Branding Initiative and Pilot Program Fort Leonard Wood, Missouri

1. Branding Initiative and Pilot ProgramFort Leonard Wood, Missouri

2. Fort Leonard Wood, MO No matter where in the world you are or what stage of life you’re in, MWR offers a variety of opportunities for enhancing the quality of your whole life” FLW - a prime pilot site with a wide variety of patrons, to include: trainees, students, inter-service, active duty, FORSCOM units, international students, and a viable retiree population.

3. How we: “built and deployed a positive, unified MWR brand image to current and potential program users, to MWR employees at all levels, to the FLW Command and to the FLW public.”

4. Consistent message assisted in: • Developing a cohesive meaning of what • MWR is and what it does • Clarifying who our users are • bringing consistency in programming • Enhancing our patron’s understanding of • the link between MWR activities, and • personal and professional well-being • Adding a sense of value to the services and • activities provided

5. How We Did It: • The #1 most important thing we did was to: • Introduce the pilot to our facility manager’s during a MWR Manager’s Training Off-Site at our own Lake of the Ozarks Recreation Area (LORA) • Why? • Captive audience in a learning environment • Program/facility manager’s embraced the concept and verbalized their eagerness to see changes to our “image” • Created the buy-in necessary with the management staff

6. The Rest of the Time….. November Sunday Brunch Newcomer’s Orientation Community Poster Distribution* Mascot Contest Thanksgiving Lunch Buffet December Christmas Tree Lighting* Employee Christmas Message* EXODUS Parent Pick-Up* EXODUS Holdovers

7. What the staff thought about the facets of the brand identity: Renewal “great way to sell MWR programs” “shows a “we care about you” attitude” “validates the hard work and devotion that Service Members, families, and civilians, put forth to the FLW community and the Army mission” Growth “the message possibilities are endless” “lets the patrons know that MWR has ways that they can grow” “sets high standards to maintain quality of life”

8. What the staff thought about the facets of the brand identity: (cont’d) Self-Reliance “usually not widely recognized or associated with MWR” “helps families understand that MWR plays a role in helping them overcome the challenges of the military lifestyle” “brings up front the AFTB, FRG, and other ACS programs” Community “message strongly points out that MWR helps to provide what any civilian community offers” “brings it all together” Peace of Mind “not only a safety net, but a whole web of interlinking parts that creates a safe and caring atmosphere”

9. Comments from our patrons: “MWR needs to be introduced to soldiers at the recruiting station as a benefit.” “A very nice touch by MWR to introduce young soldiers to MWR, it’s important to start early to brand the benefits into their minds.” “The posters are really eye catching.” “MWR connects you to the rest of the local community.” “You give the installation a hometown environment.” “MWR shouldn’t be called DCA, they need to be Directorates of MWR, like it is here at FLW.”