Coml512 m2group4project

Building Army Building Future COML 512 A1, Module 2, Group 4 Project February 12, 2012 A Communications Strategy for Next Generation Recruiting

[object Object],[object Object],[object Object],[object Object],[object Object],5Star Marketing

Background ,[object Object],[object Object],[object Object],[object Object],[object Object]

Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Primary Target Stakeholders

Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Primary Target Stakeholders

Research ,[object Object],Primary Target Stakeholders 62.2% 19.8% 16.32% 4.5% .8%

Research Primary Target Stakeholders ,[object Object],83.78% 16.32%

Research ,[object Object],[object Object],[object Object],[object Object],[object Object],Primary Target Stakeholders California Connecticut Massachusetts Minnesota New Jersey New York North Dakota Rhode Island Utah Washington DC

Research ,[object Object],[object Object],[object Object],Secondary Target Stakeholders “ When parents and other influential adults dissuade young people from enlisting, it begs the question of what our national staying power might be for the future ” (US Army General Rochelle as cited in Cave, 2009, June 3, para. 14).

Research ,[object Object],[object Object],[object Object],[object Object],[object Object],Secondary Target Stakeholders

Research ,[object Object],[object Object],[object Object],[object Object],[object Object],Secondary Target Stakeholders US Army Recruiting Command Brigades Battalions Company Stations (Recruiters)

Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Secondary Target Stakeholders

Research ,[object Object],[object Object],[object Object],[object Object],Secondary Target Stakeholders

Research ,[object Object],[object Object],[object Object],Effectiveness of National Advertising

Strategy ,[object Object],[object Object],Potential new recruits Parents and Counselors Army Recruiters

Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Potential New Recruits

Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],Potential New Recruits ,[object Object],[object Object],[object Object]

Strategy ,[object Object],[object Object],[object Object],[object Object],Parents and Counselors ,[object Object]

Strategy ,[object Object],[object Object],[object Object],[object Object],Parents and Counselors

Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Army Recruiters

Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Evaluation

Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Primary Stakeholder Tools and Evaluation

Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Primary Stakeholder Tools and Evaluation Evaluation

Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Primary Stakeholder Tools and Evaluation

Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Primary Stakeholder Tools and Evaluation

Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Specific to Parents and Counselors - Tools and Evaluation

Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Specific to Parents and Counselors - Tools and Evaluation

Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Specific to Recruiters - Tools and Evaluation

Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Specific to Recruiters - Tools and Evaluation

Campaign Budget ,[object Object],[object Object]

References Cave, D. (2009, June 3). Growing problem for military recruiters: Parents. New York Times . Retrieved from: www.nytimes.com/2005/06/03/.../03recruit.html?page want ed=all Charnes, A. (2009, July). Measuring the impact of advertising on Army Recruiting: Data envelopment analysis and advertising effectiveness. Research & Studies Division. US Army Recruiting Command. Retrieved from: www.dtic.mil/dtic/tr/fulltext/u2/a236779.pdf Congressional Budget Office. (2007, July). The all-volunteer military: Issues and performance. Retrieved from: www.cbo.gov/doc.cfm?index=8313&type=0&sequence=1 Dertouzous, J., & Polich, M. (2008). Recruiting efforts of Army advertising. Rand Publication Series . Santa Monica, CA: The Rand Corporation.

References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

References ,[object Object],[object Object],[object Object],[object Object],[object Object]

References ,[object Object],[object Object]

Coml512 m2group4project

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Editor's Notes