Grassroots Outreach Overview

1. Grassroots OutreachOverview Grassroots Workshop 18 AUGUST 2010

2. BACKGROUND Grassroots tactics are used by political campaigns, labor unions and other organizations to advance issues. In FY07, USAAC directed the agency to apply these tactics to the Army recruiting environment in the following manner: • Work in an initial demonstration market to develop recruiting-specific grassroots TTPs; evaluate effectiveness • Expand agency work to additional demonstration markets; evaluate effectiveness • Share TTPs throughout the command via a web-based playbook (www.armygrassrootsplaybook.com) • As grassroots TTPs are institutionalized throughout the command, agency reverts to a training/advisory role

3. GENERAL Grassroots principles Level 1 Engagement- Committed Advocates • People with the ability to influence others • Trusted sources of information Level 2 Engagement- Other Community Leaders • Supporters • Neutral-minded • Opponents Level 3 Engagement- Members of the Community At-Large • Supporters • Neutral-minded • Opponents

4. GRASSROOTS PRINCIPLES APPLIED TO usaac Level 1 = Advisory Board Level 2 = COI Outreach Level 3 = Media Outreach

5. ADVISORY BOARD

6. ADVISOrY BOARD Alignment between what the Army says and what respected and trusted leaders and third parties are saying creates credibility and impact • The voices of informed opinion leaders who have a deeper understanding of the Army and the value of service will resonate within their spheres of influence • Motivate others to act • Create opportunities for others to act

7. Who are they?

8. WHO ARE THEY? COI Categories Civic Leaders Educators Multicultural Leaders Veteran Organization Leaders Coaches Faith-Based Leaders Youth Organization Leaders Medical Leaders Celebrities Business Leaders Building a Grassroots Network filename

9. Advisory board Purposeful COI engagement Partnership between local Army and community leaders Activate “super-COIs” to reach other COIs (and direct Influencers) to create a more favorable environment for recruiting messages Advise Army leadership and serve as sounding board Quarterly meetings facilitated by local Army

10. How do you find them? How do you Engage? Find? Where do you start? Social Networking Committed Advocates CASA AUSA Army Reserve Ambassadors PaYS Partners Internet Research *Market Assessment Worksheet Building a Grassroots Network filename

11. BUILDING A NETWORK Develop a COI Database Government Major Industries/Businesses Education Higher Education Media/Entertainment Civic/Non-Profit filename

12. BUILDING A NETWORK Government Mayor City Councilmembers City Manager Police Chief Fire Chief City Attorney Police Unions filename

13. BUILDING A NETWORK Education Superintendent School Board Members Local Bureau Superintendents High School Principals (Smaller Markets) Private School Administrators Teachers’ Union Presidents Athletic Directors Coaches Heads of Guidance Counselors Associations filename

14. BUILDING A NETWORK Higher Education Community College Presidents Community College District Presidents University Presidents Board of Regents Board of Trustees R.O.T.C. Commanders Military Affairs Coordinators Directors of Career Placement filename

15. BUILDING A NETWORK Civic & Non-Profit Organizations Multi-Cultural Organizations N.A.A.C.P. L.U.L.A.C. 100 Black Men Civic Organizations Rotary Kiwanis Lions Club Religious Organizations Veteran Organizations filename

16. BUILDING A NETWORK Media & Entertainment Newspaper Owners Magazine Publishers Sports Owners/Executives Stadium/Venue Executives Sports Celebrities Media Celebrities Radio Hosts filename

17. BUILDING A NETWORK Business Major Industry CEOs Top Business Executives Chamber of Commerce Local Regional Ethnic Economic Development Board Members Top Business Influentials Public Relations Executives Public Affairs Executives filename

18. Building and Sustaining a Grassroots Board Grassroots Workshop 18 August 2010

19. ACTIVATING A COMMUNITY COI Advisory Board Army Team MARKET Super-COIs ENGAGE, EQUIP, SUSTAIN, ASK FOR SOMETHING!

20. Building the board Board Members Community Leaders Multicultural Leaders Elected Officials Superintendents /Educators Media Business Leaders • Activities • Serve as connection to community • Regularly meet to receive information • Provide advice to challenges • Use personal influence to open doors • Create opportunities • Provide leadership continuity • Work with Company Commanders

21. Board members Roles & Responsibilities Engage Cultivation event Board meetings Army events Recruiting activities Future Soldier swear-ins Award ceremonies Recruiting stations Installation tour Golden Knights jump

22. Board members Roles & Responsibilities Equip Recruiting mission Benefits Leadership opportunities Training Jobs Education Talking points Battalion facts

23. ASK FOR SOMETHING! Activate Reach out to school administrators Establish PaYs companies Identify companies for potential Employer Partners Write letters to editor Media interviews Speak at Army events Facilitate speaking engagements for Army Identify community events for Army participation

24. Hosting Cultivation events and Board Meetings

25. Board meetings Introduction – Strong Leadership Key to Success Vision Objectives Goals Cultivation Event – Engage COIs to Support Army Advisory Board Host (lunch or dinner) with super COIs Introduce board meeting concept Educate recruiting challenges/successes Get commitment Board Meetings – Build more Favorable Recruiting Environment Quarterly meetings Develop mission & goals Provide Army recruiting tools Action items for board members * See Event Coordination Checklist

26. Market Assessment andBoard Leadership Grassroots Workshop 18 August 2010

27. Market assessment Challenges Fewer qualified for Army service Fewer considering joining Army Parental support declining Schools limiting recruiter access Benefits are not fully understood Lack of Army knowledge Recruiting mission increasing No Army Installation in area

28. Market assessment COI Categories Civic Leaders Educators Multicultural Leaders Veteran Organization Leaders Coaches Faith-Based Leaders Youth Organization Leaders Medical Leaders Celebrities Business Leaders Media Leaders

29. Identify Board Leaders ‘Super COI’ Advisory Board Core Leadership COI categories most important Ability to Influence other COIs Highly Respected Broad Network Recruit COIs to serve on board Ability to make things happen Requirements Believe in Army service Committed to protecting nation Committed to recruiting mission Willing to learn Army recruiting structure and mission Roles & Responsibilities Advise local Army team Help build strong and sustainable advisory board Lead advisory board Use personal influence to open doors * Market Assessment Worksheet

30. Identify Board Leaders How do you Engage? Find? Where do you start? Social Networking Committed Advocates CASA AUSA Army Reserve Ambassadors PaYS Partners *Market Assessment Worksheet

31. BROAD COI OUTREACH

32. COI E-NEWSLETTER

33. Community Partners Community Organizations Multi-Cultural Organizations Chamber of Commerce Education Organizations outreach TO INFLUENTIAL GROUPS

34. You’ve built a grassroots network – now what?

35. Level 2 Engagement – Connecting with a larger audience by engaging the right COIs Target Audience Establish from COI categories Match mission needs with area organizations Proactive & Purposeful Complement recruiting objectives & mission Establish stronger community ties Develop new partnerships & relationships Communicate benefits, opportunity, training Change perceptions Gain support Activating a larger audience

36. Goal Engage & Sustain COIs Tactics E-Newsletters Networking Opportunities Leveraging National Army Relationships Direct Communications Activating a larger audience

37. TACTICS Distributed Quarterly Developed & Distributed by Agency Connects local Army to COIs E-Newsletter content Soldier or Future Soldier Spotlight Officer Spotlight COI Spotlight Battalion Highlights Upcoming Events Community Involvement Call to Action Social Media Links Activating a larger audienceE-Newsletters

38. TACTICS Identify speaking opportunities Desk side briefings and presentations Attendance at community and professional events Membership in professional organizations Target Potential Community Partners (use previous market assessment) Community Organizations Chambers of Commerce Multi-Cultural Organizations Education Organizations Media Next Steps Set up a meeting with leadership Prepare for meeting by researching organization mission, priorities and activities Confirm Army subject matter expert for attendance at meeting Identify organization priorities and where Army can be helpful (leadership trainings, fitness programs) Clearly outline Army priorities and how organization can be helpful to Army Activating a larger audiencenetworking opportunities

39. Activating a larger audienceleveraging national army relationships TACTICS – African American Organizations • Key partners: 100 Black Men of America, National Urban League • Partnerships offer visibility and opportunity to network with local leaders • Maintain connection with local education committee chairs or education point person • Highlight mentoring opportunities with local ROTC cadets • Engage in local speaking opportunities • Spotlight local Soldiers who are making the best of the Army opportunity in e-newsletters • Invite local community leadership to special Army events or sponsorships when they are in town

40. TACTICS (email, snail mail, social media) Invitations to Army events Share media stories Share Battalion news as it relates to area Utilize social media (Facebook, Twitter) Communication Tips Avoid Army acronyms Compress any photos sent via email Divide COI list in groups to avoid message oversaturation Use conversational tone Ask “Is it newsworthy for this audience?” Take photos at events COI database Updated contacts important for continued outreach Activating a larger audiencedirect communication

41. Media outreach

42. Proactive & Purposeful Exposure to accurate, relevant information about the Army improves perceptions and likelihood to recommend the Army or support the decision to enlist Supports and reinforces actions of advisory board members and other COI outreach Complements advertising

43. RESULTS

44. RESULTS TO DATE • Quantitative COI Research Dallas (margin for error +/- 8%) • When you think of branches of the U.S. military, what branch comes to mind? The number of COIs responding “Army” increased from 67% to 76% • How likely are you to recommend a career in the U.S. Army to one of your children or a youth you know? The number of COIs who indicated they were “very likely” to recommend an Army career increased from 32% to 43% • Have you seen, heard or read anything recently about Army recruiting in the Dallas/Ft. Worth area?Positive responses went from 35% to 53%

45. RESULTS TO DATE(CONTINUED) Quantitative COI Research Expansion Markets Did what you saw, read or heard about local Army recruiting make you much more favorable towards the Army and recruiting, somewhat more favorable, somewhat less favorable, or much less favorable?The number of COIs responding “favorable” between the benchmark survey and first tracking survey was as follows: Benchmark SurveyTracking Survey Los Angeles 61% 75% Detroit 78% 82% Miami 44% 65% Philadelphia 61% 71% Baltimore/WDC (AMEDD) 32% 57%

46. RESULTS TO DATE(continued) “Board members have introduced new ideas and programs to assist in Army recruiting, and have offered their help in facilitating ideas and programs.” – Kim Hanson, APA Chief, 2nd Recruiting Brigade “It enabled me to adjust into my job as commander a lot easier by creating extensions to the community that have enabled us to open doors that were previously closed to Army recruiting.” – LTC Ronnie Williamson, Former Commander, Dallas Recruiting Battalion “Since the inception of the grassroots board, we have increased our access to high schools by 32%” – LTC Ed Box, Chicago Recruiting Battalion Commander “The success of the Los Angeles Battalion over the past year is a result of the work of the advisory board” – MG Donald C. Campbell, Commanding General, USAREC