MARKETING 101...Social Media –Facebook, Twitter, YouTube, Instagram and Life in 29 Theater...

MARKETING 101MARINE & FAMILY PROGRAMS DIVISION

29 Palms MCCS Marketing

APRIL 2019

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“Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us”

Marketing is the activity and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large

MARKETING

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RESOURCES

Print – flyers, posters, road-side signs, table tents, postcards, banners, window clings, programs, business cards, brochures, menus and tickets

Social Media – Facebook, Twitter, YouTube, Instagram and Life in 29

Theater commercials

Photo & vido

Outsourced materials such as business cards, brochures, tickets and anything else that the Marketing Department cannot produce in-house, will be outsourced and charged back to the client’s cost center

29 PALMS MARKETING & ADVERTISING RESOURCES

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The Marketing Department will take into account the event/program, marketing budget, target audience, estimated number of participants and any creative direction you include. Your Marketing Specialist will create a campaign around the information you communicate in your request

MCCS29Palms.com | Marketing Department page has ALL requests required when soliciting support from the Marketing Department

The Marketing Department will strive to fulfill your request and be flexible

Policies are in place for all requests submitted to the Marketing Department

MARKETING PROCESS

Final decision regarding the magnitude of campaigns, medium utilization and design will be at Marketing’s discretion

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Date specific - what needs to be determined? Is it your event, registration or reservation date that is the most important? We will make it our goal to:

Have your advertising out for a minimum of 2 weeks prior to your event

For larger scale events, out a maximum of 4 weeks

Placed in locations that will receive the most exposure to your target audience

The length of time and scale will be determined by your Marketing Specialist, Marketing Department policies and space availability

AFTER production phase is complete: if any design changes, event cancellations or reprinting needs to take place the Marketing Department will do a Requisition & Issue (R&I) to charge your department’s cost center

STRATEGY & GUIDELINES

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Divisions can pay for additional materials to enhance campaigns, such as postcards.

These will be charged back to your cost center. This process will require a meeting with

your Marketing Specialist before submitting any request. Please ensure you have the

funding and submit an approved POR

All copy for materials (brochures, signage, etc.) needs to be provided electronically in an

editable format (.doc) to your Marketing Specialist

If you are in need of miscellaneous materials, meet with your Marketing Specialist

Completion timeline of miscellaneous requests will depend on the scale and what is

being requested, along with the current workload at the Marketing Department

STRATEGY & GUIDELINES (2)

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Click to edit Master title styleM&FP INTERNAL ROUTING PROCESSFOR ALL MARKETING REQUESTS

FACILITY/PROGRAM

REQUEST INITIATOR

SUBMITS REQUEST TO

OPERATIONS OFFICE | BRENDA DAEMS

M&F DEPUTY’S OFFICE SUBMITS TO

MARKETING &

cc’s INITIATOR OF REQUEST

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Link is available on Marketing Department page of mccs29palms.com http://mccs29palms.com/index.cfm/links/marketing/

SUBMISSIONS REQUEST FORMS

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ALL Marketing Requests can be downloaded from the Marketing page on MCCS29Palms.com

The Marketing Department needs as much detailed information as possible to determine how to create a successful campaign for your program/event

Review each section

Questions

MARKETING REQUEST FORMS

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A minimum of 30 days prior to Event Day - a Marketing Request needs to be submitted online at http://tnpmarketinghelp/portal or to your Marketing Specialist

15 days - Graphic Artist creates design and then submits the proof for the internal approval process

1-3 days - Client to approve the artwork on all campaigns. Client is only permitted 2 revisions

3 days - Graphic Artist implements any revisions

2 days - Graphic Artist produces the campaign

7 days - Courier delivers the campaign

MARKETING PRODUCTION TIMELINE

http://tnpmarketinghelp/portal

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Web Requests will take 7 business days to process

Copy & paste YOUR Web Page URL. Requests will not be completed without it

You will be notified once request is completed

WEB REQUEST FORM

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Contact your Marketing Specialist to discuss program brochure, postcards or any other

marketing material that need to be outsourced for your facility, prior to the submission of

the Marketing Request

Based on the information we discuss, a quote will be provided with both shipping and printing costs

A Purchase Order Request (POR) needs to be created, routed and approved in order for

any outsourced marketing material to be designed and ordered. The POR will need to

include the vendor information, cost center and GLAC

A minimum order of 500 is required for business cards and program/facility brochures

All copy for the brochure needs to be submitted in a word document to your Marketing Specialist

It will take 10 -17 business days for delivery after the artwork has been approved and the order has been placed

OUTSOURCED MARKETING MATERIALS POLICY & GUIDELINES Business Cards | Brochures | Postcards etc..

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If given less than 30 days’ notice from the date of the client’s submission, we will not be able to fulfill a campaign without an Authorization Form

The Authorization Form will need to be submitted up your chain of command to the Deputy Director

If the Deputy Director approves the late request, then the signed Authorization Form and the Marketing Request needs to be submitted to your Marketing Specialist

You can find the Authorization Form in the Forms section of the Marketing Request Website or on the Marketing page of mccs29palms.com

Only a minimal digital media campaign will be created

POLICY & GUIDELINES – FOR LESS THAN 30 DAYS

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Click to edit Master title styleMCCS AUTHORIZATION FORM

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MCCS AUTHORIZATION FORM FOR MARKETING REQUESTS GIVEN LESS THAN 30 DAYS NOTICE

Your Name: Event Date:

Division/Department: Event Time:

Event/Program: Your Phone Number:

EVENT DESCRIPTION

Briefly describe the event, what it is and what its purpose is.

_____________________________________________________________________________________________

_____________________________________________________________________________________________

_____________________________________________________________________________________________

_____________________________________________________________________________________________

JUSTIFICATION FOR LATENESS

Briefly describe the reasoning behind why the Marketing Request is being submitted with less than 30 days’ notice.

_____________________________________________________________________________________________

_____________________________________________________________________________________________

_____________________________________________________________________________________________

TERMS FOR THIS AUTHORIZATION

With less than 30 days’ notice from the date of the marketing request submission and approval of the Directorate, a

minimal digital campaign will be created and published.

Approved by:

_____________________________________ ________ __________________________________

Print Deputy Director First & Last Name Date Signature

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If a Video/Photographer is requested after regular business hours, the requesting cost center will need to pay for the Photographer’s time worked. Kathryn Crank, Marketing Director will override time in PeopleSoft

Please submit a Video/Photography Request 3 weeks prior to the event day to the Marketing Specialist

VIDEO/PHOTOGRAPHY POLICY & GUIDELINES

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Click to edit Master title styleBUSINESS DEVELOPMENT - SPONSORSHIPWHO WE ARE AND WHAT WE DO

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The Business Development Team serves as the liaison between outside entities and

the installation, obtaining much needed revenue, goods and services for the benefit of our

Marines, Sailors, and their families

Sponsorship is NOT a donation ~ it is a business arrangement where MCCS must provide

something of equal value in exchange for support

Sponsorship can only be solicited and used for events or activities directly associated with

MCCS/MWR programs

Understanding that sponsorship is an integral part of MCCS programs, services and

special events, our team is passionate in our role of supporting the overall mission of

MCCS, Twentynine Palms. In FY2017/18, our team was successful in soliciting and

managing a total of $659,350.00 in cash & in-kind support

BUSINESS DEVELOPMENT - SPONSORSHIPWHO WE ARE

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Per DoD regulations, only a civilian can solicit sponsorship and this person(s) must be

designated in writing by the Command

Outside of our team, no one should solicit any type of commercial sponsorship support

or donation from any individual and/or business on behalf of MCCS

Be advised that when having a conversation with a non-federal entity (NFE) and the

topic of cash or in-kind support arises, you should immediately instruct them to contact

our team directly to discuss all opportunities

You should budget for each and every event/program appropriately. Do not count/rely

on sponsorship. It should be used to enhance, not fund your event

BUSINESS DEVELOPMENT - SPONSORSHIPRULES AND REGULATIONS

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The Business Development team is responsible for the initiation, contracting, organizing,

tracking, collecting, execution and overall monitoring of the Commercial Sponsorship program.

This is accomplished through:

Limitless prospecting, networking and solicitation of past, present and potential

sponsors

Preparing presentations and proposals presented to potential sponsors on your behalf

Drafting sponsorship agreements for legal review by MCCS Western Area Counsel

Ensuring that all requirements stipulated in the agreement are met. Examples of this

include:

o Sponsor name/logo inclusion on pre-event print and digital marketing materials,

any promotional items, t-shirts, etc.

o Day of event on-site activation, sponsor signage, promotional mentions

Collecting all monies and or goods/services that are due

Following up with sponsors to ensure their expectations were met and that an

after-action report is generated by the sponsored department and forwarded within 30

days of the event

BUSINESS DEVELOPMENT - SPONSORSHIPWHAT WE DO

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Click to edit Master title styleSPONSORSHIP AGREEMENT (1)

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Potential sponsors are looking for opportunities that make smart business sense or speak to them on an emotional level. Please consider the following when submitting:

Does the event/program reach their target audience/demographic?

How many attendees are expected? *Please remember, most sponsors are looking

for large scale events/programs

Is there value in their support (emotionally satisfying and/or new business

potential)?

Will they receive a return on their investment (will the people they reach do an

equal amount of business in return)?

If on-site activation is available, does the date and time work with their schedule?

How will they be recognized and involved as a sponsor both prior to and during the

event/program?

SPONSOR SUPPORTWHAT THEY DESIRE AND EXPECT

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Access the Sponsorship and Budget Request Forms at

http://mccs29palms.com/index.cfm/links/marketing/

Please be as thorough as possible when completing the requested information. While all

information is important, be advised to pay special attention to the following three areas:

1. When asked to list any potential sponsors interested in supporting the

event/program, be sure to include any and all contact information for people that you

know or that have reached out to you in an effort to support. Include their name,

phone number and email address

2. When describing the purpose of your event/program, this is your opportunity to

truly “sell” it to a potential sponsor. The information you include in the “purpose of

your event” section should be “civilian friendly” and connect with people on an

emotional level. Unlike advertising decisions (where businesses make decisions to

buy or not buy based on a return on their investment), most often sponsorship

decisions are made from the HEART!

HOW TO GET STARTED SPONSORSHIP AND BUDGET REQUEST FORMS (1)

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3. The last block asks what the sponsor will receive in return. If you were the

sponsor, what would you expect to receive? In addition to the standard onsite

presence, banners, signage, etc., be creative with other ways you can recognize

and involve them (prize sponsor, scavenger hunt or other games to drive traffic to

their table or business, logo photo props, sponsor gift, short video clips, etc.)

Provide detailed information when completing the Budget Request Form. In addition to

soliciting monies, this information can be used to solicit needed in-kind goods and

services

All forms must be signed by your Director/Division Head and should be submitted to the

Business Development Team

Sponsorship and Budget Request Forms should be submitted to the Business

Development Team a minimum of 12 weeks in advance of your event or program

HOW TO GET STARTED SPONSORSHIP AND BUDGET REQUEST FORMS (2)

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Click to edit Master title styleSPONSORSHIP AND BUDGET REQUEST FORMS

Link is available on Marketing Department page of mccs29palms.com http://mccs29palms.com/index.cfm/links/marketing/

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Click to edit Master title styleSPONSORSHIP AND BUDGET REQUEST FORMS

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Click to edit Master title stylePRE-EVENT MARKETING MATERIALS Posters | Flyers | Roadside Signs | Postcards | Banners

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Click to edit Master title styleDAY OF EVENT SPONSOR RECOGNITIONON SITE INTERACTION | SIGNAGE | SPEAKING POINTS

Signage Available from

Marketing

Banners

A-Frame Signage

Posters

Feather Flags

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Most importantly, ensure all requirements outlined in the commercial sponsorship

agreement are met. Questions or issues should be addressed with the Business

Development Team

Pickup required signage from Marketing

Make contact with the sponsor to introduce yourself as their POC and help in

relationship building

Take photos of the pre-event marketing elements, program/event activities and

participants, day of event signage and sponsor presence if applicable

Help to ensure sponsor’s expectations are met and their experience is positive

An After Action Report (AAR), to include the event/program name, date, number of

attendees, descriptive write-up and sponsor recognition photos should be forwarded to

the Business Development Team within 30 days of your sponsored event/program.

Please submit as a Microsoft Word Document. This can be accomplished via email or

AMRDEC

YOUR RESPONSIBILITY ONCE THE AGREEMENT IS SIGNED

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Click to edit Master title styleAFTER ACTION REPORT

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Once the event/program has taken place and the required AAR has been received, Finance will be notified. Once the affected accounting period has been closed, funding will be transferred to the cost center annotated on the Sponsorship Request Form. Please reference the 4-5-4 Accounting Calendar for clarification

Lastly, if you have any questions regarding the Sponsorship and Budget Request process, please contact the Business Development Team

HOW AND WHEN MONEY IS TRANSFERRED

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Marketing Department Lorie Harbough, Marketing Specialist760.830.5057 – [email protected]

Sponsorship Kristina Villoria, Business Development760.830.8691

Carrie Hendrickson, Business Development Admin760.830.8691 – [email protected]

Marketing Contacts

MARKETING 101...Social Media –Facebook, Twitter, YouTube, Instagram and Life in 29 Theater...

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