Kentucky National Guard Public Affairs Office The World of Public Affairs
Kentucky National Guard
Public Affairs Office
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DIR(ME)
GS-13
DEP/DIRMr. AltomState Emp
XOCPT Martin
GS-11
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DIR(ME)
GS-13
DEP/DIRMr. AltomState Emp
XOCPT Martin
GS-11
HISTORIANMr. Trowbridge
Temp Tech
NCOICSGT Raymond
ADOS
WESSOMAJ Greer
GS-11
MPAD RNCOSSG Vaile
AGR
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DIR(ME)
GS-13
DEP/DIRMr. AltomState Emp
XOCPT Martin
GS-11
HISTORIANMr. Trowbridge
Temp Tech
NCOICSGT Raymond
ADOS
WESSOMAJ Greer
GS-11
MPAD RNCOSSG Vaile
AGR
Army VISGT Riggs
GS-9
COMM OUTREACH
Mr. Maggard
Contractor
ESGRMr. Miller
Contractor
R&R MKTGMr. Newton
Contractor
WING VIMSG Speck
GS-11
Family SptCPT Combs
Yellow Ribbon
PAO-PROPER
HISTORIAN
AF VI/PA
COMMUNITY
OUTREACH
ARMY VI
EMERG
MGMNT
ESGR
UNIT PAOs
FAMILIES
RETIREES
UPAHRs
RECRUITING
MPAD
PAO-PROPER
HISTORIAN
AF VI/PA
COMMUNITY
OUTREACH
ARMY VI EMERG
MGMNT
ESGR
UNIT PAOs
FAMILIES
RETIREES
UPAHRs
RECRUITING
MPAD
GEEKS W/ GEER
HEART STRINGS
GRIP & GRIN
THE CREDIT
COOL!
JOBS
KNOWLEDGE
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PAO-PROPER
HISTORIAN
AF VI/PA
COMMUNITY
OUTREACH
ARMY VI EMERG
MGMNT
ESGR
UNIT PAOs
FAMILIES
RETIREES
UPAHRs
RECRUITING
MPAD
GEEKS W/ GEER
HEART STRINGS
GRIP & GRIN
THE CREDIT
COOL!
JOBS
KNOWLEDGE
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Initial Challenge: Increase the Kentucky Army National Guard’s 2012 Accessions Mission by 100 recruits.
The initial accessions mission for 2012 was 1052. The new accessions mission was now 1152.
Obstacles: > The new mission was given to the Kentucky Army National Guard at the end of July, 2012.
> The Guard Recruiting Assistance Program (G-RAP) was no longer in effect.
> Financial incentives for referring potential recruits were gone.
> The Military Entrance Processing Station (MEPS) was both a logistical choke point and
medical discriminator for recruits.
> The recruiters needed immediate support and materials to make this new mission number,
on top of their current mission requirement.
Opportunity: > Reach potential recruits through new marketing and public relations methods via tradition
and non-traditional channels.
> Create an ambassador-type referral program, where current Guardmembers, their families,
their friends and their centers of influence would refer eligible Kentucky Guard candidates.
> Redesign and retool the same recruiting message to these new candidates.
> Create a sense of exclusivity (The Elite) and time-sensitivity in recruiting these Soldiers.
Danger: > Creating a sense of exclusivity regarding these 100 new recruits that positioned these
Soldiers above the traditional Kentucky Guard member.
> Double-Triple slotting Soldiers to the MTOE or TDA manning documents.
> Competing with current campaigns and incentives currently deployed with recruiters.
> Recruiters not accepting or utliizing this campaign as a marketing and sales tool.
Execution: > See the subsequent sheets, beginning with ‘The Hundred – Be The Elite Program Timeline’
The Hundred – Be The Elite Program Timeline19 JULY 12 Commander’s Update Brief—Announcement of additional 100 recruits
23 JULY 12 Chief of Staff meets with Recruiting, HRO and PAO re: strategy/tactics of making
numbers.
24 JULY 12 PAO and Recruiting meet regarding the overall strategy. See ‘The Hundred—
Strategy’ sheet.
25 JULY 12 PAO, J6/VI and Recruiting concept the ‘The Hundred’ campaign. See ‘The
Hundred—Strategy’ sheet.
26 JULY 12 Graphic support from Recruiting develops ‘The Hundred’ logo and design
Recruiting Command offers SGT Napier and PFC Horn as ‘poster’ Troops.
See ―The Hundred—Visual and Tactical Support’ sheet.
27 JULY 12 BeTheElite.com is launched, along with Facebook and Twitter.
See ‘BeTheElite.com’ sheet.
31 JULY 12 PAO and Recruiting announce the BeTheElite program to all Major Support
Elements, Commanders and Staff at a pre-scheduled Quarterly Training Brief.
Overall intent, program concepts, graphics, personnel and supporting resources
are unveiled to the KYNG commanders, units and support staff.
14 AUG 12 The Adjutant General and the Recruiting Commander addressed all the
Kentucky Guard recruiters throughout the state via a LiveStream webcast ions
regarding the TAG’s emphasis on the BeTheElite program. Recruiters were able
ask questions of the TAG and the Recruiting Commander via the LiveStream
chat box. See ‘TAG Address—LiveStream’ sheet.
21 AUG 12 The TAG and a local KYNG BDE Commander were on a regional radio
station at the Kentucky State Fair, promoting the BeTheElite program.
See ‘Kentucky State Fair’ sheet.
08 SEP 12 The BeTheElite—Team Grid Iron press conference is held at the Boone
National Guard Center. See ‘Team Grid Iron’ sheet.
Current results can be seen on the ‘Campaign Results’ sheet.
The Hundred – Strategy
Objectives/Goals: Increase the Kentucky Army National Guard’s 2012 Accessions Mission by 100 recruits by the
end of the 2012 fiscal year 30 SEP 12). See the next page, ‘The Hundred—Ideal Recruit.’
Strategy: > Reach potential recruits through new marketing and public relations methods via tradition
and non-traditional channels.
> Create an ambassador-type referral program, where current Guardmembers, their families,
their friends and their centers of influence would refer eligible Kentucky Guard candidates.
> Re-tool/re-design the current messaging regarding ‘Joining the Guard’ for all the publics:
current guard members and their leaders, Kentucky Guard recruiters, Kentucky employers,
potential guard members, influencers, families and friends.
> Appeal to the specific needs of the Ideal Recruit. See Ideal Recruit sheet.
> Create a sense of exclusivity (The Elite) and time-sensitivity in recruiting these Soldiers.
Tactics:> Traditional marketing methods: Public Service Advertisements through the radio.
> Social Media marketing methods: Specific campaign website (BeTheElite.com); Facebook
sub-channel of the Kentucky Guard primary and recruiting Facebook pages; Twitter feeds
regarding BeTheElite through the Kentucky Guard primary and Recruiting Twitter feeds.
> Engage a Speakers Bureau with the Campaign Poster Troops, SGT Napier and PFC
Horn.
> Engage Kentucky Guard commanders to promote the BeTheElite campaign.
> Monitor the effects of this campaign on a daily basis to all stake holders.
Coordination: > Recruiting command, PAO, MSEs and primary staff members to relay the effects of their
combined efforts on a daily basis.
BeTheElite.com
Mobile BeTheElite.com
Kentucky National Guard
Public Affairs Office
502.607.1556
www.kentuckyguard.com
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