to Cruise Lines International Association. The average cruise lasted 6.5 days in 2000, down slightly from 6.6 days in 1999 and 6.7 days in 1998. Over three quarters (78%) of people who have been on a cruise in the past five years are married and 35% have children living at home. Of these, 59% vacation with the children. Cruisers are fairly evenly divided by gender (52% male and 48% female) and have an average age of 50. Over half (55%) have a household income of $60,000+, with an average of $79,000. Nearly 4 in 10 cruise days (39.94%) are in the Caribbean, followed by the Mediterranean (11.65%), Alaska (7.79%), Europe (6.95%), and the Bahamas (5.94%). [Research Alert, November 2, 2001]

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2000 Army Leisure Needs Survey Meet with your Marketing Director to discuss your 2000 LNS: Past year’s usage (25% overall for ITR/Commercial Travel Agency) and frequency of usage Satisfaction (41% very satisfied overall) Quality of building/facility/space (67% rate it good/very good) Quality of equipment/furnishings (67% rate it good/very good) Quality of personnel (76% rate it good/very good) On all quality measures – active duty give lower ratings ITR/Commercial Travel Agency ranks as the 7th most important MWR program overall (active duty, civilian, and retiree) Customer Profile (rank, grade, gender, age, ethnicity, education, marital status, residence)

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Entertainment (% in the past 12 months) Source: 2000 Army Leisure Needs Survey Movies – 55% Festivals – 41% Sports – 38% Plays/Concerts – 35% Live Entertainment – 34% Special – 28%

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Leisure Airline Travel Use (% in the past 12 months) Source: 2000 Army Leisure Needs Survey On-post – 17% Off-post – 19% Internet – 16% Other – 10%

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Consumer Expenditure Survey 1990 and 2000 Average HH spend $38,045 in 2000, up 34% from 1990 A larger share of HH budgets went to health care, housing and transportation; less to food, apparel and entertainment People are staying closer to home, so they’re investing in entertainment systems The search for wellness will affect spending patterns [American Demographics, April 2002]

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The Seven Stages of Customer Behavior To Absolutely Never, EVER Forget ‘I’m Aware’ ‘Hm, I Think I’d Like To Know More’ Learn More By Visiting Do It, Buy It, Use It Love It! Do It, Buy It, Use It, Love It, Over & Over & Over…. Customer for Life!

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Marketing Essentials Clarity & simplicity reign supreme: Use the “What’s it all about?” litmus test on all marketing materials. Make sure marketing claims are consumed by relevance to the customer: Does your marketing always pass the “So what?” test? Consistently convey 1 or 2 big claims that set you apart from your competition in your customers’ minds: Deliver the “Got To” factor --- got to look into it, got to try it, got to ask about it, etc. Make it easy to experience and/or buy the product/program/service. Make customer service part of marketing: If customers have a bad experience, no marketing campaign will ever change their minds. The Web enables word-of-mouth opinions to spread like wildfire. Always tell the truth

E-Mail Marketing: 

E-Mail Marketing * Sending and reading e-mail is the most common activity for people online, much more so than searching for information, paying bills, or using instant messages. * Average American using e-mail at work gets 24 e-mails a day * E-mail is the most engaging and interactive form of communication, not to mention the fastest and cheapest way to get in touch with customers! * E-mail enables you to target your customers, specifically, rather than mass marketing to everyone. It is trackable and measurable and can be used to evaluate your promotional efforts, as well. [Source: Gallup Tuesday Briefing, 24 July 2001]

Tips For E-Mail Marketing Success: 

Tips For E-Mail Marketing Success Identify objectives and have a specific plan with a timeline Research the appropriate target markets and tailor your messages Set up a tracking system Build in enough lead-time Choose between text-only and HTML Pay attention to the concept of permission marketing Keep your measures of success in mind. Be sure to personalize the message, keep the length of the copy to a minimum, and deliver the most important information first. Use the Blind Copy (BCC) field in addressing e-mails Be wary of using the word FREE or including any attachments

Sources of MWR Information% in past 12 months: 

Sources of MWR Information % in past 12 months Source: 2000 Leisure Needs Survey (86 Army Installations)

Work With Marketing…: 

Work With Marketing… Work with your marketing people to create, communicate and deliver value to your target markets by developing and using marketing intelligence – spotting demographic, economic, and lifestyle trends Work with your sponsorship people to create mutual value in your offerings – value to your program, your customers AND the potential sponsors  

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Redstone Arsenal http://www.redstonemwr.com/bulletinboard/trhunt/treasurehunt.html

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Fort Bragg Travel Extravaganza 10th annual event held in February 45 reps from hotels, airlines, cruise lines, and local, regional and national attractions set up booths Door prizes Register to win airline tickets and attraction tickets Held at the NCO Club during lunch hour

Develop a Calendar: 

Develop a Calendar Ideally, you should be working off a yearly calendar that lists all your upcoming events Gives plenty of notice to those that need to assist you Reminds you to give plenty of notice to the people that you want to attend or be involved Helps all elements of your program mesh Enables you to plan your promotional budget Prevents you from engaging in hit-or-miss marketing

Appeal to Needs: 

Appeal to Needs Convenience Comfort Love Friendship Security Style Social Approval (Status) Health and Well-Being Profit, Savings or Economy

Define and Measure: 

Define and Measure Define your marketing goals and measure your successes through: Outcomes Number of patrons in attendance Increase in attendance from last time Impacts Patron satisfaction Financial Performance

Promote Constantly: 

Promote Constantly The market is constantly changing People forget fast Your competition isn’t quitting Promotion strengthens your identity Promotion is essential to survival and growth Promotion helps you keep customers

Sources - Publications: 

Sources - Publications Promo Magazine American Demographics Trend Letter Research Alert The Futurist TIDBITS

Sources – Web Sites: 

Sources – Web Sites www.infoplease.com www.about.com www.marketingpower.com www.mediametrix.com www.executivelibrary.com www.ketchum.com www.copernicus.com

Sources – Books/Magazines: 

Books: Kevin J. Clancy/Robert S. Shulman: Marketing Myths that are Killing Business: The Cure for Death Wish Marketing (McGraw Hill, 1994) Kevin J. Clancy/Peter C. Krieg: Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense (The Free Press, 2000) Lawrence G. Friedman/Timothy R. Furey: The Channel Advantage (Butterworth Heineman, 1999) Stanley A. Brown: Customer Relationship Management (John Wiley & Sons, Canada, Ltd., 2000) John Naisbitt: High Tech/High Touch Rom Zemke & Claire Raines: Generations at Work Ira Matathia/Marian Salzman: Next Karl Albrecht: Corporate Radar Magazines: Business 2.0 http://www.business2.com Revolution (Business and Marketing in the New Economy) http://www.revolutionmagazine.com Marketing News (from American Marketing Association) http://www.marketingpower.com Sources – Books/Magazines

Rules of Thumb: 

Rules of Thumb Look at as many sources as possible Look for things that elicit an emotional response (spirituality, soul) Don’t focus on things themselves, but what they mean Study trends for common themes, connections Always keep values in mind Manage change - be proactive

Marketing is the link between you and your customers and promotion strengthens that link……use your installationmarketers to help you market and promote your ITR program!: 

Marketing is the link between you and your customers and promotion strengthens that link… …use your installation marketers to help you market and promote your ITR program!