Reaching Gen Z Recruits

Challenge

The Air National Guard offers part-time adventure, job training and flexibility to pursue a civilian career.

However, the branch — and the military in general — is facing challenges attracting Gen Z and millennial recruits.

Action

I enjoyed my role as a brand strategist for this $110 million account, as my Air Force experience came into play daily.

For this commercial, I provided positioning strategy and psychographic information. I also assisted in script edits and was present on set to make sure the message was on-point.

Result

A commercial that received significant air time. It also was heavily favored at the state level, where recruiting efforts happen.


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