National Guard Case Study - NAM Youth College Marketing & College Advertising Authority, Experts, & Consultants
Client: National Guard Recruitment – Mobile Phone College Networks NAMU NAMU Mobile Mobile College College Networks NetworksBusiness Objective : Promote-create awareness byreaching to college students and learn about the NationalGuard by NAMU WIFI-Bluetooth® when you see these sign below check your mobile device for content and offers-Learn more today Poster Poster
Strategy: Secure Blue Tooth/ WIFI Enabled College Locations –IN SCHOOL –Ability To Reach Over 2 Million Students Daily at 50 Campuses– EXCLUSIVE College Provider (Opportunity to Send Electronic Ads to passerby traffic within 300 feet range within NAMU Zones.) 2 – KEY NAMU EXCLUSIVE 1 – NAMU ZONE COLLEGE WIFI Networks LOCATIONS 3 – END RESULTS – Content Driven Messaging – Audio – Video – Coupons – text, etc… Currently Setting The Industry Bar With 20% Opt In Rates…..
Message: Turn on your Bluetooth® and setDiscoverable/Find me to a movie ticket offer and learn moreabout the National Guard Full ad, National Guard Strong call-to-action, National Guard
Market: University of Washington-Seattle Campus, OhioState University-Main CampusTiming: Spring 09’Program Element:NAM SERVICE PROTOCOLS: Our group will be placingBluetooth or Wi-Fi devices in on campus hotspots thatwould be promoting varied organizations, companies orservices relevant and in demand by the student body asa whole. A message would be sent from the device tothe students Bluetooth or Wi-Fi enabled devices, thingslike cell-phones, Smart Phones, MP3 players, laptops,etc.Program Results: SUCCESS – ROI exceeded clientexpectations – Exceeded 50%
NAM-Army National Guard –Pilot ProgramResultsJune 18th 2009Jack Location:RPAC Athletic CenterScience and Engineer Library , 1st FloorSchool: The Ohio State UniversityKey Metrics:Opt-ins per week/jack -55.5Prior Mall Campaign (per jack per week)- 21.25Delivery 2009- 2009- 2009- 2009- 2009-Method 05-060 05-07 05-08 05-09 05-10Bluetooth 4 2 2 1Wi-Fi 11 3 2 9 2Bluetooth 3 2 2 2 2Wi-Fi 14 3 2 7 3Daily Totals 32 10 8 18 8
The Wifi Numbers are Crazy High as you can seeBluetooth: Devices 565 101047 Prompted 100% No-response 302 53% Total Response 263 47% Opt-out 239 42% Opt-in 24 4% Opt- in/Reponses - 9% Devices 274 101079 Prompted 100% No-response 169 62% Total Response 105 38% Opt-out 91 33% Opt-in 14 5% Opt- in/Reponses - 13%Wi-Fi Unique Wi-Fi 101047 Devices 70 - Total Wi-Fi Hits 378 - Unique Wi-Fi 101079 Devices 29 - Total Wi-Fi Hits 125 -
Campaign Facts• With more than 750 downloads over a six week period, the Army National Guard campaign has been the single most successful proximity-based mobile campaign ever executed on a college or university campus. This program, which featured two units broadcasting a recruitment video, averaged 250 downloads each on a monthly basis.•• When compared with other proximity-based mobile programs such as the United States Navy Reserve, considered one of the most successful proximity-based mobile campaigns ever, this single school eclipsed the total monthly downloads across 13 bases. As compared to the Army National Guard "Mall Campaign" which utilized a total of 104 units (vs. the two on- campus units), the MND College Campaign generated THREE TIMES as many downloads per month.