Air National Guard

Increasing Awareness Through Digital Innovation.

Challenge
Limited brand awareness and recruitment challenges.

  • The Air National Guard faced a general lack of awareness, with only 2% of their target audience familiar with the organization.

  • Ongoing mission and unit changes required continuous adaptation of recruitment strategies.

  • Fiscal limitations constrained marketing and advertising capabilities.

  • Nationwide lack of youth propensity toward military service created recruitment obstacles.

  • The Guard needed a 90% retention rate across 50 states and four territories.

  • Recruiters required better tools and resources to manage programs and support end-strength goals.

Objective
Attract and recruit highly skilled, qualified applicants to meet accession goals across 50 states and four territories while maintaining a 90% retention rate. Specific goals included:

  • Increase brand awareness for the Air National Guard beyond the existing 2% recognition rate.

  • Create effective systems to capture and process qualified leads to fill vacancies.

  • Develop strategies to maintain a 90% retention rate.

  • Equip recruiting and retention personnel with tools and resources for managing programs.

Solution
LMO implemented a comprehensive strategy that transformed the Air Guard’s recruiting and retention efforts through digital innovation, localized advertising support and improved lead management systems.

  • Digital Transformation: We helped the Air Guard transition from predominantly non-digital campaigns to 100% digital campaigns, increasing programmatic ad buying to enhance tracking capabilities and optimize campaigns in real time. This ensured messaging reached the intended market and followed prospects through to accession.

  • Local Advertising Program (LAP): We developed and executed the LAP, enabling recruiters in 50 states and four territories to deliver localized marketing efforts that resonated with local audiences and featured local unit missions. The program maintained a consistent “look and feel” to elevate the nationally recognizable brand.

  • Targeted State Digital Campaigns: We launched a LAP State Digital buy that allowed states to “opt-in” to digital campaigns with targeted messaging, including prior service, non-prior service, health professionals and diversity. States could select plans that best addressed their critical vacancy needs and target audiences through geo-targeted digital marketing.

  • National Event Marketing Program: We created, managed and expanded the National Event Marketing program from professional career fairs to national partnership activations with major entities such as Spartan Race, Vans Warped Tour, Country Throwdown and Lucas Oil Motocross series. The ANG Mobile Experience offered prospects interactive opportunities to experience elements of ANG specialties and benefits.

  • Social Media Expansion: We developed a bold social strategy focused on visual content and fostering community engagement that encouraged current Airmen to share their experiences. LMO expanded the Air Guard’s social presence to Facebook, Instagram, Twitter and Tumblr, allowing them to engage with their 18-34 audience across multiple platforms.

  • Website Redesign and Enhancement: In December 2012, we launched a redesigned GoANG.com with a more engaging and user-friendly experience.

  • Lead Processing Center (LPC): We implemented a comprehensive system for collecting, processing, and prescreening all leads before assigning them to local recruiters. The LPC functioned as a secure data warehouse, storing campaign and lead data while allowing for integration across multiple systems and databases.

  • Multi-Channel Lead Capture: We established four primary channels for engaging with prospects:

    o   1-800-TO-GO-ANG phone line with trained agents for prescreening

    o   Live chat support through the website

    o   Request for information (RFI) forms with tiered response options

    o   Recruiter lead forms for capturing leads at local events

  • Retention Strategy: We developed a multi-channel approach to keep qualified Airmen in uniform, focusing on first-term and career members through:

    o   Print materials displayed during drill weekends

    o   A dedicated retention hotline (800-500-PRIDE)

    o   Personalized direct mail campaigns targeting members at key points in their service

    o   Enhanced online content relevant to current members’ needs

  • Administrative Tools: We developed the Recruiting and Retention Administration Website (Admin Center), housing tools to aid recruiters and retainers, including:

    o   ANG Recruiting and Retainer Directory

    o   LAP system and Event Tool

    o   State Status Card for performance tracking

    o   Strategic planning tools

    o   Training resources

    o   Operations funding tracking

    o   Creative library with pre-approved materials

  • Security Enhancement: We implemented comprehensive security measures, including multifactor authentication across all systems and servers and architectural improvements to segregate sensitive data from public-facing servers.

Results:

  • Successfully transitioned to 100% digital campaigns, enhancing tracking capabilities and real-time optimization.

  • Expanded social media presence across multiple platforms (Facebook, Instagram, Twitter, Tumblr).

  • Captured and engaged more than 50,000 new prospects through email marketing programs.

  • Implemented a comprehensive lead processing center that maximized recruiter efficiency by assigning only the most qualified leads.

  • Created a seamless integration across multiple systems and databases to provide comprehensive reporting.

  • Developed enhanced retention programs targeting critical first and second-term Airmen.

  • Established effective administrative tools that improved recruiter efficiency and program management.

LMO’s fluid approach and ability to seamlessly adapt to new requirements and goals helped the Air National Guard continuously improve and evolve its recruitment and retention efforts, positioning the organization for sustained success in meeting personnel objectives.