YOU CAN: Deploying an Innovative Recruitment Campaign for Army National Guard
Brand Strategy·Creative Storytelling·Market Research
The Challenge
Recruitment goals were not being met, and prospects were not aware of the many benefits of service in the Guard.
Our Approach
We developed a national integrated campaign that aligned with a range of types of young adults who could see themselves in the Guard, enjoying its benefits and rewards. We developed compelling messaging around key selling points, all punctuated by the encouraging tagline “YOU CAN.”
Market Research
- Conducted an audience segmentation study that identified four unique market segments within the Army Guard's target audience.
- Research revealed that benefit preferences vary based on current life situations, requiring diverse messaging strategies rather than a one-size-fits-all approach.
Brand Strategy:
- Redesigned and reenergized the Army National Guard logo while building upon the equity of the Guard's red, white and blue color scheme and American flag logo.
- Developed comprehensive digital style guide to ensure consistent branding across national and state-level advertising efforts.
- Strategically deployed a multi-level media strategy that allowed for national level branded recruitment materials to be tailored by state-level Guard recruitment offices.
- Created multi-media experience including “gamification” elements.
Creative Storytelling:
- Crafted messaging that resonated with each type of candidate, punctuated with the empowering tagline “YOU CAN”.
- Conceptualized, produced and distributed “YOU CAN” TV PSA campaign to emphasize the Army Guard's service to country and community.
- Created a user experience in a newly developed recruitment site that spoke to each of the four audience personas. Won a Gold Addy for the recruitment website.
The Results
- Successfully met annual recruiting and retention numbers throughout the campaign period.
- Created a cohesive brand identity across all marketing channels.
- Effectively segmented and targeted messaging to diverse groups within the youth market.
- Delivered UI/UX enhanced web experience, multimedia gamification experience, TV and print PSAs, posters, in-theater PSAs, direct mail, billboards, posters, and public service director ads.
