Purpose : To provide workshop participants with information on the UFM Marketing Communications Plan.

1. INFORMATION BRIEFING Purpose: To provide workshop participants with information on the UFM Marketing Communications Plan.

2. Agenda: • UFM Defined • Challenges • Objective • Management Considerations • Concept • Target Audiences • Plan Components • Timeline • Conclusion

3. UFM Defined: • UFM is the merging of appropriated funds (APF) and nonappropriated funds (NAF) for the purpose of providing morale, welfare, and recreation (MWR) services under the NAF set of rules and procedures in order to facilitate: • Procurement of property and services for MWR. • Management of employees to provide the programs. • Financial reporting and management. • UFM is an Army-wide MWR initiative that complements structural changes of Installation Management Agency (IMA) implementation.

4. Challenges: • During Fiscal Year 2005, IMA and CFSC are conducting 5 pilot sites as precursors to the Army-wide Implementation of UFM. • Current guidance emphasizes CONUS conditions. • To ensure success and to allay concerns, we need a mechanism for wide dissemination of UFM information across the Army MWR workforce.

5. Objective: • Provide consistent, accurate, and timely information on UFM and the implementation plan throughout the Army in order to: • Promote a full understanding of the UFM process and implementation plan. • Assist in successful implementation of initiative.

6. Management Considerations: • UFM is a long term initiative. • UFM teams’ budgets are extremely limited (original plan was to implement UFM with little or no incremental cost to the Government or NAF systems). • Target audiences are diverse with potentially different interests and priorities. • UFM teams have limited understanding of all the implications associated with implementing UFM overseas. • Army Plan approved by IMA and CFSC leadership may cause conflicts in priorities for functional proponents and staff.

7. Concept: • Using existing public affairs, management tools, and marketing media avenues, develop and institutionalize a UFM communication plan to reach specifically targeted audiences. • Plan components: • Information packages designed for specific target groups. • Routine quarterly updates to audience. • Monitoring and feedback procedures and control mechanisms in place to allow for timely adjustments to plan. • Leadership endorsement and support. • Simple to follow, easy to control.

8. Target Audiences: • Group II • IMA HQ/CFSC Leadership • IMA Regional Directors, MWR Chiefs • IMA Garrison Commanders • IMA Regional/Garrison Resource Managers, Other Directors (DOIM, DOL, DPLO) • Group I • Secretariat • Key ARSTAF Elements • IMA & MWR Board of Directors • ACSIM • Group III • IMA Garrison MWR Directors • Division Chiefs • MWR Workforce • Special Interest Groups (e.g., Unions, Civilian Personnel Operations Center, Civilian Personnel Advisory Center, Management Employee Relation, Equal Employment Opportunity)

9. Target Audience - Group I: (Secretariat, ARSTAF, IMA/MWR BOD, ACSIM) • Identify key individuals and offices to serve as liaisons between UFM teams and target audiences (CFSC-FM-Lead; UFM Teams-Assist). • Circulate information packages to appropriate Secretariat and ARSTAF offices (CFSC-FM-Lead; CFSC-PA and CFSC-SP-Assist). • Continue briefing ACSIM on UFM (ACSIM Objective 36) (CFSC-FM). • Provide routine quarterly update to Secretariat/ARSTAF personnel (CFSC-FM). • Continue updates through IMA/MWR BOD process (CFSC-ZA/IMA HQ).

10. Target Audience - Group II: (IMA/CFSC HQ, IMA Regional Directors, MWR Chiefs, and Staff, Garrison Commanders and Staff) • Maintain in progress review with IMA/CFSC Leadership (CFSC-FM/IMA Ops). • Provide input for routine IMA video teleconferences and leadership notes. • Provide information packages to IMA Regional Directors (CFSC-FM). • Develop and produce UFM articles and brochures for targeted distribution to various audiences (CFSC-PA/CFSC-SP Marketing-Lead; UFM Teams/IMA-Assist). • Prepare UFM information packages to be distributed at other IMA/MWR workshops and conferences (CFSC-FM). • Incorporate standard UFM presentation into General Officer Installation Commander course at the MWR Academy (CFSC-HR). • Monitor results and adjust plan as required (CFSC-FM).

11. Target Audience - Group III: (MWR Directors, Division Chiefs, Workforce, Special Interest Groups) • Focus on Regional UFM workshops to initiate communication with target audience (CFSC-FM-Lead; UFM Teams-Assist). • Work with Civilian Personnel Advisory Centers to create appropriate vehicles for distributing information to workforce (CFSC-HR/CPO). • Improve presentations for UFM Town Hall meetings (CFSC-HR). • Expand web site (www.ArmyMWR.org) to allow for Questions and Answers (CFSC-HR-Lead; CFSC-SP-Assist). • Build plan for promotion and management of the site. • Conduct annual surveys of MWR workforce to determine the reasons for status of APF to NAF conversions (CFSC-HR). • Install feedback mechanism and adjust plan as required (CFSC-FM).

12. Timeline: • 25 April 2005: Use first UFM workshop to test and solidify presentations for subsequent regional workshops. • 29 April 2005: • Develop information packages for Groups I and II. • Begin working with Public Affairs Offices to produce short media bursts. • Begin working with Marketing to produce articles for Garrisons. • May 2005: Continue working on detailed communications actions and tasks, and obtain IMA/CFSC final approval of plan. • May 2005: Institute monitoring system. • June 2005: Launch interactive UFM Question and Answer site for MWR Home Page. • Quarterly: In Process Reviews to Group I and II.

13. Conclusion: • UFM provides opportunity to improve support to MWR operations. • Pilot Phase may uncover new challenges. • Keys for successful implementation are: • Research, Development, Test and Evaluation. • Full disclosure of issues and options. • Clear, consistent communication with all echelons. • Commander, CFSC approve the plan 24 April 2005.