UREP Briefing to Garrison Commanders Conf Atlanta GA

1
INFORMATION BRIEFING
Purpose To provide workshop participants
with information on the UFM Marketing
Communications Plan.
2

• Agenda
• UFM Defined
• Challenges
• Objective
• Management Considerations
• Concept
• Target Audiences
• Plan Components
• Timeline
• Conclusion

3

• UFM Defined
• UFM is the merging of appropriated funds (APF)
  and nonappropriated funds (NAF) for the purpose
  of providing morale, welfare, and recreation
  (MWR) services under the NAF set of rules and
  procedures in order to facilitate
• Procurement of property and
• services for MWR.
• Management of employees to
• provide the programs.
• Financial reporting and management.
• UFM is an Army-wide MWR initiative that
  complements structural changes of Installation
  Management Agency (IMA) implementation.

4

• Challenges
• During Fiscal Year 2005, IMA and CFSC are
  conducting 5 pilot sites as precursors to the
  Army-wide Implementation of UFM.
• Current guidance emphasizes CONUS conditions.
• To ensure success and to allay concerns, we need
  a mechanism for wide dissemination of UFM
  information across the Army MWR workforce.

5

• Objective
• Provide consistent, accurate, and timely
  information on UFM and the implementation plan
  throughout the Army in order to
• Promote a full understanding of the UFM process
  and implementation plan.
• Assist in successful implementation of initiative.

6

• Management Considerations
• UFM is a long term initiative.
• UFM teams budgets are extremely limited
  (original plan was to implement UFM with little
  or no incremental cost to the Government or NAF
  systems).
• Target audiences are diverse with potentially
  different interests and priorities.
• UFM teams have limited understanding of all the
  implications associated with implementing UFM
  overseas.
• Army Plan approved by IMA and CFSC leadership may
  cause conflicts in priorities for functional
  proponents and staff.

7

• Concept
• Using existing public affairs, management tools,
  and marketing media avenues, develop and
  institutionalize a UFM communication plan to
  reach specifically targeted audiences.
• Plan components
• Information packages designed for specific target
  groups.
• Routine quarterly updates to audience.
• Monitoring and feedback procedures and control
  mechanisms in place to allow for timely
  adjustments to plan.
• Leadership endorsement and support.
• Simple to follow, easy to control.

8
Target Audiences

• Group II
• IMA HQ/CFSC Leadership
• IMA Regional Directors, MWR Chiefs
• IMA Garrison Commanders
• IMA Regional/Garrison Resource Managers, Other
  Directors (DOIM, DOL, DPLO)

• Group I
• Secretariat
• Key ARSTAF Elements
• IMA MWR Board of Directors
• ACSIM

• Group III
• IMA Garrison MWR Directors
• Division Chiefs
• MWR Workforce
• Special Interest Groups (e.g., Unions, Civilian
  Personnel Operations Center, Civilian Personnel
  Advisory Center, Management Employee Relation,
  Equal Employment Opportunity)

9

• Target Audience - Group I (Secretariat, ARSTAF,
  IMA/MWR BOD, ACSIM)
• Identify key individuals and offices to serve as
  liaisons between UFM teams and target audiences
  (CFSC-FM-Lead UFM Teams-Assist).
• Circulate information packages to appropriate
  Secretariat and ARSTAF offices (CFSC-FM-Lead
  CFSC-PA and CFSC-SP-Assist).
• Continue briefing ACSIM on UFM (ACSIM Objective
  36) (CFSC-FM).
• Provide routine quarterly update to
  Secretariat/ARSTAF personnel (CFSC-FM).
• Continue updates through IMA/MWR BOD process
  (CFSC-ZA/IMA HQ).

10

• Target Audience - Group II (IMA/CFSC HQ, IMA
  Regional Directors, MWR Chiefs, and Staff,
  Garrison Commanders and Staff)
• Maintain in progress review with IMA/CFSC
  Leadership (CFSC-FM/IMA Ops).
• Provide input for routine IMA video
  teleconferences and leadership notes.
• Provide information packages to IMA Regional
  Directors (CFSC-FM).
• Develop and produce UFM articles and brochures
  for targeted distribution to various audiences
  (CFSC-PA/CFSC-SP Marketing-Lead UFM
  Teams/IMA-Assist).
• Prepare UFM information packages to be
  distributed at other IMA/MWR workshops and
  conferences (CFSC-FM).
• Incorporate standard UFM presentation into
  General Officer Installation Commander course at
  the MWR Academy (CFSC-HR).
• Monitor results and adjust plan as required
  (CFSC-FM).

11

• Target Audience - Group III (MWR Directors,
  Division Chiefs, Workforce, Special Interest
  Groups)
• Focus on Regional UFM workshops to initiate
  communication with target audience (CFSC-FM-Lead
  UFM Teams-Assist).
• Work with Civilian Personnel Advisory Centers to
  create appropriate vehicles for distributing
  information to workforce (CFSC-HR/CPO).
• Improve presentations for UFM Town Hall meetings
  (CFSC-HR).
• Expand web site (www.ArmyMWR.org) to allow for
  Questions and Answers (CFSC-HR-Lead
  CFSC-SP-Assist).
• Build plan for promotion and management of the
  site.
• Conduct annual surveys of MWR workforce to
  determine the reasons for status of APF to NAF
  conversions (CFSC-HR).
• Install feedback mechanism and adjust plan as
  required (CFSC-FM).

12

• Timeline
• 25 April 2005 Use first UFM workshop to test
  and solidify presentations for subsequent
  regional workshops.
• 29 April 2005
• Develop information packages for Groups I and II.
• Begin working with Public Affairs Offices to
  produce short media bursts.
• Begin working with Marketing to produce articles
  for Garrisons.
• May 2005 Continue working on detailed
  communications actions and tasks, and obtain
  IMA/CFSC final approval of plan.
• May 2005 Institute monitoring system.
• June 2005 Launch interactive UFM Question and
  Answer site for MWR Home Page.
• Quarterly In Process Reviews to Group I and II.

13

• Conclusion
• UFM provides opportunity to improve support to
  MWR operations.
• Pilot Phase may uncover new challenges.
• Keys for successful implementation are
• Research, Development, Test and Evaluation.
• Full disclosure of issues and options.
• Clear, consistent communication with all
  echelons.
• Commander, CFSC approve the plan 24 April 2005.