1. “Bring Your Courage” Headquarters U.S. Air Forces in Europe 1 Marketing and Commercial Sponsorship Mandy Smith-Nethercott USAFE/A7SPM

2. “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

3. “Bring Your Courage” 3 What the Competition is Doing % Est. Annual Revenues Spent on Sales & Marketing 3%Less than 1% 45%1%-5% 25%6%-10% 22%11%-20% 5%More than 50% Why You Need to Market

4. “Bring Your Courage” 4 Why You Need to Market Sales are Not Made on Price Alone What’s Most Important in Buying Decisions Best Quality Fair Price for Quality Ease of Purchase With no Hassles Great Customer Service Lowest Price No Market Leader is the Lowest Price Brand

5. “Bring Your Courage” 5 Why You Need to Market 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

6. “Bring Your Courage” 6 Why You Need to Market 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

7. “Bring Your Courage” 7 Your Marketing Partner

8. “Bring Your Courage” 8 Marketing’s Role in Services Partnership is the Key Include your Marketing Partner/Director in Planning Meetings/Staff Meetings/Flight Meetings

9. “Bring Your Courage” 9 Where Marketing Fits in the Organizational Structure

10. “Bring Your Courage” 10 Marketing’s Role in Services Make Flyers? Change Marquee Letters? Take Pictures? Do PowerPoint Slides for Commander? Not even close!

11. “Bring Your Courage” 11 Marketing’s Role in Services Develop, Implement & Analyze Market Research Corporate PRISM Customer Feedback Local Surveys Develop Marketing Goals, Objectives and Strategies Make Marketing a Key Team Partner

12. “Bring Your Courage” 12 Marketing’s Role in Services Advise Managers on Marketing and Promotional Strategies Identify Target Markets Determine Effective Ways of Reaching Those Markets

13. “Bring Your Courage” 13 Marketing’s Role in Services Determine Effectiveness of Current Initiatives Measurements/Goals People, Participation Dollars, Register Rings

14. “Bring Your Courage” 14 Marketing’s Role in Services Plan and Implement Marketing, Promotional and Publicity Campaigns for Flight- and Squadron-wide Events

15. “Bring Your Courage” 15 Marketing’s Role in Services Coordinate Implementation of Marketing Plans Obtain Sponsorship to Support Events Utilize Advertising Program to Off- set Costs of publishing

16. “Bring Your Courage” 16 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

17. “Bring Your Courage” 17 AF Corporate PRISM

18. “Bring Your Courage” 18 Corporate PRISM Weighted survey answers representative of entire base population Survey accomplished every 2 years Next data available end 2005 Used to define AF leisure markets Provides demographics, market size/share, and improvements 13 facility/program areas in survey

19. “Bring Your Courage” 19 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

20. “Bring Your Courage” 20 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

21. “Bring Your Courage” 21 AF Customer Feedback

22. “Bring Your Courage” 22 Customer Feedback Benefits Assess satisfaction Prioritize problem areas Develop marketing strategies Baseline for comparison of previous years’ data

23. “Bring Your Courage” 23 Customer Feedback Annual measurement of customer satisfaction Analysis tool for managers

24. “Bring Your Courage” 24 Customer Feedback Measurement Variables Customer Service Facilities Equipment Value Overall Activity Rating

25. “Bring Your Courage” 25 Customer Feedback Overall Services Grade Satisfaction/Importance Attributes Demographics

26. “Bring Your Courage” 26 AF Customer Feedback Comparison of Annual AF Findings FY04FY03 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 74.4973.6573.40 Results indicate a slight but steady increase in satisfaction

27. “Bring Your Courage” 27 Customer Feedback FY04 AF Activity Averages ProgramServiceFacilityEquipmentValueOverall Library8881 9084 Fitness8582849284 Dining Facility85 8384 Arts & Crafts868182 83 Golf Course8682 83 Outdoor Rec8580818382 ITT858081 82 Rec Equipment8579 8281 Bowling Center8380798381 Child Development8385 7581 Auto Skills8379808381 Youth Programs8279 7779 Officers’ Club80 787276 Club Dining7978777175 Enlisted Club7977767375

28. “Bring Your Courage” 28 Local Surveys Provide Customer Satisfaction Reviews Program Specific Feedback Targeted Concern Feedback

29. “Bring Your Courage” 29 Local Surveys Interactive Customer Evaluation (ICE) FREE Web-based electronic comment card system joyce.mussey@osd.mil Opinion Meters Comment Cards Paper Web

30. “Bring Your Courage” 30 Commercial Sponsorship

31. “Bring Your Courage” 31

32. “Bring Your Courage” 32 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

33. “Bring Your Courage” 33 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

34. “Bring Your Courage” 34 Sponsorship Approval Levels SVUp to $5K Installation CCUp to $25K MAJCOM SVUP to $50K MAJCOM CV$50K-$100K HQ AFSVA/CC$100,000+ Per Sponsorship Agreement

35. “Bring Your Courage” 35 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

36. “Bring Your Courage” 36 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

37. “Bring Your Courage” 37 Private Organizations Help in the Education Process Topic for Annual Letter to PO’s Monitor Fund Raising Activities Private Organization AFI 34-223

38. “Bring Your Courage” 38 Advertising Program AFMAN 34-416 Authorizes Advertising for “Open to Public” Events in Civilian Media

39. “Bring Your Courage” 39 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

40. “Bring Your Courage” 40 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

41. “Bring Your Courage” 41 Advertising Program Selling Advertising Space Avoid Competition with Public Affairs Only sell on NAFI Funded Media Must be Unique to Services Examples Club Calendars Ball Field Fences Message and Menu Boards Golf Tee Signs Services Magazine

42. “Bring Your Courage” 42 USAFE Services Programs/Promotions

43. “Bring Your Courage” 43 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

44. “Bring Your Courage” 44 AFSVA Programs/Promotions Highlights Football Frenzy AF Club Membership Drive Tops In Blue Stars and Strikes Bowling Promotion

45. “Bring Your Courage” 45 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.

46. “Bring Your Courage” 46 Air Force 2004 Quality of Customer Service Customer Feedback Survey Results

47. “Bring Your Courage” 47 Aviano

48. “Bring Your Courage” 48 Croughton

49. “Bring Your Courage” 49 Fairford

50. “Bring Your Courage” 50 Incirlik

51. “Bring Your Courage” 51 Izmir

52. “Bring Your Courage” 52 Lakenheath

53. “Bring Your Courage” 53 Mildenhall

54. “Bring Your Courage” 54 Molesworth

55. “Bring Your Courage” 55 Moron

56. “Bring Your Courage” 56 Lajes

57. “Bring Your Courage” 57 Ramstein

58. “Bring Your Courage” 58 Rhein Main

59. “Bring Your Courage” 59 Sembach

60. “Bring Your Courage” 60 Spangdahlem

61. “Bring Your Courage” 61 Stavanger

62. “Bring Your Courage” 62 Quality of Facility

63. “Bring Your Courage” 63 Aviano

64. “Bring Your Courage” 64 Croughton

65. “Bring Your Courage” 65 Fairford

66. “Bring Your Courage” 66 Incirlik

67. “Bring Your Courage” 67 Izmir

68. “Bring Your Courage” 68 Lakenheath

69. “Bring Your Courage” 69 Mildenhall

70. “Bring Your Courage” 70 Molesworth

71. “Bring Your Courage” 71 Moron

72. “Bring Your Courage” 72 Lajes

73. “Bring Your Courage” 73 Ramstein

74. “Bring Your Courage” 74 Rhein Main

75. “Bring Your Courage” 75 Sembach

76. “Bring Your Courage” 76 Spangdahlem

77. “Bring Your Courage” 77 Stavanger

78. “Bring Your Courage” 78 Quality of Equipment

79. “Bring Your Courage” 79 Aviano

80. “Bring Your Courage” 80 Croughton

81. “Bring Your Courage” 81 Fairford

82. “Bring Your Courage” 82 Incirlik

83. “Bring Your Courage” 83 Izmir

84. “Bring Your Courage” 84 Lakenheath

85. “Bring Your Courage” 85 Mildenhall

86. “Bring Your Courage” 86 Molesworth

87. “Bring Your Courage” 87 Moron

88. “Bring Your Courage” 88 Lajes

89. “Bring Your Courage” 89 Ramstein

90. “Bring Your Courage” 90 Rhein Main

91. “Bring Your Courage” 91 Sembach

92. “Bring Your Courage” 92 Spangdahlem

93. “Bring Your Courage” 93 Stavanger

94. “Bring Your Courage” 94 Value for Price Paid

95. “Bring Your Courage” 95 Aviano

96. “Bring Your Courage” 96 Croughton

97. “Bring Your Courage” 97 Fairford

98. “Bring Your Courage” 98 Incirlik

99. “Bring Your Courage” 99 Izmir

100. “Bring Your Courage” 100 Lakenheath

101. “Bring Your Courage” 101 Mildenhall

102. “Bring Your Courage” 102 Molesworth

103. “Bring Your Courage” 103 Moron

104. “Bring Your Courage” 104 Lajes

105. “Bring Your Courage” 105 Ramstein

106. “Bring Your Courage” 106 Rhein Main

107. “Bring Your Courage” 107 Sembach

108. “Bring Your Courage” 108 Spangdahlem

109. “Bring Your Courage” 109 Stavanger

110. “Bring Your Courage” 110 Overall Assessment

111. “Bring Your Courage” 111 Aviano

112. “Bring Your Courage” 112 Croughton

113. “Bring Your Courage” 113 Fairford

114. “Bring Your Courage” 114 Incirlik

115. “Bring Your Courage” 115 Izmir

116. “Bring Your Courage” 116 Lakenheath

117. “Bring Your Courage” 117 Mildenhall

118. “Bring Your Courage” 118 Molesworth

119. “Bring Your Courage” 119 Moron

120. “Bring Your Courage” 120 Lajes

121. “Bring Your Courage” 121 Ramstein

122. “Bring Your Courage” 122 Rhein Main

123. “Bring Your Courage” 123 Sembach

124. “Bring Your Courage” 124 Spangdahlem

125. “Bring Your Courage” 125 Stavanger

126. “Bring Your Courage” 126 Satisfaction

127. “Bring Your Courage” 127 Aviano

128. “Bring Your Courage” 128 Croughton

129. “Bring Your Courage” 129 Fairford

130. “Bring Your Courage” 130 Incirlik

131. “Bring Your Courage” 131 Izmir

132. “Bring Your Courage” 132 Lakenheath

133. “Bring Your Courage” 133 Mildenhall

134. “Bring Your Courage” 134 Molesworth

135. “Bring Your Courage” 135 Moron

136. “Bring Your Courage” 136 Lajes

137. “Bring Your Courage” 137 Ramstein

138. “Bring Your Courage” 138 Rhein Main

139. “Bring Your Courage” 139 Sembach

140. “Bring Your Courage” 140 Spangdahlem

141. “Bring Your Courage” 141 Stavanger

142. “Bring Your Courage” 142