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Presentation of PR Campaign for The United States Army

Presentation of PR Campaign for The United States Army

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    Army social media_campaign_(final) Army social media_campaign_(final) Presentation Transcript

    • Army Seeks Recruits in Social Media
      Social Media Campaign Analysis
      Ron Algood & Tony Stickeler
      06 JUN 2011
    • Social Media Campaign
      SITUATION:
      • Traditional advertisement methods (television commercials, radio,
      and news print) are not as successful at reaching a target audience
      as the emerging social media sites.
      • When our country is at war or involved in overseas conflicts,
      recruiting numbers tend to drop.
      • It has become more imperative to broadcast the Army message
      correctly and efficiently, but also to distribute the message by
      people of similar age groups that are already involved (in this
      new media.)
    • Campaign Objectives
      MAIN OBJECTIVE:
      To build onto the current campaign theme/image “Army Strong,” that was introduced in 2006 and add a stronger focus on the Army uniform as a “symbol of strength” as well as gain new members in social media sites to “extend the dialog.”
      • RAISE AWARENESS
      • CHANGE ATTITUDES & BELIEFS towards the U.S. ARMY
      by highlighting the positive aspects of a soldier’s life to include:
      Education
      Leadership, and
      Opportunity
    • Social Media Sites
      YouTube Video
    • Social Media Sites
      Twitter Home Page
    • Social Media Sites
    • Social Media Sites
      Army Strong Blog
    • Social Media Sites
      Interactive Website
      www.goarmy.com
    • Evaluation
      SWOT ANALYSIS (Strengths, Weaknesses, Opportunities, Threats)
      INTERNAL
      Strengths:
      • Campaign has a well established target market (potential recruits are age 17-24 years old)
      • The uniform = a strong symbol of patriotism / coincides with “Army Strong” campaign
      • Solid financial resources (The Government) to fund the campaign
      • Co-op advertising with Hollywood films during the summer / peak movie season
      Weakness:
      • Seven agencies participating in campaign / strategy could become fragmented
      • Army Accessions Command are not Twitter savvy / could lack source credibility
      • The movie portion of the campaign lacks control / what happens if the movie flops?
      • Real soldiers communicating with potential soldiers / relinquished oversight and control
    • Evaluation
      SWOT ANALYSIS (Strengths, Weaknesses, Opportunities, Threats)
      EXTERNAL
      Opportunities:
      • Chance to expand target audience beyond typical demographics
      • As unemployment remains high, the military continues to be an attractive option
      • Good timing / the interactive media market is growing at a blistering pace
      • The growth of PR (24 percent over the next ten years) reinforces the campaign validity
      Threats:
      • Campaign funding could be affected by defense budget cuts
      • Campaign could be subjected to clutter / too much information in the digital world
      • Extended foreign wars abroad could negate a positive military image
      • A change in leadership (like the 2012 elections) could lead to a change in policy
    • Evaluation
      Using Professor Kirk Hallahan’s Integrated PR Media Model
    • Evaluation
      PERSONAL OVERALL ASSESSMENT
      Main Objectives: To enhance the current campaign theme/image “Army Strong,” that was introduced in 2006 and add a stronger focus on the Army uniform as a “symbol of strength” as well as gain new members in social media sites to “extend the dialog.”
      • The U.S. Army is gaining hundreds + of fans (Facebook), followers (Twitter), and bloggers DAILY through the vast amount of social media sites.
      • Accordingto Kantar Media, the shift to this new media unit is saving the Army $168.7 million in 2007 to $41.8 million last year.
      • The personal nature of communication in advertisements and the interactive sites increases the likely hood of accomplishing the campaign objectives.
    • END
      Tony Stickeler
      Wordpresshttps://stickeler.wordpress.com
      Twitter
      @TStickeler
      LinkedIn
      Tony Stickeler
      Ron Algood
      Wordpresshttps://ralgood.wordpress.com
      Twitter
      @ralgood
      LinkedIn
      ralgood
      Questions?