U.S. Army National Guard
Digital Design /Advertising /Content /Strategy
While working at IO Studio in Nashville, Tennessee, we ran the National Guard digital account for over two years. At that time, we first repositioned the National Guard as “The Keepers of the Dream” and then refocused the entire purpose of the website. Guided by the goal of increasing qualified leads quicker, we trimmed over 5,000 pages in order to streamline the recruiting process.
After working with the NG call center and speaking with active NG soldiers and potential recruits, we then focused on the content and jobs that were most attractive to recruits. We were responsible for creating and maintaining all content, including original photography and video, email campaigns, copy content, and strategy. Within the first month, there was a 52% increase in qualified leads, and drop-off rates decreased by almost two-thirds because applicants were able to get through the process clearly and quickly.
Stepping up Recruitment
The objective was to educate and encourage interested individuals to take their first step toward enlistment. For the first time, while working with the National Guard, we decided to showcase the Best Warrior Competition to the public. Fourteen elite National Guard soldiers entered a grueling five-day, 24-hour-a-day competition to determine the Soldier of the Year. We created a lot of excitement about the competition and covered it extensively. We developed a 360-degree campaign that included teasers, print ads, an event microsite with real-time updates, as well as a "What kind of Warrior are You?" Facebook app. The actual coverage of the event produced more than 30 online content films, a documentary, hundreds of uploads, and was almost as demanding as the competition itself. Our campaign was a runner-up for an Effie award, although we were OK with losing to the Boy Scouts.
