ROO 8B - Marketing Operations Fletcher

1. Marketing Operations Dan Fletcher

2. Marketing Operations CC Reg 145-4 ROTC Marketing, Advertising, and Publicity Army Reg 601-2 Army Promotional Recruiting Support Programs

3. Terminal Learning Objectives ROOs will gain a basic understanding of the locations of their Targeted Markets ROOs will gain a basic understanding of the components of their local marketing program

4. Marketing Operations Advertising Print Advertising Radio Advertising Mail Operations Billboard Advertising. Web Based Advertising. Transit Advertising. Booth Space Local Purchase Printing Group Meals Personal Presentation Items (PPI) Photo Services Out of Pocket Memberships Mail Operations

5. Working Your Targeted Markets Mission Climate and demographics of your campus Market conditions Academic calendar Marketing campaigns Remember your partnership campuses Location! Location! Location!

6. Marketing Operations ROOs select the event and recruiting items in the REAP ROO Zone is where the current and projected plans managed and executed. Financial responsibility is the individual who authorized or completed the purchase CC 145-4 ROTC [p. 27 (8-2/g.(1 & 2)] Marketing, Advertising, and Publicity Cadet Command will not make after the fact payment.

7. Marketing Support to a Recruiting Event Recruiting Event Flyers and Posters Paper Ads Radio Ads Mail Out OPS Radio Coverage of the Event with Group Meal Event Types Military Night at a game Joint National event (USAREC) Major College Event w/SALs Shirts for big games provided by ad contract Develop events that has people doing what you need (Rock Wall, push up test, paint ball, sprints – win a T-Shirt & Hat) Possibilities

8. Where it starts REAP/ROO zone

9. Input Local Purchase Contract-ROOZone Event Name is type LP contract you set up in Naming Purchase Activity Start/End date – The date the Purchase is desired for. Display on Calendar – AWAYS ensure this is checked Campaign – pick one Mission Set – pick one Cadre POC – input ROO Click on “+” sign next to Add New Local Purchase Cost – select purchase type. Screen cycles vendors in. Failure to identify this correctly will result in your contracts not showing in the monthly reports and therefore will not be actioned . Vendor – select vendor contract will be run with. Plan Quantity – number of items requested Plan Unit Cost – price per item with shipping and handling per item Plan Cost will auto sum based on input of Plan Quantity and Plan Unit Cost. Plan Man Hours – enter 1 Plan Leads/Appointments/Enrollments – enter 0 for each Comments multiple items may be purchased but detailing item, price per item and shipping and handling is required. Group meals must be purchased in advance from a vendor for dates out side of funds available (Jun –Dec). NO GIFT CARDS MAY BE PURCHASED BY DOD DIRECTIVE. Click Save button

10. Local marketing funds Personal Presentation Items (PPIs) Prospects – cost per item must not exceed $20.00 Centers of Influence – cost per item must not exceed $30.00 Ground Truth – giving out “crap” does not recruit Cadets. It is equally true that a “ Thoughtful ” PPI to a recruit or COI may win the day

11. T-shirts Two words: Walking Advertisement

12. Polo Sports Shirts Two words: Walking Advertisement

13. Two words: Walking Advertisement and incentive for outstanding performance, multiple Cadet referrals and recruiting event attendance. Backpacks with your logo and contact info

14. Hats Two words: Walking Advertisement Note: These along with t-shirts and sweat shirts are great ways turn your school’s maintenance guys into walking billboards.

15. Nalgene/Metal Water Bottle Note: Something like this may appeal to the Scholar-Athlete-Leader we are attempting to recruit.

16. Note: Military-like item. Keeps a consistent theme. Carabineer Key and “dog” tags

17. Courtesy and Laundry Bags Note: Good for college/career fairs, and can pre-load bags with ROTC info. Provide them to the Admissions office to use for campus events. Also order the Army Strong bags from ADC website.

18. Nice quality pen and flash drives Note: Prospects and influencers deserve a nicer item. Customize to your battalion

19. Hockey Pucks Note: For “chuck-a-puck” raffles at Hockey Games – The prize is a t-shirt or football with your logo/contact Information on it!

20. Mini LED flashlight Note: Very popular with soldiers overseas in areas where power loss is constant.

21. Bistro Mug Note: Nicer than the free mugs available on through the Recruiter Store, plus can be personalized for the school.

22. Coffee cups Note: Nicer than the free mugs available on through the Recruiter Store, plus can be personalized for the school – secretaries love em!

23. Vendors example Army ROTC Shop : http://www.armyrotcshop.com ( Inspection friendly) Sparta Pewter : www.spartapewter.com MRJ Products : www.mjrproducts.com Integrity Products Of Sarasota : www.ssegear.com ( Disabled vet owned business) Brucelli Advertising : www.brucelli.com

24. Funding Local Purchase

25. Components of your local marketing program Work with your Supply Tech to help you keep track of your money – like FOO overseas Purchasing Agent – You Pay Agent – Supply Tech Oversight – PMS – It is her or his money after all – not yours. Keeps you honest, on track and out of jail !

26. Local marketing funds purchase Personal Presentation Items (PPIs) Online vendor Local vendor Purchased with Government Purchase Card (GPC) Printed Materials Government Printing Office (GPO) Document Automation and Production Service (DAPS) Purchased with Government Purchase Card (GPC)

27. Non-authorized purchases The following list of items are not authorized for purchase – Hunting Knives Any type of knife with sheath Swiss Army Knives Multi-function tool knives Snap-out blade cutters Box cutters Corkscrews “Pocket Workshop,” “Tackle Box Multi-tool,” “Ultra-tool ”

28. Non-authorized purchases Ice Picks Firearms Ammunition to include shotgun shells, clips, cartridges, or magazines Disposable cigarette lighters Cadre clothing Physical training uniforms Rental of rooms, classrooms, meeting space, etc Acquiring any printing from a commercial vendor Office supplies

29. ADC Warehouse LOG-IN: After you have established an account with your BDE Browse to http://ADC.GOARMY.COM or http://ADC.USAAC.ARMY.MIL and you will be prompted to enter your computer system user-ID and password or your Common Access Card (CAC) credentials. ADC Warehouse provides PPI and RPI that are funded by credits each school is allocated. These items should be utilized to support recruiting events when Local Purchase Funds are not available. The Host program is allocated credits based on the number of Manned Partnership schools in the program.

30. ADC Page

31. Products

32. MUPA : Managed Unit Project Account (See MUPA slide deck)

33. Magnets and Clings

34. Sandwich Signs at Strategic locations

35. Lawn Signs

36. Award Displays Note: Newspaper articles – Stay in “public eye”

37. Displays at College Fairs Note: Folks love the “BIG CHECK”

38. Components of your local marketing/advertising program Media advertising Print (newspaper, sports programs) Radio Web Cinema Direct marketing Direct mail E-mail Signage Billboards Campus buses Booth/Exhibit Space Events – ex. Military Appreciation game

39. Venues Gymnasiums Weight Rooms Pools Athletic fields Hall ways Intersections – For people and vehicles MTV – TV commercials Cable News Desks – COI giveaways Facebook Webpage – links – Mass e-mails with Mail merge Text messages – Go electronic when possible Think like a prospect and go where they are looking/listening!

40. Electronic Attack http://www.facebook.com/profile.php?id=779189453 Or [email protected]

41. POCs for media buys and related purchases Consult your Account Supervisor to create a marketing message tailored to the uniqueness of your program. 1 st , 3 rd and 7 th BDE - Sean Lilly ([email protected]) 6 th , 4 th, BDE – Megan Nivens ([email protected]) 2 nd , 4 th BDE – Angelic Phelps 3 rd , 5 th BDE – Adrienne Ehler ([email protected]) 5 th , 8 th BDE – Michelle Faison ([email protected])

42. Newspaper Advertising Freshman #5 Freshman #6 Freshman #1 Freshman #2 Freshman #3 Freshman #4

43. Bill Boards Note: LOCATION! LOCATION! LOCATION!

44. Radio Advertising Note: Timing and location is everything!!!!!!

45. Radio Ads Radio Spot - are standard advertisements approved by the U.S. Army Branding Group at DA Level.   The unit ROO must determine the following with the vendors: Spot Length : Standard radio spot lengths are either 30 or 60 second spots Number of consecutive days . We will not contract for less than 5 consecutive days. Number of spots per day . We will not contract for less than 5 spots per day. Run times . Time during the day the ads will run. Ask if you can get a special rate offered by the radio vendor. Normally you can get a campus rate if a university station, or a governmental/non profit rate if not a campus station.   Adding radio Spots to ROO Zone:   Start Date : date ad will run. End Date : if consecutive run dates enter last date ad will run. Plan Quantity : The total number of spots for ad (each spot is 30 or 60 seconds) Plan Unit Cos t: cost per spot Plan Cost : auto sums based on quantity and unit cost for all added Comments . You must input: The copy to be used for your spot (Ad ID) Whether rate is a special rate. If not say nothing. Run times  

46. Radio Ads Example Mission: ROTC – Incoming Freshman 60 Second Spot Format: :60 Live Read Radio with :15 Tag Audience: General Ad-ID: QYAR8031 LIVE ANNCR:(:45) Start taking initiative. Start paying your own way. Start becoming a leader. Start strong. Because when you make Army ROTC part of your college experience, you’ll get more than training and skills that last a lifetime. You will become a leader. Enroll in this leadership development program now and you could be eligible for a full-tuition scholarship and a stipend of up to $500 per month. And when you graduate and complete Army ROTC, you’ll be an Officer in the U.S. Army, Army Reserve or Army National Guard. Start strong with Army ROTC. To find out more, visit your Army ROTC representative. 15 TAG: SCHOOL LOCALIZATION HERE LIVE ANNCR: There’s strong. And then there’s Army Strong. Paid for by the United States Army.

47. Bus Advertising Note: Can be expensive but highly effective depending on location(cities with heavy traffic for example) and route.

48. Input Ad Contract-ROOZone Print Ads Local ROTC Battalion ads are approved by the U.S. Army Branding Group at DA Level   Standard Ad Sizes used by the command and contractor: -9.5 x 6.5 inches -7.7 x 10 inches -5.75 x 10 inches -5.75 x 7 inches -11.625 x 10 inches Rate cards determine the Ad size and price per size by per column inch (PCI)The ROO must determine directly with the vendor which standard ad size to use that will fit best with the vendor's unit of measure for the publication; So a 3 column (6 inches) by 7 inch ad is the one to use. 3 columns X 7 inches = a total of 21 column inches.  

49. Input Ad Contract - ROOZone Rate cards determine the Ad size and price per size by per column inch (PCI)The ROO must determine directly with the vendor which standard ad size to use that will fit best with the vendor's unit of measure for the publication; So a 3 column (6 inches) by 7 inch ad is the one to use. 3 columns X 7 inches = a total of 21 column inches.  

50. Other Ads Classified Print Ad: These are just like the ads you place when selling a car, and will run in the classified section of the publication. Same considerations as print ad but no graphics.

51. Other Ads Booth Space . If you are being charged for setting up and executing a recruiting booth you need to run a contract for payment. Local Purchase is NOT used for these type of purchases. When coordinating booth space with the vendor, the unit ROO must determine: Cost: Normally each fair will have a standard cost. (payment after the event only) Date of the booth, and if they are consecutive days. Special requirements you have, such as access to power, or size of area.

52. Other Ads List of Prospects If you are being charged for access to a mailing list, or a list of prospects you need to run a contract. Normally ROTC units are not charged for a SAL listing, but there are occasions that it does happen.

53. Example: University of Louisville Women v. Syracuse Basketball Military Appreciation Game Sean Lilly, McCann Erickson, started coordination Invited COIs from U of L and FT Knox Area 500 t-shirts purchased: 350 for lead signup, 150 to throw to crowd

54. Example: University of Louisville Women v. Syracuse Basketball Military Appreciation Game U of L Women’s team wore specialized ACU uniforms from Adidas Presented 4yr scholarship winners for 2010 with big check, announced Male/Female Ranger Challenge teams during timeouts/half time; radio spots Cost: $5,000.00 Leads generated: 171

55. Example: University of Louisville Women v. Syracuse Basketball Military Appreciation Game

56. Example: University of Louisville Women v. Syracuse Basketball Military Appreciation Game

57. Other Ads Other . This is the contract used when it does not specifically fit into the standard contract types. Some contracts run under “other” are billboards, sporting events, web page advertising that links to a method of contact, scroll board advertising, etc. We do not sponsor any events.

58. 58 Requesting National Assets

59. 59 Mobile theater designed to be presented from the rear of the vehicle to high school classrooms. Features state of the art DVD shows promoting Army opportunities and academic related topics. Equipped with DVD system, plasma systems, and high speed audio system to attract the American public. CHARARTERISTICS H2 HUMMER Crew of 1 Equipped with a portable theater and display system with DVD presentations about Army opportunities & academic related topics. Can be used as a static display during event setups. Equipped with multimedia system PURPOSE Mobile Exhibit Vehicle (MEV) EMPLOYMENT National Targets Fairs Air Shows Sporting Events, etc High Schools, Colleges, & Universities Required Recruiter/Cadre Support : 1 REQ AUTH O/H 6 6

60. 60 Army Marksmanship Trainer (AMT) CHARACTERISTICS PURPOSE Mobile simulator used to create excitement about the Army, while generating quality leads for local recruiters. EMPLOYMENT 40 Ft Truck/Trailer Crew of 2 Mobile Interactive Exhibits: Rifle and Pistol Beam Hit Simulator Lasershot Interactive System National Targets Fairs Air Shows Sporting Events, etc Colleges, & Universities (ROTC) REQ AUTH O/H 2 2 Required Recruiter/Cadre Support : 2

61. 61 CHARARTERISTICS 60 Ft Tractor/Trailer Crew of 2 Self Contained Classroom Features DVD Shows and Presentations Army Options and Opportunities Academic Related Topics Special Interest Shows College Programs Video Travels nationwide to promote the Army’s stay in school and stay off drugs program. Featuring state of the art DVD shows about Army opportunities and academic related topics. EMPLOYMENT PURPOSE Interactive Semi (IS) High Schools Colleges & Universities LIMITATIONS Required Space: 75’ x 16’ Level Hard Surface Required Weighs 30 Tons Required Recruiter/Cadre Support : 2 REQ AUTH O/H 1 5 4

62. 62 CHARARTERISTICS EMPLOYMENT PURPOSE Interactive exhibit comprised of the Army's most state of the art technology, used to create excitement about the Army, while generating quality leads for local recruiters. Army Adventure Semi (AS1) 60 Ft Tractor/Trailer Crew of 2 Mobile Interactive Exhibits: M1A1 Abrams Tank Simulator Global Positioning System (GPS) M16/M9 Beam Hit Device Flight Simulators EOD Interactive Robotic Arm Simulator MOS Informational Touch Screen Display National Targets Fairs Air Shows Sporting Events, etc High Schools, Colleges, & Universities Required Recruiter/Cadre Support : 4 LIMITATIONS Required Space: 75’ x 16’ Level Hard Surface Required Weighs 30 Tons

63. 63 CHARARTERISTICS EMPLOYMENT PURPOSE Interactive exhibit comprised of the Army's most state of the art technology, used to create excitement about the Army, while generating quality leads for local recruiters. Special Operations Forces Semi (AS2) 60 Ft Tractor/Trailer Crew of 2 Mobile Interactive Exhibits: Parachute Simulator Ground Mobility Vehicle Simulator Unmanned Aerial Vehicle Flight Simulator AH6 “Little Bird” Flight Simulator Soldier & Weapons Displays Special Ops MOS Info Touch Screen Videos Army Game Kiosks Dog Tag Machine National Targets Fairs Air Shows Sporting Events, etc High Schools, Colleges, & Universities Note: Unveiled during 2005 All-American Bowl Required Recruiter/Cadre Support : 6 LIMITATIONS Required Space: 75’ x 16’ Level Hard Surface Required Weighs 30 Tons

64. 64 Aviation Adventure Semi (AS3) CHARARTERISTICS PURPOSE 60 Ft Tractor/Trailer Crew of 2 Mobile Interactive Exhibits: AH 64 Helicopter Flight Simulator OH 58 Helicopter Flight Simulator Unmanned Aerial Vehicle Flight Simulator Aviation MOS Informational Touch Screen Videos Air Warrior & Weapons Display Aviation Heritage Display Interactive Aviation specific exhibit comprised of state of the art technology, used to create excitement about the Army, while generating quality leads for local recruiters. EMPLOYMENT National Targets Fairs Air Shows Sporting Events, etc High Schools, Colleges, & Universities Note: Unveiled in FY02 Next themed van – Future Warrior Van - A team effort with PEO-Soldier Required Recruiter/Cadre Support : 4 LIMITATIONS Required Space: 75’ x 16’ Level Hard Surface Required Weighs 30 Tons

65. 65 CHARARTERISTICS EMPLOYMENT PURPOSE Interactive exhibit comprised of the Army's most state of the art technology, used to create excitement about the Army, while generating quality leads for local recruiters. Future Warrior Adventure Semi (AS4) 60 Ft Tractor/Trailer Crew of 2 Mobile Interactive Exhibits: Air/Land Warrior Display Current/Future Warrior Display CROWS Simulator Static Weapons Display Sensor Technology Station CIE Display National Targets Fairs Air Shows Sporting Events, etc High Schools, Colleges, & Universities Required Recruiter/Cadre Support : 4 LIMITATIONS Required Space: 75’ x 16’ Level Hard Surface Required Weighs 30 Tons Joint Effort with PEO Soldier

66. 66 CHARACTERISTICS EMPLOYMENT PURPOSE Interactive exhibit comprised of the Army's most state of the art medical technology, used to create excitement about the Army, while generating quality leads for local recruiters. Medical Operations Adventure Semi (AS5) 60 Ft Tractor/Trailer Crew of 2 (One Medical NCO/One Recruiter) Mobile Exhibits: MEDEVAC Helicopter Cutaway Combat Support Hospital Display Operating Room & Medical Virtual Reality Field Dental Clinic Display Combat Medic Medal of Honor Display Robotics and Future Programs Medical Conventions Colleges & Universities with Medical Programs Required Recruiter/Cadre Support : 4 LIMITATIONS Required Space: 75’ x 16’ Level Hard Surface Required Weighs 30 Tons Joint Effort with Office of the Surgeon General

67. 67 CHARACTERISTICS EMPLOYMENT National Science Center Van (NSC) PURPOSE Mobile classroom for middle school audiences with the message of the importance of math and science to America’s youth. 60 Ft Tractor/Trailer Crew of 2 Mobile Discovery Center with “hands on” scientific experiments such as static electricity, magnetism, thermal imagery, sound waves. Non-lead generating asset, Army awareness is its mission Middle Schools Special Events ( Boy/Girl Scouts) Required Recruiter/Cadre Support : LIMITATIONS Required Space: 75’ x 16’ Level Hard Surface Required Weighs 30 Tons

68. 68 CHARARTERISTICS PURPOSE Golden Knights Parachute Demonstration Teams (GK) EMPLOYMENT 2 Demonstration Teams 24 Parachutists & 2 Recruiters Black Demonstration Team Gold Demonstration Team Performs parachute demonstration jumps across the nation and throughout the world supporting Army accessions efforts while generating quality leads for local recruiters by making demonstration parachute jumps and conducting presentations . International Events National Events Air Shows Sporting Events Support Accessions Through Speaking Teams Future Soldier Functions Jump Into Local Events

69. 69 CHARARTERISTICS PURPOSE Golden Knights Tandem Jump Program (GK-T) Used to create excitement about the Army by providing tandem parachute jumps in support of Army public relations and accessions initiatives while generating quality leads for local recruiters. EMPLOYMENT Media Events National Targets Air Shows Sporting Events Speaking Teams 8 Parachutists Tandem Jump Categories CAT I (Nationally Recognized Figures) CAT II (Influencers at DoD & State Level) CAT III (Local VIP & Non-VIP Civilians) CAT IV (Show Site Influencers, Local Government, Government Service, and DoD)

70. 70 CHARARTERISTICS PURPOSE Silver Wings Parachute Demonstration Team (SW) EMPLOYMENT Ft Benning Airborne School Demonstration Team Performs parachute demonstration jumps across the nation and throughout the world supporting Army accessions efforts while generating quality leads for local recruiters by making demonstration parachute jumps and conducting presentations . International Events National Events Air Shows Sporting Events Support Accessions Through Speaking Teams Future Soldier Functions Jump Into Local Events Picture TBP

71. CHARARTERISTICS PURPOSE 101 st Parachute Demonstration Team (101) EMPLOYMENT 101 st Air Assault Division Parachute Demonstration Team Performs parachute demonstration jumps across the nation and throughout the world supporting Army accessions efforts while generating quality leads for local recruiters by making demonstration parachute jumps and conducting presentations . International Events National Events Air Shows Sporting Events Support Accessions Through Speaking Teams Future Soldier Functions Jump Into Local Events Picture TBP

72. Local marketing funds purchase Printed material Government Printing Office (GPO) – A wide variety of printed products and services are available through GPO. A list of all GPO offices nationwide can be found at www.gpo.gov/customerservices/offices Requires the Standard Form 1 (SF1) to procure printing

73. Local marketing funds purchase Document Automation and Production Service (DAPS) – is an entity of the Defense Logistics Agency. Functions much like a commercial business in that its operating expenses are funded solely by sales. Provides an online ordering service at www.daps.dla.mil Requires DD Form 282 to procure printing