Marketing Proposal - Military Appreciation Month

Marketing Proposal

Military Appreciation Month

May 2014

By Daniel M. Christensen 12/30/2013

OverviewHow it all began…

National Military Appreciation Month started as a simple idea; to gather America around its military family to honor, remember, recognize and appreciate those who have served and those now serving and to know the history behind it

all. This idea was then legislated twice to achieve greater national attention and recognition.

…May is National Military Appreciation Month and urges the President to issue an annual proclamation calling on the American people to recognize this special month of May through appropriate ceremonies and event. ₁

By Daniel M. Christensen 12/30/2013

₁ http://www.nmam.org/about2.htm₂ http://www.military.com/military-appreciation-month/military-appreciation-month-holidays.html

May 1: Loyalty DayA day for Americans to reaffirm their loyalty to their country, honor those that have come before them, and to remember their heritage.

May 5-11: Public Service Recognition WeekHonors the people who serve as employees in federal, state, country and local government.

May 8: Victory in Europe DayStands as a remembrance of Germany’s surrender in WWII

May 11: Military Spouse Appreciation DayCelebrates the sacrifice and support military spouses have made for their country, and their family.

May 18: Armed Forces DayHonors those Americans currently serving in the military.

May 27: Memorials DayThe most widely recognized holiday. Dating back to just after the Civil War, the day honors the soldiers who have made the ultimate sacrifice for their country.

Holidays₂

Percentage

25 or Younger26 - 3031 - 3536 - 40

Facts & Figures

By Daniel M. Christensen 12/30/2013

As of September 2011₁, there were 1,214,925 military personnel stationed within the U.S.58, 974 (4.9%) lived in Florida, ranking it #7 on the list of states with the largest population of active military personnel.

₁ http://www.militaryonesource.mil/12038/MOS/Reports/2011_Demographics_Report.pdf

Florida is Populated with More Active Duty Military Personnel than 86% of the Country

via Military OneSource

Facts & Figures

By Daniel M. Christensen 12/30/2013

% of Facebook Likes - By Age₂

13-1718-2425-3435-4445-5455-6465+

28%

18%

% of Active Duty Military₁

25 or Younger

26 - 30

31 - 35

36 - 40

43%

23%

14%

11%

32%

13%6%

₁ http://www.militaryonesource.mil/12038/MOS/Reports/2011_Demographics_Report.pdf₂ Facebook Insights ht https://www.facebook.com/gtplayers?sk=insights&section=navPeople

As of September 2011, over 66% of Active Duty Military Personnel, were 30 and younger. Based on a single demographic for GameTime (Facebook) the primary ages for guests are between 18 & 34 (over 60%).

Marketing to Active Military Personnel Directly targets GameTime’s Key Demographic

By Daniel M. Christensen 12/30/2013

Miami = Military Base via Google Maps Search

By Daniel M. Christensen 12/30/2013

Tampa = Military Base via Google Maps Search

By Daniel M. Christensen 12/30/2013

Panama City = Military Base via Google Maps Search

By Daniel M. Christensen 12/30/2013

Sebring = Military Base via Google Maps Search

By Daniel M. Christensen 12/30/2013

Vero Beach = Military Base via Google Maps Search

By Daniel M. Christensen 12/30/2013

Mary Esther = Military Base via Google Maps Search

Objective

By Daniel M. Christensen 12/30/2013

• Promote Month-Long Military Discounts at Participating Gametime Locations.

• Position Marketing as a Recognition of Support for Active Duty, and Veteran,

Military Personnel.

• Donate XX% Off Total Game Card Sales to a Military-Based Charity.

• Set a Donation Goal (i.e. $10,000) and Communicate Progress Toward Meeting that

Goal (via In-Store Posters/Charts, Social Media and Email. i.e. “We are ½ Way to

Our Goal, Please Help us Surpass it…”).

• Communicate Post-month Promotion, Offering a XX% Discount to all Military

Personnel on the 1st Saturday of Each Month.

Playing for the Troops

By Daniel M. Christensen 12/30/2013

Marketing

Direct Mailers• Sent 2 Weeks Prior to May

• Promoting Month• Sent 2 Weeks Prior to June

• Promoting Monthly Savings• Mailed to All Participating Locations

• 5-10 Mile Radius• Military Bases• Additional Demographics as Needed

Playing for the Troops

via Shutterfly

Social Media• Daily Posts Thanking the Troops• Pictures of Military Personnel

Guests of GameTime will be Posted with Personal ‘Thank You’ for Protecting Our Country Message.

Email• Weekly Newsletter Promoting Campaign

• Pictures to be Taken at Each Venue Every Day of Military Personnel. These Photos (and Names) will be Posted with a Personal ‘Thank You’ for Protecting Our Country Message.

In-Store Collateral• Set Donation Goal

• i.e. XX% of All Game Card Sales Donated to Military Charity

• Donation Goal Chart at Card Host Stand• Updated Daily

By Daniel M. Christensen 12/30/2013Cost

**Stock Account**

For Creating Military-Based Content and Images for: Direct Mailer, Email, Social Posts.

In Addition: Purchasing a 1 Year Subscription Would Allow us to Design Original, Creative Marketing Content for All Campaigns.

1 Year Subscription @ iStockPhoto.com$1,349 (20 Credits/Day)

Direct MailerTwo Campaign Mailers:

1. Delivered Week of 4/14-18a) Promotes “Playing for the Troops” Month

2. Delivered Week of 5/12-16a) (Primary) Promotes “Playing for the Troops”

Monthb) (Secondary) Promotes Military Personnel

Discounts on 1st Saturday of Each Month

Estimated Cost

Miami: 92,721 Mailers @ $14,835~ $21, 325

Tampa: 71, 470 Mailers @ $11,478~ $16,481

Panama City: 36,819 Mailers @ $ 5,891~ $8,468

Sebring: 7,138 Mailers @ $1,142~ $1,641

Vero Beach: 29,878 Mailers @ $4,780~ $6,871

Mary Esther: 29,104 Mailers @ $4,656~ $6,693

via USPS Every Door Direct Mail

*Printing + Shipping Costs ~ $0.07 per*as per previous printer costs

Demographics

1. Household Income = 30k – 150k2. 5 Mile Radius Around Location 3. Residential Only4. No P.O. Boxes

By Daniel M. Christensen 12/30/2013ROI Part 1

Based on Several Studies: Direct Marketing News, 2012 - Marketing Charts, 2012 - Brandwise, 2010

₁ http://www.theory.bz/factors.html

0.1% (Failure)

0.5% (Fair)

1% (Good)

3% (Great)

5% (Exceptional)

Miami92, 721

93 464 927 2,782 4,636

Tampa71,470

71 357 715 2,144 3,574

Panama City36,819

37 184 368 1,105 1,841

Sebring7,138

7 36 71 214 357

Vero Beach29,878

30 149 299 896 1,494

Mary Esther29,104

29 146 291 873 1,455

Conversion Rates & ROI# Listed Indicates Guest Conversions

A Conversion Rate of 1% (Good) to 5% (Exceptional) is Considered Successful. Multiple Variables Affect the Overall Success Rate of Any Marketing Campaign, and Direct Mailers are No Exception. The Quality of the Mailing List, Along with Targeting Key Demographics are Amongst the Top Factors Affecting Success.₁

Mailers(Estimated)

Conversions(Success Rate)

By Daniel M. Christensen 12/30/2013

ROI Part 2

0.1% (Failure)

0.5% (Fair)

1% (Good)

3% (Great)

5% (Exceptional)

Miami$25

$2,325 $11,600 $23,175 $69,550 $115,900

Tampa$25

$1,775 $8,925 $17,875 $53,600 $89,350

Panama City$20

$740 $3,680 $7,360 $22,100 $36,820

Sebring$10

$70 $360 $710 $2,140 $3,570

Vero Beach*-

- - - - -

Mary Esther**-

- - - - -

Conversion Rates & ROI$ Value Indicates Estimated Sales

Based on Avg. Check Calculation via Sacoa System

*Due to Token System, Calculating Avg. Check is Not Possible**Due to New Location Opening in Dec. 2013, No Avg. Check is Available

Conversions(Success Rate)

Avg. Check /Guest(Estimate)