Eastern Region

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Eastern Region Marketing Advertising 2 December
2008
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(No Transcript)
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Agenda

• Environment
• Market Analysis
• Vision for the Future
• Advertising Initiatives
• Questions

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Important Changes

• Excluding the GWOT, which may or may not be
  impacted by political shifts later this year,
  three key areas are assessed as being relevant to
  ROTC Army recruitment
• The economy
• Competitor activity
• Population Trends

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The Economy

• For the first time in years the economy will work
  for us!
• The economy is the 1 political issue, ahead of
  the Iraq War
• Housing permits are down 32 on the same period
  last year
• Manufacturing (durables) dropped another 1
  billion in April
• US Census Bureau
• The Consumer Confidence Index is at its lowest
  level for 16 years
• The Index now stands at 38.0 (1985100), down
  from 61.4 in September.
• - Suggests that low retail sales will continue
  to squeeze growth

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Competitors
The communication strategies of other branches
have evolved Implications There is a need to
continually reinforce and broaden understanding
of the advantages of becoming Army Strong
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Current State of Armed Service Communications
AIR FORCE Above All
NAVY Accelerate Your Life
The Navy is the place to make a difference for
others and yourself and as part of a modern and
versatile force.
Air Force is the high-tech and most advanced
service operating above the the other forces,
away from the front lines and beyond
stereotypical pilot/plane scenarios.
ARMY Army Strong
MARINES The Few, The Proud
History and tradition as the Nations Defender,
Marine as the core of our Nations defense. Also
about overcoming personal fear to become part of
the team.
Army Soldiers gain a different kind of strength
through challenging training and relevant
leadership experience that can help you in your
future.
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Competitive Advantage - Turning Mistaken
Perceptions Into Opportunity

• Significant numbers see the Army as ordinary,
  low-tech and not elite enough
• College bound youth think Army infantry and is
  therefore irrelevant to their career
  considerations
• Prospects determine their career paths largely
  
  according to their talents,
  abilities and interests

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Relevant Population Trends

• Ethnic Diversity
• Today, around 35 of the US population is
  non-Caucasian and all things being equal, our
  recruitment would reflect this
• By 2020, this figure will increase to 40
• By 2050, half the population will be
  non-Caucasian, with the largest increases derived
  from Asian and Hispanic origins
• (It is likely that more than half of the 17-24
• population will have non-Caucasian roots)

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What It Means

• Although African American contracts exceed the
  population share across the target age spectrum,
  propensity has fallen steadily and attention will
  be needed to maintain engagement
• Hispanic engagement is already below the
  population share and the population share of
  people of Hispanic origin is growing rapidly
• This needs attention now in the form of deeper
  research into motivators and focus on what the
  Army has to offer that might turn this trend
  around

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Generation Next.

• Technologically Savvy
• Unique and Distinct
• Want to be Rich and Famous
• More Tolerant on Social Issues
• The Look at Me Generation
• Close to Their Families
• 48 lean Democratic
• 35 lean GOP

Generation Next 18-25 Generation X
26-40 Baby Boomers 41-60 Senior
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Pew Research Center
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ROTC Priority Targets to Achieve Objectives

• Our priority target market for ROTC remains
  Scholar-Athlete-Leaders
• All ethnicities high school sophomore through
  college sophomore level.
• In FY09 focused our marketing efforts against
  SALs from a national level to high school
  audience
• Local efforts target the on-campus SALs. This
  year we have included more interactive tactics at
  the national level to address additional prospect
  pools
• Community College Students
• Graduate School Students

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Summary

• The economy will work for us
• Competitors are fine-tuning their marketing
  communications strategies
• it is important that we continue to ensure that
  Army Strong is diversifying and increasingly
  engages a broader audience through deeper
  understanding of what it means
• As America becomes more ethnically diverse we
  will need to ensure our programs engage a truly
  representative audience

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Vision for the Future
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Jim Merten, 502-624-3366,
James.Merten_at_USACC.army.mil Scott Waldman,
502-624-2241, Scott.Waldman_at_USACC.army.mil
Sean Lilly, 502-624-2558, Sean.Lilly_at_USACC.army.mi
l Sarah Berkshire, 502-624-1767,
Sarah.Berkshire_at_USACC.army.mil
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1 Million Strategy
New Advertising Ventures
Maximum Battalion
Support
Measure Return on Investment
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• 1. Nations Largest H.S. Sports Website.
• H.S. Team Schedules, Rankings, Photo Galleries,
  Video More.
• Coverage of all states in ER.
• 3 million unique users / 55 million page views
  per month.

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• Leaderboard Jumbo Skyscraper banners.
• Full coverage of all states in ER.
• 10 share of impressions.
• Click-thrus to www.armyrotc.com
• 35,000 (Aug. Dec.)

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MaxPreps.com
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• Official University Athletic Websites
• 215 Universities
• 42 host campuses in ER (13 in new states).
• 6.8 million monthly users.

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• Leaderboard banners on all 55 sites.
• Storyboard Skyscraper banners on 28 sites.
• 10 share of impressions.
• All banners localized by battalion.
• Click-thrus to battalion websites.
• 95,000 (Aug. Dec.)

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Leaderboards
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Storyboards
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Skyscrapers
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Results
Impressions (thru 11/20) 2,115,013
Click-Thrus 591 (.028)
Impressions (thru 11/20) 6,329,152 Click-thru
s 3,478 (.055)
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• Campus newspaper websites for 620 schools
• 77 host / 86 partner campuses in ER
  ( 23 / 15 in new ER states)
• 13 Million unique visitors per month (mostly
  students).
• Advertising on state-by-state basis.

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• Leaderboard Banner ads on college newspaper
  websites, all ER states.
• 20 share of voice.
• 6 Million impressions
• Click-thrus to armyrotc.com text messaging
  test.
• 126,000, Sep Nov.

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Rutgers University
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Results
Impressions (thru 11/15) 9,268,192 Click-thrus
3843 (.044)
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• 5-minute Day in the Life Video
• Aired on mtvU cable network (8 times in
  Nov.)
• 6-month showing on mtvU.com (click on jobs)

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• On-line order system for campus-area restaurants.
• 63 ER host campuses ( 11 in new ER states)
• Spring 08 use 126,350 students placed 601,440
  orders.
• FoodFriendzy game on Facebook.

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• ROTC screen wraps leaderboard/storyboard banner
  ads on restaurant ordering screens est. 6
  million impressions per mo.
• ROTC branding leaderboard banner ad on Facebook
  Food Friendzy game est. 39 million
  impressions per mo.
• ROTC interactive quiz on order confirmation page
  Food Friendzy site (students play the quiz to
  win extra plays on Food Friendzy). ROTC question
  included in the quiz.
• Advertising on 215,000 CampusFood coupons
  distributed on campus.
• All banner advertising localized and linked to
  battalion websites.
• 226,000 (Aug. Dec.)

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The leader board ad rotates through four
pictures. It remains on the final frame and
clicks through to the local Army ROTC campus
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Results (10/21-11/20)
149,837 active users 7,994,019 impressions 3489
click-thrus

from banner ads only
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High School Media

• Next Step Magazine, November issue (400,000
  circulation in over 8000 high schools, all ER
  states)
• College Outlook Magazine, Fall Senior edition
  (260,000 circulation in over 10,000 high schools,
  all ER states)
• 3. 29,625

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ZOI Greek Website (Aug-Dec)

• Greek social website for fraternity sorority
  members, 23 host campuses.
• Localized banner ads on individual campus pages
  with click-thrus.
• 4,800 (Sep. Dec.).

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• Kiosk signage in multiple high-traffic locations
  (student unions, recreation centers, etc.)
• 4 Kiosk panels for 3 months bonus panels on
  space-available basis.
• 12 host campuses.
• 57,600 (Sep Nov).

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• CampusLink Info Centers in
  
  student unions, 4 host
  
  campuses.
• Average usage 2225 sessions per day per school.
• Package includes
• a. Backlit display on info center kiosk.
  b. Banner ad web
  link.
  c. Direct phone link to battalion
  from kiosk phone. d.
  Brochure/literature distribution
• 4. 16,000 (Sep. Dec.).

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Cable TV Tests

• 1. Norfolk 192,000
• 2. Louisville 68,000

(16 weeks Reach 57 Frequency 19)
(23 weeks Reach 95 Frequency 16)
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Text Messaging Test (6 months) 50,000

• Prospect responds to advertising by texting
  ROTC to Strong.
• Text exchange identifies prospect location
  refers to appropriate battalion.
• Test in high school media (web, print), on campus
  newspaper websites, TV.

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1 MM Strategy
New Advertising Ventures (10)
Battalion
Supported (107 30)
Return on Investment
(TBD)
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Jim Merten, 502-624-3366,
James.Merten_at_USACC.army.mil Scott Waldman,
502-624-2241, Scott.Waldman_at_USACC.army.mil
Sean Lilly, 502-624-2558, Sean.Lilly_at_USACC.army.mi
l Sarah Berkshire, 502-624-1767,
Sarah.Berkshire_at_USACC.army.mil
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Questions?