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FY10 Marketing Plan

FY10 Marketing Plan. ASA, M&RA 8 October 2009. Purpose. Informational briefing on the program elements and anticipated delivery of the FY10 Annual Marketing Plan. Enterprise Plan Guidance: Goals.

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FY10 Marketing Plan

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  1. FY10 Marketing Plan ASA, M&RA 8 October 2009

  2. Purpose Informational briefing on the program elements and anticipated delivery of the FY10 Annual Marketing Plan.

  3. Enterprise Plan Guidance: Goals • Goal 1: The Army is seen as a valued organization that Americans support, recommend and want to join. • Goal 2: Achieve all missions while becoming a more efficient Enterprise. • Goal 3: Significantly improve perceptions of the Army and improve equity in the value of being a Soldier.

  4. USAAC Commander’s Guidance • Be bold and innovative in your approaches and recommendations. • Assess with precision. Achieve accessions must simply to the mission, but within a “consistent band of excellence.” • No more marketing carpet bombing. Prioritize markets. Reinforce success. Mass fires on opportunity and under-achieving markets. • Ensure the Army continues to be a mirror of the population of America. Diversity means more than just minorities. • Goarmy.com is the “must win” destination of all our marketing.

  5. Through The Eyes Of Our Prospects

  6. We are living in a Media Fragmented World!

  7. But we are also totally connected at the same time…

  8. It’s Time to Shift Gears

  9. Prospects = Plugged In

  10. Brands

  11. YouTube video Staying Connected

  12. Overall Plan Delivery * Delivery reflective of National and Spot TV in typical priority market. ** Provides the GCM prospect to Influencer conversion. FY09 is in addition to existing Influencer plan.

  13. Per the EPG, the Annual Marketing Plan has been constructed against the Operational Framework

  14. Evolving Our Approach • Awareness (Stage 1) program messages will be path-neutral (Army Enterprise) in order to appeal to the widest segment of our market. • Engagement (Stage 2) programs will receive the dedicated handoffs for each platform and migrate to a broad and deep exploration of the Army. • Activation (Stage 3) programs will achieve dedicated mission goals with a focus on making mission with precision.

  15. Simplifying The Army Message

  16. Enterprise Approach to Stage 1 Messaging (Awareness) Three path-neutral strategic platforms • Message platforms have been developed based on audience motivators, barriers and existing perceptions. • Allows us to message against those areas where the Army has room to improve perception as a valued organization. • Focus is on increasing consideration, preference and willingness to learn more. Leadership Education Opportunities & Options

  17. 1. Enterprise platforms inspire broad interest and relevance.2. Lead Prospects to specific engagements and allow discovery.3. Nurture relationships to encourage self-selection. Awareness Reasons to become a Soldier Education Leadership Opportunity & Options Stage 1 All the ways to become a Soldier Engagement Stage 2 MY way to become a Soldier Activation Stage 3 Stage 4 Recruiters/counselors

  18. Stage 1 AwarenessGeneral Market Programs • Sponsorships • All American Bowl • National Hot Rod Association • NASCAR • Spring Break • AMEDD Conventions • Essence Music Festival • General Market Conventions • Skills USA • Future Farmers of America • Health Occupations Students of America • Advertising • Television (National & Spot) • TV Commercial Production (x3) • Print (Education) • Search • Digital Engagement • Search Engine Optimization • Influencer Radio (AACM & HCM) • Public Relations • Strategic Media Outreach • Grassroots Community Outreach • Planning for Life • Education Initiative

  19. Stage 1: AwarenessArmy Ethnic Programs • Hispanic Outreach • League of United Latin American Citizens • Hispanic Engineer National Achievement Awards Conference • Society of Hispanic Professional Engineers • Hispanic Association of Colleges and Universities • Hispanic Heritage Foundation • National Association of Hispanic Publications • The National Association of Hispanic Journalists • Influencer Radio • African American Outreach • 100 Black Men of America • National Society of Black Engineers • National Urban League • NAACP • National Association of Black Journalists

  20. Stage 2: Engagement Awareness Reasons to become a Soldier Education Leadership Opportunity & Options Stage 1 All the ways to become a Soldier Engagement Stage 2 MY way to become a Soldier Activation Stage 3 Stage 4 Recruiters/counselors

  21. Stage 2: Engagement Mapping Out the Digital Program Pay off the platform messages and transition to a deeper mission focus. Generate force multiplier effect by facilitating dialogue about the Army with compelling content. goarmy.com ... Prospect Social Websites Social Computing Generate Word of Mouth Be ever present and facilitate dialogue Provide compelling content to share

  22. Stage 2: EngagementEvents Unique face-to-face engagements with the Army: • Facilitate relationship building opportunities between Prospects and Recruiters. • Enhance relationships with schools, counselors, teachers, coaches, parents, etc. • Connect directly through authentic and relevant live engagements. • Create a value proposition where Prospects are willing to provide info beneficial to Recruiters. • Bring the Army into Prospect / Pre-prospect consideration set.

  23. Stage 2 Engagement Programs • Events Activation • All American Bowl Activation • National Hot Rod Association Activation • NASCAR Activation • Virtual Army Experience • Spring Break • Strength in Action Zone Tours (support Stage 1 Awareness sponsorships) • Band College Audition Tour • Ethnic Outreach Convention Support • Prospect Convention Support • AMEDD Convention Support • Public Relations • COI Engagement • Digital • Integrated “Payoff” Web Experiences • Episodic Web Content • Goarmy.com Rearchitecture • Social Media • Social Engagement • Social Computing • Mobile Event Support • Mobile Platform Support

  24. Stage 3: Activation Awareness Reasons to become a Soldier Education Leadership Opportunity & Options Stage 1 All the ways to become a Soldier Engagement Stage 2 MY way to become a Soldier Activation Stage 3 Stage 4 Recruiters/counselors

  25. Stage 3: ActivationRelationship Management • People wish to engage with the Army, but only on their terms. • Develop relationships first … then leads: • Educate and nurture Prospects keeping them engaged until they decide to speak with a recruiter or “opt out.” • Create reengagement to increase touch points and learning opportunities. • By “listening and learning” the Army can build trust, engagement and drive opportunity in a Prospect’s decision process: • By offering multiple channels to engage. We know that today’s Prospect wants the control; we must give them more options to engage with the Army using mediums of their choice. • By nurturing those Prospects to refine and pre-engage with them to separate the wheat from the chaff.

  26. Stage 3: ActivationDirect Response • Direct Response is the medium which facilitates Relationship Management: • Direct Response can efficiently drive multiple, customized messages based on a prospect’s activities or interests. • Not only starts relationships, but activates them through continuous dialogue, driving repeat engagements. • Direct Response is also the medium to reach specific markets given its ability to be deployed in a highly targeted fashion. Direct Mail Email RM Direct Response is the channel which facilitates relationship management and helps meet mission with precision

  27. Stage 3 Activation Programs • Sponsorships • My Footpath • My Majors • Making it Count • Direct Marketing • AMEDD Practicing/Student (Direct Mail & Email) • Chaplain (Direct Mail & Email) • JAG Direct Mail • Band Email • HSSR Direct Mail • HSJR Direct Mail • Digital • Relationship Marketing Nurture Program • Self-selection toolset • Cost Per Lead digital media • Special Missions job postings • CareerBuilder job postings

  28. Field support will continue to ensure tight linkages and consistent messaging in our communities Local marketing “playbook” for best practices and shared learning; Ad Update for real-time communication on national efforts. Syndicated program assets customized for local marketing. Expansion of pilot programs that deliver replicable strategies and tactics such as COI outreach and mobile platforms. McCann Field Marketing Representatives embedded with Army staff.

  29. In addition to national efforts, the plan is designed to provide specific support to Accessions priority markets. • Each discipline provides market support based on: • Historical performance (success and opportunity markets). • The three Accessions messaging platforms. • Cost effectiveness.

  30. National Recommendations National Program Metrics Prospect Reach/4+ Reach: 73%/61% * (National TV only) Prospect Reach/4+ Reach: 84%/71% ** (National & Spot TV) Influencer Reach/4+ Reach: 89%/82% *** Prospect Impressions (000s): 1,568,376 Quality Impressions (000s): 41,800 Prospect Engagements: 3,014,286 COIs Reached: 84,661 Leads Delivered: 743,932 * Delivery reflective of National TV only. ** Delivery reflective of combination of National and Spot TV in typical priority market. *** Provides the GCM prospect to Influencer conversion based on combination of National and Spot TV delivery above in **.

  31. Northeast Market Recommendations Priority Market Focus – Leadership messaging, Utilize Events and Outreach to target specific ethnic segments, Direct Mail used in areas of strong historical performance. Regional Program Metrics: Northeast Prospect Reach/4+ Reach: 73%/61% * (National TV only) Prospect Reach/4+ Reach: 80%/64% ** (National & NE Spot TV) Prospect Reach/4+ Reach: 79%/50% *** (Spot TV only) Prospect Impressions (000s): 169,701 Quality Impressions (000s): 23,080 Prospect Engagements: 17,806 COIs Reached: 2,620 Leads Delivered: 13,224 * Delivery reflective of National TV only. ** Delivery reflective of National TV activity and average Spot TV activity in DMA 544 (actual purchased market). *** Spot TV delivery reflective of combined average activity in purchased market.

  32. North Central Market Recommendations Priority Market Focus – Opportunity messaging, Events and Grassroots Outreach, Strategic Media Outreach, NHRA, SIAT and Planning For Life, Direct Mail used in areas of strong historical performance. Regional Program Metrics: North Central Prospect Reach/4+ Reach: 73%/61% * (National TV only) Prospect Reach/4+ Reach: 86%/71% ** (National & NC Spot TV) Prospect Reach/4+ Reach: 79%/54% *** (Spot TV only) Prospect Impressions (000s): 177,861 Quality Impressions (000s): 23,077 Prospect Engagements: 20,285 COIs Reached: 3,717 Leads Delivered: 16,766 * Delivery reflective of National TV only. ** Delivery reflective of National TV activity and average Spot TV activity in DMA 563 (actual purchased market). *** Spot TV delivery reflective of combined average activity in purchased market.

  33. Southeast Market Recommendations Priority Market Focus – Leadership & Opportunity messaging, with an increase in HCM TV and Hispanic Outreach via Events and Strategic Media, Direct Mail used in areas of strong historical performance. Regional Program Metrics: Southeast Prospect Reach/4+ Reach: 73%/61% * (National TV only) Prospect Reach/4+ Reach: 89%/74% ** (National & SE Spot TV) Prospect Reach/4+ Reach: 82%/56% *** (Spot TV only) Prospect Impressions (000s): 471,976 Quality Impressions (000s): 53,513 Prospect Engagements: 52,586 COIs Reached: 4,631 Leads Delivered: 45,869 * Delivery reflective of National TV only. ** Delivery reflective of National TV activity and average Spot TV activity in DMA 518, 524, & 686 (actual purchased markets). *** Spot TV delivery reflective of combined average activity in purchased markets.

  34. South Central Market Recommendations Priority Market Focus – Leadership & Opportunity messaging, with an increase in HCM TV and Hispanic Outreach via Events and Strategic Media, Direct Mail used in areas of strong historical performance to reach critical demographic in this region. Regional Program Metrics: South Central Prospect Reach/4+ Reach: 73%/61% * (National TV only) Prospect Reach/4+ Reach: 87%/72% ** (National & SC Spot TV) Prospect Reach/4+ Reach: 85%/60%*** (Spot TV only) Prospect Impressions (000s): 312,571 Quality Impressions (000s): 42,571 Prospect Engagements: 47,764 COIs Reached: 6,032 Leads Delivered: 36,240 * Delivery reflective of National TV only. ** Delivery reflective of National TV activity and average Spot TV activity in DMA 623, 753, 641, & 618 (actual purchased markets). *** Spot TV delivery reflective of combined average activity in purchased markets.

  35. Western Market Recommendations Regional Program Metrics: Western Prospect Reach/4+ Reach: 73%/61% * (National TV only) Prospect Reach/4+ Reach: 81%/66% ** (National & W Spot TV) Prospect Reach/4+ Reach: 79%/53% (Spot TV only) Prospect Impressions (000s): 193,561 Quality Impressions (000s): 25,934 Prospect Engagements: 23,449 COIs Reached: 3,119 Leads Delivered: 15,968 Priority Market Focus – Leadership messaging, with an increase in HCM TV to increase overall awareness of the Army, Utilize Events to support Army Platform messaging through SIAT, AAB, and NHRA. Leverage Grassroots and Strategic Media Outreach to address HCM. Reco local LAMP funds be used to reach concentrated API markets. * Delivery reflective of National TV only. ** Delivery reflective of National TV activity and average Spot TV activity in DMA 641, 618, 623, & 753 (actual purchased markets). *** Spot TV delivery reflective of combined average activity in purchased markets.

  36. Plan contributes to all EPG Goals • Plan designed to strengthen perceptions of the Army institution throughEnterprisemessaging. • Tactics orchestrated to inform, inspire and connect prospects and key influencers. • Robust COI and social programs act as a “force multiplier.” Goal 1 : The Army is seen as a valued organization that Americans support, recommend and want to join. Goal 2: Achieve all missions while becoming more efficient Enterprise. Goal 3: Significantly improve perceptions of the Army and improved equity in the value of being a Soldier. • Plan delivers activation against each mission, exceeding delivery against relative budget reduction, year-on-year. • Prioritization of effort against highest performing and highest opportunity geographies/markets maximizes efficiency of effort. • Shift into more efficient media (digital). Where they are. • Fully integrated Enterprise messaging approach focuses on most compelling benefits of becoming a Soldier. • Immersive engagement experiences allow Prospects/Influencers to fully understand the benefits of becoming a Soldier.

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