Headquarters U.S. Air Forces in Europe
“Bring Your Courage”
Marketing and Commercial
Sponsorship
Mandy Smith-Nethercott
USAFE/A7SPM
1
Topics

Why Market?

Marketing’s Role in Services
 Keys to a Successful Services Marketing
Plan

Sponsorship & Advertising

USAFE Services Programs/Promotions

AFSVA Programs/Promotions

References

2004 AF Customer Feedback USAFE
Results
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Why You Need to Market

What the Competition is Doing
 % Est. Annual Revenues Spent on Sales &
Marketing
 3%
Less than 1%
 45%
1%-5%
 25%
 22%

5%
6%-10%
11%-20%
More than 50%
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Why You Need to Market

Sales are Not Made on Price Alone
 What’s Most Important in Buying Decisions
 Best
Quality
 Fair Price for Quality
 Ease of Purchase With no Hassles
 Great
Customer Service
 Lowest Price

No Market Leader is the Lowest Price Brand
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Why You Need to Market

Audiences Forget 90% of What They See Within 2 Weeks
 Power of Repetition


Creates Top-of-Mind Awareness
It Takes 22 Impressions to Move the Mind From Total
Apathy to Purchase Readiness
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Why You Need to Market

Existing Customers are the Most Likely Source of
Referral and the Only Source of Repeat Sales
 60% of Your Marketing Effort Should Be Here

It is 6 Times More Expensive to Attract a New
Customer as it is to Keep a Current Customer
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Your Marketing Partner
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Marketing’s Role
in Services
 Partnership
is the Key
 Include
your Marketing
Partner/Director in Planning
Meetings/Staff Meetings/Flight
Meetings
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Where Marketing Fits in the
Organizational Structure
Commander/Division Chief
Deputy (Note 1)
Admin
Orderly Room
HRO
(Includes all Ed & Tng)
(Note 2)
Marketing
Combat Support
Flight
Community
Support Flight
Business Operations
Flight
Family Member
Programs Flight
Resource Mgt
Flight
Food Service
Mortuary
Fitness
Lodging
Readiness & Plans
Libraries
Linen Exchange
Laundry
Skills Dev
Aero Clubs
Outdoor Rec
Rod & Gun
Marinas
Recreation Pools
Information Ticket
& Tours
Clubs
Aero Clubs
Golf
Bowling
Civilian Welfare Funds
(Restaurant & Outlets)
Retail
Vet Clinic
Child Development
Center
Youth Program
Family Child Care
School Age
Program
Community Center
Slot Pgm Mgt
NAF Mgt
NAF Payroll
NAF Purchasing
APF Mgt
Systems Support
Logistics
Private Orgs
(Note 4)
(Note 3)
Notes:
(1) Deputy is responsible for facility projects (APF & NAF)
(2) With approval from the MAJCOM, bases may realign the training function directly under the Commander/
Deputy with an office symbol and organizational structure code (OSC) of SVT
(3) Business Operations Flight combines with Community Support at medium bases (military population
between 1K and 5K)
(4) Family Member Support Flight and Business Ops Flight combine with Community Support Flight at small
bases (population less than 1k)
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Marketing’s Role
in Services
 Make
Flyers?
 Change
 Take
Marquee Letters?
Pictures?
 Do
PowerPoint Slides for
Commander?
Not even close!
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Marketing’s Role
in Services
 Develop,
Implement & Analyze Market
Research
 Corporate
PRISM
 Customer
Feedback
 Local
Surveys
 Develop
Marketing Goals, Objectives and
Strategies
 Make
Marketing a Key Team Partner
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Marketing’s Role
in Services
 Advise
Managers on Marketing and
Promotional Strategies
Identify
Target Markets
Determine
Effective Ways of
Reaching Those Markets
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Marketing’s Role
in Services
•Determine Effectiveness of Current
Initiatives
•Measurements/Goals
•People, Participation
•Dollars, Register Rings
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Marketing’s Role
in Services
 Plan
and Implement Marketing,
Promotional and Publicity
Campaigns for Flight- and
Squadron-wide Events
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Marketing’s Role
in Services
 Coordinate
Implementation of
Marketing Plans
 Obtain
Sponsorship to Support
Events
 Utilize
Advertising Program to Offset Costs of publishing
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10 Steps To An Effective
Services Marketing Plan

Step 1 - Identify trends and examine your local environment

Step 2 - Examine potential opportunities and threats to your
program

Step 3 - Determine the strengths and weaknesses of your
program

Step 4 - Ask yourself, “What business am I in?”

Step 5 - Identify who your customers are and what they need

Step 6 - Identify your marketing goals

Step 7 - Determine the best marketing mix

Step 8 - Select appropriate marketing strategy

Step 9 - Develop a plan of action

Step 10 - Monitor program and evaluate results – revise as
appropriate
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AF Corporate PRISM
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Corporate PRISM
 Weighted
survey answers representative
of entire base population
 Survey
accomplished every 2 years
 Next data available end 2005
 Used
to define AF leisure markets
 Provides
demographics, market
size/share, and improvements
 13
facility/program areas in survey
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Corporate PRISM
charts define installation’s
population characteristics
 Demographics
 Market
analysis charts evaluate market size
and share of installation’s programs/activities
charts identify customers’
wants and needs and the potential gains
 Improvements
 Detailed
inquiry charts give the frequency and
location of visits
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Corporate PRISM
 Used
by managers to assess customer needs,
increase participation, and make sound
business decisions
 Groundwork
 In-house
for additional research
surveys
 Focus
groups
 Needs
assessment studies
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AF Customer Feedback
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Customer Feedback
 Benefits
Assess
satisfaction
Prioritize problem areas
Develop marketing strategies
 Baseline
for comparison of previous
years’ data
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Customer Feedback
 Annual
measurement of customer
satisfaction
 Analysis
tool for managers
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Customer Feedback
 Measurement
Variables
Customer Service
Facilities
Equipment
Value
Overall
Activity Rating
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Customer Feedback
Overall
Services Grade
Satisfaction/Importance
Attributes
Demographics
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AF Customer Feedback


Comparison of Annual AF Findings
FY04
FY03
FY02

Customer Service
83%
83%
82%

Facilities
80%
80%
80%

Equipment
80%
80%
79%

Value
81%
80%
80%

Overall Activity
81%
80%
79%

Overall Services
74.49
73.65
73.40
Results indicate a slight but steady increase in satisfaction
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Customer Feedback FY04 AF
Activity Averages
Program
Service
Facility
Equipment
Value
Overall
Library
88
81
81
90
84
Fitness
85
82
84
92
84
Dining Facility
85
85
83
84
84
Arts & Crafts
86
81
82
82
83
Golf Course
86
82
82
82
83
Outdoor Rec
85
80
81
83
82
ITT
85
80
81
81
82
Rec Equipment
85
79
79
82
81
Bowling Center
83
80
79
83
81
Child Development
83
85
85
75
81
Auto Skills
83
79
80
83
81
Youth Programs
82
79
79
77
79
Officers’ Club
80
80
78
72
76
Club Dining
79
78
77
71
75
Enlisted Club
79
77
76
73
75
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Local Surveys
 Provide
Customer Satisfaction
Reviews
 Program
Specific Feedback
 Targeted
Concern Feedback
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Local Surveys
 Interactive
Customer Evaluation (ICE)
 FREE
Web-based electronic comment
card system
 joyce.mussey@osd.mil
 Opinion
Meters
 Comment
Cards
 Paper
 Web
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Commercial
Sponsorship
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“Bring Your Courage”
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Sponsorship

Designed to Help Enhance or Off-set Expense for
Services MWR Programs

Must be a Bona Fide Services Event

Can Only be Used for “MWR” Elements
 Honor
Guard, Lodging, Military Dining Excluded
 Does
not Include Normal Day-to-Day
Management and Overhead Operations
 Not
a Budgeted Item
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Sponsorship
 Does
NOT include Internal Services Events
 Conferences
 Evaluation
Ice Breakers (LeMay, Eubank,
Gold Key, Hennessey, etc.)
 Organizational
 Not
Parties, Retirements, etc.
Authorized for
 Other
AF Organizations
 Private
Organizations
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Sponsorship
 Approval
Levels
 SV
Up to $5K
 Installation
CC
Up to $25K
 MAJCOM
SV
UP to $50K
 MAJCOM
CV
$50K-$100K
 HQ
 Per
AFSVA/CC
$100,000+
Sponsorship Agreement
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Your Role in Sponsorship
 Potential
Sponsor Hit List
 Vendors
 Suppliers
 Plan
Ahead
 Clear
Communication of Needs with Marketing
 Return on Investment
 Sponsor
Recognition
 Receives
Promised Exposure
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Sponsorship Vs. Donations
 P.O.s
prohibited from soliciting as official
representatives of DoD, USAF, etc.
 Any
Organization May Accept Donations
 Wives’
 Very
Club, CGOC, Squadrons
Limited Recognition
 Reference
AFI 34-201 for approval levels
and limits
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Private Organizations
 Help
in the Education Process
 Topic
for Annual Letter to PO’s
 Monitor
 Private
Fund Raising Activities
Organization AFI 34-223
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Advertising Program
 AFMAN
34-416
 Authorizes
Advertising for “Open to Public”
Events in Civilian Media
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Advertising Program
 Purchasing
 Event
Advertising
Must be Open to Public
 Cannot
Compete with Similar Event Held in
Local Community
 Must
be Infrequent
 In-kind
Advertising and/or Funds
Designated for Advertising under
Commercial Sponsorship is permitted
 Must
Coordinate with Public Affairs
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Advertising Program
 Can
use NAF/Sponsorship Dollars to
Purchase Restricted Media (Military Audience)
for Services Programs
 Example
 AF
Times
 Must
use NAF Dollars to Purchase Ads
Required for Solicited Sponsorship Package
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Advertising Program

Selling Advertising Space
 Avoid Competition with Public Affairs


Only sell on NAFI Funded Media
Must be Unique to Services
 Examples
 Club
Calendars
 Ball Field Fences
 Message and Menu Boards
 Golf
Tee Signs
 Services Magazine
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USAFE Services Programs/Promotions
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USAFE Specific
Programs/Promotions

Extreme Summer

Project CHEER

USAFE Idol

Air Force Birthday Bash

USAFE Club Membership Drive

USAFE Youth of the Year

USAFE Youth/Teen Talent Contest

Youth/Teen Camps
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AFSVA Programs/Promotions
Highlights

Football Frenzy

AF Club Membership Drive

Tops In Blue

Stars and Strikes Bowling Promotion
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References

AFI 34-264 Services Marketing and Publicity Program

AFI 34-407 Commercial Sponsorship Program

AFMAN 34-416 Commercial Sponsorship and Sale of NAFI
Advertising Procedures

AFI 34-223 Private Organizations

AFI 36-3101 Fund Raising within the AF
 Para 19

AFI 34-201 Use of Nonappropriated Funds (NAFS)
 Chapter 5.7.
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Air Force 2004
Quality of Customer Service
Customer Feedback Survey Results
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Aviano
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Croughton
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Fairford
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Incirlik
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Izmir
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Lakenheath
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Mildenhall
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Molesworth
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Moron
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Lajes
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Ramstein
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Rhein Main
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Sembach
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Spangdahlem
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Stavanger
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Quality of Facility
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Aviano
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Croughton
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Fairford
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Incirlik
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66
Izmir
“Bring Your Courage”
67
Lakenheath
“Bring Your Courage”
68
Mildenhall
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Molesworth
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Moron
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Lajes
“Bring Your Courage”
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Ramstein
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Rhein Main
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Sembach
“Bring Your Courage”
75
Spangdahlem
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Stavanger
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Quality of Equipment
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Aviano
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79
Croughton
“Bring Your Courage”
80
Fairford
“Bring Your Courage”
81
Incirlik
“Bring Your Courage”
82
Izmir
“Bring Your Courage”
83
Lakenheath
“Bring Your Courage”
84
Mildenhall
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85
Molesworth
“Bring Your Courage”
86
Moron
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87
Lajes
“Bring Your Courage”
88
Ramstein
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89
Rhein Main
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90
Sembach
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91
Spangdahlem
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92
Stavanger
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Value for Price Paid
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Aviano
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95
Croughton
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96
Fairford
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97
Incirlik
“Bring Your Courage”
98
Izmir
“Bring Your Courage”
99
Lakenheath
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100
Mildenhall
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101
Molesworth
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102
Moron
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103
Lajes
“Bring Your Courage”
104
Ramstein
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105
Rhein Main
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106
Sembach
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107
Spangdahlem
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108
Stavanger
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Overall Assessment
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Aviano
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111
Croughton
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112
Fairford
“Bring Your Courage”
113
Incirlik
“Bring Your Courage”
114
Izmir
“Bring Your Courage”
115
Lakenheath
“Bring Your Courage”
116
Mildenhall
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117
Molesworth
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118
Moron
“Bring Your Courage”
119
Lajes
“Bring Your Courage”
120
Ramstein
“Bring Your Courage”
121
Rhein Main
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122
Sembach
“Bring Your Courage”
123
Spangdahlem
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Stavanger
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Satisfaction
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Aviano
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127
Croughton
“Bring Your Courage”
128
Fairford
“Bring Your Courage”
129
Incirlik
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130
Izmir
“Bring Your Courage”
131
Lakenheath
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132
Mildenhall
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133
Molesworth
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134
Moron
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135
Lajes
“Bring Your Courage”
136
Ramstein
“Bring Your Courage”
137
Rhein Main
“Bring Your Courage”
138
Sembach
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139
Spangdahlem
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Stavanger
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