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Army brand group draft 4 apr11
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8. PERCEPTUAL MAP AMONG 16-24 YEAR OLDS Physical (Combat likely, Dangerous) Ordinary, For Average Person For better educated and good for women Elite and high standards Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all
9. PERCEPTUAL MAPS—2008 FULL MAP AMONG 16-24 YEAR-OLDS Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all For better educated and good for women Ordinary, For Average Person Physical (Combat likely, Dangerous) Elite and high standards I could succeed there Trained by real leaders Never accept defeat Will never leave fallen comrade Qualities for success in life Builds personal strength Will never quit Military tasks drills Honor, loyalty, courage Strongest in the world Well-respected Technology Training Better job once I get out Offers interesting work Builds real leaders Send me to exciting places Ordinary Requires the most discipline Go where the real action is Requires courage bravery Feared as a fighting force Most dangerous jobs Good for women Has very high standards Low skill For an average person For the average person Elite Requires teamwork Always places mission first Requires being mentally tough Requires being physically tough I'd become a real expert in my field Best represents the US military Last resort Offers the most job specialties Likely to end up in combat Treats women fairly Treats minorities fairly Widest choice of roles Peace-keeping role Feels like a 'place' for me Occupational opportunities Educational opportunities Air Force Marines Army Navy
29. MARCHING ORDERS Army Outcomes An All-Volunteer Force of High Quality Soldiers, Civilians and Leaders Army Imperative Sustain the Army’s Soldiers, Families and Civilians Overarching Requirement Effectively and Efficiently Allocate and Use Resources to Build the Best Possible Force Campaign Objectives Man the Army & Preserve the All-Volunteer Force Goal The Army is seen as a valued, organization that Americans support, recommend and want to be a part of (consider joining) Objective Within three to five years create a successful Enterprise Brand Strategy Build Army Brand Equity, utilizing the results of the Brand Assessment study to create a bona fide Enterprise Brand Architecture (and messaging platform) Rationale A successful, Enterprise Army Brand allows the Army to achieve its goals with fewer resources. (Time, People, Money) Army Campaign Plan Strategic Marketing Plan
30. GREAT BRAND ARCHITECTURE BUILDS EQUITY AND MEANING IN THE ENTERPRISE BRAND Products Brands Time Brand Equity Sub-brands Build and draw equity
31. A BRANDING SPECTRUM House of Brands Highly consistent Highly differentiated Branded House Endorser Brands Highly consistent Hybrid Brands 1, 3, 5, 7
32. BRANDED HOUSE EXAMPLE: GE Businesses Business Units Corporate Brand/Enterprise Brand GE Commercial Finance GE Industrial GE Infrastructure GE Money GE Healthcare
47. MAJOR MILESTONES TODAY Gain alignment development of Enterprise Brand 4-6 months Conduct Enterprise positioning & value proposition research 2-4 months Finalize Enterprise messaging platform Within 8-10 months Go to market strategy for Enterprise Brand
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Editor's Notes
Pinnacle is a complete encapsulation of where recruiting needs to go in the 21 st Century. It is not just an extension of team recruiting, a new gadget or gimmick, or a new spin on an old idea. It is the best of all those as well as the best practices of our field force and industry, rolled into one holistic change program.
WINDOW OF OPPORTUNITY IS NOW Previous enlisted mission failures had an environment of below 6% national unemployment (projected for 2016). Focusing our efforts on 2015 gives us time and wiggle room to plan better. Risk of missing contract and accession missions will significantly increase Entering uncharted territory ; recruiting an all-volunteer force during a long-term war with an improving economy Need to develop value propositions for prospects for that 2015 window Need to develop an enterprise advocacy program for that 2015 window Need to watch decreases in walk-in traffic, ROTC college enrollments, FSTP volume, quality contracts Scenarios: Congressional Budget Office projections: unlikely, this is faster than any bull projection Historical Forecast: Looking back at unemployment and other economic factors, the current economic cycle would return to 5% in 120 months (10 years). At the high point (10% unemployment), the 5% would come in 2020. It takes several sustained quarters of 4% GDP growth (4 quarters consecutive of 4% gives you 1M jobs). We currently have a 3.2% GDP but only 1Q. Global insights is very similar to historical projections but it uses 11-diffent leading indicators and in the last 3-years been on par in their estimations.
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