Pre-ProposalConfMarketing.ppt
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- FA3002-06-R-0025
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Marketing in Air Force Recruiting
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Develop America's Airmen Today ... for Tomorrow
Air Education and Training Command I n t e g r i t y - S e r v i c e - E x c e l l e n c e Develop America’s Airmen Today … for Tomorrow
Air Force Advertising & Event Marketing Services Contract
Mr. Tim Talbert Pre-Proposal Conference 20 Aug 2007
Overview Branding Campaign/Research
Marketing Portfolio
| Branding/Awareness |
| Lead Generation |
| Recruiter Support Tools |
| Account Management |
| Expectations |
Branding Campaign DoSomethingAmazing
Branding Show all the Air Force does in Air Dominance, Space, UAVs, Homeland Defense, Cyberspace, Humanitarian and more
| Recruiting |
| Show the Air Force has a wide range of careers that offer experiences you can’t find anywhere else |
Documentary style – not Hollywood, not scripted
DSA does not replace Cross Into The Blue
Research
| Available research: |
| JAMRS (DoD) Ad Tracking study measures awareness, playback and brand image and more |
| HQ AFRS conducts studies from trainees at Basic Military Training, Commissioned Officer Training and Basic Officer Training |
| Agency conducts qualitative and quantitative research with target audiences |
Marketing Budget
This slide intentionally blank.
Marketing Portfolio
Air Force Opportunities
Branding Leads Public Awareness
Leads
Recruiter Support
Awareness Media Television Magazines Radio Online Trade Journals Special Events Motor Sports Traveling Trucks Sponsorships Leads Websites Sq Ad Plans Direct Mail Sales Tools RAPTORs High School Programs Promo Items Sales Materials PSA Program
National Media
| Agency develops national media schedule |
| Based upon discussions with AFRS marketing staff |
| Typical schedule runs during academic year |
| Heavier during Feb-May; difficult recruiting period |
| Agency executes plan; adjustments are made to meet changing recruiting requirements |
| Agency provides monthly updates |
| Agency develops creative |
| Objective is to drive prospects to DoSomethingAmazing.com and/or AIRFORCE.COM |
Branding Leads Public Awareness
Awareness Media Television Magazines Radio Online Trade Journals Special Events Motor Sports Traveling Trucks Sponsorships Leads Websites Sq Ad Plans Direct Mail Sales Tools RAPTORs High School Programs Promo Items
Public Awareness Motor Sports
| Speed, technology, teamwork and patriotism = good fit for Air Force |
| Car co-sponsorship, show cars, track displays, SPIs |
Traveling Trucks
| Provides in-depth, personal interaction with general public |
| Real F-16, movie theater, video game, interactive games |
| Venues: Bowl Games, NASCAR races, air shows, high schools |
| 125K thru-put; 25K leads anually |
DoSomethingAmazing Tour
| Operates on a 42-week schedule |
| Kicks off with Rose Bowl in December and operates through Oct |
Traveling Truck Tour
Traveling Truck Tour
DoSomethingAmazing Tour
| Movie, graphics, and interactives |
| Theater room |
| Wall graphics and LCDs displays amazing Air Force jobs |
Interior left wall Theater room Interior right wall
Healthcare Tour
Hospitality Area Interactive Video Displays 3D Healthcare Technology Displays Holographic Recruiter
Action Sports Snocross Supercross Freestyle Motorcross Arenacross* Monster Jam Wakeboarding* Public Awareness Sponsorships Youth Sports Gus Macker 3-on-3 basketball tournaments* High school state basketball championships* College Rodeo
NASCAR
#21 Car
Track display space
Track Signage
Signage Music WE Fest Country Fest Country USA Country Stampede Summerfest Added Value From Media
Dew Action Sports Tour*
USSA Ski & Snowboard*
BET black college tour*
MTV college tailgate tour*
Sponsorships
| Sponsorships of extreme sports attract young audience |
| 150+ nationwide events; average audience 10-50k |
Branding Leads Public Awareness
Awareness Media Television Magazines Radio Online Trade Journals Special Events Motor Sports Traveling Trucks Sponsorships Leads Websites Sq Ad Plans Direct Mail Sales Tools RAPTORs High School Programs Promo Items
Lead Sources
| Airforce.com is the largest source of national advertising leads |
| Web site leads come primarily from online sources and television |
| 1-800# leads come primarily from newspaper and television |
| Lead totals by source a/o31 July: |
| AIRFORCE.COM 120,307 |
| 1-800 - # 13,300 |
| BRCs 27,876 |
| Total 161, 483 |
Other Lead Sources
| COIs |
| Entered by squadron |
| Entered by flight |
| Mailing lists |
| Walk-ins |
| Air Force Opportunity Center: |
| Enters personal information |
| Enters age/education (if given) |
| Suppresses deceased, disabled, accessions and duplicates |
| Geocodes |
| Sends fulfillment piece in-kind to prospect |
| Sends leads to AFRISS |
Leads Processing
Lead Generation
AIRFORCE.COM
| Official career opportunities web site for active duty recruiting |
| Easy access to desired information: careers, education, life, testimonials |
AIRFORCE.COM
DoSomethingAmazing.com
Pre-Proposal Conference
BREAK FOR LUNCH
OFFICER’S CLUB IS SUGGESTED
Resume at 1:15
Where We Are Across the USA
Squadron Plans
| Agency develops/executes ad plans for 28 squadrons |
| Supports specific squadron recruiting needs |
| Squadrons give input during marketing conference |
| Adjustments made through AFRS marketing staff |
| Squadrons use local funds to supplement |
Squadron Plans
| Metro Newspapers: nurse classified ads; 20 insertions annually in 170+ newspapers |
| College Newspapers: targets universities with large numbers of nursing and dentist graduates; 14 insertions per year in 100+ college newspapers |
Direct Mail
| Two national mailings per year, one to seniors (April/May) and another to rising seniors (July/Aug) |
| National list provided by DoD; agency provides creative when requested |
Direct Mail
| National direct mail and email to: Healthcare, Engineers, Lawyers, Chaplains |
| Agency purchases lists; provides creative when requested |
Branding Leads Public Awareness
Awareness Media Television Magazines Radio Online Trade Journals Special Events Motor Sports Traveling Trucks Sponsorships Leads Websites Sq Ad Plans Direct Mail Sales Tools RAPTORs High School Programs Promo Items
Recruiter Support Tools
| Raptor is term applied to vehicle, trailer and mini jet |
| Provides mobile marketing display for 28 recruiting squadrons |
| Agency assists with outside design/shrink wrap process |
| OCC Chopper |
| Popular static display |
| Agency assisted with purchase/design |
Recruiter Support Tools
Account Management
| Develop/execute national/local media schedules |
| Manage event marketing activities |
| Manage 1-800- # operations |
| Manage lead management system, aka Air Force Opportunity Center |
| Manage Air Force recruiting websites |
| Manage high school program |
| Assist with Public Service Program |
Task Orders
| Task orders used to order services |
| 12 task orders currently in force |
| Indicate objectives and goals for work to be performed |
| Contractor develops strategy and estimated costs |
| Air Force determines if the proposal is acceptable |
| Air Force formally approves proposals with Advertising Instruction Records (AIRs) |
| AIRs describe actual work to be accomplished and confirms specific tasks |
| Process allows the Air Force to work with the agency to identify best value programs and allows flexibility to adjust/change |
Task Orders Production, Planning and Analysis
Covers day-to-day labor/materials/travel for account and subcontract management
Includes strategic planning, contract compliance, and reports such as media summaries
Attends meetings, conducts marketing training, and performs quality assurance
Responds to Requests for Proposal (RFPs), and provides Points Of View (POVs)
Key Factors Facing Us
| Tough recruiting environment |
| GWOT unpopular with influencers (parents, coaches, teachers, etc.) |
| Low unemployment rates, strong job market |
| Heavy competition from other military services, colleges and universities |
Fewer AF recruiters in the field, higher goals per recruiter
| Marketing strategy must: |
| Present the AF as the premier military service…the first choice for those considering a military career |
| Provide recruiters with high quality leads (narrow the focus, reduce the workload) |
| Tools that improve efficiency (high payoff strategies) |
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Air Education and Training Command
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Sustaining the Combat Capability of America’s Air Force
Col Bob East
Vice Commander
Air Force Recruiting Service
Nov 2004
Air Force Recruiting
Service Update
Mission:
Sustain the Combat Capability of America’s Air Force with High Quality, Professional Airmen
The First Command…Tomorrow’s Aerospace Dominance Begins Here
Vision:
The “Foundation”: Recruiting
AFRS Mission
Right Number
Right Skills
Right Timing
Right Quality
Enlisted Accessions Mission Success
FY99 FY00 FY01 FY02 FY03 FY04
Right Number
Right Skills
Right Timing
Same chart CSAF saw at Jun CORONA—presented by 2AF/CC ... reflects considerable & steady improvement in meeting EA requirements for right numbers, right skills, right timing, & high quality
Challenge remains to sustain the momentum … will need to work for improvement in Cat 1-3a (about 75% for FY02)
Where we are … Gps & Sqdns
50 States, 6 Countries
Where we are across the USA
Our Recruiters
Most Volunteer
Staff Sgt (E-5)
Married with two children
30 years old
3 years recruiting experience
8-10 years in service
Selected from among the best in their career field
The AOR
1,188 full-time EA Recruiting Offices
Recruiting Zones: 3 to 64,000 square miles (CONUS)
SQUARE
MILES
14 HIGH SCHOOLS
1 TV STATION
9 RADIO STATIONS
MILITARY
FACILITY
SQUADRON
COMMANDER
4.1
Army
3.1
Navy
1.7
Marines
Median AF Recruiter Statistics
IMMEDIATE
SUPERVISOR
THE RECRUITING ENVIRONMENT
- We recruit in all 50 states, Europe, the Pacific and Puerto Rico. We have nine hundred eighty-one (981) full time recruiting offices and almost two-thirds (2/3) of these are one (1) person offices. Our recruiting zones go from as small as three (3) square miles in the New York City Times Square office to sixty-four thousand (64,000) square miles in Butte, Montana. The typical recruiter covers an area of about nineteen hundred (1,900) square miles.
- A major concern for us is the fact that the average recruiter is over three (3) hours from their squadron commander (an officer), one (1) hour from their immediate supervisor (an enlisted E6/E7) and almost a hundred (100) miles away from the nearest military support facility. This is why we have to hire the best to be recruiters. Recruiters need to be able to work with a minimum amount of supervision in an area far removed from the normal base environment.
- Also notice that, while one single Air Force recruiter covers nineteen (19) high schools, the Army has almost six (6) recruiters, the Navy almost four (4), and the Marines almost three (3) recruiters covering the same territory. So, there is quite a bit of competition for the potential recruits.
Recruiter Assistant Program
Referrals
Recruiter
MEPS
DEP
MEPS
Basic
Training
The Recruiting Pipeline
Sell
Test
Prepare
Transport
Train
Tech
Training
USAF
Specialize
Deploy
FY04 EA
The Right Number
Data from AFRS MILPDS system. Depicts all Recruits scheduled and shipped to BMT from MEPS as well as all Prior Service goals and accessions.
Right Number, Skills and Timing
Excludes Direct Duty PS (as of 1 Oct 04)
Number: Hitting the annual number on the nose
Skills: Mech: +28; Admin: +23; Gen: –5; Elec: +25
Timing: Each week we have a MAGE goals. These graphs show the culmination of 48 weekly goals
*As of 30 Jun 04
Tier 1 Breakout
Cat I-IIIA
(Top 50% of ASVAB)
DoD Benchmark: 90%
DoD Benchmark: 60%
Tier I (also called HS grads, but includes more than just HS grads) continue to achieve 99% HS grads
Cat I-IIIA (top 50% of ASVAB) positioned to end FY04 well over 80% (high 81% or maybe low 82%)
Line Officer Success
FY04 Completed and postured for successful FY05
Sheet1
FY 04 FY 05
Goal EAD Delta Goal EAD Selects
Pilot 126 128 2 126 17 99
Navigator 185 188 3 179 7 41
Air Battle Mgmt 73 74 1 69 11 40
Technical 195 195 - 155 18 84
Critical Tech 251 260 9 192 53 127
Non-Technical 230 230 - 339 38 185
TOTAL 1,060 1,075 15 1,060 144 576
Sheet2
Sheet3
FY04 Officer Accessions
Health Professions & Chaplain
Nos include confirmed shippers for last class of FY02; generally good news story ... physicians & BSC (Biomedical Sciences Corps) are most challenging
AFRS limited recruiting capacity for full AF requirement due to nat’l shortage of nurses (over 120K nationwide), and specialists in physician & BSC fields
OFFICER RECRUITING FY02 GOAL FY02 REQUEST
HEALTH PROFESSIONS
Dentists 45 168
Dental Scholarships 66 66
Physician 118 424
Physician Scholarships 201 251
Nurse 250 383
Biomedical Science Corps 222 250
Medical Service Corps 65 65
TOTAL 967 1607
Sheet2
Sheet3
AF Req't AFRS Goal EAD % Goal
Health Professions
Physician 319 125 72 58%
Dentist 99 75 32 43%
Nurse 401 300 246 82%
BSC 106 106 95 90%
MSC 40 40 40 100%
HPSP-Physician 211 211 213 101%
HPSP-Dentist 66 66 69 105%
TOTAL 1,242 923 767 83%
Chaplain
TOTAL 40 40 44 110%
FY05 Goals
100% of Enlisted Force
24,465 Accessions
90% of Medical Officers
1135 Accessions
25% of Line Officers
1,060 Accessions
100% of Chaplains
34 Accessions
EA: 37,000 includes 1,000 prior service accessions
OA: 911 medical reflects goals assigned by AFRS (final goal approval awaiting AETC/CC approval; tentative goals provided to field); req’ts for AF/SG much greater
Why Marketing’s Important
PRESCREEN
Traffic Tickets
Probation
Non-H.S. Grad
Too Old/Young
Ex Dependents
1 Recruit to BMT
Direct Mail
Responses
Advertising
Leads
Referrals
Walk-Ins
High School
Program
100 Contacts
INTERVIEW
Drug use
Other Service Appl
Excess Debt
Immaturity
Excess Tattoos
Low EST
ASVAB
Low AFQT
Non-qual Skill Score
PHYSICAL
Broken Bones
History of Counseling
History of Asthma
Sleepwalking
Offensive Tattoos
DEP
Failure to Graduate
Additional Law Offenses
Physical Problems
“Better Offer”
College Opportunity
Love
Pregnancy
Job Lock
16-24 Population
Leads Generated Through Many Sources
Local
Advertising
Direct Mail
Air Shows
School Visits
World Wide Web
Public
Service Announcements
Paid Radio/TV
National Magazines
New Venues
MEDIA BUYS FOR FULLY FUNDED PROGRAM
STARTING 96 AT $5.1M DUE TO CRA EFFECT
WHAT’S NEW FOR 96:
MORE RECRUITER SALES AIDS
MORE PAID RADIO
3 4-WK FLIGHTS INSTEAD OF 2 (JAN,MAY,AUG)
52 WEEKS OF SYNDICATED PROGRAMMING TARGETING 18-24 YR OLDS
MORE DIRECT MAIL - PARTICULARLY DOC/NURSE
TO ACHIEVE NEEDED RESULTS AND IMPACTS
REQUIRES A FULLY FUNDED PROGRAM
Networks
Marketing Success
Cut-away Engine
4 engine displays by Sheppard AFB
Savings of $561,000
Home run on quality and $ savings
Bus/Van Wrapping
10 vans and buses wrapped on 4 bases
Raptor Fleet Completed
35 SUVs and 31 trailers in the field
Marketing Success
Motor Cross Sponsorship
20 National level arena events
Crowd size averages 40-50K
“Food” & “Cops” TV Commercials
Began airing 6 Sept w/ ESPN
Official release 20 Sept
Snowmobile Racing Sponsorship
Sponsor World-Class team w/ 2 drivers
Presenting sponsor of the WSA circuit
Motor Cross Sponsorship—20 events, can venture into Monster Truck Jam or Super Cross for some of the 20 events
Snowmobile Racing—Sponsor the silver medalist at the World X Games and #3 ranked driver in the world; primary paint race is Lambeau Leap
Presenting sponsor of the World Snowmobile Association; Title Sponsor at Mt Vernon, NY and Park X, MN; Presenting sponsor at all other races
New TV Commercials—
Air Force Show Car
Show car opportunities in 2003:
Two (2), 200-day Show Car programs for use at USAF recruiting events
“Cross Into The Blue” Tour
And …
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