army recruitment 16-25 WELL QUALIFIED MALE AND FEMALES
CARLA CHICHARRO ZAPATA MA ADVERTISING AND DESIGN PERSUASION · DSN 5220M 13/14
TARGET RESEARCH How many “young people” are there in the UK? 15-19
13%
20-24
TOTAL POPULATION IN 2011: 63,185,000 Young people between 15-24 represent aproximately 13% of the UK Population
3,997,000
14%
13%
4,297,000
Do they study? train? work? education 80
MEN WOMEN
60
49.3% of young people in England entered higher education in the last academic year
49.3%
40
26%
20 0 FULL-TIME
26% of the jobs in the economy explicitly require a degree
NOT IN FULL-TIME
neets (not in education, employment or training)
20% 2 of every 10 English 16-18 year olds are NEETS.
20% 12%
2012 2013
10% 0%
5%
10%
15%
20%
what do they like/do? politically involved internet tv social media
MILLENIALS / GENERATION Y
family focused demanding
confident
ambitious tech savy
“experience culture” fast moving flexible
questioning
team players
optimistic
SOURCES: Hesa.co.uk: Higher Education student enrolments and qualifications 12/13 TheGuardian.com: Number of students going on to higher education almost reaches 50% Army.gov.uk
“product” RESEARCH What kind of jobs are there in the army? COMBAT
Royal Artillery
ENGINEERING
Army Air Corps
Royal Electrical & Mechanical Engineers
Royal Army Dental Corps
LOGISTICS & SUPPORT INTELLIGENCE, IT & COMMS HR & FINANCE
Royal Logistic Corps
Intelligence Corps Adjuntant General’s Corps
MUSIC & CEREMONIAL Royal Army Medical Corps
MEDICAL
King’s Troop Royal Horse Artillery Royal Army Chaplain
Royal Signals
Infantry
Royal Military Police
Queen Alexandra’s Army Nursing Corps
Royal Engineers
Royal Army Veterinary Corps
Royal Armoured Corps
pay and benefits
free included in rent
utility bills
£56 a month
rent
council tax
life skills
£91 a month
free paid for by the Army
£8 a month
£2.43 a month Independence
leadership skills
Communication
Personal administration
Leadership
Strategic Thinking
Integrity
variety of jobs
family training
council tax
travel
Subsidised living expenses Vocational
pension
healthcare
£53.46 a month Time management
rent
duty travel
£58 a month
free all contributions paid by the Army
healthcare
utility bills
£200 a month
free
duty travel pension
£216 a month
Maternity benefits
Army qualifications
Sports
steps to sign up
REGISTER online, by
phone or face-to-face
TESTS to see which
area suits you the most
TWO DAY COURSE
fitness, health and team tests
CONGRATS! You’re in and
Phase-1 training begins
TESTS basic tests online, REGISTER online, by
phone or face-to-face
interview, medical and Army Officer selection Board
SELECTION Army Officer
Selection Main Board
CONGRATS! You’re in and
Comissioning course begins
PROBLEM ANALYSIS Old campaigns “Be the best” highlights that an Army job is way more than an average job because you get to work on operations, training, travelling and keeping the country protected. They mention all the different kinds of jobs you can do and the skills you will learn.
“Start thinking soldier” was an interactive campaign wherein users would get to decide what soldiers would have to do in a mission in an online game.
“Step up” gives you an inside look of all the things you get to do in the Army. Both as a regular or territorial.
“Infantry, Forward as one.” showed all the benefits of being in the Army family. It’s very focused on camaraderie.
SWOT ANALYSIS STRENGTHS - Strong congressional and State support - Skills - Dedicated workforce - Many, varied, strong Community relationships - Promotion and different kinds of Careers
WEAKNESSES - Manpower shortages - Increased security requirements place additional burdens on mission accomplishments - Training & Range Complex Acreage
THREATS
OPPORTUNITIES - Unemployment rate & high rate of NEETS - Undergraduate fees have risen to £9,000 - Use of online resources & technology for training and well-being - Funding scholarships
- Pressure from families - Security threats - Impact of Frequent Deployments to Combat - Decreasing budgets - Manpower/Hiring Restrictions
problems/solutions Army Medical Services I don’t want to join the army because I’d live in constant fear for my health and safety. Joining the Army? I would never consider that. My family is pressuring me to go to University. The Army’s tough. I would never be able to keep up with the strict discipline and physical demand. The Army is strictly for men. Women don’t belong there.
The Army is a commitment for life. Once you join, you can never leave.
Risk taking A lot of benefits Army college
Finantial compensation
Career opportunities Apprenticeships
Funding support
Work hard
Healthy body
Maternity package
Equal benefits & jobs
Responsibilities in other jobs You can leave the army
Camaraderie
38 days holiday
conceptualization insights “I don’t want to spend my life behind books and an office desk.” “I want to study something that will give me the kind of skills that I will actually be able to use and apply in a daily basis”.
objectives Attract 16-25 female and males who are well qualified and have the ‘right mental attitude’ for the army. - Inform them of the real benefits to bring them forward with realistic expectations. - Restore confidence in the organisation: it’s professionalism, skills and long-term careers
proposition The Army will teach you the skills that you will actually be able to use. Why do you only want to be Book Smart when you can also be Street Smart?
creative concept
make history Life your life while you have it. Learn all you can and do something that will make a difference for you and your country.
media strategy Social media marketing TWITTER
- It will be used to engage with users, resolve their questions and tweet about things that the Army stumbles upon on a daily basis. - A promotion will be done through the hashtag #MakeHistory. Users will have to tweet about unique moments that happen in their daily life and should be part of history (through text, video or photos). It can be something inspirational but also something humorous. All users who tweet with the hashtag will automatically enter in the prize draw promotion and winners will get the same prizes as the Facebook promotion. FACEBOOK PAGE
- It will be used to engage with users, resolve their questions and post pictures and videos about the daily life in the Army, trivia questions about the skills, jobs and activities done in the Army and promotions to get users to try the Army experience. - To get users to engage more with the brand, users will have to comment the Trivia questions that will be posted on the page. There will be 5 questions and users will have to answer all of them correctly to enter the prize draw. There will be 3 prizes: 3rd place will get to camp out with real soldiers, 2nd place will camp out and practice shooting in a paintball game with 2 friends and soldiers and 1st place will enjoy the prizes mentioned earlier and try all different kinds of jobs in the Army.
Outdoor billboards PUBLIC TRANSPORTATION
- Posters will be placed in bus stops and tube stations. UNIVERSITIES
- Posters will also be placed in university campus’ to encourage those who aren’t motivated to finish their degree and get them to join the Army.
hijacking event
LONDON VIRGIN MARATHON - 150 soldiers of different departments in the Army will participate in the marathon and will run with a special designed uniform. This will be done for the ABF The Soldiers Charity and Help For Soldiers. - At the end of the marathon, there will be an Army obstacle course. Anyone can participate by paying a symbollic amount of £1, this amount will go to help the ABF The Soldiers Charity and Help For Soldiers. The fastest person to finish the obstacle course will get to choose between diving, parachuting or paintballing with trained officers and 2 other friends as a prize.
idea  development
final executions OUTDOOR
final executions FACEBOOK
final executions TWITTER
final executions london virgin marathon
final executions london virgin marathon