CNIC FFR Marketing How to Market Navy Community Recreation OVERALL CLASSIFICATION: UNCLASSIFIED THIS PAGE: UNCLASSIFIED.

CNIC FFR Marketing

How to MarketNavy Community Recreation

OVERALL CLASSIFICATION: UNCLASSIFIEDTHIS PAGE: UNCLASSIFIED

Marketing Community Rec

• Introductions Steve Buckley, N94P, [email protected]

•N94 Marketing specialist/account manager

Leslie Gould, N922, [email protected] •Community Recreation manager

Robin Hillyer-Miles, N94P, [email protected] •N92 Marketing specialist/account manager

Patty Owens, N922, [email protected] •Community Recreation analyst

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CNIC > FFR > MWR > Community Recreation

mailto:[email protected]




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• Social media messaging and graphic design• Banners• Print products• Websites • Apps• Audiovisual products • Other

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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



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).

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Community Recreation

Command Picnics and

Events

Green Space

Special Events

Information

Tickets

Tours and Outings

Recreation Programming

Party and Picnic Equipment

Travel

Outdoor Recreation Equipment

Visiting Ships and Squadron

Support


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 on-base 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 off-

base. 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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Community

Recreation

LibertyLibrary

Efficiency and Standardization

Improved Programmin

g

Shared Resources

Shared Staff



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

Brief History of Community Rec


• 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)

Community Rec Standardization


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• 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.

What’s Marketing Got to Do with CR?


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• 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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• 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



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• 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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• 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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• 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



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• 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.



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• 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!



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

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www.navymwr.org/resources/marketing

The Navy Community Recreation Logo Usage Guide can be found at www.navymwr.org/resources/marketing.

Look under Community Recreation.

http://www.navymwr.org/resources/marketing

Community Recreation Logo How To

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www.navymwr.org/resources/marketing

The Navy Community Recreation brand logo has one basic design. No alteration of the logo is permitted.

Do this! Do not do this!

Community Recreation Flier Sample

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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.


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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

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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

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

UNCLASSIFIED

Thank you for your participation!

CNIC FFR Marketing How to Market Navy Community Recreation OVERALL CLASSIFICATION: UNCLASSIFIED THIS PAGE: UNCLASSIFIED.

Documents

civic community

community recreation

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mwr events

mwr facilities

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