In recent years, the U.S. Army has relied on their communicationand recruitment efforts to assemble a force capable of buildinga better future for others and preserving our way of life. Given theArmy’s long history of leadership, as well as its immense breadth ofexpertise and commitment to the nation that is truly Army Strong,it should come as no surprise that the Army is at the forefront of creativemarketing techniques. Today, these efforts exist in many forms,including integrated advertising, creativemarketing and special events.
On January 3, 2009, the Army isholding their 9th annual All–AmericanBowl, celebrating the competitionof the West and East coasts’ finesthigh school football players. The gameis, in part, a means of communicatingwith the American public about thevalues of the American Soldier.
NSIDE had the opportunity to sitdown with Major General MontagueWinfield, Commanding General ofthe U.S. Army Cadet Command, ashe was preparing for the first All–American Bowl selection, San Antonio’sWarren High School studentCalvin Howell. Pointing out the similaritybetween athletics and the military,Gen. Winfield said, “Every playerknows that even if they don’t have aglamorous position, they contributeto the success of the team.” In this way,reaching out to football players and fans isa well–targeted effort to touch those whomight be interested in such a life of service. In addition, the avenueof football speaks to those inspired by physicality, another commonattractor to the armed services.
So what are the greatest obstacles to their recruitment efforts?Gen. Winfield notes that “A parent will say that [military service] is agreat and patriotic thing…but not for my child.” Even though supportfor the military is certainly greater than during the Vietnam War,many parents fail to see the value in military service. This failure torecognize the Army’s value is based on a public misperception thatall Army soldiers are armed, walking dangerous streets in search ofcombatants. That is simply not the case. Gen. Winfield notes that“only 18 percent of those in the Army are actually doing that.” Theother 82 percent are engaged in every imaginable mode of support,from healthcare to robotic engineering.
Another great obstacle to the Army’s recruitment is the inabilityof people to qualify due to high admission standards. “If you line up10 young people, only 3 of them will be qualified to serve as enlistedmen, and then only 0.5 will meet the qualifications to be an officer,”says Gen. Winfield. This is not only a problem for the military, butfor our nation’s workforce and economy as well. To combat this, theydeveloped the Army Academy, which takes struggling students, andprepares them to earn their GED oreven their diploma.
In addition to offering educationalopportunities to its enlisted servicemen and women, the Army’s JuniorROTC programs offer structure, disciplineand an oft–needed educationin physical wellness. It is this focus onphysical fitness which is also one ofthe major draws of military service,as Gen. Winfield says, “We do a lot ofstudies on those who join, and physicalityis huge.” ROTC programs hostover 300,000 students. Beyond highschool, college ROTC programs produce32,000 potential officers in 273host schools across the nation.
The other major draw for serviceis the financial opportunity that theArmy provides. Gen. Winfield says,“Not many people can graduatefrom college debt–free, and you cando that in the Army.” In addition topaying for college, the Army can help itssoldiers earn more money later in life, afterreceiving the training and discipline the Army offers.
Considering the Army’s advantageous scholarship and trainingprograms, enlistment shouldn’t be a very hard sell. Even so, theArmy is taking their communication and marketing efforts to wherepotential enlistees are, reaching the largest number of possible applicantswith their Army Game, a videogame that teaches playerscombat strategy. They also have a presence on such social networkingsites as Facebook and MySpace.
Regardless of one’s position on the current conflict in Iraq, it isundeniable that the Army offers tremendous educational and professionalsupport. Additionally, there is no denying the necessityand nobility of the armed forces. As General Winfield says, “Serviceis the rent we pay for the space we occupy in democracy.”
