Post on 24-May-2020
transcript
WORKING DRAFT // FOR OFFICIAL USE ONLY // PRE-DECISIONAL
Advancing America’s Army with the World’s Greatest Soldiers!
“WHAT’S YOUR WARRIOR?”
RECRUITER LAUNCH TOOLKIT
R2For Local Command Use
21 NOV 2019
2
CONTENTS
• BLUF
• Integrated Campaign Overview
• Local Support Overview
• Local Launch Kit Assets
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BLUF
Dr. E. Casey Wardynski, Assistant Secretary of the Army for Manpower and
Reserve Affairs, announced at a 14 OCT panel at AUSA 2019 that the Army is
launching a new marketing campaign in November 2019. A formal multimedia
news release announcing the campaign followed on 15 OCT. The marketing
campaign – “What’s Your Warrior?” – is an evolution of the Army’s most recent
“Warriors Wanted” campaign.
The local component of “What’s Your Warrior?” is designed to provide locally
tailored messaging through informational material and creative assets for use
at the local level.
The assets available in this deck were developed to ensure “What's Your
Warrior?” campaign messaging look, feel and consistency in local usage.
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“WHAT’S YOUR WARRIOR?”
INTEGRATED CAMPAIGN
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CAMPAIGN GOAL & OBJECTIVES
Goal:
Educate prospects and their close circle of influencers about the breadth and
depth of opportunities for today’s youth to achieve their personal and
professional goals through Army service.
Objectives:
• Increase awareness of “What’s Your Warrior?” among key publics via
integrated communications rollout via PR/earned media, earned influencers
and social media.
• Increase interest and knowledge among prospects and their key
influencers about the benefits of Army service through development and
distribution of research-based messages and real Soldier stories.
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CAMPAIGN AUDIENCES
Gen Z Prospects: Gen Z wants what the Army offers. They just don’t know it (yet).
Today’s young men and women want more than just a job. They yearn for a
meaningful sense of purpose, and to apply their unique skills and talents to something
larger than themselves. They admire diverse warriors across culture, and aspire to
impact the world in a way that is authentic.
Parents: Educate and provide insights about the positive benefits of Army service
Internal Army: Inspire to encourage championship of Army recruitment
Media: Educate national, regional and trade media about the campaign to deliver
compelling stories about Army careers
Other Influencers
• Educators: Educate and build awareness to encourage advocacy for Army careers
• Elected Officials: Educate and build awareness to encourage advocacy of
benefits of Army service and its value to communities
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HISPANIC AUDIENCE CONSIDERATIONS
Gen Z make up a quarter of the U.S. population and represent the most
racially and ethnically diverse generation and the first generation to represent
a minority majority. Nearly 1 in 4 of them (24 percent) is Hispanic and while
they also yearn for a sense of purpose and meaningful work, there are
additional nuances with this group.
• Focus on future stability: They are interested in experiences that will help
them leverage their unique skills and talents and ensure future success.
• Elevated importance of personal and familial pride: They want to make
their families and immediate communities proud.
• Important role of the influencer: They put great value and importance on
the perspective of the influencers in their lives which go beyond the
immediate family.
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CAMPAIGN STRATEGY
Insight:
Today’s young men and women want more than just a job. They yearn for a
powerful sense of identity, and to apply that identity to something larger than
themselves.
Idea:
The U.S. Army is an epic team of powerful individuals taking on the world’s
most impossible challenges. We’ll draw on the storylines of today’s most
popular media franchises, using their techniques to give each military role an
aspirational identity – and showcasing how they come together to create the
most formidable force on Earth.
In short, we will reveal the breadth and depth of roles the Army offers and
enlighten prospects to how the Army will transform their skills, their lives, and
put them in a position to transform the world.
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CAMPAIGN CREATIVE IDEA
Cross mountain ranges.
Split cells.
Master the elements.
Speak new languages.
Harness tools the world has not yet seen.
Turn a global challenge into your daily mission.
We are a team of a million
unique and powerful individuals.
Join forces with us, and
you can take on anything.
“What’s Your Warrior?”
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“WHAT’S YOUR WARRIOR?”
• “What’s Your Warrior?” is a fresh approach to prospect and prospect influencer
marketing that directly responds to the changing desires of Gen Z.
• The campaign focuses on the breadth and depth of roles the Army offers and how
these diverse skillsets and talents come together to form the most powerful team
on Earth – one that is uniquely able to solve the world’s most impossible
challenges.
• The campaign, inspired by the immersive and episodic storytelling world that Gen
Z was born into, plans to give each role within the Army an aspirational identity to
more deeply resonate in today’s youth culture. Real Soldier stories will be told to
bring those aspirational identities to life and make them achievable.
• “What’s Your Warrior?” will drive greater resonance and distinction because it
moves the Army beyond the “sea of sameness” that has come to define military
advertising and highlights the wide range of exciting, lesser-known ways that Gen
Z youth can fulfill their desire to both be all they can be and contribute their unique
skills and talents to a cause greater than themselves.
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CAMPAIGN COMPONENTS
• Homepage Update
• Army Career Match Tool &
Promotional Emails
GoArmy.com
• TV & Online Video Ad Spots
• Digital Ads (streaming audio,
display banners & paid search)
• Full Color Print Ads
• Live Read Radio Scripts
Advertising
• Recruiter Launch Kit
(including Q&A, talking points,
press release template, etc.)
• Local Field Marketing E-
Newsletter
• Posters
• Social Media updates
• Email Templates
Local Assets
• Multimedia News Press
Release
• Outreach to Media
(national, regional, local and
trade)
Earned Media
• Static and Video Posts
• Story Videos
• Organic Posts
• Internal Updates for Commands,
Recruiters and ROOs
Social Media Content
“WHAT’S YOUR
WARRIOR?”
The below components are included as part of the integrated national “What’s
Your Warrior?” campaign, including local assets to support commands’ recruiting
efforts and communication around the campaign.
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CREATIVE ECOSYSTEM SNAPSHOT
Additional assets being developed for the National campaign launch
will be made available as Local Creative assets.
Search
Social
OLV TV
Digital
Audio
Local
GoArmy.com
PR
Channel Allocation: Below are various media channels within the campaign ecosystem
driving to GoArmy.com
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NATIONAL CREATIVE DELIVERABLES
Additional assets being developed for the National campaign launch
will be made available as Local Creative assets.
• TV Spots
• Online Video
• Digital Streaming Audio
• Digital Banners
• Paid Social Media
• Paid Search Ads
• GoArmy.com Career Match Tool
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LOCAL CREATIVE ASSETS
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LOCAL CONSIDERATIONS
The Army doesn’t target audiences. The Army recruits individuals. So it is
imperative that the campaign resonates at the individual and, therefore, local
level.
• Campaigns live and die at the local level – if we don’t arm the teams with the
assets they need, the ability for the campaign to resonate only diminishes.
• Consumers resonate with messages that reflect something personal about
them (e.g., location, career interests).
• Localizing allows recruiters the freedom to leverage the campaign for their
individual efforts – customization for target demographic and MOS is critical
at the BDE, BN and local Station levels.
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LOCAL CREATIVE DELIVERABLES
The following creative imagery and assets will be made available in support of the campaign:
Available on 31 OCT 2019
• Via EMM
• Full Color Print Ad: Six (6) full color print ads in three (3) sizes
• Posters: Six (6) posters, sized as 24x36
• Live Read Radio Ads: Four (4) live read radio scripts in two (3) sizes, :60 & :30 (2 English, 2 Spanish)
• Via the Recruiter Toolkit
• One (1) Q&A document
• One (1) Talking Points document
• One (1) Sell Sheet document
• One (1) Press Release
• Twelve (12) Social Media updates throughout the campaign for the Commands (USAREC & USACC),
recruiters and ROOs (accompanying creative assets will be available in EMM prior to 11 NOV)
Available on 7 NOV 2019 via EMM
• Online Video: Two (2) :25s/:5s online videos (1 English, 1 Spanish)
• Digital Banner Static Frame: Twelve (12) static frame graphics, versioned into six (6) sizes (6 English, 6
Spanish)
• Facebook Cover Photo: One (1) Facebook cover photo
• LinkedIn Cover Photo: One (1) LinkedIn cover photo
Available prior to 11 NOV 2019 launch via armynewsletter.info
• E-Newsletter: One (1) Special Edition e-newsletter post
Available on 13 DEC 2019 via EMM: Three (3) email templates
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LOCAL CREATIVE DELIVERABLES
Resources: access to creative deliverables (EMM cheat sheet)
CATALOG ID AND ASSET ID
Search for “What’s Your
Warrior”
LOCALIZATION CHANGES
Click on Catalog
Images and get all
sizes. Choose
size to begin
localization and/or
save to desktop.
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LOCAL CREATIVE DELIVERABLES
JOIN FORCES - LOCAL - ENGLISH - :25JOIN FORCES - LOCAL - SPANISH - :25
Online Video: Two (2) :25s/:5s online videos (1 English, 1 Spanish)
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LOCAL CREATIVE DELIVERABLES
300X600
728X90
300X50
300X250
300X60
320X50
Digital Banner Static Frame: Twelve (12) static frame graphics, versioned into six (6)
sizes (6 English, 6 Spanish)
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LOCAL CREATIVE DELIVERABLES
300X600
728X90
300X250
300X50
300X60
320X50
Digital Banner Static Frame: Twelve (12) static frame graphics, versioned into six (6)
sizes (6 English, 6 Spanish)
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LOCAL CREATIVE DELIVERABLES
Facebook Cover Photo: One (1) Facebook cover photo
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LOCAL CREATIVE DELIVERABLES
LinkedIn Cover Photo: One (1) LinkedIn cover photo
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LOCAL CREATIVE DELIVERABLES
ENGLISH SELECT — :50/10
VO:
If you’re looking to make an impact, there’s no better place to do that than the U.S. Army.
Whether your goal is to be at the forefront of fighting and curing deadly diseases. Developing and
using tools and technologies the world doesn’t even know exist. Or defending your country, fighting
disasters, and seeking adventure across the globe. The Army is where all of that can happen. And
so much more.
The U.S. Army is a team of a million unique and powerful individuals working together to take on
the most complex problems in the nation and the world, and to win. Nowhere else on earth provides
you the training, experience, and purpose you can find with the Army. Because no other team has
so many people around the globe with the goal of making the world safer, the country stronger, and
the future of their communities better.
If you’re looking to secure a future for you and your family, ask yourself: “What’s your Warrior?” and
go to GOARMY.com to find out.
:10 local tag
Live Read Radio Ads: Four (4) live read radio scripts in two (2) sizes, :60 & :30 (2
English, 2 Spanish)
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LOCAL CREATIVE DELIVERABLES
ENGLISH SELECT — :20/10
VO:
If you’re looking to make an impact, there’s no better place to do that than the U.S. Army.
Whether your goal is to fight and cure deadly diseases, develop technologies, or seek adventure across the globe, the
Army is where all of that can happen. And so much more.
The Army is a team of a million individuals working together to take on the most complex problems in the nation and
the world, and to win. Ask yourself: “What’s your Warrior?” and go to GOARMY.com to find out.
:10 local tag
ENGLISH SELECT — :10/05
VO:
What’s your Warrior? Become it in the Army. Whether you want to cure diseases or develop technology the world
doesn’t know exists, the Army is where all of that can happen. Find out more at GOARMY.com.
:5 local tag
Live Read Radio Ads: Four (4) live read radio scripts in two (2) sizes, :60 & :30 (2
English, 2 Spanish)
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LOCAL CREATIVE DELIVERABLES
SPANISH SELECT — :50/10
De veterinarios a ingenieros. De músicos a médicos. De pilotos a programadores. Lo que quieras lo encuentras en el
U.S. Army.
From veterinarians to engineers. From musicians to medics. From pilots to programmers. Whatever you want, you can
find in the U.S. Army.
El Army capacita y emplea en más de 150 disciplinas. Hay algo para cada tipo de persona; es donde los más “techie”
aprenden a defender redes. Donde los “protectores” curan pacientes y cuidan comunidades. Hay oportunidades para las
mentes matemáticas y las manos mecánicas. Para ingenieros que quieren construir y demoler. Hay trabajos de oficina,
laboratorio, taller y en el área de operaciones. Hay misiones globales que cambian el mundo.
The Army trains and employs in over 150 disciplines. There’s something for each type of person: it’s the place for
“techies” to learn how to defend networks. And for “protectors” to cure patients and care for communities. There are
opportunities for mathematical minds and mechanical hands. For engineers who want to build and demolish. There are
jobs in offices, labs, shops and on the area of operations. There are global missions that change the world.
El U.S. Army ofrece la educación y experiencia que lanza carreras y transforma futuros. El que se une a las fuerzas del
Army, lo puede todo. Conoce más en GOARMY.com/español
The U.S .Army offers the education and experience that launch careers and transform futures. Those who join the U.S.
Army's forces, can take on anything. Learn more at GOARMY.com/espanol
:10 local tag
Live Read Radio Ads: Four (4) live read radio scripts in two (2) sizes, :60 & :30 (2
English, 2 Spanish)
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LOCAL CREATIVE DELIVERABLES
SPANISH SELECT — :20/10
El U.S. Army capacita y emplea en más de 150 disciplinas. Hay trabajos de oficina, laboratorio, taller y en el área de
operaciones. Hay misiones globales que cambian el mundo. El U.S. Army ofrece la educación y experiencia que lanza
carreras y transforma futuros. Conoce más en GOARMY.com/español
The Army trains and employs over 150 disciplines. There are jobs in offices, labs, shops and on the area of
operations. There are global missions that change the world. The U.S. Army offers the education and experience that
launch careers and transform futures. Learn more at GOARMY.com/espanol
:10 local tag
SPANISH SELECT — :10/05
Capacitando y empleando en más de 200 disciplinas, el U.S. Army ofrece la educación y experiencia que lanza
carreras y transforma futuros. Conoce más en GOARMY.com/español
Training and employing in over 200 disciplines, the U.S. Army offers the education and experience that launch careers
and transform futures. Learn more at GOARMY.com/espanol
:5 local tag
Live Read Radio Ads: Four (4) live read radio scripts in two (2) sizes, :60 & :30 (2
English, 2 Spanish)
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LOCAL CREATIVE DELIVERABLES
POSTERS (24” x 36”)
AVIATOR
SIGNAL
CYBER
SNIPER
MICROBIOLOGIST
FAMILY SHOT
Posters: Six (6) posters, sized as 24x36
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LOCAL CREATIVE DELIVERABLES
PRINT ADS
8.5x4.75_Battlefield
8.5x4.75_Adventure
8.5x4.75_Stripes
8.5x4.75_Online
8.5x4.75_Skills
8.5x4.75_Tomorrow
7.7x10_Battlefield
7.7x10_Adventure
7.7x10_Stripes
7.7x10_Online
7.7x10_Skills
7.7x10_Tomorrow
4.25x7_Battlefield
4.25x7_Adventure
4.25x7_Stripes
4.25x7_Online
4.25x7_Skills
4.25x7_Tomorrow
Full Color Print Ad: Six (6) full color print ads in three (3) sizes
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LOCAL CREATIVE DELIVERABLES
PRINT ADS
8.5x4.75_Battlefield
8.5x4.75_Adventure
8.5x4.75_Stripes
8.5x4.75_Online
8.5x4.75_Skills
8.5x4.75_Tomorrow
7.7x10_Battlefield
7.7x10_Adventure
7.7x10_Stripes
7.7x10_Online
7.7x10_Skills
7.7x10_Tomorrow
4.25x7_Battlefield
4.25x7_Adventure
4.25x7_Stripes
4.25x7_Online
4.25x7_Skills
4.25x7_Tomorrow
Full Color Print Ad: Six (6) full color print ads in three (3) sizes
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LOCAL CREATIVE DELIVERABLES
Social Media Updates: Twelve (12) Social Media updates for Commands (USAREC &
USACC), recruiters and ROOs
Facebook Copy:
From across the country, to right
here in [city], one million warriors
are working together to tackle
the world’s complex challenges.
If you’re ready to join our team,
head to GoArmy.com
Facebook Copy:
Different skills, same goal. What
will you bring to the team? Find
out at GoArmy.com.
Facebook Copy:
Our team has no second string.
Just one million warriors leading
us to victory with their minds,
hearts, skills and dedication to
the mission. What's Your
Warrior? GoArmy.com
Facebook Copy:
We fight on land and online. In
the air and in the lab. And we’re
stronger together. What's Your
Warrior? GoArmy.com
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LOCAL CREATIVE DELIVERABLES
Social Media Updates: Twelve (12) Social Media updates for Commands (USAREC &
USACC), recruiters and ROOs
Twitter Copy:
From [city] to the biggest stage.
If you want to be a force for
innovation, we’re the team for
you. #WhatsYourWarrior
GoArmy.com
Twitter Copy:
Everyone has an origin story.
Here's where yours begins.
#WhatsYourWarrior
GoArmy.com
Twitter Copy:
Together, we're unstoppable.
Join us, and take
on anything.
#WhatsYourWarrior?
GoArmy.com
Twitter Copy:
It's a big world. Make a big
impact. Join our team
and take on anything.
#WhatsYourWarrior
GoArmy.com
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LOCAL CREATIVE DELIVERABLES
Social Media Updates: Twelve (12) Social Media updates for Commands (USAREC &
USACC), recruiters and ROOs
Instagram Copy:
When we say "take on anything"
we mean it. #WhatsYourWarrior
GoArmy.com
Instagram Copy:
There are many ways to define
a warrior. Find yours at
GoArmy.com
#WhatsYourWarrior
End Frame Post Copy:
#WhatsYourWarrior? Swipe up
to find out.
[Swipe to GoArmy.com]
End Frame Post Copy:
#WhatsYourWarrior? Swipe up
to find out.
[Swipe to GoArmy.com]
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Q&A DOCUMENT
CAMPAIGN FAQ
FOUNDATIONAL
Q: What inspired this campaign?
A: Our research tells us that today’s young men and women want more than just a job. They
yearn for a powerful sense of identity, and to apply that identity to something larger than
themselves. “What’s Your Warrior?” appeals to the desires of the next generation of prospects
by showing them how diverse skillsets and distinct attributes like theirs come together to form
the most powerful team on Earth – one uniquely qualified to solve the world’s most impossible
challenges. Inspired by the immersive, epic storytelling properties that have influenced Gen Z’s
view of the world, “What’s Your Warrior?” distinguishes the Army by accentuating a key truth:
teams are exponentially stronger when diverse talents join forces.
Q: How can I figure out my “warrior”?
A: Starting November 2019, prospects can find their inner warrior using the Army Career Match
tool at www.GoArmy.com. By answering questions related to their personal interests, the tool
will match prospects with one of 150 unique roles within the Army.
Q: Is “What’s Your Warrior?” still relevant if I’m not planning on enlisting in the Army?
A: Absolutely. “What’s Your Warrior?” speaks to the ability in all of us to contribute our unique
skills and talents to better serve society and our country. Most importantly, it celebrates the
diverse skills and talents that Army Soldiers bring each day to solving the world’s biggest
challenges – ones that impact every one of us.
Q: Why is this launching around Veterans Day? What’s the connection to recruiting?
A: At its core, “What’s Your Warrior?” celebrates the diverse skills and talents that Army
Soldiers bring each day to solving the world’s biggest challenges – ones that impact every one
of us. It’s only appropriate that we launch the campaign on the same holiday that we honor
those who have served before them.
Q: How does this differ from Warriors Wanted?
A: “What’s Your Warrior?” is an evolution of the Army’s most recent marketing campaign,
Warriors Wanted, and is designed to more directly appeal to youth audiences by emphasizing
the vast array of talents desired by today’s Army.
Q: How and why were the five MOS’s chosen?
A: To showcase the breadth and depth of opportunities with the U.S. Army, the “What’s Your
Warrior?” campaign brings diverse Army experiences to life by profiling five real Soldiers who
serve in specific jobs, known within the Army as military occupation specialties (MOSs).
Featured interest areas include: Signal, Air & Space, Cyber, Science & Medicine and Ground
Combat. Additional Soldier stories representing different careers and areas of interest will be
added to the campaign in the months to come.
Q: What are some of the ideas that were floated, but were not used?
A: As with any creative process there were a number of concepts thrown in the ring, but “What’s
Your Warrior?” was the clear leader. Our research tells us that today’s young men and women
want more than just a job. They yearn for a powerful sense of identity, and to apply that identity
to something larger than themselves. As an evolution of the Warriors Wanted campaign,
“What’s Your Warrior?” appeals to the desires of the next generation of prospects by showing
them how diverse skillsets and distinct attributes like theirs come together to form the most
powerful team on Earth – one uniquely qualified to solve the world’s most impossible
challenges.
The campaign is already performing well in early testing as compared to the most recent
marketing campaign:
o 21% more effective in terms of overall attractiveness
o 13% more attention grabbing
o 14% more likely to inspire action (e.g., visit website, etc.)
Q: You don’t join any branch of military by yourself. How will these ads help parents and
family members cope with their loved one joining the service?
A: The biggest takeaway from this campaign for parents and family members is that there is not
a singular Army experience. The Army offers a number of tangible and intangible benefits to
enlisted Soldiers that create a rich experience, tailored to their unique interests and skills. The
Army provides access to more than 150 jobs (including medicine, law and biochemistry), hands-
on training, education and lifelong friendships.
Q: What career paths does the Army offer that might surprise Generation Z?
A: Many would be surprised to know that the Army offers more than 150 jobs to choose from,
spanning a wide range of interest areas from biochemistry to law to medicine to the culinary arts
and beyond. Through these rewarding careers, Soldiers have access to diverse experiences
that feed passions, grow technical skills and build leadership abilities that help us maintain the
most powerful team on earth.
Q: What else should we know about this campaign?
A: If a specific detail has not been addressed through the discussion, address that key message
as appropriate. Otherwise, provide a short summary of why this campaign matters and how it
will impact Gen Z.
There’s never been a marketing campaign like “What’s Your Warrior?” Building on the
immersive, epic storytelling properties that influence Gen Z’s view of the world, “What’s Your
Warrior?” speaks to today’s youth on their terms, in their language and surprises them with a
new, never-before-seen view of Army service that shows how their diverse skillsets and
interests are needed to form the most powerful team on Earth: the U.S. Army.
Q: What can you tell us about the advertisements? What do they look like?
A: “What’s Your Warrior?” is different from any military campaign you’ve ever seen. With the
expertise of a globally recognized film director, the campaign uses innovative production
techniques to give Army recruitment marketing a fresh look and feel to resonate with Gen Z.
Q. Is “What’s Your Warrior?” the new Army tagline?
A: The “What’s Your Warrior?” campaign is not the new tagline for the U.S. Army. It is the name
of the Army’s newest marketing campaign.
Q: Where can I learn more?
A: For more information on “What’s Your Warrior?” and opportunities with the Army, visit
www.GoArmy.com.
TECHNICAL DETAILS
Q: What is the duration of this campaign? / How many commercials are included?
A: The “What’s Your Warrior?” campaign will launch in November 2019 and is tentatively
expected to end in November 2020.
Q: How much is the Army spending on this campaign?
A: The Army’s annual advertising budget is public information. Our goal with this – and every –
campaign is to fully support the short-term recruiting mission and build the Future Soldier
Training pool while continuing our long-term mission of building positive brand equity.
Q: Where will I see the campaign?
A: “What’s You Warrior” will leverage a mix of traditional and digital advertising to reach Gen Z
recruits and their influencers across their preferred platforms. This will include national
broadcast, out-of-home advertisement, print, websites, social media and more.
Q: What other marketing elements are being employed?
A. Non-traditional marketing elements include the new Army Career Match tool to help potential
recruits align their personal interests with one of 150 unique roles within the Army. Army Career
Match tool users will have the ability to download an “MOS card” into Apple Wallet and Google
Pay with information on the MOSs that they are connected to via the Army Career Match tool.
Q: What key insights led to this campaign name and strategy?
A: Our research tells us that today’s young men and women want more than just a job. They
yearn for a powerful sense of identity, and to apply that identity to something larger than
themselves. “What’s Your Warrior?” appeals to the desires of the next generation of prospects
by showing them how diverse skillsets and distinct attributes like theirs come together to form
the most powerful team on Earth – one uniquely qualified to solve the world’s most impossible
challenges. Inspired by the immersive, epic storytelling properties that have influenced Gen Z’s
view of the world, “What’s Your Warrior?” distinguishes the Army by accentuating a key truth:
teams are exponentially stronger when diverse talents join forces.
Q: Where were the commercials shot?
A: All ads were shot at a soundstage in Atlanta, Georgia.
Q: How did the campaign test? / What’s been the initial feedback?
A: Research shows that “What’s Your Warrior?” campaign creative and messaging show
increased resonance among prospects as compared to the most recent marketing campaign.
Specifically, data shows that “What’s Your Warrior?” saw a double-digit lift from the previous
campaign in effectiveness, attention-grabbing nature and likelihood to inspire action.
Q: Are these paid actors featured in advertisements or actual Army Soldiers?
A: This campaign features real, Army Soldiers, representing various backgrounds, occupations
and geographic areas.
Q: Is the Army working on any other campaigns?
A: Along with “What’s Your Warrior?” campaign the Army also has the Part-time Serve, Full-time
Success and Hometown campaign in market.
RECRUITING
Q: What challenges does the Army face recruiting today’s youth? Is it really just a strong
economy or is a general disillusionment with military service really to blame?
A: At any given time, there are a number of internal and external factors that can influence
recruiting efforts. Today there are a few specific challenges we are working to overcome to
advance recruiting long-term.
1) Low awareness and relevance among today’s youth – We often say the Army doesn’t
have a reverence issue, we have a relevance issue and the numbers speak for
themselves: Research shows that 50% of youth admit they know little or nothing about
military service and fewer youth report having a connection (close or distant) to a military
service member. This general lack of awareness can also lead to misperceptions of
military service.
2) Decreasing pool of qualified candidates – Today less than one out of every four youth
are eligible for military service due to failure to meet health, educational and fitness-
related requirements, meaning there is a smaller pool of candidates to recruit from.
3) Historically low unemployment – The country is enjoying a strong economy, marked by
historically low unemployment. This means that today’s youth are presented with an
unprecedented number of choices after high school, increasing demand for their
attention and consideration.
The “What’s Your Warrior?” campaign is just one of the many ways the Army is countering
environmental challenges to encourage today’s youth, who have begun to tune us out, to tune
back in to Army service. Building on the immersive, epic storytelling properties that influence
their view of the world, “What’s Your Warrior?” speaks to today’s youth on their terms, in their
language and surprises them with a new, never-before-seen view of Army service that shows
how their diverse skillsets and interests are needed to form the most powerful team on Earth:
the U.S. Army.
Q: Is something as simple as “What’s Your Warrior” or a new music strategy enough to
change Gen Z’s perceptions and increase recruitment numbers?
A: When it comes to recruiting Gen Z, the Army is facing a challenge of relevance, not
reverence. Research shows that 50% of youth admit they know little or nothing about military
service and fewer youth report having a connection (close or distant) to a military service
member. This general lack of awareness can lead to misperceptions of military service and a
growing disconnect between the Army and American youth. It’s our job to change this narrative.
Building on the immersive, epic storytelling properties that influence their view of the world,
“What’s Your Warrior?” aims to regain the attention of American youth by speaking to them on
their terms, in their language and surprising them with a new, more relevant, never-before-seen
view of Army service that shows how their diverse skillsets and interests are needed to form the
most powerful team on Earth: the U.S. Army.
Q: Are there specific roles the Army is recruiting for with this campaign? Perhaps some
that are difficult to fill?
A: In support of the Army’s recruitment objective, “What’s Your Warrior?” aims to engage
qualified young men and women across all the Army’s 150 unique career paths and eight broad
specialty areas (Signal, Air & Space, Cyber, Science & Medicine, Engineering, Support &
Logistics, Intelligence and Ground Combat).
Q: Why has it been so difficult to meet the recruiting mission?
A: There is an awareness issue among our youth with 50% of them admitting they know little or
nothing about military service. Another 71% of youth do not qualify for military service due to
health problems, obesity, drugs, or misconduct. The decreasing pool of qualified and propensed
youth is a national security issue, so it is important to everyone that we engage in activities to
bridge the gap and allow the American people to better know their Army and the wealth of
diverse opportunities in provides.
Q: What are the Army’s Fiscal Year 20 recruiting goals?
A: To ensure a constant state of readiness, the U.S. Army is committed to building a high-quality
force comprised of the right people with the right talents. To uphold this commitment and
maintain the world’s most powerful team our FY20 recruiting goals are:
• 69,000 Army recruits
• 15,850 Army Reserve recruits
• 45,430 National Guard recruits
Q: Are Army recruiters admitting historically unqualified candidates to meet recruiting
targets?
A: The U.S. Army follows the U.S. Department of Defense accession policy. Army recruiters are
accountable for upholding these standards to ensure prospects meet physical and mental
requirements.
Q: Are you confident that the Army will reach previously missed recruitment targets?
Why?
A: Yes. We introduced several new initiatives to reach somewhat untapped populations of 18- to
24-year-olds, including virtual recruiting stations, new outreach teams (the Army Esports Team
and the Warrior Fitness Team), and extended outreach in 22 metropolitan areas. “What’s Your
Warrior?” is the most recent example. Our successful achievement of Fiscal Year 19 recruiting
goals is evidence that our new strategy is effective.
Q: Are the jobs featured in this campaign all of the U.S. Army jobs to choose from? How
many U.S. Army careers are there?
A: The U.S. Army has training and jobs in more than 150 career fields, ranging from medicine
and law to electronics, mathematics and many more. U.S. Army Soldiers also receive
competitive pay and benefits packages that equal or surpass those found in many entry-level
civilian jobs.
Q: What’s the long-term opportunity for me?
A: The U.S. Army offers infinite opportunities. Opportunities for Soldiers in the U.S. Army are
based on merit.
Q: Am I able to choose my career within the U.S. Army?
A: Absolutely. The Army offers more than 150 jobs to choose from, spanning a wide range of
interest areas. With opportunities ranging from biochemistry to law to medicine to the culinary
arts and beyond, soldiers have access to diverse experiences that feed passions, grow
technical skills and build leadership abilities.
Q: What are the basic requirements to become an enlisted Soldier in the U.S. Army?
A: To become an enlisted Soldier in the U.S. Army, you must be:
• A U.S. citizen or permanent resident
• 17-34 years old
• Achieve a minimum score on the ASVAB test
• Meet medical, moral and physical requirements
• A high school graduate or equivalent
Q: What if I want to attend college while on Active Duty? Is that possible?
A: Yes, it is possible. With the ability to earn up to full tuition through scholarships and dozens of
financial aid programs, the U.S. Army offers a variety of avenues for Active Duty Soldiers to
obtain their higher education degrees. Additionally, online classes and physical colleges close to
military bases offer multiple avenues for Soldiers to attend class and achieve their goals.
Q: What is the difference between Enlisted and Officer Soldiers?
A: Enlisted Soldiers are the backbone of the Army. They have specific specialties within an
Army unit. Officers act as managers to those Soldiers. They plan missions, give orders and
assign Soldiers to tasks. Officers are tasked with making important decisions in stressful
situations, and they are entrusted with the safety of the men and women under their command.
Q: Where can I find more information on joining the U.S. Army?
A: For more information on the qualifications for and benefits of joining the U.S. Army, visit
www.GoArmy.com.
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TALKING POINTS
CAMPAIGN TALKING POINTS
PROACTIVE TALKING POINTS – CORE MESSAGING
• In November, the U.S. Army is launching a new marketing campaign – “What’s Your
Warrior?” – that showcases the breadth and depth of opportunities for today’s youth to
achieve their goals in America’s largest military branch.
• “What’s Your Warrior?” highlights the diverse skillsets and distinct attributes required to
form the most powerful team on Earth – one uniquely qualified to solve the world’s most
impossible challenges.
• “What’s Your Warrior?” is designed to appeal to youth audiences by emphasizing the
vast array of capabilities and interests desired and required by today’s Army.
• “What’s Your Warrior?” communicates that there are many ways to be a warrior and,
through Army service, Soldiers can both contribute to something greater than
themselves while improving who they will become.
• Inspired by the immersive, epic storytelling properties that have influenced Gen Z’s view
of the world, “What’s Your Warrior?” distinguishes the Army by accentuating a key truth:
teams are exponentially stronger when diverse talents join forces.
• “What’s Your Warrior?” ties each role within the Army to an aspirational identity to
authentically connect with today’s youth.
• Stories of real Soldiers, representing 150 unique careers and eight broad specialty
areas, come to life across broadcast, digital and print channels in an integrated, hyper-
targeted campaign.
• “What’s Your Warrior?” ensures the Army is reaching potential future Soldiers and their
influencers with relevant, inspiring and highly engaging content.
• “What’s Your Warrior?”, which launches in November 2019, will continue to unfold over
time through the depiction of new, compelling Soldier stories.
• “What’s Your Warrior?” inspires a new generation of youth to discover their inner
warriors and serve as part of America’s greatest team: the U.S. Army.
PROACTIVE TALKING POINTS – EXPANDED MESSAGING
ABOUT THE CAMPAIGN
• In November, the U.S. Army is launching a new marketing campaign – “What’s Your
Warrior?” – that showcases the breadth and depth of opportunities for today’s youth to
achieve their goals in America’s largest military branch.
o The campaign highlights the diverse skillsets and distinct attributes required to
form the most powerful team on Earth – one uniquely qualified to solve the world’s
most impossible challenges.
o “What’s Your Warrior?” is designed to appeal to youth audiences by emphasizing
the vast array of capabilities and interests desired and required by today’s Army.
• What’s Your Warrior?” ensures the Army is reaching potential future Soldiers and their
influencers with relevant, inspiring and highly engaging content.
o When it comes to recruiting Gen Z, the Army is facing a challenge of relevance,
not reverence. Research shows that 50% of youth admit they know little or nothing
about military service and fewer youth report having a connection (close or
distant) to a military service member. This general lack of awareness can lead to
misperceptions of military service and a growing disconnect between the Army
and American youth.
o Building on the immersive, epic storytelling properties that influence their view of
the world, “What’s Your Warrior?” seeks to bridge this gap by speaking to today’s
youth on their terms, in their language and surprising them with a new, never-
before-seen view of Army service that shows how their diverse skillsets and
interests are needed to form the most powerful team on Earth: the U.S. Army.
• “What’s Your Warrior?” communicates that there are many ways to be a warrior and,
through Army service, Soldiers can both contribute to something greater than
themselves while improving who they will become.
o Research tells us that today’s young men and women want more than just a job.
They yearn for a powerful sense of identity, and to apply that identity to something
larger than themselves.
• The campaign, which launches in November 2019, will unfold over time through the
depiction of new, compelling Soldier stories and inspire a new generation of youth to
discover their inner warriors and serve as part of America’s greatest team: the U.S.
Army.
o Leveraging a mix of traditional and digital advertising, grassroots outreach and
public relations engagement, the campaign will reach Gen Z recruits and their
influencers across their preferred platforms.
• For more information on “What’s Your Warrior?” and opportunities with the Army, visit
www.GoArmy.com.
ARMY BENEFITS
• The Army offers tangible and intangible benefits to enlisted Soldiers that create a rich
experience with lasting impact:
o Unlimited Paths: The Army offers more than 150 jobs to choose from, spanning a
wide range of interest areas. With opportunities ranging from biochemistry to law
to medicine to the culinary arts and beyond, Soldiers have access to diverse
experiences that feed passions, grow technical skills and build leadership abilities.
▪ All roles in the Army require specialized training and skills and can easily
translate to long-term careers in both the military and civilian world.
▪ In fact, veterans are highly sought after in the corporate world and
graduate schools.
o Education/Skills: Through access to hands-on training and education, Soldiers
can gain the confidence, skills and freedom to chart their own path and create
entrepreneurial business opportunities.
▪ Eliminate Student Debt: Soldiers can pay for college through the GI Bill or
pass that benefit on to a family member.
▪ Trade School Alternative: Soldiers can get a certification in almost any
career path that can later be used in the military or civilian career.
o Community: Army service comes with a built-in support system that is impossible
to replicate in other environments. Soldiers enjoy lifelong friendships and bonds
that have a lasting impact on their lives.
o Adventure: In the Army, new experiences and opportunities to grow personally
and professionally never stop.
▪ The Army is engaged in operations worldwide, providing Soldiers with
unique opportunities to expand their view of the world and their place in it.
At any given time, the Army has Soldiers stationed anywhere from Italy to
Japan to one of more than 50 bases in the U.S.
ARMY CAREERS
• “What’s Your Warrior?” ties each role within the Army to an aspirational identity to
authentically connect with today’s youth.
• Stories of real Soldiers, representing 150 unique careers and eight broad specialty
areas, come to life across broadcast, digital and print channels in an integrated, hyper-
targeted campaign. “What’s Your Warrior?” ensures the Army is reaching potential future
Soldiers with relevant, inspiring and highly engaging content.
o Interest areas include:
▪ Air & Space: The skilled aviators securing the skies above every
mission, even those that reach into outer space.
▪ Cyber: The emerging lines of offense and defense in every
interconnected system and technology around the world.
▪ Engineering: The powerful force responsible for helping the Army plan,
build, and mobilize against the complex, technical challenges faced by
our communities and Soldiers in combat.
▪ Ground Combat: The recognizable, kinetic forces of the U.S. Army that
defend and protect our country with artillery, armor, infantry, missiles and
air defenses.
▪ Intelligence: The all-seeing, all-hearing mind of the troops, helping to
evaluate, inform and imagine every step of every mission.
▪ Science & Medicine: The cutting-edge scientists and healthcare
practitioners responsible for saving the life and limb of our troops.
▪ Signal: The vast array of capabilities confronting modern and evolving
threats related to signal, crypto, communications and electronic warfare.
▪ Support & Logistics: The backbone of a million-Soldier Army, helping
mobilize, support and protect every member of the team.
o “What’s Your Warrior?” brings diverse Army experiences to life by profiling five
real Soldiers who serve in specific jobs, known within the Army as military
occupation specialties (MOSs).
o Featured Soldiers include:
▪ Captain Erika Alvarado: CPT Alvarado is the Mission Element Lead for
an Army Reserve Cyber Protection Team – part of the Army’s emerging
lines of offense and defense. Keeping a keen ear to emerging
technologies and global events, CPT Alvarado is part of the elite force
helping the Army keep pace with rapidly changing technologies to protect
our country.
• Hometown: Alexandria, Va.
• Station (as of September 2019): Joint Base McGuire-Dix-
Lakehurst, N.J.
▪ Major Derese Getnet: As the Chief of Wound Infections Department at
Walter Reed Army Institute of Research's Bacterial Diseases Branch,
MAJ Getnet engages in cutting-edge medical research to save the life
and limb of our troops. In his unique position as a Soldier and scientist, he
has supported surveillance mission’s abroad and coordinated responses
to some of history’s biggest health threats.
• Hometown: Upper Darby, Pa.
• Station (as of September 2019): Walter Reed Army Institute of
Research, Silver Spring, Md.
▪ Second Lieutenant Hatem Smadi: As a Flight Student/AV Officer, 2LT
Smadi is part of one of the Army’s most versatile branches. Flying
helicopters by trade, he provides the necessary support to Infantry,
Engineers, and other branches to secure our skies. He is a graduate of
West Point and commissioned as a 2LT in 2019.
• Hometown: Peoria, Ariz.
• Station (as of September 2019): Fort Rucker, Ala.
▪ Sergeant Jennifer Smith: As a Signal Support Systems Specialist, SGT
Smith works with an array of capabilities confronting modern and evolving
threats related to signal, crypto, communications and electronic warfare.
Cross-trained on every piece of equipment, she is a vital member of the
signal team’s backbone.
• Hometown: Cromwell, Conn.
• Station (as of September 2019): New London, Conn.
▪ Staff Sergeant Devin McClain: As a Combatives Master Trainer, SSG
McClain is part of the Army’s kinetic force that defends and protects our
country. Vigilant and sharply focused, he provides Soldiers with the vital
tools to defend themselves in combat.
• Hometown: Bellefonte, Pa.
• Station (as of September 2019): Fort Benning, Ga.
PRODUCTION
• With the expertise of a globally recognized film director, the campaign uses innovative
production techniques to give Army recruitment marketing a fresh look and feel to
resonate with Gen Z.
CAMPAIGN EXTENSIONS
• To authentically engage Gen Z on their preferred platforms, the campaign features
unconventional advertising strategies including:
o MOS Finder: To help potential recruits find their inner warriors, in November, the
Army will launch a new online Army Career Match tool that helps youth align their
personal interests with one of 150 unique roles within the Army. Users will have
the ability to download an “MOS card” into Apple Wallet and Google Pay with
information on the MOSs that they are connected to via the Army Career Match
tool. Learn more at www.GoArmy.com.
35
SELL SHEET
SELL SHEET
The following suggested tactics can be executed by local commands to promote the national
“What’s Your Warrior?” campaign to prospects and influencers.
• Customize and share the local press release with local media to announce the “What’s Your
Warrior?” campaign. Use any resulting media opportunities to leverage the campaign talking
points and discuss the range of benefits and opportunities that Army provides young men
and women.
• Use “What’s Your Warrior?” talking points in support of relevant speaking opportunities
(internal and external) and in outreach to your local community.
• Nominate individual Soldiers whose stories should be considered for future campaign
promotional efforts based on their achievements in their MOS/career area. All nominations
should be shared with MAJ Ruth Castro, Public Affairs Officer, Army Marketing. Please
complete this questionnaire and include it with your submission.
In addition to the actions suggested above, the following suggested tactics can be executed by
local commands beginning 11 NOV 2019 (following the campaign launch) to further promote
“What’s Your Warrior?” to prospects and influencers.
• Use local creative, including online video, full color print ads, posters, static frames, email
templates, live read radio scripts and Facebook cover photo.
• Promote the Army Career Match tool available on GoArmy.com while attending local
community outreach events, in presentations or in media interviews.
• Promote the GoArmy.com site during local community outreach efforts and direct potential
recruits to explore the page.
• Share, retweet or repost social #WhatsYourWarrior content from GoArmy platforms on local
command social channels, and encourage your staff to do the same:
o GoArmy Facebook
o @GoArmy Twitter
o @GoArmy Instagram
o @GoArmy Snapchat
• Pitch local media to share the “What’s Your Warrior?” campaign. Use this as an opportunity
to leverage the campaign talking points and discuss the range of benefits and opportunities
that Army provides young men and women.
SOLDIER STORY NOMINATION
Thank you for nominating a Soldier’s story for future “What’s Your Warrior?” campaign
promotional efforts. Please complete the following questionnaire with the input of the Soldier
you are nominating and submit your responses to MAJ Ruth Castro, Public Affairs Officer, Army
Marketing.
Soldier Name:
Soldier Hometown:
Duty Location:
Rank:
Job Title:
1. Before deciding to join, what was your viewpoint of the Army?
a. Is there something you thought you knew before you joined, but now you know
wasn’t accurate?
2. What was the biggest selling point of joining the Army to you?
3. What motivated you to join the Army? What did you hope to gain from your experience?
4. If you could say one thing that would encourage the next generation to consider joining
the Army, what would it be?
5. What about the Army do you wish you knew sooner?
6. Do you have any interesting stories or most rewarding tasks that describe your best
Army moments, both non-combat and combat? Why do these stand out?
7. What kind of training does the Army offer? Are these skills that you can and plan to use
in a future career?
a. Besides these specialized skills, how do you feel the Army has set you up for a
successful future?
8. How is the Army helping you reach your dream job? Are you doing it currently?
9. What Army benefits were most important to you when you decided to join?
10. What do you think are the most popular Army benefits? Adventure?
11. What is a widely misunderstood thing about the Army that you want to set straight?
12. How did family/friends react when you joined?
36
PRESS RELEASE
FOR IMMEDIATE RELEASE
Contact: ADD LOCAL CONTACT
Phone: ADD CONTACT PHONE NUMBER
E-mail: ADD CONTACT EMAIL
U.S. Army Announces New Ad Campaign to Introduce Breadth and
Depth of Army Careers to New Generation
“What’s Your Warrior?” Recognizes the Collective Power of Diverse Talents to Conquer
the World’s Toughest Challenges
ADD LOCAL CITY – The U.S. Army recently introduced a new marketing campaign “What’s
Your Warrior?” showcasing the breadth and depth of opportunities for today’s youth to achieve
their goals in America’s largest military branch. The announcement was first made at the
Association of the United States Army (AUSA) Annual Meeting & Exposition in Washington,
D.C.
With a planned launch for November 2019, “What’s Your Warrior?” is designed to address a
decreasing pool of qualified applicants with a fresh approach to educating a new generation of
prospects – Generation Z – about the diverse opportunities available to them through Army
service.
“We know today’s young men and women want more than just a job. They desire a powerful
sense of identity, and to be part of something larger than themselves,” said Secretary of the
Army Ryan D. McCarthy. “What’s Your Warrior?’ highlights the many ways today’s youth can
apply their unique skills and talents to the most powerful team on Earth – one uniquely qualified
to solve the world’s most impossible challenges.”
Tapping into the immersive, epic storytelling concepts that have influenced Gen Z’s view of the
world, “What’s Your Warrior?” ties aspirational warrior identities to the Army’s 150 unique
careers and eight broad specialty areas, including Signal, Air & Space, Cyber, Science &
Medicine, Engineering, Support & Logistics, Intelligence and Ground Combat.
LOCAL MESSAGING AND QUOTE: “What’s Your Warrior?” directly appeals to youth audiences
by emphasizing the vast array of talents desired by today’s Army. These talents are needed to
fill numerous opportunities such as [ADD HIGHLIGHT OF TYPES OF UNITS SPECIFIC TO
LOCAL MARKET], which are found in [INSERT STATE or LOCAL MARKET].
“Most young adults today don’t fully grasp the incredible range of opportunities available to them
in the U.S. Army,” said [INSERT LOCAL COMMAND LEADER]. “What’s Your Warrior?’ makes
it clear to today’s youth that there are many ways to be a warrior through Army service and that
every one of them plays an important role in the overall mission.”
Over time, the campaign will tell the stories of real Soldiers representing a variety of careers
through bold graphic language, cinematic action and innovative production techniques to give
the campaign a fresh look and feel to resonate with Gen Z.
“What’s Your Warrior?” launches in November 2019 across broadcast, print and digital
properties. As part of the campaign, prospects can find their inner warrior using the new Career
Match tool at www.GoArmy.com, which will align their personal interests with unique roles within
the Army.
For more information on “What’s Your Warrior?” and opportunities with the Army, visit
www.GoArmy.com.
###
37
FOR MORE INFORMATION
PLEASE CONTACT YOUR
LOCAL FMR