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Selling the Army - marketing to the masses
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That's Marilyn Manson, who has his own army of followers.
The U.S. Army's $200 million per year ad campaign continually faces an uphill battle with unpopular wars on two fronts and enlistment down. Complicating this further is the inability to recruit by direct mail or telephone some school districts.
With an additional 30,000 troops being deployed to Afghanistan the recruiters will no doubt double down on their efforts to enlist poor black, Hispanic and rural white kids to this effort of 8 years with no end in sight.
If I were involved with strategizing a new approach I would fly in the face of the recruitment opposition.
A strong visual campaign on You Tube, Facebook and My Space that would allow current troops to inspire our young people to do their part.
Shame can often times be a very powerful motivator.
- Country Club set - invoke the spirit of Theodore Roosevelt Jr., Joseph Kennedy Jr., John Kennedy and PT 109.
- Women - Rosie the Riveter, the WAC's, the WAVE's and the BAM's.
- Arab-Americans - the 'Purple Thumb" vote in Iraq, toppling of Saddam statue.
- Jewish-Americans - images of WWII troops liberating the concentration camps.
- Even try inspiring the Vegan- PETA crowd - with the pigeon hero, Cher Ami from the WWI Argonne wood battle.
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