Campaign Essay
‘Start Thinking Soldier’ Recruitment Campaign
Contents
Page Summary 1 * Aim * Message * Development
Marketing communication techniques * Advertising 2-3 * Personal selling 4 * Public Relations 4
Success of the campaign 5
Improvements in the campaign 5
Conclusion
* List of things in place for effective marketing communication 6
References 7-8
The Start Thinking Soldier campaign is a recruitment campaign which was set up by an agency called ‘Publicis and Publicis Modem’. It was launched on the 6th April 2009 and was targeted at 17-21 year olds in order to engage individuals who might have not considered the army before. (Figarodigital, 2009)
The main aim of this campaign is to provide something that young people can relate to – it is a bridge to encourage those interested in army to experience a little more of what is on offer. This campaign combines both interactive and experiential approaches. (Baines, 2011)
The message that the campaign delivers is a rational message. The audience are demonstrated with a problem solving context which allows them to respond to the problem by performing an action. (Baines, 2011) The campaign involves the audience by making them see themselves as a “virtual citizen-soldier”. Their
Contents
Page Summary 1 * Aim * Message * Development
Marketing communication techniques * Advertising 2-3 * Personal selling 4 * Public Relations 4
Success of the campaign 5
Improvements in the campaign 5
Conclusion
* List of things in place for effective marketing communication 6
References 7-8
The Start Thinking Soldier campaign is a recruitment campaign which was set up by an agency called ‘Publicis and Publicis Modem’. It was launched on the 6th April 2009 and was targeted at 17-21 year olds in order to engage individuals who might have not considered the army before. (Figarodigital, 2009)
The main aim of this campaign is to provide something that young people can relate to – it is a bridge to encourage those interested in army to experience a little more of what is on offer. This campaign combines both interactive and experiential approaches. (Baines, 2011)
The message that the campaign delivers is a rational message. The audience are demonstrated with a problem solving context which allows them to respond to the problem by performing an action. (Baines, 2011) The campaign involves the audience by making them see themselves as a “virtual citizen-soldier”. Their
References: Klugt, M. (2009) Log on and start thinking, soldier! . [online] Available at: http://www.thetimes.co.uk/tto/life/courtsocial/article1817126.ece [Accessed: 18 Oct 2012]. Advertolog (2009) Girlfriend. [image online] Available at: http://www.advertolog.com/british-army/print-outdoor/girlfriend-15238205/ [Accessed: 15 Oct 2012]. Advertolog (2009) Football. [image online] Available at: http://www.advertolog.com/british-army/print-outdoor/football-15238255/ [Accessed: 15 Oct 2012]. Advertolog (2009) Kitten. [image online] Available at: http://www.advertolog.com/british-army/print-outdoor/kitten-15238305/ [Accessed: 15 Oct 2012]. Army (2009) Soldier recruiting - British Army Website. [online] Available at: http://www.army.mod.uk/infantry/regiments/parachute/24313.aspx [Accessed: 14 Oct 2012]. Baines, P. et al. (2011) Marketing. 2nd ed. New York: Oxford University Press, p.382-383. Baines, P. et al. (2011) Marketing. 2nd ed. New York: Oxford University Press, p.387. Baines, P. et al. (2011) Marketing. 2nd ed. New York: Oxford University Press, p.381. BFBS (2010) British army recruitment campaign. [online] Available at: http://www.bfbs.com/news/programmes/british-forces-news.html [Accessed: 15 Oct 2012]. Bowser, J. (2009) British Army seeks digital agency . [online] Available at: http://www.brandrepublic.com/News/914135/British-Army-seeks-di%20gital-agency/?DCMP=ILC-SEARCH [Accessed: 19 Oct 2012]. Brand Republic (2009) British Army launches interactive recrutiment campaign. [online] Available at: http://www.brandrepublic.com/news/896508/British-Army-launches-interactive-recruitment-drive/ [Accessed: 14 Oct 2012]. Brand Republic (2009) British Army seeks digital agency . [online] Available at: http://www.brandrepublic.com/News/914135/British-Army-seeks-di%20gital-agency/?DCMP=ILC-SEARCH [Accessed: 19 Oct 2012]. Campaign Live (2009) The Army 'start thinking soldier ' . [online] Available at: http://www.campaignlive.co.uk/thework/login/896585/ [Accessed: 13 Oct 2012]. Crawley-Boevey, S. (2012) British Army launches interactive recrutiment campaign. [online]. Figarodigital.co.uk (2009) Start Thinking Soldier Case Study from. [online] Available at: http://www.figarodigital.co.uk/casestudy.aspx?pkCaseStudyID=fc208094-7914-4b53-830a-7bb5861f364a [Accessed: 13 October 2012]. Media, S. (2011) The British Army: Start Thinking Soldier. Word Press, [blog] 17th Oct, Available at: http://sophiemedia.wordpress.com/2011/11/17/the-british-army-start-thinking-soldier/ [Accessed: 15 Oct 2012]. Ofcom (2011) A guide to community radio. [online] Available at: http://consumers.ofcom.org.uk/2011/05/a-guide-to-community-radio/ [Accessed: 15 Oct 2012]. Okinuk (2010) Newspapers. [online] Available at: http://www.okinuk.co.uk/Communications/Newspapers.html [Accessed: 17 Oct 2012]. Peacenews (2010) Watching, and challenging, the armed forces . [online] Available at: http://peacenews.info/node/3674/watching-and-challenging-armed-forces [Accessed: 17 Oct 2012]. Realwire (2009) The British Army launches Start Thinking Soldier. [online] Available at: http://blogit.realwire.com/?ReleaseID=11912 [Accessed: 14 Oct 2012]. Realwire (2009) The British Army launch 'Start Thinking Soldier ' live events. [press release] 4th June 2009. Rorrison, T. (2011) Social Media and the Public Sector: 5 Mini Case Studies. Viadeo Blog, [blog] 31 January , Available at: http://blog.viadeo.com/en/2011/01/31/social-media-and-the-public-sector-5-mini-case-studies/ [Accessed: 15 Oct 2012]. Sangster, E. (2010) Watching, and challenging, the armed forces . [online] Available at: http://peacenews.info/node/3674/watching-and-challenging-armed-forces [Accessed: 17 Oct 2012]. Sky News (2009) The Couch Potato Goes To War On The Web. [online] Available at: http://news.sky.com/story/683694/the-couch-potato-goes-to-war-on-the-web [Accessed: 17 Oct 2012]. Sky News (2011) Sky News EMS Summer 2011. [report] United States: Sky News, p.8. The Times (2009) Log on and start thinking, soldier! . [online] Available at: http://www.thetimes.co.uk/tto/life/courtsocial/article1817126.ece [Accessed: 18 Oct 2012]. YouTube (2010) Army Jobs: Start Thinking Soldier. What would you do?. [online] Available at: http://www.youtube.com/watch?v=xUqXa03KC0o [Accessed: 16 Oct 2012].