Ad Campaign Talking Points by U1188KY

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									                           New Army Advertising Campaign Launch
                            Key Messages, Talking Points and Q&A
                                          DRAFT -- As of 5 NOV 08

                                          KEY MESSAGES
   The Army is launching new advertising beginning on Veterans Day (11 November) that is an
    extension of our “Army Strong” campaign.

   The ads will specifically define just how special the Army is – that it truly is like no other opportunity in
    the world.

   Under the “Army Strong” tagline, this campaign will encompass television, digital advertising, public
    relations and web content and will showcase real Soldiers displaying a “Strength Like No Other.”

   This powerful, new, fully integrated campaign is designed to reach those Prospects who are currently
    not inclined to military service by speaking to what motivates them the most, and then helping them
    understand that the U.S. Army is the one organization where they can find the strength that will set
    them up for lifelong success.

                                          TALKING POINTS
   The new Army ads that are beginning to launch on Veterans Day are an extension of our “Army
    Strong” campaign and will specifically define just how special the Army is – that it truly is like no other
    opportunity in the world – through an overarching theme “Strength Like No Other.”

   Under the Army Strong tagline, this campaign will encompass television, digital advertising, public
    relations and web content and will showcase real Soldiers displaying a “Strength Like No Other.”

   This powerful, new, fully integrated campaign is designed to reach those Prospects who are currently
    not inclined to military service by speaking to what motivates them the most, and then helping them
    understand that the U.S. Army is the one organization where they can find the strength that will set
    them up for lifelong success.

   This work is unlike anything seen in military recruiting communications to date because the Army is
    an organization like no other. Each begins with a metaphor for what becoming a Soldier is like, and,
    in turn, ultimately reveals that each of these aspirational and inspiring activities is indeed found in the
    U.S. Army.

   Each television and digital advertisement will drive viewers to an extensive experience on
    goarmy.com where more Soldiers will tell their compelling stories of going through basic training,
    being deployed and living on an Army installation.

   During this time of persistent conflict, our Nation needs more young Americans to step forward to
    protect it, to help it meet the complex challenges of a changing world, and to help reduce stress on
    the force. Recruiting isn’t an Army problem; it’s a national challenge.


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   Because it is an all-volunteer force, the Army must continue being creative and flexible to
    aggressively promote the benefits of being a Soldier amid the most challenging recruiting
    environment in more than 35 years.

   We are all bombarded by all kinds of advertising messages every day, so it’s a continuous challenge
    to cut through the clutter to reach prospective Soldiers and their influencers to tell the Army story. Our
    new advertising campaign will help get and keep their attention.

   Our new advertising campaign will help the Army make major progress toward achieving this fiscal
    year’s recruiting goals. Men and women are raising their right hand and volunteering to serve during a
    period of prolonged combat. They all will join the best Army in the world.

                                  QUESTIONS & ANSWERS
Q1. What has the Army done?
A1. The Army has produced a new integrated recruitment campaign including TV commercials, Internet
advertising, web content and public relations beginning to launch on Veterans Day (11 November).

Q2. When and where can the new recruiting commercials be seen?
A2. Four new ads start airing on Veterans Day (11 November) on a wide array of networks designed to
reach today’s young adults including MTV, Adult Swim, G4, ESPN as well as in key sports properties
such as NBC Sunday Night Football.

Q3. Why is the Army doing this?
A3. This powerful, new, fully integrated campaign is designed to reach those Prospects who are currently
not inclined to military service. Reaching these Prospects requires a very different approach. One in
which we speak to the things that motivate them the most, and then help them understand that the U.S.
Army is the one organization where they can find the strength that will set them up for lifelong success.

Q4. How will this benefit the Army?
A4. This year’s campaign will speak directly to Prospects’ motivators (such as teamwork, personal
development, leadership and job skills training) that they focus on as they begin to plan their futures. All
spots have been crafted unlike any previous traditional military/Army advertising. Each begins with a
metaphor for what becoming a Soldier is like, and, in turn, ultimately reveals that each of these
aspirational and inspiring activities is indeed found in the U.S. Army. The goal is to have Prospects, who
have not considered the Army in the past, bring service as a Soldier into their consideration set.

Q5. How can this help individual Soldiers?
A5. The new campaign will further characterize the way the Army defines itself to the general public. The
campaign is designed to improve the overall image of the Army and to bring service as a Soldier into the
consideration set of our Prospects. The ads also speak to options for lifelong success, such as
teamwork, personal development, leadership and job skills training, that are available to every Soldier.

Q6. What’s the way ahead?
A6. The first of the new recruiting TV commercials will begin airing 11 November. Another wave of
advertising will go live during the week of the All American Bowl (3 January 2009), which showcases
some of the Nation’s top high school football players. A third wave of advertising/marketing, focused on
officership, is scheduled to launch in late January 2009.




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