M A RK E TING PL A N 2 014
BR ANDING & RESOURCE GUIDE
Marine Corps Community Services Camp Pendleton
(Business/Brand Development on reverse side)
IN STEP WITH YOU
Welcome
Marketing Mission Statement
Key Performance Measures
Marketing Objectives
Vision & Strategy 2025
Business 2014
Social Media Trends
Marketing Strategies
Branding Plan
Research
Demographics
Camp Pendleton Facts and Stats
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Operation Divisions
Schedule of Events
Business Operations
Retail
Semper Fit
Marine and Family Programs
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Support Divisions
Human Resources
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Logistics
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Operations
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Base Organizations
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Internal Marketing Opportunities
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Social Media
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Design & Information Technology
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MCCS Website
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MCCS Doing Good Things
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Branding and Resource Guide121
Marketing Contact Information
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(Business/Brand Development on reverse side)
MARKETING PLAN
Plan For Success
The sales and marketing opportunities plan is a one-stop planning tool for MCCS events and promotional activities
at Camp Pendleton. It defines target markets, business opportunities, strategies, research, events, sponsorship
and new trends to help capture MCCS’ share of the Camp Pendleton industry. Customer knowledge is key to the
organization’s success.
2014 Marketing Plan Objectives
• Highlight recent trends in the marketing and business environment
• Emphasize the importance of teamwork between marketing and other functions of MCCS
• Introduce and integrate new perspectives in successful strategic market planning
• Describe new developments in market planning, organization, implementation and control
• Strategize and develop promotional opportunities with MCI-West
Operation Divisions
Business Operations
Marine and Family Programs
Retail
Semper Fit
Marketing
Support Divisions
Financial Management
Human Resources
Logistics
Marketing
Operations (MCCS Coordinators, Management, Analysis and Control)
Procurement
Total MCCS Employees & Facilities
1,970 Employee average
400+ Facilities
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MARKE TING MISSION STATEMENT
Clients
To assist clients in exceeding their sales and marketing objectives through innovative use of technology,
advertising, research, media, sales management and promotion. Timely, value-added, superior customer service
is provided in an ethical, honest and responsive manner to exceed client’s expectations.
Employees
To provide a quality work environment that is fun and respectful, where there are opportunities for growth,
development and employee recognition.
Partners
To continue to maintain and grow business arrangements that provide reciprocal value to both parties.
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KEY PERFORMANCE MEASURES
MCCS is proud of its accomplishments and those of Marine Corps Base, Camp Pendleton. MCCS recognizes and
values the efforts of its stakeholders who participate in the marketing programs which provide both leadership and
support. Stakeholders are those divisions, organizations, companies and individuals who have a vested interest in
supporting MCCS quality of life programs.
FY 2014 MCCS Financial Targets for Business
$272,660,382 Sales
(Net profit of $728,000 reflects MCCS financial position after all expenses including labor, supplies, etc., associated
with the MCCS enterprise have been paid. That level is the result of escalating costs associated with business, social
program requirements and the negative impact of the market on long-term investment such as the employee
retirement fund. Other negative impacts include the costs associated with upgrading aging IT systems and the
effects of prolonged deployment, and revisions to taxes charged to MCCS on fuel sales.)
Key Performance Measures
INDICATOR
FY 2013
FY 2014 FORECAST
mccsCP.com Page Views
3.1M
3.3M
mccsCP.com Visitors
1.4M
1.5M
Semper Fit (facility usage)
5M
5.2M
Business Operations (ad expense vs. total sales)
3%
3%
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MARKETING OBJECTIVES
Promote and enhance the MCCS image campaign
• Research and develop 2014 MCCS Camp Pendleton Branding Campaign
• Strategize marketing implementation
• Include image message on all print and electronic pieces, including website, marquees and banners
Promote new marketing opportunities to increase awareness
• Regional marketing opportunities with MCI-West
• New Media strategies
• Anticipate & support deployments
• Family member events
• Job opportunities
• Cross-promote with base organizations
• Support Headquarters Marine Corps projects
Drive Customer Focused Strategies
• Identify customer needs through research
• Annual MCCS Camp Pendleton Branding Campaign
• Quality of Life Survey
• Retail-Associate Satisfaction Index (ASI), Customer Satisfaction Index (CSI)
Expand and Develop Sponsorship Focused Strategies
• Business-to-Business methodologies that ensure comprehensive program delivery to new and existing
Business Partners
• Assisting Business Partners in exceeding their sales and marketing objectives through innovative MCCS Camp
Pendleton Sponsorship programming
• Deliver profitable growth to MCCS Camp Pendleton through a new 2014 Business Plan that offers Business
Partners never-before-offered opportunities to generate brand awareness and connect with a large
demographic segment on base
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MCCS VISION & STR ATEGY 2025
MCCS VISION & STR ATEGY 2025
MCCS Vision
MCCS was established in 1999 and remains the only organization within the Department of Defense that
combines Family Services; Off-Duty Voluntary Education; Children, Youth and Teen Programs; Morale, Welfare and
Recreation; and Marine Corps Exchanges under a single organizational construct.
Since its inception, MCCS has been supported by two iterations of strategic planning aimed at integrating and
appropriately aligning these vital support services to meet the current and future needs of the unit, individual
Marine, and broader Marine Corps family. Although significant accomplishments have been made, the impact
of the Global War on Terrorism has strained many programs and support functions that were essentially built
on a peace-time model. As a result of program assessments, direct leadership feedback, and hearing from the
voices of Marines and family members, there is an institutional effort to transition programs to better meet the
operational and family readiness requirements of the Corps. This ‘call for change’ also mandated a shift to the
organization’s strategic planning, and resulted in the development of the MCCS Vision and Strategy 2025.
This section, which is nested in the broader Marine Corps Vision and Strategy 2025, establishes the foundation
of operational concepts and identifies the critical steps to ensure that we are properly organized, trained,
equipped, and prepared to meet tomorrow’s challenges today. This vision outlines the values, principles, and core
competencies of MCCS, and is built around these seven key components: People, Places, Policies, Performance,
Processes, Perceptions and Programs.
Emerging Environment, External Threats and Internal Challenges
The organization’s future will be shaped by a wide range of influences and trends, such as the changing
demographics of the Marine Corps and workforce, resources and economics, science and technology, Defense
spending, and other program patterns. The following section outlines several influences and trends to consider in
organizational planning.
Demographics and Workforce
These emerging generations will also comprise the future workforce of the organization. Trends in workforce
size and composition, coupled with the pace of technological change and economic globalization, will have
implications for future work. Employees will work in more decentralized, special firms; slower labor growth will
encourage employers to recruit groups with relatively low labor force participation; greater emphasis will be
placed on retraining and lifelong learning and future productivity growth will support higher wages and may
affect the wage distribution. The new workforce will place a larger value on training and seek the optimum
opportunity to mesh their job with their outlook on life. The workforce will be better educated; more easily rely
upon technology; and be highly invested in social/community causes.
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MCCS VISION & STR ATEGY 2025
Demographics and Workforce (cont)
In terms of workforce composition, the trend is for a shift toward a more balanced distribution by age, sex, and
race/ethnicity. The U.S. population and workforce have been growing older as the baby-boom generation ages.
This has created a workforce that has become more evenly distributed across age groups. Also, steadily increasing
female labor force participation rates, combined with declining male rates, have brought the labor force closer
to gender balance. Finally, the inflow of immigrants has been largely responsible for a continuing increase in the
racial and ethic diversity of the workforce, with Hispanics and Asians being the fastest growing groups in the
workforce.
Labor markets will remain tight, particularly in skilled fields. This calls for new creativity in recruiting, benefits,
and perks, especially profit sharing. This hyper competitive business environment demands new emphasis on
rewarding speed, creativity and innovation within the workforce.
Technology
The pace of technological change will continue to accelerate, with synergies across technologies and disciplines
generating advances in research and development, production processes and the nature of products and services.
Technological advances are expected to continue to increase demand for a highly skilled workforce, support
higher productivity growth and change the organization of business and the nature of employment relationships.
New models of knowledge production, access, distribution and ownership are emerging. But while knowledge is
increasingly available, and knowledge production a growing phenomenon, organizations will have to avoid being
emerged in too much information.
Ever expanding science and technology is creating a knowledge-dependent global society. The number of
Internet users in the United States more than doubled between 2000 and 2007, to nearly 231 million, or 69% of
the population. In the United States, the “digital divide” seems to be disappearing as Internet access becomes
increasingly available to all. In 10 years, most digital devices will combine multimedia communication functions
and real-time voice translation, so that conversations originating in one of seven or eight common languages can
be heard in any of the others. These technologies will enable organizations to quickly reach all customers and
improve the knowledge of employees.
The Internet will continue to bring manufacturers closer to remote customers, cutting middlemen out of the
distribution chain. Business-to-business marketing on the Internet will continue to introduce operational
efficiencies.
The technology industry stands to benefit immensely from a more robust relationship with tech-savvy veterans
seeking employment. Employers are increasingly recognizing the value of military experience, and the IT industry
is no different.
Healthcare
Greater awareness of the relation of exercise to healthcare costs has started to motivate monetary incentives. The
fitness market is maturing, along with U.S. demographics, to provide a broader wellness service to its expanding
customer base. Body sculpting has been replaced by the desire for solid healthy exercise practices. Overweight
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MCCS VISION & STR ATEGY 2025
and obesity rates are on the rise and the healthcare costs for obesity now rival those attributable to smoking.
The medical insurance industry, employers, and the insured population are getting involved in the process, with
the desire to create healthier, more “well” population of participants. Neither government nor corporations can
continue to support an “illness” model versus the new “wellness” model. Although there is a growing awareness
of this issue, organizations must act to provide the appropriate types of programs. Emerging trends in fitness
focus on several distinct training areas: Family Fitness; Circuit Training; High Intensity Tactical Training (HITT)
and Virtual Gyms and Exercise Machines.
Childcare
Trends in childcare focus on the transition from traditional childcare to early childhood education. This trend
to learning centers is partly due to high parent and school expectations; it is also attributable to research
that shows that kids are capable of learning early academics and other skills that previously were not taught
until later. Increasingly, technology is changing provider/parent connection. Facilities will offer parents video
streaming of classroom activities throughout the day. Other providers will regularly take photos of children and
send to parents, post daily or weekly blogs or e-newsletters online for parents to view, or even exchange emails
or text messages throughout the day. Some providers will create websites where they post monthly menus,
weekly day-by-day activities, and even behavioral reports.
Retail
In the retail sector, organizations must monitor and adapt to improved technology and statistical-control
tools, which will shape new management practices. Online stores will continue to expand, listing virtually
every product and brand in their industry without significant overhead. Additionally, branded items with good
reputations will be even more important for developing repeat business.
Leadership
Business leaders will increasingly use algorithmic decision-making techniques and sophisticated software to
manage their organizations. This style of “scientific management” will move organizations further away from the
traditional “gut instinct” management style.
Security to Family Issues
As national security concerns begin to lose their immediacy, family issues will regain their significance in
American society: long-term healthcare, daycare, early childhood education, anti-drug campaigns, and the
environment. Demand for childcare, universal health coverage, and other family oriented services will continue
to grow, particularly in the United States, where national services have yet to develop. Over the next 20 years,
American companies may increasingly follow the example of counterparts in Europe, whose taxes pay for
national daycare programs and other social services the United States lacks.
Economy, Political Patterns, and Defense Spending
Of utmost concern is the impact of the availability of natural resources and the state-of-the-art future economy,
and how these forces will further shape the future and success of organizations. The imbalance between supply
and demand of oil will continue to pose a threat to supply chains. This imbalance will impact construction
and fuel costs as organizations continue to modernize its facilities to meet the changing needs of customers.
Economic factors will also continue to impact customer behavior and global markets (e.g. spending habits,
construction and energy costs).
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MCCS VISION & STR ATEGY 2025
Without any new productivity gains from the Public Sector, taxes will increase to stifling proportions. The public
sector will be required to function with increased levels of efficiency and creativity, and the adoption of privatesector approaches are likely to occur more frequently.
Political patterns and spending point to a federal government that is focused on initiatives to improve the
quality of life for service members and their families. However, the share of the federal budget available for
defense spending may decline with the rise in domestic entitlement funding. Reductions in defense spending
will require difficult ‘balancing’ decisions. Programs will be required to quantify their value and importance to
the military mission or risk curtailment or cancellation. The Department of Defense will also continue to explore
efficiency measures through the pursuit of Joint Capabilities that include a focus on consolidating installation
support functions. If not carefully developed, such concepts can infringe on Marine Corps Title 10 authorities and
potentially decouple bases and stations as the fifth element of the combined arms Marine Air Ground Task Force.
Internal Challenges
Further threats include a myriad of internal organizational challenges, to include: inertia; confined operating
domains; lack of program awareness, standardization, policy enforcement and clearly defined roles and
responsibilities; and ability to effectively re-capitalize in infrastructure, equipment, systems and our most valuable
asset-our employees. Acknowledging these trends, we must experience an expanded market share focusing on a
new generation of Marines and their families. This experience will introduce numerous opportunities, to include:
developing a unified vision/strategy, establishing a performance management culture, growing to be an employer
of choice and fostering strategic partnerships.
* Source: MCCS Vision and Strategy 2025, pgs 7-12
Download: http://www.usmc-mccs.org/aboutmccs/strategicplan.cfm
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MCCS BUSINESS 2014
MCCS BUSINESS 2014
Family Programs
During 2014, MCCS will be in transition with programs moving from a war time footing into a garrison lifestyle. In
keeping the faith with Marines, Sailors and family members, the programs and services offered on the installation
will reflect the changing needs of the environment.
In following the Commandant of the Marine Corps’ Planning Guidance, Camp Pendleton will maintain an
aggressive Personal and Professional Development program in support of transitioning Marines and Sailors to
the civilian communities once they leave military service. The expansion of the Behavior Health programs will
continue to support the warriors and also provide services to the family members as well. There will continue to
be strong Family Care/Children, Youth and Teen programs along with Marine Corps Family Team Building services.
Business Operations
MCCS Camp Pendleton Business Operations is forecasting 2014 to reflect positive sales growth year over year.
Pacific Views MCX continues to perform above financial expectations and should maintain this trend given the
December 2013 grand opening of the highly anticipated Naval Hospital located adjacently.
The Marine Corps Air Station (MCAS) Camp Pendleton MCX opened its doors in late September 2013 to serve this
population. The new MCX offers a full complement of convenience items tailored to the needs of the community it
serves.
During 2014, the Del Mar Beach Resort (DMBR) and the San Onofre Beach will see much needed improvements
completed and available to patrons. Seven new two bedroom/two bath beach cottages will be completed at the
DMBR. In addition, the centerpiece of the DMBR, La Casa Del Mar, is to be completed in late spring. The two story
La Casa Del Mar Event Center will open its doors offering a fast casual restaurant, interior meeting rooms, exterior
patios and an exterior stage/wedding pavilion. San Onofre Recreational Beach will continue to see all beach
cottages replaced with the new ‘Early California’ beach cottages. In addition, the SORB RV Campsites will receive a
renovation to enlarge the footprint of each RV site and provide much needed amenity enhancements, allowing the
newer and much larger RV’s to take advantage of this outstanding camping opportunity.
Food offerings will continue to reflect patron wants and demands with new partnerships. New businesses include
Panda Express (Mainside), Moe’s Southwest Grill (Mainside), Domino’s Pizza (Pacific Plaza), Schlotzsky’s Deli (San
Onofre Center) and Ramone’s Mexican BBQ (62 Area). Subway Restaurants will remodel three of their facilities
during FY 2014 and a contract for food service will soon be awarded at the new DMBR Event Center.
Lean and mean remains the mantra for Semper Fit. Budget reductions have caused careful examination of
all services provided. Working smart is critical in order to continue offering the breadth and depth of services
provided. Organizational changes and multi-tasked management is the new normal. Camp Pendleton’s World
Famous Mud Run® will realize several changes continuing to grow the event’s popularity. A 5K will be added to the
already popular 10K run. Expectations are high that the 2014 event will sell out quickly attracting 32,500 runners
and 40,000+ spectators.
MCCS continues to be responsive to the community it serves, providing quality programs that are relevant to its
consumer. MCCS takes pride in serving the many men and women of the Marine Corps and is proud to do so.
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SOCIAL MEDIA TRENDS: 2014
SOCIAL MEDIA TRENDS: 2014
New social networking platforms are appearing from behind every corner, making it challenging to know
where to commit time and resources. It’s important to look ahead at new social networking trends and how
organizations can get onboard.
2014 Predictions
1. Investment in Social Media Will Become a Necessit y, Not a Luxur y
Businesses are already coming to terms with the need to integrate their social media efforts with their content
strategy and are experiencing the impact of social media in terms of lead generation, referral traffic and revenue.
As businesses experience these very real and measurable benefits, they will move away from assigning social
media tasks to existing employees and more companies will hire social media strategists or full-time social
media managers.
The benefits of social media are many, but include:
Improved social signals (which are a factor in the search ranking algorithm)
Company branding
Improved brand awareness
Word-of-Mouth advertising
Increased customer loyalty and trust
Improved audience reach and influence
Social media is also one of the three pillars of Social Media Optimization (SMO)
2. Google+ Will Become a Major Factor
While Facebook continues to lead the pack in terms of number of active monthly users (1.15 billion at last count),
Google+ is quickly gaining steam and now has the second highest number of monthly users (343 million).
With Google using the platform to collect personal information (think demographics, location, etc.), Google+
should no longer be thought of as ‘just’ another social network. It’s increasingly proving itself to be an
integral part of Google’s grand scheme in terms of SMO, social signals and providing a more personalized
search experience. This is apparent with the importance of Google Authorship, which could be one of the key
components to Google’s search ranking algorithm by the end of 2014.
Businesses who are finding themselves spread thin with their social media efforts will increasingly turn to
Google+ as the ‘one size fits all’ social network.
As Google+ moves towards even greater integration with other aspects of the web – as they’ve already done
with their foray into local search – we’ll see its growth skyrocket, both in terms of business and personal use.
For information on how to start using Google+, read “How to Breathe Life into Your Google+ Profile.”
3. Image - Centric Networks Will See Huge Success
There was a consistent trend in 2013 toward sharing through image and video, rather than text-based content.
Visual content will increasingly become a critical piece of any solid content strategy and social networking
site Pinterest will continue to shed its reputation as a ‘women’s only’ network and become an integral part of
retailers’ marketing strategies.
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SOCIAL MEDIA TRENDS: 2014
Other image-based social media sites like Slideshare, Tumblr, Path, and Mobli will continue to grow, and
businesses will need to become more mindful about the ‘sharability’ factor of photos on their websites and blogs
in order to derive significant benefit from their social media content marketing efforts.
4. Witnessing the Rise of Micro -Video
It appears that writing 140 characters and taking 3 minute long videos is becoming too tedious for many.
Micro video to the rescue!
With the emergence of micro video apps like Twitter’s Vine and now Instagram’s video sharing feature, there
is even more movement toward real-time video sharing. And not just any videos; with Instagram allowing
3-15 seconds per video, and Vine allowing precisely 6 seconds, users are likely to create and share videos from
their smartphones.
It will be interesting to see if and how these bite-sized pieces of content will change the playing field when it
comes to video-based social media.
5. Foursquare Will Decline Sharply
With stale traffic numbers and significant difficulties raising capital in 2013, Foursquare continues to struggle its
way towards 2014.
With other social networks like Facebook, Instagram, and Twitter offering location-based features, it seems like
only a matter of time before Foursquare folds and their users are absorbed into other networks.
6. MySpace, Love it or Hate it, Will Grow
With their radical makeover and re-branding efforts earlier this year, MySpace appears to be getting its second
wind. Offering an iPhone app that allows users to network, receive private messages and listen to their own
personalized radio station, MySpace seems to be on track for growth in 2014.
MySpace may never compete in the same space as Facebook or Twitter, but it will be interesting to see how the
network grows among bands and music-lovers.
7. LinkedIn Will Become a Major Player for B2B Business Growth
Still holding steady as the #1 social networking site for professionals with 238 million users, LinkedIn isn’t just
sitting on its heels. The launch of its Influencers program, LinkedIn is positioning itself as not only another
networking site, but as one of the largest sources of content creation and curation for professionals.
As it grows and attracts even more users, the advantages of being “linked in” will become enormous for B2B
marketers. For a guide on how to use LinkedIn for Marketing, see my article “The Ultimate Guide to LinkedIn
Marketing.”
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SOCIAL MEDIA TRENDS: 2014
Final Thoughts
Facebook and Twitter show no signs of imminent decline, but it will be interesting to see how they innovate to
keep up with the growth of Google+ as well as image and video-based networks.
With social media behemoth Facebook turning 10 in 2014, they’ll continue to focus efforts on mobile, and on
offering advertisers opportunities to better target their ads. And while Twitter continues to be the golden child
amongst B2B marketers, It will be curious to see if and how the rise of Google+ will impact its market share.
While most business owners are aware of the necessity of having a social media strategy, 2014 will be the year
where a majority will finally understand the necessity to commit the necessary time and resources to their social
media efforts. It will be exciting to see which up-and-coming networks grab a share of the market, and which have
already run their course. A recommended article for business owners looking to build social media presence:
“How to Determine Which Social Media Network Fits Your Business.”
Source (Jayson DyMers, Forbes)
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MARKE TING STR ATEGIES
MARKE TING STR ATEGIES
Five Tips to Improve your Marketing in 2014
The New Year could mean new and exciting things for your business’s marketing as long as you’re willing to
revamp. Marketing techniques change almost on a daily basis and if you want to stay current when 2014 rolls
around, as well as, keep up with your competitors, then it’s out with the old and in with the new in terms
of marketing strategies. With marketing refinement in mind, here are five tips to improve your business’
promotional efforts in 2014:
1. Redefine Marketing Diversit y
If you only follow one tip when it comes to improving your business’s marketing for the New Year, then make
it marketing diversification. What this means is utilizing every channel possible to get your promotional and
advertising points across. Make sure you’re content marketing across all platforms.
Continue creating valuable content that’s relevant to your brand and your customers, but make sure that content
is diverse enough to flow across all media platforms - especially social media. Besides, content marketing and
social media are quickly becoming dependent on one another.
2. Aim for a Massive Audience, but Cater to the Individual
As stated above, diversity is essential to marketing success, especially considering radio and television marketing
is quickly becoming a thing of the past for businesses both large and small. In the event you want to target a
massive audience, then online and mobile marketing is the future.
But, just because your marketing to the online masses doesn’t mean your message has to be generic in nature.
Catering to individual wants, desires and needs it’s what builds trust and ongoing customer relationships. As a
result, make your marketing campaign large enough to reach a global audience, but small enough to tailor to
niche audiences.
3. Never Underestimate the Power of Images (and Videos)
Whether it is photo-heavy blog posts or content marketing with supporting images, content that appeals to the
visual senses will simply draw a larger audience.
Sites like Pinterest, Instagram and Buzzfeed are proof that pictures are worth a thousand words, which is exactly
why your marketing should utilize the visual medium.
Likewise, video is a marketing miracle worker, especially when your business’s marketing videos are unique
and engaging enough to go viral. But, even if it’s simply to promote your goods and services, introduce your
employees, or give product tutorials, video is quickly finding its place in marketing for 2014.
4. New Design for the New Year
Marketing design is fast becoming the focal point for company branding, so it’s imperative your business put just
as much effort into campaign design as the branding itself.
After all, your marketing design is equally as defining as the message your business is trying to get across. Due to
that, just remember that the New Year means a new design.
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MARKE TING STR ATEGIES
5. As Always, Keep it Brief
No matter what form of marketing your business goes with or what avenue your campaigning takes for the New
Year, the shorter the better.
With attention spans dropping like the ball in Times Square, content that’s short and sweet is more likely to be
read from beginning to end. It’s just that simple.
By following the tips above, your business will improve its chances of starting 2014 off right with a reinvigorated
marketing strategy.
Source (Adam Groff)
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MARKE TING STR ATEGIES
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MARKE TING STR ATEGIES
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MARKE TING STR ATEGIES
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BRANDING PLAN
BRANDING PLAN
Branding research is conducted on an annual basis by the MCCS Marketing Division Camp Pendleton to assess
current patron usage and perceptions of MCCS programs. In conjunction with marketing a consistent MCCS brand
image, the research and assessment is conducted with active duty Marines, family members and
retirees in the MCCS Annual Assessment.
Strategies
The key objective is to evaluate perception and attitude to help define MCCS programs aboard Camp Pendleton.
• Assess MCCS patron perception through the most cost-effective survey methods and the
highest reach
• Assess the competitive advantage of MCCS
• Implement research findings and recommendations
• Integrate new media branding
• Identify untapped channels of opportunities
Implementation Objectives
• Assessments are conducted annually with three separate groups of respondents: active duty Marines, family
members and retirees
• Obtain input and review survey instrument with MCCS Division Directors
• Integrate Website, Facebook, Twitter and email in obtaining survey participants and promoting message
* Promote tag line, “In Step With You” that communicates the MCCS promise
* Continue to refresh the MCCS website with new branding message
• Update and integrate promotional videos with new branding message
*2013 Annual MCCS Branding Customer Research Study on the next page and mccsCP.com
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RESEARCH
RESEARCH
MCCS Research Methods
MCCS Annual Assessment
A comprehensive research study conducted annually to analyze and track target market perceptions of MCCS
programs, services and facilities. Participants include active duty service members, family members and retirees.
Research methods include: Online mccsCP.com website survey, Door-to-Door base housing survey and Focus
Groups. MCCS Divisions are solicited for survey questions and a thorough report is provided to each Division at
the conclusion of the study. (See pg 30)
Focus Group
A focus group is a form of qualitative research in which a group of people are asked about their perceptions,
opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea or packaging. Questions
are asked in an interactive group setting where participants are free to talk with other group members. It is an
interview, conducted by a trained moderator among a small group of respondents. The interview is conducted in
an unstructured and natural way where respondents are free to give views from any aspect. Available on request
from any Division.
Google Analy tics
Measures advertising Return on Investment (ROI), as well as, tracks flash, video and social networking sites and
applications. All MCCS Divisions who maintain a presence on the mccsCP.com website may request a custom
report of activity on their specific webpage at no charge.
HQMC Retail Associate Satisfaction Index (A SI)/Customer Satisfaction Index (CSI)
HQMC Quantico conducts annual retail ASI/CSI surveys Marine Corps command-wide to measure associate and
customer satisfaction levels. Measuring and improving satisfaction levels is a priority for MCCS.
HQMC Qualit y of Life (QOL) Sur vey
HQMC Quantico conducts Marine Corps command-wide surveys every 5 years to assess quality of life programs
for Marines and families. The 2013 survey will have published results in 2014.
Interactive Evaluation (ICE)
The ICE DoD web-based system for customer feedback is implemented into the mccsCP.com website. The system
allows DoD customers to quickly and easily provide feedback to service provider managers aboard the base.
It gives leadership timely data on service quality and allows managers to benchmark the performance of their
service providers against other organizations. The system is provided at no charge to all DoD organizations.
Strategic Of f-Site
Conducted at the request of any MCCS Division by a professional facilitator. Recommended for any business in
the infancy, growth or decline stage looking to develop a long-term plan built with solid business, marketing and
personnel tactics. There is a fee for this service.
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RESEARCH
SWOT Analysis
A strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities and Threats involved in a
project or business. It involves specifying the objective of the business venture or project and identifying the internal
and external factors that are favorable and unfavorable to achieve that objective. See example on next page.
Strengths: Characteristics of the business or team that give it an advantage over others in the industry
Weaknesses: Characteristics that place the business at a disadvantage relative to others
Opportunities: External chances to make greater sales or profits in the environment
Threats: External elements in the environment that could cause trouble for the business
Website Sur veys
Surveys are conducted on an as needed basis on the mccsCP.com website. Data is compiled by the Marketing
Division and then provided to the Division Director. There is no charge for this service.
Ambassador Program
The Ambassador Program consists of marketing savvy individuals from each of the operating divisions.
Ambassadors meet quarterly to discuss trends, best practices, branding, social media and customer service.
30
RESEARCH
SWOT (Strengths, Weaknesses, Opportunity and Threats)
Example Analysis
POSITIVE
STRENGTHS
INTERNAL
FACTORS
NEGATIVE
S
WEAKNESSES
W
• Goes under the sea using
a tube
• Get stuck in the transbay
tube
• Fifth Busiest Rail Transit
in USA
• Fifth Busiest Rail Transit
in USA
• Adapts to new Tech:
Clipper Cards
• The Seats
• Wifi and Cellphone
Coverage
• Has Own Police Force
• Operators are chipper
• Students ride free
OPPORTUNITIES
• New Train Cars
• New Seats
EXTERNAL
FACTORS
O
THREATS
T
• BART train cars are very
expensive to maintain
• Funding hard to secure
from taxpayers
• Employee Strike
• Misc Protest
31
mccsCP.com/marketingplan
RESEARCH
MCCS Annual Assessment 2013
Executive Summary
The Marine Corps Community Services (MCCS) Annual Assessment analyzes and compiles target market
perceptions of MCCS programs, facilities and services.
The methodology employed was participatory action research that was conducted over a period of one month,
Jun-Jul 2013, and included a survey of 75 questions for a total of 2,453 respondents through online access. The
research results have been compiled in this report.
The objective of this assessment includes gaining new insights into the opinions of Camp Pendleton program and
facility users, as well as, comparing prior year research to determine trends, cultural changes and satisfaction
within MCCS programs.
Please Note: Some answers may not total 100% due to multiple responses or no response
Methodology
Market Analysis
Online survey conducted Jun 24 thru Jul 14, Marine Corps Base, Camp Pendleton
Sample Size
Online survey: 2,453
Outreach Sources
mccsCP.com
MCCS Facebook
Twitter
MCCS e-Newsletter
Theater Slide
Electronic Marquee Messages
Single Marine Program
MCCS Coordinator Network
Family Readiness Officer Network
Camp Pendleton Base Website
Camp Pendleton Base Facebook
HQ MCCS email
32
RESEARCH
Respondent Profile
RANK
TOTAL
PERCENTAGE
E1-E5
1075
45%
E6-E9
701
29%
01-07+
192
8%
W1-W5
42
2%
Retired
84
3%
Spouse
267
9%
Civ/DoD
92
4%
AGE
TOTAL
PERCENTAGE
18-24
624
25%
25-32
912
37%
33-40
525
22%
41-49
254
10%
50+
138
6%
66%
Female
87%
Married
73%
Have Children
50%
Reside On-Base
36%
$25K-$49K Income Range
40%
Have Some College
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mccsCP.com/marketingplan
RESEARCH
Survey Results
May not total 100% due to multiple responses
1. What type(s) of Radio Station(s) do you listen to?
(Check all that apply)
2. How do you prefer to receive MCCS information?
(Check all that apply)
Top 40
Website
Country
Social Media Sites
(Facebook..)
Rock
Direct Mail
Jazz/Soft
Rock
Email
Fliers
Talk Radio/
News
Banners
Sports
Marquees
3. What is your attitude towards eating, drinking, socializing
and recreating on-base?
4. How often do you eat lunch on-base?
Daily
I enjoy spending
time on-base
and utilizing the
benefits
2-3 times per
week
I only utilize the
facilities if I have to
Weekly
I prefer not to eat/
drink/socialize/
recreate on-base
Monthly
Occasionally
5. How often do you “Dine” on-base? (sit down restaurant)
Never
6. What do you consider when selecting food options
on-base? (Check all that apply)
Daily
2-3 times per week
Quality of Food
Weekly
Menu
Monthly
Location
Fast Service
Occasionally
Convenience
Never
Operational Hours
Place for the family
Ambiance/
atmosphere
Separate Bar
34
RESEARCH
7. How often do you eat fast food?
8. How often do you eat at a casual dining restaurant?
Daily
Daily
2-3 times
per week
2-3 times
per week
Weekly
Weekly
Monthly
Monthly
Occasionally
Occasionally
Never
Never
9. How often do you eat at a fine dining restaurant?
Daily
10. Would you order beer/wine at a fast food restaurant?
Beer
2-3 times
per week
Wine
Weekly
Both
Monthly
Never
Occasionally
Never
11. What type of restaurant(s) would you like to see at
Mainside? (Choose all that apply)
Bars/Clubs
Additional
Coffee Shops
Take-Out
Restaurant
Sit-Down
Restaurant
12. How often do you dine in the “Evening” aboard
Camp Pendleton?
Daily
2-3 times
per week
Weekly
Monthly
Occasionally
Never
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RESEARCH
19. Identify Sports/Events you would like Youth Sports to
offer. (Check all that apply)
20. How often do you recreate in the “Evening” aboard
Camp Pendleton? (Movies, Beach, Bowling, Golf, etc.)
Daily
Lacrosse
2-3 times
per week
Rugby
Softball
Weekly
Tennis
Monthly
Volleyball
Occasionally
Never
21. What types of sports does your family enjoy?
(Check all that apply)
22. Please identify new athletic Events/Races you would like
to see offered?(Check all that apply)
Tackle Football
Flag Football
Off-Road
Duathlon
Rugby
Cycle Cross
Race
Soccer
Mountain
Bike Weekly
Series
Baseball
Race
Training
Programs
Basketball
Softball
24. Please identify the Semper Fit Facilities you utilize in the
Mainside Area
Lacrosse
Auto Skills
Center
23. Are you familiar with the Commanding General’s
Cup Series?
Paige
Fieldhouse
13 Area
Pool
14 Area
Pool
Yes
Stables
Recreation
Checkout
No
Skeet/Trap
Range
Lake
O’Neill
36
RESEARCH
25. Have you utilized the Family Member Employment (FMEAP)
Program in the last year?
If yes, for what specific reason: Job Assistance, Resume Writing
Yes
26. Have you utilized the Personal Financial
Management (PFMP) Program in the last year?
If yes, for what specific reason: Budget, Financial Loan Management,
Debt, Referred by Navy Relief Society
Yes
No
No
27. Have you utilized the Relocation Program in the
last year?
If yes, for what specific reason: PCS Move, Lending Locker, Resources
28. Have you utilized the Information and Resource Program
in the last year?
If yes, for what specific reason: Child Care, Employment Assistance,
Programs Available
Yes
Yes
No
No
29. Are you aware that spouses are encouraged to attend
the Transition Resource Seminar, the five-day workshop for
Marines and Sailors transitioning out of the military?
30. In the past year, how often have you utilized one of the
libraries aboard Camp Pendleton?
Never
Yes
1-3
times
No
3-6
times
7+
times
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RESEARCH
31. Do you utilize any of the following Family Care
Programs? (Check all that apply)
Child
Development
Centers
32. Have you ever attended a CREDO (Chaplains Religious
Enrichment Development Operation) retreat?
Yes
School Age
Care
Family Child
Care
No
Exceptional
Family
Member
Program
Youth & Teen
Program
None
33. Are you aware of the DSTRESS Line Program?
34. Are you aware of the Leadership Scholar Program?
Yes
Yes
No
No
If yes, how do you know about the DSTRESS Line Program?
(Check all that apply)
If yes, how do you know about the Leadership Scholar
Program? (Check all that apply)
Website
Website
Social Media
(Facebook,
Twitter, etc.)
Social Media
(Facebook,
Twitter, etc.)
Banners/
Posters
Banners/
Posters
Phone
Directory Ad
Phone
Directory Ad
Command
Briefs
Command
Briefs
Family
Readiness
Officer (FRO)
Family
Readiness
Officer (FRO)
Single Marine
Program (SMP)
Single Marine
Program (SMP)
Spouse
Spouse
Word of Mouth
Word of Mouth
Not Familiar
Not Familiar
38
RESEARCH
35. Is the Pacific Views Event Center your first choice for
hosting social events?
36. Do you own a Recreational Vehicle (RV)?
If not, where do you host events? Community Center, House, Beach,
Restaurants in town, Golf Course, Lake O’Neill
Yes
Yes
No
No
I didn’t
know it was
available to
host special
events
37. How often do you stay in your RV aboard Camp Pendleton?
1-3 times
per year
4-6 times
per year
7+ times
per year
38. If you own an RV, where do you stay on Camp Pendleton?
(Check all that apply)
Lake
O’Neill
Del Mar
Beach
Resort
San
Onofre
Beach
I don’t own
an RV
39. Does the Marine Memorial Golf Course provide a
venue suitable for your catering needs?
40. Have you used a Laundromat facility aboard Camp
Pendleton in the last year?
Yes
Yes
No
I was not
aware
there was
catering
facilities
No
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mccsCP.com/marketingplan
RESEARCH
41. How many times per month do you use a vending
machine aboard Camp Pendleton?
1-5 times
42. What do you purchase most frequently from onbase vending machines?
Water/
Sports
Drinks/
Juices
6-10 times
Soda
11-15 times
Snacks
(cookies,
chips, etc.)
16+ times
Meal Foods
None
Other
43. Do you use the Beauty Shops aboard Camp
Pendleton?
44. If you use the Beauty Shops on-base, how often?
More than
once a month
Yes
Once a month
Every 2-3
months
No
2-3 times
per year
I don’t use the
Beauty Shops
on-base
45. Do you prefer the Optical Shop at the Pacific
Views MCX or Mainside Center?
46. Are the MCCS Camp Pendleton Lodging facilities your first
choice when hosting families or friends from out of town?
Pacific
Views MCX
Mainside
Center
Yes
Neither
No
40
RESEARCH
47. Does the Pacific Views MCX meet your shopping needs? If
not, why? Too expensive, selection of clothing, prices, variety
48. What product(s) would you like to see added to the
current assortment at the Mainside MCX?
Cell Phones
Yes
No
Junior
Apparel
Young
Men’s Dress/
Business
More
Electronics
More
Housewares
49. Is the MCX your first choice for furniture and major
appliances? Why or why not? Pros: No sales tax, convenient,
quality. Cons: Selection, prices
More
Children’s
Clothing
More
Sporting
Goods/Toys
Yes
No
50. If the MCX is not your first choice, where do you prefer
to purchase appliances?
Best Buy
Pacific Sales
51. Do you feel the Country Store at Mainside should change
its operational hours to stay open later?
Sears
Home Depot
Yes
No
52. Are you aware that MCCS Camp Pendleton has three
military clothing store locations?
Yes
No
Lowes
Craig’s List
53. Is the newly installed Mainside Gas Station marquee
an effective means of communicating gas prices and
convenience store specials?
Yes
No
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mccsCP.com/marketingplan
RESEARCH
Key Findings
Business Operations-Ser vices and Recreation
1.
Sit-down restaurant is the preferred food addition to Mainside, quality of food is
most important
2.
Patron interest in evening dining aboard the base is minimal
3.
There is not a high interest in ordering beer/wine at fast food restaurants
4.
Family activities are very important
5.
Most respondents did not know Pacific Views Event Center or Marine Memorial Golf Course hosted
social events
6.
Most of the respondents don’t own an RV, the Del Mar Beach Resort is most often utilized for
RV owners
7.
Very few respondents utilize on-base laundromats
8.
Water/Sports Drinks are the preferred vending machine purchase
9.
Majority of respondents do not utilize Beauty Shops
10. Majority of respondents do not utilize Vision Centers, those that do prefer Pacific Views MCX
for convenience
Top Six Restaurant/Fast Food Loyalties:
1. McDonald’s
2. Panda Express
3. Subway
4. Olive Garden
5. Chili’s
6. Chipotle
Business Operations-Retail
1.
MCX Pacific Views meets shopping needs
2.
MCX is not the first choice for appliance purchases: Best Buy, Sears and Lowes
3.
Mainside Gas Station marquee is very effective
What items should be added to the MCX Marine Mart assortment?
1.Clothing
2. More variety of snacks/beverages
3. More healthy eating options
4.Electronics
42
RESEARCH
Semper Fit
1. High degree of patron participation at Lake O’Neill, Paige Fieldhouse and Auto Skills Center
2. Softball is the preferred addition to the Youth Sports Program
3. Race Training Programs are the preferred new offering for Race Series
4. Soccer is the number one family sports
5. Majority of respondents recreate on-base by choice
Marine and Family Programs
1. Respondents reported very low participation in the following programs:
Family Member Employment, Personal Financial Management, Relocation, Information and Referral and the Chaplains Religious Development Operation
2. Just under half of respondents knew spouses were encouraged to attend Transition Seminars
3. Majority of respondents do not utilize the libraries
4. Majority of respondents do not utilize Family Care Programs
Summary
MCCS customers continue to utilize mccsCP.com as their primary choice for
receiving information. Email and social media platforms have also outpaced traditional advertising as a means for
finding “need to know” content. Almost 80% of respondents enjoy spending time on-base and most prefer Top 40
music. Even programs and services with a low usage rate are found on the website. Convenience continues to be
the driving force for patron utilization of programs and services.
43
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DEMOGRAPHICS
DEMOGRAPHICS
MARINE CORPS ACTIVE DUTY
DEMOGRAPHICS
Active Duty
Married
Single Marines
21,798
Officer
174,226
Enlisted
196,024
Total
15,156 (69.5%)
Officer
78,300 (44.9%)
Enlisted
93,456 (47.7%)
102,568
ACTIVE DUTY/RESERVES/RETIREES SERVICE
DEMOGRAPHICS
Marines
Army
Navy
Air Force
Active Duty
196,024
535,247
312,877
328,658
Total
Reserve/
Guard
36,840
659,027
112,701
217,845
Total
Retirees
135,599
756,680
502,731
684,958
Total
368,463
1,950954
928,309
1,231,461
Dual Military
7,673
Total
Total Family
Members
86,059
Spouses
115,047
Children
250
Parents
201,356
Total
(Data Source: ODSE-Dec 2012, DMDC-Dec 2012).
MARINE CORPS BASE POPULATION
Officer
Enlisted
Total
MCLB Barstow
12
87
99
WEST
MCAS Miramar
1,055
7,974
9,029
MCB Camp Pendleton
3,161
35,221
38,382
MCAGCC 29 Palms
778
10,748
11,526
MCAS Yuma
406
3,176
3,582
Bridgeport
17
188
205
MCRD San Diego
275
4,183
4,458
MCB Hawaii
668
6,273
6,941
EAST
MCLB Albany
77
251
328
MCB Camp Allen
295
1,241
1,536
MCAS Beaufort
325
2,986
3,311
Blount Island Command
27
231
258
MCAS Cherry Point
998
7,831
8,829
MCB Camp Lejeune
2,919
35,171
38,090
MCAS New River
728
5,842
6,570
HQBN HQTRS Henderson
Hall
870
653
1,523
MCB Quantico
2,843
3,873
6,716
MCRD Parris Island
208
4,937
5,145
Marine Barracks 8th & I
49
1,051
1,100
MARFORRES, New Orleans
824
6,450
7,274
MCB Camp Butler
1,414
11,703
13,117
MCAS Iwakuni
169
1,681
1,850
MCI WEST PAC
45
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DEMOGRAPHICS
The Marine Corps “A Young and Vigorous Force”
The Marine Corps is the youngest, most junior, and least married of the four military Services.
• 62% of Marines are 25 or younger
• 23% of Marines are not old enough to legally consume alcohol
• 41% of Marines are LCpl or below (other Services are between 18% -23%)
• 47.7% of Marines are married (next closest is Navy at 52.5%)
• One Officer per 8.0 Marines (next closest is Navy with one Officer per 4.9 Sailors)
Marine Corps families are “younger” than those of the other military Services.
• The average age of Marine Spouses is 28.6 (next closest is Army at 31.0)
• Average age for a married Enlisted Marine 27.8 (average age is 30.6 years old for all other services)
• Average Age of a Marine at birth of first child is 24.1 years old
The Marine Corps has slightly fewer active duty personnel than family members. There are 196,024 active duty
Marines and 201,356 family members: 86,059 spouses, 115,047 children, and 250 parents (TFDW –Dec 2012).
This close relationship, 49:51, is unique among the military Services. The active duty to family member ratios of
the Army, Navy and Air Force are all approximately 40% Service members to 60% family members
(Data source: DMDC – Dec 2012).
SNCOs have by far the greatest number of family members of any ranking group.
Family Members by Rank Grouping
Marine and Family
(Data Source: TFDW - Dec 2012)
(Data Source: TFDW - Dec 2012)
80,000
115,047
250
Children
Spouse
60,000
86,059
40,000
21,798
174,226
Officer
Enlisted
20,000
Parents
0
Pvt/LCpl
19,120
NCO
66,330
SNCO
77,466
WO
5,766
Co Gde
14,616
FId Gde
17,905
General
153
When considering the number of active duty Marines and family members, the enlisted ranks account for
approximately 85% of the combined population. The ratio of Enlisted Marine and family member to Officer
Marine and family member is approximately 5.6:1 (Data source: TFDW – Dec 2012).
46
DEMOGRAPHICS
As of Dec 2012, 48% of Marines are married (44.9% of Enlisted Marines and 69.5% of Officers).
(Data source: TFDW –Dec 2012).
Percentages by Rank Percent Change Since June 2012
18.7% of Junior Enlisted (Pvt-LCpl)
1.7% 60.0% of NCOs (Cpl-Sgt)
0.5%
82.6% of SNCOs (SSgt-SgtMaj/MGySgt)
0.3%
88.8% of Warrant Officers (WO-CWO5)
0.3%
56.5% of Company Grade Officers (2ndLt-Capt)
1.5%
89.6% of Field Grade Officers (Maj-Col)
95.4% of General Officers (BGen-Gen)
0.1%
Decrease
Increase
Increase
Decrease
Increase
No Change
Decrease
Of the four military Services, the Marine Corps has the lowest percentage of married personnel
(Data source: DMDC –Dec 2012).
Percent of Married Active Dut y by Ser vice
Data Source: DMDC-June 2012
70%
50%
30%
10%
0%
Marine Corps
48.9%
Navy
53.4%
Army
59.8%
Air Force
58.3%
From 2008 to 2011, the marital rates for the Marine Corps and Army have steadily increased and marital rates for
Air Force and Navy have decreased slightly. Marital rates for all services decreased slightly in 2012.
(Data source: DMDC - Dec 2012)
Percent of Married AD by Ser vice Since 1992
Data Source: DMDC-Dec 2012
47
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DEMOGRAPHICS
• The overall annual divorce rate for the Marine Corps was 3.4% for FY2012.
• When examining the divorce rate for female Marines, the rate has had an increasing trend, from 7.2% in 2006 to
8.8% at the end of FY12, an increase of 1.6%.
• Marines overall divorce rate in FY2012 was 29 (Broken down: 35 for Officers and 27 for Enlisted). The largest
percentage of divorced Marines were from the enlisted ranks ( 18% Pvt – LCpl ;45% NCOs ; 20%SNCOs)*
• In FY2012, the divorce rate for Marines with a deployment history was 3.7%, compared to 3.8% for Marines with
no deployment history. Since FY2004, there has been no large difference in the divorce rate for Marines with a
deployment history and with no deployment history*
• There was an average of 1.2 children involved in each divorce during FY2012*
• 5,829 single Marines have 8,565 dependent children (3.0% of all Marines)*
• The Marine Corps has 7673 dual military families*
• The average Marine family has 1.16 children*. For purposes of this fact sheet, the Marine family is defined as the
number of married Marines with a child, the number of married Marines without a child, and the number of single
Marines with a dependent child.
• The largest age group of children as categorized below is the School-Age group (defined as 6 to 12 years) with
40,052 children. 50% of Marine Corps children are 5 years of age or younger, compared to approximately 42% for
the other Services.*
*(Data Source: DMDC – FY2012).
• Infants – 0 to 12 mos
• Pre-toddlers – 13 to 24 mos
• Toddlers – 25 to 36 mos
• Preschool – 4 & 5 yrs
• School-Age – 6 to 12 yrs
• Teen – 13 to 18 yrs
• Young Adult – 19 yrs
48
DEMOGRAPHICS
US Marine Corps Salary Range by Rank Enlisted Personnel and Officers
INSIGNIA
TITLE
ABBREVIATION
PAY GRADE
SALARY RANGE
Private First ClassPFC E-2$20,398-$20,398
Lance CorporalLCplE-3$21,449-$24,178
CorporalCplE-4$23,756-$28,840
SergeantSgtE-5$25,913-$36,770
Staff SergeantSSgtE-6$28,285-$43,808
Gunnery SergeantGySgtE-7$32,702-$58,774
Master SergeantMSgtE-8$47,041-$67,097
First Sergeant1stSgtE-8$47,041-$67,097
Master Gunnery SergeantMGySgtE-9$57,467-$89,222
Sergeant MajorSgtMajE-9$57,506-$89,222
Sergeant Major of the Marine Corps
SgtMajMarCor
E-9
$57,467-$89,222
Warrant Officer 1W1W-1$33,739-$58,298
Chief Warrant Officer 2W2W-2$38,434-$64,156
Chief Warrant Officer 3W3W-3$43,434-$76,194
Chief Warrant Officer 4W4W-4$47,567-$88,600
Chief Warrant Officer 5W5W-5$84,575-$110,675
Second Lieutenant2ndLtO-1$34,517-$43,430
First Lieutenant1stLtO-2$39,769-$55,037
CaptainCaptO-3$46,026-$74,880
MajorMajO-4$52,348-$87,404
Lieutenant ColonelLtColO-5$60,671-$103,079
ColonelColO-6$72,778-$128,840
Brigadier GeneralBGenO-7$98,190-$146,704
Major GeneralMajGenO-8$118,174-$170,359
Lieutenant GeneralLtGenO-9$167,011-$207,173
GeneralGenO-10$190,958-$234,803
There are numerous allowances or bonuses Marines may obtain to increase their salary including:
1. Flight Pay
2. Sea Pay
3. Hazardous Duty Pay
4. Proficiency Pay
5. Education Training Compensation
6. Family Separation Allowance
7. Overseas Housing Allowance
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DEMOGRAPHICS
Age
The average age of a married Enlisted Marine is 27.75, lower than the other military Services
(Data source: TFDW – Dec 2012, DMDC –Dec 2012).
Of the four Services, the Marine Corps has the youngest average age for spouses, 28.6.
(Data source: DMDC – Dec 2012)
The average age at which a Marine has his or her first child is 24.1 (Data source: DMDC – Dec 2012).
Average Age of Married Enlisted Personnel
40
35
30
25
0
Marine Corps
27.7
Navy
30.6
Army
30.7
Air Force
30.6
Of the overall Marine population, 120,756 (62%) of all Marines are age 25 or younger, 45,343 (23%) of Marines
are not old enough to legally consume alcohol, and 25,683 (13%) are teenagers (Data Source: TFDW – Dec 2012).
Average Age of Spouse
40
35
30
25
0
Marine Corps
28.6
Navy
32.1
Army
31.0
Air Force
31.7
Average Age of at Birth of First Child
40
35
30
25
0
Marine Corps
24.1
50
Navy
26.1
Army
25.4
Air Force
26.4
DEMOGRAPHICS
Service Trends
The end strength of the active duty Marine Corps has increased since 2001 by 13.48% (from 172,735 to 196,024).
Of the remaining three military Services, the Army has experienced an increase of 12.38%, while a decrease was
experienced by the Navy of 15.86% and the Air Force of 5.64%. (Data source: DMDC – Dec 2012, TFDW –Dec 2012).
The Marine Corps is easily the most junior of all the military Services. The Marine Corps has the highest percentage
of members who hold the rank of Private, Private First Class, or Lance Corporal (41%) The Marine Corps also has the
highest percentage of personnel married at rank E-3 or below. (Data source: TFDW – Dec 2012).
Percent at Rank E-3 Below and Percent Married
The Marine Corps has the highest Enlisted to Officer ratio of any of the four military Services
(Data source: DMDC – Dec 2012, TFDW – Dec 2012).
Enlisted Members Per Of ficer
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DEMOGRAPHICS
Service Trends
The total Active Duty force has served an average of 5.4 years. 55% of the total Active
Duty force has served less than 4 years (Data source: TFDW – Dec 2012).
Years of Active Dut y
Officers have served 10.7 years on average, while 59% of all Enlisted personnel have
served less than 4 years of active service (Data source: TFDW – Dec 2012).
Of ficer Years of Active Dut y
Enlisted Years of Active Dut y
52
DEMOGRAPHICS
During 2012, 59,287 Marines had deployed to Operation Enduring Freedom.
The Marines who were deployed had 55,709 dependent family members
(Data Source: TFDW –Dec 2012).
DEPLOYMENT HISTORY
Number of Marines
Deployed to OEF/OIF*
CY2003
CY2004
CY2005
CY2006
CY2007
CY2008
CY2009
CY2010
CY2011
CY2012
Number of Dependent
Family Members
Active Duty
90,346
79,285
Activated Reservist
38,439
13,934
Active Duty
66,138
55,998
Activated Reservist
22,308
8,613
Active Duty
70,994
60,700
Activated Reservist
9,156
3,880
Active Duty
70,030
53,804
Activated Reservist
8,210
6,514
Active Duty
67,101
65,403
Activated Reservist
7,151
5,318
Active Duty
67,734
60,920
Activated Reservist
9,666
4,580
Active Duty
70,600
64,425
Activated Reservist
9,443
8,852
Active Duty
60,417
53,264
Activated Reservist
5,901
4,827
Active Duty
63,908
58,473
Activated Reservist
9,737
9,621
Active Duty
52,334
48,857
Activated Reservist
6,953
6,852
* The annual figure double counts Marines (Dependent Family Members) who may have deployed twice within a calendar year.
As of Dec 2012, 10,871 (5.3%) Marines were currently deployed to Operation Enduring Freedom
(Data Source: TFDW –Dec 2012).
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DEMOGRAPHICS
Gender, Ethnicity, Education
The Marine Corps has the lowest percentage of females of any military services
(Data source: DMDC – Dec 2012).
Percentage of Female Members
Minorit y representation within the Marine Corps (as well as the other three militar y services) has
increased since 1995 with the exception of African Americans
(Data Source: TFDW – Dec 2012).
• The percentages of ethnic minorities are:
• Hispanic: 13.1% of the Marine Corps (9% in 1995)
• Black and African American: 10.2% of the Marine Corps (16% in 1995)
• American Indian, Alaskan Native, Asian, Pacific Islander, Orphans of By Race,
Declined to Respond: 7.5% of the Marine Corps (4% in 1995)
Ethnic Demographics of the Marine Corps
(Data source: DMDC – Dec 2012).
54
DEMOGRAPHICS
Approximately 94% of the Marine Corps hold at a minimum a High School degree or equivalent. 85% of Officers hold
Bachelor’s degrees, Masters Degrees, or Doctorates.
(Data Source: TFDW – Dec 2012).
Marine Corps Of ficer Education Profile
(Data Source: TFDW – Dec 2012).
Marine Corps Enlisted Education Profile
(Data Source: TFDW – Dec 2012).
Percentages at 0% truly represent values less than 1%
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DEMOGRAPHICS
Reser ves
There are 103,993 Ready Reserve Marines (Data Source: ODSE – Dec 2012). Percentages by Ready Reserve type are:
Selected Reserve (35.43%):
• Selected Marine Corps Reserves (SMCR)
• Individual Mobilization Augmentee (IMA)
• Active Reserve Marine (AR)
Individual Ready Reserves (61.59%)
Other Reserve Categories (2.99%):
• Initial Active Duty for Training
• Under Reserve Contract
Selected Marine Corps Reser ves
There are 36,840 Selected Marine Corps Reserves, Individual Mobilization Augmentees, and Active Reserve Marines
(Data Source: ODSE – Dec 2012).
The SMCR, IMA, and AR are comprised of 10.9% Officers and 89.1% Enlisted personnel
Number of Selected Reser ve Marines by Ranking Group
The overall average age for SMCR, IMA, AR is 26 (25 is the average age for Enlisted Marines while 38 is the average
age for Officers) (Data Source: ODSE – Dec 2012).
Selected Marine Corps Reserves, Individual Mobilization Augmentees, and Active Reserve Marines NCOs have the
greatest number of family members of any ranking group (Data Source: ODSE – Dec 2012).
Number of Dependents of Selected Reser ve Marine by Randing Group Reser ves
As of Dec 2012, 32% of the total SMCR, IMA, and AR are married (27% of Enlisted Marines and 73% of Officers
are married)*
16,000
12,000
8,000
4,000
0
Pvt/LCpl
3,412
56
NCO
12,087
SNCO
4,494
WO
741
Co Gde
1,314
FId Gde
5,856
General
31
DEMOGRAPHICS
Percentages by rank are:
• 10% of Junior Enlisted Marines (Pvt-LCpl)
• 41% of NCOs (Cpl-Sgt)
• 81% of SNCOs (SSgt-SgtMaj/MGySgt)
• 81% of Warrant Officers (WO-CWO5)
• 52% of Company Grade Officers (2ndLt-Capt)
• 83% of Field Grade Officers (Maj-Col)
• 92% of General Officer (BGen-Gen)
Approximately 99% of the SMCR, IMA, and AR hold at a minimum a High School Degree or equivalent. 84% of
Officers hold Bachelor’s degrees, Masters Degrees, or Doctorates*
Individual Ready Reser ves
There are 64,048 Individual Ready Reserves*
The Individual Ready Reserves are comprised of 3.9% Officers and 96.1% Enlisted personnel*
The overall average age for Individual Ready Reserve is 26 (25 for Enlisted Marines and 33 for Officers are the
average ages)*
Individual Ready Reserve NCOs have by far the greatest number of family members of any ranking group*
As of Dec 2012, 43% of Individual Ready Reserve are married (43% of Enlisted Marines and 47% of Officers
are married)*
Percentages by rank are:
• 44% of Junior Enlisted Marines (Pvt-LCpl)
• 43% of NCOs (Cpl-Sgt)
• 75% of SNCOs (SSgt-SgtMaj/MGySgt)
• 82% of Warrant Officers (WO-CWO5)
• 37% of Company Grade Officers (2ndLt-Capt)
• 74% of Field Grade Officers (Maj-Col)
99% of the Individual Ready Reserves hold at a minimum a High School Degree or equivalent. 94% of Officers hold
Bachelor’s degrees, Masters Degrees, or Doctorates
Other Reser ve Categories
There are 3,105 ‘Other Reservists’*
• These ‘Other Reservists’ are comprised of all Enlisted personnel, rank LCpl and below*
• The average age of these ‘Other Reservists’ is 20*
• ‘Other Reservists’ have 123 family members*
• As of Dec 2012, only 2% of the ‘Other Reservists’ are married*
• 99% of the ‘Other Reservists’ hold at a minimum High School Degree or equivalent*
*(Data Source: ODSE – Dec 2012).
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DEMOGRAPHICS
Camp Pendleton Daily Population Snapshot
DAILY BASE POPULATION
Marine Corps
38,000
Navy
4,000
Base Housing Family Members
17,000
Civilian Personnel
3,600
Civilian Workers (Non DoD)
2,000
Total
65,000 + Daily Visitors
(Source: DEERS 1/09).
Camp Pendleton Population
PRIMARY BASE CAMP ACTIVE DUTY POPULATION-18 AREAS
AREA
OFFICER
ENLISTED
TOTAL
11/13/15/16/17/18
463
4,564
5,027
12 & 14
358
4371
4729
20 & 21
321
2,375
2,696
22
116
2,484
2,600
23 & 24
573
3,772
4,345
25
26
486
512
26
0
3
3
27
6
145
151
31
51
510
561
32
75
594
669
33
37
444
481
41
185
1,802
1,987
43
212
2,518
2,730
51 & 52
67
2,452
2,519
53
249
3,710
3,959
62 & 63
245
4,378
4,623
64
2
40
42
Naval Weapons
1
0
1
TOTAL
2,987
34,648
37,635
58
DEMOGRAPHICS
Camp Pendleton within a 50 Mile Radius
MCB CAMP PENDLETON (INCLUDES MCAS)
Active Duty
Percent Married
Male
Female
Officer
3,161
64%
94%
6%
Enlisted
35,221
49%
93%
7%
Total
38,382
51%
94%
6%
ASIAN
BLACK
HISPANIC
WHITE
OTHER/UNKNOWN
3%
8%
17%
67%
5%
31-40
41-50
51+
14%
2%
0.0%
AGE
17-21
22-30
31%
53%
MARINE CORPS RETIREES W/IN A
50 MILE RADIUS
MARINE CORPS FAMILY MEMBERS W/IN A 50 MILE RADIUS
10,525
37,798
Number of Retirees Residing in Selected Counties Surrounding Camp Pendleton
As of: July 2013 Source: Military Retired Pay File, DEERS Point-in-Time Extract
SERVICE
Orange
County
Riverside
County
San Diego
County
TOTAL
ARMY
NAVY
MARINE
CORPS
AIR
FORCE
DOD
TOTAL
COAST
GUARD
TOTAL
Enlisted
943
1,498
1,245
795
4,481
110
4,591
Officer
711
927
727
950
3,315
99
3,414
Unknown
0
3
0
0
3
0
3
Retiree Total
1,654
2,428
1,972
1,745
7,799
209
8,008
Dependants
2,356
3,442
3,027
2,428
11,253
255
11,508
Total
4,010
5,870
4,999
4,173
19,052
464
19,516
Enlisted
1,366
4,277
2,466
2,827
10,936
104
11,040
Officer
495
748
481
1,021
2,745
52
2,797
Unknown
0
36
1
0
37
0
37
Retiree Total
1,861
5,061
2,948
3,848
13,718
156
13,874
Dependants
2,806
8,926
5,462
5,231
22,425
232
22,657
Total
4,667
13,987
8,410
9,079
36,143
388
36,531
Enlisted
1,808
27,290
4,717
1,662
35,477
260
35,737
Officer
1,069
8,370
1,960
1,242
12,641
138
12,779
Unknown
0
107
2
0
109
0
109
Retiree Total
2,877
35,767
6,679
2,904
48,227
398
48,625
Dependants
4,392
54,783
10,758
4,136
74,069
606
74,675
Total
7,269
90,550
17,437
7,040
122,296
1,004
123,300
15,946
110,407
30,846
20,292
177,491
1,856
179,347
Notes* The counts were based on the retirees’ reported correspondence address. “Dependant counts are counts of dependants of Retirees where
the dependant correspondence address is in the selected counties.” Produced by the Defense Manpower Datacenter on 8/7/2013 DRS # 37017
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DEMOGRAPHICS
Vehicle Counts at Camp Pendleton Entr y Gates
6AM-8AM DAILY
AVERAGE
DAILY AVERAGE
MONTHLY AVERAGE
ANNUAL AVERAGE
Main Gate
4,124
8,189
245,670
2,948,040
San Luis Rey
2,793
4,751
142,530
1,710,360
Las Pulgas
1,084
1,686
50,580
606,960
Fallbrook
2,252
3,207
96,210
1,154,520
San Onofre
1,147
2,493
74,790
897,480
846
1,315
39,450
473,400
1,032
3,207
96,210
601,920
13,278
23,313
699,390
8,392,680
GATE
Del Mar
Christianitos
TOTAL
(Source: PMO Traffic study 2012)
Base Housing- Current Occupants with Dependents
TOTAL
UNITS
AREA
TOTAL DEPENDENTS
OCCUPANTS
(INCLUDING MILITARY
SPOUSES)
MILITARY
SPOUSES
GRAND
TOTAL
AVERAGE
# OCCUPANTS
De Luz
712
684
1,578
34
2,262
3.31
Del Mar
226
216
547
4
763
3.53
Forster Hills
100
90
230
3
320
3.56
Gen Officers’Q
2
2
4
0
6
3.00
O’Neill Heights
217
211
543
4
754
3.57
O’Neill E.
30
29
43
3
72
2.48
Pacific View
373
331
709
17
1,040
3.14
San Luis Rey
220
200
602
2
802
4.01
So. Mesa
608
587
1,890
20
2,477
4.22
So. Mesa 2
104
98
150
1
248
2.53
San Onofre
600
556
1,449
4
2,005
3.60
San Onofre 2
300
286
465
0
751
2.63
San Onofre 3
256
244
815
6
1,059
4.34
San Mateo Pt
106
101
242
1
343
3.40
Serra Mesa
632
602
767
12
1,369
2.27
Santa Marg.
330
271
350
9
621
2.29
Stuart Mesa
1,498
1,330
2,725
59
4,055
3.05
Wire Mtn 2 SE
25
25
88
1
113
4.52
Wire Mtn. 1
362
328
1,042
9
1,370
4.17
Wire Mtn. 2
503
480
1,425
21
1,905
3.96
Wire Mtn. 3
170
TOTALS:
7,546
130
6,967
(Source: MCB Family Housing 9/2012)
60
300
16,452
2
215
430
23,419
3.31
3.36
DEMOGRAPHICS
SANDAG’S 2050 Cities/Count y Growth Forecast
The 2050 Regional Growth Forecast predicts the San Diego Region will grow to 4,068,759 which represents over
1.25 million more residents than today. The updated predictions suggest that the region will approach 1.9 million
jobs, and 1.5 million housing units by 2050. Commuters, employment, land use and water are all significant
concerns for the region.
San Diego Region Demographics
2010 20202030 2040 2050
Population
3,224,4323,435,7133,853,698 4,163,688 4,068,759
Housing Units
1,149,426
1,249,981
1,394,526
1,457,545
1,491,189
Household Size
2.93
2.50
2.76
2.87
2.73
Surrounding Population Growth
Area
20102020203020402050
Carlsbad
106,804117,657 123,551127,389129,381
Encinitas
65,171
Escondido
147,514 154,329165,267172,290177,586
Fallbrook
46,009
Oceanside
183,095197,010 210,091226,058243,238
San Marcos
84,391
Vista
97,513 100,016 105,062126,809144,536
70,124
47,565
90,802
75,453
54,447
101,298
81,187
59,598
104,448
87,357
61,860
105,708
Orange County
San Clemente
61,610
77,300
86,400
NA
144,475
NA
NA
NA
Riverside County
Temecula105,029
123,483
Surrounding Counties
Orange County
3.1 M
Riverside County
2.3 M
San Diego County 3.2 M
Population by Age (San Diego Region) 2010
Median Household Income (San Diego Region) 2010
(Source: SANDAG, WRCOG and SCAG)
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C AMP PENDLE TON FAC TS & STATS
CAMP PENDLETON
FAC TS & STATS
Geographic Description
Purchased in 1942 for 4.2 Million Dollars
125,000 Acres/Approx 200 Square Miles
Note: Camp Pendleton is larger than cities of Carlsbad/Del Mar/Encinitas/Escondido/Oceanside/San Marcos/Solana
Beach & Vista combined (118,230 acres, 185 sq miles)
17.5
100
500
3,100
Miles of shoreline
Miles of paved roadways
Miles of unimproved roads
Buildings & structures with $9.3 Billion Plant Value
Facts & Figures
7
18
20
5
1
11
14
14
13
1
6
105
3
18
6
40+
2
2
2
7
Base Entry Gates
Military Cantonment Areas
Family Housing Areas (7,546 total units)
On-Base Public Schools (2 Fallbrook/3 Oceanside)
Naval Hospital (plus 9 Branch Clinics Basewide)
Fire Stations
Chapels
Dining Facilities
Fitness Centers
Base Brig (Jail) (w/capacity for 300)
Child Care Centers (w/capacity for 1,100 plus children)
Certified Family Child Care Homes (w/average of 4 children each)
Marine Corps Exchange complexes (w/over 40 retail service stores)
Mini-Exchange Convenience Stores
Gas Stations/3 Car Wash Facilities/2 Auto Parts Stores/2 Auto Hobby Shops
Restaurants (McDonald’s, Subway, Domino’s, Wendy’s, Coco’s, The Coffee Bean
& Tea Leaf, Johnny Rockets, Panda Express, Roberto’s, Maui Wowi,
Pizza Hut, Dunkin’ Donuts, Sonic and Yogurtland)
Commissary Stores (grocery store services)
Landfills (disposing of 35,000 tons of waste per year)
Golf Course/Stables/Paintball Park/24-Lane Bowling Alley/3 Libraries
Recreational Beaches & Lake O’Neill (Fishing & Boating)
Single Marine Program Rec Centers
Over 100,000 vehicles and 5,000 motorcycles registered on-base
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CAMP PENDLETON
FAC TS & STATS
Base Population
38,000
4,000
3,600
17,000
2,000
Marines
Naval Personnel
Civilian Employees (includes 1,750 civilian contract personnel)
Military Family Members living in on-Base housing
Civilian workers @ non-DOD tenant organizations
Average Daily Population = Approx 65,000 + Daily Visitors
(Note: Daily Visitors include construction and service contractors; product vendors and delivery personnel; military family members who live in
off-base residences; military retirees and their family members; and other miscellaneous Base visitors/guests. It’s estimated that on any given day,
Camp Pendleton will have anywhere from 10,000-20,000 additional persons in these various categories aboard the Base.)
Principal Base Occupants
1st Marine Expeditionary Force (IMEF) Organizations
Hqtrs Marine Corps Installations, West & Marine Corps Base Commands
Other Marine Corps (Non-MEF) Tenant Units
U.S. Navy Tenants & 1 U.S. Army Reserve Tenant
Various Non-DoD Tenants
MCI West, MCB Campen & Other Non- Operating Forces (4,500 Marines)
MCI West Headquarters
Marine Corps Base Units (H&S Battalion & Security Battalion)
School of Infantry
Assault Amphibian School Battalion
Wounded Warrior Battalion
Staff Noncommissioned Officer Academy
Marine Corps Air Station (MCAS) Camp Pendleton
Marine Corps Tactical Systems Support Activity (MCTSSA)
Weapons Field Training Battalion (MCRD San Diego-Edson Range)
Marine Corps Reserve Forces
1MEF Tenant Commands (34,500 Marines)
1st Marine Expeditionary Force (IMEF) Headquarters
1st Marine Division (1st MarDiv)
1st Marine Logistics Group (1st MLG)
Marine Special Operations Command (MARSOC)
Marine Aircraft Group 39 (MAG-39)
64
CAMP PENDLETON
FAC TS & STATS
Nav y Tenants (4,000 Personnel)
Assault Craft Unit 5
Naval Hospital
Naval Dental Center
Field Medical Service School
Naval Expeditionary Medical Training Institute
Naval Aviation Maintenance Training Detachment
Naval Criminal Investigative Service
Primar y Base Camp Areas-18 Individual Areas
Headquarters Area
MCTSSA
Las Flores
Mainside “B” Area
ACU-5
Las Pulgas
MCAS Camp Pendleton
Vado Del Rio Horno
Naval Hospital
Margarita
San Onofre
Edson RangeChappoSan Mateo
MASS-3
Del Mar
Talega
Base Utilities
Potable Water Supply from 4 Underground Aquifers
• 2 Water Distribution Systems (w/400 miles of Water Mains)
• 7,000 acre-feet of potable water consumed/year
• 1,200 acre-feet of recycled water used/year
• 20 Water Wells/38 Water Storage Reservoirs
• 8,000 Service Connections
• 20 Electric Substations/53 Sewage Lift Stations/487 Boilers
• 335 miles of Electrical Distribution lines/145 miles of Natural Gas lines
On-Base Residents (Married & Single)
7,550
29,000 units of family housing for married personnel to live on-Base
(Approx 70% of married service members live off-Base)
billeting spaces for single personnel to live on-Base
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CAMP PENDLETON
FAC TS & STATS
Range & Training Facilities (For Amphibious, Ground & Aviation Training Activities)
3
82
52
12
32
12
14
4
830
Dedicated Impact Areas
Live Fire Training Ranges
Artillery Firing Areas
Mortar Firing Areas
Training & Maneuver Areas
Live Fire & Maneuver Areas
Urban Training Facilities
Amphibious Landing Beaches
Cubic Miles of Special Use Airspace
Other Users of Our Ranges and Training Facilities
Other Military Services
Reserves & National Guard
Federal, State & Local Law Enforcement Agencies (FBI, Sheriff, Police, SWAT)
Foreign Military Services (Canada/Holland/Japan/India/New Zealand)
Outleases and Easements to Non-DoD Tenants and Other Users
California Department of Parks & Recreation
San Diego Gas and Electric
California Department of Transportation
San Onofre Nuclear Generating Station (SONGS)
Public Ser vice & Utilit y Companies:
2,000 acres
900 acres
750 acres
400 acres
SDG&E
SoCal Edison
SoCal Gas
FAAT-Mobile/AT&TCox Cable
SBI
Sprint/Nextel
San Diego Pipeline Company
MCI
Verizon
Pacific Marine Credit Union
Fallbrook & Oceanside School Districts/NCTD RR & Commuter Rail
Maintenance Facility/DHS Border Patrol Checkpoint/CHP Weigh Station
66
CAMP PENDLETON
FAC TS & STATS
Natural Resources
Over 700 documented species of birds, fish, reptiles, amphibians & mammals
A population of approximately 100 non-native Bison
Over 800 documented species of plants
16 Federally-listed “threatened” or “endangered” species
4 Free-flowing river basins & flood plain areas
Partnerships with Local Communities
Base Reps appointed to 7 local communities & Chambers of Commerce
Base Reps appointed to 4 local School District Boards
Base support of local High School “School-To-Career” programs
Base participation in local “Adopt a School” programs
20 Camp Pendleton military units adopted by local communities
Support of community events w/Division Band, Color Guard, etc.
Regional Economic Impact
$ 6.1 Billion*
* Source: SDMAC San Diego Military Economic Impact Study-August 2008
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SCHEDULE OF EVENTS
SCHEDULE OF EVENTS: JAN
January 2014
Marine & Family Programs
6
6
7
7
7 9
9
9
10 11
13 13 14
14 14 15 15 15 15-16
16 17 17 19 Resumé Class
Command Team Training
Career Strategies Par t 1
Plan My Move/Sponsorship Training (San Onofre)
Stress Management
Career Strategies Par t 2
Power Workshop
EFMP Playgroup (ADA Playground near Lake O’Neill Campgrounds)
Investing Basics
Powerlif ting Championships (21 Area Fitness Center)
Inter viewing Class
Staf fing Recruitment
Social Media Job Search
Anger Management
Family Readiness Volunteer Training
Career Strategies (San Onofre)
Building Lasting Relationships
Warrior Kids Series: Pre-Deployment LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
PREP (Prevention & Relationship Enhancement Program)
Of ficer Under Twent y (OUT )
Money Management
EFMP Meet & Greet (San Onofre III Lincoln Militar y Housing
Communit y Clubhouse)
21 Career Strategies Par t 1
21 Communication & Conflict Resolution Skills
22 Job Search Workshops (San Onofre)
21-24 High Intensit y Tactical Training Course (Paige Fieldhouse)
22 Warrior Kids Series: Mid-Deployment
23 Career Strategies Par t 2
23 Power Workshop
24 Credit Management /FICO Score
24 4 Lenses for Couples: DATE NIGHT
24
Communit y Counseling Center Ribbon Cutting
25 Family Readiness Volunteer Training
27 Federal Hiring Process
27 EFMP Talk & Walk (Paige Fieldhouse)
28 Plan My Move Workshop
28 Welcome Aboard (San Onofre)
28 Money Management /Credit Management (San Onofre)
28 Student Loan 101
28 Anger Management
28-30 7 Habits of Highly Ef fective People- -Signature Course
28 EFMP Power Hour (Marine & Family Programs)
29
Nutrition & Fitness for BCP (Paige Fieldhouse)
29 Warrior Kids Series: Return and Reunion
30 Sponsorship Training
30 Militar y Spouse Job Club
TBD Triple-P, Positive Parenting Program Seminar
TBD Coping With Work and Family Stress
Recreation/Semper Fit
8
Nutrition 101
12
Vado Del Rio Trap Shoot
20
Mar tin Luther King Jr. Holiday: Open 2pm and close 10pm
$1 per game and $1 shoe rental (Bowling Center)
29
Racquetball Tournament (USA A CG’s Cup)
29
Nutrition & Fitness for BCP
Dining /Club Events
(For Weekly Schedule see Page 79)
17
Feast Drink Specials (Pub 1795)
30 Marine West Expo (Pacific Views Event Center)
Shopping /Sales Events
1-31 Vision Center: New Year ’s Clearance Sale: 20 -50% of f Frames!
1-31 Pendleton Family Dental: New Year = New Smile! Star t your Or thodontic Treatment and Save $100
15-28 MC X Home & White Sale
22-Feb 2 MC X Big Game & Fitness Sale
29-Feb 14 M C X Sweethear t Gif ts Sale
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SCHEDULE OF EVENTS: FEB
February 2014
Marine & Family Programs
3
4
4
5
5- 6
6
7
10
10
11
11
11
11
11
11
12
12
13
13
14
14
16
Resumé Class
Career Strategies Par t 1
Stress Management
PREP (Prevention & Relationship Enhancement Program)
LINK S en español (Lifest yle Insights, Net working , Knowledge & Skills)
Career Strategies Par t 2
Money Management
Inter viewing Class
Staf fing Recruitment
Money Management /Credit Management (San Onofre)
Social Media Job Search
Welcome Aboard (San Onofre)
Anger Management
The Happiness Advantage
Family Readiness Volunteer Training
Career Strategies (San Onofre)
Command Team Training
Power Workshop
EFMP Playgroup (ADA Playground near Lake O’Neill Campgrounds)
Investing Basics
Youth & Teen Black & White Ball
EFMP Meet & Greet (San Onofre III Lincoln Militar y Housing
Communit y Clubhouse)
18
Career Strategies Par t 1
18
Communication & Conflict Resolution Skills
19
Job Search Workshops (San Onofre)
19
Plan My Move/Sponsorship Training (San Onofre)
19
4 Lenses
20
Career Strategies Par t 2
20
Yours, Mine and Ours: Developing Healthy Blended Families
20
Family Readiness Volunteer Training
21
Money Management
21
Command Spouse Workshop
21
5 Love Languages for Couples: DATE NIGHT
22
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
24
Federal Hiring Process
24
EFMP Talk & Walk (Paige Fieldhouse)
24-28 Command Financial Specialist Training
24-28 Pre-Retirement Seminar
25
Plan My Move
25
Anger Management
25
EFMP Power Hour (Marine & Family Programs)
27
Sponsorship Training
27
Militar y Spouse Job Club
27
Career & Education Expo (Pacific Views Event Center)
27
Power Workshop
28
Securit y 101: Home and Cyber Safet y
TBD Triple-P, Positive Parenting Program Seminar
TBD Coping With Work and Family Stress
Shopping /Sales Events
1-28
1-28
12-18
19-Mar 4
19-Mar 4
Vision Center: Valentine’s Sale: Prada and Versace 25% off Frames!
Pendleton Family Dental: Smile Sweetheart! $50 Off Zoom! Whitening.
MC X Presidents Day Sale
MC X Furniture Sale
MC X Spring Home Electronics Sale
70
Recreation/Semper Fit
1
5
8
12
14
15
16
16 -22
17
18-21
19
20
Baker and Tolention Youth Baseball Clinic
Nutrition 101
Youth Spor ts Baseball Clinic
Sof tball League Meeting (USA A CG’s Cup)
National Condom Day
Youth Spor ts Spring Soccer and Baseball Begins
Vado Del Rio Trap Shoot
Through with Chew Week
President ’s Day: Open 2pm and close 10pm
$1 per game and $1 shoe rental (Bowling Center)
High Intensit y Tactical Training Course (Paige Fieldhouse)
Paintball Tournament (USA A CG’s Cup)
Spit Out Day
Dining /Club Events
(For Weekly Schedule see Page 79)
14
Red Cocktails Specials (Pub 1795)
22
Iwo Jima Memorial Ceremony (Pacific Views Event Center)
SCHEDULE OF EVENTS: MAR
March 2014
Marine & Family Programs
3
4
4
4
4
5- 6
6
7
10
10
11
11
11
12
12
12
12
13
13
13
14
14
17
17-20
18
18
18
18
19
20
21
21
22
23
24
25
25
25
25
25
26
27
27
27
27
28
28
TBD
TBD
Resumé Class
Career Strategies Par t 1
Welcome Aboard (San Onofre)
Stress Management
PREP (Prevention & Relationship Enhancement Program)
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
Career Strategies Par t 2
Money Management
Inter viewing Class
Staf fing Recruitment
Social Media Job Search
Anger Management
Family Readiness Volunteer Training
Career Strategies (San Onofre)
Volunteer & Skills Development
Command Team Training
Warrior Kids Series: Pre-Deployment
Power Workshop
The Change Element
EFMP Playgroup (ADA Playground near Lake O’Neill Campgrounds)
Investing Basics
LINK S for Parents (Lifest yle Insights, Net working , Knowledge & Skills)
Federal Hiring Process
Senior Pre-Retirement Seminar (San Onofre)
Career Strategies Par t 1
Money Management /Credit Management (San Onofre)
Communication & Conflict Resolution Skills
7 Habits of Highly Ef fective Militar y Families
Warrior Kids Series: Mid-Deployment
Career Strategies Par t 2
Money Management
4 Lenses for Couples: DATE NIGHT
Family Readiness Volunteer Training
EFMP Meet & Greet (San Onofre III Lincoln Militar y Housing
Communit y Clubhouse)
EFMP Talk & Walk (Paige Fieldhouse)
EFMP Power Hour (Marine & Family Programs)
Plan My Move
U.S. Chamber of Commerce-Hiring Our Heroes, Militar y Spouse
Employment (E VENT )
Anger Management
LINK S for Seasoned Spouses (Lifest yle Insights, Net working ,
Knowledge and Skills)
Warrior Kids Series: Return and Reunion
Say What?!?: Interpersonal Communication
Sponsorship Training
Militar y Spouse Job Club
Power Workshop
Credit Management /FICO Score
Annual Youth & Teen Dance Marathon
Triple-P, Positive Parenting Program Seminar
Coping With Work and Family Stress
Recreation/Semper Fit
3
4-13
5
14
16
18-21
19
22
25
Registration for Youth Spor ts Summer Basketball & Cheerleading
Wounded Warrior Trials
Nutrition 101
Shamrock Spin Night (Paige Fieldhouse)
Vado Del Rio Trap Shoot
Train the Trainer (Health Promotion)
Kick Butts Day
Hard Corps Race Series ® – Hell Fire Fat Tire (Lake O’Neill)
Sof tball League Begins (USA A CG’s Cup)
Dining /Club Events
(For Weekly Schedule see Page 79)
14
GREEN BEER special (Pub 1795)
17
St. Patrick ’s Day par t y in Iron Mike’s Lounge
(Pacific Views Event Center)
27
National Conference Ser vices Career Expo
(Pacific Views Event Center)
Shopping /Sales Events
1-31
1-31
12-25
12-25
26 -Apr 8
Vision Center: Value Package Sale. Packages star ting at $39
Pendleton Family Dental: Luck y You! Refer a friend and receive
$25 toward your next treatment
MC X March Sale
MC X Spring time Beaut y
MC X April Sale
71
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SCHEDULE OF EVENTS: APR
April 2014
Marine & Family Programs
1
1
3
4
7
7-11
8
8
8
8
9
9-10
10
10
10
14
14
15
15
15
15
16
18
20
Plan My Move/Sponsorship Training (San Onofre)
Stress Management
PREP (Prevention & Relationship Enhancement Program)
Money Management
Resumé Class
Pre- Retirement Seminar
Social Media Job Search
Career Strategies Par t 1
Anger Management
Building Lasting Relationships
Command Team Training
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
EFMP Playgroup (ADA Playground near Lake O’Neill Campgrounds)
Career Strategies Par t 2
Power Workshop
Inter viewing Class
Staf fing Recruitment
Job Search Workshops (San Onofre)
Welcome Aboard (San Onofre)
Communication & Conflict Resolution Skills
Family Readiness Volunteer Training
Career Strategies (San Onofre)
Money Management
EFMP Meet & Greet (San Onofre III Lincoln Militar y Housing
Communit y Clubhouse)
21
Federal Hiring Process
22
Plan My Move
22
Career Strategies Par t 1
22
Anger Management
24
Career Strategies Par t 2
24
Sponsorship Training
24
Militar y Spouse Job Club
24
Power Workshop
22-24 7 Habits of Highly Ef fective People-Signature Course
24
Family Readiness Volunteer Training
25
5 Love Languages for Couples: DATE NIGHT
25
Credit Management /FICO Score
26
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
28
EFMP Talk & Walk (Paige Fieldhouse)
29
Plan Move/Sponsorship Training (San Onofre)
29
Money Management /Credit Management (San Onofre)
29
EFMP Power Hour (Marine & Family Programs)
30
4 Lenses: Coloring Your Children
TBD Triple-P, Positive Parenting Program Seminar
TBD Coping With Work and Family Stress
TBD Volunteer Appreciation Ceremony (E VENT )
Shopping /Sales Events
1-30
Vision Center: Value Package Sale. Packages star ting at $39
1-30
Pendleton Family Dental: All New Patients Receive
$25 Dental Treatment Credit
9-20 MC X Easter Values
9-20 MC X Furniture Sale
9 -20 MC X GlamORama Event
30 -May 11 MC X Mother ’s Day Gif t Sale
30 -May 11MC X Fragrance Sale
72
Recreation/Semper Fit
2
4-16
9
12
17-23
20
20
24
25
29
29-May 2
30
Nutrition 101
All Marine Soccer Camp
Nutrition & Fitness for BCP (Paige Fieldhouse)
Hard Corps Race Series – Hear tbreak Ridge (Las Pulgas)
Armed Forces Soccer Championship
Vado Del Rio Trap Shoot
Easter Sunday: Open 2pm and close 10pm
(Bowling Center)
Sof tball Home Run Derby (Athletics)
Sof tball All Star Game (Athletics)
Golf Tournament Meeting (USA A CG’s Cup)
High Intensit y Tactical Training Course (Paige Fieldhouse)
Ultimate Frisbee (USA A CG’s Cup)
Dining /Club Events
(For Weekly Schedule see Page 79)
18 Karaoke (Pub 1795)
20 Easter Sunday Brunch (Pacific Views Event Center)
SCHEDULE OF E VENTS: MAY
May 2014
Marine & Family Programs
1
2
5
6
6
7
7
7-8
8
8
Student Loan 101
Money Management
Resumé Class
Career Strategies Par t 1
Stress Management
PREP (Prevention & Relationship Enhancement Program)
Warrior Kids Series: Pre-Deployment
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
Career Strategies Par t 2
EFMP Playgroup | 10am-11am| ADA Playground near Lake O’Neill
Campgrounds
8
Power Workshop
9
Investing Basics
12
Inter viewing Class
12
Staf fing Recruitment
12-16 Command Financial Specialist Training
13
Social Media Job Search
13
Job Search Workshops (San Onofre)
13
Welcome Aboard (San Onofre)
13
Anger Management
13
The Happiness Advantage
14
Command Team Training
14
Warrior Kids Series: Mid-Deployment
14
Career Strategies (San Onofre)
16
Of ficers Under Twent y (OUT )
16
Money Management
16
4 Lenses for Couples: DATE NIGHT
17
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
18
EFMP Meet & Greet (San Onofre III Lincoln Militar y Housing
Communit y Clubhouse)
19
Federal Hiring Process
20
Plan My Move
20
Career Strategies Par t 1
20
Communication & Conflict Resolution Skills
20
Family Readiness Volunteer Training
21
Yours, Mine and Ours: Developing Healthy Blended
Families
21
Warrior Kids Series: Return and Reunion
22
5 Languages of Apolog y
22
Career Strategies Par t 2
22
Power Workshop
23
Credit Management /FICO Score
26
EFMP Talk & Walk (Paige Fieldhouse)
27
EFMP Power Hour (Marine & Family Programs)
27
Anger Management
28
Plan My Move/Sponsorship Training (San Onofre)
29
Sponsorship Training
29
Militar y Spouse Job Club
30
Summer Camp Program
31
Family Readiness Volunteer Training
TBD Triple-P, Positive Parenting Program Seminar
TBD Coping With Work and Family Stress
1-31 14
14–26
14–26
21–26
Pendleton Family Dental: Sun-kissed Smiles! Star t your Or thodontic Treatment and save $100
MC X Healthy Living
MC X Sight and Sound Sale
MC X Sur f and Skate
MC X Memorial Day Clearance Sale
Recreation/Semper Fit
3Youth Spor ts Spring Soccer and Baseball Ends
7
Nutrition 101
12
101 Days of Summer Begins
14
Flag Football Tournament (USA A CG’s Cup)
TBD Recon Challenge (Athletics)
17
Youth Spor ts Summer Basketball & Cheerleading Begins
17
California State Pankration and Grappling Championships
(Paige Fieldhouse)
18
Vado Del Rio Trap Shoot
19-20 Golf Tournament (USA A CG’s Cup)
20
Tackle Football League Meeting (USA A CG’s Cup)
22
Sof tball League Ends (USA A CG’s Cup)
23-26 SMP Las Vegas Trip
24
Red Bull Rivals British Army Sur f Team vs. Marine Sur f Team
26
Memorial Day: Closed (Bowling Center)
27
Soccer League Meeting (USA A CG’s Cup)
31
World No Tobacco Day
31
World Famous Mud Run ® ( Jun 1, 7 & 8 Lake O’Neill)
Dining /Club Events
(For Weekly Schedule see Page 79)
2
Margarita Specials (Pub 1795)
11
Mother ’s Day Brunch (Pacific Views Event Center)
Shopping /Sales Events
Apr 30 -11 MC X Mother ’s Day Gif t Sale
Apr 30 -11 MC X Fragrance Sale
1-31 Vision Center: Summer Spor ts Eyewear Sale! 20% of f complete
Prescription pairs.
1-31 Vision Center: Prescription Sunglasses 30% of f!
73
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SCHEDULE OF EVENTS: JUN
June 2014
Marine & Family Programs
2
3
3
3
5
TBD
6
9
9
9-13
10
10
10
11
11-12
12
12
12
13
16
17
17
17
17
17
17
1
19
1
20
20
22
23
24
24
24
24
26
26
26
26
28
30
TBD
TBD
TBD
TBD
Resumé Class
Career Strategies Par t 1
Stress Management
PREP (Prevention & Relationship Enhancement Program)
Career Strategies Par t 2
DoD Hiring Heroes Event
Money Management
Inter viewing Class
Staf fing Recruitment
Pre-Retirement Seminar
Social Media Job Search
Career Strategies (San Onofre)
Anger Management
Volunteer & Skills Development
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
The Change Element
Power Workshop
EFMP Playgroup (ADA Playground near Lake O’Neill Campgrounds)
Investing Basics
Federal Hiring Process
Job Search Workshops (San Onofre)
Career Strategies Par t 1
Welcome Aboard (San Onofre)
Money Management /Credit Management (San Onofre)
Communication & Conflict Resolution Skills
Family Readiness Volunteer Training
4 Lenses
Career Strategies Par t 2
Say What?!?: Interpersonal Communication
Money Management
5 Love Languages for Couples: DATE NIGHT
EFMP Meet & Greet (San Onofre III Lincoln Militar y Housing
Communit y Clubhouse)
Credit Management /FICO Score
Plan My Move
Anger Management
EFMP Power Hour (Marine & Family Programs)
7 Habits of Highly Ef fective Militar y Families
Sponsorship Training
Militar y Spouse Job Club
Power Workshop
Family Readiness Volunteer Training
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
EFMP Talk & Walk (Paige Fieldhouse)
Militar y Women in Transition Symposium (E VENT )
Summer Reading Program
Triple-P, Positive Parenting Program Seminar
Coping With Work and Family Stress
74
Shopping /Sales Events
May 28-1
1-30
1-30
4-15
11-24
11-24
18-Jul 8 MC X Super Summer Slam Sale
Vision Center: “See into Summer ” promotion: 25
all Prescription Sunglasses!
Pendleton Family Dental: Summer Spor ts. Save $25 on custom mouth guard with completion of Exam and Cleaning
MC X Father ’s Day Sale
MC X Tactical Gear Sale
MC X Furniture Sale
MC X Victoria’s Secret Event
Recreation/Semper Fit
1 World Famous Mud Run ® ( Jun 1, 7 & 8 Lake O’Neill)
4 Nutrition 101
9-13 Youth Spor ts British Soccer Camp
11 Nutrition & Fitness for BCP (Paige Fieldhouse)
11 Small Boat Races
11 Soccer League Begins (USA A CG’s Cup)
15 Vado Del Rio Trap Shoot
16 -20 Sur f Camp I at DMBR
18 Small Boat Races
23-27 Sur f Camp II at DMBR
23-3 Jul Learn to Swim Session I
23-24 Jul Jr Lifeguards at DMBR (5 wks)
24 Soccer League Meeting (USA A CG’s Cup)
24-27 High Intensit y Tactical Training (Paige Fieldhouse)
25 Flag Football Tournament (USA A CG’s Cup)
25 Small Boat Races
25 6 -on- 6 Volleyball Tournament (USA A CG’s Cup).
26 Summer Nights Family Swim at 13 Area Pool
30 Sur f Camp III at DMBR
TBD Hard Corps Race Series – Active Dut y Mud Run (Lake O’Neill)
Dining /Club Events
(For Weekly Schedule see Page 79)
13 Bosses Night (Pub 1795)
15 Father ’s Day Luncheon BBQ (Pacific Views Event Center)
SCHEDULE OF EVENTS: JUL
July 2014
Marine & Family Programs
1
1
1
7
8
8
8
9-10
10
10
11
10
12
14
14
14-17
15
15
15
16
16
18
18
20
Plan My Move/Sponsorship Training (San Onofre)
Stress Management
PREP (Prevention & Relationship Enhancement Program)
Resumé Class
Welcome Aboard (San Onofre)
Career Strategies Par t 1
Anger Management
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
Career Strategies Par t 2
Power Workshop
Investing Basics
EFMP Playgroup (ADA Playground near Lake O’Neill Campgrounds)
Family Readiness Volunteer Training
Inter viewing Class
Staf fing Recruitment
Senior Pre-Retirement Seminar
Social Media Job Search
Communication & Conflict Resolution Skills
Family Readiness Volunteer Training
Career Strategies (San Onofre)
Warrior Kids Series: Pre-Deployment
4 Lenses for Couples: DATE NIGHT
Money Management
EFMP Meet & Greet (San Onofre III Lincoln Militar y Housing
Communit y Clubhouse)
21
Federal Hiring Process
22
Job Search Workshops (San Onofre)
22
Plan My Move
22
Career Strategies Par t 1
22
Money Management /Credit Management (San Onofre)
22
Anger Management
23
Building Lasting Relationships
23
Warrior Kids Series: Mid-Deployment
24
Career Strategies Par t 2
24
Power Workshop
25
Credit Management /FICO Score
26
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
28
EFMP Talk & Walk (Paige Fieldhouse)
29-31 7 Habits of Highly Ef fective People- -Signature Course
29
EFMP Power Hour (Marine & Family Programs)
29
Student Loan 101
30
Warrior Kids Series: Return and Reunion
31
Sponsorship Training
31
Militar y Spouse Job Club
TBD Law Enforcement, Securit y & Firefighting Hiring Event
TBD Triple-P, Positive Parenting Program Seminar
TBD Coping With Work and Family Stress
Recreation/Semper Fit
2
2
2
4
7-11
7-18
7-31
9
10
10 -11
14-18
10
15 16
19
20
21-25
21-1 Aug 22
23
24
28
26
28-1 Aug 28-1 Aug 29
30
31
31
Basketball League Meeting (USA A CG’s Cup)
Small Boat Races
Nutrition 101
Four th of July: Closed (Bowling Center)
Sur f Camp IV at DMBR
Learn to Swim Session II
Registration for Youth Spor ts Fall Soccer, Flag Football, Cheerleading
Small Boat Races
Summer Nights Family Swim (13 Area Pool)
Eric Dickerson Football and Cheer Camp ( Youth Spor ts)
Sur f Camp V at DMBR
Basketball League Meeting (USA A CG’s Cup)
Sur f Competition (USA A CG’s Cup)
Small Boat Races
Monarchs for Marines Football and Dance Camp (Athletics)
Vado Del Rio Trap Shoot
Sur f Camp VI at DMBR
Learn to Swim Session III
Basketball League Begins (USA A CG’s Cup)
Small Boat Races
Summer Nights Family Swim (13 Area Pool)
Soccer League Ends (USA A CG’s Cup)
Youth Spor ts Summer Basketball and Cheerleading Season Ends
Youth Spor ts British Soccer Camp
Sur f Camp VII at DMBR
Basketball League Begins (USA A CG’s Cup)
Small Boat Races
Summer Nights Family Swim (13 Area Pool)
Youth Spor ts Fall Flag Football & Cheerleading Coaches Meeting
Dining /Club Events
(For Weekly Schedule see Page 79)
4
Four th of July Beach Bash (Del Mar Beach Resor t)
18 Summer Drink Specials (Pub 1795)
Shopping /Sales Events
1-31
1-31
2- 6
9-15
16 -29
Vision Center: All Prescription Oakley Eyewear and Sunwear 25% of f!
Pendleton Family Dental: Start your Orthodontic Treatment and Save $100
MC X Hot Summer Savings
MC X July Sale
MC X Back To School Sale
75
mccsCP.com/marketingplan
SCHEDULE OF EVENTS: AUG
August 2014
Marine & Family Programs
1
4
5
5
5
5
6
7
8
11
11
11-15
12
12
12
13
13-14
14
14
15
15
18
19
19
19
19
19
21
21
21
22
23
24
Money Management
Resumé Class
Money Management /Credit Management (San Onofre)
Welcome Aboard (San Onofre)
Career Strategies Par t 1
Aug Stress Management
PREP (Prevention & Relationship Enhancement Program)
Career Strategies Par t 2
Investing Basics
Inter viewing Class
Staf fing Recruitment
Pre-Retirement Seminar
Social Media Job Search
Anger Management
Family Readiness Volunteer Training
Career Strategies (San Onofre)
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
EFMP Playgroup (ADA Playground near Lake O’Neill Campgrounds)
Power Workshop
Money Management
5 Love Languages for Couples: DATE NIGHT
Federal Hiring Process
Job Search Workshops (San Onofre)
Career Strategies Par t 1
Plan My Move/Sponsorship Training (San Onofre)
Communication & Conflict Resolution Skills
4 Lenses
Securit y 101: Home and Cyber Safet y
Family Readiness Volunteer Training
Career Strategies Par t 2
Credit Management /FICO Score
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
EFMP Meet & Greet (San Onofre Lincoln Militar y Housing Communit y
Clubhouse)
25-29 Command Financial Specialist Training
25
EFMP Talk & Walk (Paige Fieldhouse)
26
Plan My Move
26
Anger Management
26
The Happiness Advantage
26
EFMP Power Hour (Marine & Family Programs)
27
Yours, Mine and Ours: Developing Healthy Blended Families
28
Sponsorship Training
28
Militar y Spouse Job Club
28
Power Workshop
TBD Triple-P, Positive Parenting Program Seminar
TBD Coping With Work and Family Stress
76
Shopping /Sales Events
Jul 31- 6
1-31
1-31
7-20
7-20
MC X August Sale
Vision Center: “Back to School” Frame and Lens Sale
Pendleton Family Dental: “Back to School” All New Patients Receive $25 Dental Treatment Credit
MC X Back to School II Sale
MC X Half Yearly Furniture Event
Recreation/Semper Fit
2
2-10
3
3
4-8
4-15
6
6
11
11-15
12
13
14
14-16
20
20 -22
23 26 -29
26 -27
29-1 Sep
Youth Spor ts Soccer Coaches Meeting
Basic Sailing Class #5 (Marina)
Hard Corps Race Series – Semper Tri & Devil Dog Duathlon
(ACU-5)
Vado Del Rio Trap Shoot
Sur f Camp VIII at DMBR
Learn to Swim Session IV (Private Lessons)
Small Boat Races
Nutrition 101
Nutrition & Fitness for BCP (Paige Fieldhouse)
Sur f Camp IX at DMBR
Tackle Football League Begins (USA A CG’s Cup)
Small Boat Races
Summer Nights Family Swim (13 Area Pool)
Youth Spor ts Fall Flag Football, Soccer, & Cheerleading
Coaches Meeting
Small Boat Races
Trap Tournament (USA A CG’s Cup)
Youth Spor ts Fall Flag Football, Soccer, & Cheerleading
Coaches Begins
High Intensit y Tactical Training (Paige Fieldhouse)
Small Boat Races
SMP Las Vegas Trip
Dining /Club Events
(For Weekly Schedule see Page 79)
15 Sunshine in a bottle drink special (Pub 1795)
15 Father ’s Day Luncheon BBQ (Pacific Views Event Center)
SCHEDULE OF EVENTS: SEP
September 2014
Marine & Family Programs
2
3
4
5
6
8
8
9
9
9
9
9
10
10 -11
10
11
11
11
12
12
15
16
16
17
17
17
18
18
19
19
19
20
21
22
23
23
23
23
23
24
24
25
25
26
25
25
29
30
TBD
TBD
TBD
Stress Management
Welcome Aboard
PREP (Prevention & Relationship Enhancement Program)
Money Management /Credit Management (San Onofre)
Family Readiness Volunteer Training
Resume Class
Staf fing Recruitment
Social Media Job Search
Career Strategies Par t 1
Job Search Workshops (San Onofre)
Money Management /Credit Management (San Onofre)
Anger Management
Volunteer & Skills Development
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
Warrior Kids Series: Pre-Deployment
Career Strategies Par t 2
EFMP Playgroup (ADA Playground near Lake O’Neill Campgrounds)
Power Workshop
Investing Basics
4 Lenses for Couples: DATE NIGHT
Inter viewing Class
Communication & Conflict Resolution Skills
Family Readiness Volunteer Training
Command Team Training
Warrior Kids Series: Mid-Deployment
Career Strategies (San Onofre)
U.S. Chamber of Commerce-Hiring Our Heroes (E VENT )
7 Habits of Highly Ef fective Militar y Families
Command Spouse Workshop
Of ficers Under Twent y (OUT )
Money Management
21st Annual Retiree Expo (E VENT )
EFMP Meet & Greet (San Onofre III Lincoln Militar y Housing
Communit y Clubhouse)
Federal Hiring Process
Plan My Move/Sponsorship Training (San Onofre)
Plan My Move
Career Strategies Par t 1
Anger Management
Say What?!?: Interpersonal Communication
Warrior Kids Series: Return and Reunion
The Change Element
Career Strategies Par t 2
Sponsorship Training
Credit Management /FICO Score
Militar y Spouse Job Club
Power Workshop
EFMP Talk & Walk (Paige Fieldhouse)
EFMP Power Hour (Marine & Family Programs)
College Graduation
Triple-P, Positive Parenting Program Seminar
Coping With Work and Family Stress
Shopping /Sales Events
Aug 28-2
1-30
1-30
1-30
TBD
TBD
TBD
TBD
MC X Labor Day Clearance Sale
Vision Center: Back to School Frame and Lens Sale
Vision Center: Value Package Family Sale!
Pendleton Family Dental: Refer a friend and receive $25 toward your next treatment
MC X Anniversar y Sale MC X Anniversar y Fragrance Sale
MC X Fall Sight & Sound Sale
MC X Fall Home Essentials Sale
Recreation/Semper Fit
1
3
6
6
Labor Day: Closed (Bowling Center)
Nutrition 101
Kids Fishing Derby (Lake O’Neill)
Youth Spor ts Fall Soccer, Flag Football and Cheerleading Season
Begins
17
Tactical Athlete Challenge (USA A CG’s Cup Event) 18
Basketball League Ends (USA A CG’s Cup)
21
Vado Del Rio Trap Shoot
23-26 Train the Trainer
24
Combat Water Polo Tournament (USA A CG’s Cup)
25
Basketball League Ends (USA A CG’s Cup)
Dining /Club Events
(For Weekly Schedule see Page 79)
19
Dar ts tournament (Pub 1795)
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SCHEDULE OF EVENTS: OCT
October 2014
Marine & Family Programs
1
3
6
6 -10
7
7
7
9
9
9
14
14
14
15
15
15
15-16
16
17
19
Investing Basics
Money Management
Resumé Class
Pre-Retirement Seminar
Career Strategies Par t 1
Welcome Aboard (San Onofre)
Stress Management
Career Strategies Par t 2
Power Workshop
EFMP Playgroup (ADA Playground near Lake O’Neill Campgrounds)
Staf fing Recruitment
Social Media Job Search
Anger Management
Job Search Workshops (San Onofre)
Career Strategies (San Onofre)
Money Management /Credit Management (San Onofre)
LINK S (Lifest yle Insights, Net working , Knowledge & Skills)
Family Readiness Volunteer Training
Money Management
EFMP Meet & Greet (San Onofre III Lincoln Militar y Housing
Communit y Clubhouse)
20
Inter viewing Class
21
Student Loan 101
21
Career Strategies Par t 1
21
Communication & Conflict Resolution Skills
21-23 7 Habits of Highly Ef fective People- -Signature Course
23
Family Readiness Volunteer Training
23
Career Strategies Par t 2
23
Power Workshop
24
Credit Management /FICO Score
24
5 Love Languages for Couples: DATE NIGHT
25
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
27-31 Command Financial Specialist Training
27
Federal Hiring Process
27
EFMP Talk & Walk (Paige Fieldhouse)
28
Plan My Move/Sponsorship Training (San Onofre)
28
Plan My Move
28
EFMP Power Hour (Marine & Family Programs)
28
Anger Management
28
LINK S for Seasoned Spouses (Lifest yle Insights, Net working ,
Knowledge and Skills)
29
Building Lasting Relationships
30
Sponsorship Training
30
Militar y Spouse Job Club
TBD PREP (Prevention & Relationship Enhancement Program)
TBD Command Team Training
TBD 4 Lenses: Coloring Your Children
TBD Triple-P, Positive Parenting Program Seminar
TBD Coping With Work and Family Stress
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Shopping /Sales Events
1-31 Vision Center: “Back to School” Frame and Lens Sale
1-31 Vision Center: Fall into Fashion Promotion. 25% of f Designer Frames
featuring OGI & Fendi!
1-31 Pendleton Family Dental: New Patients receive $25 credit towards
your dental treatment
TBD MC X October Sale
TBD MC X October Furniture Sale
TBD MC X Tactical Event
Recreation/Semper Fit
1
4
8
13
Nutrition 101
Tour de Camp Pendleton Hard Corps Race Series ®
Nutrition & Fitness for BCP (Paige Fieldhouse)
Columbus Day: Open 2pm-10pm $1 per game and $1 shoe rental
(Bowling Center)
19
Vado Del Rio Trap Shoot
24
Wai KeKoa Water Warrior Festival (Del Mar Beach Resor t)
21-24 High Intensit y Tactical Training (Paige Fieldhouse)
29
Team Grappling Tournament (USA A CG’s Cup)
TBD Hard Corps Race Series ® - Toujours Fidele Tour de Camp Pendleton
(Camp San Mateo)
Dining /Club Events
(For Weekly Schedule see Page 79)
31
Halloween drink specials (Pub 1795)
10
National Conference Ser vices Expo (Pacific Views Event Center)
31
Halloween Par t y In Iron Mike’s Lounge (Pacific Views Event Center)
SCHEDULE OF EVENTS: NOV
November 2014
Marine & Family Programs
3
3
4
4
4
5
5
5- 6
6
7
12
12
12
13
13
13
14
14
15
17
17-20
18
18
18
18
18
18
18
19
19
20
20
20
20
21
22
23
24
24
25
25
25
TBD
TBD
Staf fing Recruitment
Resumé Class
Career Strategies Par t 1
Stress Management
PREP (Prevention & Relationship Enhancement Program)
Command Team Training
Warrior Kids Series: Pre-Deployment
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
Career Strategies Par t 2
Money Management
Career Strategies (San Onofre)
Welcome Aboard (San Onofre)
Warrior Kids Series: Mid-Deployment
5 Languages of Apolog y
Power Workshop
EFMP Playgroup (ADA Playground near Lake O’Neill Campgrounds)
Investing Basics
4 Lenses for Couples: DATE NIGHT
Family Readiness Volunteer Training
Inter viewing Class
Senior Pre-Retirement Seminar (San Onofre)
Social Media Job Search
Job Search Workshops (San Onofre)
Money Management /Credit Management (San Onofre)
Plan My Move
Career Strategies Par t 1
Communication & Conflict Resolution Skills
Family Readiness Volunteer Training
Yours, Mine and Ours: Developing Healthy Blended Families
Warrior Kids Series: Return and Reunion
The Happiness Advantage
Sponsorship Training
Militar y Spouse Job Club
Career Strategies Par t 2
Money Management
LINK S en español (Lifest yle Insights, Net working , Knowledge & Skills)
EFMP Meet & Greet (San Onofre III Lincoln Militar y Housing
Communit y Clubhouse)
EFMP Talk & Walk (Paige Fieldhouse)
Federal Hiring Process
EFMP Power Hour (Marine & Family Programs)
Plan My Move/Sponsorship Training (San Onofre)
Anger Management
Triple-P, Positive Parenting Program Seminar
Coping With Work and Family Stress
Shopping /Sales Events
1-30 Vision Center: Back to School Frame and Lens Sale
1-30 Vision Center: Fall Clearance Promotion: 20% to 50% of f
selected frames
1-30 Vision Center: Don’t lose your Flexible Spending Benefits! Use them
this Holiday Season.
1-30 Pendleton Family Dental: $50 of f Zoom! Whitening when you mention
this special.
TBD MC X U.S. Marine Corps Bir thday Wish Event
TBD MC X Holiday Gif ts Event
TBD MC X Holiday Fragrance Sale
TBD MC X Toyland Event
TBD MC X Veteran’s Day Sale
TBD MC X Great Gif ts Event
TBD MC X Pre-Holiday Sale
TBD MC X Af ter Thanksgiving Day Sale
Recreation/Semper Fit
5
8
11
13
16
20
25
27
28
29
Nutrition 101
Youth Spor ts Fall Soccer, Flag Football and Cheerleading Season Ends
Veteran’s Day: Open 2pm and close 10pm $1.00 per game and $1.00
shoe rental (Bowling Center)
Rifle & Pistol Match Meeting (USA A CG’s Cup)
Vado Del Rio Trap Shoot
Great American Smokeout (Health Promotion)
Tackle Football League Ends (USA A CG’s Cup)
Day before Thanksgiving: Open 9am and close 5pm (Bowling Center)
Thanksgiving Day: Closed (Bowling Center)
Day af ter Thanksgiving: 2pm to midnight (Bowling Center)
Dining /Club Events
(For Weekly Schedule see Page 79)
21
Cranberr y drink specials (Pub 1795)
27
Thanksgiving Day Brunch (Pacific Views Event Center)
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SCHEDULE OF EVENTS:
DEC/JAN
December 2014
Marine & Family Programs
1
1
2
3
3
4
4
5
8
8-12
9
9
9
9
9
9
10
10 -11
10
11
11
12
12
11
15
16
16
16
16
17
18
21
23
29
30
TBD
TBD
Staf fing Recruitment
Resumé Class
Stress Management
4 Lenses
Career Strategies (San Onofre)
Family Readiness Volunteer Training
PREP (Prevention & Relationship Enhancement Program)
Money Management
Inter viewing Class
Pre-Retirement Seminar (San Onofre)
Social Media Job Search
Job Search Workshops (San Onofre)
Money Management /Credit Management (San Onofre)
Career Strategies Par t 1
Anger Management
7 Habits of Highly Ef fective Militar y Families
Command Team Training
LINK S (Lifest yle Insights, Net working , Knowledge and Skills)
Volunteer & Skills Development
EFMP Playgroup (ADA Playground near Lake O’Neill Campgrounds)
Power Workshop
Investing Basics
5 Love Languages for Couples: DATE NIGHT
Career Strategies Par t 2
Federal Hiring Process
Plan My Move
Communication & Conflict Resolution Skills
Family Readiness Volunteer Training
Say What?!?: Interpersonal Communication
The Change Element
Militar y Spouse Job Club
EFMP Meet & Greet (San Onofre III Lincoln Militar y Housing
Communit y Clubhouse)
Anger Management
EFMP Talk & Walk (Paige Fieldhouse)
EFMP Power Hour (Marine & Family Programs)
Triple-P, Positive Parenting Program Seminar
Coping With Work and Family Stress
Shopping /Sales Events
1-31
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
Pendleton Family Dental: $50 of f Zoom! Whitening when you mention
this special. Gif t Cards Available
MC X U.S. Marine Corps Bir thday Wish Event
MC X Holiday Gif ts Event
MC X Holiday Fragrance Sale
MC X Toyland Event
MC X Veteran’s Day Sale
MC X Great Gif ts Event
MC X Pre-Holiday Sale
MC X Af ter Thanksgiving Saleshion Sale!
MC X Monarchs for Marines Santa Lunch
80
Recreation/Semper Fit
3
21
Nutrition 101
Vado Del Rio Trap Shoot
Dining /Club Events
(For Weekly Schedule see Page 79)
19
Eg gnog drink specials (Pub 1795)
January 2015
Dining /Club Events
16
Resolution breaker special (Pub 1795)
Shopping /Sales Events
1-31
1-31
TBD
TBD
Vision Center: New Year ’s Clearance Sale
Pendleton Family Dental: A Straight Star t! Star t your Or thodontic
Treatment and Save $100
MC X Januar y Home & White Sale
MC X Januar y Big Game & Fitness Sale
SCHEDULE OF E V ENT S: WEEK LY
SCHEDULE
Annual Weekly Schedule 2014
Bowling Center
Tue Morning Ladies-10am-League ends Apr 30 and will begin Summer League on May 7
Wed Morning Pilgrim Creekers-9:30am-League will end Apr 24 with senior summer doubles league beginning May 1
Wed Celebrit y-7pm-League ends May 8-Summer league trios will begin May 15
Thu His n’ Hers- 6:30pm-League ends May 9-Summer League will begin May 23
Sat Youth – On going ever y Saturday at 11:00am
Summer Kid’s Special-Jun 1-Aug 31 Mon-Thu, 9am- 4pm. Ages 17 and under bowl $1/game and free shoe rental
Dining /Club Events
Daily Lunch Buf fet 11am-11:30pm (Pacific Views Event Center)
Wed 4:30pm-close, Iron Mike’s Might y Menu (Iron Mike’s)
5pm-10pm & Fri 5pm-11pm (Shark y ’s All Ranks Club)
Fri:
4pm-9pm except for Special Events or Private Par ties (Pub 1795)
Fri 4:30pm-1:30am (Iron Mike’s)
Happy Hour Specials 4:30pm- 6:30pm
Cat fish Dinner 4:30pm-10:30pm
DJ Dance Par t y (No cover charge) 8:30pm-1:30am
Sat 4:30pm-1:30am (Iron Mike’s)
Burn your own steak or chicken night 4:30pm-8:30pm
Live Karaoke 8:30pm-11:30pm
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BUSINESS OPER ATIONS
BUSINESS OPER ATIONS
MCCS Business Operations is dedicated to maintaining consistent “Best in Class” quality and service for patrons
in all business components within the Division: Retail, Food, Leisure/Entertainment, Hospitality and Services.
By establishing employee and business partner ownership, profits are invested into Quality of Life Programs
and MCCS standards of service are maintained. The focus is to provide each patron with positive interactions
and memorable experiences. Business Operations strives to offer patrons the comforts of home by providing
nationally branded concepts and an exceptional level of service that our Marines, Sailors and families deserve.
Retail operates over thirty-five selling locations including three Marine Corps Exchanges (MCX) Main Stores, two
Package Stores, eight Gas Stations with six convenience stores, three Military Clothing locations and 17 Marine
Corps Exchange Marine Marts. The commitment to bringing quality brands at a fair price is exemplified with value
programs such as; Price Match Guarantee, Super Star Student, Baby and Me Program, Motorcycle Protective
Equipment discounts and Our Cost is Your Cost.
Food & Leisure/Entertainment is unwavering in providing distinct direct and indirect operated businesses
to patrons with relevant offerings recognized and requested. Camp Pendleton is home to nationally branded
food concepts like Dunkin Donuts, Sonic Burger, Panda Express, McDonald’s, Coffee Bean & Tea Leaf, Domino’s,
Wendy’s, Yogurtland, Subway and Coco’s Bakery and Restaurant.
A full service travel agency is available at Information, Tickets and Tours (ITT) and Leisure Travel offices where
patrons plan perfect getaways, along with purchasing discounted tickets to sporting events and entertainment
venues. Camp Pendleton also offers an 18-hole Championship length golf course that is one the best kept secrets
and a full service Bowling Entertainment Center.
Additionally, entertainment offerings have expanded to hosting a diverse collection of events throughout the
year, such as, the 4th of July Beach Bash, Gloriana Concert, the Leathernecks of Comedy and Entertainment Tour
and the Filthy Fun Fest at the World Famous Mud Run®.
Hospitalit y businesses provide a variety of locations that will leave a lasting impression on anyone visiting
Camp Pendleton. Patrons enjoy two award winning beaches; one a secluded jewel with scenic views and prime
surfing and the other a beautiful and relaxing resort. Two award winning temporary lodging facilities round out
on-base accommodations. The South Mesa Lodge boasts stunning views of the Pacific Ocean from every room
and Ward Lodging provides the perfect hideaway with a comfortable and cozy hometown feeling. Business
Operations prides itself in providing the perfect on-base lodging options for anyone’s needs.
At the Pacific Views Event Center, a variety of event and catering options are offered whether it’s a chic wedding,
retirement ceremony, winter formal, casual business or social breakfast, or an elegant sit-down dinner, formal
conference, meeting or training seminar. The Center also caters events at other locations such as weddings on the
beach, office parties and unit functions.
Ser vices include direct and indirect run businesses which provide a variety of everyday needs to patrons. This
includes Tailor Shops, Barber Shops, Optical with Optometry Services, Vending Services, GameStop, WiFi in the
barracks, car and truck rental, dry cleaner, self-storage and a Paintball Park. Business Operations offers a diverse
variety of conveniences to fulfill patron’s needs with the utmost regard to quality and customer service. The team
of creative innovators continue to look for exciting new business endeavors to meet customer’s needs.
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RE TAIL
RE TAIL
MCCS Marine Corps Exchange (MCX) Camp Pendleton is the largest Retail Operation in the Marine Corps System.
There are over 40 selling locations aboard the base, ranging from small convenience stores and service stations
to the Pacific Views Exchange which opened in 2012 offering a complete large scale department store assortment.
MCX Camp Pendleton remains in step with the needs of Marines and Sailors stationed aboard base by offering
a full line of products and services from a variety of retail operations, all designed to meet the needs of the
discerning and informed patron. The revenue from these retail operations are returned to customers by financially
supporting numerous MCCS quality of life activities. The overall mission of the Retail Division is to contribute and
support these programs for the entire military community.
The MCX Value Programs such as “Corps Brands, Corps Value”, the private “1775” label, “Another Corps Value”,
“Exchange Select”, Price Match Guarantee” “Our Cost is Your Cost”, “Baby and Me” and “Super Star Students”
have proven to be essential nonpaid benefits that patrons have come to rely on for savings, value, and service.
From rewards for students who perform well in school, to saving via generic alternatives in the merchandise
assortment, MCX has an entire compliment of Value Programs for authorized patrons in every demographic. The
full details of the entire range of MCX Value Programs can be viewed online or provided at any of the MCX facilities.
One of the most exciting and well-received efforts that MCX has undertaken in recent years is the “I Can Do That”
Program. This associate empowering effort allows its core element, front line associates, the ability to resolve
the vast majority of customer service issues right on the spot without delay. From price match questions to
issues involving product or service quality, associates have been given the latitude to do what it takes to meet the
expectations of customers. Problem resolution is a key component in the ultimate success of any business; MCX
has taken bold steps towards insuring customer satisfaction in front and center in all operational decisions.
MCX is committed to using the Annual Associate Satisfaction and Customer Satisfaction (ASI/CSI) Surveys as key
performance measures in determining how well the MCX is meeting the expectations of patrons and associates. In
addition to the annual ASI/CSI Surveys, the recently developed “Dress Blue Experience” has been implemented in
all MCX operations worldwide with the ultimate goal of providing each command with a “just in time” report card
of how they rate against outside retailers. This evaluation metric and benchmark scorecard, which is set solidly
against industry performance and delivery standards in customer service, will prove invaluable in the future as
the MCX seeks to become “ best in class” when delivering the ultimate shopping experience to each of
its customers.
The MCX Facility Team experienced new additions in 2013 with new Marine Marts opening at 41 Area (Las Flores)
and the MCAS in 22 Area. These stores provide much needed goods and services in remote and or highly secured
areas. Marines and Sailors would be relegated to significant time and travel to meet their needs if these two sites
were not available.
Major equipment and service improvements were completed at two of the largest Fuel Stations aboard the base
in 2013, with both the 13 area and 22 area stations receiving new canopies, marquees and lane identification
upgrades to better serve our valued patrons.
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RE TAIL
In the immediate horizon of the ever-changing world of MCX are two exciting initiatives which will enhance the
overall shopping experience aboard Camp Pendleton:
1. A top to bottom remodelling project for the Country Store is set to begin in Spring 2014 and will transform the
existing facility into a state-of-the-art Hyper-Marine Mart with expanded products and services to meet the needs
of Mainside customers.
2. The ground breaking of the new Fuel Station/C-Store/Food Outlet in the 20 Area adjacent to the Pacific Views
MCX. This facility will enhance accessibility for fuelling and reduce congestion at the existing station, as well as,
provide a state-of-the-art beverage store.
With the recently completed efforts, as well as, upcoming initiatives, the future continues to look bright for the
MCX and more importantly the patrons served.
CUSTOMER COUNT:
DailyAnnually
Gas Stations6,7952,480,000
Pacific Views MCX
5,984
2,184,000
Marine Marts4,5861,674,000
Country Store998364,275
Pacific Plaza410149,740
Mainside MCX300109,674
San Onofre MCX
296
107,875
Military Clothing Stores
280
102,275
Total19,6497,171,839
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SEMPER FIT
SEMPER FIT
MCCS Semper Fit Division provides a variety of leisure and recreational activities for the Marines, Sailors,
families, retirees, DoD employees and authorized patrons aboard Camp Pendleton. Semper Fit’s extensive
programs are designed to meet the needs of the large and diverse population of the installation while providing
quality of life activities that promote healthy lifestyles and physical readiness which support combat readiness,
retention and camaraderie.
Semper Fit is composed of four departments: Wellness and Single Marine Program (SMP), Leisure Time
Recreation Services, Athletics and Race Series/Business Development. A staff of 200 fitness and recreation
professionals manages, leads, and executes all aspects of programming on behalf of the patron and, in some
cases, may be supported by augmented active duty staff members.
Semper Fit offers 13 state-of-the-art fitness centers with High Intensity Tactical Training (HITT) centers,
fitness, ocean and pool aquatics programs, horseback riding stables, movie theater, auto skills center,
marina, competitive athletic scheduling for intramural, varsity and All Marine Sports, as well as, Youth Sports
programming. Semper Fit oversees seven SMP Recreation Centers with computer labs, video gaming centers,
and music studio capabilities. SMP provides a number of special events (comedy tours, concerts, etc) and trips
(Grand Canyon, Las Vegas, Magic Mountain) which single service members can take advantage of during their
off-duty hours and weekends.
Additionally, Semper Fit offers the competitive Hard Corps Race Series® comprised of six world class events
to include: Hell Fire Fat Tire (mountain bike race), Heartbreak Ridge Half Marathon, 10K, 5K and 1K kid’s run,
Semper Tri and Devil Dog Duathlon, Water Warrior Festival (stand up paddle board racing and various waterman
races), and Tour de Camp Pendleton (centurion bike ride). Among the races is the World Famous Mud Run®
(WFMR) -- just completing its 20th year. A plank holder in the now popular mud run events, WFMR expanded the
event by providing an entertainment venue offering the Filthy Fun Fest for post-race entertainment, live music,
food, beverages and games.
Semper Fit Facilit y Usage:
FY 2013
FY 2014 forecast
Total5M5.2M
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M A RINE A ND FA MILY PROGR A MS
M A RINE A ND FA MILY PROGR A MS
Behavioral Health Branch
Behavioral Health offers an integrated system of care that supports Marines, Sailors and their families with a full
spectrum of counseling care programs.
Communit y Counseling Center
A cornerstone of the integrated behavioral health network, the Community Counseling Center (CCC) is the
newest addition to the Camp Pendleton behavioral health program cadre of licensed counseling professionals.
At the CCC, Marines, Sailors, and their families can receive no-cost counseling for such life issues as couple’s
communication issues, parent & child relationship problems, occupational issues, and grief counseling. Specialists
at the CCC can also provide care management to link clients to needed services such as financial and legal
counseling on base and other Marine & Family Programs services which can relieve stress and prevent problems
from becoming out of control issues that can affect work and family life.
Consolidated Substance Abuse Counseling Center
The Consolidated Substance Abuse Counseling Center (CSACC) offers a continuum of substance abuse education,
prevention, and outpatient treatment for active duty, family members, and retirees.
Family Advocacy Program
Counseling Services is the home of the Family Advocacy Program (FAP), which offers educational programs,
prevention programs, and counseling to couples and individuals experiencing domestic violence. By providing
prevention, education, and individual and group counseling services to those families experiencing domestic
violence, FAP clients gain support in overcoming personal and professional challenges. FAP Victim Advocates
operate 24/7 to provide assistance to victims of domestic violence at all times and under all circumstances.
Prevention & Education
Family Advocacy provides oversight of the highly qualified and experienced Prevention & Education (P&E) staff
that provides classes and briefs including Anger Management, Domestic Violence, Child Abuse Prevention, Stress
Reduction, Communication & Conflict Resolution, and other important life issues. These P&E classes are offered
at key locations aboard Camp Pendleton and are available to active-duty service members and their spouses.
P&E also provides on-site support to Military Commands providing briefs on such important topics as Suicide
Prevention, Stress Reduction and Family Violence (child and spouse abuse).
The New Parent Support Program
The New Parent Support Program (NPSP) is comprised of a professional team of licensed clinical social workers,
marriage and family therapists, and registered nurses who provide an intensive prevention and outreach
program. NPSP offers in-home visits, parenting education classes, and information and referrals. NPSP services
are available to active-duty personnel and family members who are expecting a child or who have children under
the age of six.
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M A RINE A ND FA MILY PROGR A MS
Sexual Assault Prevention and Response
The Sexual Assault Prevention and Response (SAPR) providers facilitate a coordinated response to assist victims
of sexual assault. The SAPR program provides care for adult sexual assault victims and system accountability for
all awareness, prevention, and response training. The SAPR program providers coordinate medical treatment,
emergency care, tracking of services provided to victims and victim advocate support. The SAPR program operates
in garrison as well as in the deployed environment. SAPR Victim Advocates provide emotional support, crisis
intervention, liaison with commands and court proceedings and provide support at medical appointments. The
SAPR program victim advocates are available 24/7.
Family Care Branch
Family Care incorporates the Child Development Centers (CDCs), Youth and Teen Programs, Family Child Care,
School Age Care (SAC), Families OverComing Under Stress (FOCUS), and the Exceptional Family Member Program
(EFMP) at Camp Pendleton. Due to the demand for childcare aboard Camp Pendleton, the new San Rafael CDC
located near the front gate is slated to open in December 2013. Family Care maintains national accreditation for all
CDCs and SAC programs.
Both SAC and Youth Programs are Boys and Girls Club affiliated and offer programs that encourage growth
in individuals and good citizenship. FOCUS provides resiliency training for couples and families with children
experiencing deployment stress. EFMP has expanded staff levels to facilitate significantly enhanced services
to families to include funded respite care, educational workshops, support with school Individual Educational
Plans, a resource library, and numerous other benefits. Commands receive additional support through the
Family Care Branch as staff is provided for Short-Term Alternative Childcare for command events, and emergency
care is arranged for service members experiencing severe challenges. All needs and requests are reviewed and
considered on an individual basis.
Family Readiness Branch
The Family Readiness branch consists of four unique programs focused on providing interactive educational
workshops. Each program is designed to enhance the resilience and readiness of service members and their
families. Classes are open to service members, spouses, significant others, kids, teens, parents, and extended
family members. No-cost childcare options are available with registration for every session. Evening and weekend
classes are available.
LifeSkills
Emphasizing communication skills, relationship building, or personal growth, every workshop offers an open
and highly interactive atmosphere where participants are in the driver’s seat. Classes are geared toward every
demographic, catering to those who are single or married. With curriculum designed by best-selling authors and
highly acclaimed personal development groups, these workshops can generate results that impact every aspect of
a participant’s life.
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M A RINE A ND FA MILY PROGR A MS
Lifest yle Insight, Network, Knowledge, and Skills
The ultimate goal of the Lifestyle Insight, Network, Knowledge, and Skills (L.I.N.K.S) programs is to provide fun and
engaging workshops that equip participants with the knowledge and tools they will need to navigate the military
lifestyle. Offering five different sessions to meet the needs of each audience is the key to L.I.N.K.S. success.
Whether attending a session for Marines, spouses/significant others, parents, extended family members, teens, or
kids, attendees are guaranteed to walk away empowered, informed and with some new friends, too.
Readiness and Deployment Support
Offering classes, workshops, and briefs that span a variety of readiness education and deployment support issues
defines the role of this program. The “Warrior Kids” series provides support and encouragement to kids ages 5-12
throughout the entire deployment cycle (pre, mid, and return). The “Warrior Teen” workshop is geared toward teens
ages 13-18 and focuses on the challenges that are unique to that age group when a parent deploys. The “Strong
Marine Couples” reintegration workshop addresses the ups and downs of reuniting in a relaxed environment.
Family Readiness Program
Centered primarily on the formal training required for the Unit, Personal and Family Readiness Program, classes are
available for family members interested in becoming more involved in their unit’s program as a volunteer and for
active-duty members serving in a supporting role of their unit’s program. Additionally, a workshop for the spouses
of O-3/E-8s and above is held on a quarterly basis and offers participants a chance to learn from each other, share
great ideas and discover where they fit into their unit’s program.
Personal and Professional Development Branch
Personal & Professional Development is comprised of Personal & Professional Development – Transition and
Resources (P&PD-T&R) and Personal & Professional Development – Education & Libraries (P&PD-E&L).
Personal & Professional Development – Education
P&PD-E&L serves Marines, Sailors, and their families. Services include tuition assistance processing, military
testing, the Department of Labor’s United Services Military Apprenticeship Program (USMAP) programs, a
four-week Military Academic Skills Program providing basic skills, veteran’s benefits advising, on-base college
coursework, educational counseling services to include assessment analysis, six on-site colleges or universities,
and seven visiting schools of higher learning. Library services include books and magazines (print), internet access
and wi-fi, copiers and fax machines, children’s programs, research assistance and interlibrary loan with other
installations, study carrels, special collections (e.g. Commandant’s Reading List), Tutor.com, the only bookmobile
Marine Corps-wide, and the highest number of participants in a summer reading program DoD-wide.
Personal & Professional Development – Resources
P&PD-T&R services include the Transition Readiness Program (TRP), the Family Member Employment Assistance
Program (FMEAP), Personal Financial Management Program (PFMP), Information and Referral (I&R), the Volunteer
and Skills Development Program and Marine & Family Career Centers. Annual Career and Education Expos are
offered showcasing over 100 local and national employers and educators.
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M A RINE A ND FA MILY PROGR A MS
Transition Readiness Program
The Transition Readiness Program (TRP) includes the Transition Readiness Seminar, a mandatory five day
Transition workshop to prepare service members and their families for re-integration into their civilian career
or education choice upon leaving active duty. Programs also include two Senior Pre-Retirement Seminars and
an Officer Under Twenty (OUT) Seminar for Junior Officers. On-site Department of Veterans Affairs services are
available through TRP (filing of medical claims, medical record screening and benefits counseling).
Family Member Employment Assistance Program
The Family Member Employment Assistance Program (FMEAP) supports military spouses seeking to fulfill their
employment, education, and career goals. Spouses receive one-on-one employment coaching, referrals to local
area military friendly employers, and other career services. FMEAP provides a Career Strategy Workshop for
spouses on a bi-monthly basis.
Personal Financial Management Program
The Personal Financial Management Program (PFMP) provides financial education and counseling. One of the key
focuses of PFMP is the Command Financial Specialist “Train the Trainer” course. This is vital to commands having
a trained representative within their commands to help their service members with financial issues. PFMs provide
the following classes: Basic Money Management, Credit Management and Credit Score, Basic Investing, and
Advanced Investing. Other classes are available upon request: Home Buying, Car Buying, and the Thrift Savings
Plan (TSP), which all align with the annual Military Saves event.
Information and Referral
Information and Referral (I&R) is the 9-1-1 for information west of the Mississippi. I&R Specialists provide Marine
& Family Program briefs as well as give an overview of what MCCS offers Marines and their families. I&R holds a
Welcome Aboard Brief weekly at the Joint Reception Center to familiarize Marines, Sailors, and their families with
resources available on the installation and in the local community.
Volunteer and Skills Development Program
The Volunteer and Skills Development Program coordinates volunteer opportunities for spouses, service
members, and youth on and off the installation. The Volunteer Coordinator works with on- and off-base agencies
to promote volunteer opportunities aboard the installation. One key focus of the program is to support spouses
in gaining skill-building opportunities through volunteering, then translating that experience into work-related
experience when applying for employment. The Coordinator also monitors hours for volunteers and works with
the military for their Volunteer Commendation Medal. Camp Pendleton hosts an annual Volunteer Recognition
Ceremony to acknowledge all volunteers who support the installation.
Marine & Family Career Centers
The Marine & Family Career Centers offer job search classes, career coaching services, resume assistance, mock
interview assistance, internet job search support, etc. The Career Centers are open to active duty, military
spouses, retirees, and civil service/NAF employees.
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HUMAN RESOURCES
HUMAN RESOURCES
MCCS understands that the key to success for all its businesses and programs depends on employees. MCCS
Human Resources at Camp Pendleton is a full service office that not only assists management in the recruitment
and hiring of employees, but also manages employee development programs, administers employee benefit
opportunities, ensures that Equal Employment Opportunity laws are enforced and maintains a positive
partnership with the Union (National Federation of Federal Employees Local 919). MCCS prides itself on its
diverse workforce and is focused on providing all employees with a safe and fair work environment.
Human Resources Division Goal
MCCS, which strives to be the Employer of Choice, will treat all individuals with respect, while identifying
the right people that will add value to the MCCS Quality of Life programs in support of the military and their
family members.
Human Resources Recruitment Campaign
We make it our business-employing motivated individuals to support America’s Heroes.
Workforce Demographics
Average employee population is 2,100. Category of employees: Appropriated and Non-Appropriated Employees
(approx. 60% “regular” and 40% “flexible”)
“Regular” category MCCS employees are eligible for a generous benefit program including: annual leave, sick
leave, medical and dental insurance, long term care, life insurance, a retirement plan, a company match 401k
program and a Flexible Savings Account.
Staf fing Of fice
The Human Resources Staffing Office receives an average of 1800 applications/resumes on a monthly basis.
There are an average of 70 new hires per month.
Employee Turnover
MCCS understands the cost of employee turnover. The turnover rate by division is reported to management once
a year and for 2012 MCCS overall turnover rate was 40%. The turnover rate is within industry standards, or lower,
when compared to similar businesses off base. In addition, with the number of active duty military and family
members that comprise the MCCS workforce, it is a known cost of business that those employees will rotate
away from the base causing an increase in turnover.
Employee Development
MCCS has a strong commitment to training, education and career development of its employees. The dedication
to employee development is reflected in the MCCS University program, which encompasses approximately 110
classes and a generous tuition assistance program.
EEO/Labor
MCCS supports the Commanding Officer’s zero tolerance policy against any acts of discrimination. MCCS
employees are covered under the negotiated agreement with the National Federation of Federal Employees
(NFFE) Local 919. There is open communication and a positive relationship between NFFE and the organization.
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HUMAN RESOURCES
Recruitment Plan
Human Resources utilizes all available recruitment opportunities to attract and retain a qualified and
diverse workforce including: banners/marquees at base entry gates, small recruitment banners throughout
the base, at career fairs on-base and in the local community, mccsCP.com website vacancy notifications,
social media and external job search engines.
Human Resources Points of Contact
Administration Retail
Business Operations
Semper Fit
Marine & Family Programs Support
Worker’s Compensation
EEO/Labor
Employee Development
98
725-5631
725-3842
725-5875
725-5889
725-5796
725-8976
763-9968
725-5299
725-4930/5451
HUMAN RESOURCES
Ever y Month
MCCS 101 (NEO)
Customer Ser vice Refresher
Adult CPR /1st Aid
Jan
Annual Mandator y Classroom training.
(EEO, SAPR , POSH, PII. etc.)
* There will also be multiple new classes rolled out
throughout 2014.
Feb
Annual Mandator y Classroom training.
(EEO, SAPR , POSH, PII. etc.)
Adult CPR / 1st Aid
Mar
Annual Mandator y Classroom training.
(EEO, SAPR , POSH, PII. etc.)
Sync-or-Swim
Time Management Skills
Winds of Change
Civilit y in the Workplace
Lead with St yle
Leadership Skills for Managers (LSFM)
Get ting Outside the Box
The Balancing Ac t
Adult CPR /1st Aid
Apr
Defense A gainst Burglar y and Robber y ( Team
Building)
Behind the Scenes
Would I work for Me?
Generations
Change Element
May
Sync-or-Swim
Get ting Outside the Box
The Balancing Ac t: Basic Super visor y Skills
MCCS Manager ’s Course
Budgeting Basics
Jun
Civilit y in the Workplace
Lead with St yle
What a Waste of Time
Winds of Change Leadership Skills for Managers
(LSFM)
Would I Work for Me?
Jul
Sync-or-Swim
Lead with St yle
Defense A gainst Burglar y and Robber y
( Team Building)
Behind the Scenes
MCCS Manager ’s Course
Generations
Aug
Get ting Outside the Box
The Balancing Ac t: Basic Super visor y Skills
Would I Work for Me?
Change Element
September
Sync-or-Swim
Civilit y in the Workplace
Lead with St yle
Time Management Skills
Leadership Skills for Managers (LSFM)
Generations
Oct
Defense A gainst Burglar y and Robber y
( Team Building)
Behind the Scenes
MCCS Manager ’s Course
Would I Work for me?
Budgeting Basics/Finance for the Non-f inancial
Professional
Nov
Leadership 101
Change Element
Dec
Training Updates & Refreshers
Jan 2015
Annual Mandator y Classroom training. (EEO, SAPR ,
POSH, PII. etc.)
* There will also be multiple new classes rolled out throughout 2015.
* List does not include some HQTRS sponsored classes
* List does not include Semper Fit Health Promotions classes.
Class dates TBD.
* List does not include Marine and Family Program classes.
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LOGISTICS
LOGISTICS
MCCS Logistics provides a large spectrum of services for internal and external patrons. In addition, Logistics is the
catalyst for the Regionalization Program, in which Project Management or Design/Build capabilities are rendered
to the surrounding MCI-West Commands. Logistics is comprised of 102 employees in Maintenance, Construction,
Project Management and Overhead. Logistics Division interacts with Public Works, FMD, FSC and other base
components. Logistics is responsible for the maintenance and upkeep of all MCCS facilities and vehicle fleet.
Logistics Division averages between 40-50 budgeted/unbudgeted NAF and APF projects annually.
Construction
The Construction Section is responsible for new construction, renovation and major remodeling projects for
MCCS facilities. In 2013, this section had its busiest year on record with the following: completing a transformation
of the Lake O’Neill Peninsula, adding HITT Centers at 24, 31, 43, 62 Areas, converting Buildings 1101, 1102, 1339,
51080 TRS Rooms, renovating MCAS Area Exchange, replacing 22 and 33 Area Gas Station Canopies and Signage,
renovating 43 Area Single Marine Program facility and Bldg. 16150 CSAC. This team completed over $5.7M local
capital projects in response to the need of the company’s business operations and mission requirements in
support of our Marines, Sailors, family members and retirees. This looks to be an even bigger year for the MCCS
Construction Team.
Maintenance
The Maintenance Section provides a myriad of services to over 420 MCCS facilities, multiple vehicle fleets aboard
base, and special events. Services include, but not limited to, electrical, plumbing, metal fabrication, carpentry,
communications, heavy equipment, landscaping, vehicle procurement and maintenance, and special event
support. Furthermore, the maintenance team aids in the execution of construction projects and facility and
equipment repairs. This team works diligently to ensure all efforts made in their daily duties are consistent with
customer’s expectations and the MCCS Mission Statement. This section also provides vehicle support with a fleet
size of over 300 government vehicles and communications support through AT&T with over 375 cellular phone and
data card lines currently active. Motor Transport has been the primary source of services and repair for all SWRFT
light duty vehicles through a Memorandum of Agreement. Other regular external customers include Fallbrook
Naval Weapons Station, ACU-5, AVTB, and MCCTSA, just to name a few. The Maintenance Team is in constant
demand for special events such as, the Filthy Fun Fest, 4th July Beach Bash, Endless Summer Beach Party, and
other MCCS productions. Working alongside the staff at ITT, charter tour bus service is provided to all eligible
patrons throughout Southern California and Nevada. To date, 40 bus runs have been provided this year. In 2013,
the Maintenance Section, completed approximately 12,000 work orders and supported 19 construction projects
and 18 special events.
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OPER ATIONS
OPER ATIONS
Goals
The primary mission of the MCCS Operations Section is to facilitate the delivery of support and services to the
patron; the Marines, Sailors, Civilian Marines and Families. The MCCS Coordinator program is an important
part of the Operations Section. This program provides a liaison and interface conduit between MCCS program
service and support providers and the Area Commanders and tenant units aboard Camp Pendleton. The
MCCS Coordinator program facilitates understanding; communicates customer feedback; integrates support
capabilities; and supports a wide range of Command Support Events. The Review & Analysis Branch performs
audit and internal control oversight of MCCS facilities, and provides service to the units aboard Camp Pendleton
and authorized patrons by processing all fundraising and facility use requests on behalf of the Commanding
General. They also manage the Private Organization program for the Commander. During a crisis aboard the Base,
the MCCS Operations Section mans the Crisis Action Team and Crisis Planning Group to provide expert analysis
and knowledge. The MCCS Operations Section provides targeted information and coordinates available MCCS
support and services to the patrons in the command environment, enhancing the MCCS experience and improving
readiness and quality of life on Camp Pendleton.
Mission Statement
To improve readiness and quality of life during both emergency and routine periods of operation by providing
targeted information and support and acting as liaison between MCCS and its providers and the Area Commanders
and tenant units aboard MCB Camp Pendleton, as well as, authorized patrons and the general public.
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BA SE ORGANIZ ATIONS
BA SE ORGANIZ ATIONS
MCCS and other on-base organizations are in partnership sharing the vision and mission of promoting quality of
life programs for the military and their families aboard Camp Pendleton. Base organizations and MCCS offer many
cross-promotional opportunities, which may be capitalized on in 2014.
Pacific Plaza Commissary
Due to the location of the Main Commissary at Pacific Plaza, events are exposed to a high traffic area. Various
MCCS Divisions have planned events and cross-promotions at this location and submitted fliers as bag stuffers.
Call (760) 430-1701.
Naval Hospital Camp Pendleton
Camp Pendleton hospital programs offer many opportunities to cross-promote with MCCS. Over 2,400 staff
members support the hospital and offer some of the most technologically advanced medical services available.
The new hospital near the main gate has opened and the transition of staff and services has been completed.
Contact Doug Allen, Public Affairs Officer at (760) 725 1271 or douglas.allen@med.navy.mil.
Camp Pendleton Fire Department
The Fire Department offers cross-promotional opportunities by attending and participating in MCCS events.
Contact Chief Robert Johnson at (760) 763-2703.
Camp Pendleton Recycling Program
Leading the way among Marine Corps Recycling Programs, Camp Pendleton promotes environmental stewardship
to meet Federal and State diversion mandates. Teamwork from Camp Pendleton leaders, residents, tenants, units
and Commands are making important Navy & Marine Corps contributions, showing surrounding communities
that Camp Pendleton cares about the environment. Recycling revenues contribute to MCCS and base programs.
Contact: Charles Bradshaw at (760) 725-4982, or charles.p.bradshaw@usmc.mil, CPrecycle.com Main Recycling
Center-22 Area. Satellite Centers-13/52 areas.
Notable Events:
Jan-Mar
Feb
Nov 10
OWC College Scholarship Applications – camppendletonowc.org
Marine West Expo (Pacific Views Event Center)
Marine Corps Birthday
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INTERNAL MARKETING OPPORTUNITIES
INTERNAL MARKETING OPPORTUNITIES
mccsCP.com Website - The website has delivered an abundance of unique benefits to MCCS, including lower
costs for promotional distribution, current information access and a larger global audience reach. The entrance
into social networking sites such as Facebook, Twitter, Instagram and Google+ allowed more interaction with
customers online in a transparent and open platform. The mccsCP.com site had 3.1M page views in 2013 and is an
integral component to any marketing plan.
Video – An exciting method of marketing especially to a young audience. Create rich advertising opportunities
with in-house or external video editing and compositing services for exposure online, the movie theater, DVDs,
commericials and more.
Print Media – Professionally designed, eye-catching print material is another method to effectively reach
customers. Resources include posters, brochures, direct mail pieces, counter cards, table tents and banners.
Email – Customers can subscribe to email advertising at mccsCP.com. This opt-in, opt-out email advertising is
then sent directly to the subscriber. The email open rates remain very strong between 17-20%.
Electronic Marquees – Roadside curb exposure to customers on-the-go with base marquees strategically
located at high traffic areas. Messages are programmed weekly on a rotating basis and receive high visibility.
In 2013, three new casino style marquees were installed at the Main Gate, San Luis Rey Gate and entrance to
Fallbrook Naval Weapons Station. Additional marquees are planned for the future.
Movie Theater – Broadcast messages larger than life at the Base Theater in high definition. MCCS
advertisements are previewed before each movie. The base theater is frequented by 5,000(+) patrons monthly.
Social Media - Strategic messages promoting grand openings, special events and programs and services are
broadcast on the largest MCCS Facebook page in the Marine Corps delivering exceptional results. For a more
targeted approach, Twitter, Pinterest and Google+ may be utilized.
Welcome Aboard Packets – The Joint Reception Center (JRC) distributes weekly informational packets to
Marines and their families aboard Camp Pendleton. Distribution includes Welcome Aboard briefs, Pre-deployment
briefs, Command Indoc’s, Family Days, Kid’s First Fair and JRC Walk-ins.
JOINT RECEPTION CENTER DISTRIBUTION
Joint Reception Center Standard weekly packets
Packets with additional materials and/or special events
Annual packets
(Welcome Aboard, Command Indoc’s, Family Days & Walk-ins)
# OF PACKETS
30-50
30-300
2,500-3,000
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SOCIAL MEDIA
SOCIAL MEDIA
MCCS Camp Pendleton’s social media strategy in 2013 continued to have a major impact on the promotion of
events and programs offered. Through continuous engagement with our online community, Camp Pendleton
continues to lead the Marine Corps in it’s online presence on Social Media platforms.
Facebook continues to dominate the social media platform market and currently has over 1 Billion users
worldwide. Camp Pendleton’s user base with over 23K Facebook “Likes” on the primary MCCS Fan page
continues to have one of the largest followings in the Marine Corps. With an actively engaged user base, there
is potential to reach more than 12M customers by marketing to their friends. MCCS Camp Pendleton has more
than 60K fans, across 43 different “fan pages” on Facebook.
MCCS is actively involved in many other Social Media platforms. As of January 2014, there are over 2,000
Twitter followers, over 50K YouTube video views and over 1M photos viewed on Flickr. The Marketing Division
has continued its social media reach with successful integration of Google+ and Instagram increasing those
platforms growth by more then 200% in the past year.
Social Media was implemented to build connected relationships with existing and new customers. The shift in
consumer behavior has demanded that companies become more transparent and engage with their customers
and communities. By establishing a successful presence on many of the largest social media networks, MCCS
continues to send the message to customers that not only are we listening, but we’re here to help.
The focus in 2014 will be the continued growth and development of these platforms in order to market
programs, activities, and events as well as continued engagement with the online community. Building
promotional campaigns specifically around social media to engage the community with the MCCS brand allows
us to further extend our reach into our customer lives on a daily basis.
MCCS Camp Pendleton projects to reach 30K “Fans” on the primary Facebook page (Facebook.com/mccsCP) by
the end of 2014.
Social Media Stats as 1/1/14
• Facebook: 60K fans across 43 Fan Pages
• Over 23K Fans on Facebook.com/mccsCP a 25% increase over 2012
• mccsCP is ranked the 8th largest Facebook Fan page in the Marine Corps
• Traffic to mccsCP.com from Facebook rose 9% in 2013
• Twitter Followers: 1,900+
• YouTube: Over 38K videos viewed
• Flickr: Over 1.8M photos viewed
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DESIGN & INFORMATION TECHNOLOGY
DESIGN & INFORMATION TECHNOLOGY
The MCCS Marketing Design and IT team are innovative skilled professionals that produce materials Marine Corps
wide. The team strives to produce high quality effective print and web design, processing projects from concept
to completion from small scale campaigns to Marine Corps wide campaigns. In 2013, the design department
processed over 1,000 projects, an increase of 47% compared to 2012.
Capabilities
Project Requests
Pre-planning by program managers is crucial for the design and production of marketing materials. The
department adheres to established timelines to meet deadlines and customer needs.
Electronic Design
Websites, email campaigns, presentations, video, DVD/CD-ROM and Adobe Acrobat PDF.
Print Design
Brochures, posters, direct mail pieces, calendars, logos, booklets and more.
Signs and Banners
Design and layout with outsourcing the production of signs and banners.
Project Requests
Requests are submitted to the department electronically via Marketing Specialists. Projects are distributed and
progress is tracked via an online project management system.
Timelines
A detailed breakdown of timelines associated with the design and production of typical projects is provided on
the following page.
Qualit y Control
The department goal is to ensure customers receive quality products. Individual projects filter through proofing
stages prior to final review and approval by the customer.
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DESIGN & INFORMATION TECHNOLOGY
Project Requests
Pre-planning by Program Managers is crucial for the design and production of marketing materials.
The department adheres to established timelines to meet deadlines and customer needs.
Example Project Timelines
POSTER-PRINTED IN-HOUSE
Print Quote
Design
Print
2 Working Days
10 Working Days
5 Working Days
TOTAL TIME =
17 PRODUCTION DAYS
BROCHURE-PRINTED
COMMERCIALLY
Print Quote
Design
Print
5 Working Days
10 Working Days
10 Working Days
TOTAL TIME =
25 PRODUCTION DAYS
DIRECT MAIL
Print Quote
Design
Print & Mail
Circulation
5 Working Days
10 Working Days
12 Working Days
10 Working Days
TOTAL TIME =
37 PRODUCTION DAYS
Timelines for Graphic Design Projects
PHASE ONE – PRINTING QUOTE
Quotes are completed and approved prior to submission of project request
In-house printing quote
2 working days
Commercial printing/production quote 5 working days
PHASE TWO-GRAPHIC DESIGN REQUEST
Initial submission to first proof
First proof returned
Final completion of design
Total design time
10 working days
2 working days
3 working days
15 working days
PHASE THREE – PRINTING
In-house printing
Commercial printing
Direct-mail printing and handling
5 working days
5-10 working days
12 working days
Note: Some projects may have specifications that will require additional production time
DIRECT-MAIL CIRCULATION PHASE
Allow 10 days float time when using bulk mail
Note: Some projects may have specifications that will require additional production time.
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m c c s C P. c o m W E B S I T E
m c c s C P. c o m W E B S I T E
mccsCP.com continues to increase traffic exposure and expand in its fourteenth year as the information
destination for MCCS activities and Camp Pendleton events. Continual content updates along with close
integration with Facebook and other social applications resulted in over 3.1M page views in 2013.
Consistent promotion of the website and social networks on the majority of print advertising materials reinforce
that the web and social networks continue to be key tools in the promotion of MCCS events and programs.
Site changes improved user experience and increased usability. The use of new real-time analytics tracking
applications allowed for clear visibility of end-user site usage and information flow. Statistics clearly showed that
the use of mobile and tablet devices steadily increased to account for over 40% of overall site visits.
Due to the quick growth of the mobile space, the focus for 2014 will be on the re-development of mccsCP.com
with a “Mobile First” approach to content structure using a responsive design. This approach will provide an
optimal user experience with easy reading and navigation with a minimum of resizing, panning and scrolling
across the most commonly used devices such as mobile phones, tablets and desktop computers. Launch of the
new responsive site is targeted for Mid-2014.
As always, a consistent focus is placed on making sure the mccsCP.com website follows trends which stay in line
with web standards and emerging technologies that focus on the core audience, the military and their families.
WEB STATS
20122013% CHANGE
Page Views
3.2M
3.1M
2%-
Total Visits
1.3M
1.4M
9%+
Avg. Time On Site
2:59min
2:44min
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m c c s C P. c o m W E B S I T E
UNIQUE VISITORS
Dec
Total
% change from
previous year
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
2013
65,632
57,147
66,064
65,807
69,875
74,301
77,182
64,324
53,955
57,367
52,676
56,591 807,984
+6%
2012
55,526
55,162
57,737
60,248
70,877
74,682
75,050
67,763
58,471
59,767
63,615
63,615 757,152
+21%
2011
45,663
43,347
51,256
50,344
55,051
65,415
59,902
54,127
45,827
51,267
53,216
48,861 624,276
+20%
2010
39,883
38,052
43,704
43,065
45,829
50,592
50,166
46,773
41,773
38,988
39,829
41,131 519,785
+20%
2009
33,782
30,688
36,341
33,914
35,902
40,371
43,048
39,613
35,045
34,406
34,660
35,163 432,933
+40%
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
VISITS
Month
Jan
2013 113,855 97,544 113,755 114,042 120,904 131,806 139,737 117,519 94,662
96,798
Dec
Total
% change from
previous year
91,859 106,118 1,430,512
+9%
2012
90,779
90,490
96,770 103,172 124,359 128,642 130,085 119,326 98,458 100,202 98,894 115,548 1,296,725
+21%
2011
81,612
74,471
90,271
88,017
96,448 112,598 106,223 94,783
77,091
81,717
83,972
85,240 1,072,443
+17%
2010
71,760
66,434
77,620
76,429
82,429
88,865
88,874
82,816
75,042
67,409
67,603
74,313
919,594
+180%
2009
60,951
54,674
65,646
62,996
66,020
72,888
77,062
71,456
63,254
60,438
59,579
65,186
780,150
+46%
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Total
% change from
previous year
PAGE VIEWS
Month
Jan
Feb
2013 262,526 221,317 257,702 257,299 268,941 285,595 300,624 248,306 203,911 205,322 193,565 295,495 3,115,963
-2%
2012 245,935 234,679 254,209 271,672 322,094 327,083 328,083 282,806 225,874 232,394 224,689 245,267 3,194,924
+5%
2011 238,767 213,550 256,444 248,051 273,116 341,559 333,759 270,040 214,131 218,464 213,282 208,877 3,030,040
+13%
2010 215,995 195,143 233,075 228,309 239,944 257,864 265,586 241,592 210,987 191,048 195,511 207,561 2,682,615
+10%
2009 197,256 170,939 213,984 202,114 211,101 231,353 243,540 221,348 190,798 180,949 184,834 192,755 2,440,971
+680%
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MCCS DOING GOOD THINGS
MCCS DOING GOOD THINGS
USA A 101 Days of Summer
From Memorial Day through Labor Day, the focus is on the 101 critical days of summer, recognized by the
Department of Defense and the Marine Corps as one of the most hazardous times of the year. Summer is a time
when people get complacent about safety. The program is an effort to keep service members safe, combatready and strive to raise awareness of substance abuse, educate Marines and Sailors concerning the danger
and consequences of illegal drug use, promote conscientious alcohol use and offer fun, healthy alternatives as
another means of enjoyment. The program hosts a variety of unit competitions, giveaways, entertainment events,
educational opportunities, barbecues and movie nights promoting unit cohesion. Camp Pendleton units compete
to accumulate the most points by attending scheduled sporting events, monthly meetings, competitions and unit
training functions. The unit that earns the most points is rewarded with respective unit funds. Thirteen battalions
with close to 15,000 active duty Marines and Sailors aboard Camp Pendleton participated.
Single Marine Program
The mission of the Camp Pendleton SMP is to enhance quality of life for single service members by providing
positive and rewarding outlets through recreation, community involvement, and dynamic facilities. SMP was
established to provide a forum for Marines to identify quality of life ideas and issues and recommend solutions.
Activities and events are as varied as the single Marines the program serves, because it belongs to the Marines. In
2013, SMP offered over 580 events on and off Camp Pendleton. Over 20,000 Marines and Sailors participated in
these events, along with 195,000 using the seven recreation centers.
Ken Grody Ford July 4th Beach Bash
The Annual Ken Grody Ford July 4th Beach Bash continued to shine in 2013. There was a robust variety of food
and beverage options, along with live bands, giveaways and a free family fun zone. Crowd estimates were in
excess of 40,000 authorized military patrons, family members and guests. Cash prizes and giveaways were given
throughout the event from the title sponsor, Ken Grody Ford. The crowd was captivated by the Tribute to Heroes
video and thrilled by the closing fireworks display.
Website Giveaways
MCCS Camp Pendleton continues the tradition of gift giving! Marines, Sailors and family members logged on to
mccsCP.com and registered to win daily gift certificates in December. Lincoln Military Housing has supported this
promotion for the past six years with thousands of dollars worth of gift certificates. In 2013, more than 23,000
Marines, Sailors and family members logged on to try their luck at winning prizes.
Trees for Troops
On December 6, The Christmas SPIRIT Foundation and FedEx delivered 800 fresh Christmas Trees to Camp
Pendleton. This is the seventh year Camp Pendleton Marines, Sailors and families have benefited, not only from
free trees, but also the generosity displayed by the tree growers. The 2013 event boasted a holiday expo which
included; face painting, free food & drink samples, crafts and Santa Claus!
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MCCS DOING GOOD THINGS
USA A Commanding General’s Cup
The Intramural Sports Program (USAA Commanding General’s Cup) provides active duty personnel stationed at Camp
Pendleton, regardless of skill or experience, an opportunity to take part in a competitive unit sports program. This
program helps promote combat readiness, Esprit de Corps, leadership, teamwork and loyalty. The program helps
identify and enable athletes with exceptional skills to continue on to higher levels of competition. Sports promote
democratic competitions emphasizing physical fitness and a balanced program. The USAA Commanding General’s Cup
consists of more than 30 Intramural Sporting Events (Surfing, Combat Water Polo, 3-on-3 Basketball, Racquetball, Golf,
Skeet and Trap), eight Intramural Leagues (Tackle Football, Soccer, Softball, Basketball) and races from the MARSOC
Hard Corps Race Series®. The Athletics Team also hosted the Armed Forces Soccer Championships, along with the
Armed Services Mixed Martial Arts Championship.
Monarchs for Marines – Mater Dei High School
Through a unique partnership with Mater Dei High School, MCCS and the 1st Marine Division have enjoyed
collaborating on a multitude of events for Marines, Sailors and their families. Each July, Mater Dei High School
students, parents, teachers and coaches descend upon Camp Pendleton to offer free football and dance camps to
Camp Pendleton children. These same families/faculty have also engaged in “clean-up” projects on base, the latest
being the Child Development Center. In December, Mater Dei hosts a Santa Lunch, as a thank you to Camp Pendleton’s
military families. MCCS is proud of this continuing relationship and looks forward to many more years of partnership.
MCCS Camp Pendleton Construction Projects
MCCS Logistics Construction Program had another record year with 54 Appropriated Funding (APF) and NonAppropriated Funding (NAF) projects. Among some of the projects Logistics in-house workforce accomplished, were
the Transition Readiness Services (TRS) facilities in Bldg. 1339, 43 Area Single Marine Program Renovation, Community
Counseling Center, and numerous health and safety upgrades at the Golf Course. The Project Management Team
managed the design development of the Mainside Reset (Country Store/All Seasons), Del Mar Beach Resort Cottages,
and 13/22/33 Gas station Canopies. MCI-West Regionalization Program includes the renovation of the training rooms
at Bldg. 1795 and Bldg. 2018. There is also a projected start date of the MCLB Barstow Central Construction Fund
(CCF) project that will replace the existing golf course clubhouse with a LEED certified facility. MCCS Logistics projects
are valued at $4.6 Million for 2013 in response to the business operations and mission requirements to support our
Marines, Sailors, Family Members and Retirees.
Panda Express Ser ves Holiday Cheer To 1,000+
For the fouth year, Camp Pendleton Marines, Sailors and family members benefited from the generosity of Panda
Express owners Eddie and Lani Wang on Christmas Day. Nearly 1,100 meals were provided at no charge to base
residents, a value of $9,000. Twelve dedicated staff members volunteered to serve meals at the Pacific Plaza location.
The Camp Pendleton community came in droves to enjoy their meal and showed their appreciation on the mccsCP.
com Facebook page. The Camp Pendleton community sincerely appreciate the kindness and giving spirit of the Panda
Express organization improving the quality of lives for all base residents.
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BRANDING & RESOURCE GUIDE
BRANDING & RESOURCE GUIDE
Welcome to the 2014 Marine Corps Community Services (MCCS) Branding and Resource Guide, Camp
Pendleton. The MCCS Marketing Division developed guidelines to assist manager’s with the necessary
resources to meet program objectives.
As a supplement derived from the Annual MCCS Marketing Plan, these resources help identify
promotional strategies necessary to successfully plan and execute programs and events that are
impactful, measurable and reach specific target audiences.
Brand ing
Advertising/Marketing122
Design/Print/Website Guidelines
Text Usage and Style
123
133
Resou rces
Project Requests
139
Promotional Opportunities
140
Cross-Promotional Opportunities
141
Officers and Enlisted Rank Insignias
146
Marketing Collateral
147
Marketing Request Form
148
Planning Checklist150
Marketing Contacts
153
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BRANDING
Branding Guidelines
MCCS Marketing Camp Pendleton created guidelines based on branding, common copy and style questions.
Style standards are adapted from the latest edition of The Chicago Manual of Style. Please refer to this document
for producing any written materials for MCCS. These guidelines help MCCS maintain consistency and accuracy
of traditional and digital text as well as graphic design and logo usage. This guide covers recommendations for
printing, design and website.
Advertising/Marketing Policies
Branding
Marketing and advertising on-base are subject to MCCS Marketing branding standards. Established MCCS
branding templates used for new promotions, event collateral and building/exterior signage materials must be
pre-approved by the Marketing Division prior to distribution. Branding templates are available as downloads
at mccsCP.com/marketingtraining. Annual marketing plans need to be developed and include special events,
promotions, sales and budget. Businesses/activities aboard the base are authorized to have a presence on the
mccsCP.com website as applicable.
Advertising and Marketing Guidelines
Clear, concise marketing and advertising is key to reaching the targeted audience. When developing a marketing or
advertising campaign, consider the following questions:
What is the tone/theme of activit y or event?
What is the look and feel that should be conveyed? For example, if the event is fun and exciting, is the advertising
fun and exciting?
What specific information should the audience know about your event?
Include the 5 Ws? (Who? What? When? Where? Why?) What can attendees expect at the event?
Is the advertising appealing?
Will it catch people’s attention? Does it play to their emotions or senses?
Is the advertising readable? Catchy?
Can readers/viewers understand the message in 30 seconds or less?
Will the targeted audience be able to see and remember the message?
Where is the message placed? Will the audience be able to see the message again and again? Is the message
outside of the box or just following the same routine?
Does the advertising meet the guidelines of this st yle guide?
Is it professional looking? Is it capitalized and spelled correctly? Is it following the rules for proper word usage in
this guide? Is the logo used correctly and large enough to see?
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BRANDING
Design/Print/ Website Guidelines
File Types Accepted
Adobe Photoshop (.psd), Adobe Illustrator (.eps & .ai) Adobe Acrobat (.pdf), and .jpeg.
Image Resolution
Resolution 225-300ppi at actual size. For large outdoor banners, images should be no smaller than 75ppi.
Picture created and
printed at 300dpi (high res).
Picture at 72dpi (low res) will
cause image to look jagged.
Logos
Logos submitted to marketing should be .eps vector art with outlined fonts.
MCCS/mccsCP.com Logo
If the branding template is not used, refer to the following styles:
Stylized MCCS Logo
Use on any light colored
background.
Stylized MCCS Logo White
Use the white logo on any
dark background.
Official MCCS Color Logo
Alternate to the stylized logo.
Use on lighter background.
The stylized logo is the preferred logo of choice.
MCCS Branding Template
The MCCS Camp Pendleton branding template should be included on all marketing materials. Content includes
MCCS Camp Pendleton logo, website address and Facebook logo.
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BRANDING
Electronic Marquees
For MCCS events or special requests for the three 11’x12’ marquees, contact a marketing specialist 10 days prior to
message date.
For Change of Commands, Post and Relief, and Retirement ceremonies for Group/Regiments with 06 level
commanders and their Sergeants Major, subject to availability, contact MCCS Marketing at (760) 725-0503 with
requests 10 days prior to message date.
Contact the MCCS Coordinators for mobile marquee requests. MCCS is not authorized to provide marquee
support to any 501(c)3 charitable organizations.
Marquee messages must be read quickly without phone numbers.
Use the following format: Event-Date/Time-Location
Two Effective examples
Effective: Event clearly identified, the main advertising idea.
Not Effective: What or where not clearly identified. Phone numbers cannot be written while driving. Using the
website URL, such as, mccsCP.com is more effective for obtaining additional information.
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BRANDING
Electronic Marquee Guidelines
UNITED STATES MARINE CORPS
MARINE CORPS INSTALLATIONS WEST-MARINE CORPS BASE
BOX 555010
CAMP PENDLETON, CALIFORNIA 92055-5010
5700/01
MCCSMKT
2 Apr 13
From:
To:
Lane H. Jones, Deputy Director, MCCS
MCCS Camp Pendleton Division Directors
Subj:
ELECTRONIC MARQUEE POLICY
1. Background: To establish guidance for Electronic Marquee
support requests in reference to the three 11’x12’ advertising
mediums installed at the Main Gate, San Luis Rey Gate and entrance
to Fallbrook Naval Weapons Station. This guidance provides support
to standardize advertising and effectively display consistent
brand awareness.
2.
Marketing Division:
a. Approves design and content of all messages prior to
placement. Responsible for design and brand standards.
b. Responsible for the maintenance and scheduling of marquee
messages.
c. Final approving authority of date/time of scheduled
message.
3.
Operating Divisions:
a. Contact your Marketing Specialist no less than 15 business
days prior to advertising campaign date to develop design/message.
Contacting Marketing less than 15 days prior to run date may delay
the start of your message.
4.
Design:
a.
Utilize MCCS Marketing branding guidelines and template.
b. Effective design consists of a powerful image, easily read
text and a reason to utilize the activity/business/special event.
Phone numbers may not be used on message.
FOR OFFICIAL USE ONLY
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BRANDING
Electronic Marquee Guidelines (cont.)
5.
Advertising Cost:
MCCS Businesses/Activities (Direct Run):
•
No charge for electronic messages, scheduled on a space
available basis.
MCCS Contracted Businesses (In-Direct Run):
•
7.
$175 per message for a five-week period, scheduled on a space
available basis at the discretion of MCCS Marketing. A new
charge will occur when a new message is requested.
Official MCB Camp Pendleton Requests:
Supportable Events Include: Change of Commands, Post and Relief,
and Retirement ceremonies for Group/Regiments with 06 level
commanders and their respective Sergeants Major; Hazardous
Weather, Emergencies, etc. subject to availability, will be
approved when requested within the required timeframe.
Contact MCCS Marketing at (760) 725-0503 with requests 15 business
days prior to first message date. Except in cases of emergencies,
standard timelines will apply. (Official messages do not incur
charges)
MCCS is not authorized to provide marquee support to any 501(c)3
charitable organizations.
Contact the MCCS Coordinators for mobile marquee requests.
8. Point of Contact: Please contact the Marketing Department at
760-725-3691 for assistance or inquiries.
LANE H. JONES
FOR OFFICIAL USE ONLY
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BRANDING
mccsCP.com Homepage Web Banners
Homepage banners on mccsCP.com may include a link to obtain more information on the event, program or
promotion. The link should be either (1) a mccsCP.com webpage that notes the information at the top of the page,
or (2) a .pdf file that includes additional information to the banner.
Effective: Single image focal point, large text easy-to-read, short and to the point.
Not Effective: Fragmented images, too much text, small font size and no main focus.
Print Advertising
Simple and clear layouts identify pertinent information.
Date, Time, Location, Contact, Phone Number, Template
Headline/image draw the reader’s eye, art relates to message.
FREE GOLF
DEMO DAY
MARinE MEMORiAL GOLF COuRsE
sEp 21 | 9AM - 2pM
Cobra/Puma | Taylormade | Titleist
Ping | Adams | Bionic Gloves
10% off all golf equipment, putting competitions and prize drawings (offer excludes PING)
Custom Club Fittings are first come first serve.
To schedule, please call the Pro Shop (760) 725-GOLF (4653)
BUY
GET
ONE {FREE!}
Purchase frames with lenses,
get frames with lenses free.
see store for details.
Camp Pendleton optical offices are t R i C a R e approved.
no referral necessary. no co-payments.
appointments available, walk-ins welcome.
mccsCP.com/golf
Mainside: 725-6233 ext. 189 MCx, PaCifiC Views: 763-1754
5.5”x8.5”
8.5”x11”
22”x28”
Half Flier
Flier
Poster
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mccsCP.com/marketingplan
BRANDING
t
Sep 7
THE
Register at event 7-10am
Age Categories: 3-5, 6-10 and 11-15
THE
errace
SOUTH
MESA
errace
SOUTH
MESA
LO D G E
Enjoy entertaining with a beautiful ocean view.
LO D G E
Perfect for birthday parties, family events, and small weddings.
Adult/Legal Guardian must be present. California free fishing day,
no license required. Kids must bring their own fishing pole and
tackle. Bait is provided.
Guest Services & Amenities
32” TV | Fire Place
Lounge Seating | Complimentary Wi-Fi
On-site Event Coordinator
Complimentary Coffee, Lattes & Hot Coco
Tables and Chairs for Seating up to 32 guests
For more information
please call (760) 725-5611
Complete Package: $225 | 4 hours
Includes Breakfast Room, Guest Lounge & Terrace (max occupancy 72)
Individual Area Packages
Breakfast Room - $50 per hour (max occupancy 24)
Guest Lounge - $50 per hour (max occupancy 24)
Patio - $35 per hour (max occupancy 24)
BBQ Area - $25 per hour (max occupancy 12)
Reservations
(760) 763-7805
mccsCP.com/lodging
No Federal eNdorsemeNt ImplIed
mccsCP.com/lake
11”x17”
6”x9” or 3”x5”
Poster
Handout Card
Banners
Use minimal copy. In place of phone numbers, a personalized URL is used (ex. mccsCP.com/recreation).
mccsCP.com
IN STEP WITH YOU
Now Open
Kid-Friendly Paintball
@ The Paintball Park
Ages 8-12
ThePaintballPark.com
Please have grommets every 24” and in corners
12’x3’
6’x6’
PROOF DETAILS
File Name:
File Type:
PENdLETON MARkETING
Box 555020, Bldg. 1100
Camp Pendleton, CA
92055-5020
Banner
12x11_DevilDog
single
Sent Date:
3/20
Quantity:
1
Banner
37.5”x94”
30”x149”
Retractable Banner
Feather Banner
130
PROOF ONLY IMAGE NOT TO SCALE
INVOICE TO
Cari Gordonne
ARTIST:
Phone:
E-mail:
tina@mccscp.com
PDF
Art Dimensions: 144x132
Print Side:
Tina Boyd
BRANDING
Outdoor Banner Guidelines
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mccsCP.com/marketingplan
BRANDING
mccsCP.com Website
This guidance applies to the official MCCS Camp Pendleton mccsCP.com webpages. Every mccsCP.com webpage
contributes to the user’s perception of MCCS and creates the profile of the company. To ensure a unified web
presence, mccsCP.com pages are to be visually consistent to help promote usability and reinforce MCCS Camp
Pendleton’s brand identity.
As part of the MCCS Camp Pendleton branding strategy, design templates create a consistent look and image.
Although consistency is critical, design standards may vary for individual divisions and programs. Various versions
of branded templates assist in the creation of webpages. The homepage cannot be duplicated, as it is a unique
gateway to the site.
Contact a Marketing Specialist before modifying any templates. While there are various template options, there
are certain required elements, which are outlined in the next section.
Required Website Elements
All official mccsCP.com webpages must contain the following elements:
MCCS Camp Pendleton logo (division, program or event logo) on the homepage and subsequent webpages.
For example: Hard Corps Race Series http://www.mccsCP.com/raceseries
• All mccsCP.com webpages are required to include a link back to their homepage
(http://www.mccsCP.com). The link should include the logo at the top of the page or a link that is clearly visible.
• Recommend MCCS Camp Pendleton Logo in the top header of the webpage.
Color Values
PMS 201 Black and PMS 288 Red are the official colors for mccsCP.com
Color identity is as important to branding as logos. The application of these specific colors will create a strong and
consistent MCCS identity.
The logo can be used in black, white and gold Eagle Globe and Anchor (EGA) but other colors aren’t acceptable.
Additional information on the MCCS Camp Pendleton Logo, including download information, can be found in the
Logo and Branding Standards, previous section.
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BRANDING
mccsCP.com Website Colors
R
G
B
Hexadecimal
Value
Footer Menu Top Border
148
0
0
#940000
Footer Menu Background
23
23
23
#171717
Footer Copyright Background
18
18
18
#121212
Masthead Border
213
213
213
#d5d5d5
Text Links
148
0
0
#940000
Footer Text Links
255
255
255
#FFFFFF
Typography
Website fonts: Arial, Helvetica, Verdana, “Bitstream Vera Sans”, Sans-Serif
STYLE
SIZE
USAGE
Paragraph
13px
Body Copy
Paragraph Bold 13px
Small Subheaders and Attention Callouts
h1.title
36px
Page Titles (*Variation of h1 header-but not
bold)
h1
38px
Largest Header Style
h4
24px
Subject Headers
h5
21px
Subheaders
Cascading St yle Sheet
mccsCP.com is CSS-based, which allows storage of all information about webpage style in one single document.
This enables color and layout edits by changing only the style sheet and not individual pages. CSS-based layout
improves the quality of the website by increasing accessibility, search engine optimization and readability for
many browsers and media including: printing, personal digital assistants and cellular phones.
Accessibilit y
The mccsCP.com website is frequented by a diverse patron base around the globe. Users may have visual or
motor skill impairments and utilize assistive technologies such as screen readers and text-only browsers; others
view pages using outmoded technologies and slow connection speeds. It is important that web developers and
content providers be cognizant of limitations and offer accessible pages to the greatest number of users.
More information on web accessibility:
World Wide Web Consortium (WC3) Web Accessibility Initiative: http://www.w3.org/WAI/
Web AIM (Accessibility In Mind): Introduction to Web Accessibility: http://www.webaim.org/intro/
WC3 Resources: http://www.w3.org/WAI/Resources/
WC3: http://www.w3.org
133
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BRANDING
Web Standards Project: http://www.webstandards.org/
Web Usability: http://www.usability.com.au/index.cfm
Useful tools for developing accessible pages are:
W3 Schools: http://www.w3schools.com/quality/quality_accessibility.asp
Watchfire WebXACT (page validation tool): http://webxact.watchfire.com/
Lynx (text-only web browser): http://www.delorie.com/web/lynxview.html
Best Practices on the Web
In order to create a satisfying user experience, all official mccsCP.com webpages should follow best practices:
• Keep navigation consistent throughout the site. Users should always be able to return easily to the homepage and
other major navigation points on the site
• Divide information into clearly defined sections
• Ensure all images include an “ALT” tag and height and width information
• Use cascading style sheets to create layout and style of site. The “font” tag should no longer be used
• Write copy to support the mobile experience
• Understand the importance of search usability and search engine optimization (SEO)
Learn more about SEO at:
http://bit.ly/uXJvuZ
http://www.seochat.com/
Links should be created using text that makes sense when read out of context. For example, avoid “click here”.
Content Guidelines
To maintain MCCS Camp Pendleton brand identity, official mccsCP.com websites should use consistent
terminology. All official webpages should follow these guidelines:
• email: Use “email” instead of “e-mail; do not hyphenate; lowercase it except at the start of a sentence
• homepage: Use as one word; lowercase
• online: Use as one word; do not hyphenate
• World Wide Web: Capitalize when referring to the “World Wide Web”
• webmaster: Use as one word; do not capitalize
• website: Use as one word; do not capitalize
• webcast: Use as one word; do not capitalize
• URL: capitalize. Do not spell out “uniform resource locator”
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BRANDING
Text Usage and Style
Writing:
Voice
Use third person whenever possible. Do not use: we, you, our or I.
SMP offers trips and volunteer opportunities.
Incorrect: We offer you trips and volunteer opportunities.
Slang
Avoid military slang regardless of population you are addressing.
Devil Dog use that hatch over there.
ALL CAPS
Use all capital letters with caution. Acronyms aside, all caps are often unnecessary and can cause text to appear
cluttered, bold and LOUD. Readability studies have shown lowercase or mixed case text to be more legible.
Sometimes all caps are used for emphasis as a design choice in headings and advertisements. The use of all caps
in email may create the unintended impression of SHOUTING.
Word Usage:
Frequently used words
active duty personnel, (no caps) family members and retirees
and – do not use ampersand (&) in body copy except for titles; write out “and” instead
childcare – one word, not child care
Example:
Childcare is available.
Exception: Family Child Care (FCC)
healthcare – one word, not health care
Example:
Healthcare is available.
Health insurance is available.
ooh-rah, this is the correct spelling for Marine Corps usage
patron vs. customer – always use patron instead of customer
unit, command, battalions/regiments – all lowercase
website, not Web-site or web site
Hours, not hours
military, not capitalized
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BRANDING
Locations
Mainside (one word, M capitalized)
off-base/on-base/base
basewide – one word, not base wide
bldg (unless it’s at the beginning of a sentence then use Bldg with no periods)
Use Bldg numbers, not geographical areas
Bldg 1100 not 11 Area
For all references to San Onofre use San Onofre Center not Seaside (Exception: Seaside Library)
Pacific Views Event Center
Events
Capitalize the names of events, except for prepositions and articles (a, the, etc.), unless they are the first word in
the name.
July 4th Beach Bash
World Famous Mud Run
The Main Event
Abbreviations/Acronyms:
Names
Formal Marine Corps/Navy names should be listed as:
USMC (all capitals, no periods)
US Marine Corps
Marine Corps
USN
US Navy
Navy
DoD
DoD personnel
Marines (always capitalized)
Sailors (always capitalized)
Specific battalion – capitalize the battalion name
Example: 1st Regiment Battalion
Militar y Rank
Abbreviate military rank in most instances. For more detailed information, see the Enlisted and Officer Rank
Insignia lists on page 146.
Colonel-Col
Battalion-Bn
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BRANDING
Master Sergeant-MSgt
Gunney Sergeant-GySgt
Staff Sergeant-SSgt
Lieutenant-Lt
Brigadier General-BGen
Program Acronyms
Spell out the full name of your program on the first reference, followed by the acronym in parentheses,
no periods. On each following reference, use the acronym with no periods, all caps.
The Marine Corps Exchange (MCX) carries a wide variety of clothing.
The MCX also offers housewares, sporting goods and electronics.
Child Development Centers (CDCs)
Paige Fieldhouse (PFH)
Special Notes For Print
Do not use internal acronyms.
PFH should be Paige Fieldhouse.
Punctuation:
Periods
Sentences begin one space after a period, not two.
Periods always go on the outside of parentheses.
The Marine made the crowd laugh (his dance on the football field helped).
Periods and Quotes
Periods always go inside of quotation marks.
He said, “At the beginning of World War II, almost all Americans assumed the war would
end quickly.”
Hyphens
Whenever possible avoid hyphenation.
Use email instead of e-mail and online instead of on-line.
Ex. 27 miles not 27-miles
Numbers:
Phone Numbers
Always use area code first in parentheses.
(760) 725-xxxx or (760) 763-xxxx
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BRANDING
Numerals
Spell out any number less than 10 and use numerals for numbers 10 and above. Avoid using numbers in a series.
Never use a numeral to start a sentence.
Twenty years ago this program was started.
This program was started 20 years ago.
Incorrect: 20 years ago this program was started.
It took five years to get funding for the program.
Dollars/Money
Use numerals in all instances with a $ sign preceding the number. Prices should be written in whole dollars, not
cents. No cents for whole dollars.
Soda $1.25
Burger $5
Large numbers
Large numbers may be abbreviated. Millions and billions may be abbreviated to M and B. Thousands may use a K.
Athletics has collected over $2M in grant money.
The new building cost $250K.
Over 20 million people voted.
Distance
Distances are an exception to the write out all numbers under 10 rule. Put no space between the number and the
distance amount. Use rules for cycling races and meters for running.
5M dash
10K run
20 mi bike ride
Ages/Grades
Ages and grades are an exception to the write out all numbers under 10 rule. Numerals may be used in all
instances, except for Kindergarten, which is usually written out. Kindergarten may be abbreviated to K in
some instances.
The girls were ages 8-20.
ages 10+
7-year-olds
1st or 2nd grade
Grades K-12
Charts
Use numerals for all numbers in a chart. Do not write out.
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BRANDING
Percentages
Use percentage signs and do not spell out “percentage” or “percent”.
The Sailors have reached 50% of their goal.
Dates/ Time:
Dates
Dates are usually expressed as just month and day. When the year is included in the date, there is a comma
between the day and month. Months and days may be written out in long text formats for reports, etc.
Fri, Jul 22
Fri, Jul 22, 2012
Friday, July 22, 2012
When using-refer to page 1 of agenda.
Months
For web and print, reduce longer months to three characters in all instances; do not use periods.
Jan
Oct
Days
For web and print, reduce days of the week to three characters in all instances. Do not use periods, but use a
comma between the day and the month.
Kids First Fair Fri, Jul 27
11am–2pm
Time/Hours
Use civilian not military time for web and print in the following format. Always use am/pm even when both
times are either am or pm. Do not use periods or capitals. Always place am/pm directly following number with
no spaces.
7am–5:30pm
6:30pm–2am
3pm–9pm
Use noon or midnight, not 12am or 12pm.
noon–2pm
8pm–midnight
When writing the time for an event or schedule, there is no need to write out “Hours:” with a colon. Simply write
the hours.
Open 9am–11am
Incorrect: Hours: 9am–11am
Exception: Marketing materials specifically designed for active duty may use military time.
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BRANDING
Years
The preferred method is to write out the four-digit year. When shortening is necessary use the 1/4 format.
1980s
1998
The year 2010
The class of 2012
From 2009–2010
Exception: FY98
Formatting:
Italics and Underlining
Avoid the use of italics and underlining.
Headers
Do not use colons after headers. Be consistent in sizing, fonts and use of bold in headers. On the web and in print,
headings are usually bold.
Indentation
Tabbing and spacing must be consistent.
Bulleted Lists
Capitalize the first letter. Do not use a period at the end.
Drink plenty of water
Apply sunscreen
Wear a hat
Spacing and Periods
Use only one space after a period.
Sergeant Puller likes the Marine Corps. He joined in 2010.
Spacing and Colons and Semi- colons
Use only one space after colons and semi-colons.
There are three great things about the Marine Corps: Honor, Courage and Commitment.
Spacing & Dashes
Do not put any spaces between dashes.
8am–2pm
between the hours of 5pm–6pm
140
RESOURCES
Project Requests
Pre-planning by Program Managers is crucial for the design and production of marketing materials.
The department adheres to established timelines to meet deadlines and customer needs.
Example Project Timelines
POSTER-PRINTED IN-HOUSE
Print Quote
Design
Print
2 Working Days
10 Working Days
5 Working Days
TOTAL TIME =
17 PRODUCTION DAYS
BROCHURE-PRINTED
COMMERCIALLY
Print Quote
Design
Print
5 Working Days
10 Working Days
10 Working Days
TOTAL TIME =
25 PRODUCTION DAYS
DIRECT MAIL
Print Quote
Design
Print & Mail
Circulation
5 Working Days
10 Working Days
12 Working Days
10 Working Days
TOTAL TIME =
37 PRODUCTION DAYS
Timelines for Graphic Design Projects
PHASE ONE – PRINTING QUOTE
Quotes are completed and approved prior to submission of project request
In-house printing quote
2 working days
Commercial printing/production quote 5 working days
PHASE TWO-GRAPHIC DESIGN REQUEST
Initial submission to first proof
First proof returned
Final completion of design
Total design time
10 working days
2 working days
3 working days
15 working days
PHASE THREE – PRINTING
In-house printing
Commercial printing
Direct-mail printing and handling
5 working days
5-10 working days
12 working days
Note: Some projects may have specifications that will require additional production time
DIRECT-MAIL CIRCULATION PHASE
Allow 10 days float time when using bulk mail
Note: Some projects may have specifications that will require additional production time.
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mccsCP.com/marketingplan
RESOURCES
Promotional Opportunities
PROMOTIONAL OPPORTUNITY IMPACT CHART
HIGH IMPACT
MEDIUM IMPACT
LOW IMPACT
Electronic Marquee
$
Athletic Field Banners
$
Buttons/Stickers/Pens
$
Flag Banners
Event Calendar
Video
Outdoor Monument Signs
Division Cross-Promotion
Retractable Banners
Banners on Light posts
(TBD)
Coupons
Directories
$
$
$
$
$
$
3ft x 12ft Banners
Pop-up Canopies
Window Clings
Catalogs
Table Tents
Table Cloths
$
$
$
$
$
$
TV Toppers
Fliers
Posters
Guides
Brochures
Price lists
$
$
$
$
$
$
$
Directional/Policy/Rules Signage
$
Floor Matting
$
$
$
$
$
Chotchkies
Restroom Advertising
$
$
Vehicle Wraps
$
$
Pizza Box Toppers
$
Building Wraps
Word of Mouth
Personal Selling
Surveys
Website
Social Media
Web Banner
Base Website (PAO)
Email Distribution
Photo Slide Show
$
N/C
N/C
N/C
N/C
N/C
N/C
N/C
N/C
N/C
Looping Videos
Theater Slide Show
Barracks/Housing Door Hangers
(Requires Approval)
Unique Print Pieces
Logos on in-house gear
Fliers
Business Cards
Gas Station Pump Toppers
Literature Racks
Photo Backdrop
Direct Mail
InfoTrac (Base email)
e-Newsletter
Computer Screen Savers
Area Coordinator Meetings & Distribution
SMP Monthly Meetings
Family Readiness Officer’s (FRO's)
$
$
$
$
$
$
$
$
N/C
N/C
N/C
N/C
N/C
N/C
Backpack Signs
Tray Liners
PX/MCX Bag Stuffers
Receipt Survey
Live Streaming
KPEN
Newspaper/Scout
$
$
N/C
TBD
N/C
N/C
N/C
142
RESOURCES
Complimentary breakfast at any Camp Pendleton
restaurant when guests stay at the TLF or Del Mar
Beach Resort
Gross
Expense
Debt
Net-Profit
Ÿ
Develop Pacific Views/South Mesa Lodge packages
Gross
Expense
Debt
Net-Profit
Ÿ
Develop a VIP guest program and offer "benefit" cards
to the TLFs as part of a weekend/romance package
Gross
Expense
Debt
Net-Profit
Ÿ
Create a “WOW” experience for customers.
Managers/employees can randomly offer business card
size “free lunches” etc. to guests
Gross
Expense
Debt
Net-Profit
Ÿ
Develop a Marine Corps Ball Package to include
breakfast (Coco’s, Johnny Rocket’s, Maui Wowi, Cold
Steel, etc.) when staying at base lodging facilities the
night of the ball
Gross
Expense
Debt
Deb
Net-Profit
Ÿ
Kids Eat Free at Johnny Rocket’s or Smokey’s BBQ
when showing a movie receipt from the Base Theater
(Seasonally)
Gross
Expense
Debt
Net-Profit
Ÿ
Round of golf/cart with 3 night stay at MCCS lodging
facility
Gross
Expense
Debt
Net-Profit
One free kayak rental at the Del Mar Marina for guests
staying at Del Mar Beach Reosrt
Gross
Expense
Debt
Net-Profit
Discount at Sonic Burger for guests staying at San
Onofre Beach Cottages
Gross
Expense
Debt
Net-Profit
Ÿ
Develop Family Pizza Packages to enhance Family
Swim Nights at 13 Area Pool
Gross
Expense
Debt
Net-Profit
Ÿ
Menu sampling for food establishments
Gross
Expense
Debt
Net-Profit
Develop tray liners supplied by MCCS promoting
events at fast food restaurants
Gross
Expense
Debt
Net-Profit
B
od
Performance
Measure
Fo
Promotional Strategy
/R
es
ow tau
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P
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ea ogr r t
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ot
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is
c.
Cross-Promotional Opportunities
BUSINESS OPERATIONS
CROSS-PROMOTIONAL MARKETING OPPORTUNITIES
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mccsCP.com/marketingplan
RESOURCES
BUSINESS OPERATIONS
CROSS-PROMOTIONAL MARKETING OPPORTUNITIES
Promotional Strategy
/R
es
ow tau
ra
lin
nt
g
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Fs int
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el all
P
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ng
B
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e
Th Pro sor
t
ea
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B
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r
B
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on lon
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Sh
C
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Se
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om ice
ot
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t
D
en
ta
l
M
is
c.
Cross-Promotional Opportunities
Performance
Measure
Fo
B
od
BUSINESS OPERATIONS
CROSS-PROMOTIONAL MARKETING OPPORTUNITIES
Ÿ
Ÿ
Develop beverage
coasters
and
Complimentary
breakfast
at promoting
any Camp events
Pendleton
facilities. Pacific
GolforCourse
restaurant
when Views/South
guests stay atMesa,
the TLF
Del Marand
Bowling
Center
Beach Resort
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Ÿ
Food/Restaurant Coupon Book: Develop a book with
food coupons throughout base to be given out at JRC,
Develop
Pacific
Views/South
packages
Military Units,
Housing,
TLFs,Mesa
BeachLodge
Cottages,
Lake
O’Neill, etc
Gross
Expense
Debt
Net-Profit
ŸŸ
Purchase a game of Paintball and receive a 20% off
Develop a VIP guest program and offer "benefit" cards
coupon for protective eyewear at Family Vision Center
to the TLFs as part of a weekend/romance package
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Developa a“WOW”
Fast Food
promotional
flyer with multiple
Create
experience
for customers.
coupons, distributed throughout
baseoffer business card
Managers/employees
can randomly
size “free lunches” etc. to guests
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Develop a Marine Corps Ball Package to include
TLF/Pacific Views: Buy One, Get One Free lunch with
breakfast (Coco’s, Johnny Rocket’s, Maui Wowi, Cold
any lodging stay
Steel, etc.) when staying at base lodging facilities the
night of the ball
Gross
Gross
Expense
Expense
Debt
Debt
Deb
Net-Profit
Net-Profit
Develop
specific
directormail
including
Kids
Eat North
Free atBase
Johnny
Rocket’s
Smokey’s
BBQ
coupons
for Chronic
Taco,
Mauifrom
Wowi,
when showing
a movie
receipt
theSonic
Base Burger,
Theater
Mama B’s and Roberto's
(Seasonally)
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
$1 off atofCoffee
Bean
Leaf
with
$15 or more
Round
golf/cart
with&3Tea
night
stay
at MCCS
lodging
MCX purchase
facility
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Ÿ
Buy One,
Get One
Free
for Bowling
Large
One
free kayak
rental
at coupon
the Del Mar
Marina with
for guests
Pizza
at Snack
stayingpurchase
at Del Mar
Beach Bar
Reosrt
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Ÿ
DistributeatPacific
menusstaying
in the lobby
and
Discount
SonicViews/SMC
Burger for guests
at San
rooms at
the TLFs
Onofre
Beach
Cottages
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
ŸŸ
ŸŸ
DistributeFamily
door hangers
with restaurant
coupons
to Del
Develop
Pizza Packages
to enhance
Family
Mar
and TLFs
SwimBeach
NightsResort
at 13 Area
Pool
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Ÿ
Ÿ
Free child’s bowling game every Wednesday with
Menu sampling
food
establishments
purchase
of onefor
adult
bowling
game
Gross
Expense
Debt
Net-Profit
Kids bowl free when showing a report card with a “B”
Develop tray liners supplied by MCCS promoting
average
events at fast food restaurants
One free game of bowling for TLF guests
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Gross
Expense
Debt
Net-Profit
Kid's Bowling Birthday Party Package includes a
discount on catered food at the Bowling Center Snack
Bar
Gross
Expense
Debt
Net-Profit
Kid's Bowling Birthday Party Package includes a
discount to paint at the Arts & Crafts Hobby Shop for
each child at the party
Gross
Expense
Debt
Net-Profit
144
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RESOURCES
Promotional Strategy
/R
es
ow tau
ra
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nt
g
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C
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en
ol
fC
te
r
ou
TL Pa
rs
Fs int
ba e
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P
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B
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ac
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e
Th Pro sor
t
ea
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B
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B
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Sa
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Se
A
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om ice
ot
Fl ive
or
is
t
D
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ta
l
M
is
c.
BUSINESS OPERATIONS
Cross-Promotional Opportunities
CROSS-PROMOTIONAL MARKETING OPPORTUNITIES
Performance
Measure
od
Fo
B
BUSINESS OPERATIONS
CROSS-PROMOTIONAL MARKETING OPPORTUNITIES
Complimentary breakfast at any Camp Pendleton
Discount at Bowling Center Snack Bar with movie ticket
restaurant when guests stay at the TLF or Del Mar
receipt
Beach Resort
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Ÿ
SMP Learn to Golf Package
• 3 - Private Lessons
Pacific
Views/South
Mesa Lodge
packages
•Develop
3 - 18-Hole
rounds
of golf including
cart/clubs
• 3 - Lunches at the Tern or Mulligan’s
Gross
Expense
Debt
Net-Profit
Ÿ
Ÿ
Spouses Learn to Golf Package
•Develop
3 - Group
Lessons
a VIP
guest program and offer "benefit" cards
•to3the
- 18-Hole
rounds
including cart/clubs
for 4
TLFs as
part ofofagolf
weekend/romance
package
• 3 - Lunches at the Tern or Mulligan’s for 4
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
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Gross
Create a “WOW”
for customers.
Expense
Customer
Loyalty experience
Card: One free
round of golf after 9
Managers/employees
can
randomly
offer
business
card
rounds
Debt
size “free lunches” etc. to guests
Net-Profit
Ÿ
Ÿ
Ÿ
Develop a Marine Corps Ball Package to include
Package
10 rounds
of golf,
cart and
VIPWowi,
tee time,
breakfastfor
(Coco’s,
Johnny
Rocket’s,
Maui
Cold
plus
lunch
Mulligan's
Steel,
etc.)atwhen
staying at base lodging facilities the
night of the ball
Gross
Expense
Debt
Deb
Net-Profit
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Kids Eat Free at Johnny Rocket’s or Smokey’s BBQ
40%
one item
at Thereceipt
Pro Shop
10
whenoff
showing
a movie
fromafter
the completing
Base Theater
rounds
of golf
(Seasonally)
Gross
Expense
Debt
Net-Profit
Ÿ
Ÿ
Round of golf/cart with 3 night stay at MCCS lodging
20%
off purchase at Mulligan’s with one round of golf
facility
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
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One free kayak rental at the Del Mar Marina for guests
One
freeatround
of golf
for guests
staying
Del Mar
Beach
Reosrt staying at TLFs,
Beaches or Lake O’Neill
Discount at Sonic Burger for guests staying at San
Discount
at Golf
Course with golf product purchase at
Onofre Beach
Cottages
MCX
Develop Family Pizza Packages to enhance Family
Swimoff
Nights
at 13
Pool eyewear from Family
20%
coupon
forArea
protective
Vision Center with Paintball game purchase
Menu sampling for food establishments
E1-E3 play Paintball for ½ price every Sunday
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Gross
Expense
Gross
Debt
Expense
Net-Profit
Debt
Net-Profit
Gross
Expense
Gross
Debt
Expense
Net-Profit
Debt
Develop tray liners supplied by MCCS promoting
events atCamp
fast food
restaurants
Northern
Marines
purchasing travel to Mainside
Net-Profit
Gross
Expense
Gross
Expense
Debt
Net-Profit
Debt
Net-Profit
Paintball Park Demonstrations in Northern Camps with
bounce back coupons
Gross
Expense
Debt
Net-Profit
Discount at Domino’s Pizza Mainside with Paintball
Park receipt
Gross
Expense
Debt
Net-Profit
receive a discount round of Paintball play
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RESOURCES
BUSINESS OPERATIONS
Promotional Strategy
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es
ow tau
ra
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nt
g
s
C
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en
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TL Pa
rs
Fs int
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Th Pro sor
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ea
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B
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M
is
c.
Cross-Promotional
Opportunities
CROSS-PROMOTIONAL
MARKETING OPPORTUNITIES
Performance
Measure
od
Fo
B
BUSINESS OPERATIONS
CROSS-PROMOTIONAL MARKETING OPPORTUNITIES
Complimentary breakfast at any Camp Pendleton
Free
miniature
gamestay
at Lake
restaurant
whengolf
guests
at theO’Neill
TLF orwith
Del Mar
reservation
Beach Resort
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
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20%
off sundry
at the MCX
with
lodging
facility
Develop
Pacificitems
Views/South
Mesa
Lodge
packages
reservation
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
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Develop
VIP guest
program
offerMar
"benefit"
Free
SurfaLesson
while
stayingand
at Del
Beachcards
to the TLFs
asOnofre
part of Beach
a weekend/romance package
Resort
or San
Gross
Expense
Debt
Net-Profit
Ÿ
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Ÿ
SMP
Package:
a Stay
and Play Package
Create
a “WOW”Purchase
experience
for customers.
from
ITT
Managers/employees
can randomly offer business card
•size
18-Holes
at Marine
Memorial
Golf Course
“free lunches”
etc.
to guests
• 1 Round Miniature Golf at Lake O’Neill
•Develop
2 Bowling
GamesCorps Ball Package to include
a Marine
•breakfast
1 Private(Coco’s,
Surf Lesson
• 1 Rocket’s,
Kayak Rental
The Marina
Johnny
MauiatWowi,
Cold
•Steel,
1 Game
the Paintball
Park
etc.)atwhen
staying at
base lodging facilities the
•night
Buffet
Lunch
at
Pacific
Views/South
Mesa
of the ball
Gross
Expense
Debt
Net-Profit
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Gross
Expense
Debt
Deb
Net-Profit
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Kids Eat Free at Johnny Rocket’s or Smokey’s BBQ
Filthy
Fest a movie receipt from the Base Theater
when Fun
showing
•(Seasonally)
Direct Mail with coupons for food purchases at event
Gross
Expense
Debt
Net-Profit
ŸŸ
Barber
Shops
Round of
golf/cart with 3 night stay at MCCS lodging
•facility
$2 Off haircust every Wednesday at all shops from 47pm
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
One free kayak rental at the Del Mar Marina for guests
Barber
staying Shops
at Del Mar Beach Reosrt
• One free haircut after 9 haircuts
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Beauty
Salons for food establishments
Menu sampling
• Participate in Community Events for spouses and
children
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Beauty
DevelopSalons
tray liners supplied by MCCS promoting
•events
Buy One,
Getfood
Onerestaurants
free entree for Roberto’s, Maui
at fast
Wowi or Coco’s Restaurant with purchase of service
over $50 at Onyx Salon
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Family Vision Center
• Discount for Zoom Whitening at Pendleton Family
Dental with sunglasses purchase at Family Vision
Center
Gross
Expense
Debt
Net-Profit
Family Vision Center
• Develop program to screen kids eyes in Child
Development Centers and Schools on-base
Gross
Expense
Debt
Net-Profit
Discount at Sonic Burger for guests staying at San
Barber Shops
Onofre Beach Cottages
• 25% off coupon for Star Cuts or Onyx Salon with
haircut purchase
DevelopSalons
Family Pizza Packages to enhance Family
Beauty
at 13Shop
Areacut
Pool
•Swim
25%Nights
off Barber
with purchase of any
service from Star Cuts or Onyx Salon
146
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RESOURCES
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es
ow tau
ra
lin
nt
g
s
C
G
en
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r
ou
TL Pa
rs
Fs int
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B
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ar
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Th Pro sor
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B
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ot
Fl iv e
or
is
t
D
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M
is
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BUSINESS OPERATIONS
Cross-Promotional Opportunities
CROSS-PROMOTIONAL MARKETING OPPORTUNITIES
Performance
Measure
Complimentary
breakfast at any Camp Pendleton
Family Vision Center
when guests
at the TLF or
Del Marfor
•restaurant
Referral Program:
25%stay
off sunglasses
purchase
Beach
Resort
friend referral
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Ÿ
Shuttle Service
Develop
Pacific
Lodge packages
• One free
roundViews/South
trip from SOIMesa
to Mainside,
after 3
round trip purchases
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Ÿ
Shuttle
DevelopService
a VIP guest program and offer "benefit" cards
• Discount
MCX with purchase
of trip
to
the TLFscoupon
as partat
ofthe
a weekend/romance
package
from Northern Camp to Mainside
Gross
Expense
Debt
Net-Profit
Ÿ
Shuttle
Create aService
“WOW” experience for customers.
• Discount with Shuttlecan
Service
receipt
at Subway,
Managers/employees
randomly
offer
business card
Wendy’s,
Coffee Bean & Tea Leaf or
size “free Johnny
lunches”Rocket’s,
etc. to guests
Smokey’s BBQ
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Develop a Marine Corps Ball Package to include
Automotive
breakfast (Coco’s, Johnny Rocket’s, Maui Wowi, Cold
• Auto etc.)
Skillswhen
Center
– Free
wash
coupon
with car
Steel,
staying
atcar
base
lodging
facilities
the
repairs
$100
night of over
the ball
Gross
Gross
Expense
Expense
Debt
Deb
Debt
Net-Profit
Net-Profit
ŸŸ
Automotive
Kids
Eat Free at Johnny Rocket’s or Smokey’s BBQ
•when
$3 offshowing
Oil Change
at Oil
Exchange
withBase
MCXTheater
gas
a movie
receipt
from the
receipt
(Seasonally)
Gross
Expense
Debt
Net-Profit
Round of golf/cart with 3 night stay at MCCS lodging
Automotive
facility
• $1 off car wash with gas fill up
One free kayak rental at the Del Mar Marina for guests
Automotive
staying at Del Mar Beach Reosrt
• Discount at Enterprise Car Rental with extensive
vehicle repairs at Auto Skills Center or Firestone
Discount at Sonic Burger for guests staying at San
Precious
Treasures
Pendleton Florist
Onofre
Beach
Cottages
• $10 off florist purchase with $100 jewelry purchase at
MCX
Develop Family Pizza Packages to enhance Family
Swim Nights at 13 Area Pool
Precious Treasures Pendleton Florist
• Discount on special event when referred from Pacific
Views/South Mesa
Menu sampling for food establishments
Pendleton Family Dental
• Develop cooperative Retiree direct mail piece
between Family Vision Center and Pendleton Family
Dental
Develop tray liners supplied by MCCS promoting
events at fast food restaurants
Pendleton Family Dental
• 25% off kids sunglasses at Family Vision Center with
a scheduled orthodontic service at Pendleton Family
Dental
Pendleton Family Dental
• Children’s teeth screenings for early intervention at
Child Development Centers
Gross
Gross
Expense
Expense
Debt
Debt
Net-Profit
Net-Profit
Gross
Expense
Gross
Debt
Expense
Net-Profit
Debt
Net-Profit
Gross
Expense
Gross
Debt
Expense
Net-Profit
Debt
Net-Profit
Gross
Expense
Gross
Debt
Expense
Net-Profit
Debt
Gross
Net-Profit
Expense
Debt
Gross
Net-Profit
Expense
Debt
Net-Profit
Gross
Expense
Debt
Gross
Net-Profit
Expense
Debt
Net-Profit
Gross
Expense
Debt
Net-Profit
B
Fo
od
BUSINESS OPERATIONS
CROSS-PROMOTIONAL MARKETING OPPORTUNITIES
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147
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mccsCP.com/marketingplan
RESOURCES
Marine & Nav y Identification Insignia
0-10-2 0-3 0-4 0-50-6 0-70-80-90-10
SPECIAL
NAVY
ENSIGN
(gold)
LIEUTENANT LIEUTENANT
JUNIOR
LIEUTENANT COMMANDER
CAPTAIN
COMMANDER
GRADE
REAR
REAR
ADMIRAL
ADMIRAL
(gold)
VICE
ADMIRAL
ADMIRAL
FLEET
ADMIRAL
(LowerHalf) (Upper Half)
MARINES
SECOND
FIRST
CAPTAIN
LIEUTENANTLIEUTENANT
MAJORLIEUTENANTCOLONELBRIGADIER MAJORLIEUTENANT
(gold)
COLONEL
GENERAL
GENERAL
GENERAL
(gold)
WARRANT
W-1 W-2 W-3 W-4W-5
NAVY
WARRANTCHIEF
CHIEF
CHIEF
OFFICER WARRANT WARRANTWARRANT
OFFICER OFFICEROFFICER
MARINES
WARRANTCHIEF
CHIEF
CHIEF CHIEF
OFFICER WARRANT WARRANT WARRANTWARRANT
OFFICER OFFICER OFFICEROFFICER
ENLISTED
E-1E-2 E-3 E-4 E-5E6 E-7E-8E-9E-9
NAVY
SEAMANSEAMAN SEAMAN
RECRUITAPPRENTICE
PETTY
OFFICER
PETTY
PETTY
OFFICER OFFICER
CHIEF SENIOR MASTERMASTER
PETTY
CHIEF
CHIEF
CHIEF
THIRD SECOND FIRST OFFICER*PETTY PETTY PETTY
CLASS*
CLASS*
CLASS*
OFFICER*OFFICER*OFFICER
OF THE
* Gold stripes indicate 12 or more continuous years of good conduct NAVY*
MARINES
PRIVATE
(No insignia)
PRIVATE
FIRST
LANCE
CORPORAL SERGEANT
CORPORAL
STAFF
SERGEANT
GUNNERY
SERGEANT
FIRST
SERGEANT
SERGEANTSERGEANT
MAJOR
MAJOR
CLASS
OF THE
MARINE
CORPS
MASTERMASTER
SERGEANTGUNNERY
SERGEANT
148
GENERAL
RESOURCES
Marketing Collateral
Marketing Plan 2014
Publishes: Februar y
Distribution: Internal and External customers
Quantit y: 100+
MCCS Camp Pendleton Director y
Publishes: October
Distribution: Base Housing , Base Facilities,
Welcome Aboard Packets, Area Coordinators
Quantit y: 15,000
Sponsorship Opportunities Catalog /Rate Card
Publishes: Ongoing
Distribution: Current and Potential Sponsors
Quantit y: 200
Events Calendar
Publishes: Jan, May, Sep
Distribution: Base Housing , Base Facilities,
Welcome Aboard Packets, Area Coordinators
Quantit y: 15,000 per printing
(45,000 Annually)
Website/Facebook /Blog /Emails
Social Media Oppor tunit y for business/event adver tising information
Free of charge, constant update, downloadable materials, large
demographic reach
(Subject to availabilit y)
Magazine and Newspaper Advertising
An ef fective promotional tool for specific events targeted to both civilian
and militar y audiences
Branded Concepts
Unique marketing strategies for star t-up or remodeled businesses
Destination Pendleton, Meetings & Events promotional package and trade
show display
Del Mar Beach Resor t In-Room brochure
149
mccsCP.com/marketingplan
RESOURCES
Marketing Request Form
MARKETING REQUEST
SUBMISSION DATE:
DIVISION:
COST CENTER:
Business Operations Marine & Family Services Retail Semper Fit Other
DATE:
COORDINATOR:
PHONE:
E-MAIL:
EVENT DETAILS:
DATE:
BUDGET (Not including Sponsorship dollars):
EVENT LOCATION:
TARGET MARKET:
Active Duty
Family Members
Retirees
DoD Civilian Personnel All Other (Please specify)
EVENT DESCRIPTION (Identify ALL activities, participation history and Sponsorship opportunities):
LOGO REQUIREMENTS (List all logos required on materials):
MARKETING CAMPAIGN MESSAGE (Please provide clear direction on text for materials):
CREATIVE DIRECTION (Please provide direction on colors, look, feel, graphics for materials):
MARKETING STRATEGY
(Choose all that apply):
3’ x 12’ ($102.00 single-sided) Quantity:
11’ x 12’ ($396.00 single-sided) Quantity:
BANNERS
(Note: 2-sided banners: $204.00)
Retain:
Y
N
MARQUEE
See Marketing Specialist for requirements.
Page 1 Marketing Request Form 150
RESOURCES
Marketing Request Form (cont.)
POSTERS
11” x 17” ($0.35 ea, printed 4-color, single-sided) Quantity:
22” x 28” ($25.00 ea, printed 4-color, single-sided) Quantity:
FLIERS
Electronic PDF (No Charge)
Quantity:
8.5” x 11” ($0.25 ea., 4-color, single-sided*) Quantity:
5.5” x 11” ($0.25 ea., 4-color, single-sided*) Quantity:
*In-house printing up to 500 copies. (Over 500 copies are outsourced and costs are TBD)
Y
THEATER SLIDE
N ($100/3 mos.)
WEB FLASH BANNER
(No charge)
Y
N Link to (If applicable and subject to approval):
Y
N (Fee-based)
Quantity:
DIRECT MAIL
Target Location(s):
SPONSORSHIP OPPORTUNITY
1. Can this event support a Sponsorship opportunity?
Y
2. Has there been Sponsorship previously for this program?
Y
3. Answering “yes” to Question 1 and/or 2 requires:
a. Sponsorship Guidelines (provided by Marketing)
b. A Sponsorship meeting with Marketing and Division POC
N
N
GUIDELINES
ü
ü
ü
ü
Please plan to submit your request for marketing support at least 25 working days prior to start of
promotional marketing campaign
Please submit approved text for ALL materials (brochures, signage, etc.) electronically and in Word
(.doc) format
For all Sponsorship activity, please complete Sponsorship Responsibility Form (provided by
Marketing) and submit with your marketing request
Typical timeline for completion once project has been submitted:
o Initial submission to first proof
10 Business Days
o First Proof returned
2 Business Days
o Final completion of design
3 Business Days
o Total design time
15 Business Days
FOR INTERNAL MARKETING USE ONLY: ! Sponsorship Review ! Sponsorship Guidelines provided (If applicable) ! Marketing Manager Review ! Marketing Specialist After-­‐Action Report (If applicable) Page 2 Marketing Request Form 151
mccsCP.com/marketingplan
RESOURCES
Planning Checklist
PLANNING CHECKLIST
Designed to provide tools that help develop a marketing strategy, while assisting in reaching the target market
efficiently, effectively and profitably.
Event__________________________________________________________________________________
Division BusOps_____ SF______ M&FP______ RET_____ Other_____
Campaign Marketing Strategy______________________________________________________________
Location________________________________________________________________________________
Date(s)_________________________________________________________________________________
Client(s)/Approving Authority______________________________________________________________
First Contact Date_______________________________________________________________________
1. Business Plan
Yes______ N/A______
2. Marketing Objective(s)
_______________________________________________________________________________________
_______________________________________________________________________________________
_______________________________________________________________________________________
3. Target Demographic ___________________________________________________________________
4. Market Analysis
a. Research________________________________________________________________________
_______________________________________________________________________________________
_______________________________________________________________________________________
b. Which groups are more profitable and/or interested in attending______________________________
_______________________________________________________________________________
_______________________________________________________________________________
c. Trends_________________________________________________________________________
_______________________________________________________________________________________
d. Needs/Wants/Satisfaction_________________________________________________________
_______________________________________________________________________________________
5. Market Offerings
Product__________________________________________________________________________
Price_____________________________________________________________________________
Place____________________________________________________________________________
Promotion________________________________________________________________________
6. Factors that differentiate offerings from competitors
______________________________________________________________________________________
______________________________________________________________________________________
152
RESOURCES
Planning Checklist (cont.)
PLANNING CHECKLIST
7. Cross-Promotional Opportunities
_____________________________________________________________________________________
8. Sponsorship
_____________________________________________________________________________________
9. Budget Criteria
_____________________________________________________________________________________
_____________________________________________________________________________________
10. Marketing Mediums
_____________________________________________________________________________________
_____________________________________________________________________________________
11. Distribution Placement Plan
MCCS Coordinators
Facility Distribution
Management Taskings
_____________________________________________________________________________________
_____________________________________________________________________________________
12. After Action Analysis
Attendance_____________________________________________________________________
Participation____________________________________________________________________
Revenue_______________________________________________________________________
Strengths_______________________________________________________________________
Weaknesses_____________________________________________________________________
Opportunities___________________________________________________________________
Threats_________________________________________________________________________
153
mccsCP.com/marketingplan
MARKE TING CONTAC TS
Pat Heath-Director
(760) 725-3691
Patricia.Heath@usmc.mil
Kristi Appleton-Deput y Director
(760) 725-3692
Kristi.Appleton@usmc.mil
Business/Brand Development
Karen Meeks-Accounts Executive
Business/Brand Development
Militar y Market Solutions
Dino Richardson- General Sales Manager
Business/Brand Development
Militar y Market Solutions
(760) 763-7994
Karen@mccsCP.com
(760) 763-0680
Dino@mccsCP.com
Design & IT
Scott Graham-Design & IT Manager
(760) 748-4307
Scott@mccsCP.com
Iveth Venegas-Design & Communication
Department Manager
(760) 763-0678
Iveth@mccsCP.com
Brand Marketing
Kristen Huf ford-Marketing Brand Manager
(760) 763-0679
Kristen@mccsCP.com
Mike Wosika-Marketing Brand Specialist
Business Operations/Support/Marine & Family Programs
(760) 725-6417
Mike@mccsCP.com
154
Cari Gordonne -Lead Marketing
Brand Specialist
Semper Fit/Marine & Family Programs
(760) 763-9263
Cari@mccsCP.com
Ryan Uher-Marketing Brand Specialist
Retail/Business Operations/Semper Fit
(760) 725-6590
Ryan@mccsCP.com