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ALA PATRON AWARENESS

ALA PATRON AWARENESS. Patron Awareness One team. “Making Life Better On Base”. Committee Members. Cindy Dulik Stuart MacGregor Gregg Koons Tom Wagner. DeCA AAFES NEXCOM MCCS Coast Guard.

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ALA PATRON AWARENESS

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  1. ALAPATRON AWARENESS

  2. Patron AwarenessOne team “Making Life Better On Base”

  3. Committee Members • Cindy Dulik • Stuart MacGregor • Gregg Koons • Tom Wagner • DeCA • AAFES • NEXCOM • MCCS • Coast Guard • Committee objective, monitor, approve and communicate projects that qualify as “Patron Awareness” activities.

  4. Mission Statement To be an active partner in promoting and communicating the Military Community services available that enhance the quality of life benefit.

  5. White House Beefs Up Support For Military Families(Politico.com)...Amie Parnes and Abby Phillip...In an East Room announcement, President Barack Obama, first lady Michelle Obama and second lady Jill Biden said the unified, government-led effort -- which features participation by nearly 50 federal agencies -- will ensure that troops and their families get "the support they deserve" for serving the nation.

  6. CAUSEMARKETING 28-30 March 2011

  7. MACY’S • Cause Marketing • Cause Marketing campaigns/partnerships activate customers around issues or charities they care about • A commitment to community and giving back • Five core focus areas, 7 national campaigns and 30+ regional • campaigns raised $25M in 2010 • Increasingly important to the consumer • 92% of moms want to buy a product that supports a cause • College-aged Millennials have near $40 billion in discretionary income and • want to become more deeply engaged and advocate on behalf of important • issues* * 2010 Cone Cause Evolution Study

  8. MACY’S • Cause Marketing • Successful campaigns: • Inspire and motivate 170,000 employees – they are the ambassadors • Connect with our customer through: value appeal (a savings offer), local • relevance (impact on my community) and compelling experience (creates an • emotion or moment) • Our Strongest partners are: • National in mission/recognition • Local in reach – resources and manpower in cities and communities across the • country

  9. APPLE

  10. 87%of Millennials Consider a Company’s Commitment to Social and Environmental Causes when Deciding Where to Work * 2010 Cone Cause Evolution Study Millennials (age 18-24 years)

  11. 89%of Americans (aged 13 to 25) Would Switch from one Brand to Another Brand of a Comparable product (and price) if the Latter Brand was Associated with a “Good Cause” * Cone Millennial Case Study 2006

  12. Creating a Deeper Emotional Connection with • Customers Builds Loyalty to Brands & Organizations • Word of Mouth is Powerful but without Tenets of • Marketing it is Incomplete • Cause Marketing is a Powerful Tool that Businesses • and Non-Profits are Leveraging Strategically • Cause Marketing Increases the Ability to Reach • Supporters Through a Company’s Customer Base

  13. WITHIN OUR COMMUNITY • PROCTOR & GAMBLE

  14. OUTSIDE OUR COMMUNITY • Does Anyone See Value of Emotionally Connecting to • Our Military Customers? • Is Anyone Doing it Better Than Us?

  15. FEDEX Trees for Troops: Helping Military Families

  16. WHO? Hired 17,000 military and spouses in 2005 ALONE! Hired over 60,000 since 2004 Pledged $1M & OVER 1 million service hours to help military families with home repair while their loved ones were deployed. Made "Top 25 Military-Friendly Employers" for 7 consecutive years, including #1 in 2004 Donated $1M in tools to U.S. Military in Iraq Donated OVER $245,000 worth of small grants to VFW posts and the American Legion Donated $283,231 in grants to the USO

  17. HOME DEPOT

  18. HOME DEPOT • Honors for Support of Military Community: • The American Legion Commendation for support of active duty, national guard and reserve military personnel through The Home Depot’s “Project Homefront,” initiative • Chairman’s Award for supporting HireVetsFirst campaign, President’s National Hire Veterans Committee • Marine Corps Law Enforcement Foundation Most Distinguished American Award • USO Patriot Award The United Services Organization (USO) Council of Georgia • Military Officers Association of America (MOAA) Distinguished Service Award • Freedom Award by the Employer Support of Guard and Reserve (ESGR) • Top 10 Employers for Military Personnel by G.I. Jobs magazine  • Homefront Award by the Employer Support of Guard and Reserve (ESGR) • Corporate Patriotism Award by the American Veterans Association • 2005 VFW James E. Van Zandt Citizenship Award from the Veterans of Foreign Wars • Al Schneider Memorial Award from Enlisted Association of National Guard of the United States (EANGUS)

  19. TARGET Support for Our Military We're proud to provide extensive resources and services to Target team members with a connection to our nation’s military. United Through Reading Military Program Our Military Kids Care packages for troops stationed overseas Conducted groundbreaking research on veterans returning from the war

  20. WALMART

  21. WALMART From Soldier to Store Manager

  22. WALMART

  23. WALMART Walmart Foundation Helps National Heroes Earn College Degrees “In celebration of Veterans Day 2008, the Walmart Foundation donated a total of $3.6 million to help the people who serve our country pursue higher education.” “The men and women who serve our country are our nation’s heroes,” said Margaret McKenna, president of the Walmart Foundation. “The Walmart Foundation is proud to support programs that help our veterans get the resources they need to succeed in their education and their transition back to civilian life.” Walmartstores.com

  24. WALMARTEvery Day is Veteran’s Day

  25. WALMART

  26. WALMART

  27. WALMART

  28. Retailers & Organizations are Strategically Positioning • Cause Marketing to Our Community • Many of the Initiatives They are Promoting are • Already Embedded in Our Military Communities

  29. Military Community is Special • We’ve Allowed Other Organizations to Position Themselves in the Hearts and Minds of Our Community Creating the Perception that Perhaps they Do More or Care More • Collectively, Holistically, This Group Does More to “Take Care of Our Own” Than Any Other Organization • …We Need To Pull Together • Holistically • Collectively • to Tell Our Story

  30. OVER 12 MILLION CUSTOMERS OVER 62,000 ASSOCIATES 29% - 60% OF EMPLOYEES ARE FAMILY MEMBERS OF MILITARY ONE COMMON CAUSE COMMUNITIES WE SERVE PARTNERING WITH VENDORS TWO MAGIC WORDS WE CARE RESALE AND MWR ARE MAKING A DIFFERENCE IN COMMUNITIES WE SERVE OUR CUSTOMERS ENJOY AN AVERAGE SAVINGS OF 22%-30% WE DO BEST TAKING CARE OF OUR OWN

  31. “INTERFERENCE”How do we break it down?

  32. Military Cause Events • Wounded Warrior • Scholarship programs • USO sponsorships • Army Spouse Employment • Health N Wellness • Go Green Days • Base specific sponsorships • Seasonal charity events

  33. ALA Membership has ALL the tools • Suppliers • Brokers • Retailers • Print ads • Internet providers and links • Social media • Data providers

  34. Top Down and Bottom Up Approach • Top Down, Technology • Web based connection • Social Media • How do we create one Holistic Voice? • Bottom Up, Grass Roots • Base level activity • Promote / Execute / Communicate • These programs will ENHANCE not replace current initiatives.

  35. Marty Johnson

  36. Complete Collaboration PATRON SERVICES Awareness Impact ALA MEMBERS

  37. Committee member description • Project Manager Role (3) • Communicate with Facilitator • Communicate with Services • Organize awareness events • Produce an area event calendar • Coordinate theme for event • Facilitator Role – (1 / Theme) • Enlist ALA Vendors • Collaborate with Project Managers • Coordinate Themed materials • Define needs for events

  38. Patrons Awareness – Project Managers WESTERN PROJECT MGR Rick Page CENTRAL PROJECT MGR Chris Weatherford EASTERN PROJECT MGR Bill Poole ND WA MT MN ME WI SD VT OR ID WY NH MI NY MA IA CT NE PA RI NJ OH IN IL NV UT DE CO WV MO KS MD CA VA KY DC TN NC OK AR SC AZ NM MS AL GA LA TX GO GREEN FACILITATOR Hunter McMillan FL HEALTH AND WELLNESS FACILITATOR Houston Marchman Updated 4/12/10

  39. WESTERN PROJECT MGR Rick Page CENTRAL PROJECT MGR Chris Weatherford EASTERN PROJECT MGR Bill Poole

  40. Project Facilitators • “Health and Wellness” Houston Marchman • Medical • Fitness • Nutrition • Vitality Awareness • “Go Green” – Hunter McMillan • Green Initiatives • Sustainability • Earth Day

  41. Project Facilitators “HEALTH AND WELLNESS” FACILITATOR Houston Marchman “GO GREEN” FACILITATOR Hunter McMillan

  42. committee Tom Wagner Committee Chairman

  43. Ala Members Responsibility • Sign your company up during breaks • BE COMMITTED!!! • Prepare your teams • Communicate • Collaborate

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