Director of Marketing G7 US Army Accessions Command

1. Director of MarketingG7 US Army Accessions Command

2. G-7 Directorate of Strategic Communications, Marketing and Outreach

3. Mission Statement Director of Marketing/G7 • Develops, directs and executes the Army’s strategic communications in support of the Accession mission. • Oversees advertising agency in support of recruiting of officers, warrant officers, and enlisted personnel. • Is responsible for implementing marketing communications research, developing national advertising campaigns ICW Assistant Secretary of the Army (M&RA) and the Army Brand Group, and oversight of subordinate unit local advertising programs and policies. • Is responsible for the integration and synchronization of national marketing events and activities across the command. • Is responsible for Strategic Outreach programs and the coordination and support of partners in recruiting. • Coordinates with the TRADOC Public Affairs Office for the full spectrum of public affairs support to CG, USAAC. • Coordinates and provides oversight on the advertising contract and serves as the command COR for all advertising contract actions.

4. Working Relationships SA/CSA McCann World group New York, NY ASA (M&RA) OCPA DASA-HR ABG OCAR USAAC-G-7 Reserve PS MSN National Advertising, Promotions & PR For RA, USAR & ROTC IET USAREC USACC Basic Training Local Advertising, Publicity, Local Advertising, PR Event Promotions and Partnerships And HQ Command Programs 8 Battalions 5 Brigades 272 Host Schools 38 Battalions United States, Europe, Asia

5. The Army brand must be thought of as an umbrella over the Army’s “products” Regular Army Army Reserve ROTC • The Army brand will have a single message, look, personality and tone • Linked brand positioning (messages) • Unified logo/ visual identity • Each product has its own identity, but fits with the overall Army brand • Linked positioning statements for RA, USAR and ROTC • The products contribute to the image of the Army brand, and they will benefit from the positive associations consumers develop toward the umbrella brand

6. Strategy • Short term - • Launch and establish Army Brand • Increase Leads and traffic to stations to meet recruiting mission • Position Brand for Long Term success - one look and one voice • Midterm - • Build Army Brand and improve awareness and propensity • Employ market segmentation research to target messages more effectively • Employ Public Relations to extend message to both the internal and external audiences • Develop ethnic specific messages to increase enlistments in under-represented ethnic markets • Long term - • Reinforce Army Brand with compelling and relevant ads and messages • Integrate learning from Ad Tracking and research to improve campaign effectiveness • Synchronize Army-wide outreach programs and assets to support recruiting

7. The Army’s Positioning For Recruiting Soldier’s Purpose A Soldier serves in the US Army and is committed to protecting the U.S. Constitution and all that it stands for. Soldiers Definition A Soldier is strong (mentally, physically and emotionally), adaptive, confident, and values driven. Value Statement Becoming a Soldier prepares you to succeed at whatever you select as your goals. 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. Support • Enlisted: Army skills; leadership and teamwork training; educational opportunities • Officer: Leadership and management development of each cadet/officer • Emotional assurance for both: pride in making a difference

8. Strategic Communications & Operations Division

9. Major Responsibilities • Leads operational planning and execution of the advertising strategy in order to provide broad national awareness of the Army Brand, the value of being a Soldier, and complement and enhance the efforts of the USAREC and USACC commanders to ensure mission success. • Coordinate the development, revision and support of the Strategic and Marketing Operational framework for all Army accessions. • Synchronize the efforts of Advertising and Outreach Divisions internally as well as directorate interface with a variety of constituents including OCAR, OCPA, G1, ABG and PDUSA-RE. • Develop and refine existing communication methodologies to maximize efficiencies in each division, and with the Army Brand Group and advertising agency to achieve mission success.

10. Program Initiatives& Analysis Division

11. Major Responsibilities • Responsible to the Director, G7 for coordinating with the contracted advertising agency and the Army Brand Group to ensure development of strategic marketing communications programs support of Army recruiting. • At the discretion of the Deputy Director, serve as Program Manager and represent the directorate on multi-organization teams tasked with review of recruiting communication issues deemed critical by the CG, USAAC. • Survey the competitive landscape in order to identify emerging opportunities for application in recruiting tactics. • Responsible for reviewing and tracking advertising program execution across all accessions missions and channels to determine their efficiency, effectiveness and USAAC's return on investment. • Serve as liaison to the Center for Accessions Research to ensure that the USAAC G7 is informed about relevant research.

12. Advertising Division

13. Major Responsibilities • Program Management and Production of approved advertising tactics to include television and print for NPS, ROTC, Reserve Prior Service and Special Missions • Manages execution of all media for all programs including schedules, changes, and budget for print, TV, radio, internet online advertising, social media and distributed content across the Web • Manages printing and production of all RPIs for all missions; manages direct mail production; manages G7’s role in the Accessions Distribution Center • Manages staffing and execution of Officership programs tactical plan to include ROTC; includes web, direct mail, events and print/online media • Manages Web content for all programs including maintenance, updates, new content, architectural changes and new applications • Manages execution of licensing plan by licensing agency to include new products, contracts and Army intellectual property rights (transfers to M&RA this FY)

14. Specific Communications Programs • Active • Reserve • ROTC • Army Medical Department • Chaplain Corps • Judge Advocate General Corps • Army Bands • Reenlistment • Reserve Prior Service • OCS/WOFT • Special Forces • 09L Translator Aide/Skilled Linguist • Warrant Officer Pre-Prospects Prospects Influencers Hispanic African-American

15. Become Become Seek Become Purchase Affirm Aware Intrigued Info a Lead Decision Public Relations TV, Channel 1 Print Regional Radio, OOH, Print Online Media Direct Marketing Website Local Events Decision & Communications Continuum Nationally Driven Events Local Traffic Driving Ads Recruiter Station Merchandising Recruiter Sales Materials Future Soldier Activities

16. Personal Presentation Item Manager

17. Major Responsibilities • Serves as Support Services Program Specialist, with overall responsibility for providing general and logistical support services for advertising Personal Presentation Items (PPIs) for USAAC, USAREC, USACC, and OCAR. • Designs, procures, and monitors PPI stock levels at the Accession Distribution Center (ADC) in coordination with Program Managers (PMs) from AMEDD, Cadet Command, USAREC, etc. • Serves as a member of the requirements team to make decisions such as Credit allocation and other business rules. • Facilitates quarterly PPI Manager IPRs with key stakeholders (USAREC, Cadet Command, OCAR, PMs USAAC G4, and ASB).

18. Personal Presentation Items • The use of personal presentation items (PPI) must clearly serve to influence prospects or centers of influence (COI) or otherwise communicate a recruiting message. • Prospects are defined as persons who are currently eligible for military service or who will be during the current fiscal year. • COI are persons who can reasonably be expected to influence the enlistment decision of a large number of prospects. • The cost of PPI for prospects will not exceed $6 each. The cost of PPI for COI will not exceed $12 each.

19. Outreach Division

20. Major Responsibilities • Research, develop and execute national level event marketing programs to reach influencers and prospects. • Plan and conduct public relations campaigns to increase awareness of Army accessions programs; enhance the public’s perceptions of the Army; and to build a positive environment for recruiting and accessing enlisted and officer personnel. • Develop and build partnerships with key national centers of influence and civic, professional and Veteran’s organizations to assist recruiting and ROTC personnel to reach influencers and prospects in minority and other essential markets. • Develop, through the Accessions Targeting Board, tactical targets for the employment of Accession Support Brigade and national advertising assets.

21. Accessions Targeting Board (ATB) • Mission: • Quarterly, allocates command and selected agency event assets in a manner that provides the best ROI • Synchronize with national Army assets • Develops • Roles and Responsibilities: • Working Group: G-7, G-2, USAREC, USACC, ASB, Agencies • Reviews command plans for deployment of ASB assets and support to national events and assets • Synchronizes command plans with national asset schedules • Recommends priority markets for agency-controlled assets • Allocates Interactive Semi’s (ISs), Adventure Semi (ASs) and Mobile Equipment Vehicles (MEVs) • Council of Colonels: • Directors, G-7, G-3 & G-2; Commander, ASB; Chiefs of Staff for USAREC & USACC; OCPA • Reviews the plan and recommends approval or changes • Chief of Staff, USACC • Approves the plan

22. National Event Marketing • All-American Bowl • Regional Mobile Exhibits • Virtual Army Experience • NHRA • NASCAR • Spring Break

23. Public Relations & Partnerships • National Council of LaRaza • Hispanic Association of Colleges and Universities (HACU) • Hispanic Engineer National Achievement Awards Conference (HENAAC) • League of United Latin American Citizens (LULAC) • Black Engineer of the Year Award • Essence Music Festival • National Urban League • Future Farmers of America • Skills USA • Planning for Life Program • Black History and Hispanic Heritage Months

24. Outreach Events • All-American Bowl • Regional Mobile Exhibits • Virtual Army Experience • NHRA/Yes Program • NASCAR • Spring Break • National Council of LaRaza • Hispanic Association of Colleges and Universities (HACU) • Hispanic Engineer National Achievement Awards Conference (HENAAC) • League of United Latin American Citizens (LULAC) • Black Engineer of the Year Award • Essence Music Festival • National Urban League • Future Farmers of America • Skills USA • Planning for Life Program • Reaches Hispanic & African-American pre-prospects and prospects • Black History and Hispanic Heritage Months

25. Outreach Multi-Cultural Events • National Council of LaRaza • Hispanic Association of Colleges and Universities (HACU) • Hispanic Engineer National Achievement Awards Conference (HENAAC) • League of United Latin American Citizens (LULAC) • Black Engineer of the Year Award • Essence Music Festival • National Urban League • Future Farmers of America • Skills USA • Planning for Life Program • Reaches Hispanic & African-American pre-prospects and prospects • Black History and Hispanic Heritage Months