Online Strategy Report

Taking a step away from sports, I have decided to analyze the U.S. Army's online recruiting campaign. http://www.goarmy.com/

Analysis

By the turn of the millennium, the United States Army was in the midst of its worst recruiting drought in several decades and needed a new approach to target young adults who were either finishing high school, needed money for college or were looking for a new challenge in their life. Increased marketing budgets were viewed as a cure-all but failed miserably. TV commercials, radio ads, and in-school recruiters just weren’t getting the job done. The U.S. Army needed to establish a new strategy and a set of tactics to reverse this trend.

Strategy

The Army currently had a website that explains who they are and what they do but what they didn’t have was an interactive website that engages visitors and gives them examples of real life scenarios when enlisted in the Army. Realizing that young Americans are the reason for today’s influx of Internet use, the Army created a separate site, http://www.goarmy.com/, to reach them.

In 2006, the Army launched this interactive site to give viewers a virtual experience of Army ‘life’ and what it entails. Streaming video of career opportunities, combat training, weapons and vehicles supply viewers with powerful messages that are distinct and effective. The content is very engaging and relevant to the entire recruiting campaign. Anyone who would have an ounce of interest in the Army would leave this site almost wanting to join.

Interaction

I have never had an interest in joining the Army or learning much about it. Before I researched this site, I only knew that if I enlisted I could receive a certain amount of money towards my college education – G.I. Bill – and I would have give them a certain amount of time every year. After my research, it is evident that Army is much more than that. The site explains commitment options, post locations, levels of rank and provides career training in over 150 professions. My opinion of the Army has changed dramatically. I actually bookmarked this site because of the interactive videos.

Video testimonials of current soldiers allow the viewer to identify with their own reasons for maybe joining. The soldiers have various stories of why they joined and how they have benefitted from it. The testimonials also include excerpts from parents explaining how the Army has made their child into a model citizen.

The sight strategically placed a series of menu bars on the right to give the viewer the opportunity to contact them at any time. Requesting information, asking a question, chatting with a virtual guide, chatting on a discussion board and applying for enlistment are all services supplied by the site.

The Army’s commitment to create such a site expanded its recruiting efforts across the country. The Army has long been known to target young Americans rural backgrounds as opposed to city kids. This site actually creates a new public for their campaign and has helped increase their recruitment goals.

Recommendations

I was moved by this site. If I were in high school, contemplating my future, then I would consider joining. The videos were educational and also captivating. The only concern I have is the virtual guide, Sgt. Star, I asked him several questions and many of his answers were off base. The Army put forth a lot effort behind this site and it shows. It has been a pleasure reading about them.