Marketing Secretsfrom the

Army StrongCampaign

@DavidALee

The thoughts expressed in this presentation do not necessarily reflect the views and opinions of any of my employers, past or present.

Background

Personal• West Point graduate with degree in Economics• MA Degrees in Business, Strategy and Military Arts & Science• Key Assignments

– Battalion Commander– Strategic Planner for Chief of Staff, Army Initiatives Group– Secretary of Defense Corporate Fellow

• Ran the US Army Strong Campaign from April 2007 – Sept 2009• Retired US Army Field Artillery Colonel with 24 years of service

Background

Program Challenges• The US Army was engaged in the longest war since the creation of the All

Volunteer Force.• The popularity for the war was declining and influencers were taking a more

active role in discouraging youth from joining the military.• The annual enlisted recruiting goal for active and reserve was 106,500

Soldiers during both FY08 and FY09 due to a requirement from Congress to increase the size of the Army.

• The campaign lacked integration across advertising, digital and outreach divisions.

• Although our prospects were mostly online, the digital presence was not meeting their expectations.

Army vs. Marketing Planning

Same planning process different “weapons”

Campaign

Targeting

Strategy

Tactics

Effects Based Fire Support Planning

Task, Purpose, Method and Effects (Assessment)

Targeting Boards for Events

Synchronization = Integration

Military Decision Making Process

Intelligence

Research

Competitive Analysis

Who is our competition?

Do you see yourself as this person?

Fact or Fiction?

Joining the service is done as a last option.

Fact or Fiction?

Joining the service is done as a last option.

FICTION

7 in 10 American youth don’t meet the minimum eligibility requirements to join the service.

Fact or Fiction?

Youth from low income families make up the majority of those joining the Army.

Fact or Fiction?FICTION

Youth from families whose income is in the bottom 20% of America only represent 10.6% of those in service while families with incomes in

the top 40% of American families have 49.6% of their children 18-24 serving in the Army.

Youth from low income families make up the majority of those joining the Army.

Interesting Fact

The number of new Soldiers who have family or friends who are or have served was 3-5X the

national average.

So What??

It’s really about problem solving!

What is our problem?

We need to meet our recruiting

goals!

What is our problem?

We need to meet our recruiting

goals!

That’s notmy problem!

Here is the problem we had to solve…

How do we communicate the

Truth in Service

using messaging that is

Authentic and Verifiable?

Values of Employment

Economic

Attraction

Significance

Development

Personal

Social

The Army’s Positioning for Recruiting

Soldier's Purpose: A Soldier serves in the US Army and is committed to protecting the US Constitution.

Soldier’s Definition: A Soldier is strong (mentally, physically and emotionally), adaptive, confident and values driven.

Positioning Statement: Being a Soldier strengthens you today and for the future because the Army develops your potential through relevant and challenging training, shared values and personal experience. Soldiers consistently take pride in making a difference for themselves, their families and the Nation.

Don’t fight the last war

Blazing new trails is about taking risk

Avoiding the last “marketing” war?

Who do you benchmark against?

The OODA Loop

Can Social Media allow us to get inside our competitions OODA Loop?

Best Social Media Case Study in the US?

Social Media ain’t new, but the tools are!

Goals of Declaration• Get reluctant colonists on board• Explain colonists views on government to the King• List colonists grievances with the King to justify their actions• Encourage foreign nations to help

One more thing on Social MediaDo your employees internalize

your message?

Social Media – Who are your Rock Stars?

Train as you fight!

Training = Experience

End Result

• Reduced cost per contract• Met/exceeded objectives• Increased quality of candidates• Army Strong being used throughout the Army

DavidALee.com

Questions