New Recruiting Television Commercials

Friday November 7, 2008

What is it?

The Army will be launching a new recruiting advertising campaign that includes television spots, Internet advertising, Web content and media relations on Veterans Day (Nov. 11). The new campaign has been created to convey the theme "Strength Like No Other."

Why is the Army doing this?

Because it is an all-volunteer force, the Army must aggressively promote the benefits of being a Soldier amid the most challenging recruiting environment in more than 35 years. Also, people are bombarded by hundreds of various marketing messages each day and it's a continuous challenge to cut through the clutter to reach prospective Soldiers and their influencers and tell the Army story. Fresh, compelling advertising helps get and keep audiences' attention.

This new campaign is designed to reach prospects currently not inclined to military service. It speaks to things that motivate prospects the most, and then helps them understand that the Army is the one organization where they can find those things - far beyond expectations. For example, one advertisement conveys that the Army is like a school, but there's no other school where a person can learn so much - or gain so much.

How does this benefit the Army?

This new advertising campaign will help the Army make major progress toward achieving this fiscal year's recruiting goals.

How can this help individual Soldiers?

The new campaign will further characterize the way the Army defines itself to the general public. The campaign is designed to improve the overall image of the Army and to bring service as a Soldier into the consideration set of prospects. The ads also speak to such options as education, high-tech training, and skills for lifelong success that are available to every Soldier.

Also, Soldiers can benefit financially by taking advantage of the enhanced awareness of the Army to be generated by the new advertising campaign among prospects. There are a variety of referral bonus programs that pay up to $2,000 to Soldiers for every person they refer to the Army, who goes on to become a Soldier.

What's the way ahead?

New commercials start airing Nov.11, on ESPN, MTV, Adult Swim, G4, NBC Sunday Night Football, and elsewhere. Another wave of advertising will go live the week of the All American Bowl (Jan. 3, 2009). A third advertising/marketing wave, focused on officership, is scheduled for late January.

Resource:

Support Army Recruiting Web site

INFORMATION YOU CAN USE

- 2008 Strategic Communication Guide - Read the 2008 Army Strategic Communication Guide for key messages and updates

- Strategic Communication Coordination Group (SCCG) Workspace

- Army Public Affairs Portal

- Stories of Valor

- Speaker's Toolkit

- Information Papers with " 2008 Army Posture Statement"

A CULTURE OF ENGAGEMENT

The Army Community Relations Calendar

Blogger's Roundtable

IMCOM-Europe signs environmental agreement

SOCIAL NETWORKING

NEWS ABOUT THE ARMY

  • Army's chief of staff visits Fort Monmouth and discusses Army imperatives (ARNews)
  • Armed Forces Inaugural Committee ramping up (ARNews)
  • 173rd Airborne Brigade Soldier earns Silver Star for actions in combat in Afghanistan (ARNews)
  • Staying Power: Army program reinvents wounded care (ARNews)
  • Army probes recent suicides (HC)

WAR ON TERROR NEWS

  • AP Exclusive: Bush study favors bigger Afghan army (MH)
  • Casualties mount in reported airstrikes in Afghanistan (DN)
  • Pakistan officials: Missile strike kills 8 or more (WP)
  • Iraq continues to insist on firm U.S. troop pullout date (LAT)

OF INTEREST

  • Ammunition plant goes green (AT)
  • Make a movie - Save a life (ARNews)
  • Iranian leader offers Obama landmark congratulations (HC)
  • In Colombia, army acknowledges civilian killings (CSM)
  • U.S. says no aid for Colombia army units in scandal (Reut)

WORLD VIEW

  • Obama victory offers hope to Iran (BBC | Story)
  • Pakistan sets death penalty for cyber terrorism (LDT | Story)
  • Hamas-Israel truce under threat (AJ | Story)
  • U.K.: Army interpreter found guilty of spying for Iran in Afghanistan (IND | Story)
  • Putin could return as Russia's president as early as 2009 (TO | Story)
  • Georgia's claims on war with Russia questioned (IHT | Story)

WHAT'S BEING SAID IN BLOGS

  • Obama and national security (BS)
  • Army social scientist lit on fire in Afghanistan (Wired)
  • Military homeschooling (SBz)
  • How to memorialize your re-enlistment (BF)
  • Veterans and active-duty military not in uniform can now render the military-style hand salute during the playing of the national anthem (SSM)

ARMY SPORTS

Sports at a glance

Top Army football stories

Subscribe to STAND-TO! to learn about the U.S. Army initiatives.

Events

November 2008: American Indian Heriatge Month: American Indians in the U.S. Army

November 2008: Warrior Care Month

Nov. 11, 2008: Veterans Day

STAND-TO!

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The information papers -- written, approved and submitted by the Army agencies -- provide a broad, objective view of the Army’s current operations, doctrine and programs. The "Today’s Focus" topics highlight Army Staff initiatives and support Army wide strategic-level issues.

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STAND-TO! falls under the management of the Online and Social Media Division (OSMD) in the Office of the Chief of Public Affairs (OCPA).

Subscribe to STAND-TO! to learn about the U.S. Army initiatives.