Horizons
Milmark Award Winner
Installation: 374 FSS, Yokota AB
Category: Content Marketing
Year: 2022
Campaign Summary
The Horizons magazine is a 36-page print publication that aims to highlight FSS employees, programs, events and activities.
The primary objectives were to bring a face to FSS by highlighting staff, become the primary driver of our advertising efforts, increase our social media and digital footprint.
The primary challenge was competing against the obstacles that came with Covid 19 and navigating a broad scope of information into a single publication each month.
Strategy was to combat unreliability with flexibility, by using the publication as a kickstarter to push the community to our webpage and social media platforms. Also educate and nurture the relationship between the community and Japan.
To further integrate into the community becoming a voice that can be outlet for them as well as the FSS facilities.
Several tactics were demonstrated, using QR codes, hashtags, and giveaways. These were done in effort to further enhance our campaign.
Horizons became a vehicle for growth for all our platforms, leading to an increase in page views, visits and interactions.
Relevance to Category (Content Marketing)
Horizons magazine strives not only to display Yokota’s incredible FSS, but to be a bridge between facilities and the Yokota community. It takes an interactive approach to marketing and creates conversation amongst its readers. The publication utilizes multiple forms of media to encourage reader interaction and gives a unique, behind-the-scenes perspective of FSS facilities through articles, interviews, spotlights and more.
Business Challenges & Campaign Objectives
The Horizons magazine is a 36-page print publication that aims to highlight FSS employees, programs, events and activities. Horizons is widely read and regarded as an accurate, reliable source of information, making it a popular marketing avenue for every FSS facility on base.
- We wanted to adhere to the FSS commitment of strengthening community through support, creating print space to highlight the employees that serve Yokota Air Base.
- Our goal was to see an increase in visits to our Facebook and webpages and create more opportunities for community interaction.
- Our aim was to see Horizons reach its full advertising potential. This requires constant collaboration with outside facilities to ensure accuracy and audience suitability of every advertisement.
- Featuring over 40 facilities, Horizons has a broad scope of information to solicit and organize while operating on strict, pre-approved deadlines.
374 FSS Marketing Team
Raymonde Townsend, Director
Eraina Burquez, Writer-Editor
Takeshi Toyama, Graphic Artist
Aya Okamoto, Graphic Artist
Masaru Yoshihara, Graphic Artist
Sara Dunn, Graphic Artist
Yoko Komiya, Commercial Advertising Manager
Shannon Hawkins, Office Clerk
Leslie Valencia, Social Media Manager
Makoto Arita, Reproduction Manager
Masanori Ohno, Offset Press Operator
Joshua Bell-Primm, Photographer
Insights & Strategy
- 2022 brought unique challenges to print publication and COVID protocol often left event information, dates and activities unreliable. It became clear that we needed to redirect reader traffic to digital platforms that could publish the latest updates.
- There is a high demand for ad space within Horizons. It was important to nurture that source of revenue while maintaining the focus of the magazine and prioritizing FSS facilities over outside businesses.
- Receiving feedback from facilities in a timely manner became a hurdle, so we wanted to streamline that process to better adhere to our print schedule and ensure that all 36 pages were consistent, cohesive and complete.
- As an overseas community, we wanted to honor the country hosting us and integrate Japanese culture into our publication.
Concept/Big Idea
Horizons used the perfect blend of traditional print, fresh technology and reader involvement to improve interactions and curate a sense of community. The submissions process is easily navigable by our facilities, our readers are featured in each issue and its combined physical and online distribution make it the most popular source for FSS news. As media becomes more reliant on digital space, Horizons has proven that it’s possible to integrate the comfort of print with the convenience of online platforms.
Activation/Tactics
- QR codes and listed links allowed readers instant access to sign-ups, updates and social media platforms.
- Calls to action on social media (and the use of #YokotaFSS) allowed for reader submissions to be featured in each monthly publication, including cultural experiences and photographs.
- Casting a wide net included distributing over 3,600 copies at 60 locations and making a digital version readily available online.
- All proofing and print deadlines were distributed to facilities at the beginning of the year and reminders were sent out routinely, giving every facility the chance to submit their events, programs and activities.
- The “Find the Fox” challenge encouraged readers to search every page to find the elusive Samurai Fox (our mascot) in order win a prize, motivating readers to view the magazine in its entirety.
Results
- QR codes and listed links allowed readers instant access to sign-ups, updates and social media platforms.
- Calls to action on social media (and the use of #YokotaFSS) allowed for reader submissions to be featured in each monthly publication, including cultural experiences and photographs.
- Casting a wide net included distributing over 3,600 copies at 60 locations and making a digital version readily available online.
- All proofing and print deadlines were distributed to facilities at the beginning of the year and reminders were sent out routinely, giving every facility the chance to submit their events, programs and activities.
- The “Find the Fox” challenge encouraged readers to search every page to find the elusive Samurai Fox (our mascot) in order win a prize, motivating readers to view the magazine in its entirety.
Brand Building
Each issue has created a pathway between readers, facilities and local culture. The magazine provides early access to sign-ups, the opportunity to be featured in a print publication and the chance to win prizes. Horizons has continued to draw the Yokota community in and keep it connected, proving that the 374th FSS truly is the “Best Serving the Best.”
374 FSS Marketing Team
Raymonde Townsend, Director
Eraina Burquez, Writer-Editor
Takeshi Toyama, Graphic Artist
Aya Okamoto, Graphic Artist
Masaru Yoshihara, Graphic Artist
Sara Dunn, Graphic Artist
Yoko Komiya, Commercial Advertising Manager
Shannon Hawkins, Office Clerk
Leslie Valencia, Social Media Manager
Makoto Arita, Reproduction Manager
Masanori Ohno, Offset Press Operator
Joshua Bell-Primm, Photographer
All 2022 MilMark Award Winners
Categories without winners did not have entries meeting the minimum score requirement. See the 2022 MilMark Awards Program Guide for more information about scoring and judging criteria.
| Category | Winner |
|---|---|
| Age-Specific Marketing | Design the Next Plane 412 FSS, Edwards AFB |
| Content Marketing | Horizons 374 FSS, Yokota AB |
| Creativity & Innovation | No winner selected |
| Digital, Social, or Mobile Marketing | No winner selected |
| FSS Brand Activation Marketing | The FSS Dollar 48 FSS, RAF Lakenheath |
| Spnsorship Experiential Marketing | In Plane Sight 773 FSS, JB Elmendorf-Richardson |
| Age-Specific Marketing | Design the Next Plane 412 FSS, Edwards AFB |
| Content Marketing | Horizons 374 FSS, Yokota AB |
| Creativity & Innovation | No winner selected |
| Digital, Social, or Mobile Marketing | No winner selected |
| FSS Brand Activation Marketing | The FSS Dollar 48 FSS, RAF Lakenheath |
| Spnsorship Experiential Marketing | In Plane Sight 773 FSS, JB Elmendorf-Richardson |
