SOPs - Marketing


STANDARD OPERATING PROCEDURES (SOP)


NYARNG Marketing Department Watervliet, New York


MEMORANDUM FOR RECORD

Dated:  10 December 2013

Subject: NYARNG Marketing Standard Operating Procedures (SOP)



1. Purpose: The purpose of this Standing Operating Procedure (SOP) is to establish policy, procedures and responsibilities of the NYARNG Marketing Office.


2. References:

     a. NGR 601-1, Personnel-Procurement

     b. NGB Social Media Guidebook


3. Scope: This SOP applies to all personnel utilizing the NYARNG Marketing office.


4. Objectives:

     a. Provide direct advertising and marketing support to RRNCOs with the primary purpose of recruiting quality Soldiers, retaining MOS qualified Soldiers, and reducing first term losses.

     b. Develop and implement the advertising / marketing plan for the NYARNG based on three-tenet strength maintenance goals.

     c. Conduct state-level market analysis as a basis for the development of marketing strategies utilizing nationally supplied and locally obtained census reports and demographic data.

     d. Review national marketing and advertising strategies to develop State and local plans and budgets in accordance with a national plan.

     e. Attend conferences and seminars and provide advertising support to national and State Recruiting and Retention events as required.

     f. Plan, develop, and coordinate the production of state and local brochures, posters, banners, and other audio / visual materials including tailored national items.

     g. Maintain liaison with media outlets and, when appropriate, the RRNCO and Section Chiefs responsible for each.

     h. Place paid and unpaid advertising and public awareness materials in media that supports the NYARNG’s specific requirements.

     i. Coordinate and arrange for placement of outdoors and transit advertising.

     j. Develop and obtain promotional items for the RRC in support of the State and national advertising campaign.

     k. Advise and train RRC personnel in the development of target advertisements and preparation of news releases publicizing new enlistments, unit events, promotions, and IET completions.

     l. Coordinate marketing plans and efforts with NYARNG Public Affairs and other organizational command programs and personnel.

     m. Evaluate the effectiveness of State marketing efforts and materials by consulting with members of the RRC, develop proposals and recommendations for improvement and advise the RRC.

     n. Develop and maintain various social media sites to create public awareness, interest potential applicants in various opportunities, and advertise MOS vacancies within the NYARNG.


5. Responsibilities:

     a. Marketing NCO

          (1) Oversees execution of the entire NYARNG Marketing Program.

          (2) Provides marketing advice and support for the RRC and units within the NYARNG.

          (3) Purchases RRPI once approved by the purchasing committee.

          (4) Explores marketing strategies and trends to maintain “industry standard” quality publications and advertising.

          (5) Executes, monitors, and updates the NYARNG State Marketing Plan.

     b. MRT NCO

          (1) Supports various state recruiting and retention events using NYARNG Marketing state level assets.

          (2) Coordinates and liaisons MRT events between the RRNCO and event POC.

          (3) Maintains and distributes the MRT Event calendar.

          (4) Maintains, operates, and performs preventative maintenance on all MRT equipment and vehicles.

          (5) Assists RRNCOs with identifying potential recruiting and retention events within New York State.

     c. Marketing Staff

          (1) Supports the Marketing NCO with production and /or use of advertising materials for event promotion.

          (2) Publishes a monthly Marketing Newsletter. The newsletter will be distributed statewide to all members of the RRF, and will contain highlights of current events and updated information of marketing happenings.


6. Printing Procedures:

     a. A well-conceived and carefully executed advertising program is a vital part of the NYARNG accession system. It enables the NYARNG, at a reasonable cost, to contact prospect and give them compelling reasons to contact a RRNCO. A well-executed program will also elicit the assistance of parents, teachers, and other influencers by providing them information about NYARNG opportunities and options.

     b. The NYARNG Marketing office will design, print and assist in marketing production materials for the entire Recruiting and Retention Command. All printed materials will be printed to the capabilities of printers and availability of supplies.

     c. The NYARNG Marketing office has the capability to print advertisements, banners, posters, flyers, tear-offs, business cards, identification tags, plaques, trophies, and certificates. Other printed material, such as special or custom projects, will be contracted to local print outlets, as needed.

     d. All printing requests will be submitted by utilizing the “Printing Request Form”. The form may be filled out either digitally or hard copy, and is found on the Marketing CD and now on the new online marketing store. All printing requests will be processed in the order they are received. “While-you-wait” printing requests will not be accepted.

          (1) RRNCOs submit the printing request form to their NCOIC for approval. Once approved by the NCOIC, the printing request will be forwarded to the Marketing NCO for final approval.

               a. If the printing request is denied, the Marketing NCO will explain the reason in the section marked “Marketing Use Only” and return the printing request form to the NCOIC.

               b. If approved, the Marketing NCO will assign the task to a member of the marketing staff for completion. Once complete, the Marketing NCO will notify the Company Supply NCO and area NCOIC to coordinate pick-up or delivery of printed materials.


7. Event and Print Requests:

     a. The NYARNG Marketing office assists the NYARNG RRF by paying for event/booth space and printed advertisement requests. If requesting funding by the Marketing Office, the “Event / MRT Request Form” must be completed. An invoice or proposal must be attached to all event request and printed advertisement forms. Payment of event or advertising costs will be coordinated by the Marketing NCO.

          (1) RRNCOs submit the ‘Event /MRT Request Form’ to their NCOIC for approval. Once approved by the NCOIC, the Event / MRT request will be forwarded to Company Leadership for approval. Company Leadership approval authority may only be determined by the CDR or 1SG.

          (2) If either the NCOIC or Company leadership denies the request, the ‘Event / MRT Request Form’ will be returned to the RRNCO without action.

          (3) If ‘Event / MRT Request Form’ is approved by Company Leadership, it will then be forwarded to the Marketing NCO for final approval.

          (4) If the Event / MRT request is denied, the Marketing NCO will explain the reason in the section marked “Marketing Use Only” and return the printing request form to Company Leadership.

          (5) If approved, the Marketing NCO will log the event, and submit for payment through appropriate channels.

          (6) The Marketing NCO will notify respective commands once the event has been paid and completed.

     b. An After-Action report must be completed and forwarded through leadership channels after every paid event within 5 days. A copy of the After-Action Report can be found on the marketing CD.


8. MRT and Event Support:

     a. RRNCOs wishing to obtain MRT support during an event, may request its use from the NYARNG Marketing Office. To request the MRT, the “Event / MRT Request Form” must be completed.

          (1) RRNCOs submit the ‘Event /MRT Request Form’ to their NCOIC for approval. Once approved by the NCOIC, the Event / MRT request will be forwarded to Company Leadership for approval. Company Leadership approval authority may only be determined by the CDR or 1SG.

          (2) If either the NCOIC or Company leadership denies the request, the ‘Event / MRT Request Form’ will be returned to the RRNCO without action.

          (3) If ‘Event / MRT Request Form’ is approved by Company Leadership, it will then be forwarded to the Marketing NCO for final approval.

          (4) If the Event / MRT request is denied, the Marketing NCO will explain the reason in the section marked “Marketing Use Only” and return the printing request form to Company Leadership.

          (5) If approved, the Marketing NCO will log the event and notify the MRT NCO.

          (6) All approved MRT events will be annotated on the MRT Events Calendar, which will be disseminated to the RRF weekly.

          (7) The MRT NCO will contact the RRNCO and event POC to discuss event coordination and obtain any additional information.

     b. An After-Action report must be completed by the requesting RRNCO and MRT NCO and forwarded through leadership channels after every MRT event within 5 days. A copy of the After-Action Report can be found on the marketing CD.


9. Point of Contact:  SSG Clare Gorham, Marketing NCO / Phone: 518-598-9420 / Email: clare.h.gorham.mil@mail.mil