WEBVTT 00:00.051 --> 00:01.740 (applauding) 00:01.740 --> 00:02.960 - All right, it's my pleasure 00:02.960 --> 00:05.840 to introduce Mr. Ed Walters III. 00:05.840 --> 00:08.415 Ed is a West Point graduate and now he is 00:08.415 --> 00:11.260 a highly qualified expert serving over 00:11.260 --> 00:13.320 at Army Marketing and Research Group. 00:13.320 --> 00:16.210 He has worked on all types of marketing campaigns, 00:16.210 --> 00:18.310 both in the private and public sector 00:18.310 --> 00:19.640 and today he's gonna talk to us 00:19.640 --> 00:21.520 about the new advertising campaign 00:21.520 --> 00:24.360 AMRG is moving toward. 00:24.360 --> 00:27.070 He'll also tell us about AMRG's reform efforts. 00:27.070 --> 00:28.780 I really do look forward 00:28.780 --> 00:30.920 to hearing what he has to say 00:30.920 --> 00:35.030 and how we can capitalize on the way 00:35.030 --> 00:37.260 the marketing advertising 00:37.260 --> 00:39.070 campaign is going forward. 00:39.070 --> 00:40.623 Thank you, Mr. Walters? 00:41.889 --> 00:44.306 (applauding) 00:46.550 --> 00:48.250 - Thank you, can you hear me okay? 00:49.220 --> 00:50.053 Great. 00:54.360 --> 00:56.113 No, I'm fine, thanks. 00:58.040 --> 00:59.283 Okay, next slide please. 01:02.390 --> 01:04.580 Okay, today I'm gonna update 01:04.580 --> 01:06.354 you all on progress regarding 01:06.354 --> 01:09.770 our approach, framework, and measurements, 01:09.770 --> 01:12.270 our 2020 Marketing Guidance, 01:12.270 --> 01:14.111 which is the first step of planning 01:14.111 --> 01:17.310 that the Director of AMRG puts out 01:17.310 --> 01:18.880 to set the stage. 01:18.880 --> 01:21.310 And then, I'm gonna talk to you about 01:21.310 --> 01:23.511 the new advertising agency 01:23.511 --> 01:26.110 that we've moved to, DDB, 01:26.110 --> 01:27.330 who's now in Chicago. 01:27.330 --> 01:29.430 So I'm not only going to talk about 01:29.430 --> 01:31.273 the PR arm of that, but quickly, 01:31.273 --> 01:33.890 all the elements that make that up. 01:33.890 --> 01:34.773 Next please. 01:36.810 --> 01:38.240 First, I'm going to be talking about 01:38.240 --> 01:40.610 some of how our marketing goals are changing. 01:40.610 --> 01:42.450 So, for the past few years, 01:42.450 --> 01:47.450 AMRG set goals based on attitudinal behavior? 01:48.032 --> 01:51.470 So, launching basically big campaigns 01:51.470 --> 01:53.917 and marketing programs that focused on 01:53.917 --> 01:55.772 changing the perception 01:55.772 --> 01:59.830 of the American public on military service. 01:59.830 --> 02:02.130 And it wasn't as targeted. 02:02.130 --> 02:05.390 So they were 100% attitudinal and based on 02:05.390 --> 02:08.403 Millward Brown surveys conducted quarterly. 02:09.640 --> 02:12.510 They weren't really measuring the quality 02:12.510 --> 02:14.560 or the quantity of leads 02:14.560 --> 02:16.513 or direct support to Accessions. 02:18.020 --> 02:21.950 For this year, because we were in transition 02:21.950 --> 02:24.670 and we couldn't move to measurement very quickly, 02:24.670 --> 02:27.040 we set eight new goals and four goals 02:27.920 --> 02:30.230 continue to show changes in perception, 02:30.230 --> 02:33.542 but amongst the target audience. 02:33.542 --> 02:37.820 Two behavioral goals based on goarmy.com 02:37.820 --> 02:39.890 activations and visits, 02:39.890 --> 02:43.120 an effectiveness goal and an efficiency goal. 02:43.120 --> 02:47.430 But for 2020, what we're gonna be looking at 02:47.430 --> 02:51.200 is using marketing automation sophisticated tools 02:51.200 --> 02:53.890 and looking at behavioral metrics. 02:53.890 --> 02:55.190 And we're gonna be looking at that 02:55.190 --> 02:58.543 more routinely and really have 02:58.543 --> 03:02.770 more of a war room so we can tweak messaging 03:02.770 --> 03:05.810 and do a lot more A/B testing 03:05.810 --> 03:07.173 and those types of things. 03:08.270 --> 03:10.140 We hope to eventually measure down 03:10.140 --> 03:13.125 to appointments conducted to recruiters, 03:13.125 --> 03:16.030 but initially, until, 03:16.030 --> 03:17.640 one of the projects I'm gonna talk about, 03:17.640 --> 03:20.520 AIE and the Army CRM software, 03:20.520 --> 03:23.570 until that gets to the marketing point, 03:23.570 --> 03:26.870 we will only be able to use marketing automation 03:26.870 --> 03:28.810 to measure down to the appointments 03:28.810 --> 03:29.963 to the recruiters. 03:31.550 --> 03:33.370 And then, we will still review 03:33.370 --> 03:34.900 the Millward Brown Surveys, 03:34.900 --> 03:36.490 but a best practice for companies 03:36.490 --> 03:38.320 is to look at brand health. 03:38.320 --> 03:39.960 That shouldn't look at the effectiveness 03:39.960 --> 03:41.445 and efficiency of how you're doing 03:41.445 --> 03:43.893 in the campaigns, next slide please. 03:45.510 --> 03:48.070 I'm not gonna get into too deep details 03:48.070 --> 03:49.520 but this is what I was talking about, 03:49.520 --> 03:53.180 from 2014 to '18 we were looking at 03:53.180 --> 03:55.883 some general population samples. 03:56.940 --> 03:59.080 And you know, we were trying to increase 03:59.080 --> 04:02.083 the value of Army service and measure that. 04:03.890 --> 04:06.360 Decrease the affinity mean rating gap 04:06.360 --> 04:08.300 versus the other services, 04:08.300 --> 04:11.550 so in other words, the Air Force is preferred 04:11.550 --> 04:13.690 in some areas so amongst certain measures, 04:13.690 --> 04:15.770 trying to close that gap 04:15.770 --> 04:20.383 and to increase the lead for service 04:20.383 --> 04:24.070 favorability overall among gen pop. 04:24.070 --> 04:26.780 And then we did look at the prospects sample, 04:26.780 --> 04:29.100 but it was attitudes, it wasn't actions 04:29.100 --> 04:31.410 that were taking to progress them 04:31.410 --> 04:32.450 through the marketing funnel, 04:32.450 --> 04:33.653 which I'll talk about. 04:34.740 --> 04:37.330 And then there was some other increase of support. 04:37.330 --> 04:38.473 Next slide please. 04:39.920 --> 04:43.550 So in '19, what we're doing is, 04:43.550 --> 04:46.460 we're looking at some attitudinal 04:48.916 --> 04:50.250 and some behavioral 04:50.250 --> 04:52.200 and some efficiency and effectiveness. 04:52.200 --> 04:55.591 So, in green, these goals over here, 04:55.591 --> 04:58.490 we're looking at increasing the number 04:58.490 --> 05:01.810 of visitors to goarmy.com and activations. 05:01.810 --> 05:05.340 And activations consists of not just 05:05.340 --> 05:06.530 filling out a lead form, 05:06.530 --> 05:08.010 but it's some level engagement 05:08.010 --> 05:09.970 that you have on goarmy.com, 05:09.970 --> 05:13.020 whether you go to the recruiter page, 05:13.020 --> 05:16.673 whether you fill out any forms, 05:17.590 --> 05:20.660 or you do other high value tasks. 05:20.660 --> 05:25.660 Then in blue, we're looking at 05:26.340 --> 05:28.390 an attempt to measure efficiency 05:28.390 --> 05:29.910 and effectiveness. 05:29.910 --> 05:33.410 And then we still have our attitudinal 05:33.410 --> 05:35.140 measurements here because we didn't have 05:35.140 --> 05:36.780 the software in place, 05:36.780 --> 05:39.360 but it is still amongst the target audience. 05:39.360 --> 05:40.513 Next slide please. 05:41.760 --> 05:45.270 But this is where we really want to go. 05:45.270 --> 05:47.640 So, those of you who have supported 05:47.640 --> 05:49.640 recruiting before know about 05:49.640 --> 05:50.750 the recruiting funnel. 05:50.750 --> 05:53.760 There's all these stages that recruiters 05:53.760 --> 05:56.170 go through in terms of getting someone. 05:56.170 --> 05:58.910 So, we're layering the marketing funnel 05:58.910 --> 06:00.730 above that and we're gonna be 06:00.730 --> 06:04.240 trying to work as one enterprise. 06:04.240 --> 06:07.330 So obviously, we prioritize the prospects, 06:07.330 --> 06:09.296 generate awareness, 06:09.296 --> 06:10.973 next slide please. 06:13.488 --> 06:17.820 There's roughly 33.8 million people 06:17.820 --> 06:20.820 in the 17 to 24 year old range 06:20.820 --> 06:22.290 and if you look at really high 06:22.290 --> 06:25.020 academic quality and eligible it's 4.4, 06:25.020 --> 06:28.490 but we are gonna targeting a lot more 06:28.490 --> 06:32.430 sophisticated leads, just the 17 to 24 year olds, 06:32.430 --> 06:35.120 and we can even geo target 06:35.120 --> 06:37.330 down to specific locations. 06:37.330 --> 06:41.490 So you guys have the 22 cities, 06:41.490 --> 06:43.427 that is also being worked with USAREC 06:43.427 --> 06:45.110 and the fusion board. 06:45.110 --> 06:48.860 We have a Chicago pilot and a Boston pilot. 06:48.860 --> 06:50.240 And four additional cities 06:50.240 --> 06:51.510 that are gonna come there after that. 06:51.510 --> 06:52.437 But we have the ability 06:52.437 --> 06:56.403 to target messages geographically. 06:58.330 --> 07:01.020 And then, you know, we would activate 07:01.020 --> 07:05.370 on goarmy.com and then these are the BRC responses. 07:05.370 --> 07:07.567 For BRC responses, what we used to do 07:07.567 --> 07:09.834 is upfront, on the web, 07:09.834 --> 07:12.930 ask for your life story, right? 07:12.930 --> 07:14.850 How many of you would be willing, 07:14.850 --> 07:16.700 if you were gonna buy a car, 07:16.700 --> 07:18.500 to give your social security number, 07:18.500 --> 07:21.770 your full address and everything about you? 07:21.770 --> 07:24.890 We are doing a shorted BRC response form 07:24.890 --> 07:28.690 so that then we can refine and nurture leads 07:28.690 --> 07:31.050 and track you along the way, 07:31.050 --> 07:32.423 which I'm gonna talk about. 07:33.360 --> 07:36.450 And then eventually, hand over to recruiters. 07:36.450 --> 07:37.513 Next slide please. 07:39.740 --> 07:43.190 So, what we are gonna do is, 07:43.190 --> 07:46.340 by a marketing automation tool, 07:46.340 --> 07:47.173 that eventually, 07:47.173 --> 07:50.060 how many of you guys know what CRM is, 07:50.060 --> 07:52.150 or customer relationship management, 07:52.150 --> 07:55.680 or customer relationship management software? 07:55.680 --> 07:57.540 Okay, some of you out there. 07:57.540 --> 08:00.650 Well, customer relationship management 08:00.650 --> 08:04.350 is really just being prospect centric 08:04.350 --> 08:08.580 and presenting to the audience, 08:08.580 --> 08:11.560 the way they want the information presented 08:11.560 --> 08:14.770 and not just the way the Army wants to do it, 08:14.770 --> 08:15.860 first of all. 08:15.860 --> 08:19.920 But with marketing automation software 08:19.920 --> 08:22.400 and layered on top of 08:22.400 --> 08:25.270 customer relationship management software, 08:25.270 --> 08:27.350 you know how Amazon is able to know 08:27.350 --> 08:28.960 when you visit the website 08:28.960 --> 08:30.850 what pages you look at? 08:30.850 --> 08:34.030 Somebody's able to see every time you called 08:34.030 --> 08:35.500 what you purchased? 08:35.500 --> 08:38.500 We are gonna be doing the same type of thing. 08:38.500 --> 08:40.377 Where we're gonna be tracking 08:40.377 --> 08:42.570 media that goes through, 08:42.570 --> 08:45.320 even before somebody gets to us. 08:45.320 --> 08:47.630 Then when they fill out the BRC 08:47.630 --> 08:50.640 we will track their preferences 08:50.640 --> 08:53.650 and based on where they travel to, 08:53.650 --> 08:56.223 we will try to customize the experience. 08:57.220 --> 08:59.090 So one of the things, if somebody visits 08:59.090 --> 09:02.810 our page and starts looking at the medical field, 09:02.810 --> 09:04.580 why should they always have to go 09:04.580 --> 09:06.253 to the same homepage? 09:07.180 --> 09:08.840 Why should they have to find 09:08.840 --> 09:10.320 where they were again? 09:10.320 --> 09:12.430 When we retarget them, you know, 09:12.430 --> 09:14.660 when you go on different websites 09:14.660 --> 09:17.220 and you maybe visited Zappos a few day ago 09:17.220 --> 09:19.650 and looked at a pair of shoes and it pops up? 09:19.650 --> 09:21.170 You know what the army was doing? 09:21.170 --> 09:23.570 We were just, no matter who you were, 09:23.570 --> 09:26.707 or how many times you've visited us, 09:26.707 --> 09:30.950 our retargeting ads, we were giving out a 40K bonus ad. 09:30.950 --> 09:32.330 So what we are gonna do 09:32.330 --> 09:35.320 is try to get to know the individuals 09:35.320 --> 09:37.700 through the marketing automation software 09:37.700 --> 09:39.900 and then serve them up, 09:39.900 --> 09:42.080 either pages on the websites 09:42.080 --> 09:44.613 or ads that are more relevant. 09:46.270 --> 09:48.020 And we're gonna be, one of the things, 09:48.020 --> 09:50.730 when we get a little bit nervous 09:50.730 --> 09:52.080 in the Army about recruiting, 09:52.080 --> 09:53.480 we hear from senior leaders, 09:53.480 --> 09:55.790 we need another television ad, 09:55.790 --> 09:57.250 we need it now because that's gonna 09:57.250 --> 09:58.620 spur up recruiting. 09:58.620 --> 10:02.230 And as you all know, there's certain roles for PR, 10:02.230 --> 10:05.223 there's certain roles for broad reach media, 10:06.190 --> 10:07.560 and then there's certain roles 10:07.560 --> 10:10.010 where we need to do more on the website 10:10.010 --> 10:12.810 or we need to create additional ads 10:12.810 --> 10:14.900 to progress that. 10:14.900 --> 10:16.770 So if you have a lot of people 10:16.770 --> 10:19.100 that are stuck on the top of the funnel, 10:19.100 --> 10:21.600 and we have them in our database already 10:21.600 --> 10:23.200 but they're not progressing, 10:23.200 --> 10:27.080 then we don't need to pour more GRP's there, 10:27.080 --> 10:29.770 or TRP's to wait that television 10:29.770 --> 10:33.370 or video ads on the web, 10:33.370 --> 10:37.080 we have to send out automated emails, 10:37.080 --> 10:39.920 we have to encourage them through the funnel. 10:39.920 --> 10:40.933 Next slide please. 10:42.690 --> 10:46.400 So this was just a slide to show Senior Leaders 10:46.400 --> 10:48.290 that you don't, you know, 10:48.290 --> 10:50.430 television doesn't solve everything, right? 10:50.430 --> 10:52.570 So you have broad reach 10:52.570 --> 10:54.690 that really helps generate awareness, 10:54.690 --> 10:57.340 maybe creates interest and educate, 10:57.340 --> 11:01.020 and then you have things like emails and text 11:01.020 --> 11:02.693 that are more relevant for this 11:02.693 --> 11:05.003 middle of the funnel stage. 11:06.070 --> 11:07.980 We've also, you guys have heard 11:07.980 --> 11:11.870 that Recruiting Command is working on e-gaming 11:11.870 --> 11:13.810 and Dr. Wardynski wants to get 11:13.810 --> 11:16.750 a little bit more focused on that too. 11:16.750 --> 11:19.350 But one of the things in marketing 11:19.350 --> 11:22.805 that we have is a marketing mixed model 11:22.805 --> 11:27.250 that, in the beginning, based on our goals, 11:27.250 --> 11:29.650 is basically a statistical spreadsheet 11:29.650 --> 11:32.491 that says, how much do you need to spend 11:32.491 --> 11:34.790 in broad reach media? 11:34.790 --> 11:37.270 How much do you need to spend 11:37.270 --> 11:39.920 on digital engagement in the web? 11:39.920 --> 11:41.880 How much do you need to spend 11:41.880 --> 11:43.310 on marketing automation 11:43.310 --> 11:45.390 on the lower ends of the funnel 11:45.390 --> 11:47.470 and we get a basis for that. 11:47.470 --> 11:50.160 But with marketing automation software, 11:50.160 --> 11:52.590 once we get that in place, 11:52.590 --> 11:55.550 we can actually pull up a real time screen 11:55.550 --> 11:58.210 with numbers that show how many people 11:58.210 --> 12:01.540 are in each stage, real time. 12:01.540 --> 12:03.520 And what we were doing before 12:03.520 --> 12:05.450 is we were meeting quarterly 12:05.450 --> 12:06.960 and then the advertising agency 12:06.960 --> 12:09.410 was giving us our metrics 12:09.410 --> 12:12.950 and then there wasn't much we could react to. 12:12.950 --> 12:14.393 But here, what we could do is, 12:14.393 --> 12:17.850 we could then drill down to each of these layers, 12:17.850 --> 12:21.630 look at emails went out, how they performed. 12:21.630 --> 12:23.390 We could look at retargeting ads 12:23.390 --> 12:25.410 and say, here's what it should be, 12:25.410 --> 12:27.810 after two weeks it's getting stale 12:27.810 --> 12:30.650 so we need to do further A/B testing 12:30.650 --> 12:32.070 and refine those. 12:32.070 --> 12:34.220 So it's pretty cool stuff that we're doing. 12:35.060 --> 12:36.133 Next slide please. 12:37.760 --> 12:39.290 There's a couple of initiatives. 12:39.290 --> 12:43.470 So, Miss Wilson, the Director of AMRG, 12:43.470 --> 12:46.230 puts out initial planning guidance 12:46.230 --> 12:50.660 that she signs and General Hannah gets a copy, 12:50.660 --> 12:53.330 TRADOC Command or Recruiting Command, et cetera. 12:53.330 --> 12:56.167 Everybody that's a stakeholder in this. 12:56.167 --> 12:59.340 And it's a memo that just talks 12:59.340 --> 13:00.560 about the priorities. 13:00.560 --> 13:02.560 And then there's a whole planning process 13:02.560 --> 13:05.330 that follows that, but I wanted to share, 13:05.330 --> 13:10.000 quickly, some of the high level initiatives. 13:10.000 --> 13:12.476 Number one, goarmy.com redesign. 13:12.476 --> 13:15.290 How many of you think goarmy.com 13:15.290 --> 13:17.450 is a completely cutting edge experience 13:17.450 --> 13:19.493 that's personalized and kicks butt? 13:20.667 --> 13:23.270 (chuckling) Not many of you, right? 13:23.270 --> 13:27.941 I was in the building more than 10 years ago 13:27.941 --> 13:30.760 when Army Strong first came out, 13:30.760 --> 13:35.760 when the last agency, McCann was just starting 13:35.820 --> 13:37.480 and was in charge of overseeing 13:37.480 --> 13:40.870 marketing strategy and recruiting and retention. 13:40.870 --> 13:44.920 And that website started with the predecessor, 13:44.920 --> 13:47.670 Leo Burnett, some of the things on there 13:47.670 --> 13:50.450 like SGT STAR and the whole backbone 13:50.450 --> 13:52.750 of that thing has not changed. 13:52.750 --> 13:56.110 Like, I came back and a lot of the stuff 13:56.110 --> 13:58.940 that I was involved in was still on there, 13:58.940 --> 14:00.340 these same pages. 14:00.340 --> 14:03.050 So obviously, a lot of things have changed 14:03.050 --> 14:06.640 since then, so this is a very very high priority. 14:06.640 --> 14:09.070 One of the reasons it's a very high priority 14:09.070 --> 14:11.430 is not just that we think it's ugly, 14:11.430 --> 14:15.630 but when we are spending broad reach media, 14:15.630 --> 14:17.030 okay, that broad reach media 14:17.030 --> 14:18.030 we're able to measure 14:18.030 --> 14:20.227 so each television campaign, 14:20.227 --> 14:22.675 and I'm gonna talk about Warrior Wanted 14:22.675 --> 14:24.550 a little bit later, 14:24.550 --> 14:27.580 but we can measure how effective it was 14:27.580 --> 14:30.100 because there's tools that match up 14:30.100 --> 14:32.080 the GRP's exactly when those 14:32.080 --> 14:34.470 televisions wound up being slotted 14:34.470 --> 14:36.460 and then how many people 14:36.460 --> 14:39.230 went to Google Search looking up the Army 14:39.230 --> 14:40.880 or going to goarmy.com. 14:40.880 --> 14:44.300 When they get to goarmy.com, we were losing 14:44.300 --> 14:47.140 a tremendous amount of individuals. 14:47.140 --> 14:49.890 Our conversation rate was really bad 14:49.890 --> 14:51.840 for people to go to the next layer 14:51.840 --> 14:53.610 of that funnel that I showed you. 14:53.610 --> 14:56.410 And the bounce rate was extremely high, 14:56.410 --> 14:58.690 which means people are going quickly, 14:58.690 --> 15:00.180 they were seeing that the page 15:00.180 --> 15:01.790 wasn't relevant to them, 15:01.790 --> 15:03.650 or they couldn't navigate their way 15:03.650 --> 15:06.210 to find the information that they wanted, 15:06.210 --> 15:09.190 and it definitely wasn't personalized. 15:09.190 --> 15:11.524 So, it's almost, 15:11.524 --> 15:13.260 no it's not almost, 15:13.260 --> 15:16.460 it is very inefficient to be 15:16.460 --> 15:18.690 buying up all this television, 15:18.690 --> 15:20.760 buying up all this digital media, 15:20.760 --> 15:22.160 and then having people wind up 15:22.160 --> 15:23.240 at your website 15:23.240 --> 15:24.970 because then they stop there. 15:24.970 --> 15:26.120 What good is that? 15:26.120 --> 15:27.750 Their attitudes may have changed 15:27.750 --> 15:29.550 a little bit from watching those ads. 15:29.550 --> 15:31.503 But we don't care as much about attitudes, 15:31.503 --> 15:34.020 we want it to go to the website, 15:34.020 --> 15:37.390 explore, activate and then fill out 15:37.390 --> 15:41.370 some name information and very limited information 15:41.370 --> 15:43.760 so then we can set preferences 15:43.760 --> 15:45.723 and do marketing automation with them. 15:46.940 --> 15:48.530 For an Interim Campaign, 15:48.530 --> 15:50.370 so, I think everybody has seen 15:50.370 --> 15:51.940 the Warriors Wanted Campaign 15:51.940 --> 15:55.600 and that was directed from some Senior Leaders 15:55.600 --> 15:57.910 that wanted to see some more 15:57.910 --> 16:00.900 combat oriented types of things. 16:00.900 --> 16:03.840 Originally, we had showed some ads 16:03.840 --> 16:06.740 that had some scientists in it 16:06.740 --> 16:08.942 and showed a little bit more breadth of the Army. 16:08.942 --> 16:12.100 The leaders wanted to get back into 16:12.100 --> 16:14.360 a little bit more of combat focus. 16:14.360 --> 16:16.990 But what we found is, 16:16.990 --> 16:21.050 although the attitudinal scores were pretty good, 16:21.050 --> 16:23.400 those Millward Brown scores are good, 16:23.400 --> 16:26.350 people were not going to Google Search 16:26.350 --> 16:28.590 after the ads viewed 16:28.590 --> 16:30.870 or they were not going to the website. 16:30.870 --> 16:32.840 That sort of makes sense, right? 16:32.840 --> 16:35.157 Number one, that may have not captured 16:35.157 --> 16:37.530 the type of person that you are, 16:37.530 --> 16:40.580 as either a parent or the prospect. 16:40.580 --> 16:43.050 Number two, even if you're super hooah 16:43.050 --> 16:44.400 and you like those videos 16:44.400 --> 16:45.833 and you like the Rangers, 16:47.060 --> 16:49.780 you are like, I know that's what the Army does. 16:49.780 --> 16:51.120 It doesn't pique your interest 16:51.120 --> 16:53.090 and curiosity to get them there. 16:53.090 --> 16:55.530 So, it's been decided, 16:55.530 --> 16:59.690 and the Sec Army has approved an interim step, 16:59.690 --> 17:04.690 which is to expand what Warriors Wanted means 17:04.920 --> 17:07.700 and what a warrior is. 17:07.700 --> 17:09.523 It can be many different things. 17:11.450 --> 17:13.420 It allows us to build off the investment 17:13.420 --> 17:14.940 that we already made. 17:14.940 --> 17:16.580 I will talk about the new agency 17:16.580 --> 17:17.960 that we're onboarding, 17:17.960 --> 17:19.390 but it is very hard, 17:19.390 --> 17:22.150 our team is working very diligently 17:22.150 --> 17:24.490 to onboard a new agency, 17:24.490 --> 17:27.031 and to get task orders written. 17:27.031 --> 17:29.660 But we can't design the webpages overnight. 17:29.660 --> 17:32.630 So, we have Warrior Wanted webpages out there 17:32.630 --> 17:35.120 and things, so just to change the tagline 17:35.120 --> 17:36.360 and then drive them to the website 17:36.360 --> 17:39.390 would even drive more of an inefficiency. 17:39.390 --> 17:41.990 But, we will revise the proposition 17:41.990 --> 17:43.880 to resonate more broadly 17:44.980 --> 17:46.190 and we will dial down, 17:46.190 --> 17:48.250 because we already have some lethality, 17:48.250 --> 17:50.460 if you will, yield to the existing 17:50.460 --> 17:51.800 Warrior Wanted commercials. 17:51.800 --> 17:53.740 We're gonna dial down that a little bit 17:53.740 --> 17:55.380 and show more breadth, you know, 17:55.380 --> 17:58.800 the STEM, the medical, logisticians, 17:58.800 --> 18:00.360 and many other fields. 18:00.360 --> 18:02.313 So, next slide please. 18:04.350 --> 18:07.890 Then, a new brand came to campaign development 18:07.890 --> 18:12.890 would be developed for 2020 and 2021. 18:12.980 --> 18:14.980 Why does it take so long? 18:14.980 --> 18:16.064 Well, a couple reasons. 18:16.064 --> 18:19.996 Number one, although we use 18:19.996 --> 18:24.390 the DOD jammer segmentation currently, 18:24.390 --> 18:25.390 we feel like we need 18:25.390 --> 18:27.740 a more custom segmentation for the Army. 18:27.740 --> 18:29.399 So, there's a bunch of steps where we're gonna 18:29.399 --> 18:31.703 field the segmentation study, 18:32.610 --> 18:36.140 we're gonna do new positioning statement work. 18:36.140 --> 18:40.200 So, our old positioning statement within AMRG, 18:40.200 --> 18:43.260 almost feels a little bit more OCBAish. 18:43.260 --> 18:44.720 I'm not saying you guys adopt that 18:44.720 --> 18:47.300 but it's really about educating 18:47.300 --> 18:49.820 the American public about what the Army is. 18:49.820 --> 18:53.070 And what we gotta do is dial that down to, 18:53.070 --> 18:55.960 why is the Army an employer of choice 18:55.960 --> 18:57.140 and what does it mean 18:57.140 --> 19:00.480 to 17 and 24 year olds, our prospects. 19:00.480 --> 19:02.620 So we gotta go through that work. 19:02.620 --> 19:05.070 We gotta go through more further 19:05.070 --> 19:06.760 definition of the brand. 19:06.760 --> 19:09.110 We gotta pull together an entire campaign 19:09.110 --> 19:11.460 because when we launch it. 19:11.460 --> 19:12.990 Navy, forged by the sea, 19:12.990 --> 19:15.163 how many of you guys have seen those ads? 19:16.790 --> 19:19.630 Forged by the sea, they did a pretty good job. 19:19.630 --> 19:23.744 Now I'm not saying that I love the tagline 19:23.744 --> 19:27.900 or not, but it went out with a big bang, 19:27.900 --> 19:30.140 very integrated coordinated. 19:30.140 --> 19:32.370 They did it around the Army Navy game 19:32.370 --> 19:36.470 and the midshipmen and all around the world 19:36.470 --> 19:38.720 they were celebrating that campaign, 19:38.720 --> 19:41.410 their website was activated with that 19:41.410 --> 19:43.700 and then all their materials were activated. 19:43.700 --> 19:45.700 So we're gonna be building towards that. 19:46.680 --> 19:47.760 It will launch in the beginning 19:47.760 --> 19:50.240 of the 20, 21 school year 19:50.240 --> 19:52.270 and I talked about some of these activities 19:52.270 --> 19:55.640 we are doing in terms of research segmentation. 19:55.640 --> 19:58.580 And then, positioning strategy, 19:58.580 --> 20:00.440 creative development and production. 20:00.440 --> 20:01.370 And we're gonna work with 20:01.370 --> 20:03.450 our partners within the Army, 20:03.450 --> 20:06.120 such as the Chief of Public Affairs 20:06.120 --> 20:09.500 and our partners who we support. 20:09.500 --> 20:11.403 Basically our internal customers. 20:12.650 --> 20:14.560 The other thing in the planning guidance, 20:14.560 --> 20:17.070 is to have more planning and analytics 20:17.070 --> 20:19.290 pushed down to Echelon. 20:19.290 --> 20:21.900 So, there's something called 20:21.900 --> 20:23.618 Field Marketing Representatives. 20:23.618 --> 20:26.010 Some of you may be familiar at, 20:26.010 --> 20:30.400 that are at the brigades and most battalion levels. 20:30.400 --> 20:34.610 And what they do is, they're supposed to activate 20:34.610 --> 20:36.930 at lower levels, but they don't have 20:36.930 --> 20:38.500 the planning and the analytics 20:38.500 --> 20:40.810 and tie in to the advertising agency 20:40.810 --> 20:43.220 that they did, so that's another initiative. 20:43.220 --> 20:44.183 Next please. 20:47.140 --> 20:49.104 I'm gonna quickly skip this slide, 20:49.104 --> 20:51.250 but this new marketing framework 20:51.250 --> 20:53.480 is everything that I just talked about. 20:53.480 --> 20:54.870 But I wanted to call that out 20:54.870 --> 20:57.400 because that is a specific priority 20:57.400 --> 21:00.820 for Miss Wilson to use that funnel framework 21:00.820 --> 21:02.930 and to build our initiatives out of that, 21:02.930 --> 21:05.200 including how we're gonna measure it, 21:05.200 --> 21:06.500 put stakes in the ground 21:06.500 --> 21:08.670 for each phase of that funnel, 21:08.670 --> 21:11.410 how many individuals we should have 21:11.410 --> 21:13.680 in each layer, at each time, 21:13.680 --> 21:15.230 what our conversion rate should be, 21:15.230 --> 21:17.130 that's what we're building to. 21:17.130 --> 21:18.013 Next please. 21:19.504 --> 21:21.070 Marketing innovation, 21:21.070 --> 21:23.070 there's a couple of things. 21:23.070 --> 21:25.290 We're working with DDB Chicago 21:25.290 --> 21:28.973 on some new and innovative, digital solutions. 21:30.340 --> 21:34.210 Some of those aren't really that innovative 21:34.210 --> 21:35.490 from a marketplace, 21:35.490 --> 21:37.740 but they're innovative for the Army. 21:37.740 --> 21:41.050 We have been a little bit slow to adopt, 21:41.050 --> 21:45.040 and it wasn't until the In Our Boots Campaign 21:45.040 --> 21:46.580 that we started playing around 21:46.580 --> 21:49.206 with six second You Tube ads 21:49.206 --> 21:52.290 or that we were looking at specifically 21:52.290 --> 21:54.930 the science, where the crescendo is 21:54.930 --> 21:57.160 on messaging for online. 21:57.160 --> 21:58.800 So we're gonna do a lot more 21:58.800 --> 22:00.493 digital innovation with that. 22:02.890 --> 22:04.180 I talked a little bit about 22:04.180 --> 22:06.890 marketing automation capability. 22:06.890 --> 22:08.040 What we're probably gonna do 22:08.040 --> 22:10.430 is go out to the agency 22:10.430 --> 22:11.928 and we've already have some 22:11.928 --> 22:13.760 requirements written up 22:14.780 --> 22:16.020 that's gonna be fielded 22:16.020 --> 22:18.333 on a marketing automation tool. 22:19.810 --> 22:21.273 They're out there, 22:22.330 --> 22:25.500 I can't name names and I'm not gonna be 22:25.500 --> 22:27.000 the one that chooses it. 22:27.000 --> 22:29.200 But what it allows you to do 22:29.200 --> 22:33.560 is to take whatever your priority segments are, 22:33.560 --> 22:36.670 okay, and then you're able to put 22:36.670 --> 22:40.720 all these predecisional things, 22:40.720 --> 22:43.790 based on different pathways that they might take. 22:43.790 --> 22:46.200 So, they fill out the BRC, 22:46.200 --> 22:49.120 they automatically get a thank you email. 22:49.120 --> 22:51.400 Once they get the thank you email, 22:51.400 --> 22:53.619 based on act, we're gonna encourage them 22:53.619 --> 22:56.970 through another email and through retargeting ads, 22:56.970 --> 22:59.520 depending on which segment they are, 22:59.520 --> 23:01.920 whether they're more combat arms focused, 23:01.920 --> 23:04.170 or whether this geography focused, 23:04.170 --> 23:06.000 we're gonna have creative 23:06.000 --> 23:07.870 that then gets fed to them. 23:07.870 --> 23:09.880 And marketing automation allows you 23:09.880 --> 23:11.730 to do those emails, 23:11.730 --> 23:13.760 it allows you to do those ads, 23:13.760 --> 23:15.670 load them into the system, 23:15.670 --> 23:18.000 and then, based on trigger points 23:18.000 --> 23:21.070 that that person does, it kicks out a creative. 23:21.070 --> 23:22.010 You know what else it does? 23:22.010 --> 23:24.370 It does things like A/B testing, 23:24.370 --> 23:27.540 where you put emails in there and you say, 23:27.540 --> 23:30.350 I want to test this title and this title, 23:30.350 --> 23:33.360 and when those emails first go out, 23:33.360 --> 23:34.390 the winner wins. 23:34.390 --> 23:38.400 I'm gonna send the first 2% out equally 23:38.400 --> 23:40.920 amongst these and then winner takes all. 23:40.920 --> 23:43.340 And it helps you continually A/B test 23:43.340 --> 23:45.620 and adapt retargeting creatives. 23:45.620 --> 23:47.203 So it's a lot more advanced. 23:50.519 --> 23:52.073 And, next slide please. 23:54.501 --> 23:55.650 And the other thing is, 23:55.650 --> 23:57.250 you guys have probably heard of it 23:57.250 --> 24:01.360 as the Chicago Pilot, but it's actually called 24:01.360 --> 24:04.750 the Marketing Recruiter Integration Pilot. 24:04.750 --> 24:08.240 That's in Chicago, so, it goes into 24:08.240 --> 24:10.940 a targeted city and because we didn't have 24:10.940 --> 24:14.810 our own custom segmentation, what they did 24:14.810 --> 24:16.730 was take a look at jammer segmentation. 24:16.730 --> 24:19.612 What are the five dominant segments, 24:19.612 --> 24:24.610 out of 67 total jammer segments the DOD conducts, 24:24.610 --> 24:26.690 so what are the five most prevalent. 24:26.690 --> 24:29.280 Then amongst those five most prevalent, 24:29.280 --> 24:31.000 what it did was to say, 24:31.000 --> 24:32.080 what are the motivators 24:32.080 --> 24:33.793 and barriers for that segment, 24:34.740 --> 24:37.720 we tested messages against all those. 24:37.720 --> 24:38.940 And then what we did is, 24:38.940 --> 24:42.050 we assign them to geographical zip codes, 24:42.050 --> 24:44.220 so at least, even though we don't have 24:44.220 --> 24:47.140 sophisticated marketing automation tools, 24:47.140 --> 24:50.390 we are still targeting the right message 24:50.390 --> 24:51.563 to the right area. 24:52.610 --> 24:54.550 And we were surprised by a couple of things. 24:54.550 --> 24:56.550 Maybe you guys aren't, especially the ones 24:56.550 --> 24:59.800 that are out in the field and in communities, 24:59.800 --> 25:03.010 but benefits scored really high. 25:03.010 --> 25:06.670 Job security, medical benefits, housing. 25:06.670 --> 25:07.870 Some of the things that we don't 25:07.870 --> 25:10.173 really talk about scored really well. 25:11.060 --> 25:12.670 So we're starting that journey 25:12.670 --> 25:14.810 of marketing automation there a little bit, 25:14.810 --> 25:17.670 but it's using some of our older tools. 25:17.670 --> 25:19.950 We're gonna expand that to Boston 25:19.950 --> 25:22.310 and then there's four other cities 25:22.310 --> 25:24.620 that are gonna be announced very soon. 25:24.620 --> 25:27.200 And, next slide please. 25:27.200 --> 25:29.282 Oh, if you back up one slide, 25:29.282 --> 25:34.282 I'm actually going down with our deputy, 25:34.660 --> 25:37.270 Colonel Johnny Oliver, we're going down to 25:37.270 --> 25:39.440 the Army Games Studio on Friday 25:39.440 --> 25:42.440 and we're looking at how to further integrate 25:42.440 --> 25:45.250 some of the high tech immersive experience 25:45.250 --> 25:47.500 things that they do. 25:47.500 --> 25:48.757 Next slide please. 25:50.750 --> 25:51.890 And so this is what 25:51.890 --> 25:53.960 the planning timeline talked about. 25:53.960 --> 25:56.000 So I talked to you so far, 25:56.000 --> 25:59.090 a little bit about behavioral measurements, 25:59.090 --> 26:02.340 real time analytics, the ability to start 26:02.340 --> 26:06.290 doing some customization and then when the AIE. 26:06.290 --> 26:07.700 How many of you guys know, 26:07.700 --> 26:09.070 I wouldn't expect a lot of hands, 26:09.070 --> 26:12.473 what the AIE Project is? 26:13.920 --> 26:17.530 Okay, one does. (laughing) 26:17.530 --> 26:21.130 It's exciting, but the Army is purchasing 26:21.130 --> 26:24.190 customer relationship management software 26:24.190 --> 26:26.040 and it's gonna go through different phases, 26:26.040 --> 26:28.690 and I did check with procurement 26:28.690 --> 26:30.110 and the Project Officer, 26:30.110 --> 26:32.137 even though it was released publicly, 26:32.137 --> 26:34.430 but Booz Allen Hamilton was announced 26:34.430 --> 26:36.780 as the lead integrator. 26:36.780 --> 26:40.130 And the solution that they proposed 26:40.130 --> 26:42.590 as part of their bid was Salesforce.com. 26:42.590 --> 26:47.190 So, that's a very very good CRM tool. 26:47.190 --> 26:49.290 But first, what it's gonna do 26:49.290 --> 26:51.550 is work on replacing ARIS, 26:51.550 --> 26:53.770 which is what the recruiters use 26:53.770 --> 26:56.680 to manage their appointments and leads process. 26:56.680 --> 26:57.987 And then what we currently, 26:57.987 --> 27:01.360 in a very awkward way, 27:01.360 --> 27:03.433 eventually our leads get into. 27:04.850 --> 27:06.240 They're gonna use cutting edge, 27:06.240 --> 27:08.290 best practice software 27:08.290 --> 27:11.160 that the enterprise will be able to see 27:11.160 --> 27:14.113 what is happening with a particular individual. 27:15.210 --> 27:18.300 Then what we will do is we will bolt on 27:18.300 --> 27:20.210 our marketing automation software, 27:20.210 --> 27:23.120 and we'll get to that state eventually 27:23.120 --> 27:26.220 on where, if I'm a recruiter, 27:26.220 --> 27:29.530 I won't just say, hey let's talk about the Army. 27:29.530 --> 27:32.210 I will be able to say, hey I've heard you 27:32.210 --> 27:33.750 talked to somebody on the phone 27:33.750 --> 27:35.550 and you've already gone through 27:35.550 --> 27:38.600 our virtual experience on being a medical person 27:38.600 --> 27:40.170 doing this MOS, 27:40.170 --> 27:43.300 I'd love to talk to you about that. 27:43.300 --> 27:45.030 I also see that you're interested 27:45.030 --> 27:47.060 in some of these cyber abilities 27:47.060 --> 27:49.230 and you're able to come to the person 27:49.230 --> 27:52.650 with a more intelligent discussion and solution. 27:52.650 --> 27:53.483 You'll be able to see 27:53.483 --> 27:54.780 everything that they've done. 27:56.950 --> 27:59.357 But, initially our planning, 27:59.357 --> 28:01.940 so that's the first thing we talked about, 28:01.940 --> 28:04.280 then we talked a little bit about 28:04.280 --> 28:06.260 the Director of Army Marketing's 28:06.260 --> 28:09.870 priorities and her guidance. 28:09.870 --> 28:11.220 But this is the timeline. 28:11.220 --> 28:13.580 So, right now, we're just working, 28:13.580 --> 28:16.620 development and work streams, 28:16.620 --> 28:18.380 the annual planning and briefings 28:18.380 --> 28:20.330 will be held in July 28:20.330 --> 28:22.943 and there'll be Public Affairs Representation. 28:24.270 --> 28:25.930 Briefings to Army Senior Leaders 28:25.930 --> 28:27.540 at the end of July. 28:27.540 --> 28:29.700 Miss Wilson then actually has to approve, 28:29.700 --> 28:30.920 once you get that feedback, 28:30.920 --> 28:33.820 the plan and then we are completing 28:33.820 --> 28:35.740 additional statements of work 28:35.740 --> 28:37.030 to kick off the year. 28:37.030 --> 28:38.710 But I want to tell you now, 28:38.710 --> 28:41.400 there's a lot of statements of work 28:41.400 --> 28:43.320 and there's a lot of things in play 28:43.320 --> 28:45.470 with contracting right now. 28:45.470 --> 28:47.230 And the new agency is working 28:47.230 --> 28:50.070 very diligently with our team to get kicked off. 28:50.070 --> 28:51.420 We're already kicked off 28:51.420 --> 28:54.790 but there's still some of that building up 28:54.790 --> 28:56.630 and getting them acclimated to the Army. 28:56.630 --> 28:57.713 Next slide please. 28:59.080 --> 29:01.810 So, for the last part of my brief, 29:01.810 --> 29:03.890 and there's a couple of slides here, 29:03.890 --> 29:06.070 but what I wanted to do is, 29:06.070 --> 29:08.440 people tell you what the agency is about 29:08.440 --> 29:09.340 and then you're like, well, 29:09.340 --> 29:13.030 you guys would generally know who the PR arm is, 29:13.030 --> 29:16.050 in case you happen to coordinate. 29:16.050 --> 29:18.630 I want to go, what the whole 29:18.630 --> 29:22.493 entire team DDB does pretty quickly. 29:24.690 --> 29:29.690 This is a wheel, so DDB is the prime, 29:30.240 --> 29:32.000 they're they advertising agency, 29:32.000 --> 29:33.990 but then based on our requirements 29:33.990 --> 29:36.740 when they bid they brought 29:37.870 --> 29:39.780 different groups under their umbrella. 29:39.780 --> 29:41.460 That whenever we have meetings 29:41.460 --> 29:43.033 they pull up to the table. 29:45.031 --> 29:47.520 And they're really a world class agency. 29:47.520 --> 29:50.880 I've done marketing after I got out of the Army 29:50.880 --> 29:52.880 after six years, I went to work 29:52.880 --> 29:54.690 at Brand Management at Kraft Foods 29:54.690 --> 29:56.940 and did my MBA at Northwestern. 29:56.940 --> 29:58.040 And I've done been 29:58.040 --> 30:00.230 in and out of the Army doing marketing. 30:00.230 --> 30:03.173 I've done marketing for startups, big companies, 30:03.173 --> 30:07.230 and McCann was an agency that I recognized 30:07.230 --> 30:09.970 as a leader, but DDB definitely 30:09.970 --> 30:12.250 a leader with a lot of history. 30:12.250 --> 30:13.103 Next please. 30:15.230 --> 30:17.600 So, first I'm gonna go through the prime, 30:17.600 --> 30:18.673 next slide please. 30:19.760 --> 30:20.930 So they're one of the largest 30:20.930 --> 30:24.420 and most prestigious global agencies in the world. 30:24.420 --> 30:28.057 They're international, founded in '49. 30:30.000 --> 30:32.520 You know, these are some of their slides, 30:32.520 --> 30:34.230 but they're founders were credited 30:34.230 --> 30:35.270 with igniting with the creative, 30:35.270 --> 30:36.920 getting a little bit more creative. 30:36.920 --> 30:39.580 You remember how like, if you see some old ads 30:39.580 --> 30:41.100 from the '40's and '50's, 30:41.100 --> 30:43.520 they were a little bit basic to the product? 30:43.520 --> 30:46.647 They spurred the creative element 30:46.647 --> 30:50.330 as important as the copywriting element. 30:50.330 --> 30:52.530 And they're full service, next slide please. 30:54.890 --> 30:57.250 Next I'm gonna talk about the market research, 30:57.250 --> 30:58.960 which is the Fors Marsh Group, 30:58.960 --> 31:01.530 which happens to be located here 31:01.530 --> 31:04.483 in Washington D.C. and headquartered, next please. 31:06.350 --> 31:09.210 They do applied research and strategy. 31:09.210 --> 31:11.820 They're already familiar with the defense. 31:11.820 --> 31:16.720 So they help out with jammers at the OSD level. 31:16.720 --> 31:19.779 They are doing, they have had 31:19.779 --> 31:22.900 a separate contract with the National Guard 31:22.900 --> 31:24.900 and they've done a really pretty 31:24.900 --> 31:27.090 great job doing social media, 31:27.090 --> 31:30.020 better than we have been doing up to this point. 31:30.020 --> 31:33.650 So we'd like to look at what they're doing 31:33.650 --> 31:37.140 and they're just a really good market research plan 31:37.140 --> 31:38.923 that understands the government, 31:43.400 --> 31:46.000 but also has a lot of other world class clients. 31:46.000 --> 31:46.833 Next please. 31:48.290 --> 31:50.480 Such as, these are some of the clients 31:50.480 --> 31:53.430 that they have and as I talked about 31:53.430 --> 31:55.820 market research, they can do everything 31:55.820 --> 31:58.181 from data science, they'll do our surveys, 31:58.181 --> 32:02.210 they'll help us with fielding 32:02.210 --> 32:04.370 a custom segmentation that allows us 32:04.370 --> 32:06.253 to target more closely. 32:07.270 --> 32:08.263 Next slide please. 32:10.160 --> 32:12.130 Now we're gonna talk about the PR firm. 32:12.130 --> 32:13.860 You guys, being in the industry, 32:13.860 --> 32:16.673 know FleishmanHillard, most likely, next. 32:18.930 --> 32:21.120 I actually didn't know, 32:21.120 --> 32:23.440 and some of you probably did, 32:23.440 --> 32:25.020 but I didn't know that FleishmanHillard 32:25.020 --> 32:27.010 was founded in 1946 32:27.010 --> 32:30.500 by an Army Air Corp Public Information Officer 32:30.500 --> 32:32.793 and a beat Navy Lieutenant. 32:33.890 --> 32:38.890 And they are now our PR agency of record 32:39.930 --> 32:42.820 on the marketing side and we look forward 32:42.820 --> 32:45.670 to introducing them to OCBA 32:45.670 --> 32:47.940 and continuing those conversations. 32:47.940 --> 32:50.090 And they have some pretty long history 32:50.090 --> 32:54.040 with some clients, Emerson 63 years, 32:54.040 --> 32:59.010 AT&T, so I'm pretty satisfied 32:59.010 --> 33:00.870 that they're gonna have 33:00.870 --> 33:02.693 the capabilities that we need, next. 33:05.380 --> 33:07.280 And these are some of the clients 33:07.280 --> 33:09.870 that they have in the private sector, 33:09.870 --> 33:12.460 the public sector, so Homeland Security, 33:12.460 --> 33:14.963 FDA, FEMA, USDA. 33:16.220 --> 33:19.010 And they have done some things 33:19.010 --> 33:22.790 related to Tribute to Freedom and U.S.A., 33:22.790 --> 33:24.510 so they have people that they can bring in 33:24.510 --> 33:26.170 that can speak our language. 33:26.170 --> 33:27.003 Next. 33:28.950 --> 33:33.437 So, RAPP is our direct CRM leads database sub. 33:34.800 --> 33:35.673 Next please. 33:37.750 --> 33:41.191 Now, I don't want to get confused here. 33:41.191 --> 33:44.260 The overall approach to CRM, 33:44.260 --> 33:46.200 customer relationship management, 33:46.200 --> 33:48.493 there's actual CRM software that helps you 33:48.493 --> 33:51.280 have that 360 view of a customer 33:51.280 --> 33:53.600 that ties into marketing automation, 33:53.600 --> 33:57.810 but then there's also CRM agencies that help you, 33:57.810 --> 34:00.320 advise you on the one on one marketing, 34:00.320 --> 34:02.100 what the messaging should be. 34:02.100 --> 34:04.390 And believe or not, they still do 34:04.390 --> 34:08.563 a pretty great job on direct mail. 34:10.210 --> 34:12.520 The Army traditionally hasn't done 34:12.520 --> 34:14.120 direct mail the best, 34:14.120 --> 34:16.920 because we create a product, 34:16.920 --> 34:19.080 we buy a list, we mail it out. 34:19.080 --> 34:20.520 I've done a lot of direct mail 34:20.520 --> 34:22.800 where there's very sophisticated tools 34:22.800 --> 34:26.140 to where we could have a marketing war room 34:26.140 --> 34:28.960 and you pull up a screen 34:28.960 --> 34:31.260 and it has a map of the United States 34:31.260 --> 34:34.240 and you can track and anticipate, 34:34.240 --> 34:36.740 start seeing when the direct mail 34:37.830 --> 34:39.980 goes to the distribution center. 34:39.980 --> 34:42.210 When it gets to the individual homes 34:42.210 --> 34:44.188 and then in your war room center 34:44.188 --> 34:47.410 be able to push out in those particular 34:47.410 --> 34:50.920 geographies all the other support you need. 34:50.920 --> 34:53.130 Where appropriate retargeting 34:53.130 --> 34:56.240 or where initial other ads 34:56.240 --> 34:59.100 and to make sure that you're Google ad words 34:59.100 --> 35:02.060 and everything else are synced up for that area 35:02.060 --> 35:04.530 and for the offer that we're doing. 35:04.530 --> 35:07.250 Sometimes, it's used slightly 35:07.250 --> 35:08.640 at the top of the funnel 35:08.640 --> 35:11.680 but usually mid funnel or end of funnel 35:11.680 --> 35:12.980 to give them a premium 35:12.980 --> 35:14.310 and to make them feel special. 35:14.310 --> 35:17.930 So you don't necessarily do a substandard one, 35:17.930 --> 35:20.580 you do something really nice that engages them. 35:20.580 --> 35:23.960 But there is a science to it and there's a lot of 35:23.960 --> 35:27.150 A/B testing on that direct mail too. 35:27.150 --> 35:29.970 We should have different versions of envelopes, 35:29.970 --> 35:32.610 you send it out pre, you see what works 35:32.610 --> 35:35.070 and then you're continually refining. 35:35.070 --> 35:37.673 They'll help us with that too, next. 35:39.240 --> 35:42.740 And obviously, I'm not going to go over all this, 35:42.740 --> 35:45.763 but they have a lot of impressive clients also. 35:47.960 --> 35:50.890 We're very interested in Toyota 35:50.890 --> 35:52.260 because one of the things, 35:52.260 --> 35:55.610 if I can tie into the regional 35:56.510 --> 35:58.660 marketing representatives, 35:58.660 --> 36:02.460 is they sort of have a similar challenge, right? 36:02.460 --> 36:03.293 Where they have to do 36:03.293 --> 36:05.630 a national marketing campaign, 36:05.630 --> 36:07.640 there's a national website, 36:07.640 --> 36:10.840 but then dealers need their own websites 36:10.840 --> 36:13.710 with their own inventory of what's available, 36:13.710 --> 36:15.190 they need their own pictures 36:15.190 --> 36:17.140 that are relevant to that area, 36:17.140 --> 36:18.610 and they're probably putting out 36:18.610 --> 36:21.380 some of their own regional offers. 36:21.380 --> 36:23.865 So we're looking and we're gonna have 36:23.865 --> 36:27.070 conversations with other partners 36:27.070 --> 36:29.430 and explore what we can do 36:29.430 --> 36:30.910 from some of these partners. 36:30.910 --> 36:34.050 So I do think the partners are relevant 36:34.050 --> 36:36.330 to get best ideas and to get guidance. 36:36.330 --> 36:37.163 Next please. 36:41.150 --> 36:42.913 The marketing arm, next. 36:45.130 --> 36:48.120 They're an events and sponsorship agency 36:48.120 --> 36:53.120 and so, we did a lot of events at the AMRG level. 36:53.880 --> 36:55.990 A lot of events are going to be pushed down 36:55.990 --> 36:57.300 a little bit more locally 36:57.300 --> 37:00.180 because brigades, battalion and recruiters 37:00.180 --> 37:03.380 know everything, what are the big events 37:03.380 --> 37:04.700 that they should be at. 37:04.700 --> 37:08.330 We got out of a lot of expensive 37:08.330 --> 37:09.600 marketing activity, 37:09.600 --> 37:11.900 such as the All-American Bowl. 37:11.900 --> 37:15.390 I know years ago, NASCAR Top Fuel dragster, 37:15.390 --> 37:17.680 because it was relevant to the old 37:17.680 --> 37:20.590 marketing strategy of making people aware 37:20.590 --> 37:22.340 and have better attitude to the Army, 37:22.340 --> 37:24.428 but it didn't shift to the efficiency 37:24.428 --> 37:26.113 and the measurement of the ROI 37:27.000 --> 37:28.570 of measuring the behavioral. 37:28.570 --> 37:31.560 So we got to get one layer down 37:31.560 --> 37:33.260 and do that a little bit more effectively 37:33.260 --> 37:35.370 so we'll have access to this group. 37:35.370 --> 37:36.403 Next slide please. 37:37.560 --> 37:39.320 Once again, they've done a lot. 37:39.320 --> 37:41.080 Everything from cars to consumer 37:41.080 --> 37:43.860 packaged good companies to State Farm. 37:43.860 --> 37:44.793 Next slide please. 37:47.380 --> 37:51.840 Critical Mass will be doing our website. 37:51.840 --> 37:53.863 So, next slide. 37:56.160 --> 37:59.060 They started purely digital play 37:59.060 --> 38:01.513 from day one in 1997. 38:02.380 --> 38:05.940 And one of the things that usually happens 38:05.940 --> 38:08.490 and that DDB has promised us 38:08.490 --> 38:11.230 is a lot of time you just start 38:11.230 --> 38:12.670 with the big campaign 38:12.670 --> 38:15.450 and then the digital's an afterthought. 38:15.450 --> 38:17.420 We're really, since we've shifted 38:17.420 --> 38:19.740 a lot of our media weight, 38:19.740 --> 38:22.050 we're still doing television, right? 38:22.050 --> 38:24.520 But instead of buying just broad swaths 38:24.520 --> 38:28.030 and buying GRP's, gross rating points, 38:28.030 --> 38:29.350 to get a lot of eyeballs 38:29.350 --> 38:31.536 to people who think differently about the Army, 38:31.536 --> 38:34.070 they've already showed us tools 38:34.070 --> 38:38.120 that were able to go down to the TRP level 38:38.120 --> 38:41.090 and look down to, not only the channels 38:41.090 --> 38:42.961 on broad reach where we should be, 38:42.961 --> 38:47.710 but down into individual shows 38:47.710 --> 38:49.703 where our ads should be targeted. 38:51.700 --> 38:56.350 But, Critical Mass will help us 38:56.350 --> 38:58.700 with the website so that as we get 38:58.700 --> 39:01.560 that targeted broad reach there, 39:01.560 --> 39:05.180 that the website has that experience. 39:05.180 --> 39:08.520 So they're gonna help us start in the beginning. 39:08.520 --> 39:11.590 We're gonna consider that from day one. 39:11.590 --> 39:15.090 We're not gonna say, what's the ad? 39:15.090 --> 39:16.530 Let's go design the website. 39:16.530 --> 39:18.487 They're gonna be at the table from step one 39:18.487 --> 39:22.520 and sometimes they may have the lead, 39:22.520 --> 39:23.840 even though the other ones are supposed 39:23.840 --> 39:25.730 to be the creative, maybe the campaign 39:25.730 --> 39:27.030 centers around the digital. 39:27.030 --> 39:29.990 But my point is, we are, 39:29.990 --> 39:31.780 although we're gonna be doing television, 39:31.780 --> 39:34.460 it's gonna be a lot more targeted TRP's 39:34.460 --> 39:36.830 and our weight is shifted significantly 39:36.830 --> 39:39.990 over to digital advertising online, 39:39.990 --> 39:41.493 in games, et cetera. 39:43.140 --> 39:44.203 Next slide please. 39:45.860 --> 39:46.963 Good clients. 39:48.470 --> 39:49.760 You know, best of practice. 39:49.760 --> 39:54.297 I like the BMW, the Apple, the USAA, 39:56.790 --> 40:00.340 and even Marriott, from a CRM perspective, 40:00.340 --> 40:01.210 you know, those of you, 40:01.210 --> 40:02.410 well, you're stayin' at a, 40:02.410 --> 40:04.660 what is that, a Hilton? No. 40:04.660 --> 40:05.893 Next door, but. 40:07.348 --> 40:09.790 Also Blizzard Entertainment, 40:09.790 --> 40:11.270 how many of you guys play games? 40:11.270 --> 40:14.470 Blizzard is a big gamer. 40:14.470 --> 40:16.120 What's that, they have Overwatch 40:16.120 --> 40:17.310 and all these big things. 40:17.310 --> 40:22.310 So, they get what engaging experiential 40:22.590 --> 40:26.190 needs to be for kids that are gamers, 40:26.190 --> 40:28.523 those 17 to 24 year olds. 40:29.960 --> 40:30.860 Next slide please. 40:34.760 --> 40:37.220 Analytics, a company called Annalect. 40:37.220 --> 40:38.053 Next please. 40:40.770 --> 40:42.850 What Annalect is doing is they're pulling 40:42.850 --> 40:44.253 together a model, 40:46.290 --> 40:48.370 and General Hannah, you would probably know, 40:48.370 --> 40:49.920 when you were in AMRG, 40:49.920 --> 40:52.930 the former agency called it The Intelligence Hub 40:52.930 --> 40:55.060 and they tried to link together 40:56.120 --> 40:57.640 everything from the tagging 40:57.640 --> 40:59.900 that you put on websites 40:59.900 --> 41:03.480 to the marketing automation to feed the stream 41:03.480 --> 41:07.200 so that you can technically go from 41:07.200 --> 41:09.640 different platform to different platform, 41:09.640 --> 41:13.363 or to be able to pull in the measurement, 41:14.430 --> 41:16.630 where people were on different platforms 41:16.630 --> 41:18.290 and carry them over to the new platform. 41:18.290 --> 41:20.370 That's basically what they're helping us with. 41:20.370 --> 41:21.203 Next slide. 41:24.410 --> 41:28.390 Respected companies, P&G, very respected. 41:28.390 --> 41:31.080 Pepsi, Nissan, Apple. 41:31.080 --> 41:32.063 Next slide please. 41:35.890 --> 41:36.723 Next. 41:38.570 --> 41:40.070 This is actually one of the things, 41:40.070 --> 41:41.620 I always media buying 41:41.620 --> 41:44.660 was the most boring thing in the world. 41:44.660 --> 41:46.990 When I started at Kraft Foods I'm like, 41:46.990 --> 41:49.960 yeah, we talk about how many dollars 41:49.960 --> 41:52.500 and how much modeling, but I never got 41:52.500 --> 41:54.263 really into the nitty gritty of it. 41:55.420 --> 41:59.853 I am really excited because this agency, 42:01.380 --> 42:06.380 OMD, under DDB, has really shown us 42:07.370 --> 42:09.810 more tools, even though they just got 42:09.810 --> 42:13.290 the contract on how our old ads were performing, 42:13.290 --> 42:15.500 and showing us under the hood 42:15.500 --> 42:19.010 total data transparency and willing 42:19.010 --> 42:23.530 to have us see how they're buying media. 42:23.530 --> 42:25.230 And one of the things like that I said, 42:25.230 --> 42:28.760 is they pulled up this cool tool 42:28.760 --> 42:31.140 that showed how our ads were performing, 42:31.140 --> 42:33.156 even though they weren't the agency, 42:33.156 --> 42:36.630 and specifically which channels 42:36.630 --> 42:39.210 on broad reach do really well, 42:39.210 --> 42:41.690 and then they go, well don't be fooled. 42:41.690 --> 42:44.590 Even though MTV may do well, 42:44.590 --> 42:46.740 these two shows don't do well. 42:46.740 --> 42:49.060 So they can start showing you 42:49.060 --> 42:52.410 the efficiency and effectiveness on, 42:52.410 --> 42:54.010 should you buy a little bit broader, 42:54.010 --> 42:55.590 should you buy out a channel? 42:55.590 --> 42:57.180 Or are you better off going, 42:57.180 --> 42:58.650 buying out certain channels 42:58.650 --> 43:00.290 and just shows on the other? 43:00.290 --> 43:02.370 So it's a very exciting science 43:02.370 --> 43:04.970 to get specifically to the audience 43:04.970 --> 43:06.530 that we need to be at. 43:06.530 --> 43:07.363 Next. 43:08.760 --> 43:09.593 Next. 43:11.800 --> 43:14.683 And then, our multicultural marketing arm. 43:14.683 --> 43:16.350 We're wrapping up here, 43:16.350 --> 43:18.640 so if you guys are tired, 43:18.640 --> 43:21.610 get some energy and we'll go to questions. 43:21.610 --> 43:22.443 Next slide. 43:23.590 --> 43:27.500 They are making sure that we are representing 43:27.500 --> 43:31.340 everything we do from a multicultural perspective. 43:31.340 --> 43:33.700 So, some of that will be advising 43:33.700 --> 43:36.410 to make sure that our language, 43:36.410 --> 43:41.410 how we talk doesn't alienate and actually 43:41.570 --> 43:44.524 promotes things amongst different communities. 43:44.524 --> 43:48.080 But then there'll be specific programs, 43:48.080 --> 43:50.100 you know, it could be for influencers 43:50.100 --> 43:52.930 who we might do some things in Spanish. 43:52.930 --> 43:54.740 Or if it's done in English, 43:54.740 --> 43:57.430 respects and appreciates their heritage. 43:57.430 --> 43:58.263 Next slide. 44:00.800 --> 44:02.393 You get it, next slide please. 44:04.120 --> 44:06.840 So, questions, and I do I have some. 44:06.840 --> 44:08.140 I think what we're gonna do is we're gonna 44:08.140 --> 44:10.743 play some of the ads when I'm done, 44:11.730 --> 44:13.860 if we have time to do it, we'll see, 44:13.860 --> 44:15.933 but go ahead in the front. 44:23.490 --> 44:24.680 - [Major Barkwith] Sir, Major Barkwith, 44:24.680 --> 44:26.450 4th ID out of Fort Carson. 44:26.450 --> 44:28.210 First of all, I personally find this 44:28.210 --> 44:30.380 very fascinating, so thanks for coming today 44:30.380 --> 44:32.180 and taking time to share this with us. 44:32.180 --> 44:34.970 My question is is, do you have an ask 44:34.970 --> 44:36.450 for the Public Affairs Community? 44:36.450 --> 44:38.080 How can we integrate with you? 44:38.080 --> 44:41.082 What can we do to help AMRG 44:41.082 --> 44:43.130 do their job better, help facilitate 44:43.130 --> 44:45.210 what your goals and objectives are? 44:45.210 --> 44:47.930 - So, I think we can go a lot farther 44:47.930 --> 44:49.730 but I think one great step, 44:49.730 --> 44:51.760 and I gotta congratulate once 44:51.760 --> 44:54.943 the whole community, not just General Hannah, 44:56.040 --> 44:58.375 although she was the biggest part of it. 44:58.375 --> 45:01.690 Her promotion into this position, right? 45:01.690 --> 45:03.600 And as part of that promotion, 45:03.600 --> 45:06.260 Senior Leaders had the foresight 45:06.260 --> 45:08.703 to bring her over to AMRG for a while. 45:09.560 --> 45:10.930 So she sat over there 45:10.930 --> 45:12.250 and she observed some of the things 45:12.250 --> 45:15.190 that we have done and was very excited 45:15.190 --> 45:17.980 about potential integration points 45:17.980 --> 45:20.253 and how we can do things better. 45:21.120 --> 45:24.710 There are events like the Fusion Board, 45:24.710 --> 45:28.223 whereas they discuss some of the priority cities. 45:29.312 --> 45:31.490 You know, for example, the 22 cities, 45:31.490 --> 45:33.433 there's ways to better coordinate. 45:34.660 --> 45:38.300 I think there's better ways to coordinate 45:38.300 --> 45:40.750 in terms of getting insight. 45:40.750 --> 45:45.750 So, as you in OCBA and as your leaders think 45:45.910 --> 45:48.840 about what the Army story 45:48.840 --> 45:51.720 and the broader stakeholder groups 45:51.720 --> 45:53.513 that you communicate to, 45:54.780 --> 45:57.610 we're interested in obviously following that, 45:57.610 --> 45:59.984 and making sure whatever our message is 45:59.984 --> 46:04.750 doesn't distract from that but builds on that. 46:04.750 --> 46:07.250 For those of you that were around, 46:07.250 --> 46:10.393 and the way that I wasn't around, 46:12.560 --> 46:14.730 I was just out of the Army by that standpoint, 46:14.730 --> 46:15.980 I was workin' at Kraft Foods 46:15.980 --> 46:19.090 when Army Of One came out. 46:19.090 --> 46:21.970 But the story behind that is, 46:21.970 --> 46:23.980 they went out and they looked at 46:23.980 --> 46:26.150 the prospects at the time, 46:26.150 --> 46:28.250 and the prospects thought that the Army 46:28.250 --> 46:30.050 was all about running in formation, 46:30.050 --> 46:32.010 that they take away your identity, 46:32.010 --> 46:35.110 so they came up with this insight 46:35.110 --> 46:38.660 and I think it was does non collaboratively, 46:38.660 --> 46:42.050 wasn't worked out with people in uniform 46:42.050 --> 46:44.290 in general, including Senior Leaders, 46:44.290 --> 46:45.713 besides the Secretariat. 46:46.599 --> 46:49.700 But also, wasn't coordinated 46:49.700 --> 46:51.410 with the overall marketing message. 46:51.410 --> 46:53.240 So those for those of you that were around, 46:53.240 --> 46:58.240 remember we ran that campaign externally, 46:58.760 --> 47:01.550 then prospects, who might have initially 47:01.550 --> 47:03.350 understand it, what do they do? 47:03.350 --> 47:05.030 You eventually get to a point in that funnel 47:05.030 --> 47:07.030 where you're gonna find somebody in the Army 47:07.030 --> 47:09.250 or you're gonna ask a question online. 47:09.250 --> 47:12.370 And if the Army doesn't know what that is, 47:12.370 --> 47:17.030 so we had stories where, even at West Point, 47:17.030 --> 47:19.140 the cadets would ask the instructor, 47:19.140 --> 47:21.060 what does the army of one mean? 47:21.060 --> 47:23.950 And one of the professors I heard said, 47:23.950 --> 47:25.470 I think it's about like, 47:25.470 --> 47:27.270 we're all in it together. 47:27.270 --> 47:30.380 Where like NCO's, officers, soldiers, right, 47:30.380 --> 47:31.763 totally didn't get it. 47:33.210 --> 47:37.220 Then I understand the chief rightfully so said, 47:37.220 --> 47:39.440 well, if that's for the external audience, 47:39.440 --> 47:44.440 we're gonna create our own internal campaigns 47:44.510 --> 47:46.201 and what was that one? 47:46.201 --> 47:48.230 Was it Boots On The Ground? 47:48.230 --> 47:52.400 Or, yeah, Boots On The Ground at that time, right? 47:52.400 --> 47:54.580 So, in a short answer, 47:54.580 --> 47:57.210 I think from the Public Affairs community, 47:57.210 --> 48:01.270 as we get to those milestones of planning 48:01.270 --> 48:05.900 we will definitely be working with General Hannah 48:05.900 --> 48:08.060 and whoever her designee's are. 48:08.060 --> 48:10.910 I think I'm planning to sit in 48:10.910 --> 48:13.696 on some of your coordination meetings 48:13.696 --> 48:16.043 so we can better sync things up. 48:17.660 --> 48:19.940 And I don't know, what are some of the ideas 48:19.940 --> 48:22.993 that some of you have for better coordination? 48:24.200 --> 48:27.880 And feel free to, it can be a complaint 48:27.880 --> 48:29.550 and then a suggestion or what. 48:29.550 --> 48:30.423 Go ahead sir. 48:34.260 --> 48:36.740 - [Mike] It's Colonel Mike Lawhorn from FORSCOM. 48:36.740 --> 48:38.930 My question about and an offer 48:38.930 --> 48:40.465 for better coordination is, 48:40.465 --> 48:43.390 what are you doing to work with DOD, 48:43.390 --> 48:45.160 because I'm watchin' these great commercials 48:45.160 --> 48:47.130 about, obviously aimed at parents, 48:47.130 --> 48:49.010 that say their success tomorrow 48:49.010 --> 48:50.950 depends on your support today. 48:50.950 --> 48:53.519 And I'm wondering how that coordinates with, 48:53.519 --> 48:55.900 you know, it took me a while to realize 48:55.900 --> 48:57.920 that those weren't Army commercials, 48:57.920 --> 48:58.950 or military commercials, 48:58.950 --> 49:00.690 tryin' to figure out who that was 49:00.690 --> 49:01.810 and so I'm a little concerned 49:01.810 --> 49:04.490 about the mixed messaging to the American public 49:04.490 --> 49:08.030 while we're running simultaneous commercials. 49:08.030 --> 49:10.700 I understand one's aimed a different group, 49:10.700 --> 49:13.663 but I'd just like to hear your thoughts on that. 49:14.910 --> 49:17.980 - Well, number one, I acknowledge that 49:17.980 --> 49:21.150 and we should be doing a better job of that. 49:21.150 --> 49:22.730 I don't know if you all know, 49:22.730 --> 49:25.760 but each service has a representative 49:25.760 --> 49:27.470 from their marketing group 49:27.470 --> 49:29.720 that we put on rotation. 49:29.720 --> 49:31.750 So the Army has someone up there now. 49:31.750 --> 49:33.310 The other services had did it, 49:33.310 --> 49:34.370 we didn't have somebody. 49:34.370 --> 49:37.120 So there's somebody up at OSD working 49:37.120 --> 49:39.307 with the same group that does jammers 49:39.307 --> 49:41.240 and the advertising. 49:41.240 --> 49:43.450 And then we do need to consider 49:43.450 --> 49:45.480 and meet with them to figure out 49:45.480 --> 49:47.560 how they're buying that media, 49:47.560 --> 49:50.360 since the commercials, and sync that 49:50.360 --> 49:53.290 into our overall marketing funnel. 49:53.290 --> 49:55.170 But, yeah, we should go up there 49:55.170 --> 49:57.223 and see how we can get better engaged. 49:58.980 --> 50:00.820 Any other questions? 50:00.820 --> 50:01.653 - [Audience Member] Ed, I just had 50:01.653 --> 50:05.612 one question as we-- - Okay. 50:05.612 --> 50:08.294 - Back to your original question. 50:08.294 --> 50:12.710 Can you hear me? (crowd chatter) 50:12.710 --> 50:14.100 Okay, there, that's better. 50:14.100 --> 50:17.020 Okay, so to talk about what kind of 50:17.020 --> 50:18.640 other collaboration we can do, 50:18.640 --> 50:20.160 my view from being over there, 50:20.160 --> 50:21.770 it was just really apparent after 50:21.770 --> 50:25.290 a couple of weeks is that we are all out there 50:25.290 --> 50:27.780 in the same space, in the digital space, 50:27.780 --> 50:31.870 and some of the barriers to move prospects 50:31.870 --> 50:33.780 and future soldiers down that funnel 50:35.340 --> 50:38.620 are shown through many different lenses already, 50:38.620 --> 50:41.380 from some of our teams out there. 50:41.380 --> 50:46.010 So, being just aware of what attracts 50:46.010 --> 50:49.000 our future soldiers is extremely important. 50:49.000 --> 50:51.896 Those of us who have not worked in recruiting 50:51.896 --> 50:54.360 don't get to experience that and go through 50:54.360 --> 50:56.080 the thought process of that. 50:56.080 --> 50:59.610 So, that's one point, the barriers. 50:59.610 --> 51:03.430 Second is on what sells, what attracts 51:03.430 --> 51:05.860 and how do recruiters, 51:05.860 --> 51:08.360 not only use what the agency is doing, 51:08.360 --> 51:11.670 but how do they personalize that to themselves? 51:11.670 --> 51:15.180 I spent a good day with a recruiting team 51:15.180 --> 51:17.680 in various types of activities 51:17.680 --> 51:19.440 and it really showed to me 51:19.440 --> 51:21.610 how they have to internalize that 51:21.610 --> 51:24.790 and make it part of their regular conversation, 51:24.790 --> 51:27.520 not only to future soldiers but to their parents. 51:27.520 --> 51:30.590 And it gets to why we all serve. 51:30.590 --> 51:32.080 And just having that awareness 51:32.080 --> 51:35.150 in our mind as we communicate. 51:35.150 --> 51:37.030 And then the other piece to me too, 51:37.030 --> 51:41.060 besides the synchronization which was brought up, 51:41.060 --> 51:42.070 is the research. 51:42.070 --> 51:43.900 What is the research and what are 51:43.900 --> 51:45.570 the best practices that play? 51:45.570 --> 51:48.210 And the ad agency really does 51:48.210 --> 51:49.750 have a grasp on that 51:49.750 --> 51:51.200 and that's something that we've talked 51:51.200 --> 51:55.277 about during this couple of days here. 51:55.277 --> 51:57.090 And how do we innovate 51:57.090 --> 52:00.560 and what are those platforms and processes 52:00.560 --> 52:04.210 that are clearly in the resources 52:04.210 --> 52:08.196 that you have, how can we capitalize on that 52:08.196 --> 52:10.320 and learn from that? 52:10.320 --> 52:11.852 So that's something that I am 52:11.852 --> 52:14.820 very very interested in partnering on. 52:14.820 --> 52:19.820 But also, when you look at the AIE Program itself, 52:20.020 --> 52:23.006 it's being managed by PEO, PEO EINS. 52:23.006 --> 52:25.310 And so in that development, 52:25.310 --> 52:27.550 that is an Accessions tool, 52:27.550 --> 52:29.730 it's a recruiting tool but it's now 52:29.730 --> 52:31.848 also incorporating the marketing aspects 52:31.848 --> 52:35.150 of what efforts are being placed 52:35.150 --> 52:39.400 into AMRG and that makes a huge difference. 52:39.400 --> 52:43.710 So, if there is some aspect of that 52:43.710 --> 52:45.500 that we take a look at 52:45.500 --> 52:48.850 for innovation in our lane, it's important. 52:48.850 --> 52:50.661 We'll be taking a look at that as well 52:50.661 --> 52:52.760 and I do think that there's 52:52.760 --> 52:56.083 a PA application to that. 52:56.990 --> 52:59.056 - Awesome, thank you ma'am. 52:59.056 --> 52:59.889 - All right, more questions. 52:59.889 --> 53:01.160 - [Mark] Ed, I have one question, 53:01.160 --> 53:02.490 Mark Boylan from Cadet Command. 53:02.490 --> 53:04.830 As we move forward with the new agency 53:04.830 --> 53:07.327 and developing the new Army Campaign, 53:07.327 --> 53:09.130 has there been any thought of going back 53:09.130 --> 53:10.500 and lookin' at the sub brands 53:10.500 --> 53:13.360 and doing away with the Active Reserve 53:13.360 --> 53:16.070 and AMEDD and focusin' on enlisted 53:16.070 --> 53:18.110 and officer as ways to serve? 53:18.110 --> 53:19.410 Because now they all fall 53:19.410 --> 53:21.380 within those two categories 53:21.380 --> 53:23.200 and it will prevent the stove piping 53:23.200 --> 53:24.870 that's happened in the past. 53:24.870 --> 53:28.350 - Right, so yes, that's one of the reasons 53:28.350 --> 53:31.240 why we have to have an Interim Campaign 53:31.240 --> 53:35.030 this year, is because we still have ads, right? 53:35.030 --> 53:37.490 And you're very right, there was stove pipes 53:37.490 --> 53:39.700 that for Reserve, they'd have their own colors 53:39.700 --> 53:41.490 and it started with television ads, 53:41.490 --> 53:42.810 and then what was their videos 53:42.810 --> 53:44.380 and what was their social media? 53:44.380 --> 53:46.400 And then we were organized, right? 53:46.400 --> 53:49.340 Reserve, and then we'd have an Active, 53:49.340 --> 53:50.620 and then there's somebody 53:50.620 --> 53:52.350 that works on National Guard. 53:52.350 --> 53:54.710 So we're gonna be trying to organize, 53:54.710 --> 53:58.690 number one, our people oriented a little bit more 53:58.690 --> 54:00.763 around the segments and everything. 54:02.140 --> 54:04.964 So we should be approaching them, 54:04.964 --> 54:07.820 the message they want to hear, right? 54:07.820 --> 54:09.510 Like, this is the Army, 54:09.510 --> 54:10.981 and then as we get to know them, 54:10.981 --> 54:13.950 they're gonna get preferences pretty quickly. 54:13.950 --> 54:16.890 Some people, it'll be evident 54:16.890 --> 54:20.070 that they want to stay closer to home, 54:20.070 --> 54:22.200 right, 'cause family is important to them 54:22.200 --> 54:24.160 and they want to do this part time. 54:24.160 --> 54:26.500 But then we're gonna be able to figure out, 54:26.500 --> 54:29.790 well, if the person wants to go infantry, 54:29.790 --> 54:31.800 that's more than likely, probably, 54:31.800 --> 54:34.900 gonna feed over generally to the National Guard. 54:34.900 --> 54:36.650 Maybe if they're interested for, 54:36.650 --> 54:38.390 they were an environmental science major 54:38.390 --> 54:40.860 and they wanted to do water purification 54:40.860 --> 54:41.693 they go this way. 54:41.693 --> 54:44.100 So, I'm oversimplifying it now, 54:44.100 --> 54:46.921 but we're gonna be talking about the Army, 54:46.921 --> 54:49.930 being true to who we are, 54:49.930 --> 54:51.920 but from the prospect's perspective. 54:51.920 --> 54:53.900 Because wouldn't you get pretty overwhelmed 54:53.900 --> 54:55.960 if you just see a Reserve commercial, 54:55.960 --> 54:57.140 a National Guard commercial, 54:57.140 --> 54:59.730 you know nothing about it and we don't look 54:59.730 --> 55:01.630 like we're coming from the same place? 55:02.720 --> 55:05.590 So, yes, but I do want to assure you 55:05.590 --> 55:09.240 that as we look at specialties on our staff, 55:09.240 --> 55:11.710 that we will still have people that are 55:11.710 --> 55:15.380 representing the expertise of the National Guard 55:15.380 --> 55:19.230 to make sure that where the Reserves, 55:19.230 --> 55:21.830 you know, basically active component. 55:21.830 --> 55:24.870 People that have experience and Cadet Command 55:24.870 --> 55:28.550 to make sure we're feeding the right leads, 55:28.550 --> 55:30.250 the quality of leads that they need, 55:30.250 --> 55:32.830 the number of leads that they need, 55:32.830 --> 55:36.390 and that we're representing at the right stage, 55:36.390 --> 55:39.190 once they start getting upper mid funnel 55:39.190 --> 55:42.240 and mid funnel, and they're more oriented 55:42.240 --> 55:43.440 towards one of those branches, 55:43.440 --> 55:45.460 that we have the right content to that. 55:45.460 --> 55:47.340 Does that answer your question? 55:47.340 --> 55:48.173 Thanks. 55:50.030 --> 55:52.480 - [Major Johnson] Major Selwin Johnson, 21st TSC. 55:53.320 --> 55:55.679 So, you mentioned about the events 55:55.679 --> 55:59.760 for AMRG and there were some large events, 55:59.760 --> 56:02.610 like NHRA, NASCAR, All-American Bowl, 56:02.610 --> 56:03.610 which have gone away. 56:03.610 --> 56:07.690 And I hope that they are able to push down 56:08.770 --> 56:11.690 some of that ability for those organizations 56:11.690 --> 56:13.630 to actually get into those areas themselves, 56:13.630 --> 56:16.480 'cause just like with the media or social media, 56:16.480 --> 56:18.200 we have to go to where the folks are, 56:18.200 --> 56:20.350 not try to always get them to come to us. 56:20.350 --> 56:21.183 And that's, I think, 56:21.183 --> 56:23.260 what AMRG was doin' for a long time, 56:23.260 --> 56:25.280 trying to pull people to where they were 56:25.280 --> 56:27.110 versus going out to where they are. 56:27.110 --> 56:28.300 And I think that's good, 56:28.300 --> 56:31.030 but the other piece of what I wanted to say 56:31.030 --> 56:33.990 is that, I hope that you all are also 56:33.990 --> 56:36.970 talking to us, in regards to, 56:36.970 --> 56:38.880 because like right now, we don't have, 56:38.880 --> 56:40.410 you know, we went from Be All You Can Be 56:40.410 --> 56:42.900 to Army Of One to this to Army Strong, 56:42.900 --> 56:44.510 and now we don't have anything. 56:44.510 --> 56:46.650 And sometimes there are folks who feel like 56:46.650 --> 56:49.030 we've kind of lost who we were, 56:49.030 --> 56:50.696 like, that identity, so we're all 56:50.696 --> 56:52.670 part of different, you know, 56:52.670 --> 56:53.990 a different time of coming in. 56:53.990 --> 56:57.130 So we hope that you all reach out to us 56:57.130 --> 57:00.426 so that we can help to kind of shape that message, 57:00.426 --> 57:03.410 because those who are still serving, 57:03.410 --> 57:05.199 we still hear a lot from the people who are in 57:05.199 --> 57:07.660 and right now, as you know with jammers, 57:07.660 --> 57:08.940 the folks that are still comin' in 57:08.940 --> 57:11.140 to the military are the ones who are influenced 57:11.140 --> 57:13.410 by military personnel or family members 57:13.410 --> 57:15.930 or those who know someone who's still in. 57:15.930 --> 57:17.350 So, I think that's important, 57:17.350 --> 57:19.323 that you all do that with us. 57:20.260 --> 57:21.163 - Well said. 57:22.380 --> 57:25.600 I definitely agree, we should be getting feedback. 57:25.600 --> 57:28.760 We'll work that top down through General Hannah. 57:28.760 --> 57:30.303 And then to your other point, 57:31.358 --> 57:34.940 the MEB, the Marketing Engagement Brigade, 57:34.940 --> 57:37.800 that got attached and went to TRADOC. 57:37.800 --> 57:38.980 It was part of us, 57:38.980 --> 57:41.143 we're still working very closely with them. 57:42.170 --> 57:44.260 There is something called the Fusion Board 57:44.260 --> 57:46.000 that General Hannah's been to 57:46.000 --> 57:48.510 where they decide where those assets go. 57:48.510 --> 57:50.870 When we were running it, it was a little bit more, 57:50.870 --> 57:52.920 each brigade got to pick certain things, 57:52.920 --> 57:55.390 and it was based on, you get so many, 57:55.390 --> 57:57.200 you equally get so many, 57:57.200 --> 58:00.420 it's gonna be synced up more to the master plan 58:00.420 --> 58:03.710 of priority markets and definitely 58:03.710 --> 58:06.400 a little bit more insight on, 58:06.400 --> 58:08.220 they can still be big events 58:08.220 --> 58:10.900 and they might be car shows or county fairs 58:10.900 --> 58:14.500 or E-Sports, you know, to the extent 58:14.500 --> 58:17.410 that we can engage more around that. 58:17.410 --> 58:19.100 But we'll still be doing events, 58:19.100 --> 58:20.800 it'll just be a little bit more tailored, 58:20.800 --> 58:23.010 but thanks for your thoughtful comments. 58:23.010 --> 58:25.443 - And if you don't mind me saying, 58:26.810 --> 58:28.310 that Fusion Board is important 58:28.310 --> 58:31.060 and it's important in terms of the assets 58:31.060 --> 58:33.420 that we've put in from our outreach team 58:33.420 --> 58:36.640 and OCBA and Meet Your Army program. 58:36.640 --> 58:41.630 To actually be involved with multiple 58:42.480 --> 58:45.370 elements of the Army in these 58:45.370 --> 58:48.640 longer term weeks that actually build energy, 58:48.640 --> 58:52.730 execute a local type event or regional event 58:52.730 --> 58:55.390 and then continue to follow up in the space, 58:55.390 --> 58:58.230 in the digital space, in the media, 58:58.230 --> 59:00.330 and through the connections that we've made, 59:00.330 --> 59:02.300 not only with future soldiers, 59:02.300 --> 59:04.700 but with the influencers in those communities. 59:04.700 --> 59:06.280 And to establish those ties 59:06.280 --> 59:10.190 and bringing in other elements who stay there, 59:10.190 --> 59:12.880 who stay there in those communities, 59:12.880 --> 59:15.370 like (mumbling) and some of our 59:15.370 --> 59:19.160 National Guard Reserve teams that are there. 59:19.160 --> 59:23.185 So, I think the way forward has been 59:23.185 --> 59:26.390 very good, in terms of bringing it all together 59:26.390 --> 59:28.770 and continuing to link to that. 59:28.770 --> 59:31.560 As we move through what comes out 59:31.560 --> 59:33.998 of the new agency, which you know, 59:33.998 --> 59:37.490 clearly is a look at how we're gonna 59:37.490 --> 59:40.600 be focusing on what were looking at 59:40.600 --> 59:42.347 in terms of of Warriors Wanted, 59:42.347 --> 59:44.500 and our link to that. 59:44.500 --> 59:47.230 It's important that we understand that strategy. 59:47.230 --> 59:50.385 And so that's part of what I'll do at OCBA 59:50.385 --> 59:53.660 is commit to you to get that strategy out there, 59:53.660 --> 59:54.910 so that you understand it 59:54.910 --> 59:58.860 in our communication synchronization forms. 59:58.860 --> 01:00:00.840 And then you can apply that 01:00:00.840 --> 01:00:02.690 then to your command teams. 01:00:02.690 --> 01:00:05.260 Outreach is also stood up a speaker spiro 01:00:05.260 --> 01:00:08.320 that is really focused to helping 01:00:08.320 --> 01:00:11.770 synchronize our Senior Leaders as they go out. 01:00:11.770 --> 01:00:14.240 And General Martin from TRADOC, 01:00:14.240 --> 01:00:16.543 the Deputy Commander, sent me this great slide 01:00:16.543 --> 01:00:19.150 that he's using that we can incorporate 01:00:19.150 --> 01:00:21.970 into some of our products, 01:00:21.970 --> 01:00:23.350 and we're gonna put together a tool kit 01:00:23.350 --> 01:00:26.380 that'll help facilitate that message, 01:00:26.380 --> 01:00:29.900 because that gets to, not only the PAO team, 01:00:29.900 --> 01:00:32.350 which hopefully is leading that strategy, 01:00:32.350 --> 01:00:33.570 but gets to those speech writers 01:00:33.570 --> 01:00:34.680 supporting those leaders 01:00:34.680 --> 01:00:36.350 as they go out and do outreach 01:00:36.350 --> 01:00:37.760 and community relations events 01:00:37.760 --> 01:00:39.340 to make sure we're tied into 01:00:39.340 --> 01:00:42.430 the recruiting strategy and the recruiting message. 01:00:42.430 --> 01:00:44.380 So that's important, and then as we do 01:00:44.380 --> 01:00:46.260 do a new role out, like we talked about 01:00:46.260 --> 01:00:48.540 in the Army Of One Campaign, 01:00:48.540 --> 01:00:49.610 we need to understand it. 01:00:49.610 --> 01:00:52.140 The internal Army needs to understand it 01:00:52.140 --> 01:00:56.140 and we need to ensure that we have that 01:00:56.140 --> 01:00:58.960 focus brought to us and that we are 01:00:58.960 --> 01:01:01.810 able to answer those questions, 01:01:01.810 --> 01:01:03.780 what does this mean, at Echelon, 01:01:03.780 --> 01:01:06.050 and especially when folks go home 01:01:06.050 --> 01:01:08.000 to their local communities. 01:01:08.000 --> 01:01:11.400 And that's a big link, so I look forward to it. 01:01:11.400 --> 01:01:13.500 - Yeah, and that's one of the reasons why, 01:01:14.400 --> 01:01:16.610 sometimes, right, you have to educate 01:01:16.610 --> 01:01:19.340 because, just like you have to educate on 01:01:20.214 --> 01:01:21.743 public affairs, 01:01:23.120 --> 01:01:25.480 we have educate, sometimes, on marketing. 01:01:25.480 --> 01:01:27.340 But you know, the first response 01:01:27.340 --> 01:01:29.440 from Senior Leaders is typically like, 01:01:29.440 --> 01:01:32.510 hey, let's get a commercial out next month, right? 01:01:32.510 --> 01:01:35.360 And, in order to do all these things 01:01:35.360 --> 01:01:36.400 that we just talked about, 01:01:36.400 --> 01:01:38.490 just the planning and the synchronization 01:01:38.490 --> 01:01:40.410 and making sure the insights are right, 01:01:40.410 --> 01:01:42.610 making sure it's gonna tie in with you, 01:01:42.610 --> 01:01:44.490 and that the Senior Leaders, 01:01:44.490 --> 01:01:47.010 even though it's gotta resonate with prospects, 01:01:47.010 --> 01:01:49.770 are supportive of it so when they give talks 01:01:49.770 --> 01:01:52.113 and conversations, so it just takes time. 01:01:54.520 --> 01:01:55.530 I'll leave it up to you 01:01:55.530 --> 01:01:57.730 on whether you want to ask for more questions 01:01:57.730 --> 01:02:00.250 or call it, does anybody? - Anymore? 01:02:00.250 --> 01:02:03.490 - [John] Sir, John Harlow. 01:02:03.490 --> 01:02:05.110 My first job as a civilian 01:02:05.110 --> 01:02:07.623 was at a recruiting battalion in Milwaukee. 01:02:09.000 --> 01:02:11.720 The demographics, the research, 01:02:11.720 --> 01:02:13.760 all the stuff that's going into it is amazing. 01:02:13.760 --> 01:02:14.760 It's gonna be a good agency 01:02:14.760 --> 01:02:16.060 we're gonna be working with. 01:02:16.060 --> 01:02:17.740 My question is, whenever you go to 01:02:17.740 --> 01:02:20.127 a recruiting battalion, it's an advertising 01:02:20.127 --> 01:02:21.850 and public affairs office. 01:02:21.850 --> 01:02:22.910 Does this mean we're gonna be able 01:02:22.910 --> 01:02:25.267 to take the advertising out of ANPA 01:02:25.267 --> 01:02:26.590 and recruiting and they'll be able 01:02:26.590 --> 01:02:27.800 to tell the stories of the young men 01:02:27.800 --> 01:02:29.700 and women who raise their right hands? 01:02:30.860 --> 01:02:32.860 - I don't know, I mean I'd love to talk to you 01:02:32.860 --> 01:02:37.253 about that offline, can you see me after this. 01:02:38.380 --> 01:02:40.330 I'd love to hear your thoughts on that. 01:02:42.576 --> 01:02:44.540 - [Audience Member] Just a quick recommendation. 01:02:44.540 --> 01:02:46.260 When you're asking for suggestions 01:02:46.260 --> 01:02:51.253 on how to help us coordination, 01:02:52.260 --> 01:02:56.320 I just recommend adding into our Bugle Call. 01:02:56.320 --> 01:02:57.470 That's something that we're already 01:02:57.470 --> 01:02:59.640 distributing and I would love to see, 01:02:59.640 --> 01:03:01.940 because for a long time I feel like 01:03:01.940 --> 01:03:04.930 I had no idea what is going on in AMRG 01:03:04.930 --> 01:03:07.210 and I think just adding in just a data sheet 01:03:07.210 --> 01:03:08.782 every so often of what's going on 01:03:08.782 --> 01:03:11.800 into the Bugle Call would be sufficient. 01:03:11.800 --> 01:03:14.100 - Actually we had one go out in April, 01:03:14.100 --> 01:03:15.680 which is very exciting, because we 01:03:15.680 --> 01:03:17.700 established that when I was over there. 01:03:17.700 --> 01:03:19.353 And that about the VR Campaign. 01:03:19.353 --> 01:03:21.110 It's the digital marketing campaign 01:03:21.110 --> 01:03:22.240 called In Our Boots. 01:03:22.240 --> 01:03:24.790 And so, we definitely can utilize 01:03:24.790 --> 01:03:26.400 a lot of the material in that 01:03:26.400 --> 01:03:27.810 and so that's one of the things 01:03:27.810 --> 01:03:31.440 that we'll be doing more of. 01:03:31.440 --> 01:03:33.507 - [Audience Member] Great ma'am, thank you. 01:03:34.633 --> 01:03:36.210 - [Audience Member] Just as another call to action 01:03:36.210 --> 01:03:38.340 on what more that most of us in this room 01:03:38.340 --> 01:03:39.240 can help with on these. 01:03:39.240 --> 01:03:40.460 When it comes to filming, 01:03:40.460 --> 01:03:42.670 I'm not sure how long the flash to bang is 01:03:42.670 --> 01:03:45.020 when you know what it is you want 01:03:45.020 --> 01:03:47.570 and which lucky unit gets to be 01:03:47.570 --> 01:03:48.750 the one featured in that 01:03:48.750 --> 01:03:50.660 and get that kind of exposure. 01:03:50.660 --> 01:03:51.640 I know in some cases, 01:03:51.640 --> 01:03:52.960 they know exactly what they want, 01:03:52.960 --> 01:03:54.500 like the feature about the first female 01:03:54.500 --> 01:03:56.820 tank commander, but if there's a way, 01:03:56.820 --> 01:03:58.540 I know DVIDS kind of sends out a note, 01:03:58.540 --> 01:03:59.850 hey, this is what we're looking for 01:03:59.850 --> 01:04:00.683 in the coming months, 01:04:00.683 --> 01:04:01.516 maybe if there's a way. 01:04:01.516 --> 01:04:03.620 If you know, hey six or seven months out 01:04:03.620 --> 01:04:05.270 or even just kind of calls to the field 01:04:05.270 --> 01:04:06.820 every once in a while. 01:04:06.820 --> 01:04:08.540 What's the best way that we can provide 01:04:08.540 --> 01:04:09.960 you feedback if we have, really, 01:04:09.960 --> 01:04:11.320 things that we think would be good 01:04:11.320 --> 01:04:13.730 visual opportunities and then you can let us know, 01:04:13.730 --> 01:04:15.060 hey, that's not big enough 01:04:15.060 --> 01:04:16.040 or what you're lookin' for 01:04:16.040 --> 01:04:18.720 so we can give you the right kind of exercises 01:04:18.720 --> 01:04:20.180 and stuff we might have that could be a good. 01:04:20.180 --> 01:04:23.110 - Yeah, so years and years ago, 01:04:23.110 --> 01:04:25.539 when we did the Army Strong ad, 01:04:25.539 --> 01:04:28.370 and I actually went to Fort Hood 01:04:28.370 --> 01:04:30.530 for some of those shoots, 01:04:30.530 --> 01:04:34.223 I remember how stressful that was. 01:04:35.170 --> 01:04:36.810 That was stressful but we still had 01:04:36.810 --> 01:04:38.230 more lead time and everything. 01:04:38.230 --> 01:04:39.960 So, I think, number one, 01:04:39.960 --> 01:04:44.960 these last campaigns, it was just crazy. 01:04:45.010 --> 01:04:49.480 It wasn't executed under a long enough timeline 01:04:49.480 --> 01:04:51.740 and it was last minute. 01:04:51.740 --> 01:04:56.740 So, it was more, just a couple people in AMRG 01:04:56.800 --> 01:04:58.440 talking to some Senior Leaders 01:04:58.440 --> 01:05:01.750 on which Senior Leaders may be receptive 01:05:01.750 --> 01:05:03.680 or which posts may be receptive, 01:05:03.680 --> 01:05:06.590 combined with weather conditions, da da da da da. 01:05:06.590 --> 01:05:10.511 But, I think you've a really good suggestion. 01:05:10.511 --> 01:05:13.880 As soon as some point in that timeline 01:05:13.880 --> 01:05:16.790 we start figuring out what the concepts 01:05:16.790 --> 01:05:19.487 will start being, that as long as we say, 01:05:19.487 --> 01:05:21.770 look, we can't guarantee anything 01:05:21.770 --> 01:05:24.930 but here is what we're looking at. 01:05:24.930 --> 01:05:28.110 We're either looking for to do some science 01:05:28.110 --> 01:05:30.570 and STEM things, these are the areas 01:05:31.430 --> 01:05:32.780 that we're thinking of, 01:05:32.780 --> 01:05:35.440 but do you guys have any additional suggestions. 01:05:35.440 --> 01:05:37.840 Or, if we're doing stuff, again, 01:05:37.840 --> 01:05:39.880 that's more combined arms, 01:05:39.880 --> 01:05:42.290 I'm sure there's other posts 01:05:42.290 --> 01:05:43.410 that would've loved to do it 01:05:43.410 --> 01:05:45.770 or maybe even, I don't know. 01:05:45.770 --> 01:05:48.317 So, we will bring that, I think, 01:05:48.317 --> 01:05:49.810 to the Fusion Board 01:05:49.810 --> 01:05:52.814 and then maybe installations 01:05:52.814 --> 01:05:55.990 and then General Hannah to figure out 01:05:55.990 --> 01:05:57.460 what is the best timing 01:05:57.460 --> 01:05:59.403 and how do we get that message out. 01:06:00.356 --> 01:06:02.600 - So Ed, I think that often times 01:06:02.600 --> 01:06:05.120 what ends up happening is the PA teams 01:06:05.120 --> 01:06:06.780 on the ground end up being 01:06:06.780 --> 01:06:08.640 the focal point at the installation 01:06:08.640 --> 01:06:11.940 for that coordination and identification. 01:06:11.940 --> 01:06:14.640 So I think that's definitely 01:06:15.830 --> 01:06:17.280 a thing that I can help with. 01:06:19.108 --> 01:06:20.860 - Any, okay. 01:06:20.860 --> 01:06:22.220 - [Audience Member] So, Army Strong 01:06:22.220 --> 01:06:23.700 is still lingering, right? 01:06:23.700 --> 01:06:25.620 We still hear it at the end of meetings 01:06:25.620 --> 01:06:29.070 and on documents, on letters and what not. 01:06:29.070 --> 01:06:30.370 What's the current position on that 01:06:30.370 --> 01:06:33.850 and do you anticipate some other kind of a, 01:06:33.850 --> 01:06:35.550 I hate to use the word tagline, 01:06:35.550 --> 01:06:38.963 but tagline unrolling in the future? 01:06:40.100 --> 01:06:43.940 - Yes, there was actually, 01:06:43.940 --> 01:06:45.370 and I wasn't here for this, 01:06:45.370 --> 01:06:47.713 but the way I understand it is, 01:06:48.862 --> 01:06:52.580 a former chief when AMRG came under 01:06:52.580 --> 01:06:55.710 and it was under different leadership under AMRG, 01:06:55.710 --> 01:07:00.710 announced that the Army Strong tagline 01:07:00.809 --> 01:07:04.630 was no longer as relevant to the new positioning 01:07:04.630 --> 01:07:07.200 statement that they put in a lot of research. 01:07:07.200 --> 01:07:10.070 Once again, that audience was a little bit broader 01:07:10.070 --> 01:07:12.800 but at the time they felt like the tagline 01:07:12.800 --> 01:07:15.290 wasn't resonating, because if you remember, 01:07:15.290 --> 01:07:17.730 the tagline, Army Strong, 01:07:17.730 --> 01:07:19.788 the insight behind that was 01:07:19.788 --> 01:07:23.740 the emotional and physical and mental strength 01:07:23.740 --> 01:07:25.890 that somebody can get. 01:07:25.890 --> 01:07:27.580 And it wasn't to say, if you're coming 01:07:27.580 --> 01:07:29.316 in the Army there's something wrong with you, 01:07:29.316 --> 01:07:31.620 but it was to say, we're gonna even build 01:07:31.620 --> 01:07:33.064 on your physical, mental, 01:07:33.064 --> 01:07:35.690 and emotional strength, right? 01:07:35.690 --> 01:07:39.760 So, the Senior Leaders were notified that, 01:07:39.760 --> 01:07:41.240 and once again, I wasn't there, 01:07:41.240 --> 01:07:45.470 this is just what I, I asked the same question, 01:07:45.470 --> 01:07:48.270 was told that, the Senior Leaders were told, 01:07:48.270 --> 01:07:50.030 we're not gonna use this anymore 01:07:51.270 --> 01:07:54.680 but then the Senior Leaders still wanted to, 01:07:54.680 --> 01:07:57.610 at that time, hold on to it a little bit internally. 01:07:57.610 --> 01:08:02.580 As you can imagine, certain Army installations 01:08:02.580 --> 01:08:04.660 that had either Accessions Command 01:08:04.660 --> 01:08:06.580 or that have TRADOC now, 01:08:06.580 --> 01:08:08.250 you'll still see the Army Strong 01:08:08.250 --> 01:08:10.500 right at the front gate of the installations. 01:08:11.890 --> 01:08:13.980 So, we're not using it 01:08:13.980 --> 01:08:16.070 in our advertising right now. 01:08:16.070 --> 01:08:17.800 We're not squashing the bug 01:08:17.800 --> 01:08:19.490 if somebody wants to, at the end of a meeting, 01:08:19.490 --> 01:08:21.390 go, Army Strong hooah. 01:08:21.390 --> 01:08:23.890 In terms of the second part of your question, 01:08:23.890 --> 01:08:27.080 do I anticipate a new tagline? 01:08:27.080 --> 01:08:29.780 Well, not all brands have taglines. 01:08:29.780 --> 01:08:31.760 You know, Nike used to be just do it, 01:08:31.760 --> 01:08:33.970 then they went away from that for a while 01:08:33.970 --> 01:08:36.410 and they've sort of gone back and forth 01:08:36.410 --> 01:08:38.603 by not having it and having it. 01:08:40.400 --> 01:08:44.410 You know, personally, I think the Army 01:08:44.410 --> 01:08:46.660 is used to having a tagline 01:08:46.660 --> 01:08:49.140 and it resonates with us 01:08:49.140 --> 01:08:51.390 and that the Army's supportive of it. 01:08:51.390 --> 01:08:53.900 So, I would say there'll possibly be 01:08:53.900 --> 01:08:55.226 a new tagline, but once again, 01:08:55.226 --> 01:08:59.000 we have to go through that proper segmentation. 01:08:59.000 --> 01:09:01.430 We have to realize that Gen Z 01:09:01.430 --> 01:09:04.530 is very different even then millennials. 01:09:04.530 --> 01:09:05.840 The relationships that they have 01:09:05.840 --> 01:09:08.570 with their parents, how they view things. 01:09:08.570 --> 01:09:10.426 That's why, when we look at 01:09:10.426 --> 01:09:14.140 what the positioning statement and brand 01:09:14.140 --> 01:09:16.690 needs to be, they're a little bit, 01:09:16.690 --> 01:09:19.970 they have goals and aspirations and drive, 01:09:19.970 --> 01:09:22.340 but they look at, not necessarily, 01:09:22.340 --> 01:09:23.970 like I'm Generation X, right? 01:09:23.970 --> 01:09:27.950 We used to watch shows on Secret to my Success 01:09:27.950 --> 01:09:30.370 and Wolf of Wall Street and what you can do 01:09:30.370 --> 01:09:33.020 to get ahead and progress yourself. 01:09:33.020 --> 01:09:36.500 Gen Z is very focused about having goals 01:09:36.500 --> 01:09:38.830 but joining an organization 01:09:38.830 --> 01:09:41.750 that's consistent with their values. 01:09:41.750 --> 01:09:45.080 So we have to demonstrate how the Army 01:09:45.080 --> 01:09:47.493 is a place where their values, 01:09:48.710 --> 01:09:50.780 that how we're consistent with that, 01:09:50.780 --> 01:09:52.610 and also how they can continue 01:09:52.610 --> 01:09:53.980 to progress themselves. 01:09:53.980 --> 01:09:55.456 But it's a long answer of saying, 01:09:55.456 --> 01:09:58.120 I can't guarantee anything. 01:09:58.120 --> 01:10:00.367 It's gonna be a lot of, a couple of leaders, 01:10:00.367 --> 01:10:02.570 and an organization. 01:10:02.570 --> 01:10:03.700 Personally if you're asking, 01:10:03.700 --> 01:10:05.600 would Ed Walters like to see one? 01:10:05.600 --> 01:10:08.580 Probably, because we keep getting feedback 01:10:08.580 --> 01:10:10.430 that people, at various times 01:10:10.430 --> 01:10:12.000 that they came into the Army, 01:10:12.000 --> 01:10:14.580 all the way back to Be All You Can Be, 01:10:14.580 --> 01:10:17.400 to Army Strong and the different iterations, 01:10:17.400 --> 01:10:18.560 that's what they remember, 01:10:18.560 --> 01:10:21.470 that's what they like, so possibly. 01:10:21.470 --> 01:10:23.300 - [General Hannah] Well, thanks Ed. This has been great. 01:10:23.300 --> 01:10:25.740 Appreciate you coming. - Okay, thanks. 01:10:25.740 --> 01:10:26.980 - I appreciate all the questions 01:10:26.980 --> 01:10:29.160 and we'll go ahead and take a short break 01:10:29.160 --> 01:10:30.760 in place and then we'll close up. 01:10:30.760 --> 01:10:35.217 - Okay and thanks. (applauding) 01:10:35.217 --> 01:10:38.702 I'm gonna stand over here 01:10:38.702 --> 01:10:40.940 for anybody that would like to talk 01:10:40.940 --> 01:10:42.010 for a couple of minutes 01:10:42.010 --> 01:10:44.890 and the gentleman in the back that wants to talk. 01:10:44.890 --> 01:10:47.590 You can feel free to play some of those ads 01:10:47.590 --> 01:10:50.760 if you want as a transition, but I'm done. 01:10:50.760 --> 01:10:52.920 And thank you so much for inviting me 01:10:52.920 --> 01:10:55.860 General Hannah and for all the super questions. 01:10:55.860 --> 01:10:57.110 - [Army Personnel] This is where I used 01:10:57.110 --> 01:11:00.030 the skills I've learned. 01:11:00.030 --> 01:11:02.133 This is where the moments I love happened.