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FY10 USAREC Local Advertising. Agenda. FY10 Local Advertising Guidance to the field FY10 Allocation Bde splits HQ command programs Fusion/Targeting Cell training/process Key bde highlights Way ahead. BLUF.

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Presentation Transcript
agenda
Agenda
  • FY10 Local Advertising Guidance to the field
  • FY10 Allocation
    • Bde splits
    • HQ command programs
  • Fusion/Targeting Cell training/process
  • Key bde highlights
  • Way ahead
slide3
BLUF
  • To gain approval for the release of the remaining FY10 local advertising dollars.
  • We now have systems to get the most out of the money allocated and will track our success:
    • ETBM training
    • SATB process
    • SBC analysis
    • future use of EMS
    • thresholds for review of Bn/Bde spends
fy10 field guidance
FY10 Field Guidance
  • Leverage training conducted on “Engaging the Battalion Market” to establish priority targets, prioritize support assets, synchronize staff efforts IOT drive the lead generation efforts.
  • The goal is lead generation and to build on the national marketing plan to focus on driving high school and college students to a recruiter (at the station or event). Funds are allocated to USAREC for lead generation; awareness is a 2nd order effect but should not be the sole justification for buys.
  • The priority of effort for the Brigade local advertising dollars will be towards Must Win Must keep battalions, with emphasis on COI events, Battalion Asset events, TAIR, print, radio and cinema with precise efforts identified by Bn level targeting cells. Priority of partnering with Cadet Command, PaYS, Installations and National organizations where MOUs exists.
  • The initial mix for all local advertising dollars will be 75% RA, 25% for Army Reserve and AMEDD will be 60% RA and 40% AR.
current target set
Current Target Set

Asian-Pacific

Islander

Regular Army

Army Reserve

African American

Hispanic

Targets of Opportunity: Mid-Atlantic, New York City, Baltimore, Albany

Most Successful Markets: Dallas, Kansas City, Tampa, Houston, Oklahoma City, Atlanta, Columbia, Jacksonville, San Antonio, Raleigh, Montgomery

Most Trouble: Mid-Atlantic, Baltimore, New York City, Albany, Fresno, Minneapolis, Chicago, Los Angeles

slide6

Staff Estimates

S2

S

W

A&PA Chief

S3

O

T

ESS

S*W*O*T

PE 1

Identify

Possible

Objectives

A.

B.

C.

:

:

Commander

--Intent

--Guidance

--Goals

CDR Brief to Gain

Approval

PE 2

Prioritized

Objectives

1.

2.

3.

:

:

Strategy & Tactics

Brainstorming

Obj 1 Initiatives

Obj 2 Initiatives

Obj 3 Initiatives

:

:

Develop Draft Market Plan

Supporting Objectives

Mission Planning

CDR

Approval

6

Making the connection between commander’s intent and the market

brigade highlights
Brigade Highlights
  • 1st Bde Precision Targeting, Building Partners
  • 2nd Bde Increase GSA, HS Mkt emphasis
  • 3rd Bde HS Seniors nesting with national
  • 5th Bde PtoP concentration, targeted HS Mkts
  • 6th Bde Precision, Pri Comp, Synergy
  • MRBde Precision targeting of AOCs, Partnerships and COI development
way ahead
Way Ahead
  • SATB to validate Targeting Board results
  • Source Based Code training for Battalions
  • www.goArmy Tng at Schoolhouse
  • Targeting Board tng at G2/7/9 Conference
  • EMM development
ad