Successful Campus Media Campaigns: Military Recruitment - Army National Guard
Today’s post in our successful campus media campaigns series explores three highly effective Army National Guard branding and recruitment campaigns. Apply these techniques to build brand awareness and increase qualified leads.
All three divisions of the Army National Guard (Minnesota, Illinois and Virginia) were looking to maximize brand exposure, and collect qualified leads for enlistment.
Minnesota Army National Guard Government Recruiting Campaign
To increase awareness of the Minnesota Army National Guard (MNARNG) among the target population and drive action, we created an integrated marketing campaign focused on the Minnesota State University student body. This campaign combined campus out of home (OOH) bus shelters ads with geo-fenced mobile advertising. By addressing the entire marketing funnel from brand awareness, to consideration, to lead generation, we successfully attained client branding and recruitment goals.
Illinois Air National Guard Government Recruiting Campaign
To increase awareness of the Illinois Air National Guard (ILANG) among the target population and drive action, we created a campus OOH advertising campaign at the University of Illinois at Springfield, placing ads on campus bus shelters and in-market billboards.
Virginia Army National Guard Government Recruiting Campaign
To increase awareness of the Virginia Army National Guard (VAARNG) among the target population and drive action, we created a state-wide campus OOH advertising campaign. We purchased and placed ads at multiple schools and on multiple outlets, including bus shelters, bike shelters, kiosks, etc.
Our use of the campus domination tactic was designed to capture the attention of Generation Z and millennial students and to rapidly build familiarity with campaign messaging. This tactic works especially well on college campuses, where students are essentially a captive audience - spending the vast majority of their time in a very small area. As an added benefit, OOH is known to build brand awareness with a lower CPM (cost per thousand impressions) than other advertising media.
Army and Air National Guard Campaign Results
As a result of these campaigns, all three divisions of the Army and Air National Guards experienced a surge in applicant numbers, both during and post campaign.
See other successful campus media campaigns in action:
Are you ready to create your own successful campus media campaign? See our complete guide to advertising to university students.
Here at MSS Media, Inc., we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSS Media, Inc. a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. If you found this blog post helpful, please share!
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