8/14/2019 National Guard Case Study - NAM Youth College Marketing & College Advertising Authority, Experts, & Consultants
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Client: National Guard Recruitment Mobile
Phone College Networks
Business Objective : Promote-create awareness by
reaching to college students and learn about the National
Guard by NAMU WIFI-Bluetooth when you see these
sign below check your mobile device for contentand offers-Learn more today
NAMUMobile
College
Networks
NAMU
MobileCollege
Networks
Poster Poster
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Strategy: Secure Blue Tooth/ WIFI Enabled CollegeLocations IN SCHOOL Ability To Reach Over 2
Million Students Daily at 50 Campuses EXCLUSIVECollege Provider (Opportunity to Send Electronic Ads topasserby traffic within 300 feet range within NAMUZones.)
1 NAMU ZONE
WIFI Networks
2 KEY NAMU
EXCLUSIVE
COLLEGE
LOCATIONS
3 END RESULTS
Content
Driven Messaging Audio
Video Coupons text,
etc
Currently Setting The
Industry Bar
With 20% Opt In Rates..
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Strong call-to-action,
National Guard
Full ad, National Guard
Message: Turn on your Bluetooth and set
Discoverable/Find me to a movie ticket offer and learn more
about the National Guard
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Market: University of Washington-Seattle Campus, OhioState University-Main Campus
Timing: Spring 09
Program Element:
NAM SERVICE PROTOCOLS: Our group will be placing
Bluetooth or Wi-Fi devices in on campus hotspots thatwould be promoting varied organizations, companies or
services relevant and in demand by the student body asa whole. A message would be sent from the device tothe student's Bluetooth or Wi-Fi enabled devices, things
like cell-phones, Smart Phones, MP3 players, laptops,etc.
Program Results: SUCCESS ROI exceeded clientexpectations Exceeded 50%
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NAM-Army National Guard Pilot ProgramResults
June 18th 2009
Jack Location:RPAC Athletic Center
Science and Engineer Library , 1st Floor
School: The Ohio State University
Key Metrics:Opt-ins per week/jack -55.5
Prior Mall Campaign (per jack per week)- 21.25
81881032Daily Totals
372314Wi-Fi
22223Bluetooth292311Wi-Fi
1224Bluetooth
2009-05-10
2009-05-09
2009-05-08
2009-05-07
2009-05-060
DeliveryMethod
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NAM-Army National Guard Pilot Program Results
812102938Daily Totals
11882Wi-Fi
1511Bluetooth
4311729Wi-Fi
23136Bluetooth
2009-
05-15
2009-
05-14
2009-
05-13
2009-
05-12
2009-
05-11
Delivery
Method
222172147Daily Totals
567Wi-Fi
2111Bluetooth10941635Wi-Fi
366411Bluetooth
TotalDownloads
2009-05-19
2009-05-18
2009-05-17
2009-05-16
DeliveryMethod
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-125Total Wi-FiHits
-29Unique Wi-FiDevices101079
-378Total Wi-FiHits
-70Unique Wi-FiDevices101047
Wi-Fi
13%-Opt-in/Reponses
5%14Opt-in
33%91Opt-out
38%105
Total
Response
62%169No-response
274100%
DevicesPrompted101079
9%-Opt-in/Reponses
4%24Opt-in
42%239Opt-out
47%263TotalResponse
53%302No-response
565100%
DevicesPrompted101047
Bluetooth:
The Wifi Numbers are Crazy High as you can see
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Campaign Facts
With more than 750 downloads over a six weekperiod, the Army National Guard campaign hasbeen the single most successful proximity-basedmobile campaign ever executed on a college or
university campus. This program, which featuredtwo units broadcasting a recruitment video,averaged 250 downloads each on a monthlybasis.
When compared with other proximity-based
mobile programs such as the United States NavyReserve, considered one of the most successful
proximity-based mobile campaigns ever, thissingle school eclipsed the total monthlydownloads across 13 bases. As compared to theArmy National Guard "Mall Campaign"which utilized a total of 104 units (vs. the two on-campus units), the MND CollegeCampaign generated THREE TIMES as manydownloads per month.