Army National Guard
Communicating a Dual Mission to a New Audience.
Challenge
Lack of awareness about the Army National Guard's dual military mission and declining recruitment numbers. Army National Guard faced difficulties communicating its unique dual military mission to 17–24-year-old prospects who were unfamiliar with the organization. Young adults were unclear about the dual mission, where members serve part-time to support federal security needs and respond to state-level emergencies. The Guard needed to appeal to diverse segments within the youth market, each with different priorities and benefit preferences. Recruitment strategies needed modernization to effectively reach young adults during their critical decision-making periods about their future.
Objective
Increase recruitment of new members by enhancing brand awareness and implementing a comprehensive marketing strategy that effectively communicates the Guard's unique value proposition. Component goals included:
Theater Advertisment Video
Solution
After conducting extensive research into the target audience's preferences and behaviors, our team implemented a multifaceted marketing approach that included various channels and tactics tailored to the diverse youth market.
Radio & Television Production: We wrote, produced and distributed the "Defining Moments" television and radio campaign to emphasize the Army Guard's service to country and community. Each spot featured young, Army National Guard members from multiple backgrounds reflecting on how particular domestic missions became life-changing moments. The campaign was distributed through the Non-Commercial Sustaining Announcement (NCSA) program, reaching radio and television stations nationwide in both English and Spanish.
Communicate the Army National Guard's dual military mission to 17–24-year-old prospects. Create a strong integrated advertising campaign showcasing how the Army National Guard offers part-time service to country and community. Develop targeted messaging that resonates with different segments of young adults. Maximize awareness and qualified lead generation through strategic media placement.
Soldier of Steel
Marketing Research: We conducted an audience segmentation study that identified four unique market segments within the Army Guard's target audience. This research revealed that benefit preferences vary based on current life situations, requiring diverse messaging strategies rather than a one-size-fits-all approach.
Brand Development & Creative Services: We redesigned and reenergized the National Guard brand, creating new design concepts and layouts for print, interactive and outdoor media while building upon the equity of the Guard's red, white and blue color scheme and American flag logo. We developed comprehensive style manuals to ensure consistent branding across national and state-level advertising efforts.
Media Planning & Placement: We deployed a strategic media mix to drive maximum awareness and qualified leads—combining youth gaming and student-athlete outreach, career and college targeting, a 360° Teen Vogue partnership (print, advertorials, digital, sponsorships), and a theater-focused campaign with Man of Steel to boost understanding of part-time service.
Social Media Strategy: Our experts developed a comprehensive social media program across eight major platforms (Facebook, Twitter, YouTube, Myspace, Instagram, Tumblr, Google+, Vine), offering prospects a way to explore and communicate with the Guard, showcasing soldier stories and providing a space for current and former soldiers to share authentic Guard experiences.
Direct Marketing: We executed a direct marketing program combining highly personalized email and direct mail. Our email engine delivered 3,200+ variable versions—thanking prospects, tailoring content, and connecting them to local recruiters. In parallel, national direct mail packages were timed to hit at key decision moments, generating prequalified leads for the Army National Guard’s Recruiting and Retention Force.
Successfully met annual recruiting and retention numbers throughout the campaign period.
90%
Increased Audience Reach Through Direct Mail
98%
Increased National Broadcast Reach Through NCSA Program
1000+
Total State-Specific Creative Executions Delivered
