February 2006 Monthly Talking Points

1. February 2006Monthly Talking Points

2. Monthly Talking Points • FY 2006 Missions: • Active Army 80,000 (60,141) • Army Reserve 25,500 (19,413 • Current Success • Active Army 19,859 YTD • Army Reserves 6,087 YTD

3. Potential Audiences and Relevant Messages by Audience • Educators, teachers, superintendents • Recruiters needs access to school so that we may educate teachers and students about the opportunities the Army offers • Parents and other influencers • There are literally hundreds of opportunities for you adults to become highly educated, confident leaders of tomorrow • The armed forces is one of the noblest endeavors anyone can undertake • Soldiers and other internal audiences • Stand ready to share your Army story and to refer potential applicants to Army recruiters

4. Current Top Talking Points • Today’s Soldiers • Expertly trained, well equipped, adaptive and confident • Volunteerism • During a protracted war • Strong belief in the value of military service • Part of something bigger than themselves

5. Current Top Talking Points • Iraq • America’s Soldier continue to exceed every expectation for courage, dedication and selfless service • Battling against anti-Coalition forces • Improving quality of life • Facilitating reconstruction • Leading the fight against terrorism

6. Current Top Talking Points • Intangible Benefits • Challenging experiences • Prepare them for a lifetime of success • The Army builds character • Soldier who are mentally, physically, and emotionally strong, self-assured & confident • Themselves, their families, and their Nation

7. Current Top Talking Points • Qualifications • U.S. citizen or permanent legal resident • 17 to 39 years old (Regular Army & Army Reserve) • Healthy and good physical condition • In good moral standing • High school or equivalent education

8. Incentives • Enlistment as short as 15 months (plus training) • Get the chance to do something for their country • $5,000 cash or up to $18,000 to pay back qualified student loans

9. Incentives • Army guarantees recruits job training in the job they choose • Enlistment bonus up to $40,000 • Assignment incentive up to $14,000 • $71,424 for college w/ ACF and MGIB

10. Incentives • $65,000 to repay qualifying student loans • $4,500 a year tuition assistance to attend college while you serve • More than $105,800 in combined enlistment incentives

11. Selected Quotes from DoD News Briefing by General Peter Pace • “300 million Americans, protected by 2.4 million volunteer” • “should be encouraged do...where our enemy has stated intention” • “that dedicating a part of your life to the service of this country is an honorable thing” • “encourage them to encourage their young men or their young women to consider service

12. Recruiting Topics • Ongoing military operations in Iraq and Afghanistan • About welfare of their loved ones • Don’t want to see them deployed or harmed in any way • The Army is beneficial • That U.S. Army Soldiers receive the very best training in the world • Recruiting in small towns vs. urban areas • All walks of life and all levels of American society • Recruiting in southern states and rural areas • Benefits of Army service are available to all qualified applicants • From rural, suburban and urban backgrounds

13. Recruiting Topics • Recruiting myths regarding poor and minority schools, communities and population • Recent analysis indicates that FY 04 Active Army accessions came from areas where household was similar to the nation at large • Army recruits come from middle class America with median household incomes from $33,000 to $55,000 • The Army has recruited higher income zip codes.

14. Recruiting Topics • Enlistment Criteria • Adjusted our enlistment criteria to match those of the Department of Defense • Now allow more citizens with a propensity to serve • 90% of non-prior service to be high school diploma graduates, no less than 60% to score in Test Score Categories I-IIIA • Score in Test Category IV during Fiscal Year 2006 • DoD benchmark for new enlistees scoring at or above the 50th percentile is 60% • In 2005, 67 percent of recruits scored above the 50th percentile; by definition only 50 percent of American youth did.

15. Recruiting Topics • Counter-recruiters and demonstrations and their affect on recruiting • Freedom to assemble • Freedom of speech • Two of the fundamental rights under the First Amendment

16. The No Child Left Behind Act and recruiters in high school • Release student information to the military services • Parents must notify their child’s school if they don’t want their child’s information released • Requires high school to provide recruiters with opportunity to make presentations to all students • Our prime target audience is people between 17 and 24 years old

17. The No Child Left Behind Act and recruiters in high school • United States has had an All-Volunteer military since July 1, 1973 • Our recruiters need the same access to students as employers and institutions of higher education, so that student and educator are informed that military service is a viable career option

18. The No Child Left Behind Act and recruiters in high school • Obtaining student lists • Discuss their goals and encourage students to stay in school and graduate • Identify and follow up on students interested in pursuing the military • The March2Success program

19. Solomon Amendment and recruiting on college campuses • Does not violate free speech right because institutions are certainly free to protest DoD policies • Military recruiters are given equal access as other private and government recruiters to campuses and its students • Contends the law does not infringe on freedom of speech rights because schools are able to oppose the Pentagon’s policy so long as they give the military equal access as other to campuses.

20. Recruiting Communication Goals • This will be achieved increasing the understanding of what a Soldier is • Persuasively communicating the value of being a Soldier consistently through every Army recruiting activity • Motivating prospect to take action • Convincing influencers to be supportive prospects

21. Recruiting Communication Goals • Army’s positioning for recruiting • Serves in the U.S. Army and is committed to protecting the U.s. Constitution and what is stands for • Is strong (mentally, physically and emotionally), adaptive, confident, and value driven • A Soldier prepares you to succeed at whatever you select as your goals • Soldier strengthens you today and for the future because • Develops your potential through relevant and challenging training, shared values

22. Recruiting Communication Goals • Key messages • Prepares you to succeed at whatever you select as your goal in life • Strengthens you both now and in the future through mastery of tools and technology • Through development of my capabilities • The Army builds characters – Soldier who are strong, self-assured, and confident, individuals who take in being Soldiers and making a difference for themselves, their families, and their nation

23. Current/News Recruiting Incentives • USAREC G5 web site: • http://www.usarec.army.mil/hq/apa/Index.htm

24. Projected recruiting Public Affairs Theme for March • Have served in Operation Iraqi Freedom and Operation Enduring freedom • Report to temporary duty under the Special Recruiter Assistance Program

25. Projected recruiting Public Affairs Theme for March • Lead Refinement Center • Meet medical, moral and mental criteria • Influencer Talking Points • Parents and influencers about recruiting and the war on terror are on the USAREC G5 website: • http://hq.usarec.army.mil/apa/laptestpa.htm

26. Good News In Iraq • 200 Major Water Treatment Projects • 110 Hospitals/ Health Clinics Fixed 600 Equipped • 1,400 Towers • 2,947 Schools Rehabilitated • 8,600 KMs of Wire

27. Coalition Winning in Afghanistan • February 6, 2006 – Despite a rise in attacks in Afghanistan, however, Army Lt. Gen. Karl Eikenberry said, “we have not won the war yet” • Two crucial missions in Afghanistan • Defeat the al Qaeda network • Create the condition so that the Taliban and international terrorism could not come back • Osama bin Laden • Terrorist network

28. Coalition Winning in Afghanistan • We’re attacking a global network and we’re making huge progress right now in taking out leadership nodes and continuing on the attack • American people and the international community • NATO’s assumption of control in Afghanistan • U.S. military will remain the largest foreign military force in Afghanistan even after NATO assumes control

29. Coalition Winning in Afghanistan • NATO’s ability to work in the country • NATO’s forces first entered Afghanistan two and a half years ago • Only loss of will can stop coalition from success in Afghanistan • The troops they have forward in Afghanistan right now

30. How Americans can show support and access military news • America Supports You • http://www.americasupportsyou.mil/ • Defense Link • http://www.defenselink.mil/ • Defend America • http://www.defendamerica.mil/

31. Department of Defense Casualty Information • The report breaks out casualties by service and hostile and non-hostile deaths • http://www.defenselink.mil/release/2006/nr20060110-12290.html • Other current public affair guidance • As a reminder, current Department of Defense, Department of the Army, Recruiting Command Public Affairs guidance/talking points are posted at the G-5 Intranet Home Page at http://hq.usarec.army.mil/apa/index.htm