W912CM-20-Q-0007_Attachment_4_FY20_ICE_Marketing_Plan.pdf

Attachment 4

Fiscal Year 2020 ICE Marketing Plan

1. Background. For any strategic plan to be successful there must be the implementation of a specific marketing plan. The ICE System is our primary method of receiving feedback directly from our customers.

ICE is a customer relationship and feedback-management process that empowers customers supported by

USAG Wiesbaden and supports the improvement of Garrison wide customer service by delivering the

“Voice of the Customer” to the Garrison leadership, who in turn will utilize the feedback to prioritize and focus installation services. ICE is a key component to ensuring the Garrison Command synchronizes customer expectations with the programs and services rendered. Marketing of all aspects of ICE (customers and customer service representatives) is key to the success of the program.

2. ICE Marketing Goals and Objectives.

a) Assist directorate and division managers to better market ICE service to the overall population and target sectors.

b) Develop systems for continuous assessment (i.e., surveys, customer comments, etc.) and modification of processes as necessary and appropriate.

c) Encourage participation in the ICE system continuously.

3. Advertising: Execution of the marketing plan must essentially market ICE as a customer friendly system. The advertising assets listed below will be used to promote the ICE system:

1) MWR Assets (ACS email distribution list; ACS Newsletter; MWR marquees; brochure in all

MWR facilities); new ICE boxes & card holders in MWR Facilities

2) DHR – ICE info paper in ITC (In processing Training Center); ID & Passport, Reassignment and

Personnel action & Sponsorship Coordinator flyers promoting the ICE program; new ICE boxes;

3) PAO Assets – Message on USAG Wiesbaden web Site & Facebook promoting the ICE System encouraging customers to provide feedback; short article in Herald Union;

4) Command Group- Develop a draft letter for the Garrison Commander to send in mass email in order to promote the ICE program.

5) PAI- flyers/posters and other useful marketing tools and graphics; community events;

briefings/Staff Meetings; surveys; training classes; public service announcements; welcome packet brochures; ICE Article /Message on Facebook; new ICE boxes; Instructions to be placed on the side of any ICE Comment Card Boxes; Best SPM Award presented at All Hands; New

ICE SOP; ICE Business Cards;

Fiscal Year 2020 ICE Marketing Plan

October

ICE on Armed Forces Network (AFN)

Check and update ICE Marketing material in Building 1023

November

ICE mentioned in ACS newsletter

Message on FB

Check and Update Marketing Materials in Department Emergency Services (DES) facilities

ICE Marketing at Community Information Exchange (CIE)

December

Develop and distribute ICE Business Cards

ICE marketing at Job Fair

ICE stream on AFN

ICE at sponsorship rodeo

January

ICE message on Garrison Facebook (FB)

Check and update Marketing Materials in Department of Public Works (DPW) facilities

February

ICE Marketing at Community Information Exchange (CIE) Event

March

Check All ICE Boxes and update ICE Marketing at Service Providers

ICE on FB

Check and Update Marketing Materials in Directorate Family Morale Welfare Recreation

(DFMWR) facilities

April

Check All ICE Boxes and update ICE Marketing at Service Providers

May

Article Herald Union

Check and Update Marketing Materials in Directorate Human Resources (DHR) facilities

ICE Article on FB

June

ICE at retiree appreciation day

July

August

September