Now you might think that recruiting new citizen soldiers for the National Guard during wartime would be a hopeless cause, and you would be wrong—naturally. According to
Brandweek, the Air and Army National Guard recently reversed a downtrend in sign-ups by repositioning their recruiting campaign. In the past, the Guard pitched their service based on the limited commitment of "One weekend a month, two weeks a year." This
positioning promised the benefits of military service with the least perceived risk. But since this limited commitment is void in wartime, the Guard realized they should reposition the service similar to the aspirational approach of the other military services. The Guard decided to emphasize the contribution of character archetypes--Hero, Everyman, Caregiver and Explorer to portray life in the National Guard. The new positioning is deemed credible, and is working well with recent recruiting.
Marketing Blurb will resist the temptation to comment on the fuitility of the war, but we will say the new positioning is more realistic.
Photo Credit: Brandweek
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