U.S. Military's Web Strategy

Chris Turnquist

U.S. Military’s Web StrategyHow They’re Winning on the Social Battlefield

Chris Turnquist

Chris Turnquist 2U.S. Military’s Web Strategy- How They’re Winning on the Social Battlefield

Accelerating Business Through Web Strategy™

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U.S. Military’s Web Strategy

Table of Contents

Part 1:World Class Marketing Plan4

Part 2:What are They Selling?7

Part 3:Messaging & Brand8

Part 4:Web Presence Strategy10

Part 5:Leveraging Social Media15

About Us17



World Class Marketing Plan Part 1 2 3 4 5

Having served in the Marine Corps for ten years as well as co-

founding and operating a web strategy company, I offer a unique

perspective on our military and its’ Web Strategy. The United States

has the world’s second largest military, after the People’s Liberation

Army of China, and has troops deployed around the globe. With an

“All Volunteer” military force of 1,454,515 people serving on active

duty and an additional 848,000 people in the seven reserve

components, I think most people would agree that the military’s

recruiting mission is of an epic scale compared to other

organizations.

Having one of the most challenging recruiting tasks of any

organization in America requires nothing less than an exceptional

marketing plan. The five branches of the military each have a distinct

military mission and therefore recruit a little differently. More

specifically, I would like to discuss why I feel the U.S. military is

using the internet to market more effectively than almost any civilian

corporation in the world.




Just like any other organization, it is first necessary to have a

thorough understanding of the military’s mission or business plan, in

order to develop an effective web strategy. Let’s take a brief look at

each branch of our military to gain a better understanding of their

role in providing our overall national security. I will be discussing the

Military Branches in order from largest to smallest.

*Special note – Although I served in the Marines and am somewhat

biased, I think it’s pretty amazing how the Coast Guard, as small as

they are, have such a big challenge in terms of their mission. Due to

the fact that they are the smallest branch in size, their recruiting

efforts don’t have to be nearly as aggressive as the other military

branches. Therefore, I won’t be discussing their recruiting website.

Also, their target demographic is typically a few years older than that

of its’ DOD counterparts. Their message is very much like that of a

civilian corporation rather than a military organization, “We’re

Hiring”, literally.

Part 1 2 3 4 5

World Class Marketing Plan




Part 1 2 3 4 5

Branch Size Mission

United States Army 1,090,000+

Preserving the peace and security, and providing for the defense, of the United States, the Commonwealths and possessions, and any areas occupied by the United States; supporting the national policies; implementing the national objectives; overcoming any nations responsible for aggressive acts that imperil the peace and security of the United States

United States Air Force 333,507

Responsible for the preparation of the air forces necessary for the effective prosecution of war except as otherwise assigned and, in accordance with integrated joint mobilization plans, for the expansion of the peacetime components of the Air Force to meet the needs of war

United States Navy 332,000To maintain, train and equip combat-ready Naval forces capable of winning wars, deterring aggression and maintaining freedom of the seas

United States Marine Corps 243,000Responsible for providing force projection from the sea, using the mobility of the United States Navy to rapidly deliver combined-arms task forces

United States Coast Guard* 91,915It is unique among the military branches in that it has a maritime law enforcement mission (with jurisdiction both domestically and in international waters) and a federal regulatory agency mission as part of its mission set

Data Sources: Wikipedia entries for Army, Air Force, Navy, Marine Corps, Coast Guard

World Class Marketing Plan


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

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

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

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

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



What Are They Selling? Part 1 2 3 4 5

What is the military’s product? What are they selling? They are

selling what would be considered by any expert in sales, the most

difficult product of all to sell, intangible benefits. Intangible benefits

such as self-discipline, motivation, honor, and pride of belonging to

name just a few. They are also selling the opportunity for higher

education, career training, leadership development, worldly

experience and travel.




After carefully analyzing each branch’s recruiting website, I was able

to identify differences in messaging that address each unique

demographic or target audience. The common demographic across all

the military branches, though, are eligible males and females

between the ages of 18 to 26 (approximately).

Over the past 200 years the military has been perfecting their

recruiting efforts and understand their customer audiences better

than most public corporations. But what I find particularly interesting

is how quickly the military has fully embraced the use of the internet

as an effective marketing vehicle and they have clearly put the pedal

to the metal! Most corporations, however, have been slow to adopt or

reluctant all together. More specifically, in regards to the use of social

media platforms to reach their target audience.

Part 1 2 3 4 5

Messaging & Brand


http://proteusdesignstudio.com/index.php/social-media-and-web-20.html





Part 1 2 3 4 5

On each branch’s website, you’ll notice how they have integrated

their T.V. commercial into the site providing maximum brand

awareness and increasing the effectiveness of its’ broadcast reach.

The following television commercial is an excellent example:

Messaging & Brand




One of the biggest sales objections that a recruiter faces are the

physical challenges that Boot Camp presents to a potential recruit.

Most young people are intimidated by the horrific stories they hear

about how Drill Instructors are constantly in your face screaming and

yelling. They are also apprehensive when it comes to facing the

extreme physical challenges like combat water survival, repelling

from a 50 foot wall, and racing over obstacle courses.

The second biggest challenge for all the branches is parental consent.

Many parents are apprehensive about the thought of their children

serving in the military. Each service has addressed this sales

objection with a special website geared just for the parents of

potential recruits. These sites are extremely easy to navigate and

answer all of the most common questions and concerns that most

parents have. All recruiting sites are also translated in Spanish as a

significant portion of the military’s prospective recruits are Spanish

speaking.

Part 1 2 3 4 5

Web Presence Strategy




The Army’s website is designed to appeal to high school students

both female and males. Their message is geared toward the young

adult that wants to develop the qualities that are in demand by

civilian employers. They are clearly advocating that the Army will

make you a stronger person. I would like to note that they have

cleverly left that interpretation up to the individual. In any case it can

only be construed as a positive benefit that will result from becoming

a U.S. Soldier.

The Army’s site has one of the most advanced features I have ever

seen on a website, the "Ask SGT STAR" feature. It is a database

driven application that allows the visitor to ask a virtual Soldier any

question that would typically be asked by a prospective recruit. What

a powerful database! It answered every question I asked ranging

from pay to duty station preferences. It even addresses questions on

family housing and includes a sample floor plan. Most impressive!

Part 1 2 3 4 5

Web Presence Strategy – Army


http://www.goarmy.com/index.jsp

http://www.goarmy.com/ChatWithStar.do





http://proteusdesignstudio.com/index.php/san-diego-web-based-content-management-systems.html





Approximately 20% of the Air Force population is female compared to

the Marine Corps’ 5%. This should not be surprising as the majority

of duties in the Air Force are combat-support and do not involve

direct combat. What is obvious from a customer demographics

perspective is that the website clearly represents diversity in terms of

race. Also, their website’s marketing message is clear in its appeal to

those who value continuing education.

When one thinks of the Air Force, the first thing that comes to mind

is cutting-edge technology. The Air Force’s recruiting site is probably

one of the most interactive on the internet. This site has countless

activities that engage and stimulate the interests of a young high

tech enthusiast. From video games that simulate piloting Unmanned

Aerial Vehicles to simulations that allow you to learn more about

training military working dogs, the Air Force recruiting website

delivers a user experience that is unparalleled in online marketing.

Part 1 2 3 4 5

Web Presence Strategy – Air Force


http://airforce.com/

http://www.airforce.com/games-and-extras/



http://proteusdesignstudio.com/index.php/search-engine-optimization.html





Many young people in high school are in a rush to grow up and be

viewed by friends and family as adults. I can’t think of a life decision

that requires more careful consideration than making a 4-6 year

commitment to serve your country in the military other than getting

married and having children. The Navy’s recruiting website is every

bit as impressive as the other branches.

The major feature that differed from the other sites and caught my

immediate attention, was an interactive area that connects directly

with the female demographic. It showcases women in the Navy and

allows the user to learn about the role(s) they have in the Navy. It’s

a very engaging experience that most likely dispels any apprehension

or concerns that a prospective female may have when it comes to

meeting the challenges associated with serving in a male dominated

military. This is an awesome feature and clearly illustrates the

importance the Navy has placed on internet marketing.

Part 1 2 3 4 5

Web Presence Strategy – Navy


http://www.navy.com/

http://www.navy.com/women/









Designed to appeal to the male, high school student, who is looking

for the ultimate challenge of self-discipline. Their message in itself is

a challenge and is aimed directly to a small target audience. The

Marine Corps needs candidates that are highly motivated and willing

to take the challenge of becoming a member of the World’s Most Elite

Fighting Force. It’s no surprise that only one in every one million

Americans claims the title, “United States Marine”. Can you tell I

served in the Marines?

The Marine Corps faces its’ biggest sales objection straight on by

providing one of the most incredible user experiences I’ve seen on a

website. They include excerpts of video taken from the recruits’

perspective while engaging in the most challenging activities during

training. They have the entire 12 weeks of Boot Camp broken down

on one, navigation friendly page. This user experience allows for the

visitor to see first- hand the challenges Marine Corps Boot Camp

Offers.

Part 1 2 3 4 5

Web Presence Strategy - Marines


http://www.marines.com/

http://www.marines.com/main/index/making_marines/recruit_training/marine-bootcamp











Part 1 2 3 4 5

Leveraging Social Media

Each branch of service is augmenting their online presence with

YouTube, Facebook, MySpace, and Twitter. They are benefiting from

the power that social media offers in spreading their message virally.

As a member of Facebook and a former Marine myself, I decided to

become a fan of the Marine Corps’ Fanpage. Within minutes, I was

bombarded by other fans asking me about my experience in the

Marine Corps.

Most of them are young people that haven’t reached the qualifying

age yet, but had already decided they are joining the Marine Corps. I

was surprised at the amount of questions they were asking in

regards to the Marine Corps. I think they were intimidated to talk to

the recruiter. This was a way for them to get their questions

answered without feeling pressured by a potential sales pitch.


http://youtube.com/

http://facebook.com/

http://myspace.com/

http://twitter.com/

http://www.facebook.com/pages/Marine-Corps-News/95583701669?ref=ts





http://www.facebook.com/marinecorps



Part 1 2 3 4 5

Leveraging Social Media

It just goes to show that your customers are going to talk about your product

with other people outside of your organization. Companies can benefit by

monitoring the conversation and learning about what concerns their customers

have in terms of their product. Once they have a better understanding of those

concerns, they will be better able to address them via the social platforms they

utilize.

There is no other marketing tool more powerful than word of mouth.

Conversations about your products by your prospective customers is your most

powerful marketing tool. The military is one organization that “Gets It” and

definitely participates in the conversation.




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