CNIC FFR Marketing
How to Market
Navy Community Recreation
OVERALL CLASSIFICATION: UNCLASSIFIED
THIS PAGE: UNCLASSIFIED
Marketing Community Rec
• Introductions
 Steve Buckley, N94P, steve.buckley@navy.mil
• N94 Marketing specialist/account manager
 Leslie Gould, N922, leslie.gould@navy.mil
• Community Recreation manager
 Robin Hillyer-Miles, N94P, robin.hillyermiles@navy.mil
• N92 Marketing specialist/account manager
 Patty Owens, N922, patricia.f.owens@navy.mil
• Community Recreation analyst
CNIC > FFR > MWR > Community Recreation
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N94P Marketing Branch
• Purpose – Provide consistent, accurate, and aligned
information on FFR programs and services.
• Background – Work with HQ-level program managers
to increase patron participation, revenue, overall
satisfaction, and help meet standards.
 What we can do
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Social media messaging and graphic design
Banners
Print products
Websites
Apps
Audiovisual products
Other
CNIC > FFR > MWR > Community Recreation
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N922 Navy Community Recreation
• Community Recreation
– On-base Community Events
– Command Picnics/Events
– Party/Picnic Support
– Fleet Recreation/Visiting Ships/Squadrons
– Information and Resources
– Trips and Outings
– Outdoor Recreation Equipment Rental
– Recreation
Programming/Classes/Activities
– Tickets
– Recreational Green Space Coordination
– Leisure Travel
CNIC > FFR > MWR > Community Recreation
N922 Navy Community Recreation
Navy Community Recreation …
• is program-centric and offers a variety of different facilitated recreational
opportunities that guide participants through leisure experiences in the
form of events, activities, trips, and outings.
• focuses on the community as a whole, as well as unique demographic markets,
including single service members, families, retirees, couples without children, single
parents, etc.
• keeps a pulse on the community’s interests and needs, as well as current recreational
trends, and provides programming for niche demographics as warranted (e.g., pet
owners, outdoor enthusiasts, car buffs, do-it-yourselfers, festival goers, crafters, and
etc.).
• is a single program mindset, similar to CYP and Fitness, with cross-trained staff who
have the knowledge to refer customers outside the fence lines when necessary and
encourage engagement within the civic community.
• is a combination of CAT A and CAT B programs/services that may run consolidated
under one roof, as stand-alone facilities, or as a combination of these options.
• ensures all programs/services are available to each community using a variety of
delivery options (i.e., in-house, contracted, off-base, partnerships, and clubs).
CNIC > FFR > MWR > Community Recreation
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N922 Navy Community Recreation
Command
Picnics and
Events
Visiting Ships
and Squadron
Support
Green Space
Outdoor
Recreation
Equipment
Travel
Special Events
Community
Recreation
Party and Picnic
Equipment
Information
Tickets
Recreation
Programming
Tours and
Outings
CNIC > FFR > MWR > Community Recreation
CR Command Support
Command Support
• Visiting Ships/Squadrons:
Community Recreation staff will coordinate all military group visits
to the installation and ensure visitors have access to MWR facilities or
appropriate off-base activities. Coordination would begin prior to arrival.
• On-base Community Events (does not include open house events):
Community Recreation staff will use other N9/command resources to conduct MWR
events on installation for the military community (concerts, sporting events, seasonal
events/parties).
• Command Picnics/Events:
Community Recreation staff will provide support to commands for non-MWR events.
Support is to enhance the event and includes equipment, programming ideas and
coordination.
• Recreational Green Space Coordination:
Community Recreation staff will work with command to ensure green space areas used
for general recreation or leisure space are properly maintained. Green spaces are onbase parks, picnic areas, playgrounds (PPV & CYP), ball fields, trails, lakes, and
beaches. Community Recreation staff will coordinate area usage and reservations.
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CR for the Military Community
Services and Programs for the Military Community
• Information and Resources:
Community Recreation staff will be the “concierge” who completes
the research and provides information and referral to a variety of
recreational opportunities for individuals /families, on and off base.
• Outdoor Recreation Equipment Rental:
Community Recreation will offer outdoor gear for personal use for individuals and families. Gear
can be located in any MWR space using Community Recreation or N92 staff. Equipment
includes bicycles, backpacks, kayaks, canoes, campers, and etc.
• Party/Picnic Support Equipment:
Community Recreation will loan or rent chairs, tables, stage, grill, coolers, etc., for use on or offbase. Gear can be located in any MWR space using Community Recreation or N92 staff.
• Tickets:
Community Recreation will provide access to tickets to local and national attractions and
services. Service can be provided via in-house ticket counter, online e-ticket, website
promotional codes, and partnership discounts directly at the venue.
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CR for the Military Community
Services and Programs for the Military Community
continued …
• Recreation Programming and Activities:
Community Recreation staff will facilitate leisure skills development activities, programs
and classes to single service members, families, retirees, couples without children,
single parents, etc. Programming can occur off base or in any MWR and command
space using in-house, contracted or volunteer labor. Examples include cake baking,
changing a flat tire, paddle boarding, and geo-caching.
• Trips Organization and Coordination:
Community Recreation staff will organize trips for other N9 groups (e.g., LIBERTY,
Youth) as well as families and command groups to various off base venues. Trips are
offered either in-house, contracted or through a partnership with an off-base provider.
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N922 Navy Community Recreation
Shared Staff
Shared
Resources
Improved
Programming
Efficiency and Standardization
Community
Recreation
Library
Liberty
CNIC > FFR > MWR > Community Recreation
Brief History of Community Rec
Community Recreation
• New Program Standards were released Oct. 1,
2015.
• 6 standardized job PDs released.
• Community Recreation logo finalized and
released.
• Community Recreation Advisory Board
(CRAB) established.
• Program Standards Community Rec Desk
Guide produced and distributed to 75
installations
• Community Recreation Training Workshops in
8 regions; 182 Recreation directors and MWR
directors trained, in total.
• Standardization Processes and SOPs :
• Command QOL and Event Support
• Hunting and Fishing MOA for MWR/NAVFAC
• Safe Inflatable Operating Procedures
• Park and Pavilion Standard Rental Procedures
• Operation of MWR Waterfronts
• Training, MWR Marina Program, 24 MWR
Marina Mangers to AMM/IMM
• Equipment and field grants to support
command QOL and field recreation programs
CNIC > FFR > MWR > Community Recreation
Community Rec Standardization
• N922 Support and Standardization Initiatives
 Development of MWR enterprise-wide standardized
attire/clothing policy
 Recreation Training: 22 attendees inclusive of MWR directors
and Community Recreation directors to NRPA Congress
 Standardized Entertainment Tracking for OCONUS sites for
Navy Entertainment
 Development for new Ticket Management System for Military
Ticket Program (MTP) to support 5 branches of service
 Support of NAF Funded Recreation Program grants for more
than 600 events worldwide
 Development of lifelong leisure skills programs for 11 pilot sites
to foster Liberty/Sailor Adventure Quest (SAQ)
CNIC > FFR > MWR > Community Recreation
What’s Marketing Got to Do with CR?
• Outdoor Customer Use Areas AND
(Individual picnic sites, group picnic sites, covered multi-function
pavilions, and park/green spaces located on or off-base.)
• General Picnic, Party/Pavilion, Spray/Splash
Parks, and MWR Playgrounds
 Ensure exterior signage is visible by customers from at least 200
feet at all hours. Signs should display hours of operation and be
readable at a distance of 10 feet. All fees and charges should be
conspicuously posted.
 Directions to CR facilities should be identified on all base maps
and welcome aboard packages.
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What’s Marketing Got to Do with CR?
• Special Events Marketing
 Small Special Events – each installation must plan and execute ten
small special events per year.
 Entertainment for Events – sponsored drop-in tours a la Navy
Entertainment, Armed Forces Entertainment, USO, and etc.
 Large Special Events – each installation must plan and execute one
themed large special event that incorporates six theme activity elements
such as paintball, kids’ games, fireworks, food, entertainment, face
painting, and inflatables.
 Open House Events/COMREL – such as air shows, Independence Day,
open houses, and other public affairs events. COMREL are events such
as a 5K run.
 Off Base Special Events – promote discounts to community events
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What’s Marketing Got to Do with CR?
• Trips, Tours and Outings per MONTH!
 OCONUS
• X-Large and Large – 10
• Medium – 6
• Small and X-Small – 4
 CONUS
• Jumbo, X-Large, and Large – 4
• Medium, Small and X-Small – 2
• Travel
 cruise and vacation packages, leisure travel bookings
• CR has to increase revenue and documented customer feedback
CNIC > FFR > MWR > Community Recreation
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What’s Marketing Got to Do with CR?
• Tickets
 discounted military entrance, electronic tickets, and physical
tickets
• Help increase ticket sales
• ITT is no longer used as a logo or a name!
• Outdoor Recreation Equipment Rental
• Since the equipment can be located in various places it is crucial that
marketing help make it clear where renters need to go for what – and
use the CR logo on that collateral material
• Outdoor Rec is no longer used as a logo or a name!
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What’s Marketing Got to Do with CR?
• Party Picnic Support
 CR rents party and picnic equipment
• They’ll need fliers and social media posts with specifics as to
where they go to rent the items.
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What’s Marketing Got to Do with CR?
• Recreation Programming
• Community programming hours per MONTH (seasonal and high
demand)
• Jumbo = 9
• X-large = 6
• Large = 4
• Medium = 2
• Small and X-small = 1
• Leisure skills development programming hours per MONTH
• Jumbo, X-large, and large = 4
• Medium, Small, and X-small = 2
CNIC > FFR > MWR > Community Recreation
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What’s Marketing Got to Do with CR?
• Recreational Green Space
• Signs, maps
• Command Quality of Life Events
• Organized command activities
• They’ll need help promoting CR support to the commands
• Commands will be provided at NO COST (first come-first served)
core items for their event: tables, chairs, coolers, grills, and canopies.
The quantity they receive is based on command size.
CNIC > FFR > MWR > Community Recreation
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What’s Marketing Got to Do with CR?
• Information and Resources
• Concierge services
• CR offers a minimum of five seasonally appropriate DIY
trip/activity itineraries
• Visiting Ships and Squadrons
• Ensure ships and squadrons have convenient access to and know
about MWR facilities and appropriate activities both on and off
base.
• They’ll need a handout, a map, and more!
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Communication Methods
• What methods do you use to communicate
Community Recreation to …
 Current customers?
 Potential customers?
 Active-duty military personnel?
 Reservists?
 Retirees?
 Family members?
 Civilian workforce?
 Public?
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Social Media
• Facebook, Twitter, Instagram, Vine, YouTube and …
 Templates for cover photos and ads
 Pre-planned/written posts
 Use hashtags
 Hold contests
 Digital marketing rules and technologies change fast
#MWRCommunityRecreation
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Social Media
• Navy Policy – the use of social media in DoD is authorized and
encouraged, but loose lips sink ships. Be aware of what you are posting
and how it will affect the Navy mission and safety of our Sailors.
• Only Facebook pages can be used – do not use a personal
profile, community, or group.
• Update at least once per week.
• Use the disclaimer text in the about section of your
page (not required on Twitter).
#MWRCommunityRecreation
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Community Recreation Logo How To
The Navy Community Recreation Logo
Usage Guide can be found at
www.navymwr.org/resources/marketing.
Look under Community Recreation.
www.navymwr.org/resources/marketing
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Community Recreation Logo How To
The Navy Community Recreation brand logo has one basic design.
No alteration of the logo is permitted.
Do this!
Do not do this!
www.navymwr.org/resources/marketing
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Community Recreation Flier Sample
In the chat area, write what you
see that’s done correctly or
incorrectly in this flier. Concentrate
specifically on logo usage.
Note: We know CR is new and we
are NOT trying to embarrass
anyone. We are trying to help you
recognize how to use the logo and
the overall concept correctly.
CNIC > FFR > MWR > Community Recreation
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Community Recreation Flier Sample
In the chat area, write what you
see that’s done correctly or
incorrectly in this flier. Concentrate
specifically on logo usage.
Note: We know CR is new and we
are NOT trying to embarrass
anyone. We are trying to help you
recognize how to use the logo and
the overall concept correctly.
CNIC > FFR > MWR > Community Recreation
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Community Recreation Flier Sample
In the chat area, write what you
see that’s done correctly or
incorrectly in this flier. Concentrate
specifically on logo usage.
Note: We know CR is new and we
are NOT trying to embarrass
anyone. We are trying to help you
recognize how to use the logo and
the overall concept correctly.
CNIC > FFR > MWR > Community Recreation
28
Community Recreation Flier Sample
In the chat area, write what you
see that’s done correctly or
incorrectly in this flier. Concentrate
specifically on logo usage.
Note: We know CR is new and we
are NOT trying to embarrass
anyone. We are trying to help you
recognize how to use the logo and
the overall concept correctly.
CNIC > FFR > MWR > Community Recreation
29
Community Recreation Flier Sample
In the chat area, write what you
see that’s done correctly or
incorrectly in this flier. Concentrate
specifically on logo usage.
Note: We know CR is new and we
are NOT trying to embarrass
anyone. We are trying to help you
recognize how to use the logo and
the overall concept correctly.
CNIC > FFR > MWR > Community Recreation
30
Community Recreation Flier Sample
In the chat area, write what you
see that’s done correctly or
incorrectly in this flier. Concentrate
specifically on logo usage.
Note: We know CR is new and we
are NOT trying to embarrass
anyone. We are trying to help you
recognize how to use the logo and
the overall concept correctly.
CNIC > FFR > MWR > Community Recreation
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Template Flier
• How can CNIC FFR Marketing help?
N94P currently creates template fliers for All-Navy Sports
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Banners and Electronic Messages
• Overall Retractable Banner
 Leslie and Patty will order and distribute
• Outdoor and Indoor Banner
 Overall message
 Template that installation marketing staff
can localize and print
• Electronic Board Messages
 At POS areas, base entrance points and
buildings
 Templates staff can localize
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Collateral Material
• Brochures
 What is Community Recreation? (to be created later in FY16)
• Flyers
 Templates for marketing staff to localize and print
• Table Tents
 Templates for marketing staff to localize and print
• Information Cards
 Basic with overall message
CNIC > FFR > MWR > Community Recreation
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Websites and Apps
• Apps
 Changes coming to ensure
Community Recreation is
represented properly.
• Websites
 Design –
Installations need to build
their website to ensure
Community Recreation
is represented properly.
 Newsletters
• Template
• Emails – work as part of your overall marketing campaign
– Grow your email database list
– Use automation
– Accept opt outs!
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Videos
• Theater Spots
 20 seconds will be developed
• Social Media
 15-second videos and photos
• Hold a contest for Vine or Instagram
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Other
• PAOs
 Work with your local PAO to get the good news
out!
 We can coordinate with CNIC PAO for numerous
overall products -- social media messages,
NAVNEWS stories, base newspaper articles,
PODs, local media outreach, etc.
• Photos
 High resolution
 Take 3 of each shot – close, middle, far away
 Use file names that are easy for others to
decipher basename_event_date
CNIC > FFR
> MWR
> Community
Recreation
 Eventually
N94P
will have
a photo share
site
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Other
• MWR Logos
 Ensure logo usage follows branding guidelines that are
being developed. Start now so you will be in compliance
later!
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Final Thoughts
Thank you for your participation!
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