Finding A Multi-Million-Dollar Opportunity
After examining raw Air National Guard vacancy data, I determined that maintainers — aircraft mechanics — were the No. 1 opening. I pitched agency leadership and the client and got a campaign approved.
As a brand strategist for the account, I helped lead focus groups that resulted in three critical findings:
- Rural and urban maintainers had different reasons for joining.
- Assumptions on their demographics and psychographics were wrong.
- The unifying theme for everyone was that they detested being tied to a desk.
Due to focus group findings and third-party research, the message strategy I created centered on what your hands will do today. Deliverables included:
- A microsite.
- A commercial.
- Digital and print ads.
- Social media posts.
- A demand generation email campaign.
The demand generation campaign, which I oversaw, yielded thousands of prospects for Air National Guard recruiting. The email campaign as a whole delivered average open rates 2.1 times recruiting industry norms and click rates 7.5 times industry norms.