Creative recipes for marketing to elusive Generation X Marines.

At over 11 times the size of Manhattan and with an active duty population that hovers around 45,000, the geographic challenges of efficiently and effectively marketing MWR programs to Camp Lejeune's population keep the MWR Marketing staff searching for better ways to communicate with and meet the needs of its customers. Department of Defense bans on purchasing off-base radio, television and newspaper advertising mean that these marketers must use on-base print media and off-base publicity as their primary sources of advertising. Their goal is often to generate positive word-of-mouth among a demographic group--18-29-year-olds, Generation X--with the lowest propensity in history to read a newspaper. In fact, 81.9% of the active duty population at Camp Lejeune falls into this electronic media-addicted demographic. Add to this the fact that 59.4% of this population group is unmarried and extremely mobile during holidays and weekends. All of these factors make gaining their attention and participation a major challenge.

To meet that challenge the creative staff of this marketing team works in tandem with the corporate sponsorship staff to widen the scope of available advertising opportunities. Through corporately sponsored advertising, Camp Lejeune's MWR marketing staff can reach the single Generation X marine through the powerful and pervasive media of radio and television. Off-base newspaper advertisements, generously supplied through a corporate sponsorship agreement with the Local newspaper, also help generate positive word-of-mouth.

Organized prize giveaways have proven valuable in gaining the awareness and action of Generation X customers. Their preference runs toward free premiums and deep discounts, offerings which enhance their leisure time activities. Round-trip airline tickets and athletic equipment are garnered through either corporate sponsorship or from other MWR facilities (vendors who supply the Marine Corps Exchange, MWR clubs, and/or MWR recreation facilities). Free premiums from sponsors and/or vendors (T-shirts, water bottles, or product samples) have a positive impact on participation in various athletic competitions and festivals.

Following are some of Camp Lejeune's most famous recipes for creating Generation X patron awareness, participation, and synergistic cross-promotion for as many MWR operations as possible.

Rodeo Fever

The Marlboro Championship Rodeo offers excitement and an opportunity for Xers to spend time with their cherished groups of friends. This is a fun and economical outing for the family market, as well.

Ingredients:

* Title sponsorship from Marlboro for a two-day Southern Rodeo Association-sanctioned event

* Additional media sponsorship from the local newspaper and country radio station

* Aggressive on-base marketing campaign, including pre-event barbeques in outlying camps, clubs promotions, and Marine Corps Exchange sales events'

* Eye-catching creative theme consistently used in all advertising and point-of-purchase displays throughout participating MWR facilities

* High quality food service at the rodeo(**)

* Special guest tent for sponsors

Yield:

* Attendance of just over 7,000 (over 60% of which were Generation X)

* Many happy Marines who enjoyed a professional rodeo and received a number of free premiums (T-shirts, lighters, etc.

* Satisfied sponsors who received special invitations to the rodeo and promotional events preceding it, and reserved eating and seating areas at the rodeo itself

Fun in The Sun

The Skoal Music Summer Beach Entertainment Series consisted of a weekly volleyball tournament (every Saturday morning) with prizes supplied by a title sponsor followed by a Live band at the adjacent Enlisted Beach Pavilion. Cash prizes were provided to tournament winners by a weekly entry fee of $10 per two-person team. Again, this event offered Xers the opportunity to interact with friends (many of whom were spectators) and brought the sponsor an opportunity to interact directly with its military customers.

(*) This ingredient requires a high level of coordination among all MWR facilities, so that events as diverse as a cigarette promotion at the Marine Corps Exchange can coincide in a meaningful way with western wear sales at the Base Tack Shop and cowboy look-alike contests at the clubs. Another key factor in this ingredient is to encourage sponsors to attend all rodeo-related events to see and interact with as many customers as possible. Marines enjoy this and sponsors see a direct relationship between the satisfaction levels of their customers (Marines) and their sponsorship efforts. (**) One way to gain additional revenues from an event like this is to market the food and beverage sates area as an attraction all its own. Offer menu items like Texas Barbeque Platter with real corn on the cob (or gritted corn) and baked potatoes. Another possibility is to offer free samples of real rattlesnake meat.