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Best Non-Email Opt-in Messaging:
Gold Consumer
U.S. Army Recruiting
Brand/Client Side Team:
George McGrath
Vendors/Agencies:
Emma
From Their Nomination Form:
This campaign yielded 10 enlistments for the U.S. Army in a 7 month time frame. More
importantly, it motivated me to write a thesis on "Email Marketing for U.S. Army and
Special Operations Forces (SOF) Recruiting". Fortunately I was given a year a half to
research and write the thesis while getting a Masters Degree (MS) at the Naval Post
Graduate School in Monterey, California. Upon completion of the thesis, I was able to
present my data to the head of Advertisement for the U.S. Army and the Army's Web team.
The presentation was well received and it appears that the Army will be using my ideas
to start a nation-wide email marketing campaign (via an ESP). The final portion of my
thesis shows that the U.S. Army will increase it recruitment by at least 2% if it
starts a nation-wide email marketing campaign targeting college students. Additionally,
I was awarded the "Outstanding Thesis Award" for writing this thesis and for the
enormous effect that this will have on military recruitment for the U.S. This campaign
produced 10 enlistments for the U.S. Army. My company was just 1 of 252 recruiting
companies in the U.S. If the other 251 Company's would start email campaigns, you can
see that this would help out country's recruiting efforts a great deal.
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