Comprehensive Marketing Plan for Fort Hood Child, Youth and School Services - Youth Programs

A Comprehensive Marketing Plan for Fort Hood Child, Youth and

School Services – Youth Programs

Koy C. Grant

University of Denver University College

For

Master of Professional Studies

May 5, 2011

Lynn Kelly, Ph.D.

Capstone Advisor

Amy E. Kelsall, Ph.D.

Academic Director

Upon the Recommendation of the Department

James R. Davis, Ph.D.

Dean

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Table of Contents

Abstract…………………………………………………………………………………………………………iii

Introduction……………………………………………………………………………………………………1

Goals and Objectives…………………………………………………………………………………….2

Benefits……………………………………………………………………………………………………………2

Literature Review………………………………………………………………………………………….3

Design and Implementation……………………………………………………………………….9

Results……………………………………………………………………………………………………………10

Final Product: Two – Year Marketing Plan…………………………………………………….14

1.0 Executive Summary……………………………………………………………………..14

2.0 Company Description……………………………………………………………………16

3.0 Strategic Focus and Plan.…………………………………………………………….19

4.0 Situation Analysis…………………………………………………………………………20

5.0 Industry Analysis and Trends………………………………………………………21

6.0 Competitors………………………………………………………………………………….21

7.0 Customer Analysis……………………………………………………………………….22

8.0 Market-Product Focus………………………………………………………………….23

9.0 Internet Market Communication …………………………………………………29

10.0 Financial Data……………………………………………………………………………….33

11.0 Organization…………………………………………………………………………………33

12.0 Implementation Plan…………………………………………………………………….34

13.0 Evaluation and Control…………………………………………………………………34

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Discussion……………………………………………………………………………………………………35

Area for Further Research…………………………………………………………………………36

References…………………………………………………………………………………………………….38

Appendix A: Survey Questions…………………………………………………………………41

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Abstract

This capstone project researches the necessary aspects required for the

development of a comprehensive marketing plan for Fort Hood CYS

Services-Youth Programs. Fort Hood CYS Services-Youth Programs is

positioned as one of the Army‟s top programs. However, the organization‟s

need to increase program patronage and the diversification of resources

supports the importance of a comprehensive marketing plan. The project

presents current research and trends in youth programs, as well as trends in

youth marketing to demonstrate the necessity of a comprehensive

marketing plan and presents a comprehensive marketing plan.

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Introduction

Fort Hood Child, Youth and School (CYS) Services offers programs for

infants to teens, six weeks to eighteen years of age to the population of the

Fort Hood metropolitan area. The organization includes child development

centers, school age care services, outreach programs, and youth programs.

Historically, marketing and promotion of youth programs has taken a back

burner to promotion of the child development and school age care services.

In recent years, however, both the Army and the Fort Hood community have

taken an active role in increasing awareness of CYS Services-Youth

Programs.

Youth programs encompass a variety of service areas to include:

sports, fitness and health; life skills, citizenship and leadership

opportunities; arts, recreation and leisure activities; and academic support,

mentoring, and intervention services. Each aspect of CYS Services Fort

Hood-Youth Programs has been recognized by the Army and nationwide for

its specialized, award-winning programs. However, external marketing of

youth programs is limited and has resulted in a lack of program utilization.

Maximizing program participation and utilization is important to the

future of Fort Hood CYS Services-Youth Programs. As a government funded

program, Fort Hood CYS Services-Youth Programs could see a loss in funding

if we do not meet our goal of increasing youth patronage. Fort Hood CYS

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Services-Youth Programs require a comprehensive marketing plan to

increase the visibility and awareness of its youth programs and services.

Goals and Objectives

The goal of this project is to establish a comprehensive marketing plan

for Fort Hood CYS Services- Youth Programs. This marketing plan will

provide an opportunity to not only attract more patrons to our existing youth

programs, but will also establish the marketing initiatives for the addition of

new youth programs.

Accordingly, the success of this project will serve as a model for

developing a larger marketing plan for the entire Fort Hood CYS Services

organization, a division of Family and Morale, Welfare and Recreation

(MWR). This plan will be the result of information gathered from the

research on the organization, its target markets, trends throughout youth

programs, and the SWOT (strength, weakness, opportunities, and threats)

analysis.

The objective of this research project is to establish a two-year

marketing plan, to increase of program awareness and utilization, as well as

to promote of the addition of a new youth center.

Benefits

Establishing a comprehensive marketing plan for CYS Services-Youth

Programs is beneficial for the organization because it will allow for a more

focused direction for all marketing efforts. Program managers will be able to

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have a clear understanding of the overall marketing goal for their programs,

have the opportunity to combine resources to market and promote programs

to cut down on costs, and have a specific and measureable benchmark for

comparing the expansion of their programs. CYS Services, as a whole, will

benefit from this marketing plan because it will be a benchmark for a larger,

more comprehensive plan for the entire organization.

Literature Review

Defining CYS Service - Youth Programs and Target Market

The Fort Hood community is comprised of a diverse population –

approximately 350,000 service members, family members, and civilian

employees (Fort Hood Press Center) live, work, and play on or near the Fort

Hood reservation. This population requires a variety of support services, to

include after-school and extracurricular options for their youth. Due to the

size of the Fort Hood military post, the local community is heavily

concentrated with military personnel and their family members. The Fort

Hood-Killeen youth military population, sixth -twelfth graders, includes

approximately 8,000 youth. Subsequently, the military population of Fort

Hood-Killeen Independent School District makes up almost 50 percent of the

students in attendance (Killeen ISD military enrollment report by Campus

dated April 1, 2011).

It is designated that each CYS Services-Youth Program across the

army must serve at least 35 percent of its community‟s youth population. To

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serve the youth of the Killeen-Fort Hood and surrounding area, Fort Hood

CYS Services – Youth Programs has three youth centers with a fourth center

to open in Spring 2012: HIRED!- an apprenticeship and workforce

preparation program; Youth, Sports and Fitness program; and the edge

Program – after-school, extracurricular experiences. All of these programs

offer services and activities that embody the four service areas of all CYS

Services programs. Each CYS Services program is designed to “ensure that

the physical, cognitive, social, and emotional needs of youth are addressed,

and predictable” (My Army One Source).

Due to the size of Fort Hood, youth centers are strategically placed

throughout the installation in each major community housing area. These

youth centers are more than hangout areas and offer services such as:

youth technology labs, school transition services, summer programs,

Operation: Military Kids, CHARACTER COUNTS!, Boys & Girls Clubs of

America programming, Sports and Fitness options, 4-H activities, and

leadership clubs such as Keystone and Torch Club (My Army One Source).

In recent years, Fort Hood has seen an expansion of it‟s on and off

posting housing areas, as a result of an increase of its soldier population.

Major housing construction was completed over the past five years across

Fort Hood, especially for junior enlisted non-commissioned officers (E4-E6)

(Fort Hood Family Housing).

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It was found that in certain housing areas, youth did not have easy

access to their community‟s youth center. It was also determined that it was

necessary for a fourth youth center to be built on West Fort Hood, to serve

the youth on West Fort Hood and in the Montague housing area. The

construction of this youth center is a part of a major push across the Army

to update CYS Services facilities and increase the quality of programs

available to military children and youth. Youth were offered the opportunity

to give input on the types of programs and activities they would want to see

in the new youth centers.

“On post, the focus on teen support is growing, in part, thanks to teen involvement. „Army teens have played an active role in

helping to design our youth centers,‟ said Hinson. „We want to give them what they will use, and based on their input, we have

developed demonstration kitchens where they can learn to cook, video gaming areas, climbing walls and unique art areas,‟ said

Hinson. „We even have sound mixing booths where students can create their own music (My Army One Source).

Army Youth Programs are an integral program in the Army‟s system of

services. The programs allow the service members to complete their

missions with the comfort that CYS Services is providing a safe and

nurturing setting for their child/youth. “Army Youth Programs enhance

Army military readiness by reducing the conflict between Soldiers‟ parental

responsibilities and their on-the-job mission requirements. The programs for

youth help reduce stress on Families, minimize Soldier and spouse lost

duty/work time, play a role in influencing Soldier and Family decisions to

remain in the Army…”(Army Posture Report 2009).

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Understanding the importance of Youth Programs

After-school hours are considered a high-risk time of the day for

youth. Subsequently, “…After-school hours are the peak time for juvenile

crime and experimentation with drugs, alcohol, cigarettes, and sex” (After-

school All-Stars). Offering activities that capture youth interest and keep

them engaged can significantly decrease this risk factor. Youth that

participate in after-school programs have not only been found to stay out of

trouble, but have experienced a remarkable impact in other aspects of their

lives. According to a study by the After-school Alliance, quality after-school

programs improved school attendance, engagement in learning, test scores,

and grades (After-school All-Stars). After-school programs have also been

found to foster positive peer-to-peer relationships, mentorship, and

increased leadership and character development in youth.

4-H, the nation‟s largest youth development organization, established

a study on positive youth development in 2002 (4-H). The study, conducted

by Dr. Richard Lerner and a team at the Institute for Applied Research in

Youth Development at Tufts University, found that when compared to other

youth, young people involved in 4-H have higher educational achievement

and motivation for future education and are more civically active and make

more civic contributions to their communities (4-H). The 4-H Study of

Positive Youth Development to date has surveyed 6400 youth from a variety

backgrounds, socio-economic statuses, races, and genders. It was found

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that no matter the youth‟s background they excelled due to their

health/safety education and experiences received through 4-H programming

(4-H). Youth participation in caring, structured, and safe environments

correlates to success later on in life.

The impact of youth programs not only impacts the youth involved in

the programs, but also has a great influence on the staff and mentors that

lead the programs. “…involving youth in responsible, challenging action that

meets genuine needs, with the opportunity for planning, and/or decision

making affecting others… There is mutuality in teaching and learning

(between youth and adults) where each age group itself is a resource for the

other and offers what it uniquely can provide” (Shep Zeldin et al. 2000, 1).

Youth programs can successfully impact the interaction and leadership skills

of the staff members, as well. Staff members have the ability to be mentors

to the youth and the youth have the ability to give insight into needs and

wants of their peer group.

Marketing to teens

Attracting teens to participate in after-school programs can be a

daunting task. Programs have to be dynamic enough to draw the youth in

and interesting enough to keep them in the program. Youth must be treated

like any other demographic of the population and should be marketed to

accordingly.

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Today‟s youth are considered to be Generation Y (or Gen Y), those

individuals born between 1978 and 2000. They are defined in significantly

different terms than previous generations. “Gen Y is diverse, adaptive, and

confident” (Yarrow and O‟donnell 2009, 2). This generation is establishing

and defining trends, heavily uses technology - especially social media - and

want their opinion to be heard and acted upon (Yarrow and O‟donnell 2009,

7). To attract teens to participate in youth programs, the teens have to be

able to identify with the programs and find value in them. In marketing

terms, this means that there must be buy-in for youth. Programs should

find a way to incorporate their brands into the teen‟s everyday interests to

produce positive results in brand awareness (Gaebler 2011). Brand

awareness for youth programs can translate into program participation.

Recruitment and Retention in Youth Programs suggests the following tactics

to increase awareness and enrollment in youth programs: give youth a

voice, design programs with youth input, create a safe environment, offer

incentives, promote the programs, get their family involved, and hire

relatable staff (Gillard and Witt 2008, 181-185). To successfully engage

teens, they must feel ownership in the program or service. They must also

feel a since of belonging and identify with others in the program – other

youth, staff, or both (Gillard and Witt 2008, 180).

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Design and Implementation

Attracting middle school youth and teenagers to participate in

extracurricular programs and special events can be an intimidating feat.

Unlike, infants, toddlers, or even elementary-age children, teenagers do not

require babysitters or childcare. Teens have the option to decide how they

choose to spend their free time and attracting them to participate can be a

bit of a challenge.

Gauging the youth‟s interest to figure out how they find out about

programs, what draws them to the program and which programs they are

interested in are all important aspects that impact how to market to the

teens. Therefore, market analysis was the first phase of the marketing plan.

The market analysis was multi-phased and included both primary and

secondary research. The primary research included a survey of eligible youth

programs patrons, sixth through twelfth grade; the secondary research

included information from similar programs like the Boys and Girls Club of

America and 4-H, as well as data from teen Army teen panels conducted

through CYS Services-Youth Programs.

A short survey was designed through the Survey Monkey Web site. To

maximize respondent participation, the survey was limited to five questions.

Accordingly, when developing questions location, program usage, program

attendance hurdles, and preferred methods of marketing reception were the

focus. The target audience of the survey was military youth eleven to

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eighteen years old or sixth through twelfth grade. Due to the time and

budget limitations of the organization, the youth were contacted at a CYS

Services special event by teen representatives and during partnership

programs with the Boys of Girls Club of Central Texas.

The purpose of the survey was to determine the level of participation

in youth programs; specifically, in which programs the youth participate,

how they find out about the programs, and what may limit them from

participating. The questions were multiple choice. However, there was a

section on each survey which allowed patrons to fill in additional information.

The subject pool was surveyed over several days by CYS Services

employees. Participants were asked to take the survey and completed it

voluntarily. The surveys were filled out by hand by each participant and later

entered into a template on the Survey Monkey web site.

Results

Results from ninety-three surveys were analyzed in order to determine

CYS Services market opportunities. Respondents were surveyed at CYS

Services-Youth Program facilities and during Boys and Girls Club Central

Texas after-school programs. The data was collected and processed between

March 16, 2011 and April 15, 2011. The sample size was determined based

upon the minimum number of patrons that CYS Services –Youth Programs

must serve -2800, with a confidence level of ninety-five percent with a

confidence interval of ten.

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At the completion of the survey, all responses were separated by

question and graphed for analysis and greater understanding. Figures 1-5

illustrate the results from the survey. The majority of the youth surveyed

showed 83.3 percent live in the Fort Hood/Killeen community followed by the

communities of Harker Heights and Copperas Cove.

Figure 1. Respondents by community location

The participants‟ ages were most heavily concentrated in the range of

eleven to sixteen year olds. The respondents were almost split down the

middle between eleven to thirteen year olds at 47.7 percent and fourteen to

sixteen year olds at 46.5 percent. The least represented age group was the

seventeen to nineteen year old group at 7 percent.

Geographic Location of Youth Participants

Killeen/Fort Hood

Copperas Cove

Harker Heights

Nolanville

Belton

Other

Temple

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Figure 2. Age of survey respondents

Figure 3. Number of participants by program

The majority of youth respondents, 79.1 percent, attend at least one

of the youth centers. Surprisingly, the second most participated program

was The edge Program with 17.4 percent. Considering that The edge

Program is a fairly new program, less than two years old, demonstrates that

the youth are somewhat aware of the programs that are available. CYS

Services special events were a close third place with 12.8 percent of

respondents participating in a special event program.

0 10 20 30 40 50

11-13 Years Old

14-16 Years Old

17-19 Years Old

Other

Number of Participants by Age Group

Number of Participants

0

20

40

60

80

Number of Participants by Program

Number of Participants byProgram

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Figure 4. Reasons respondents do not use CYS Services-Youth Programs

Subsequently, although most youth respondents answered that they

participated in at least one of the youth programs, almost half of them –

42.7 percent answered that they were not aware of youth activities/events

and that is why they did not use CYS Services-Youth Programs. It can be

concluded that CYS Services-Youth Programs is not doing a very good job

with internal promotion within its programs.

Figure 5. How respondents receive information about CYS Services –

Youth Programs

Reasons respondents do NOT use CYS Services-Youth Programs

Location of Program

Proximity to home or school

Not aware of programs available

Participate in a program off post

Cost

Transportation

Other

0

20

40

How Respondents Receive Information about CYS Services-Youth Programs

How Respondents ReceiveInformation about CYSServices Youth Programs

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Word of mouth, flyers, and Facebook were the top answers to how

respondents receive information about CYS Services-Youth Programs, as

shown in Figure 5. Other written in responses included friends and school.

Overall, it can be determined that staff-to-peer interaction and peer-to-peer

interaction are the most effective ways to reach the target audience.

Final Product: Two-Year Marketing Plan

The research project will conclude with a marketing plan specifically

for Fort Hood CYS Services -Youth Programs, a branch of Fort Hood CYS

Services. The marketing plan will include strategies for reaching the target

demographic, maximizing community partnerships, implementing social

network marketing and boosting program usage.

1.0 Executive Summary

Fort Hood CYS Services – Youth Programs, a branch of Fort Hood CYS

Services includes:

Three youth centers – Bronco, High Chaparral and Comanche, each

located in different Fort Hood housing areas

Academic Expansion - an after-school, outreach program in middle

and high schools that offers academic enrichment activities and

extracurricular programs

The Youth Sports and Fitness program

The edge - an after-school extracurricular program

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HIRED! - workforce preparation and apprenticeship program for teens

15-18 years of age

Each program is assigned a predetermined number of youth patrons to

serve (spaces), based upon the population of the community. Funding for

these programs is tied directly to the number of spaces assigned to the

programs. Each youth space is funded at approximately $1700 per space.

As one of the largest military installations in the Army, Fort Hood‟s - Youth

Programs serve one of the largest youth populations in the Army and

therefore is funded for one of the largest space counts in the Army. Unlike

traditional business models, Fort Hood-Youth Programs do not have to make

a profit. However, they must maintain space count levels and break even.

Programs that do not meet their space count levels risk the loss of funding.

Loss of funding can directly impact staffing, program planning and

implementation, and facility maintenance. In recent months, certain aspects

of CYS Services-Youth Programs have seen a dip in the daily enrollment of

their programs. This dip is like a domino effect, in that the loss of patrons

equates to loss in dollars. The loss in dollars impacts the entire branch‟s

bottom line.

As funding becomes tight in government programs, there has been a

push to conserve resources, cut spending and increase partnership efforts

while still offering high-quality programs. To maintain existing funding levels

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and maximize resources, Fort Hood CYS Services - Youth Programs must

increase community awareness and youth participation in its programs.

This plan proposes to quickly and effectively increase community

awareness through cross-promotion with Fort Hood Family and MWR

programs, Fort Hood post-wide programs, and local independent school

districts -Killeen and Copperas Cove ISD.

2.0 Company Description

Fort Hood CYS Services-Youth Programs a branch of CYS Services, a

division of Family and MWR, is recognized by both the Department of the

Army and the Boys and Girls Club of America as operating a model youth

program. CYS Services-Youth Programs is comprised of the following:

High Chaparral Youth Center

Bronco Youth Center

Comanche Youth Center

Montague Youth Center (Currently under construction, opening

date is Spring 2012)

Youth Sports and Fitness (YSF) Programs

The HIRED! Program

The edge Program

The Youth Administrator has oversight for all youth programs, which

includes all facilities, their budgets, and the employees of each facility and

program. However, each program and facility has a manager who is

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responsible for the day-to-day operation of the programs. In the youth

centers, for example there is a facility manager, assistance director,

administrative assistant, and child and youth program assistants (CYPAs).

Each youth center is responsible for developing their own activities and

events based upon the four service areas of youth programming: sports,

fitness & health options; life skills, citizenship and leadership opportunities;

arts, recreation and leisure activities; academic support, mentoring, and

intervention services. Youth centers operate Monday through Saturday, noon

until 8 pm. Youth center facilities include youth technology labs, homework

rooms, gymnasiums, middle school and teen gaming rooms, arts and crafts

rooms and kitchens for snack and cooking projects.

The Youth Sports and Fitness (YSF) Program is managed by the Sports

Director with support from two sports specialists, an administrative

assistant, and volunteer coaches. The YSF program is responsible for

providing traditional and non-traditional sports, games, and activities that

incorporate sportsmanship, team building, goal setting, and self-discipline

(My Army One Source). Programs are offered for children to youth, three

years to 18 years of age. Activities include: team sports, individual sports,

fitness and health options, and outreach to CYS Services and private sector

organizations (My Army One Source).

The edge and the HIRED! programs fall under a fairly-new initiative in

CYS Services called Venturepoint. Overall oversight for both programs is the

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responsibility of the MWR Partnership Specialist. However both programs‟

target audiences are middle school youth and high school teens and

therefore will be considered a part of CYS Services-Youth Programs. The

MWR Partnership Specialists‟ responsibilities include the programs‟ budget,

record tracking, reporting tool management, and day-to-day operations of

the EDGE! Program. EDGE! Programs are conducted Monday through Friday,

during out-of-school hours. Activities are developed in partnership with

various Family and MWR programs in facilities on Fort Hood under the

concentration of life, art, fit, and adventure. Programs are offered free of

charge to youth seventh-twelfth grade and a nominal fee for sixth grade

youth. The edge programs are offered from a youth center host site. The

participants arrive at the youth center are offered snack and then

transported to a Family and MWR partner site for the activity.

The HIRED! Program, which is run by the Workforce Prep Specialist, is

an apprenticeship program for youth participants fifteen to eighteen years of

age. The HIRED! Program consists of four 12-week terms annually.

Participants are allowed to participate in two terms per calendar year, for a

maximum of three years. During each term apprentices work 15 hours in a

seven-day period while participating in HIRED! workforce preparation and

secondary education exploration workshops. Youth participants work in

various Fort Hood Family and MWR sites located across Fort Hood. At the

completion of the program, the youth are eligible to receive a stipend award.

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For every two successfully completed terms the youth receive an increase in

the stipend award amount (Hoodmwr.com).

Program Current Spaces Assigned Spaces

High Chaparral Youth Center 140 140 Bronco Youth Center 165 Comanche Youth Center 155 155 The edge Program 188 300 The HIRED! Program 22 100

Montague Youth Center n/a 150 Academic Expansion/Outreach 150 150

Youth Sports & Fitness Center

Total 820 995

Table 2. Programs divided by assigned space count

3.0 Strategic Focus and Plan

This section covers two aspects of the organization‟s strategy that

influences the marketing plan, including: (1) the mission/vision and (2)

goals.

3.1 Mission/Vision

The mission of Fort Hood CYS Services-Youth Programs is to provide

quality care and programs for service members and their counterparts

whenever they need it, wherever they need it.

3.2 Goals

Fort Hood CYS Services – Youth Programs seeks to reach the following goals

over the next two years:

1. To establish the image of Fort Hood Youth Programs as the best after-

school option for youth patrons and their parents.

2. Increase awareness of all youth programs in the Fort Hood community

by 25 percent by the end of fiscal year 2011.

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3. Increase the number of regular-use youth patrons by 25 percent for

each youth program by March 2012.

4. Maintain 100 percent regular-use patronage in all youth patrons

(based upon space count) by December 2012.

5. Establish awareness of the addition of the Montague Youth Center by

December 2011.

6. Kick off the opening of the Montague Youth Center with at least 50

percent participation by March 2012.

4.0 Situation Analysis

The situation analysis outlines the current SWOT (strengths, weaknesses,

opportunities, and threats) analysis. Following the SWOT analysis is an in-

depth look at the industry of youth programs, the local competitors and the

target audience.

Internal Factors Strengths Weaknesses Management -Variety of program

experience; knowledgeable with related education

Generational differences – divided between managers that have worked for more than 20 years vs. managers that have worked five years

or less

Marketing Strong brand confidence from customers

Programs lack brand awareness and limited external marketing

Staffing Energetic and creative staff Require a lot of motivation

and mentoring; high turnover rate

Organization Leadership Supportive and open to new ideas

Somewhat disconnected from the floor employees

External Factors Opportunities Threats Customers Programs designed

specifically for military youth Limited access to Fort Hood, limited transportation, not aware of programs

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Competitors Quality products and services, top of line programs, greater resources

More accessible to youth in the Killeen community, more convenient for parents

that do not want to travel on Fort Hood

Army Policy Provides consistency, sets the standard

Becomes an obstacle in certain instances when trying to implement new

activities/events

Community Partnerships Reach a broader market of youth; cross promote activities and events

Additional layers of approval; additional costs associated in some cases

5.0 Industry Analysis and Trends

Across all major youth programs in the United States – Boys and Girls

Club of America, 4-H,YMCA, etc. youth empowerment and leadership has

been a major trend in the success of youth participants and their continued

attendance in extracurricular programs. “Youth should be connected to

resources that provide them with opportunities and support to help them

reach these goals. These opportunities should encourage youth to play

meaningful leadership roles and contribute their talents” (ACT for Youth

Center of Excellence). Teen participants should have an active role in the

development of their club‟s programs and services. This not only develops

an investment for the youth, but also builds character and leadership

development skills.

6.0 Competitors

Fort Hood CYS Services-Youth Programs has a unique position in that

its competitors are also considered its partners. The two major competing

organizations in the local community – the Boys and Girls Club of Central

Texas and the YMCA Armed Forces each receive funding from the

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Department of the Army to offer programming for military children/youth.

Accordingly, CYS Services-Youth Programs also work with these

organizations in after-school programs to facilitate programs for middle

youth and high school teens. Beyond these partnerships CYS Services-Youth

Programs is still responsible for running full programs in its own facilities and

programs. Fort Hood CYS Services-Youth Programs sometimes struggles

with the ability to promote its own programs, while balancing partnership

efforts.

7.0 Customer Analysis

Fort Hood CYS Services has both internal and external customers that

must be addressed in order for the programs to be successful. The internal

customers are the program managers, staff members, and frontline

administrative staff that interact with the external customer every day. The

external customers are military youth and their families, schools

administrators and their staff, family readiness groups and support staff, and

other Family and MWR programs throughout the installation.

The target audience of Fort Hood CYS Services-Youth Programs is all

military youth in sixth through twelfth grade in the Killeen-Fort Hood

community. These individuals are the potential patrons that are eligible to

participate in CYS Services-Youth Programs. For the purpose of this

marketing plan, a military youth is defined as a youth of an active duty,

retired or National Guard service member and/or Department of Defense

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(DoD) civilian employee (hoodmwr.com). The organization will also focus on

parents of these youth. School administrators, teachers, family readiness

and support groups, as well as Family and MWR programs will also be a

focus. Each of these individuals have regular interaction with military youth

and their parents and can assist with the promotion of programs.

The primary customer of CYS Services-Youth Programs is military

youth. However, before CYS Services-Youth Programs can reach its

audience, the facility managers, employees, and frontline staff must first

understand the organization‟s message and have the ability to educate its

audience on that message. Accordingly, school officials, teachers, family

readiness and support groups, and Family and MWR facilities are an integral

part of the promotion of the programs. They must be properly educated

about the programs because they have regular interaction with the target

customer and their families.

8.0 Market-Product Focus

This section describes the two-year marketing objectives, tactics and

strategies for CYS Services-Youth Programs, points of difference, positioning

of the products, and the marketing program.

8.1 Market and Product Objectives

Fort Hood CYS Services-Youth Programs is focused on maximizing on

its reputation of offering quality programs, while utilizing its community

partnerships within the schools, Family and MWR programs, and family

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readiness groups to increase brand awareness. Accordingly, CYS Services is

focused on maintaining current customer relationships, while building new

customer relations.

First Objective:

Increase regular-use club member‟s attendance by 25 percent by March 1,

2012.

Target Audience(s):

Regular-use club members and their parents

Strategy: Promote the positive aspects of daily participation in youth

programs through various incentive-based programs to increase

participation.

Tactics:

1. Design an attendance incentive punch/stamp card to be distributed at

each youth center, outreach program and school-based program.

Youth receive a punch/stamp for each youth program activity or

volunteer service project that they are participants. Youth that receive

20 punches, can redeem the card for a slot on a field trip or

participation in a special event.

2. Establish training for managers, CYPAs, and front line staff to deploy

the attendance incentive program. Educate staff members on eligibility

requirements, redemption time frame and stamp/punch process.

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3. Advertise the attendance incentive program with posters detailing the

program in each youth center facility, Family and MWR site and school

partner sites. Collect responses from youth on how they heard about

the program to be used in future marketing/promotion efforts.

4. Design a flyer to be distributed at each youth center facility, Family

and MWR site and school partner site. Develop an e-flyer for the

official CYSS Teen Facebook page and youth programs Web page on

the www.hoodmwr.com Web site. The program will be included as a

part of the new member orientation when youth visit youth

programs/facilities.

Second Objective:

Increase the target population‟s awareness of the programs and services

available through Fort Hood CYS Services for middle and high school youth

by 25 percent by December 1, 2011.

Strategy: Get involved in the community to promote the positive aspects of

youth programs through special interest groups and the development of

special events.

Target Audience(s):

Population of Fort Hood and surrounding military population – to include

soldiers and their family members, civilian government employees,

educators and the Army chain of command

Tactics:

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1. Develop a brochure about all Fort Hood Youth Programs – youth

centers, HIRED!, EDGE!, sports and fitness activities and Teen Taxi.

Distribute the brochure at school open houses, Parent/Teacher

organization meetings and family readiness group meetings that have

a high population of middle and high school youth.

2. Place ads in local papers, on-post magazine and pay per click ads

on Facebook regarding the availability of Fort Hood Youth Programs.

Ads will focus on the availability, affordability and flexibility of

programs. Link the official CYSS Teens Facebook page to the youth

programs page on the hoodmwr.com Web page.

3. Host a quarterly open house at each youth center to highlight the

incentives of participating in Fort Hood CYS Services - Youth Programs.

Cross promote the open houses with school partner programs and Fort

Hood Family and MWR facilities.

Third Objective:

Maintain 100 percent regular-use patronage in all youth patrons (based upon

space count) by December 2012.

Strategy: Use current membership and partnerships to promote the value

of youth programs.

Target Audience(s):

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Population of Fort Hood and surrounding military population – to include

soldiers and their family members, civilian government employees,

educators and chain of command

Tactics:

1. Partner with Killeen ISD schools to incorporate CYS Services

registration information with their new school year registration

information. Station staff members at school registration during

Summer 2011 and enroll and sign up youth on the spot.

2. Conduct bring a friend incentive programs. Allow regular-use

members to receive additional punch/stamps as a part of the club

attendance program for bringing in and registering new friends into

the youth program.

3. Host a quarterly open house at each youth center to highlight the

incentives of participating in Fort Hood CYS Services - Youth

Programs. Cross promote the open houses with school partner

programs and Fort Hood Family and MWR facilities.

Fourth Objective:

Establish awareness of the addition of the Montague Youth Center by

December 2011.

Strategy: Use community partnerships with Killeen ISD, Copperas Cove ISD

and Fort Hood Family Housing to promote the opening of the new youth

center.

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Target Audience(s):

Population of Fort Hood and surrounding military population – to include

soldiers and their family members, civilian government employees,

educators, Army chain of command, and Fort Hood Family Housing

Tactics:

1. Partner with Killeen ISD schools to distribute information about the

opening of the new youth facility in school and during

parent/teacher organization meetings.

2. Attend Fort Hood Family Housing meetings to discuss the addition

of the new youth center to the Montague housing community.

Partner with the community mayor to develop monthly housing

events to be hosted at the new youth center.

3. Coordinate with the marketing and advertising department to

develop stories in the Hood Happenings Magazine, Fort Hood

Sentinel, Killeen Daily Herald and Fort Hood Herald to discuss the

opening of the new facility, as well television coverage on the Fort

Hood and community news programs.

4. Coordinate a grand opening and invite community partners and

officials from the Killeen-Fort Hood community.

Fifth Objective:

Kick off opening of the Montague Youth Center with at least 50 percent

participation by March 2012.

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Strategy: Use community partnerships and social networking opportunities

to promote the value of youth programs

Target Audience(s):

Population of Fort Hood and surrounding military population – to include

soldiers and their family members, civilian government employees,

educators and Army chain of command and Fort Hood Housing

Tactics:

1. Partner with Killeen ISD schools to distribute information about the

opening of the new youth facility in school and during

parent/teacher organization meetings. Offer field trips to the youth

centers for tours and demonstrations.

2. Conduct bring a friend incentive programs. Allow regular-use

members to receive additional stamps as a part of the club

attendance program for bringing in and registering new friends into

the youth program.

3. Host a series of weekly theme nights and open houses in

partnership with the local community. Offer on-site registration and

have youth ambassadors on site to offer peer-to-peer tours of the

facilities and demonstrations.

9.0 Internet Marketing Communication (IMC) Program

Internet Marketing Communication (IMC) will be an integral aspect of

the marketing/promotion plan of CYS Services-Youth Program. Currently,

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CYS Services has webpages on the hoodmwr.com Web site, the web site of

Fort Hood Family and MWR programs, which includes information on all

youth programs. However, the webpages are bland, have little information

on them and do not include information about the day-to-day operations of

CYS Services-Youth Programs.

In drawing new patrons and maintaining existing patrons to youth

programs, it is necessary to have updated web pages that are both visually

appealing and concise. Table 2 and table 3 display the positive attributes of

CYS Services-Youth Programs current IMC plan, as well as an overview of

proposed IMC updates.

Table 2. Current IMC Strategies

Product Price Placement Promotion

• Each program has its own web page

• Contact information is available for patron‟s reference

• Some external

links available to partner programs

• Fee schedule available online

• Competitive rates and multiple child discounts available

• Online payment and registration

available

• Use of social network sites

• External links on partner sites

• Inclusion on main hoodmwr.com website for major

events and marketing pushes

• E-mail blasts about services and programs

• Social networking sites

• SMS Marketing • Event highlights

on main hoodmwr.com page

Product Price Placement Promotion

• Incorporate more media into the CYS

Services web page, i.e. photos, video tours

• Highlight the deployment discounts and

other incentives that are available

• Better educate patrons on the

• External links on all Fort Hood related pages

• Cross promotion by partner programs

• Multiple search

• Pay-per-click advertising

• Incentive

based web contests

• E-newsletter sent to

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Table 3. Proposed IMC Strategies

9.1 IMC Objectives, Strategies and Tactics

Objective I: Revamp the CYS Services- Youth Programs webpage to

provide ease and utility for CYS Services patrons.

Strategies:

A. Update web content with current program and facility information and

maintain a consistent schedule for updates.

B. Freshen web design to be more visually appealing and incorporate photos

and videos.

Tactics:

i. Coordinate with the Marketing and Advertising Department to develop new

content for the CYS Services page.

ii. Establish a schedule for providing media

Objective II: Increase patron traffic and usage of site by 25 percent by the

end of FY 11.

Strategies:

• Provide online reference of daily activities, upcoming

events and programs

• Include customer testimonials

• Provide links to articles, blogs,

etc. on related topics

upcoming online registration and payment process

• Incorporate

price/value comparison of CYS Services versus competitors

domain names that route to the CYS Services webpage

clients and available on website

• web-based

articles • Peer-to-peer

word of mouth

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A. Expand web content to include topic-related information, include article

links, event photos and videos.

B. Establish a link to web-based program registration-webtrac.

C. Develop pay per click ads.

Tactics:

i. Research articles/programs of interest to patrons and establish external

links.

ii. Coordinate the marketing of webtrac (online registration/sign up) to

patrons.

iii. Coordinate with the marketing and advertising department to develop

pay per click ads.

Objective III: Integrate existing social networking sites into CYS Services

webpages.

Strategies:

A. Increase Facebook followers by up to 10 percent each quarter.

B. Increase Twitter followers by up to 10 percent each quarter.

Tactics:

i. Announce special events and contests on Facebook and twitter.

ii. Incorporate links to relevant information, such as scholarship

opportunities, career fairs, programs, etc. on Facebook and Twitter site.

iii. Establish external link between CYS Services page and social network

sites.

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Bottom line, CYS Services-Youth Programs has an excellent foundation

to build a better IMC plan. The main areas of concentration will be on

incorporating character and a fluid design throughout the all Fort Hood CYS

Services-Youth Programs webpages. The information and imagery reflects

the Fort Hood CYS Services facilities and programs. There should be a

tracking system incorporated to monitor customer traffic on the webpage,

and direct links should be established between the webpage and the social

networking sites.

10.0 Financial Data

The majority of the marketing for CYS Services – Youth Programs will

be handled internally by the Family and MWR Marketing and Advertising

team. There are, however, several costs that will be incurred as a part of

the marketing plan. Outlined below are the projected costs associated with

the marketing plan.

Item Expense

Advertising campaign collateral, i.e. posters,

flyers, brochures

$2500

Pay per click, online and paper ads $1500

Supplies for theme nights and open houses $2000

Promotional Items $1500

Total 7500

Table 4. Marketing plan cost projections

11.0 Organization

CYS Services – Youth Programs is a combination of program/facility

managers and CYPAs. In order for the marketing program to be successful,

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implementation is going to have to occur at the lowest levels. Staff members

must be well-versed on each youth program and the incentives of being an

active participant. The staff will also be responsible for training the youth

ambassadors. The marketing department will handle the development of the

marketing materials to include the flyers, brochures, posters, ads and Web

design. The Youth Programs managers and staff will be responsible for the

deployment and dissemination of the marketing materials.

Figure 6. CYS Services-Youth Programs Organization chart

12.0 Implementation Plan

CYS Services-Youth Programs has a difficult, but manageable task in

reaching the diverse youth population of the Fort Hood-Killeen community.

The key to reaching the target audience is to use the many partnership

opportunities available within the community, combined with program

branding and social media usage. The organization plans to partner with the

local independent school district, Fort Hood housing communities and

regular-use youth to increase the visibility and usage of its programs. Word

of mouth, peer-to-peer and incentive-based marketing will be major aspects

of the CYS Services-Youth Programs marketing plan.

MWR Partnership

Specialist

Youth Administrator

High Chaparral Youth Center

Manager

Staff

Bronco Youth Center Manager

Staff

Comanche Youth Center Manager

Staff

Montague Youth Center Manager

Staff

Youth Sports & Fitness Director

Staff

Youth Workforce Prep Specialist

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13.0 Evaluation and Control

Benchmark measurements will begin once the marketing plan has

been fully implemented. Each program will be responsible to report monthly

attendance records, to include how many incentive cards were distributed

and how many had been redeemed. This measurement will be compared

with each program‟s starting attendance and compared each year for two

years. Throughout the process adjustments will be made when necessary to

the marketing plan.

The social media marketing will be monitored on a weekly basis.

Content usage will be measured and adjusted based upon participants‟

interest levels.

Discussion

Fort Hood CYS Services-Youth Programs offers valuable services to the

Killeen/Fort Hood community. These programs offer positive out-of-school

alternatives to the youth of the community, which allows their service

members to focus on their jobs/mission. However, CYS Services-Youth

Programs lack effective internal and external program marketing.

Of the youth surveyed in the Fort Hood CYS Services-Youth Programs

survey it was found that almost half, 42.7 percent, of the respondents did

not participate in programs because they were not aware that they were

available. Fort Hood CYS Services-Youth Programs has the ability to

effectively increase program usage and implementation by increasing youth

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involvement and leadership roles, nurturing staff/youth relationships,

increasing community partnerships, and developing concise and consolidated

marketing messages throughout out all youth programs.

Developing a comprehensive marketing plan for CYS Services-Youth

Programs is a major step towards increasing program usage and thereby

maintaining program funding. Accordingly, this marketing plan is just a

stepping stone to a larger marketing plan for the entire CYS Services

organization. This marketing plan is an asset to the organization because it

is a framework for the direction the organization needs to go towards in

order to increase program awareness and usage.

Area for Further Research

An additional area of research might include the awareness and

interest level of parents/responsible adults in relation to CYS Services –

Youth Programs. The initial survey indicated that youth receive much of their

information via word of mouth from their parents. As an important

stakeholder in the development of youth programs and marketing of these

programs, additional research is required to determine how

parents/responsible adults find out about the programs. Accordingly, which

programs they find valuable and the impact they feel these programs have

on their youth.

Additional research is also necessary to pinpoint which aspects of each

youth program the teens find valuable and which aspects need to be

Grant-37

revamped. There is definitely a correlation between awareness of youth

programs and whether or not youth choose to utilize the programs.

Subsequently, identifying which youth programs/facilities youth are

frequented and/or are most comfortable will assist with the development of

future programs.

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References

2009 Army Posture Paper. “Youth Programs.” United States Army. Accessed

April 1.http://www.army.mil/aps/09/information_papers/

youth_programs.html

Act for Youth Center of Excellence. “Best Practices for Youth Development”.

Act for Youth Center of Excellence. Accessed March 1.

http://www.actforyouth.net/resources/rf/rf_bestprac_0403.cfm

After-School All-Stars.2011. “Factoids”. After-School All-Stars. Accessed

Feb.5.http://www.afterschoolallstars.org/site/pp.asp?c=enJJKMNpFmG

&b=854685

Bax, Amy. 2011. “Marketing to Teenagers Effectively.” Gaebler Ventures.

Accessed Feb.18. http://www.gaebler.com/Marketing-to-

Teenagers.htm

Fort Hood Family Housing. “Fort Hood Family Housing”. Accessed March 15.

http://www.forthoodfh.com/

Fort Hood Press Center. “Fort Hood Fact Sheet”. Fort Hood Public Affairs

Office. Accessed Mar. 25.http://www.hood.army.mil/facts/

FS%200702%20 %20Fort%20Hood%20Quick%20Facts.pdf

Gillard, Ann and Peter Witt. 2008. “Recruitment and Retention in Youth

Grant-39

Programs.” Journal of Park and Recreation Administration: 181-185.

Hoodmwr.com. “Youth Services.” Hoodmwr.com. Accessed March 15.

http://www.hoodmwr.com/cys_youthservices.htm

Johnson, J.J. Killeen ISD military enrollment report by Campus dated April 1,

2011. CYS Services

Lerner, Richard and Jacqueline Richard. 2009. “Waves of the future 2009.”

Accessed April 1.http://www.4h.org/uploadedFiles/About_Folder/

Research/Tufts_Data/4-H-Positive-Youth-Development-Study-Wave-

6.pdf

McIlvaine, Rob and Bill Bradner. “CYSS expansion shows Army commitment

to kids.” My Army One Source. Accessed April 5.

https://www.myarmyonesource.com/syn/news/id/7e48030437d0f210

VgnVCM100000e61e0a0aRCRD

My Army One Source. “Youth Services.” My Army One Source. Accessed

April5.https://www.myarmyonesource.com/ChildYouthandSchoolServic

es/CYSSystemofCare/YouthServices/default.aspx

Shep Zeldin et al., 2000. “Youth in Decision-Making A Study on the Impacts

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of Youth on Adults and Organizations.” University of Wisconsin-

Madison Dept of Human Development and Family Studies University of

Wisconsin Extension: 1

Yarrow, Kit and Jayne O‟donnell. 2009. Gen Buy: How Tweens, Teens and

Twenty-Somethings Are Revolutionizing Retail. Jossey-Bass.

Grant-41

Fort Hood Child, Youth and School Services - Youth Programs

Marketing Survey

Fort Hood Child, Youth and School (CYS) Services has the opportunity to

serve a wide and diverse population. In order to better serve you, we would

like to gauge your interest on our programming and marketing efforts.

Please take a few moments to take the CYS Services Youth Programs

Survey.

Thank you for your time and we appreciate your input. If you have additional

questions or concerns, please call 254-553-3995 or email

[email protected].

Respectfully,

Koy C. Grant MWR Partnership Specialist

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Fort Hood Child, Youth and School Services - Youth Programs Marketing

Survey

1. What area of the Fort Hood-Killeen community do you live in?

Killeen/Fort Hood

Copperas Cove

Harker Heights

Nolanville

Belton

Temple

Other (please specify)

2. What is your age category?

11-13 Years Old

14-16 Years Old

17-19 Years Old

3. Do you currently use any of the following CYS Services-Youth

Programs?

Youth Centers - Bronco, Comanche or High Chaparral

The HIRED! Program

The EDGE! Program

Youth Sports and Fitness Programs

SKIESUnlimited

Special Events

Other (please specify)

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4. Why would you NOT participate in CYS Services-Youth Programs

activities and events?

Location of program

Proximity to home or school

Not aware of programs available

Participate in a program off post

Cost

Transportation

Other (please specify)

5. How do you prefer to receive information about CYS Services

programming?

Flyers

Posters

Newsletter

email

Phantom Distro (postwide e-distro)

Newspaper

Hood Happenings (Fort Hood FMWR Magazine)

Facebook

Twitter

Myspace

Text Alerts

word of mouth

Other (please specify)