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Market Analysis Diversity Focus

Market Analysis Diversity Focus. 18 May 09. Purpose. Sources: USAAC partnered with USAREC and USACC to provide the data and references within the presentation. Market Analysis. Spatial & Temporal Overlays. Demographic Analysis Economic Analysis Socio-Political Analysis

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Market Analysis Diversity Focus

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  1. Market AnalysisDiversity Focus 18 May 09

  2. Purpose Sources: USAAC partnered with USAREC and USACC to provide the data and references within the presentation. Market Analysis Spatial &Temporal Overlays • Demographic Analysis • Economic Analysis • Socio-Political Analysis • Competitive Analysis • Performance Analysis Provide Situational Awareness • Specifically asked to address: • Which areas are most strategically important? • Is the Army sufficiently reaching certain diversity objectives? • What are the priority cultural cohorts? What is the state of the landscape within the priority cultural cohorts?

  3. Top Market “Insights” • About 73% of American youth are not eligible for Army service. • Propensity is the lowest its been in over two decades; however, slightly growing. • Patriotism has steadily decreased since 2002, yet still higher than pre-9/11. • College is overwhelmingly the preferred post-high school choice (for both prospects and influencers). • Risk / Reward ratio favors civilian work vs. military. • Army is perceived as “ordinary” vs. other services. • GWOT or Overseas Contingency Operations continues to have a polarizing effect on the youth market. • Economic recession will not last for ever; some project the recession to slow by end of year with other markets (labor) following in 2010.

  4. BLUF-Diversity • The Army has a longstanding history of maintaining a diverse force of individuals who are proud to serve their country. • Overseas Contingency Operations have reasonably affected the public’s perception of service, making it increasingly more difficult to attract quality prospects from all racial-ethnic backgrounds. • The recent economic downturn has created several opportunities to strengthen the Army’s Brand Image and engage markets that have declined in Army favorability. • Racial-ethnic Market Assessment: • Hispanic: The Hispanic market is the fastest growing minority market in the U.S. but is largely underrepresented in USAREC BDEs. Additionally, the Hispanic QMA has seen considerable increases creating an area of opportunity for the Army. • PRIORITY = HIGH • Asian/Pacific Islander: The API market is under represented in every BDE, with 1st and 6th USAREC and 2nd and 8th USACC BDEs having the highest populations; presenting the greatest opportunities for both commands. • PRIORITY = MEDIUM (overall)/HIGH (targeted areas) • African American: The African American market is currently overrepresented in USAREC and USACC aside from BDEs with extremely low African American populations and QMA’s. • PRIORITY = LOW

  5. Projected QMA Population in 2010 Predominant Population Centers Hollow Middle SOURCE: Woods and Poole

  6. API Market Assessment – Brigade Level (USAREC) 6th BDE 1st BDE • API is underrepresented in every USAREC Brigade. • API QMA has increased significantly in both 6th and 1st Brigades where the overall API population is also significantly higher than other areas in the U.S. • Battalion level analysis of both 6th and 1st Brigades: California (11.2%) and Oregon (12.1%) are are in the Top Five States for unemployment rates API Population Dispersion 1 6 5 1. Highest QMA (6th BDE): - 6H/Portland (highest) - 6N/Fresno - 6F/Los Angeles 2. 6F/Los Angeles is representative of the population. 3. 6H and 6N are areas of opportunity in the API market. 1. Highest QMA (1st BDE): - 1G/NYC (highest) - 1K/Mid-Atlantic - 1B/Baltimore 2. All identified BNs have a higher QMA than Nat’l average but are underrepresented. 4 3 USAREC Brigade Boundaries

  7. API Market Assessment – Brigade Level (USACC) API Population Dispersion • The API population is underrepresented throughout Cadet Command, much as is in USAREC; smaller population requiring special focused communications. • Areas of opportunity include both 8th and 2nd BDEs, closely mirroring USAREC’s 6th and 1st BDEs. • Focus should be on unity of efforts when engaging both prospects and influencers for Soldiers and Officers due to the similar market dispersion and general high quality. • In terms of Officer Accessions, a considerable opportunity also exists in this market to fill special missions requirements due to the high college graduation rates for this population (JAG, Medical, etc). ROTC Brigades

  8. 1 of 2 Hispanic Market Assessment – Brigade Level (USAREC) Hispanic Population Dispersion • Oregon (12.1%), California (11.2%), Florida (9.7%) and Washington (9.2%) represent states with unemployment rates higher than the national average with high Hispanic QMA. • Hispanic QMA has increased in every BDE and significantly in 6th BDE. • 6th BDE is the highest area of opportunity for quality Hispanic Accessions, followed by select BNs in 3rd and 4th BDEs (following slide discussion). 6 5 1 4 3 USAREC Brigade Boundaries

  9. 2 of 2 Hispanic Market Assessment – Brigade Level (USAREC) Hispanic Population Dispersion 6 5 1 4 3 USAREC Brigade Boundaries

  10. Hispanic Market Assessment – Brigade Level (USACC) NOTE: 1st BDE shows a sharp decline due to the restructuring of Cadet Command boundaries in 2008. 1. Overall, USACC is representative of the Hispanic population, which is the fastest growing minority group in the U.S. 2. However, 8th BDE and 5th BDE are under represented and contain the highest Hispanic populations. 3. Much like USAREC’s 6th BDE, 8th USACC BDE contains a high quality Hispanic population. There is an opportunity for both commands to synchronize engagement and activities with the Hispanic population in these areas to ensure a consistent message at a lower cost. 4. It is essential to engage influencers and showcase family enhancing programs to effectively generate interest in this market. Hispanic Population Dispersion

  11. African American Market Assessment – Brigade Level (USAREC) South Carolina (11.4), California (11.2%), North Carolina (10.8%), Florida (9.7%), Mississippi (9.4%), Georgia (9.2%) and Alabama (9.0%) have unemployment rates higher than the national average. • The African American market (AAM) is currently over represented in every BDE accept 5th BDE. • Every BN in 5th BDE aside from 5K/Minneapolis (lowest QMA) are underrepresented. • The QMA is extremely low in every BN in comparison to the national population. • Maintaining outreach in 5A/Chicago and 5I/Great Lakes will ensure the majority of the QMA in this BDE are engaged. • The African American market has been over represented since late 2006, well before the economic down turn and shift in political landscape. • QMA has increased significantly in 1st and 3rd BDEs in the past three years. African American Population Dispersion 1 5 6 4 3 USAREC Brigade Boundaries

  12. African American Market Assessment – Brigade Level (USACC) • Overall, the African American population is overrepresented in every USACC BDE except 7th and 2nd Brigades. • 7th BDE is similar to USAREC’s 5th Brigade in that there is a very low African American QMA. 2nd BDE represents an area of opportunity for increasing Officer Accessions although the overall population is not extremely high due to the increase in QMA. • Much like USAREC, success in nearly all USACC BDEs has been ongoing since before the economic downturn and shift in political landscape. • Giving specific attention to family/influencer messaging and community outreach will continue to reinforce success.

  13. BACKUP

  14. More than 1/3 of Army contracts over the last two years come from the Southern Region of the United States The Southern Region is the only region where contracts greatly exceeds the qualified military available (QMA) population In every other region of the country, contracts are at or below the representative level of QMA population USAREC Contracts by Region

  15. Current Army Recruiting Stations Red-Dense Urban Areas Yellow-Suburbs and Smaller Metro Areas Green-Rural Areas

  16. Lowest Propensity On Record Propensity for Service in the Military • Propensity is a “barometer” of overall youth attitudes toward military service • Since the military drawdown of the early 90’s, propensity was steady until the US began operations in Iraq. • There has been a steady decline in propensity since the post-Iraq invasion spike in 2003, and has now begun to rise from its lowest point. 9% Q: How likely it is that you will be serving in the military in the next few years? Individuals indicating that they “Definitely Will” or “Probably Will” serve in the military in the next few years are considered “Propensed.” Source: YATS (1984-1999) and DoD Youth Polls (2001-2009)

  17. Propensity in Time & Space 2004 2005 2006 2007

  18. HCM Population Growth • Takeaway: • 1. The HCM market represents • nearly 20% of the QMA. • The current and projected • size of this market indicates • an area of opportunity. Observation: • The overall HCM market is expected to continue to grow at a rate of 25% with the Hispanic population representing 15.5% of the USA population by the year 2010 • Source: U.S. Census Bureau, International Data Base, Table 094 http://www.census.gov/ipc/www.idbprint.html

  19. > 5% Increase > 1% Increase No major change > 5% Decrease > 1% Decrease No major change

  20. > 5% Increase > 1% Increase No major change > 5% Decrease > 1% Decrease No major change

  21. > 5% Increase > 1% Increase No major change > 5% Decrease > 1% Decrease No major change

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