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Amanda Cirone Gamal Helmy Dickson Hong Jon Jung Rosemma Laurence Xin Zhen

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Army Recruitment History & Trends

•  The US Army Celebrates its 235 year

anniversary this June after being created to fight for American freedom during the American Revolutionary War.

•  Men were drafted to fill vacancies in the Army

from 1948 to 1973.1

•  Today, the Army is based solely on voluntary enlistment.

•  Average age of a new Active-duty Army recruit is 21.7

•  In 2008, 52% of recruits were under the age

of 21

1. "Background of Selective Service: US Military." 2010. http://usmilitary.about.com/od/deploymentsconflicts/l/bldrafthistory.htm (accessed April 9, 2010).

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Core Values

The Army follows seven core values: •  Loyalty •  Duty •  Respect •  Selfless Service •  Honor •  Integrity •  Personal Courage

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Target Audience Analysis: Millennial Generation

•  Age 18-24 •  Highly independent •  Tech savvy •  Enjoy reading magazines regularly •  Prefer to watch either comedy

shows or music networks such as MTV, VH1, or BET

•  Concerned about their future •  Highly brand conscious and

influenced by friends

2. Mediamark Internet Reporter. Mediamark Research, Inc. (Fall 2008). Media (accessed on April 19, 2010) from MRI Mediamark database: http://www.mriplus.com. http://pacelubin.qualtrics.com//SE?SID=SV_1ND4KM4y8EmVzHC&SVID=Prod

Jon Jung

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Secondary Target Audience Analysis: Baby Boomers

•  Age 45-54 •  Hardworking people who are

concerned about their families •  Prefer non-textual information •  Would rather interact with their

media or have some involvement •  Look for straight forward information •  Challenge authority •  Uses Facebook.com

3. Mediamark Internet Reporter. Mediamark Research, Inc. (Fall 2008). Media (accessed on April 19, 2010) from MRI Mediamark database: http://www.mriplus.com Study from the center for generational studies. 2008

Jon Jung

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Primary Research

•  The following responses are based on a survey conducted by JaG’rid:

–  70 % of respondents get approached less than once a year by Army

Recruiters –  40% aspire to be a business executive –  Less than 10% aspire to be a doctor, athlete, teacher, political leader or

lawyer –  32% desire a different career path than those listed above –  Over 15% agree that they look up to those who have served in the Army

5. http://pacelubin.qualtrics.com//SE?SID=SV_1ND4KM4y8EmVzHC&SVID=Prod

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Lifestyles Statements

4. Simmons Choices 3. SMRB (2008). General Lifestyle statements (accessed on April 19, 2010).

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Target Audience

Will (18-21 years old) Sue (22-25 years old)

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•  Target Problem: –  Broad and unfocused message

•  Key Insight:

–  The target audience wants to succeed in life but still needs to gain the attributes in life to do so.

–  They feel that they want more role models and there is one place that

has produced countless that our target audience can look up to: The Army.

Target Audience

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The Campaign

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Objectives •  To reinforce the Army’s mission statement while focusing on the needs and

wants of our age cohort •  To thrive as a leader in their chosen career path.

•  We have found out what the audience wants and we are going to give it to them via both highly targeted above and below the line advertising.

•  To increase awareness and interest in US Army recruitment and to see an

increase in recruitment of 5% within the next year. •  To break the stereotype that the army is a place that creates soldiers and start

focusing on the fact that the Army doesn’t just create soldiers, they create high potential leaders.

•  To increase awareness and interest in US Army recruitment among both our

target audience as well as their parents and key influencers.

6. http://www.army.mil/armybtkc/asf/mission.htm

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Budget Overview

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• Ad Production: • $400,000 per ad • 4 different ads • Total Ad Production Budget: $1,600,000

• MTV Video Music Awards: $600,000 • Superbowl:

• $2,500,000 per 30-second ad • 4 time slots • Total Superbowl Budget: $10,000,000

Total Broadcasting Budget: $67,800,000 • 52 weeks • 8 Stations • $60,000 per 30 second-spot Channels: • ESPN: 5 spots per week • MTV 2: 3 spots per week • Adult Swim: 4 spots per week • Fuse: 2 spots per week • TBS: 2 spots per week • FOX: 2 spots per week • NBC: 2 spots per week • CBS: 2 spots per week

Television Budget Breakdown

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Print Budget Breakdown • Maxim:

• $241,756 per page • 4 pages per issue • 12 issues • Total Budget: $11,604,288

• Rolling Stone: • $165,775 • 4 pages per issue • 12 issues • Total Budget: $7,957,200

• Teen Vogue: • $98,320 per page • 6 pages per issue • 10 issues • Total Budget: $5,899,200

• Game Informer: • $116,634 per page • 6 pages per issue • 12 issues • Total Budget: $8,397,648

• Blender: • $253,845 per page • 2 pages • 12 issues • Total Budget: $6,092,280

• Vibe: • $100,000 per page • 4 pages • 12 issues • Total Budget: $4,800,000

• GQ: • $143,681 per page •  6 pages • 12 issues • Total Budget: $10,345,032

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LEARN WHAT IT MEANS TO BE SOMEBODY GOARMY.COM

BE THE ROLE MODEL IN YOUR FAMILY GOARMY.COM

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Billboard

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Internet Banner

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Twitter

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Facebook

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Below The Line: Sponsorship with NASCAR™

* Cost about $20-$25million per season7

–  Set up interactive game outside of the race where people can play the Army’s video game “America’s Army”

–  Reaches a nationwide audience ages 35-442

–  Ryan Newman drives #39 car

7. Granillo, Larry. "NASA Should Look to NASCAR." 25 March 2010.http://www.bloguinoutsider.com/2010-articles/march/nasa-needs-to-look-to-nascar.html (accessed 21 April 2010). MRI/Simmons results

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Below The Line: Kings of Leon Tours with “America’s Army”

Nationwide tour with gaming tour traveling to 9 major cities across the United States allowing our target audience to compete against each other in their cities major sports stadium for a winner take all battle played in the jumbotron for a cash prize.

Army recruiters will be at the events in full force

talking to the target audience and getting them interested in Army life.

Winner of each city has a meet and greet with the

band Overall winner at final stop on tour attends the wrap

party, sits VIP with Kings of Leon and takes home a $10,000 cash prize.

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Below The Line: Emerging Media

We at JaG’rid feel that it is important to stay with current trends and not just fads, so we developed applications to be sold on the iTunes Store. The application will give people a look at surviving in the Army and uses our theme of the campaign, “Be Somebody”.

Apple iPad™

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Below The Line: One-on-One Recruiting

•  Pamphlets –  Army Recruiting stations set up in schools

•  High Schools •  Colleges

–  Sent out in mail to target audience

•  Army Recruiters give assemblies at schools –  Speaks to a larger crowd –  Set up tables in the lunch room where students

can speak to Recruiter personally

8. Granillo, Larry. "NASA Should Look to NASCAR." 25 March 2010.http://www.bloguinoutsider.com/2010-articles/march/nasa-needs-to-look-to-nascar.html (accessed 21 April 2010). MRI/Simmons results

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How We Will Measure Effectiveness

•  Plan to run survey again in a year and compare results to previous campaign objectives.

•  Compare recruitment numbers from previous year to current year through the quarterly reports.

•  Test consumers brand recognition and perceived values through a series of focus groups.

•  Analyze web traffic: did more people visit the website after the start of the new campaign.

9. http://tutor2u.net/business/marketing/promotion_advertising_effectiveness.asp

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Recommendations

•  Conduct more surveys

•  More sponsorships and events

•  Experience a Day in the Army Event

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Conclusions

•  JaG’rid has developed a highly motivating campaign for the United States Army Recruiting Office with the goal of increasing recruitment numbers.

•  We decided to broaden our target market from those ages 18 to 24 to include those ages 35 to 44, specifically the primary target parent’s age. We realized that at that age children still look to their parents for advice, so by informing them of all that Army has to offer will increase the likeliness of them signing up as a recruit.

•  Through our primary and secondary research we discovered that our primary targets have a want and need to better themselves and achieve leadership roles in the careers of their choice.

•  JaG’rid feels we have demonstrated a potentially highly prosperous campaign, bringing in large recruiting numbers for the upcoming year. By referring to the research conducted and using that in our commercials, print ads, billboards, internet usage, and sponsorship events, the Army Recruiting Office will be able to find new recruits who WILL Be Somebody.

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THANK YOU