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BLUF. Army ROTC needs to produce officers that reflect the diversity of the nation and the needs of the Army with focus on: Geographic diversity Academic diversity Ethnic diversity
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BLUF • Army ROTC needs to produce officers that reflect the diversity of the nation and the needs of the Army with focus on: • Geographic diversity • Academic diversity • Ethnic diversity • A major barrier to ROTC recruiting is the lack of knowledge and understanding among prospects, parents and other influencers. • USACC needs to increase awareness to generate interest and demand. • On-campus research demonstrates that the key element in recruiting success is knowledge-driven communication between parents and students prior to arrival on campus.
Goals of Regional Market Expansion In order to achieve goals – we need to increase these Ethnic Diversity Geographic Diversity Academic Diversity • Increase Demand: • Increase awareness of pre-college market prospects and influencers • Increase Competition: • Increase the number of prospects applying for scholarships • Increase the number of Cadets attempting to contract • Increase Quality: • Competition leads to quality increases
Army ROTC Host Locations ROTC hosts are in every state and territory Population favors the east coast as does the number of ROTC units Student population is heavier in urban areas and California and Texas than reflected in AROTC presence
High STEM Degree Opportunities (ranked) Target STEM Schools (Top 5 by Specific Category) • Overall targets were ranked by number of degrees conferred and high value in each specialty. While targets may not have the overall highest rate of degrees conferred in one specific category, they represent areas of high opportunity for all three specialties. • Recommend taking advantage of schools with overlapping science and engineering targets. • Engineering and science majors are most frequent overall in California, New York and Texas with significant numbers of degrees in Michigan, Indiana, Illinois and Pennsylvania. • Heavy numbers also come from individual schools despite the fact that the region may not be heavily focused on a specialty.
Targets: QMA Production & Ethnic Representation • Methodology: • Identify high Cadet Command QMA targets based on High-High and Low-High production/population areas. • Overlay cadet production by ethnicity information and take the top ten DMA’s in a 1) QMA (Total) context and 2) QMA (Ethnic) context. • -------------------------------------------------- • Recognize overlapping STEM school opportunities.
Top Ten DMA’s: Cadet Enrollment • These DMA’s represent cadets enrolled by their ‘Home of Record’ (HOR) for 2008. • Essentially, high school juniors and seniors in these areas have made the decision to choose ROTC despite their school selection. • Recommend eliminating DMA’s 560 and 544 based on high military visibility and representation in these areas. • High production DMA’s represent highly populated areas on both the east and west coast, with several ethnicity targets included.
Conclusions • Investing resources in high quality DMA’s will result in long term program awareness and increased production. • Increased production is essentially more scholarship applications which gives the Army an opportunity to be selective and increase program competition. • Focus on local demographics and preferred media will help tap greater diversity of markets • Success requires powerful Officership messaging to prospects, parents and influencers that clearly differentiates the differences and benefits of commissioned versus enlisted service.
African American College Enrollment Concentrations African Americans enroll in much higher numbers at state schools and are present at all major universities, but those in the south and southeast have the highest percentage African American enrollment Public schools in urban areas, NYC, et al, have large percentages of African-American enrollment
Hispanic College Enrollment Concentrations Hispanic student populations in California and south Texas are the greatest in the country with numerous Hispanic Serving Institutions. Hispanics tend to attend college near home and are predominantly at state schools, e.g., Cal States, Texas A&Ms.
API College Enrollment Concentrations Asian American/Pacific Islanders are most highly represented along the west coast. New Jersey and New York have significant, but different Asian American populations (more India subcontinent) Guam and Hawaii consistently produce high percentages of API commissions.
