Marketing, US Army, Planning, Strategy

1. Marketing Secrets
from the
Army Strong
Campaign
@DavidALee

2. The thoughts expressed in this presentation do not
necessarily reflect the views and opinions of any of my
employers, past or present.

3. Background
Personal
• West Point graduate with degree in Economics
• MA Degrees in Business, Strategy and Military Arts & Science
• Key Assignments
– Battalion Commander
– Strategic Planner for Chief of Staff, Army Initiatives Group
– Secretary of Defense Corporate Fellow
• Ran the US Army Strong Campaign from April 2007 – Sept 2009
• Retired US Army Field Artillery Colonel with 24 years of service

4. Background
Program Challenges
• The US Army was engaged in the longest war since the creation of the All
Volunteer Force.
• The popularity for the war was declining and influencers were taking a more
active role in discouraging youth from joining the military.
• The annual enlisted recruiting goal for active and reserve was 106,500
Soldiers during both FY08 and FY09 due to a requirement from Congress to
increase the size of the Army.
• The campaign lacked integration across advertising, digital and outreach
divisions.
• Although our prospects were mostly online, the digital presence was not
meeting their expectations.

5. Army vs. Marketing Planning
Same planning process different “weapons”

6. Effects Based Fire Support Planning
Task, Purpose, Method and Effects (Assessment)
Targeting Boards for Events
Synchronization = Integration

7. Military Decision Making Process
Intelligence

8. Who is our competition?

9. Do you see yourself as this person?

10. Fact or Fiction?
Joining the service is done as a last option.

11. Fact or Fiction?
Joining the service is done as a last option.
FICTION
7 in 10 American youth don’t meet the minimum
eligibility requirements to join the service.

12. Fact or Fiction?
Youth from low income families make up the
majority of those joining the Army.

13. Fact or Fiction?
FICTION
Youth from families whose income is in the
bottom 20% of America only represent 10.6% of
those in service while families with incomes in
the top 40% of American families have 49.6% of
their children 18-24 serving in the Army.
Youth from low income families make up the
majority of those joining the Army.

14. Interesting Fact
The number of new Soldiers who have family or
friends who are or have served was 3-5X the
national average.

15. It’s really about problem solving!

16. What is our problem?
We need to meet
our recruiting
goals!

17. What is our problem?
We need to meet
our recruiting
goals!
That’s not
my problem!

18. Here is the problem we had to solve…
How do we communicate the
Truth in Service
using messaging that is
Authentic and Verifiable?

19. Values of Employment
Economic
Attraction
Significance
Development
Personal
Social

20. The Army’s Positioning for Recruiting
Soldier's Purpose: A Soldier serves in the US Army and is
committed to protecting the US Constitution.
Soldier’s Definition: A Soldier is strong (mentally, physically and
emotionally), adaptive, confident and values driven.
Positioning Statement: Being a Soldier strengthens you today and
for the future because the Army develops your potential through
relevant and challenging training, shared values and personal
experience. Soldiers consistently take pride in making a difference
for themselves, their families and the Nation.

21. Don’t fight the last war
Blazing new trails is about taking risk

22. Avoiding the last “marketing” war?
Who do you benchmark against?

23. The OODA Loop
Can Social Media allow us to get inside our competitions OODA Loop?

24. Best Social Media Case Study in the US?

25. Social Media ain’t new, but the tools are!
Goals of Declaration
• Get reluctant colonists on board
• Explain colonists views on government to the King
• List colonists grievances with the King to justify their actions
• Encourage foreign nations to help

26. One more thing on Social Media
Do your employees internalize
your message?

27. Social Media – Who are your Rock Stars?

28. Train as you fight!

29. Training = Experience

30. End Result
• Reduced cost per contract
• Met/exceeded objectives
• Increased quality of candidates
• Army Strong being used throughout the Army

31. DavidALee.com