Esrifamslms session 1 rc

130000R31MAR2011Rosemary Clark/(210) 808-0285/[email protected] UNCLASSIFIED SLIDE 1 OF 10

ESRIFAMSLMS… Decoding the Mystery of Marketing Research:

An Interactive Case Study ApproachPresented at:

IMCOM Marketing SymposiumApril 2011

By: Rosemary ClarkChief, Marketing Research and Analysis


Scenario

Need to analyze whether a new program will be successful in your market.

Information Sources:Environmental Systems Research Institute (Esri)Family Reporting System (FAMS)Leisure Market Survey (LMS)


Esri

Esri’s GIS (geographic information systems) mapping software helps visualize demographic and consumer spending data.

Esri reports can help marketing understand:• Demographic Profile of Area Population• Lifestyle and Life Stage Segments• Competitors by Industry & Location


FAMS

Located in the Army Community Service Staff System website, the Family Reporting System (FAMS) provides demographic reports based on DEERS data:

• 13 reports• Data updated quarterly• Can filter by criteria• View, export, print reports• Save report criteria


LMS

Leisure Market Survey provides garrison specific customer feedback on Family and MWR programs.

• Satisfaction• Importance• Interest


Assignment: Determine whether a new bowling birthday party designed for children ages 6-11 will be a successful program to implement at your installation.

Considerations:• Bowling center profile (Provided)• Number of children ages 6-11 in your market (FAMS)• Location of competitors (Esri)• Customer satisfaction data & interest (LNS2005)

Objective:Present a recommendation to either IMPLEMENT or DECLINE.

Case Study: Bowling Birthday Party


Case Study Instructions

• Open packet to reveal market• Complete worksheet

• FAMS• Sponsor’s Children by Age Report• Sponsor’s Children by Gender Report

• Esri• Custom map• List of area bowling center competitors (spreadsheet)

• LNS2005• Garrison report excerpt: Bowling Centers

• Local Factors• Bowling center facility• Leadership support• Other factors


Debrief Case Study

IMPLEMENT or DECLINE?• Group 1 – Fort Hood• Group 2 – Yuma Proving Ground• Group 3 – Fort Leonard Wood• Group 4 – Fort Detrick• Group 5 – Heidelberg• Group 6 – Carlisle Barracks

What other uses can you think of for FAMS or ESRI?


FAMSRegister for access on ACS Staff Website

EsriFor custom reports contact: George BreznySenior Research [email protected]

Leisure Market Survey 2011• Survey instrument is being revised to reduce length and incorporate more

garrison custom questions • Centralized survey sampling and distribution• Survey fielded August/September 2011• Results will be available on web interface for garrison access and query

For More Information


Understand how to apply secondary research data from Esri reports with FAMS demographics to conduct marketing research on potential new programming or sponsorship opportunities.

QUESTIONS?

Summary

Business

Esrifamslms session 1 rc