Connecting with the Military Early strategic thinking Kevin Clark, Beastie Boys Ill Communications
1. What We Heard 2. Addressing Your Ask
Agenda
3. A BIG Opportunity 4. A Framework For Connections 5. Moving Forward
What We Heard 1. You’re interested in exploring new ways to engage with the Military through channels such as the internet and social media 2. You have a desire to syndicate and broadcast varied content to multiple audiences (observance programs, meetings, forums, summits, and interviews) 3. You’d like to integrate Diversity & EO materials and messages in unique ways, more effectively. 4. You’d like to talk about sharing strategic communication messages from senior staff and others at external venues.
How We Can Help, Tactically • … • … • …
ADD CONTENT AROUND ADDRESSING THEIR ASK HERE… WHAT THE WEB CAN DO FOR YOU TYPE STUFF (WHATEVER YOU WERE THINKING WOULD BE APPROPRIATE TO ADDRESS THE 1ST TOPIC)
How We Can Help, Tactically • … • … • …
ADD CONTENT AROUND ADDRESSING THEIR ASK HERE… BROADCAST AND DELIVERY TYPE STUFF (WHATEVER YOU WERE THINKING WOULD BE APPROPRIATE TO ADDRESS THE 2ND TOPIC)
How We Can Help, Tactically • … • … • …
ADD YOUR CONTENT AROUND ADDRESSING THEIR ASK HERE… INTEGRATING DIVERSITY/EO MESSAGES MORE EFFECTIVELY (WHATEVER YOU WERE THINKING WOULD BE APPROPRIATE TO ADDRESS THE 3RD TOPIC)
How We Can Help, Tactically • … • … • …
KEVIN – ADD YOUR CONTENT AROUND ADDRESSING THEIR ASK HERE… BROADCAST AND DELIVERY TYPE STUFF (WHATEVER YOU WERE THINKING WOULD BE APPROPRIATE TO ADDRESS THE 4TH TOPIC)
BUT YOU SHOULD KNOW WE SEE A
BIGGER
HE’S COUNTING ON US.
Putting the Service member first. Their experience should be the center of our intention.
RECRUIT CIVILIAN LIFE
AWARENES S CONSIDERENLIST
TRIP ENDS
SERVICE MEMBER
EXIT TRIP BEGINS
TRAIN
DEPLOY THE SERVICE LIFECYCLE
Targeting people in varied states Engaging everyone in the experience
THE MASSES
THE FRINGE
Building experiences around them It’s a journey comprised of moments across the ecosystem [___].COM [___].communica4on channel CIVILIAN LIFE
AWARENES S CONSIDERENLIST
[___].COM
[___].marke4ng channel
[___].personal interac4on
RECRUIT
TRIP ENDS
SERVICE MEMBER
[___].marke4ng channel
EXIT
[___].social ac4va4on
TRIP BEGINS
DEPLOY
[___].social ac4va4on
TRAIN
[___].communica4on channel THE VA ECOSYSTEM
Exploring channels that make sense Engaging everyone in the experience Direct mail Social Web Phone
THE MASSES
Partners Flash Mobs Stand Downs
Care Sponsors
THE FRINGE
Community Groups
Our Approach 1. Phase 1: Get to know our audience 1. “What do you know” workshops with SME’s 2. Qualitative research to create personas – build empathy
2. Phase 2: Explore strategic perspective 1. What does the landscape look like? 2. Where can we share our most compelling story, to the broadest audience? 3. How do we do it?
3. Phase 3: Create experiences that matter 1. Design and build solutions to communication needs
4. Phase 4: Get better at what we’re doing 1. Measure the success of our efforts, and fine tune our message
Who might we work with?