NAF 101 MARKETING WELCOME TO NAF 101 MARKETING

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NAF 101: MARKETING WELCOME TO NAF 101: MARKETING!

NAF 101: MARKETING WELCOME TO NAF 101: MARKETING!

Your NAF 101 Facilitator Steve Buckley • Marketing/Writer/Editor/Social Media • steve. buckley@navy. mil •

Your NAF 101 Facilitator Steve Buckley • Marketing/Writer/Editor/Social Media • steve. buckley@navy. mil • 901 -874 -6593/DSN 882

AGENDA Our Content for Today Includes … • Welcoming/Opening Remarks • What is Marketing?

AGENDA Our Content for Today Includes … • Welcoming/Opening Remarks • What is Marketing? • Marketing Roles and Responsibilities • The Marketing Plan • Getting Started with Your Marketing Team • Commercial Sponsorship Overview

Ground Rules for Session • Cell Phones • Breaks • Bathrooms • Smoking Areas

Ground Rules for Session • Cell Phones • Breaks • Bathrooms • Smoking Areas • Activities and Exercises • Parking Lot

NAF 101: MARKETING WHAT IS MARKETING?

NAF 101: MARKETING WHAT IS MARKETING?

Exercise: Think – Pair – Share Instructions: • Find a partner close by /

Exercise: Think – Pair – Share Instructions: • Find a partner close by / introduce yourselves. • Take 30 seconds to SILENTLY REFLECT on the following question: WHAT IS MARKETING? • Take turns with your partner sharing your answer to the question. • Be prepared to share your partner’s answer.

What Marketing Is Not First, What It Isn’t: • It’s not distributing flyers or

What Marketing Is Not First, What It Isn’t: • It’s not distributing flyers or posting notices in the base paper n o i t o Prom • 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 Price s e l Sa Flie rs Advertis ing Products Services

What Marketing Is MARKETING is UNDERSTANDING who YOUR CUSTOMERS are and their needs and

What Marketing Is 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

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)

What About Branding? A Brand: A story - a set of emotions and expectations

What About Branding? A Brand: A story - a set of emotions and expectations about an organization. A brand is not a logo. Fleet and Family Readiness has many logos, but only a few actual brands.

Why is Branding Important? • Our customers are inundated with information – both within

Why is Branding Important? • Our customers are inundated with information – both within and outside of the Navy community • Brands outlive program and leadership changes; well-established brands convey consistency, quality and a distinct identity • To make our programs the first choice for our customers, they need to know the brand recognize its value = Fun Good value Quality of life

Why Standardize? • STANDARDIZATION is the cornerstone of brand building; the logo and brand

Why Standardize? • STANDARDIZATION is the cornerstone of brand building; the logo and brand cannot be dictated by personal preferences and leadership changes. • Research demonstrates that logo consistency is critical to branding. • “The most frequently violated law is the law of consistency … Markets may change, but brands shouldn’t – ever … Consistency (over decades, not years) is what builds a brand. ” -- The 22 Immutable Laws of Branding

MWR Branding ONE CONSISTENT LOGO FOR THE MWR BRAND

MWR Branding ONE CONSISTENT LOGO FOR THE MWR BRAND

Exercise: Marketing Is and Is Not • Using the list of items in your

Exercise: Marketing Is and Is Not • Using the list of items in your Learner Guide, review each statement • Determine if the activity or action is marketing or not marketing • When finished, find a new partner, introduce yourself and compare your responses • When time is called, we will debrief as a group Exercise: Marketing Is and Is Not

NAF 101: MARKETING ROLES AND RESPONSIBILITIES

NAF 101: MARKETING ROLES AND RESPONSIBILITIES

fic Of irs ffa Pu bli c. A Program/Activity Manager ls na sio es

fic Of irs ffa Pu bli c. A Program/Activity Manager ls na sio es Successful Marketing f ro g. P tin e rk Ma er Who Can Help You – The Marketing Triangle

MWR Marketing Professionals N 9/MWR Marketing Professionals… • Assist you with developing marketing plans

MWR Marketing Professionals N 9/MWR Marketing Professionals… • Assist you with developing marketing plans • Assist you with advertising and promotion • Develop graphics and promotional materials • Design marketing materials containing information about installation/region-wide events and services • Manage social media and websites, conduct MWR commercial sponsorship activities, and much more • If you haven’t met your Marketing Team – do so!

Installation Public Affairs Officer (PAO) • The official spokesperson for the Navy and your

Installation Public Affairs Officer (PAO) • The official spokesperson for the Navy and your base • Oversees ALL public facing information, including social media, websites, and information sent to the media • N 9/MWR Marketing has a working relationship with PAO and will help you get approval, when needed • PAO can help you tell your story, in cooperation with your N 9/MWR Marketing Team

Program/Activity Manager You – the Program or Activity Manager • Identifying your customer needs

Program/Activity Manager You – the Program or Activity Manager • 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

Exercise: Marketing Roles and Responsibilities • Using the list of statements in your Learner

Exercise: Marketing Roles and Responsibilities • Using the list of statements in your Learner Guide, review each statement • Determine who would primarily be responsible for the activity identified in each statement • When finished, find a new partner, introduce yourself and compare your responses • When time is called, we will debrief as a group Exercise: Marketing Roles and Responsibilities

NAF 101: MARKETING THE MARKETING PLAN

NAF 101: MARKETING THE MARKETING PLAN

“A Goal Without A Plan Is Just A Wish. ” Antoine de Saint Exupéry

“A Goal Without A Plan Is Just A Wish. ” Antoine de Saint Exupéry

Marketing Plan Defined The key to marketing is developing a good marketing plan, which

Marketing Plan Defined The key to marketing is developing a good marketing plan, which includes: • Details about your program/mission/products • Who your customers are • Who your competitors are • SWOT • Goals and objectives • Time-related details for executing the plan • Coordination with your Marketing Team

Marketing Research Understanding who your customers are and their needs and wants begins with

Marketing Research Understanding who your customers are and their needs and wants begins with market research. Qualitative Quantitative Focus groups One-on-one interviews Mail, email or web-based surveys Mystery shopping Telephone surveys Site surveys

Marketing Research – Your Customers Some programs have a clearly-defined customer base, while others

Marketing Research – 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.

Armed Forces: Navy: 40% Gen Z 23% 47% Gen Y 79% 13% Gen X

Armed Forces: Navy: 40% Gen Z 23% 47% Gen Y 79% 13% Gen X 26%

1980 & 1995

1980 & 1995

1. They are more open to branded content, as long as it’s relevant. 2.

1. They are more open to branded content, as long as it’s relevant. 2. Their TV habits have changed, but they have not abandoned it altogether 3. They live their lives online, but they still love offline experiences

11 hours on electronic media per day 2 B active social media accounts

11 hours on electronic media per day 2 B active social media accounts

Marketing Research – Your Customers Marketing to Gen Y (Millennials) Gen Z: 1996 -present

Marketing Research – Your Customers Marketing to Gen Y (Millennials) Gen Z: 1996 -present Gen Y: 1977 -1996 (millennials) Gen X: 1965 -1976 Baby Boomers: 1946 -1964 • Earning less than previous cohorts • Hit hard by the recession • Less likely to get married and to start households • Much more health conscious • Entering prime spend years Beloit Mindset List Frame of reference for students heading into their first year of college • Really like athletic brands • Want to make the most of their leisure time • Much more tech savvy/love social media • Willing to share opinions and experiences via social media • Not brand loyal Conclusion: Engage, don’t market. Listen well and respond. Provide value. Find out where your customers are living, digitally, and involve them there. Seek interaction, not reaction. Market WITH millennials, not TO millennials.

Generation Z New insights into the mobile-first mindset of teens

Generation Z New insights into the mobile-first mindset of teens

Key Findings 1 First phones are a major milestone. Getting a phone is one

Key Findings 1 First phones are a major milestone. Getting a phone is one of the most important life events for Gen Z. And they are younger than ever when they get them. Today’s teens got their first phone when they were around 12! 2 Video rules on mobile. Across all age groups, more time is spent watching online video on their phones than any other smartphone activity, but teens watch the most. Seven in 10 teens say they spend more than three hours per day watching mobile video. 3 Gen. Z are mobile shoppers. Two in three teens make purchases online and of those, more than half are making purchases on their phones. 4 Gen Z stays connected. Gen Z craves connections with others -and not just in person. Texting is the preferred way to connect with others, followed by messaging apps.

Gen Z: a large – and valuable – segment of the population 26% Gen

Gen Z: a large – and valuable – segment of the population 26% Gen Z represents more than ¼ of the U. S. population. $44 B Annual U. S. purchasing power of Gen Z

Phones introduce Gen Z to the world!

Phones introduce Gen Z to the world!

For teens, getting a new phone is a life-changing event! 1 Graduating from school

For teens, getting a new phone is a life-changing event! 1 Graduating from school 2 Getting a license 3 Getting a phone “ When I got a phone, it was really important socially. It was like, oh my gosh, you’re accepted now. Everyone wanted to be your friend because you got a new phone. “ Top milestones for teens Cyan, 17

And they are getting them earlier than previous generations! Median age at which respondents

And they are getting them earlier than previous generations! Median age at which respondents reported getting their first phone 13 to 17 18 to 24 25 to 34 12 16 20

While teens have more devices than ever at their disposal, phones are the most

While teens have more devices than ever at their disposal, phones are the most used. Most-used devices for 13 - to 17 -year-olds 78% Smartphone 69% Laptop Computer 68% TV 62% Gaming Console 52% i. Pad/Tablet 50% Desktop Computer 29% MP 3 Player Streaming Device 25%

Despite being the most-used device for teens, more 18 to 34 -year-olds use phones.

Despite being the most-used device for teens, more 18 to 34 -year-olds use phones. Compared to their older counterparts, gaming consoles play a big role in teens’ lives. TV Usage by Demographic Smartphone Usage by Demographic 80% 78% 87% Gaming Console Use by Demographic 87% 80% 68% 66% 72% 80% 62% 56% 43% 40% 40% 0% 13 -17 18 -24 25 -34

Phones connect and entertain today’s teens.

Phones connect and entertain today’s teens.

More teens spend 3+ hours watching videos on their phones every day than any

More teens spend 3+ hours watching videos on their phones every day than any other activity. Online Video (TV online, movies online, videos online) Messaging Apps 71% 52% Social Networking 51% Playing Games “ Our generation is taking way too many selfies and staying up all night watching videos. Some of my friends only sleep for three hours, and they still go to school the next day. I kind of think it’s normal because I do that too sometimes. “ Time spent on activities on a smartphone by 13 to 17 -year-olds: 42% Andrea, 14 3 hrs+ a day or more 1 -2 hrs a day or less

Teens prefer to connect with people via text more than twice as much as

Teens prefer to connect with people via text more than twice as much as messaging apps or in-person. Text Message App Message In-Person FUN FACT 15% Nearly 3 in 10 teens say they text with people who they are physically with at the time. 18% 38%

For teens, social media followers equal social currency. % Who Agree: "The number of

For teens, social media followers equal social currency. % Who Agree: "The number of followers/subscribers I have on my social channels is important to me. " 13 to 17 18 to 24 25 to 34 53% 41% %42

Gen Z are mobile-first shoppers.

Gen Z are mobile-first shoppers.

Two in three teens are already making purchases online. Purchase in-store Purchase online 100%

Two in three teens are already making purchases online. Purchase in-store Purchase online 100% 98% 100% 96% 88% 68% 50% 50% 0% 13 -17 18 -24 25 -34 89%

Video games, books, and apparel are the most common products teens buy online. 13

Video games, books, and apparel are the most common products teens buy online. 13 -17 s in-store and online purchases Purchase in-store “ 64 38 50 49 49 36 46 33 Books Apparel If there’s something I know I want, I get it online. 38 31 29 21 Video Games “ Purchase online Electronics Accessories Groceries Grace, age 13

For teens, online shopping eliminates friction. Reasons teens shop online It allows me to

For teens, online shopping eliminates friction. Reasons teens shop online It allows me to see multiple brands and retailers without leaving home It’s more convenient I can find better deals online FUN FACT 61% 64% of teens say that images they see online influence products they purchase 49% 48% It’s faster than going to physical stores 41%

And when it comes to shopping, teens are truly mobile first! % that mostly

And when it comes to shopping, teens are truly mobile first! % that mostly use smartphones to make online purchases 13 to 17 18 to 24 53% 30% 25 to 34 %43

For teens, ads impact a product’s “cool” factor. #1 If friends are talking about

For teens, ads impact a product’s “cool” factor. #1 If friends are talking about it #2 If I see an ad about it “ When someone your age is doing something in the ad or it pertains more to you personally, those strike me. “ Aspects that make a product “cool” Cyan, 17 #3 If it’s something personalized to me

7 Ways to Market to Gen Z 1. Start By Admitting You Don’t Know

7 Ways to Market to Gen Z 1. Start By Admitting You Don’t Know Anything 2. Be Where They Are 3. Create “Snackable” Information 4. Sell The End Game 5. Leverage UGC 6. Don’t Label Them 7. Find Their Tribe

Marketing Research – Your Customers’ Perceptions of Your Program/Activity What’s the ATMOSPHERE or ambiance

Marketing Research – Your Customers’ Perceptions of Your Program/Activity What’s the ATMOSPHERE or ambiance of your facility? q q q q 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!

Exercise: Knowing My Customers • In your Learner Guide, read each question • Thinking

Exercise: Knowing My Customers • In your Learner Guide, read each question • Thinking about your program or activity, answer each question • When time is called, break into a group of four • Each group member should take a turn reviewing responses to the questions • As a group, determine where your group has overlapping commonalities in your customer base Exercise: Knowing My Customers

Marketing Research – Your Competition Defining Your Competition ALL BUSINESSES FACE COMPETITION. Even if

Marketing Research – Your Competition Defining Your Competition ALL BUSINESSES FACE COMPETITION. Even if you’re the only restaurant in town, you must compete with cinemas, bars and other businesses where your customers will spend their money instead of with you. In the end, YOUR COMPETITION IS ANY OTHER BUSINESS in your area where YOUR CUSTOMERS SPEND their discretionary income INSTEAD OF WITH YOU.

Marketing Research – Your Competition Researching Your Competition ü Don’t be afraid to SHOP

Marketing Research – Your Competition Researching Your Competition ü Don’t be afraid to SHOP YOUR COMPETITION! ü Visit their location ü Talk to their staff about what they offer ü Get their price lists ü Get their brochures, menus, print collateral ü Watch/listen to their commercials ü Get a feel for how their customers are reacting ü Check out sites like Yelp for reviews – you might also find your facility on there! How Well Do You Know Your Competition?

Exercise: Knowing My Competition • In your Learner Guide, identify three potential competitors of

Exercise: Knowing My Competition • In your Learner Guide, identify three potential competitors of your program or activity • Thinking about each competitor, provide your answers to the questions • When time is called, break into a new group of four • Each group member should take a turn reviewing responses to the questions • As a group, determine where your group has similar concerns with your competitors Exercise: Knowing My Competition

Your SWOT Analysis SWOT analysis items may change over time, but it’s good to

Your SWOT Analysis SWOT analysis items may change over time, but it’s good to know how they pertain to your program. Strengths: Weaknesses: What do you do well? What are your weaknesses? • Service? • Staff turnover? • Price? • Location? • Convenience? • Price? • Uniqueness of programming? • Outdated equipment? • Personnel? EXTERNAL A study undertaken by an organization to identify its internal STRENGTHS and WEAKNESSES, as well as its external OPPORTUNITIES and THREATS. INTERNAL SWOT Analysis Defined Opportunities: Threats: • What is unique about your business/product? • What should you capitalize on? What about your competition or other threats? • Funding? • Staffing? • Regulations? • Base access?

SWOT Analysis Example Let’s use Walmart Inc. as an example: • • • Strengths

SWOT Analysis Example Let’s use Walmart Inc. as an example: • • • Strengths Weaknesses Strong brand image Financial position • Low sales margins • Low pay • Weak e-commerce position IT infrastructure Supplier relationships Large customer base Opportunities • Improved employee morale • Emerging Asian market Threats • E-commerce competitors (e. g. , Amazon) • Strong international dollar (i. e. , lower profits)

Exercise: Individual/Group SWOT Analysis • In your Learner Guide, read the instructions for the

Exercise: Individual/Group SWOT Analysis • In your Learner Guide, read the instructions for the SWOT Analysis exercise • Reflect on your program or activity, and determine responses for your… Ø Strengths Ø Weaknesses Ø Opportunities Ø Threats • Break in a new group of four learners • Review each SWOT, and determine where you have overlapping strengths, weaknesses, opportunities, or threats Exercise: Individual/ Group SWOT Analysis

Your Marketing Goals Defining A Marketing Goal … Make It SMART! Specific: Is your

Your Marketing Goals Defining A Marketing Goal … Make It SMART! Specific: Is your goal targeted? Measureable: Can you quantify your goal? Achievable: Is your goal realistic given your situation? Relevant: Is your goal tied to your program? Time-bound: Is your goal tied to a timeline for accomplishment?

Marketing Goals Examples ü To increase participation in outdoor recreation activities/classes by 10% in

Marketing Goals Examples ü To increase participation in outdoor recreation activities/classes by 10% in FY 18 ü To increase participation in the FFSC Military Saves Program activities by 20% in Q 1 2018 ü To increase enrollment in the CDC’s 3 to 6 -year-old classrooms by 15% in FY 18 ü Drive awareness of SAAPM by partnering with Fitness and holding a run with at least 300 people

Exercise: Marketing Goals Discussion • In your Learner Guide, reflect on your program’s/activity’s goals

Exercise: Marketing Goals Discussion • In your Learner Guide, reflect on your program’s/activity’s goals for the coming fiscal year • Document your goals in the area provided in your Learner Guide • When time is called, break into a new group of four • Each group member should take a turn sharing your goals for your program • As a group, determine if the goals shared are SMART; provide potential ways to improve, if needed Exercise: Marketing Goals Discussion

NAF 101: MARKETING GETTING STARTED WITH MARKETING

NAF 101: MARKETING GETTING STARTED WITH MARKETING

Engaging Your Marketing Department Contact your Marketing Team; they are the subject-matter experts! 1.

Engaging Your Marketing Department Contact your Marketing Team; they are the subject-matter experts! 1. Answer who (audience), what (description), why (benefit to customer), where (location), when (date/time), and how much (cost). 2. Know why your program or product is special and be able to describe it. 3. Understand the marketing channels that are best for your program. 4. Plan ahead – at least three to four months!

Engaging Your Peers At Your Installation Question: What are the advantages of working more

Engaging Your Peers At Your Installation Question: What are the advantages of working more closely with your peer program/activity managers at your installation? • Strategies for cross marketing/promotion • Opportunities to collaborate on larger events • Better awareness of scheduling challenges and possible conflicts for customers • Others?

Plan a Common Calendar for Your Installation Question: Why would planning a common calendar

Plan a Common Calendar for Your Installation Question: Why would planning a common calendar within your installation for events and programming be a good idea? Planning a common installation calendar helps you … • Align programs/activities to common objectives for sharing resources, activities, and customer base • Allow for a longitudinal view on what is happening at the installation month by month for leadership review/support • Allow Marketing to better coordinate their efforts/activities to provide maximum support

Integrated Marketing Efforts ALL EMPLOYEES – from the cashiers to the cleaning crew to

Integrated Marketing Efforts 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

Crafting Your Marketing Message • If you’re just “pushing” what you have vice PROMOTING

Crafting Your Marketing 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. Ø Lead with benefits, not features Ø Use graphics, not just words, to get the message across • FIVE WS and an H: Who/What/Why/Where/When and How? • Let the marketing professionals from your Marketing Team help you CRAFT THE RIGHT MESSAGE for your program or service.

Determining Your Marketing Mix: A combination of factors that can be controlled by a

Determining Your Marketing Mix: A combination of factors that can be controlled by a company to influence customers to buy its products or services. When it comes to PROMOTION, you have a variety of options: Print Digital Viral

Marketing Mix – Print options include… • Newspaper Ads and Articles • Brochures •

Marketing Mix – Print options include… • Newspaper Ads and Articles • Brochures • Information Cards • Outdoor Banners • Printed Newsletters • Flyers

Marketing Mix – Digital options include … • Email • Text • Electronic Newsletters

Marketing Mix – Digital options include … • Email • Text • Electronic Newsletters • Digital Signage • Theater Slides • TV/Radio • Social Media • Websites – www. navymwr. org/links

Marketing Mix – Viral options include … • Customer Word of Mouth • Employees

Marketing Mix – Viral options include … • Customer Word of Mouth • Employees • Other Program/Activity Leaders • Your Peers • Your Entire Team of FFR/MWR Professionals

Strategies for Promotion The Promotion Plan contains a detailed strategy for expanding your business

Strategies for Promotion The Promotion Plan contains a detailed strategy for expanding your business or marketing a particular product. • You have to take several factors into account when you write your promotional plan, such as budgetary constraints, past sales, and your desired results • Good promotion plans contain clear and concise information, including the specific actions that you intend to take

Strategies for Promotion Some Additional Ideas for Promotion Include … q Ship deck fairs

Strategies for Promotion Some Additional Ideas for Promotion Include … q Ship deck fairs q Table tents in MWR restaurants q Commissary/NEX tables q In-room books (NGIS) q Partner with other N 9 programs for fun runs, kids’ deployment camps (CYP/FFSC), healthy eating demos (FB&E and Fitness) q Open houses q Tell a story through feature articles q Ombudsman/FRG meetings q Don’t be afraid to work with other N 9 programs q Tables in other N 9 facilities q All-N 9 fairs to cross promote events/activities q Create irresistible offers q What else can you think of? What’s worked for you in the past?

Exercise: Bowling Center Marketing Mix • In this exercise, you will work as a

Exercise: Bowling Center Marketing Mix • In this exercise, you will work as a team to determine the marketing mix and strategies for a bowling center opening at your installation • Read through the instructions in your Learner Guide and develop the marketing mix you will use for your new program as a group • Decide who will share the marketing mix for the new program • Be ready to share your rationale for your decisions Exercise: Bowling Center Marketing Mix

NAF 101: MARKETING COMMERCIAL SPONSORSHIP

NAF 101: MARKETING COMMERCIAL SPONSORSHIP

Commercial Sponsorship Defined Navy Commercial Sponsorship is the act of providing assistance, funding, goods,

Commercial Sponsorship Defined Navy Commercial Sponsorship is the act of providing assistance, funding, goods, equipment, or services to MWR programs and events by an individual, agency, company, corporation or other entity (sponsor) for a specific (limited) time in return for advertising or promotional opportunities within the Navy community. • Sponsorships are not gifts or donations • Commercial sponsorship is an equal exchange of values • Commercial sponsorship may be used ONLY for MWR and WFS events and programs • Solicitation of ANY form of monetary or in-kind support can be done legally ONLY by a designated sponsorship coordinator

What Commercial Sponsors Want Some things sponsors might want include: • Building awareness through

What Commercial Sponsors Want Some things sponsors might want include: • Building awareness through brand or product exposure • Visibility at the event using the sponsor logo • An opportunity to impact specific results in the narrow market segment of the military • Opportunities to sample and demonstrate their products, to share information, or to survey consumers • Advertisements in installation publications, promotional materials and in event programs • Scripted event announcements, VIP hospitality packages, and opportunities to participate in the event or meet the celebrities • Positive publicity about their organization • Exposure to top leadership and decision makers • One-of-a-kind mementos for sponsors and their VIP guests • To be treated as part of the event

Finding Commercial Sponsorship Money Acquiring sponsorship funding is a long-term and on-going project. •

Finding Commercial Sponsorship Money Acquiring sponsorship funding is a long-term and on-going project. • Sponsorship works on the sponsor’s timeline • Compiling an annual region events calendar serves as an opportunity announcement to sponsors that showcases all your region has to offer • Submit your sponsorship requests well in advance of the event or activity you are hosting to have the best chance for sponsorship money

The Value Proposition for Sponsors/Programs Most sponsors have clear objectives for their sponsorship activities,

The Value Proposition for Sponsors/Programs Most sponsors have clear objectives for their sponsorship activities, and renew their relationships when they have achieved their Return On Investment (ROI). To meet the expected value proposition for the sponsor, ensure the … q Overall event met their expectations (attendance was as promised) q Event staff was professional and courteous q Onsite production team managed details efficiently and professionally q Event coordinator was easily accessible for their questions/changes q Event wrap-up was completed in a timely and organized manner q Event allowed everyone to have fun!

Program Manager’s Responsibilities • Provide full information on the sponsorship request form for the

Program Manager’s Responsibilities • Provide full information on the sponsorship request form for the next calendar year • Double check with the sponsorship office before printing or producing any materials/T-shirts, etc. , to ensure logos are included • Make sure the sponsorship disclaimer is on all promotional materials and signs • Act as the sponsor’s host at the event and ensure their EVERY need is met • Help the sponsorship coordinator take care of the sponsor at the event • Maintain a written accounting of all prizes provided, obtain signatures or photos of prize winners and keep these on file for potential audits

Commercial Sponsorship Tip Sell existing/planned promotional deliverables! Try not to incur additional expense. "Alone

Commercial Sponsorship Tip Sell existing/planned promotional deliverables! Try not to incur additional expense. "Alone we can do so little, together we can do so much. " – H e l e n Keller

CS&A FY 18 Totals

CS&A FY 18 Totals

NAF 101: MARKETING QUESTIONS & ANSWERS

NAF 101: MARKETING QUESTIONS & ANSWERS

Additional Questions? For more information, contact: Janay Powell Steve Buckley janay. powell@navy. mil steve.

Additional Questions? For more information, contact: Janay Powell Steve Buckley janay. powell@navy. mil steve. buckley@navy. mil 202 -433 -9155 901 -874 -6593/DSN 882

NAF 101: MARKETING SESSION CLOSURE

NAF 101: MARKETING SESSION CLOSURE

SESSION CLOSURE My NAF 101 Marketing Action Plan NAF 101 – Marketing Session Survey

SESSION CLOSURE My NAF 101 Marketing Action Plan NAF 101 – Marketing Session Survey Thank You for Your Participation!