U.S. Army March to Service Campaign

What is it?

March to Service is a shaping operation focused on organizations and individuals who influence young adults eligible to serve in the U.S. Army.

March to Service will leverage four lines of effort:

• 1: Reinvigorate the Army’s network of community partners to ensure it is successful in recruiting the all-volunteer force.
• 2: Reconnect with the American people after two years with very little personal interaction.
• 3: Increase awareness among community leaders and influencers of opportunities and benefits, so they can provide accurate information to young people considering service.
• 4: Drive veterans to actively continue serving their country by bringing referrals to local recruiting stations.

What are the current and past efforts of the Army?

The Army has worked with community partners and veteran organizations across the Nation to build stronger connection and support. These engagements ensure young people understand their career options and will inspire them to know their Army.

In addition to currently offering up to $50,000 in enlistment incentives, as well as a duty station of choice and two-year enlistment option, the Army offers the following benefits to increase the propensity to serve:

• Financial allowances to offset the cost of housing and meals
• 30 vacation days annually
• Health care
• Money for education
• Family services
• Veteran support programs after service

What continued efforts does the Army have planned?

The Army plans to strengthen its connection to its national and local community partners, veterans and education leaders through the following actions:

• Visits to hometowns and locations of influence by Army general officers and senior enlisted leaders.
• Meetings with national organizations and engagements with veteran and military focused media by U.S. Army Recruiting Command leaders.
• Continue focusing social media coverage on career opportunities and benefits of service.
• Increasing awareness of opportunities and benefits among community leaders and influencers
• Driving veterans to continue serving their country by bringing referrals to local recruiting stations.

Why is this important to the Army?

The Army needs community support to combat misinformation and ensure young people have the opportunity to make an informed decision about their future. The March to Service campaign will help to maintain a positive relationship between Americans and their Army, which is critical to the nation.

After two years of minimal face-to-face contact in communities across the country, the Army has seen the divide with society continue to grow. Propensity to serve is at 10%, which is the lowest it has been in more than a decade. About 75% have little to no knowledge about the Army and fewer people meet the minimum qualifications to serve.

Resources:

• U.S. Army Recruiting Command