U.S. Military's Web Strategy

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

Chris Turnquist

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

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E-book written by Chris Turnquist
Contact Chris at cturnquist@proteusdesignstudio.com

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Accelerating Business Through Web Strategy™

Table of Contents

4 Part 1:
World Class Marketing Plan 10 Part 4:
Web Presence Strategy

7 Part 2:
What are They Selling? 15 Part 5:
Leveraging Social Media

8 Part 3:
Messaging & Brand 17 About Us

U.S. Military’s Web Strategy

Part 1 2 3 4 5

World Class Marketing Plan

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.


Part 1 2 3 4 5


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


Branch Size Mission

Preserving the peace and security, and providing for the defense, of the
United States, the Commonwealths and possessions, and any areas occupied
United States Army 1,090,000+ 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

Responsible for the preparation of the air forces necessary for the effective
prosecution of war except as otherwise assigned and, in accordance with
United States Air Force 333,507
integrated joint mobilization plans, for the expansion of the peacetime
components of the Air Force to meet the needs of war

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

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

It is unique among the military branches in that it has a maritime law
United States Coast Guard* 91,915 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


Part 1 2 3 4 5

What Are They Selling?

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.


Part 1 2 3 4 5

Messaging & Brand

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

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:


Part 1 2 3 4 5

Web Presence Strategy

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 – Army

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 – Air Force

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 – Navy

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 - Marines

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


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.


Part 1 2 3 4 5


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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U.S. Military's Web Strategy

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