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FMWRC 2009 Annual Report

FMWRC 2009 Annual Report

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The Annual Report for the U.S. Army's Family and Morale, Welfare and Recreation Command.
The Annual Report for the U.S. Army's Family and Morale, Welfare and Recreation Command.

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10/29/2011

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Photos courtesy of Marketing

60

Fiscal Year 2009

Family and Morale, Welfare and

Recreation Command

and MWR continues its eforts with a marketing
campaign composed of a series of strategic initiatives
focused on informing, educating and acknowledging
the Army’s commitment to Soldiers and Families.
Te campaign highlighted the Army’s commitment
with testimonial messaging from Soldiers and Family
members and serves to speak also to parents, friends,
community members and employers in conjunction
with ARMY STRONG.®
As part of numerous outreach marketing eforts,
each garrison marketing ofce received a toolkit and
standardized messaging tools to ensure all AFC mes-
sages speak in one voice to all audiences on all Army
installations. Toolkits also promoted key messages
in surrounding civilian communities. “Army Fam-
ily Covenant: Keeping the Promise” messaging was
also integrated into Army and Air Force Exchange
marketing eforts, Defense Commissary Agency fa-
cilities, Soldiers Magazine, and Guard and Reserve
Magazine throughout 2009.

Marketing Research and Analysis Division

Te Marketing Research and Analysis Division regularly
utilizes research instruments to measure the level of all MWR
eforts and their impact on Soldiers and Families. Tis year
marked the commencement of three major research projects
on Soldier and Family quality of life that will continue into
2010 and directly impact Family and MWR programs.
Te research team executed a tremendous efort
throughout the year in developing both the 2010 Survey
of Army Families VI and the 2010 Leisure Market Survey.
Deploying in January 2010, the Survey of Army Families VI
will collect Army Family data including levels of satisfaction
with lifestyle and issues afecting military life. Te Leisure
Market Survey, designed to gather garrison-level data and
information about satisfaction with MWR and issues afect-
ing military life, will deploy in April 2010. A third instru-
ment planned throughout 2009 for execution in 2010, will
provide an online database of garrison Soldier information
to garrison marketing ofces and program managers sup-
plying valuable insight into select target market segments.
FY09 also saw the creation and execution of a Venue
Database for Army Entertainment Division which in-
creased efciency of the entertainment booking process

for the Family and MWR Command. Te database saved
numerous labor hours for AED and compiled all garrison
entertainment venue capabilities into one easily searchable
and accessible application. Additionally, the division pro-
vided surveys and data instruments for Warrior Adventure
Quest and Soldier Show eforts that helped provide impor-
tant customer impact results and feedback.
When Army Leadership wanted to evaluate knowledge
and awareness of the Army Family Covenant, the Research
and Analysis Division designed and conducted an online
survey to gather baseline data. Te Army Family Covenant
Survey, felded from Aug. 15 through Sept. 15, produced
16,716 unique surveys and valuable data to help guide fu-
ture initiatives.
In addition to Soldiers and Families, employees and
managers were also in the spotlight as the division con-
ducted two key instruments – a Family and MWR NAF Em-
ployee Survey and a Manager Satisfaction Survey designed
to measure both MWR employee and manager job satisfac-
tion. Data from this project provided baseline information
for employee satisfaction prior to the rollout of a new MWR
Customer Service Excellence Program.

61

Annual Report

Marketing

Directorate

Corporate Partnerships Division

Te mission of the Family and MWR Corporate Part-
nerships Division is to partner with corporate America
to enhance vital Family and MWR programs by obtaining
private sector funding, services or supplies in exchange for
promotional and advertising opportunities within the Army
community. Te division also develops national partnership
programs to create additional funding for garrisons and pro-
vides training, consultation and policy overview to Family
and MWR sponsorship and advertising professionals.
Army-wide sponsorship and advertising income for
FY09 was $13.4 million with cash revenue totaling $6.8 mil-
lion and in-kind sponsorship totaling $6.6 million. Overall,
corporate partnership initiatives generated and transferred
more than $916 thousand, in sponsorship and advertising
income directly to garrisons in FY09 resulting in a 14.5 per-
cent increase over FY08.
In FY09, the Family and MWR Corporate Partnership
Division successfully negotiated new and renewed several
existing corporate sponsorship and advertising agreements
directly beneftting Army installations with additional rev-
enue and special event programming.

Marketing Communications and
Account Management Division

Te Marketing Communications and Account Manage-
ment Division is a key component to strategically planning
the success of Family and MWR marketing eforts world-
wide. Te MarCom and Account Management team pro-
vides strategy and marketing planning guidance to inter-
nal and external customers with the use of consistent key
messaging, a strong, cohesive MWR brand and Web tools as
well as other initiatives.
In 2009, the division led numerous initiatives and cam-
paigns incorporating both print and digital media that en-
hanced an enterprise-wide communication strategy. Key
accomplishments included: the creation of an AFC mar-
keting toolkit provided to all garrisons; enhanced AAFES/
DeCA partnerships; and an Army Knowledge Online portal
to house standardized marketing materials for access and
use by all garrisons. Additionally, Web sites developed for
Better Opportunities for Single Soldiers, Warrior Adven-
ture Quest and All-Army Sports provided central resources
for communication and programming needs. Te MarCom
team also helped increase public awareness of the Army
Athlete program through the Army Athlete Twitter feed

to enable efective communication among sports profes-
sionals and serve as a venue for Army Olympians from the
World Class Athlete Program and athletes from the All-
Army Sports Program to share accomplishments.
Te division delivered enterprise-wide tools and tem-
plates to numerous customers and programs throughout
the Army and held its 2009 Marketing, Sponsorship and
Advertising Symposium in June in Indianapolis, Ind. Tis
key training efort was designed to (1) provide insight into
what civilian programs do to retain their sponsors and gain
new ones; (2) provide branding updates in conjunction
with the establishment of the Marketing Directorate; and
(3) encourage collaboration between marketing and public
afairs. Te marketing function played a key role through-
out the event as speakers and participants learned how to
further support the AFC and Soldier Family Action Plan ef-
forts throughout all missions.

Events and Promotions Division

Te Events and Promotions Division continues to focus
on programming support and turnkey event development

62

Fiscal Year 2009

Family and Morale, Welfare and

Recreation Command

for revenue generating programs. In addition to a change
in venue, the division streamlined its operating procedures
with standardized promotion kits and an online after-action
reporting process. Highlighting promotions that ofered ex-
citing opportunities to current participants while generating
new patrons for Army clubs, bowling centers, libraries, golf
courses and other MWR programs, many promotions were
youth-oriented while several were cross-promoted with oth-
er elements of the Family and MWR Command. Outreach to
Youth and Child, Youth & School Services patrons continued
with Bowlopolis and a new youth “learn to bowl” program.
Spouses of deployed Soldiers were ofered support and net-
working opportunities with a Bunco promotion held in clubs
and marketed through the Army
Community Service Family Readi-
ness Groups. Life-changing experi-
ences were also provided to the win-
ners of Operation Rising Star and
Military Long Drive programs.
Another successful and highly
anticipated promotion at partici-
pating Army garrisons was the Tex-
as Hold ’em tournament now in its
third year. After-action reports re-
veal this promotion averaged sales
of $968 per location totaling a 115
percent increase in sales and a 259 percent increase in foot
trafc compared to an average night of operations.
Te Army Golf Program, the Warrior Transition Com-
mand and the Events Division partnered to bring profes-
sional golf training to select Army garrisons and local
communities in FY09. Garrisons with a need for ongoing
adaptive golf programs were identifed and provided with
professional trainers, a day of teaching instruction and a
free clinic. Clinics were open to golf professionals, thera-
pists, physical education coaches, recreational instructors,
and other industry professionals. Te result was a frst-hand
experience that illustrated both the rehabilitative qualities
of golf and how it can be taught and played by anyone, re-
gardless of their disability.
Te 2009 Military Long Drive promotion not only in-
creased awareness of Army Golf programs through out-
reach to National Guard and Reservists, but also increased
driving range sales. Ofering a professional long drive event

at 19 Army locations in a turnkey promotion, the promo-
tion culminated in the Military Long Drive Championship
aired on ESPN television. Te event ofered another great
opportunity for military members with 21 top military long
drivers featured at the World Long Drive Championship in
Mesquite, Nev. Te winner took home a cash prize and was
featured on the ESPN broadcast of the RE/Max World Long
Drive competition in December 2009.
Army bowling centers partnered with the Bowling Pro-
prietors Association of America Bowlopolis program at
28 Army bowling centers in 2009. Bowlopolis, a cartoon
DVD series and an online interactive Web site created by
BPAA, have generated signifcant interest in youth bowl-
ing programs. A Youth Bowling
Education Program, written by
FMWRC staf and a well-known
bowling coach, was introduced
along with the Bowlopolis pack-
age. Te Youth Bowling Educa-
tion program included a series of
lessons targeted at age-specifc
groups of children, complete
with tools to make teaching suc-
cessful.

Another favorite, the
2009-2010 Business Managers’
Planning Calendar was distributed to all garrisons in Au-
gust, with additional copies distributed at MWR Academy
courses. Tis popular 15-month planning tool was de-
signed to provide hundreds of promotional ideas, custom-
er service tips, industry events, a month-at-a-glance view
and daily calendars.
As the directorate looks ahead, it continues to forge new
bonds with garrisons as well as internal and external cus-
tomers, while working to provide consistent and compre-
hensive tools and templates for use throughout the Army.
Leveraging the experience of numerous professionals from
military and private sector backgrounds, the team looks
forward to a strong second year of operation. Research con-
tinues to be a top priority as the directorate and command
work to make data-driven decisions and learn more about
their customers. Communication, continued transforma-
tion and professional development of the staf round out
the key priorities for the coming year.

63

Annual Report

TTe Family and Morale, Welfare & Recreation Academy, a workforce success multiplier, ofers

training and performance support for the Army and its sister services. Located in Alexandria,
Va., the Academy supports the FMWR Master Training Plan and trains entry-level employees
through general ofcers. Providing results-driven support, the FMWR Academy strives to
embed learning in the workfow and is a critical organizational change agent.

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