The Army team concept is present in its advertising and marketing efforts.
Active Army, Army National Guard and Army Reserve national marketing and outreach are being consolidated under the Army Marketing and Research Group, providing new opportunities for synergy and teamwork.
Included is the potential use of the Army's marketing display and demonstration assets by the Army National Guard. A key Army marketing asset being looked at by the Army National Guard is the U.S. Army Marketing and Engagement Brigade at Fort Knox. The MEB is part of the Army Marketing and Research Group and includes the historic Army Marksmanship Unit, based at Fort Benning, Georgia, the Army Parachute Team, The Golden Knights, at Fort Bragg, North Carolina, and the Mission Support Battalion at Fort Knox, Kentucky.
The MSB, collocated with the MEB at Fort Knox, is home to more than a dozen rolling outreach displays ranging from semi-tractors to large trailers, as well as displays used for National Conventions. As part of the consolidation of marketing efforts, MSB vehicles will be made available to the Army National Guard for display at Army National Guard Recruiting events.
The Mission Support Battalion first supported a local recruiting event for the West Virginia Army National Guard, April 29 in Parkersburg, West Virginia. Taking center stage was the All-Terrain Fighting Vehicle asset that includes two motorcycles and one all-terrain vehicle used by Army Special Forces. The asset helped attract 450 visitors of all ages. The battalion is using the lessons learned from this pilot event to improve what it offers to the Army National Guard.
"The program shows how we can work as a team with the Army National Guard to Connect America's People with America's Army," said MEB Commander, Col. Janet Holliday. "Lessons learned from fielding the program will be used to fine-tune our outreach displays. Further efforts will include a look at how the Army Marksmanship Unit and Army Parachute Team can be used to increase awareness of the Army at Army National Guard events."
The U.S. Army Marketing and Engagement Brigade is a hub of outreach capability and has been dubbed the Army's strategic arm for marketing. The brigade offers a variety of outreach capabilities from tandem parachute jumps, marksmanship demonstrations, customized branding, to rolling interactive displays that help provide high school and college students, educators, and civic leaders with a unique Army experience. That experience translates to expanded awareness and support for the Army and the American Soldier.
Members from the Army National Guard recruiting division and from the states recently visited the MEB headquarters, the Army's only brigade charged with marketing, to see how three historic battalions help connect America with America's Army during demonstrations and events across America.
"The decision on whether or not the Army National Guard will fully utilize the MEB is still to be determined," said John Williams, Deputy Chief for National Guard Recruiting. "This visit has been an opportunity for members representing the 54 states, territories and the District of Columbia to see what assets are available. They are excited about this."
The tour included state Army National Guard representatives ranging from marketing Noncommissioned Officers to recruiting and Retention Battalion Commanders. The goal was to capture varying viewpoints from the group about the capabilities they saw during their visit to the MEB.
"The tour has been good. The Interactive trailer is great. I think this visit is going to pay dividends down the road," It will help us a great deal in the future, said Command Sgt. Maj. William McDaniel, Command Sergeant Major for the Delaware Recruiting and Retention Battalion.
The tour included a briefing on overall MEB capabilities, followed by a walkthrough of the Mission Support Battalion and Accessions Distribution Center capabilities. While the MSB fields a fleet of interactive vehicles that bring the Army to America, the Accessions Distribution Center stocks and fields the pamphlets and giveaway items that Recruiters and Reserve Officers Training Corps departments use to reach the public. Part of the walkthrough included the Army's newest wheeled marketing display, known as the Mobile Usability Lab Experience. With three interactive stations, the MULE is designed to draw the attention of parents, educators and students and provide a unique Army experience.
During the tour, MSB Commander Lt. Col. Mario Washington addressed the Army National Guard group. The battalion, like the brigade, is ready to support the Army National Guard across America, he added. That support translates to the positive impressions that influence young Americans to join the Army and civic leaders to support their Soldiers worldwide.
"This is a conduit for what you do," said Washington. "Our mission is that people walk away with a positive impression of the Army."
Social Sharing