WINDOW OF OPPORTUNITY IS NOWPrevious 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 increaseEntering uncharted territory; recruiting an all-volunteer force during a long-term war with an improving economyNeed to develop value propositions for prospects for that 2015 windowNeed to develop an enterprise advocacy program for that 2015 windowNeed 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 projectionHistorical 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.
US ARMY ENTERPRISE BRAND STRATEGY IMCOM/MWR SYMPOSIUM SAN ANTONIO, TEXAS 19 APRIL 2011 James Ortiz Robert Strahler Army Brand Group Office of The ASA: Manpower & Reserve Affairs
OBJECTIVE Strengthen the US Army Enterprise Brand through the development of a mutually beneficial relationship with the Family and MWR and IMCOM marketing communities. 2
Manpower and reserve Affairs Vision Army is better connected with America- the value of being a Soldier or Army civilian is understood and the importance of Army families is recognized, the Army is seen as an organization American’s support, recommend and want to become a part of (consider joining). 4
The FAMILY AND MWR vision 5 To be the driving force for programs and services that provide the foundation for the Army’s home by:
Increasing Soldier and Family resiliency
- Restoring balance - Enhancing recruitment, readiness and retention for Soldiers and Families
EVERYONE HAS A ROLE IN SUSTAINING THE ALL VOLUNTEER FORCE Direct relationship between a strong Army Brand (equity) and our ability to sustain the all volunteer force. All enterprise marketing actions & communications affect the Army brand (equity). Everything & everybody communicates
A strong Army Brand enables us to achieve this
collective objective at a reduced cost and benefits us all
We all need to be Army Brand managers and brand advocates
Elite Has very high standards Marines For the average person Feels like a 'place' for me Most dangerous jobs Always places mission first Will never leave fallen comrade Requires the most discipline Offers interesting work Feared as a fighting force Trained by real leaders Air Force Builds real leaders Likely to end up in combat Never accept defeat Honor, loyalty, courage I could succeed there Go where the real action is Qualities for success in life Strongest in the world Better job once I get out Military tasks drills Well-respected I'd become a real expert in my field Best represents the US military Offers the most job specialties Requires being mentally tough Send me to exciting places Requires courage bravery Technology Training Requires being physically tough Will never quit Builds personal strength Treats minorities fairly Educational opportunities Navy Widest choice of roles Army Peace-keeping role Treats women fairly Requires teamwork Occupational opportunities Good for women Last resort Low skill Ordinary For an average person Perceptual Maps—Full Map Among 16-24 Year-Olds Elite and high standards Physical (Combat likely, Dangerous) For better educated and good for women Ordinary, For Average Person 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
US Army as a First Choice Preference A/B/C/D/E = Statistically significant at the 95% confidence level Base size: N = Approx 750 per quarter Q.17: And now thinking about the four major services, that is the (read list), if you were to join the military, which service would be your first choice? 8
The power of branding What a Brand is NOT Not a LOGO “A logo is a concise and effective graphic gesture designed to symbolize and communicate the essence of a brand.”* Not a TAGLINE: Taglines help us position our product/organization the way we want in the minds of our customers. Taglines reflect the positioning and brand personality, the core values and the brand message of the organization Must be relevant and meaningful to diverse target audiences to have value Not a slick marketing tool * Ken Boost 12
“Something Special In The Air” “ It’s Everywhere You want to Be”
“Better Living Thru Chemistry” “Think Outside The Bun”
“Leave the Driving To Us” “Solutions for a Small Planet”
LOGOS /TAGLINES/SLOGANS Be All You can Be An Army of One Army Strong The Few …The Proud It’s Not A Job…It’s An Adventure We’re Looking For a Few Good Men Semper Fidelis Above All Into The Blue A Global Force For Good 14
Brand Equity: The Value of a Brand Brand Equity: Is the sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings make the brand valued and valuable Brand Equity is based on the extent to which the brand has: high brand loyalty name awareness perceived quality strong product (organizational) associations 15
16 Source: Millward Brown Optimor’s BrandZ Top100 Most Valuable Global Brands, 2010 report
The Power of branding A positioning statement: Describes the “mental space” a brand should occupy in the minds of a target audience. It serves as an internal document which guides most of an organization’s marketing communication strategies, programs and tactics… Requirements:
US Army’s Strategic Positioning Statement: Being a Soldier strengthens you today and for the future , because the Army develops your potential through relevant challenging training, shared values and personal experience(s). Soldiers consistently take pride in making a difference for themselves, their families and the Nation. 19
US ARMY TAGLINE: “ARMY STRONG” “Army Strong” is the signature for the U.S. Army recruiting campaign Inspired by Soldiers, “Army Strong” explains that the U.S. Army endows a unique brand of strength to its Soldiers, a strength that is mental,emotionaland physical, a strength that the Army finds, forges and fosters. 20
An enterprise brand and enterprise brand strategy allows for the creation of a single, universal brand positioning (message) that will clearly and succinctly identify what the Army stands for while allowing tailored and strategically linked messaging to address specific audience and component requirements.
The value of an enterprise brand strategy is that it will help the Army achieve its goals using fewer resources and therefore is both an effective and efficient approach.
The creation of an enterprise brand begins with a valid Brand Architecture and continues with the development/refinement of the Brand Positioning, Value Propositions, Messaging Platform and finally a Go-to-Market Enterprise Brand Strategy.
MARCHING ORDERS 31 Army Campaign Plan Strategic Marketing Plan Army Outcomes An All-Volunteer Force of High Quality Soldiers, Civilians and Leaders 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 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 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) Campaign Objectives Man the Army & Preserve the All-Volunteer Force
Great brand architecture builds equity and meaning in the enterprise brand 32 Build and draw equity Brand Equity Sub-brands Products Brands Time
A Branding Spectrum Highly consistent Highly consistent Highly differentiated House of Brands Endorser Brands Hybrid Brands Branded House 1, 3, 5, 7
Corporate Brand/Enterprise Brand Business Units GE Industrial GE Infrastructure GE Money GE Healthcare GE Commercial Finance Businesses Branded Houseexample: GE
Enterprise brands have greater value, trust, confidence, expectation/growth
Youth unemployment & underemployed will still be high for all segments
Mission Failure In this window, there is a potential to notice the effects of the economy (contract mission failure; EP or enrollment reductions in this window Sustained contract mission failure () & shrinking FSTP precede accession mission failure 38
Translated into army value, AN enterprise brand will…
Align the internal organization (the message)
Drive positive perceptions and focus the message on what is salient, credible and motivating
Increases likelihood to support, recommend, join Engenders efficient and effective marketing and advertising communications 39 Helps sustain the All Volunteer Force
Soldiers, Families and Civilians5,223 Interviews conducted: 1,719 internal 3,504 external 42 External Audience* Internal Audience SOLDIER Enlisted Officer Civilian Pre-Prospects 14-16 year-olds Influencers Prospects ROTC 1ST-4th year Cadets Caucasian Parents of Prospects 17-24 year-olds 25-29 year-olds African American Active Officer Hispanic Active Enlisted Spouse/ Partner of Prospects Other Caucasian Caucasian Army Reserve Caucasian Business Community Leaders Army Reserve Caucasian African American African American Hispanic African American African American Hispanic National Guard National Guard Coaches Other Other Community Advocacy Groups Hispanic Hispanic Professionals Other Other Educators/ Guidance Counselors Army Corp of Engineers Chaplain JAG AMEDD Religious Leaders * In addition, talked to 950 civilians about working in civilian Army capacity Veteran Organizations All with different objectives and missions Veterans
43 ARMY: The ideal military organizationfocused to top-2 drivers Category Attributes, Benefits and Values Has high standard for its members Is an organization that values and financially supports member education Is worth the risk because I'm doing something meaningful with my life Offers good benefits and support to my family Offers incentives to make staying in the service a good long-term career choice Would give me advantages I would not have otherwise Earns me respect from my community, friends, and family Gives me a sense of belonging Is a place where anyone can do something extraordinary in life Is for everyone who is qualified and wants to serve Makes me feel a part of something bigger than myself Makes me feel it is about more than just combat and war Makes me feel part of a special group Has other people in it like me Increases my self confidence Isn't just for a select few Makes me feel I am carrying on an American tradition of service Makes me feel proud of the branch of service I chose Represents values that I aspire to live up to Challenges me with experiences outside my comfort zone Develops a combination of physical, mental, and emotional strength Helps me to improve myself and develop potential for the future Makes me feel stronger when it comes to handling life‘s challenges Offers me a chance to make a fresh start Offers me the opportunity to work with and learn from strong leaders Offers me training and experience I can really use after I leave Recognizes my talents and builds on them Strengthens me for lifelong success Trains me to be a leader Will equip me with the qualities needed for success in life 4 Category Drivers Top-2 Drivers Support, Expectations, and Rewards Support, Expectations, and Rewards Belonging and Respect Belonging and Respect Training for Success Pride and Values Together accounting for 55%-73% of positive decision making 100%
Synergy among abv’S within top drivers BY segment 44 Internal Audience SOLDIER Enlisted Officer Civilian Active Officer Active Enlisted
Makes me feel a part of something bigger than myself
Professionals ARMY = Army Active Enlisted, Army National Guard Enlisted, Army Reserve Enlisted , Army Active Officers Army National Guard Officers, Army Reserve Officers, AMEDD, Army Corps of Engineers, Chaplain, and JAG. JAG Chaplain Army Corp of Engineers AMEDD
Synergy among abv’S within top drivers BY segment External Audience Family benefits and support Values and supports education Has high standards Something bigger than myself Earns respect More than combat and war ROTC 1ST-4th year Cadets Influencers Pre-Prospects 14-16 year-olds Prospects Family benefits and support Values and supports education Has high standards Something bigger than myself Earns respect More than combat and war Something bigger than myself Earns respect More than combat and war Family benefits and support Values and supports education Has high standards Parents of Prospects 25-29 year-olds 17-24 year-olds Family benefits and support Values and supports education Has high standards Something bigger than myself Earns respect More than combat and war Family benefits and support Values and supports education Has high standards Family benefits and support Values and supports education Has high standards Something bigger than myself Earns respect More than combat and war Something bigger than myself Earns respect More than combat and war Spouse/ Partner of Prospects Sense of belonging More than combat and war Something bigger than myself Has high standards Family benefits and support Values and supports education Training and experience for post-service life Leadership and multi-dimensional strength Equips me for a successful life Part of a special group Something bigger than myself Earns respect Guidance Counselors Business Community Leaders Sense of belonging More than combat and war Something bigger than myself Has high standards Family benefits and support Values and supports education Has high standards Family benefits and support Values and supports education Sense of belonging More than combat and war Something bigger than myself Coaches Religious Leaders Training and experience for post-service life Leadership and multi-dimensional strength Equips me for a successful life Part of a special group Something bigger than myself Earns respect Training and experience for post-service life Leadership and multi-dimensional strength Equips me for a successful life Community Advocacy Groups Part of a special group Something bigger than myself Earns respect Veteran Organizations Sense of belonging More than combat and war Something bigger than myself Has high standards Family benefits and support Values and supports education Sense of belonging More than combat and war Something bigger than myself Has high standards Family benefits and support Values and supports education Veterans Educators Pre-Prospects: 14-16 year-olds. Prospects: 17-24 year-olds, 25-29 year-olds. Influencers: 17-29 year-old Spouses, 34+ year-old Parents, Business Community Leaders, Coaches, Community Advocacy Group, Educators, Guidance Counselors, Religious Leaders, Veterans, Veteran Organizations. ROTC: ROTC 1st – 4th year cadets.
ARMY = Army Active Enlisted, Army National Guard Enlisted, Army Reserve Enlisted , Army Active Officers Army National Guard Officers, Army Reserve Officers, AMEDD, Army Corps of Engineers, Chaplain, JAG Corps.
Major milestones 47 Conduct Enterprise positioning & value proposition research Gain alignment development of Enterprise Brand Finalize Enterprise messaging platform Go to market strategy for Enterprise Brand 4-6 months TODAY 2-4 months Within 8-10 months