Marketing Training SeminarPresented by: Pendleton Marketing/Business Operations

Sep 17, 2014

Flow & To Do

✓ Intro➢ Patricia Heath, Director of Marketing/Business Operations➢ Kristi Appleton, Deputy Director Marketing/Business Operations➢ Scott Graham, Head of Media Management, Business Operations ➢ Kristen Hufford, Head of Project Management, Business Operations

✓ Marketing Quotes ➢ “Darwin observed that it was not the strongest of the species that survived, but those who were most

adaptable to change”➢ “Most advertising and communication currently out there has little or nothing to do with the very real

challenges that the client organization faces”➢ “Word of mouse: Consumer-generated content is becoming king – 25% of search results on the

planets’ top 20 brands are links to user-generated content”➢ “Brands need to work much quicker and that much harder”

Agenda

✓ Introduction➢ Welcome

✓ Objective➢ What can I expect to get from attending this seminar

✓ Marketing➢ Who, What, When, Where, How➢ Branding➢ Business Planning (Your Marketing Plan)➢ Project Management

✓ Design & Communications➢ Design➢ Marketing: Web Based, Social Media

✓ Social Media: Why Do I Need It?➢ Social Media Stats➢ Managing Effective Social Spaces➢ Your Role➢ The future of “Social”

✓ Q & A✓ Video (Destination Experiences)

Intro

✓ TRAVEL TRENDS➢ World travel and tourism grew faster than the global economy with a 4% rise in international

travel. Travel spending rose 6%. 4-5% growth is expected to continue throughout 2014. ➢ Airlines are merging: Customers are looking for ways to maximize their frequent flier

programs and other tangible benefits. ➢ Airlines have found all sorts of methods for adding fees- We can help families find the best

military deals.➢ Motorcoach (Bus), Train and Boat are becoming more and more popular ways to vacation.

They’re inexpensive, offer wi-fi and allow the guest to see more landscape.➢ China and Russia dominated as emergent destination travel locations. Europe and North

American continue to lead the way in popularity. ➢ North American tourists are taking longer vacations, averaging 6.9 nights and going more

often. Vacations are up 5%.

➢Source: Forbes and ITB World Travel Trend Report (Dec. 13)

Marketing✓ WHO is Pendleton Marketing, Business Operations?

➢ Strategic and creative communication solutions to target customers and generate business revenue. Whether its a single project or a full-service marketing campaign, an experienced team that connects you to your customers with powerful direct marketing support.

Clients Include: Headquarters Marine Corps, US Navy, MARSOC, Harley-Davidson, Grainger, HD-Supply, First Command, USAA, Ford, United Rentals, Sony, Anheuser-Busch, AT&T, Sprint, Pepsi, Coca-Cola, Gatorade, Hewlett Packard, MetLife, Northrop Grumman, Subway, Sodexo, T-Mobile, Verizon, Wells Fargo and many more!

✓ WHAT can Marketing do for you?➢ Our mission is to help our clients - YOU, meet business objectives through integration of

services that allow for seamless programming from one source➢ We assist Program Managers exceed sales objectives through innovative use of technology,

advertising, research, sales management, promotion & ROI✓ WHEN do I need Marketing?

➢ The moment you realize that you wish to communicate with your target market! Research & Development is critical and should be the first thing you do. Test your product or service prior to investing time, labor and money!

✓ WHERE can I find Marketing?➢ Most if not all installations have a Marketing Division, tap into their knowledge!

✓ HOW do I get started?➢ Schedule a meeting with your Marketing Department 45-60 days before your

event/promotion to begin promotional advertising and business/marketing planning.

Branding

✓ Customer knowledge is core to the success of any business or entity. Marketing utilizes effective marketing tools and processes➢ Strengths Weaknesses Opportunities Threats (S.W.O.T.) Analysis➢ Focus Groups➢ Performance Measures (ROI Results)➢ Surveys: Exit, Door-to-Door, Online➢ Customer Service Indexes (CSI)➢ Product Life Cycle (Five Stages)

• Development Stage: Brand/Product is the stage of design, research and production• Introduction Stage: Introduction into the market place. Advertising and Marketing campaigns

launched• Growth Stage: Brand builds following amongst customers. Cumulative marketing effects begin to

show. Brand loyalty expands. Advertising must highlight characteristics and value of the product• Maturity Stage: Market share has peaked. Growth slows. Brand influence at its height. Optimal

positioning• Decline Stage: Brand awareness high. Sales in decline. Weakening Competitiveness. Emergence of

new products

Optimum positioning is to always be in the Growth Stage

Branding➢ Marketing Strategies

• Performance based measures (ROI)• Advertising Plans• Marketing Plans• Demographic Profile/Assessments• Performance Measures• Tracking Statistics• Communication Plans

Business Planning

✓ Market Business Planning➢ Marketing Plans: Develop advertising and promotional plans on any scale applicable to your

business needs through a 3-step process• Concept

– Research and Development to determine validation if required– Discuss and secure approval for your programs prior to initiation through Marketing – prepare to discuss your

budget, target market, your product/service mix, any information that provides uniqueness of your product or service

• Initiation– Complete a Marketing Request Form or schedule an appointment with your Marketing Specialist if your project is

of complex nature. (Your installation may not use Marketing Request Forms, but you can download samples at mccsCP.com/marketingtraining

• Approval– Work with Marketing on review and approval of information and elements developed and then move to production

of approved items➢ Sample projects:

• Advertising– New / Existing Business Marketing Plans– Promotional materials to support a trip, vacation package, staycation, etc. – Banners– Brochures– Signage

• Marketing– Social Networking (Facebook, Twitter, You Tube, Viddler, Flickr, Google+)– Visuals

» Banners, posters, in-store signage (small and large formats)– Fliers

» The Marketing Department has branded templates that can be utilized by the client for fliers– Copywriting

» Web copy, Social Networking “speak”, all marketing support materials

Business Planning

✓ Market Business Planning➢ Public Affairs Office (PAO)

• Liaison– A great tool to help you promote special events, vacation packages, etc.

➢ Promotion– Cross-synergistic efforts that promote various MCCS/MWR Divisions together– Contests and giveaways (Ex: Facebook promotion to giveaway a cruise while building followers)

✓ Resources➢ Research

• Research Services: Many Marketing Divisions can support:• Developing and facilitating Focus Groups and Surveys to allow for fact finding, data collection and to

define market parameters for business. SWOT Analysis, online surveys. ➢ Websites

• Having a prominent well designed page is critical to the success of your business. At Camp Pendleton, ITT is consistently in the TOP 3 pages searched, almost 150,000 page views in the past 12 months!

➢ Electronic Marquee• If you have access to marquees or banners, USE THEM.

Business Planning

Design and Communication➢ Graphically Pleasing Design

• Design: A team of highly skilled professional graphic designers bringing all of your marketing needs to life through the illustration of graphics and skilled copywriting.

ITT/Latitudes Travel Pendleton Service - Loyalty - Consumer

➢ Growth • 30% of Camp Pendleton Leisure Travel is purchased by Retirees - why?? Customers are repeat, they

know military travel agents will take care of them!

➢ What makes us different than other travel agencies? • Personal Service to client, before, during and after vacation! • Price: Agents find the best pricing and advice - TRUST!• Loyalty: Money generated aboard the base supports Quality of Life Programs. Sell it!• We ONLY Serve Active Duty, Family Members, Retirees, Reservists and authorized civilian

employees• Discounts exclusive for military market • Exclusive military rates with Tour Operators• Amenity departures with cruise lines• Distribution Center for general information on points of interest in the local community• Vendors are partners• Profits generated by back to support Quality of Life Programs

➢ Measuring Success • Repeat travel clients• Feedback• Surveys after service• Sales Reports• Offer Incentives for next vacation for participation in Focus Groups

Project Management

✓ How it all comes together ➢ Some projects may have specifications that require a custom timeline. These special

instances are handled on a TBD basis • When possible we try to set project timelines based on advertising and/or marketing campaign start

dates in order to create awareness for all programs scheduled➢ During the design phase, the Marketing Specialist may have on-going dialogue with

designers, and may actually be recruited to assist in securing visuals or to discuss vision➢ Once an initial creative concept has been developed, the Marketing Specialist will review

with YOU, the client➢ Once creative concepts have been approved by the Client and the Marketing Specialist,

graphics is informed and begins the production phase➢ During the initiation phase and if there is a requirement for print production, a vendor will be

identified and contacted by the Marketing Specialist to obtain a competitive quote, provide a timeline and secure print time

Think of the Marketing Division as your full-fledged Advertising and Promotions Agency.

If you can think it, they can do it!

Social Media

✓ Why is it Important to You?➢ “Social Media Listeners and Talker” Resident communication experts that continually

engage the Camp Pendleton community on and off-base and spread new initiatives, programs and current information. MCCS “listens” to capture information that can be utilized for the betterment of the Camp Pendleton community. Actively answer any questions through Facebook in a timely manner

✓ SOCIAL STATS➢ Twitter – 271 Million Active Users / 500 Million Tweets A Day / 78% of Active Twitter Users

are on Mobile➢ Vine – 40 Million Users➢ Instagram – 200 Million Monthly Active Users / 20 Billion Photos Shared / 1.6 Billion Likes

Daily / 60 Million Average Photos Per Day➢ Facebook – 829 Million Active Daily Users / 654 Million Mobile Active Users / 1.32 Billion

Monthly Active Users / 1.07 Billion Mobile Monthly Active Users➢ YouTube Stats – 1 Billion Unique Users Each Month / 6 Billion Hours of Video Watched each

month – That’s almost an hour for every person on earth / 100 Hours of video are uploaded to YouTube every minute / According to Nielson, YouTube reaches more US adults ages 18-34 than any cable network.

➢ Snapchat – Roughly 26 Million Users – One of the fastest growing photo sharing / messaging apps.

Social Media ✓ MCCS Camp Pendleton Social Media Platforms?

➢ Retirees are fastest growing segment on social media sites➢ Retirees (65+) on social media have grown over 150% this year ➢ Affluent Retiress are the fastest growing segment on social media

✓ MCCS Camp Pendleton Social Media Platforms?➢ Facebook 60K Likes – 8th Largest in the Marine Corps / Largest MCCS Facebook Page➢ Twitter – 2,500 Followers➢ Flickr – Over 7.6M Photos Viewed➢ YouTube – 141 Subscribers / 123,890 Videos Viewed

✓ Social Media In Travel Marketing➢ More than 25% of Leisure Travelers Worldwide turn to social media for inspiration for the

travel planning including:• Hotels 23%• Vacation Activities 22%• Attraction 21%• Restaurants 17%

When it comes to social and travel, it’s about tips, travel advice and DEALS! Responding to customer mentions is VITAL in building brand trust and loyalty.

Social Media

• Google has lost 70% of it’s search traffic for hotels over the last seven years to platforms including Kayak, Trip Advisor, Expedia and Travelocity

• 85% of leisure travelers use their smartphone when abroad• TRUST – 92% of consumers trust word of mouth from friends and family above all other forms of

advertising.• 70% of global consumers say online reviews are the second most trusted form of advertising• 52% of Facebook users said their friends’ photos inspired their holiday choice and travel plans. • 76% of travelers post vacation photos to a social network

Source Information

✓ MCCS Marketing Plan✓ Social Media Scoop for Seniors ✓ Tony Koenderman – Brainstorm✓ Best Use of Social Media for Travel - Shorty Awards http://industry.shortyawards.

com/category/6th_annual/travel

✓ #MaxineTakesManhattan Campaign - Four Seasons http://www.forbes.com/sites/steveolenski/2014/02/07/the-impact-of-social-media-in-the-travel-marketing-industry)