Director of Marketing
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Director of Marketing G7 US Army Accessions Command. G-7 Directorate of Strategic Communications, Marketing and Outreach. Mission Statement. Director of Marketing/ G7 Develops, directs and executes the Army’s strategic communications in support of the Accession mission.

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Director of Marketing G7 US Army Accessions Command

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Director of marketing g7 us army accessions command

Director of MarketingG7 US Army Accessions Command


G 7 directorate of strategic communications marketing and outreach

G-7 Directorate of Strategic Communications, Marketing and Outreach


Director of marketing g7 us army accessions command

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.


Working relationships

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


Director of marketing g7 us army accessions command

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


Director of marketing g7 us army accessions command

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


Director of marketing g7 us army accessions command

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


Strategic communications operations division

Strategic Communications & Operations Division


Major responsibilities

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.


Program initiatives analysis division

Program Initiatives& Analysis Division


Major responsibilities1

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.


Advertising division

Advertising Division


Major responsibilities2

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)


Specific communications programs

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


Decision communications continuum

BecomeBecomeSeekBecomePurchaseAffirm

AwareIntriguedInfoa LeadDecision

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


Director of marketing g7 us army accessions command

Personal Presentation Item Manager


Major responsibilities3

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).


Personal presentation items

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.


Outreach division

Outreach Division


Major responsibilities4

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.


Accessions targeting board atb

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


National event marketing

National Event Marketing

  • All-American Bowl

  • Regional Mobile Exhibits

  • Virtual Army Experience

  • NHRA

  • NASCAR

  • Spring Break


Public relations partnerships

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


Outreach events

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


Outreach multi cultural events

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


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