United States Army
Security Assistance Command
SPP & Campaign Plan
Milestone 1 Meetings
Version 2
Last update 4 October 2004
USASAC Campaign Plan
Agenda
SPP Recap
Big Picture Summary: Progress to Plan
Campaign Plan Objectives
Campaign Plan Components & Responsibilities
The Way Ahead
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USASAC Campaign Plan
The Strategic Product Plan
The Strategic Product
Requirements
Plan (SPP) unifies
The SPP is driven by overall US
security goals as dictated by:
proactive security
cooperation efforts and
provides a clear linkage
to national, DoD, and
Regions, Countries,
Organizations
• President’s National Security Strategy
• US Defense Strategy
• DoD Strategies and Objectives (DSCA,
DASA(DE&C), TSCs…..)
The SPP does not preclude
reacting to foreign inquiries or
unsolicited sales requests
Army strategic
Capabilities
Requirements
objectives
Strategic Product
Plan
Links the key groups
that drive the approach
for proactive interactions
with foreign buyers
Provides a context for
interaction when
responding to
unsolicited requests
USASAC
MSC/SAMD
Prioritized
Resources
PMs
Industry
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USASAC Campaign Plan
SPP Objectives
Develop a Strategic Product Plan (SPP) which will:
>
Develop and implement a proactive FMS system that enhances the
ability of all partners to better forecast and resource future FMS.
>
Present an over-arching framework for all MSC SPPs
>
Align Security Assistance activities with U.S national security and
foreign policy objectives
>
Identify strategic products from inventory, in production and in product
planning that can be leveraged through Security Assistance programs
>
Identify high priority customers and prospects based on alignment with
US objectives and strategic products
>
Optimize resources to drive Security Assistance programs in support of
those strategic products and customers
>
Create strategic input for campaign plan development
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USASAC Campaign Plan
Big Picture Summary
Complete
Complete
Phase I: Plan and Develop Framework
>
Reviewed Strategic Directional Documents
>
Created SPP Framework
AMC
DASA/DE&C
SPP
PEO/PMs
Industry
Phase II: Deployment and Training
>
Finalized SPP Criteria
>
Conducted 5 Training workshops
>
Very good partnering sessions with AMC/Industry/PM/PEO
>
Revised Campaign Plan template based on input, created final template
>
Developed implementation plans
Phase III: Development and Execution
Complete
Draft Complete
>
SPP Development
>
SPP Policy and supporting documentation (DA PAM 12-1)
Ongoing : Milestone 1 >Campaign Plan Development
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USASAC Campaign Plan
What is a Campaign Plan?
“A campaign plan translates
strategic guidance into
operational direction…
…The campaign plan clearly
defines the initial phase(s) of the
campaign and unambiguously
establishes what spells success
at the end of the campaign…”
Purpose of a Campaign Plan
The reason to create a campaign /
marketing plan could be any or all of the
following:
1.
To establish tactical direction and
priorities
2.
Building partnerships: to provide a
coordinated action plan for campaign
activities
3.
To provide a formal record of
campaign related decisions
4.
To request budget
5.
To request internal resources
6.
To create dialogue with senior
management
7.
To establish who has the lead and
who is following
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Reference: from “Campaign Planning: Getting it Straight” by Mendel and Banks
Reference: from “Creating a Marketing Plan for the AMA” by Linda Lee and Denise Hayes
USASAC Campaign Plan
Variations on the Campaign Plan
The “Standard” Campaign Plan format will be focused on a system to a country, but there
are variations which may be discussed during the Milestone 1 meeting:
Campaign Plan for a system to a region (awareness, demos)
>
Campaign Plan for a country to help them better use FMS (Iraq, Pakistan), for mil-to-mil
>
relationship development
Can do a Campaign Plan ‘Light’ for efforts which don’t require intense activity but still need focus
>
(i.e. if customer already has product in inventory, it should be ‘light’, or if it’s a follow on to
existing sales)
Variation
Author/Lead
System to a • SAMD
Region
Country
only
CP ‘Light’
• USASAC
Regional
Manager/CPM
• SAMD
Participants
• USASAC Regional Mgr, PEO/PM,
Industry, other SAMD as
appropriate
• Varies by situation, USASAC
regional manager to designate
participants
• May be only SAMD, but as
needed, PEO/PM, Industry, other
SAMDs
Comments
• Use standard Campaign Plan
template, Annex A, but reference a
region instead of a country
• Expand existing country summary to
include an action plan, using the
action plan template from Annex A
• Complete only “Action Plan” table
from Annex A and Budget Request.
Level of effort should be minimal
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USASAC Campaign Plan
CECOM
Command & Control
CECOM
Communications
CECOM
Intelligence & Reconnaissance
CECOM
Networks/Computers
CECOM
Sensors
TACOM RI
Cargo Delivery Systems (family)
TACOM RI
Microclimate Cooling System
TACOM RI
LW 155 Howitzer
TACOM RI
Sorbent Decontamination System (M100)
TACOM W
100-200 kW Tactical Quiet Generator
TACOM W
BRADLEY
TACOM W
HET
TACOM W
HEMTT
TACOM W
STRYKER
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USASAC Campaign Plan
Milestone 1 meeting scheduled for 17 Nov
AMCOM
Apache
AMCOM
Avenger
AMCOM
Blackhawk
AMCOM
Chinook
AMCOM
MTHEL
AMCOM
PATRIOT
AMCOM
Sentinel
AMCOM
SLAMRAAM
AMCOM
Stinger
AMCOM
Unmanned Aerial Vehicle
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USASAC Campaign Plan
The Way Ahead
We are nearing the end of the SPP process, but the most important part is still
ahead: Campaign Plan development
Campaign Plan Development: Completion 1 December 2004
>
USASAC Regional Managers will develop country summaries concurrently with the SAMDs
efforts
>
SAMDs will be the action officer to lead completion of Annex A: System Summaries and
Detailed Action Plans, beginning immediately after the completion of the Milestone 1
meeting
Milestone 2 meetings have been eliminated due to time considerations
Campaign Plan Final Document will be compiled by USASAC and issued as soon
as possible, with appropriate reviews
After Action Review to be scheduled for Jan 2005
Mid-year review/POM
Execution – As outlined in Annex A, action item owners will be responsible for
completing activities and providing updates to the defined plan owner
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USASAC Campaign Plan
Questions & Answers
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