det internal recruiting presentation

Develop America's Airmen Today ... for Tomorrow

Air University: The Intellectual and Leadership Center of the Air ForceIntegrity - Service - Excellence

We make a difference…We make a difference…

one student at a timeone student at a time

The Intellectual and Leadership Center of the Air ForceThe Intellectual and Leadership Center of the Air Force

AFROTC AFROTC DetachmentDetachment

Internal Recruiting Internal Recruiting

Lt Col Dave JefferyLt Col Dave Jeffery

Oregon State UniversityOregon State University



Overview

• Marketing/Recruiting Doctrine

• Marketing Definitions

• Marketing Applied to AFROTC Recruiting

• Marketing Four P’s

• ROTC Adjusted Four P’s

• ROTC Product is Opportunity, Opportunity, and Opportunity

• Applebee's America and the three C’s

• Connections

• Community

• Civic Engagement

• NCAA Football Recruiting Discussion Video



Overview cont…

• Internal Det Recruiting

• Det Advertising

• Det Sales Promotion

• Det Promotional Education

• Det Publicity

• Det Brand

• Det Personal Selling (Human Connection)

Additional information when printed as notes pages



Marketing

• Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and services of others.

• Marketing is used to create the customer, to keep the customer and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management

Source: http://en.wikipedia.org/wiki/Marketing



ROTC Marketing

• ROTC Mission: Develop quality leaders for the Air Force

• ROTC Efficient Recruiting: Interest the qualified do not qualify the interested

• A more applicable use of marketing by replacing the words “Marketing” and “customer”

• AFROTC Detachment recruiting is used to create the highly qualified prospect, to keep the highly qualified cadet and to satisfy the needs of a highly qualified future leader for the Air Force



Marketing Four P’s

• Product: Specifications of the actual goods or services, and how it relates to the end-user's needs and wants

• Price: Need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention

• Placement (or Distribution): This refers to how the product gets to the customer

• Promotion: Includes advertising, sales promotion, including promotional education, publicity, and personal selling. Branding refers to the various methods of promoting the product brand

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/End-user

http://en.wikipedia.org/wiki/Pricing

http://en.wikipedia.org/wiki/Placement

http://en.wikipedia.org/wiki/Distribution_(business)

http://en.wikipedia.org/wiki/Promotion_(marketing)

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Sales_promotion

http://en.wikipedia.org/wiki/Promotional_education

http://en.wikipedia.org/wiki/Publicity

http://en.wikipedia.org/wiki/Sales

http://en.wikipedia.org/wiki/Branding

http://en.wikipedia.org/wiki/Brand



Marketing Four P’s

• These four elements are often referred to as the marketing mix, which a marketer can use to craft a marketing plan.

• The four Ps model is most useful when marketing low value consumer products. Industrial products, services, high value consumer products require adjustments to this model. Services marketing must account for the unique nature of services.

Source: http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Marketing_mix

http://en.wikipedia.org/wiki/Marketing_plan

http://en.wikipedia.org/wiki/Services_marketing

http://en.wikipedia.org/wiki/Marketing



ROTC Adjusted Four P’s

• Product: Opportunity• Price: Air Force Core Values (T-107 Ch: 16)• Placement or distribution:

• Your University and HQ ROTC Scholarships• Purpose of scholarships? “is to hook them!”

• Promotion: or Internal Det Recruiting • Det Advertising• Det Sales Promotion• Det Promotional Education • Det Publicity• Det Brand• Det Personal Selling (Human Connection)








ROTC Product

• Excellence attracts excellence!• Opportunity to associate and affiliate with other students who pursue

integrity and excellence• Opportunity to build a resume full of experience before you graduate

collegeLLAB and Cadre Mentorship/networking

Supervisory skills and trainingProject management and program leadership

AAS lead community serviceCAP to experience flying trainingProfessional Development Training and Travel

• Opportunity for post college career and experience• Opportunity to serve the nation…Fly Fight and Win in Air Space and

Cyberspace!



Applebee’s America

• Help 21st Century American leaders think anew about the people they serve, despite an increasingly multiracial society

• Since 1990’s key to winning hearts, dollars, and vote of American public are the “three C’s”• Connections• Community• Civic Engagement

• Too much info, Americans rely more on “gut instincts” • Americans seek a second home• Americans need for belonging and sense of purpose



College Football Recruiting

• ESPN College Game Day 2007 Discussion on Big Football Programs in Trouble

• Look for Concepts: Product and 3 C’s• Specifically look for:

• Opportunity to create a Legacy (make a difference)• Opportunity to gain experience in college• Opportunity after College • Importance of human connection• Importance of confidence in Coaches to help prospects achieve

goals• Good Citizens for Tier two (“Not the best players but the right

players” Coach Herb Brooks, 1980 USA Olympic Hockey)



ESPN College Game Day 2007



College Football Recruiting

• Notre Dame: Value of Degree and the Name Carries Presence

• Nebraska and Texas A&M : Relationships and confidence with coaches

• Desmond Howard: Opportunity to create a legacy• Lee Corso, Indiana: Tier two program find really

good players and citizens not being recruited by tier one programs and win 70% of the time

• Kirk Herbstreet: Opportunity to play now and Opportunity to get to the next level



Det Internal Recruiting

• Product: Opportunity• Price: Air Force Core Values (T-107 Ch: 16)• Placement or distribution:

• Your University and HQ ROTC Scholarships• Purpose of scholarships? “is to hook them!”

• Promotion: or Internal Det Recruiting • Det Advertising• Det Sales Promotion• Det Promotional Education • Det Publicity• Det Brand• Det Personal Selling








Det Advertising

• Advertising 101• Attract Attention to the Advertisement• Just enough Info to Prompt Action• Means for Easy Action

• None of us are SME’s, Do not recommend building• Hobby Shop Advertisements• Home or Student Video’s

• Recommend KISS: Copy other AF Ads and just add local contact information

• AF and HQ AFROTC provide plenty of well researched and professionally produced materials

• www.afrotc.com, www.dosomethingamazing.com

http://www.afrotc.com/

http://www.dosomethingamazing.com/



Det Sales Promotion

• Definition: People are given an incentive to buy, but this does not build customer loyalty. • A major drawback of sales promotion is that it is easily

copied by competition. • It cannot be used as a sustainable source of

differentiation. Source http://en.wikipedia.org/wiki/Marketing

• College Fair Tables • High School Visits• Scholarships• University Financial Incentives



Det Promotional Education

• Entire AS 100 Curriculum• Encourage “toe dippers” to register for this easy class• Instructor needs to engage and instill student confidence

(First exposure to Coaching Staff)• Curriculum easily relates to Applebee’s America “3 C’s”

• Leverage ALO’s• Synergistic LLAB, Drill Team, AAS, CAP Activities

• Cadets recruiting Sqdn Coord--work smart not hard• Make sure Cadets are aware of the recruiting aspect of

all public activities• Someone is available to answer observers questions• Have promotional materials available



Det Publicity (Free)

• Home Town News Releases for all cadet accomplishments (New 2009 for Det 685)• Enlistment, Scholarships, Promotions, Awards, FTU, PDT,

CAP Completion, AFSC Selection…• Required Opportunity for Commissioning

• Co-op with University Communication Dept • Guest Speakers, Co-sponsor with College Depts• Any Significant Cadet Success• Cadet Parades, Ceremonies and Det Success• Utilize Vet Orgs, AFA, NASA and other newsletters to

create word of mouth “buzz”



Det Brand

• Brand Defined: A name, term, design, symbol, or other feature that distinguishes your Det from competition. • A brand is more than a name, design or symbol. • Brand reflects personality of the company which is

organizational culture.

• Every Det has a unique culture!• Culture includes your heritage• Culture heavily influences student experience

• Grow your Det just like spiritual organizations grow• Brand your Det on human experience/opportunities• Brand Differentiation http://www.avsgroup.com/services/brand_analysis.asp



Det Personal Selling

• Sales Promotions , e-mail and phone calls are to get a prospect to visit Det (physically or virtually)

• Prospect first impression upon inquiry is important• Most important prospect is the one in front of you• Lead the visitors experience• Maximize use of their five senses • Establishing human connection(s) = success!

• Tell your personal AF and AFROTC story• Describe your Det’s brand, story and heritage• Discuss your Det’s student experiences

• Have students greet all unknown persons in Det!!



Human Connection

• Secret to Establishing a Human Connection• Ask yourself: “Why should someone follow me?”

• Will you help me?• Do you care about me?• Do I trust your character and knowledge?

• Building Rapport• Smile (when you are talking on the phone too)• Shake hands• Demonstrate a true personal interest

Source: 1Lt Brenden McLean, Det 685, Unit Admissions Officer541-737-6285



ROTC Human Connection

• Understand that cadets are true volunteers and not Air Force members yet• On active duty we can not quit and must resolve our

personality conflicts• In ROTC non contracted cadets can quit the next day• Typical 16-20 year old resolves personality or relationship

conflicts by quitting “out cast/do not mesh” • Criticize with a smile and provide hope for the future• Use Positive-Negative-Positive approach • AFROTC Product: Be a friend to somebody, AF

image is more important than Det production

Source: 1Lt Brenden McLean, Det 685, Unit Admissions Officer, 541-737-6285



Det Personal Selling

• Last slide contained all emotional/intangible information “gut instinct”

• What was missing form the last slide?• Save all the tangible, quantifiable, analytical or business

discussion for last• As a minimum mix in the tangible while leading the prospect

through the intangible benefits of ROTC• Ask the prospect if they are ready to sign up• Only discuss those business aspects required to effectively

qualify, close and retain the prospect• Always use feature then benefit to prospect format• Continue to include intangible features and benefits• Ask the prospect if they are ready to sign up



Myth Busters

• It is not about money for college, future pay, free medical , 30 days vacation or retirement…• These concepts are attention steps and validation fodder

to the prospects family and friends• $25K discretionary scholarship money is not effective for

recruiting, but has some effect on retention• AFROTC can compete against other services even

though they have more scholarship money• Air Force’s housing or quality of life is not better than

the other services (remember 3 C’s)• Negative marketing is not effective long term!• Negative marketing reduces human connection(s)



Conclusion

• Marketing/Recruiting Doctrine

• Marketing Definitions

• Marketing Applied to AFROTC Recruiting

• Marketing Four P’s

• ROTC Adjusted Four P’s

• ROTC Product is Opportunity, Opportunity, and Opportunity

• Applebee’s America and the three C’s

• Connections

• Community

• Civic Engagement

• NCAA Football Recruiting Discussion Video



Conclusion

• Internal Det Recruiting

• Det Advertising

• Det Sales promotion

• Det Promotional Education

• Det Publicity

• Det Brand

• Det Personal Selling (Human Connection)



The Intellectual and Leadership Center of the Air Force

We Make A Difference …

One Student at a Time

One Faculty Member at a Time

One Idea at a Time

det internal recruiting presentation

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