PHOENIX (Nov. 25, 2013) -- The Phoenix Army Recruiting Battalion is using sports marketing and pairings with top local radio stations to crack the often elusive high school access code.
The Battalion renewed its Albuquerque Public Schools (APS) Friday Night Lights football series, that proved so successful last season, and co-sponsored the Friday Night Football Patrol in the Phoenix area. The battalion is also continuing the Give Back Games basketball program it initiated last spring.
The Friday Night Football Patrol is a co-sponsorship between the battalion and the Maricopa County Attorney's Office and is administered by a local radio station. Although the battalion is new to the program, it's in its fourth year with the Attorney General's Office signing on three years ago.
The special events crew at the radio station contracts with the schools, sets up the exhibit space at the game sites, promotes the games on the station and provides a DJ and sound truck at the game. The station also organizes a Friday lunchroom pep rally at the home team school. The Attorney General's messaging is a drug free pledge it promotes at the pep rallies and then recognizes the participating students during half-time at the games.
Jerry Cobb, public information officer for the Maricopa County Attorney's Office said the partnership with the Army is a great fit.
"The U.S. Army and the Maricopa County Attorney's Office share a common interest in encouraging teens not to engage in behaviors that can carry permanent negative consequences," Cobb said. "Our partnership on the Friday Night Football Patrol program provides both of our organizations with an effective way to motivate teens to take a stand against substance abuse so that they can reach their full potential in life."
The student response to the program has far exceeded the organizers expectations. Between 300 and 400 students are taking the "say no to drugs pledge" during the pep rallies with many more making the pledge during the football games.
Staff Sgt. Luis Tachiquin, Jr., a recruiter from the Gilbert Recruiting Center, said the program is all about synergy.
"Working hand and hand with the Attorney General's Office not only gives us a chance to spread awareness to students about the dangers of drugs but gives us the opportunity to develop a stronger relationship with our local government, our schools and the community where we live and work."
The APS Friday Night Lights is a four-game Army program that includes event set-ups and Army-related public service announcements during key Albuquerque high school football games. The battalion is also tagged on the APS web site and participates in community promotional events for the games.
Give Back Games is a ten-game basketball partnership/fundraiser between the Army and another local radio station designed to raise money for high school athletic programs. A basketball team made up of the station's DJs and an Army recruiter face-off against teachers from the high school in a fun night of basketball. The Army also receives exhibit space and, as the chief sponsor, is highlighted in the spot radio ads hyping the games.
Staff Sgt. Eric Pagan was the Army representative that played on the radio station team at the Dysart High School game.
"Playing in the game with the station DJs was a blast and the kids had a great time," Pagan said. "It was a good non-threatening way to promote the Army at the school. I played so well in the game with eight points and 10 rebounds that the radio station team wanted me to play at all the games," Pagan said.
"The enthusiasm among students at the rallies and games we are a part of translates to better access for our Soldiers," said Lt. Col. Jennifer McAfee, commander of the Phoenix Battalion. "These types of partnerships demonstrate the Army's commitment to the schools and shows that we are 'giving guests' of the communities."
Social Sharing